Best Of 2012: Google Analytics, Big Data & Visualizations


Marketing Measurement & Optimization

This week Adam Singer, Product Marketing Manager at Google, posted a call for people to create “wrap-up” posts for 2012. When I read the call I immediately went to Google Analytics to check Online Behavior account to find out which posts got the most pageviews during the year.

Since I was a bit surprised with the results, I decided to share the numbers. But first a few words on why I was surprised and what I intend to do with this information, after all, analysis without action is not worth sharing!

My biggest surprise was to find no videos in the final list. The site has a section packed with amazing videos from the GAUGE Conference and from the eMetrics Summit. Since filming those videos take a considerable amount of resources and time, I won’t be posting new videos in the coming year.

Another surprise was that there were no cartoons in the list. Our cartoons section is really awesome, and I would expect them to be more popular. But since they take less time and resources to produce, and since I really love them, they will keep being updated frequently.

Without further ado, here are the Top 10 Online Behavior posts on 2012, in order of pages viewed. I have normalized their pageviews into a 10 point scale, where 10 is the most viewed and 1 is the less viewed.

1. Google Analytics Content Experiments – A Guide To Creating A/B Tests – Grade 10

In this post I go over the new Google Analytics Content Experiments, a tool that can be used to create A/B tests from inside Google Analytics. This tool has several advantages over the old Google Website Optimizer, especially if you are just starting the website testing journey. Content Experiments provide a quick way to test your main pages (landing pages, homepages, category pages) and it requires very few code implementations.

2. The Definitive Guide to Google+ Analytics – Grade 9 Leer más “Best Of 2012: Google Analytics, Big Data & Visualizations”

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Campaign Attribution in Google Analytics

In this post I’ll talk about how Google Analytics attributes a conversion, technically talking. This is not about how you should analyze conversion attribution, if you are interested in that I suggest you to visit Constraint Management vs Direct Attribution.

Google Analytics, as the other Web Analytics solutions allows you to identify from which source each conversion came from. Each platform has a particular attribution definition, ergo, it attributes the conversions in a very particular way and could or could not be the same as any other tool you may use. The key, as always in digital measurement, is identifying how the platform processes the information.

Google Analytics attributes the conversion to the most recent campaign by default, unless the second session’s traffic source it is a Direct Visit. Direct Visits won’t take credit from a previous referring campaign.


 

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In this post I’ll talk about how Google Analytics attributes a conversion, technically talking. This is not about how you should analyze conversion attribution, if you are interested in that I suggest you to visit Constraint Management vs Direct Attribution.

Google Analytics, as the other Web Analytics solutions allows you to identify from which source each conversion came from. Each platform has a particular attribution definition, ergo, it attributes the conversions in a very particular way and could or could not be the same as any other tool you may use. The key, as always in digital measurement, is identifying how the platform processes the information.

Google Analytics attributes the conversion to the most recent campaign by default, unless the second session’s traffic source it is a Direct Visit. Direct Visits won’t take credit from a previous referring campaign.

If you prefer to attribute the conversion to the very fist campaign, instead of the most recent, then you have to use a new query parameter into the query string of your campaign. If this is the case, then the query parameter to be used is “utm_nooverride=1“. If you do so, when a previous visit that cames from Campaign 1 cames back by clicking in Campaign 2 and converts, this conversion will be attributed to Campaign 1 instead of Campaign 2 as would do Google Analytics by default. Leer más “Campaign Attribution in Google Analytics”

Are You Using a Virtual Assistant?

If you have read The Four Hour Work Week by Tim Ferris, you won’t be surprised by the number of things that you can have a virtual assistant complete.

If you haven’t read his book – go read it – but until then, here’s a quick list of some of the things you can have a virtual team perform.

* Invoicing – create invoices to send to your clients
* Invoicing follow up – contact your clients that have been delinquent in their payments
* Research – assign the task, go to bed. When you wake up, the information is sitting in your inbox. It’s like magic.
* Reporting – have your team create a report to share with your client, including web analytics, social media results, or SEO standings. Use this as a value add for your client, which should lead to bigger and better projects with them.


If you have read The Four Hour Work Week by Tim Ferris, you won’t be surprised by the number of things that you can have a virtual assistant complete.

If you haven’t read his book – go read it – but until then, here’s a quick list of some of the things you can have a virtual team perform.

  • Invoicing – create invoices to send to your clients
  • Invoicing follow up – contact your clients that have been delinquent in their payments
  • Research – assign the task, go to bed.  When you wake up, the information is sitting in your inbox.  It’s like magic.
  • Reporting – have your team create a report to share with your client, including web analytics, social media results, or SEO standings.  Use this as a value add for your client, which should lead to bigger and better projects with them. Leer más “Are You Using a Virtual Assistant?”