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.

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 […]

Non-Interaction Events in Google Analytics

May 6, 2014

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You already know about event tracking in Google Analytics and using it for everything from downloads to video plays. Maybe you’re using jQuery or Google Tag Manager to capture events. One thing to note about events is that, by default, events affect the bounce rate. That is, if a user lands on a page and […]

Making URLs Better Through Content Grouping in Google Analytics

February 27, 2014

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URLs are often one of the most problematic labels for data in web analytics: they’re messy, full of inconsistency, gunked up with a bunch of query parameters that may or may not be useful to you. It tends to make analyzing your content a mess. There are a number of suggestions for cleaning up those […]

Google Analytics & BigQuery: The Whys and Hows

January 27, 2014

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Back in May, Google announced that GA Premium customers would be able to export analytics data to BigQuery. It’s now rolling out to all Premium customers. What does this really mean? What’s it let you do beyond what you could before? How do you access the data? BigQuery stores your GA data in what is […]

W3C Customer Experience Data Specification Released

December 19, 2013

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If you use Google Tag Manager or another tag management tool, you’re probably already familiar with the idea of a data layer. It’s basically a centralized place for information about the page to be passed to analytics and other measurement tools. Up to now, there have been some informal conventions in tools like GTM. But […]

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