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Last Click Attribution is Dead, and Web Analysts Need to Take Notice

Fighting For Attribution

Last click attribution is going the way of the dinosaur. It had its time on the planet, but eventually a big meteor plunged down and *poof* no more last click. What is the big cataclysmic event? Quite simply put, the need for data. We live in a world where multi-channel and omni-channel are common place terms. A world where it takes …

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The Dangers of Bounce Rates

In the E-commerce industry, one of the most effective ways to optimize your conversion rate is to optimize your bounce rate. Think about it – if the majority of people come and leave your website without completing the actions/goals you need, then you will not have a good conversion rate. Enter the bounce rate The standard definition of bounced visit …

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Google and AOL Buy Attribution Technologies

Multi-Channel Marketing

I recently posted how Last Click Attribution is Dead and how new attribution models need to be used. The central point I make is that Last Click is no longer a relevant mechanism and online marketing has matured to the point of needing more. Marketers need not only to understand how multiple touch points influence a purchase, but they also need …

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