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Tag-Based (or script-based) Web Analytics programs have excellent, business-friendly advantages that help organizations make intelligent, insightful decisions about their website. This applies to websites from businesses across every imaginable industry and size, from the local flower shop to the U.S. Government. These benefits include (but are definitely not limited to):
– Full suites of reporting options
– Colorful, easy-to-use graphics and reporting interfaces
– Data that is “good enough” for any marketer or decision-maker to use
– Fast and almost always reliable data
But with script-based web analytics – and like anything in life, really – there are pros and cons, or, the good and the bad. Unfortunately, not every visitor can be tracked with script-based web analytics programs. Some individuals purposely configure their browser settings to block web analytics tools from tracking and collecting data; others have no idea that their browser settings are configured in a fashion that would block or interfere with the data collection process. Most website visitors using mobile phones simply do not have the technical capabilities to be tracked by web analytics programs.
A part of how web analytics programs (like Google Analytics) operate is by requesting a 1×1 invisible GIF image to the Google Analytics servers for storing and processing the data it has just collected. If a browser does not have images enabled for whatever reason, this request cannot be satisfied, and data – although collected – cannot be sent to Google Analytics for processing, hence, no data in reports.
This doesn’t affect too many folks, as almost everyone has their browsers set to load images, and only a very small percentage of the population even knows how to do this in the first place. However, this is a major problem when tracking things like Email Open Rates, which in most (if not all) cases are handled by a request for a 1×1 clear pixel GIF image to the necessary server. If a person does not click on “Download Images”, that person is not able to be tracked.
Cookies are very small files that get set by websites on a person’s computer. These small files collect information pertaining to their activity on a website: when they entered the site, when they left the site, where they came from, what source of traffic brought the person there, how many times a person has visited the site, and so on. Cookies come in many different shapes and sizes, life spans, and security levels, but if any of them are blocked or disabled by users on their favorite browser, web analytics programs cannot store or collect data about these individuals.
So how do I know that my data is “good”? Should I be worried about this?
This shouldn’t be something that you lose sleep over, but you definitely need to be aware. If data quality is something that your organization simply cannot live without, tag-based web analytics solutions are going to give you a lot of headaches – you want to consider using log-file parsing programs or packet-sniffing programs, although there aren’t too many of those programs available anymore. You may also want to consider using raw server log information to help.
If tracking every single person that visits your website is not the most important thing – that is, you can live with being a few percentage points “off”, and a little margin of error, then you really have nothing to worry about. Web analytics programs weren’t designed to collect the exact number of hits or queries like your server is configured for – web analytics programs were designed to give you valuable insights about your website’s performance, which can effectively be accomplished with the percentage of data that they can collect for most companies.
Everyone loves to prognosticate, don’t they? From the guys on NBC’s Football Night in America to your buddies at work, everyone likes to predict, forecast, and make guesses as to who will win the Super Bowl / become the next president / be the next American Idol. Usually, most folks turn out to be wrong – even some of the top experts on TV – but, hey, it’s a heck of a lot of fun.
When it comes to blogging, I am not a big fan of prediction posts. However, today, I’m making an exception. I have come up with 5 predictions for Google Analytics in 2009. These are five elements that I am predicting will happen with Google Analytics before the 2009 year is over. This is completely separate from my Google Analytics Wish List that I created a while ago.
My Predictions for Google Analytics in 2009:
1. urchin.js will be eliminated from the system, forcing everyone to officially migrate to ga.js
Ok, so now that I have your attention. 🙂 This has been a long time coming, folks. urchin.js is the Legacy Tracking Code, and they are eventually going to do away with it entirely. I suspect that this will happen toward the end of 2009, so that everyone has more than enough time to migrate over to ga.js.
2. Google Website Optimizer will be integrated into the Google Analytics interface
This is a matter of convenience. Somehow, Google Website Optimizer will be available via your Google Analytics Account settings, to set-up an A/B or Multivariate Experiment. There will also be reports within the GA Interface from Google Website Optimizer as well.
