SearchLove London | Annie Cushing, 'Are Your Google Analytic's Reports Pretty Little Liars?'

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The document discusses issues with using "user" metrics in analytics reports for websites that require users to log in. It recommends setting up custom dimensions in Google Analytics to properly track logged-in users versus visitors. Some key custom dimensions to track include customer ID, logged-in status, author, and membership level to gain more accurate insights about your real users.

Daten & Analysen Marketing

Are Your Reports Pretty Little Liars?
Annie Cushing @AnnieCushing

USERS
(FKA UNIQUE VISITORS)
NEW USERS
DAYS SINCE LAST SESSION
% NEW SESSIONS
COUNT OF SESSIONS
USER TYPE
(NEW/RET VISITOR)
USER DEFINED VALUES metric
dimension

good candidates
• customer id
• logged in

good candidates
• customer id
• logged in
• author

good candidates
• customer id
• logged in
• author
• page category (not tags)

good candidates
• customer id
• logged in
• author
• page category (not tags)
• publication date

good candidates
• customer id
• logged in
• author
• page category (not tags)
• publication date
• gender

good candidates
• customer id
• logged in
• author
• page category (not tags)
• publication date
• gender
• age

good candidates
• customer id
• logged in
• author
• page category (not tags)
• publication date
• gender
• age
• membership level

good candidates
• customer id
• logged in
• author
• page category (not tags)
• publication date
• gender
• age
• membership level
• number of help articles viewed

good candidates
• cost of goods sold
• profit

good candidates
• cost of goods sold
• profit
• margin

good candidates
• cost of goods sold
• profit
• margin
• number of members

good candidates
• cost of goods sold
• profit
• margin
• number of members
• population

good candidates
• cost of goods sold
• profit
• margin
• number of members
• population
• game score

good candidates
• cost of goods sold
• profit
• margin
• number of members
• population
• game score
• awards

good candidates
• cost of goods sold
• profit
• margin
• number of members
• population
• game score
• awards
• points

good candidates
• cost of goods sold
• profit
• margin
• number of members
• population
• game score
• awards
• points
• email opens

good candidates
• cost of goods sold
• profit
• margin
• number of members
• population
• game score
• awards
• points
• email opens
• email sends

when these COLLIDING realities intersect

email metrics in campaign reports? ALL DAY

see medium history for a registered USER

reports impacted if you get MEDIUM wrong

what happens when you tag INTERNAL links

STEP 1: install google analytics debugger

STEP 2: open the console
ctrl-shift-j
command-opt-j

SearchLove London | Annie Cushing, 'Are Your Google Analytic's Reports Pretty Little Liars?'

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