Articles by Jonathan Weber | LunaMetrics

Jonathan Weber

Jonathan Weber is our Data Evangelist, focusing on bringing the strategic value of data analysis to our customers. He spreads the principles of analytics through our training seminars and is currently writing a book on Google Analytics & Tag Manager. Before he caught the analytics bug, he worked in information architecture. Away from the computer you can find him as a flower farmer and plant geek.

How Accurate is Sampling in Google Analytics?

March 3, 2016

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You’ve probably seen this little warning in Google Analytics from time to time as you look at reports: When the number is less than 100%, that means that Google Analytics is employing sampling to estimate the total. This occurs when you request a report that isn’t pre-aggregated (by using a segment, adding a secondary dimension, […]

Putting the “Universal” in Analytics: Best Practices

April 7, 2015

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Google Analytics’ newest generation, Universal Analytics, is so-named because it goes beyond just the web, opening up new possibilities to bring together measurements across customer interactions in many environments. The overall drive is toward a more holistic and complete view of our audience, whether it’s by rolling up data across sites, seeing behavior across devices […]

Attribution and Google Analytics

December 23, 2014

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Log in to Google Analytics and have a look at the Acquisition reports, and you’ll find all kinds of data on how people get to your site. Ever wonder where that comes from, and how GA decides what the source, medium, or campaign values are? Wonder no more, because here we’ll de-mystify the rules. The […]

Logging Raw Google Analytics Data using Keen IO

September 2, 2014

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Google Analytics export to BigQuery is great for getting at the raw session-level data of Google Analytics. But, it’s only for GA Premium (GAP) subscribers. If you have other reasons to need GAP – like increased sampling limits, DoubleClick integration, or additional custom dimensions — and you have the money to spend, GAP is a […]

Segmenting Google Analytics by Session Frequency

July 30, 2014

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Segments are one of the most powerful features of Google Analytics, and they are often useful for zeroing in on the sets of users who are most valuable to us. One way of looking at potentially valuable users is to look at the frequency with which they visit the website. Let’s look at a couple […]

The Only* Statistical Significance Test You Need

July 1, 2014

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You’ve heard the term “statistical significance”. But what does it really mean? I’m going to try to explain it as clearly and plainly as possible. Suppose you run two different versions of an ad, and you want to know if the click-through rate was different (or you are comparing two different landing pages on bounce […]

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