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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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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Web Analytics is about MUCH more than SEO

Since working in the world of web analytics, I have come across a common misconception about what web analytics is.  When you talk about improving performance and conversion of websites, in many instances the first comment is “So you do SEO”.  Many simply think optimising a website is SEO purely because of the word ‘optimisation’. Continue reading “Web Analytics is about MUCH more than SEO”