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Are Your Reports Pretty Little Liars?

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Are Your Reports Pretty Little Liars? Annie Cushing @AnnieCushing


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DR DATA just call me


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relying on nebulous “USER” data


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


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=


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google knows these are not visitors.


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there are a few CAVEATS


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site must have a login


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visitors need to actually log in


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site must upgrade to universal


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site must capture customer id


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you must set up a new view


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WARNING: your user data will shrink


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quite the BOON for sites like these ….


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ignoring LOGGED IN users


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TWO WAYS to accomplish this


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custom variables


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custom variables


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custom dimensions


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custom dimensions


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custom dimension setup


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customer id good candidates


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customer id logged in good candidates


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customer id logged in author good candidates


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


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


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


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


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


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


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


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


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


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missing metrics that MATTER


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good candidates cost of goods sold


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good candidates cost of goods sold profit


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good candidates cost of goods sold profit margin


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good candidates cost of goods sold profit margin number of members


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


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


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


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


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


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


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


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what MARKETERS care about


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what BUSINESS OWNERS care about


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when these COLLIDING realities intersect


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examples from the WILD


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email metrics in campaign reports? ALL DAY


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see medium history for a registered USER


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hosing your CAMPAIGN tagging


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labels matter


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reports impacted if you get MEDIUM wrong


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what happens when you tag INTERNAL links


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1.4 MILLION sessions overwritten


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1.4 MILLION sessions overwritten


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using THIRD-PARTY services


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booking engines


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event services


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payment gateways


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application sites


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partner sites


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PLAN A keep them on your site


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PLAN B cross-domain tracking


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how to CHECK your tracking


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STEP 1: install google analytics debugger


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


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STEP 3: check the visitor/client id


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STEP 4: make sure domain is different


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STEP 5: check for a match


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PRO TIP: set up auto-linking


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GET ALL THE LINKS


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W: ANNIELYTICS.COM/SERVICES E: ANNIE@ANNIELYTICS.COM T: @ANNIECUSHING L: LINKEDIN.COM/IN/ANNIECUSHING


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