Dorcas Alexander

Dorcas Alexander is a Manager for the Analytics & Insight department. Her path to LunaMetrics followed stints in ad agency creative, math, and computer science. Dorcas has a master's degree in language and information technologies from Carnegie Mellon University, where she helped build precursors to a Universal Translator. One of the top-rated tournament Scrabble players in Pennsylvania, Dorcas has an insatiable drive to compete and win.

Smarter Marketing Planning With Data-Driven Attribution

December 4, 2017

Understand which marketing channels are contributing and at what point in a customer’s journey with Data-Driven Attribution in Google Analytics 360, a custom model built for you with all of your Google Analytics data. Discover channels with previously-hidden value, campaigns that are outperforming expectations, and new ideas for your message and positioning. Data-Driven Attribution, coupled […]

How Big Is Your Metric Share in Google Analytics?

March 9, 2017


You get the big picture from your top-level metrics or KPIs, but to find action items you need to look more closely. Focus on one contributor to a top-level metric like sessions. For example, you could look at mobile sessions instead of all sessions. How’s your new responsive site doing? Specifically, what is mobile’s metric […]

Report Multiple Categories with Custom Metrics in Google Analytics

July 14, 2016


In an earlier blog post I covered how to report multiple categories with a custom dimension in Google Analytics – you string together all of your categories in a single value, and then separate them using GA dashboards, Google sheets, or Excel. You should stick with the custom dimension solution if you have more than […]

How to Report Items in Multiple Categories in Google Analytics

May 25, 2016

Google Analytics has many built-in ways to report on categories, unless you have individual items that each belong to multiple categories. Have you wondered what’s the best way to report on scenarios like articles belonging to multiple topics or have multiple authors or events (user actions) related to more than one category, If so, this blog post is for you!

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