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Use multiple Google Analytics properties for multilingual websites

One of the difficulties of working with a multilingual website is to decide on how to track it. Specifially, if you should use one single Google Analytics property for the entire site, or one property for each part (language) of the website. That’s what I’ll provide some thoughts on in this post. Now, this is a huge topic in itself, so this post focuses on the Google Analytics Account Structure only - not on the actual implementation. Read more →

How to make it as an web analytics freelancer

One full year as a freelance digital consultant just flew by. Yeah, I began the year calling myself an analytics freelancer. But I ended up doing much more than that. I know. I’ve been there. I even saved enough money before quitting my job to go six months unpaid. So far, I’ve been working on so many interesting things. Like data strategy as a whole. Ecommerce strategy. Customer Data Platforms. Read more →

Why Google Analytics is reporting different than your backend

Why is it that Google Analytics is reporting different sales and conversion numbers than your website backend? If you run an ecommerce website or a website with lead forms, you’ve probably noticed that your ecommerce and goal reports show different numbers than your backend. And by backend I mean your systems behind the website. For instance, you might run a WooCommerce og Shopify store (or any other type of webshop). Read more →

This happened. I quit my job.

If you’re a regular visitor on this (and because I use Google Analytics, I know some of you are!), you might have noticed I haven’t posted anything for like three months. But I have an excuse. I’ve been insanely busy. Well, I’ve been busy for years. But this time around, it was kind of my own fault. Back in September 2017, I actually quit my job as Head of Data Intelligence in iProspect. Read more →

Upgrading from WordPress to the Hugo static site generator

I’ve been posting on this site for almost three years. The entire site has been running on WordPress from the beginning. I chose WordPress because it’s really easy and I’m really comfortable with PHP. But as time goes you often realise your actual needs. WordPress is a powerful CMS. For one, there are tonnes of themes (I mostly use the Genesis framework) and plugins. It’s very extensible and the many hooks and filters allow developers to customize the website to a very large degree. Read more →

Automate your Analytics with a Virtual Web Analyst

A few months ago, I was invited to participate in the beta test of a new tool marketed as a┬ávirtual web analyst. Andrew Dempsey reached out to me and introduced me to Needl Analytics. I spent some time with the tool and had it analyze data for some of my clients, and I also spoke to Andrew about my experience with the tool and my suggestions for improvements. While Needl Analytics isn’t perfect, it’s very impressive for a tool in the beta stage. Read more →

Software for the Technical Digital Marketer

This weekend, I bought a new laptop. I went for a sleek Lenovo IdeaPad 710s Plus with a 256 GB SSD harddrive, lots of memory and a dedicated graphics card. But getting a new computer made me realize just how much software I’m actually using. As an ecommerce consultant, the entire software stack of the digital marketer is actually quite comprehensive. I even had a hard time remembering what to install. Read more →

Measure the Time-to-click in Google Analytics

I’ve previously written a post on how to track clicks on internal links and call to actions. It’s really useful to measure which call to actions are actually clicked. But in some cases we might need more details. Such as knowing how long time it takes for our users to place that click. If users are taking a very long time before clicking a primary call to action, we might be able to help them by tweaking the text or our headers. Read more →

4 Things to Know About Google Analytics Goals

One of the fundamental configurations in Google Analytics is to setup Goals. Goals are what allows you to analyze your website’s ability to drive users to what you want them to do (i.e. their Goals). Basically, goals are the actions on your website that provide value for you and for your customers. In turn, you’ll use Goals and Goal Conversion Rate to analyze the performance of e.g. your paid traffic channels. Read more →

You know you work with digital and ecommerce when...

… you ask a fellow passenger in the lift to “Please click the number five button” … you once in a while click a banner ad just for fun; and upon seeing the landing page, realizes that no one apparently had thought of that ever happening … you feel the need to optimize the way hotel buffets are ‘layouted’ every time you’re on vacation … you try to segment people on the train in different user buckets by age, gender and clothing style … you’re amazed how fast (and unsecure! Read more →

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