Articles listed within: Knowledge Base | General

Understanding the HYBRID method

18th Sep 2018

Verified Data uses a unique hybrid method that drives over 200 tests performed on your website and Google Analytics account data. Firstly, the tool spiders your website looking for trackable content. The spider behaves just like a real visitor in that it waits for each page to load, then searches for clickable elements e.g. file downloads, outbound links, search boxes, submission forms etc., and clicks on them. The purpose being to listen for any signals being sent to Google Analytics. If the pageview or any of those click-throughs do not send a Google Analytics hit, then you know there is a problem. Secondly, when Read more


Understanding the Weighted Scorecard Method

18th Sep 2018

Underneath the hood, there is some smart technology behind Verified Data (read about the hybrid method) that drives over 200 tests. However, a key aspect of understanding if there are any issues, is the ability to visual the data quality. This is  achieved by using a scorecard approach - essentially a traffic light system of red, amber, green checks that are converted to scores. These are "weighted" by you based on how important each section is to your business, summed and normalised (a fancy way to say scored out of 100) to provide the overall data Quality Score. This 2 minute Read more


Advanced Segmentation

24th Aug 2018

A key part of any analysts job is the segmenting of data—that is, the grouping (or separating) of data into similar "types". Without doing this, you either end up analysing all of your disparate data so that you only can see the big changes in patterns (missing the detail), or focus on individual sessions resulting in missing the bigger picture as well as potentially simply looking at the wrong sessions the e.g. least valuable one. Segments are most powerful when applied at the visitor level i.e. what can you know about a Read more


Understanding Visitor Attribution

24th Aug 2018

Attribution What marketing activities should receive credit for sending you traffic? Which should receive the credit for any resultant conversions, such as becoming a customer or a new lead? These questions are what attribution attempts to answer. Having a consistent, robust campaign tracking process in place is the key requirement for Google Analytics to report the correct attribution. This article explains the background to this. The Google Analytics default model is the last non-direct click attribution model. That is, the last click-through referrer is given credit, except if the last click is direct. In Read more


What Counts as Personal Information

24th Aug 2018

According to the Google Analytics Terms of Service, you are not allowed to send Personally Identifiable Information (PII) data into your reports. Examples include: Names; Email addresses; Street Addresses; Computer IP addresses; National ID numbers; Or anything that, even if it is not directly PII, can identify an individual with simple effort. Google Analytics is an anonymous tracking tool and therefore should be used as such—that is,  used to track visitor behaviour and monitor trends that give you information/feedback on how to improve your marketing efforts, user experience, call to actions, micro and macro goals, as well Read more


GDPR Background

24th Aug 2018

The GDPR—General Data Protection Regulations, or more specifically Regulation (EU) 2016/679, is a European wide data privacy and protection law that aims primarily to give control back to citizens and residents over their personal data and to simplify the regulatory environment for international business by unifying the regulation within the EU. It becomes enforceable from 25 May 2018. Warning: The following is not legal advice, rather the opinion of Brian Clifton, author of Advanced Web Metrics with Google Analytics and Successful Analytics: Gain Business Insights by Managing Google Analytics. He is Director of Data Insights & Analytics at Search Integration Sweden Read more