A/B testing tools like Optimizely or VWO make testing easy, and that’s about it. They’re tools to run tests, and not exactly designed for post-test analysis. Most testing tools have gotten better at it over the years, but still lack what you can do with Google Analytics – which is like everything.
Google might be the holy grail of analytics, and there’s little question that you need it plugged in if you want to track your website’s success. But that doesn’t mean Google Analytics is telling you the full story.
In fact, your analytics could be telling you outright lies.
As an optimizer, it’s your responsibility to understand the implementation and analysis of digital analytics. Gone are the days of relying on the IT department to help you with basic analytics tracking. [Tweet It!] Fortunately, Google Tag Manager makes it easy.
Still, many optimizers don’t use Google Tag Manager (or any tag manager, for that matter) because it looks daunting. The truth is that once you understand the basics, it essentially becomes a second language.
The success of an online business is measured by various indicators.
The data required comes mostly from web analytics tools – the most popular being Google Analytics. But what if the tool isn’t reporting what people expect it to report? What if you can’t trust all of the metrics in GA?
Knowing where to segment your Google Analytics data can be daunting. Where do you start? And how the Hell are you supposed to know if what you’re looking at is going to make any difference what-so-ever?
Trust me, I hear you. I’ve been learning more about gaining real insights from analytics myself, and my head’s been reeling from staring down the infinite possibilities.
Here’s something scary, according to MECLabs & Magento’s 2014 eCommerce Benchmark, only 13% of those studied base their testing on extensive historical data.
You may have heard that Google recently announced that Universal Analytics was officially out of beta.
But what does that mean & more importantly, how can you take advantage of Universal Analytics to improve your business?
Let’s start with the basics.