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More than half of businesses rely exclusively on Google Analytics (GA) for their web analytics while just 11% don’t use the tool at all, according to data included in the new Econsultancy/Lynchpin Online Measurement and Strategy Report 2013.
This is a massive increase since 2009 when just 23% of respondents said they used GA exclusively.
With GA having a reputation as both free and easy to use, and having a strong community around getting the most out of the tool, it is no surprise to see the majority use it.
The increase since 2011 could, however, be partly due to the discontinuation of Yahoo’s free analytics tool, which was used by 8% of companies and 18% of agencies last year.
A bit of customisation always helps if you want to extract maximum value from Google Analytics.
Custom reports are a great way to do this, but custom dashboards also play a useful role, allowing you to view key metrics at a glance and tailor the view to your own needs.
Here I've rounded up 10 custom GA dashboards from various sources.
Just click on the link under the screenshots to automatically add these to your Google Analytics profile...
At Google's annual I/O developer conference, an important new feature to Google Analytics was announced that's going to turn mobile marketing on its head.
Built on the back of the new Universal Analytics platform and its baked-in ability to track users across sessions and devices, Cross Device Measurement is like Multi-Channel Funnels for devices.
And it's huge....
My last article detailed the benefits of focusing on website analytics specifically around site search data.
This article continues with the same theme of valuing website analytics, but the focus turns to unbranded keyword traffic.
In the context of reviewing analytics, “unbranded keywords” are those words/phrases not containing the retailer’s name.
People who type “Apple iPod Nano” into Google and land on the JB Hifi website is an unbranded keyword phrase from the perspective of JB Hifi. The keyword phrase “JB Hifi” is a branded term for this retailer.
Understanding the dichotomy between branded and unbranded keyword phrases is necessary in order to effectively assess site performance and build a focused plan for growth.
Along with custom reports (and sometiimes in conjunction with them), custom advanced segments are a great way of gaining extra insight and value from your Google Analytics account.
In this post, I'll round up ten very useful custom segments that you can import straight into your GA account, and save yourself the trouble of creating them yourself.
Please suggest any other segments you find useful in the comments...
Google Analytics is a great tool, but its standard reports can be limited, so a little customisation is necessary to improve the quality of insight you can gain.
One way to do this is to create custom reports, which is an excellent idea, and another is to use GA's advanced segments, which allow you to filter reports to find the insights you need.
In this post, I'll explain how to use advanced segments. It's for GA beginners really, so I apologise in advance to any GA experts reading this...
Last week I published a list of ready-made custom reports for Google Analytics, including ways to measure links, PPC campaigns, sales by time of day and more.
The reaction was very positive, and in the comments and related G+ discussion, more great custom reports were suggested, so I've rounded them up here.
Google Analytics's standard reports can be limited, so a little customisation is necessary to improve the quality of insight you can gain.
If like me, you're a relative amateur with Google Analytics, ready-made custom reports can save you a lot of time.
There are various reports here, some useful for publishers, some for ecommerce sites, and some for SEO analysis.
Just log in to your Google Analytics account and click the links to add these to your custom reports list...
The average person has around 41 apps on their phone; these range from social and gaming apps, to daily deals, retail and media apps.
As mobile traffic continues to gain traction on web traffic, and as apps continue to be a vital channel for keeping the consumer engaged, it has never been more important for brands to monitor how their apps are performing to ensure they are delivering the experience users expect.
At the end of 2012, Google introduced some genuinely cool changes to its Analytics products.
These were the kind of changes that get whoops from the audience when announced at the Google event in California (although in the UK the reception was predictably more… British).
The big thing is a new tracking method: user-centric, multi-sessional, multi-device tracking...
Data has become such a popular topic in digital marketing circles that we're running out of metaphors. But whether you think of data as the oil of marketing, a firehose of numbers or the next gold rush, chances are that your organization is still coming to grips with the possibilities and realities of "Big Data."
As a great end of the year Google Hangout, join us December 13, 2012 at 12:30 EST as we discuss cutting-edge data techniques for supercharging advertising used by global corporations for marketing as released in the latest Econsultancy report "Best Practices in Data Management." Data Management Platforms (DMPs) and Audience Management Platforms (AMPs) are all the rage, but getting the most out of data for audience segmentation, insights, and targeting takes more than just a relationship with a vendor.
Data is everywhere. As the cost of storing and collecting data decreases, more of it becomes available to marketers looking to optimize the way they acquire new customers and activate existing ones.
In the right hands, data can be the key to understanding audiences, developing the right marketing messages, optimizing campaigns, and creating long-term customers. In the wrong hands, data can contribute to distraction, poor decision-making, and customer alienation.
Over the past several weeks, I asked over thirty of the world’s leading digital data practitioners what marketers should be thinking about when it comes to developing a data management strategy.
The result is the newly available Best Practices in Data Management report. A few big themes emerged from my research, which I thought I would share.