Articles on google analytics

The Perils of Using Google Analytics User Counts in A/B Testing

Google Analytics User Data in AB Testing

(Updated Sep 2022 to include updated information about Google Analytics 4) Many analysts, marketers, product managers, UX and CRO professionals nowadays rely on user counts provided by Google Analytics, Adobe Analytics, or similar tools, in order to perform various statistical analyses. Such analyses may involve the statistical hypothesis tests and estimations part of A/B testing, […] Read more…

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Guide to Calculated Metrics in Google Analytics

New Calculated Metric

A long awaited and quite awesome feature is finally here in open beta for all Google Analytics accounts: Calculated Metrics! As a long-time power user I’ve been longing for this for quite some time since I had to resort to spreadsheets or API-based solutions (like our Agency Dashboard tool) when I needed to calculate my own […] Read more…

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What is (direct) / (none) source in Google Analytics? Understanding direct traffic.

Direct Traffic

When I do a seminar or a training (I am Google Regional Trainer in AdWords & Analytics) direct traffic is often one of the tougher things for the audience to understand. My audience is usually comprised of digital marketers, SEOs, AdWords specialists, and SMB owners so IT/web development background is relatively rare. That’s why when asked […] Read more…

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Virtual Pageviews in Google Analytics – Why, How and When to Use Them?

Virtual Pageviews with GTM

In this post I’ll cover what virtual pageivews are, why you should use them, how to implement them and when are they most suitable. Updated Sep 22, 2017: Google Tag Manager instructions included. What is a Virtual Pageview in Google Analytics? First, I’ll start with defining an “Ordinary Pageview”. Well, there is simply no such thing, […] Read more…

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Analytics-Toolkit.com Official Launch – Today!

I am happy to announce the official launch of Analytics-Toolkit.com – the toolkit that makes analytics easier. I’m excited to present the results of over 2 years of development because I believe many web analytics specialists, SEO/SEM specialists, and internet marketers will find the tools in the toolkit valuable in their daily work. Most of […] Read more…

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