Thoughts on eMetrics 2015
At the end of last month, the team at L3 Analytics attended eMetrics, an annual summit which facilitates learning and collaboration in the realm of digital marketing. As most of our clients are interested in improving this side of their business, we managed to dip into as many presentations as possible to get a broad overview of new tools, techniques and thoughts around marketing and analytics. Read on for two of our analysts ...
Presentation – Analytics for Publishers
L3 Analytics has worked with multiple publishers over the past few years, learning a lot along the way. Clients include Hearst Magazines (Elle, Cosmopolitan, etc), Euromoney, News UK and SciDev. From these experiences, we have developed a fairly standard approach around analytics for publishers, that provides the information they need to understand and improve their performance. The solution is customised to exact needs but we find ...
A Powerful Use Case for GA Calculated Metrics
By now everyone should be excited about the release of Calculated Metrics within Google Analytics. This has the potential to be yet another powerful tool for analysis, although it will only prove useful to companies who are investing the time and resources in a good GA set-up. As a bonus, it shuts down another line in the arguments between Google & Adobe Analytics.
Details on how to create Calculated Metrics can be found in ...
Generating Custom Dimensions from Page Names
I discovered a few months back that you can use Custom Dimensions within Google Analytics filters. This was great as it allowed us to created segmented Views based on session/user level custom dimensions (created using GTM via a Data Layer) for segments like Subscriber Traffic, Free Traffic, Desktop website and Mobile website.
But I had an idea in the back of my mind and finally found an excuse to test it out a couple of weeks ...
Happy Birthday to Us
This month the team are celebrating a full five years of L3 Analytics, from its first day (one analyst, no clients – more the start of a 90s slacker movie than a company) to now, a healthy nine-strong organisation with multinational clients, an approved Google Analytics Certified Partnership and a posh office with sparkling water on tap.
So what did we do to kick up our heels? Well, we’re geeks, so first up we went to an ...
What we learnt at MeasureCamp 6
On March 13 & 14 2015, L3 Analytics attended MeasureCamp VI, the web analytics unconference. As with the previous events, it kicked-off with a series of training workshops the day before the unconference. More than 220 campers coming from various places in Europe gathered in London to share their knowledge during a full day.
The L3 team enjoyed learning new things from the Digital Analytics community so we would like to ...
2 Unusual Content Groups
We’ve been spoiled with all Google Analytics (GA) features released this year. At L3, we’re particularly keen on Content Grouping. After playing around with this toy for a while, I’d like to share a small tip about it.
As a reminder, the aim of this feature is to categorise your content. It’s incredibly useful and I recommend everyone to set up their content grouping (see this guide from Justin Cutroni for more ...
Accurate Sessions by Traffic Source
Possibly the most annoying piece of “business logic” within Google Analytics (in my opinion) is that Direct Entry sessions are attributed back to the original traffic source. I want to know what is really happening!! I want to know if people are really coming from organic search, emails, affiliates, etc or if they are using remembered URLs, bookmarks, typing directly into the address bar. But the acquisition reports in ...
An alternative approach to GTM event tracking
Google Tag Manager feels like it has been around forever and we are now at the stage where I (& many other consultants) will refuse to do a Google Analytics implementation without it (or an equivalent TMS). But it is still very new, features are evolving and best practices are still being invented. With that in mind, I wanted to share the approach we use here at L3 Analytics for tracking events in Google Analytics.
The Quadfurcation of Web Analytics
Again and again over the past few years I have referred people to Eric Peterson’s blog post on “The Coming Bifurcation in Web Analytics Tools”, written back in Feb 2010. This blog post describes a potential future where the majority of people in companies use Google Analytics to answer day to day business questions while a very powerful data warehousing tool such as Adobe Insights is used by the analysts to answer the hard ...