Google Analytics Archives | LunaMetrics

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Marketing Channel Attribution with Markov Models in R

June 30, 2016


Data empowers us to better understand our users and their behaviors, while methods provide us with the means for analysis. These methods, ranging anywhere from simplistic (i.e. frequency) to complex (i.e. clustering), allow us to choose what we want to understand from the data. A popular way to understand our users and their behaviors in […]

Why Did My Sessions Go Down in Google Analytics?

June 29, 2016


Perhaps the most common question that an analyst receives is “Why did my sessions go down last month?” The question of why sessions increased is not asked with nearly the same frequency, or urgency, but it is equally important. A significant change in sessions, formerly known as visits, usually means that a significant event happened […]

How Does Google Analytics Collect Information?

June 22, 2016

It uses the tracking code, of course! But there’s more to it than that. The latest version of Google Analytics (GA) – Universal Analytics – utilizes what is known as the Measurement Protocol to request, compile, and send the information to GA. The Tracking Code The first step is adding tracking code to your page. This post […]

I’ve Just Installed Google Analytics: Now What?

June 16, 2016

Google Analytics works great out-of-the-box for most users. Copy/paste the code onto your site (or set up through Google Tag Manager) and you begin receiving information about who your users are, how they’re arriving on your site and what pages they’re visiting. Just the initial implementation gives you valuable reports that you can use to […]

Extending Google Analytics with Programmatic Data Import

June 15, 2016

There are lots of external data sources with juicy information you might like to see modeled in Google Analytics. Maybe you’ve got cost data from non-Google ad networks you’d like to see accounted for in your reports. Maybe you have data from a CRM that you want to use to enhance your Google Analytics reporting. For these and many other cases, Data Import is your huckleberry.

Google Analytics Enhanced Ecommerce: The Order of Implementation

June 13, 2016

Enhanced Ecommerce for Google Analytics (Universal) can offer a goldmine of valuable information about your users’ purchases and shopping behavior. With some of its more advanced features, Enhanced Ecommerce can even provide insight into the performance of your product lists and internal promotions. In short, it’s great and everybody should be using it! There’s no […]

Using Google Analytics Measurement Protocol with Webhooks

June 9, 2016

Like most LunaMetricians and analysts in general, I’m a huge fan of automation. Working on account administration and implementing web tracking should be as efficient as possible so that more time can be spent on the valuable analyses that come after. Google provides API solutions for the majority of implementation, managing accounts and reporting (check out the new […]

Getting Started with R and Google Analytics

June 2, 2016

R is a statistical tool that can enrich you website data analysis. Unfortunately, R has a steep learning curve and can be intimidating to a first time user. However, the payoff is worth the effort. In this post I will help you get started by demonstrating some of the most useful R commands. First, you […]

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