Adding Context to Analytics
Google Analytics is a ubiquitous tool for tracking website traffic. With it, you can track how users are finding your site, what they do when they get there as well as details about who they are. Over 85% of the top 100,000 sites use Google Analytics for tracking.
As pervasive as this technology is, I believe that it is missing a key piece to truly empower users to take action on their data and that missing piece is context.
Sure you can see traffic patterns and see what sources are sending traffic on particular days, but do you know why?
I’ve seen at least 100 Google Analytics setups and a common theme is not being able to tie traffic patterns to business or marketing activities. Sure, there are ways to do this, but click data only tells a part of the story. Google Analytics also has an ‘annotations’ tool that allows users to manually input notes related to a date, but that is used...
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