ePrivacy Directive

What the EU’s new EPrivacy Regulations means for Web Analytics Platforms

The ePrivacy Regulation will likely be finalised by 2019 and will revoke the ePrivacy Directive, which is also referred to as the “cookie law”.

While the General Data Protection Regulation (GDPR) legislates on personal data, the ePrivacy regulation is more concerned with electronic communications and the privacy implications of their transmission.

According to Recital 2 of the ePrivacy regulation, the provisions laid down by the ePrivacy regulation are intended to “particularise and complement” the rules on personal data provided by the GDPR by “translating its principles into specific rules.”

In a practical sense, and in terms of what’s most likely to be of interest to individuals and organisations, it regulates on topics including direct marketing, the transmission of communications between devices, browsers and cookies.

Interestingly, and unlike the GDPR, it also specifically references “web measurement,” which will be of particular interest to webmasters and marketers who are unclear on the extent to which GDPR applies to web measurement platforms like Google Analytics and Adobe Marketing Cloud.

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Voice Search

Increased use of Voice Search brings new opportunities and challenges for Local Businesses.

2018 has already been the year for voice search and virtual assistants, with tools such as Alexa and Google Home being more widely adopted into our homes and work places.  By 2020, the majority of searches made will be voice search rather than traditional searches; and companies should already have started adapting their search strategy for both SEO and PPC in readiness.

When a visitor arrives on your website etc, using analytics tools such as Google Analytics, it is possible to understand which terms are being used to drive traffic.  In addition what terms are being searched for on your site once they arrive (if you have a search field).  However, with the rise in voice searches, visitors don’t necessarily ever get to your website, rather the virtual assistant gives users the answers directly.

What do consumers want most from voice search and local businesses?

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Web Analytics won’t give you all the answers

Web Analytics tools like Google Analytics and Adobe Marketing Cloud  are fantastic tools for understanding what your website/app visitors are doing when they get to your site however, measurement and data capture traditionally only starts when they get to your website.

So how can you understand what happens before or after your website?

There are a number of tools that you should consider to get a view of the bigger picture.

Social Media

What posts are you placing and how frequently?  How many ‘Likes’ and ‘Shares’ do you have on these posts and how many people are following you?  Unless you have a click-through to your website, you can’t see in analytics how successful these post are.  I would recommend considering the data in your social media tools (Facebook, LinkedIn, Instagram, Twitter etc) to understand volume of posts along with audience measurement and topic interest; even in its crudest form this will highlight trends that will help your social efficiency and content strategy.

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ABC of Analytics

The A, B, C of Google Analytics and metrics available.

  • Are you a business with a website?
  • Do you have useful content or unique products?
  • Is your desired audience attracted to your website?
  • Are you able to hold and convert the potential customers into loyal customers?

Using tools such as Google Analytics will help you not only understand who your audience is, what they are looking for and how often they are engaging with your site, there are host of other metrics that will help you improve your website and overall business performance but first you need to understand what is success for your specific website.

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Google updates Store Visits Tool

Google’s Store Visits Tool tracks online interactions and their contribution to walking in store, giving a greater understanding of the multi-channel.

First, by using machine learning, Google has expanded the Store Visits Tool capabilities to measure store visits at scale including visits that happen in multi-story malls or dense cities like Tokyo, Japan, São Paulo, Brazil where many business locations are situated close together.

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Google offers free cross-channel, multi-platform attribution tools on analytics

Google claims that its new product will measure the impact of marketing across multiple devices and channels.  Although still in Beta, Google are working with selected advertisers and will roll out across a wider audience in the coming months.

Built off Adometry, an online attribution company which Google acquired in 2014.  Google Attribution is a new free solution Google offers as part of its analytics.

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Google Analytics to Unify Users Across AMP and Non-AMP Pages

Google Analytics is enhancing support for Accelerated Mobile Pages (AMP’s) by unifying users across both AMP and non-AMP pages.

What is an AMP?

AMP’s were formally announced on Oct. 7, 2015, with support from Google, Twitter, WordPress and several publishers and other companies.  Fundamentally, they are HTML pages designed to be super lightweight and critically designed to make really fast mobile pages.  The AMP project embodies the vision of having content that is “Instant, Everywhere”.

What are the benefits of this change?

This unification will have the benefit of improving overall user analysis, while providing a more accurate understanding of how site visitors are engaging with a website across the two page formats.

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