Single vs. Multiple Properties in Google Analytics

Should one single property be used for all sections of a website, or a number of separate properties the better choice? This post aims at explaining why I believe that separated properties are sometimes better than a single property. I will, of course, try to provide you with all the necessary information for making an[…]

google analytics

The User-Centric Approach – Google Universal Analytics vs. Mixpanel

About 6 months ago, Google released Universal Analytics, which – in a nutshell – offers 4 new key features: Measurement Protocol – an API that can be used for multi-platform tracking Improved Feature Configuration Management – through the GA admin screens, rather than the JavaScript agent Custom Dimensions and Metrics – very similar to the[…]

Linking events to a specific user in Google Universal Analytics

In this post I will show you how to send events for a specific user from both the JavaScript agent (Analytics.js) and the Measurement Protocol. I could not find any existing information about how to do so. After some research, I did, however, find a great presentation by @techpad that talks about improving e-commerce tracking[…]

Analyzing Visitor Paths Using Google Analytics

Are you able to answer the following questions precisely: What is the exact trail each and every visitor goes through on your site prior to completing a goal? How many visits, pageviews or minutes are required until the average visitor converts? A few months ago I published a post about Goal Analysis and Distance to[…]

Goal Analysis (Part II) – Measuring Distances to Goal Completion

In the post about the differences between first, total and unique goal completions, I talked about the possible differences between site goals and business goals, and how different metrics might be required to measure the latter. In a nutshell, there are goals where the total number of completions is important, such as total number of[…]