3. New “Blogs”, “Mobile”, and “Social Media” report sections will be added
I predict that this will happen sooner rather than later so that you can analyze these three sources of traffic individually from each other. This also means, from a technical standpoint, that Google Analytics will introduce new default medium dimensions, like “social-media” and “mobile”, breaking them off from the “referral” medium, as they appear by default at this time.
4. New Path Analysis reports will be added
Google Analytics will either upgrade the Navigation Summary / Entrance Paths reports, or they will replace them with brand new Path Analysis style reports. The current reports are very tough to understand, much less usable and insightful. That will not be the case any longer in 2009.
5. The Reporting Section will receive a big facelift; new bells and whistles will be added.
The reporting section in Google Analytics at this time is quite limited. You can only schedule an automatic report to be run on a Daily, Weekly, Monthly, or Quarterly basis, and you can only do so much with the Subject and Description lines. Expect some improvements here, with some ability to schedule a report from a custom date range, other file formats (.xls would be nice), and some other neat things.
Will any or all of my predictions come through? We’ll know the answer in a little over 1 year from now.
It’s been a long time since I’ve talked about testing (which I love and encourage you to embrace with open arms as I have). I like to use Google Website Optimizer whenever I have an experiment to run, but you can use any program, such as Omniture Test & Target. As long as you are testing, you are “in the game” (and, if you are not testing, why not?).
I found an article within the Google Website Optimizer help section that I’d love to expand upon, called “The Top Five Elements to Test“. This help section article lists 15 specific elements, but it does not cite any examples, which I feel help visualize each point, even though some of them are very obvious. So, I have beefed up this very good list of possibilities below. Enjoy, and, seriously consider testing as many of these 15 things as you can:
1. Title -Short versus Long
Short: High-Quality Product
Long: High-Quality Product that will last for generations to come!
2. Title – Question versus Statement
Question: It’s 10 PM – Do you know where your kids are?
Statement: It’s 10 PM – Your kids are in bed.
3. Title – Formal versus Informal
Formal: Good Evening, Sir / Madam.
Informal: Yo, what up, dogg?
4. Title – Emphasizing selling point A versus B
Selling Point A: 100% Recycled Material!
Selling Point B: 100% Money Back Guarantee!
5. Image – Big versus Small
Big Image: Takes up half the screen
Small Image: 100 x 100 square in the upper-right corner of the page
6. Image – Photo versus Illustration
Photo: A nice, vibrant stock photo, or photo taken by a professional
Illustration: A nice, vibrant drawing, sketch, or animation created by a professional
7. Image – Customer versus Product
Customer: Happy customers, smiling and laughing on a warm sunny day
Product: Close-up picture of your awesome product against a smooth background
8. Layout – Long sales letter versus multi-column layout
Long Letter: A very long page outlining every possible detail and customer testimonial about your product
Multi-Column: A table with visible rows and columns displaying tidbits of information and statistics about your product
9. Layout – 3 page pitch versus one dense page
3-Page Pitch: Three pages, including the landing page, with “Click for More” or “Continue” buttons at the bottom
One Dense Page: All of the information contained in the three-page pitch on one single page
10. Selling Proposition – Quality versus Convenience
Quality: Made with 100% Imported Leather!
Convenience: Never buy another pair of boots again!
11. Selling Proposition – Features versus Service
Features: 256GB of Disk-Space!
Service: 24/7 Customer Support!
12. Selling Proposition – Make Money versus Save Money
Make Money: Make $100 for every friend that you refer!
Save Money: Save $100 on your next trade-in!
13. Conversion Incentives – Free Shipping versus Money Back Guarantee
Free Shipping: We offer Free Shipping to every city in the United States!
Money Back Guarantee: We will refund 100% of your money if you are not satisfied.
14. Conversion Incentives – List All Incentives versus None
All: List every possible incentive imaginable on Landing Page
None: Simply promote the product price, image, and / or availability on Landing Page
15. Conversion Incentives – Telephone Order conversion versus online form
Telephone: Call us at 1-800-555-1234 and get started today!
Online: Fill out our simple online form and get started today!