What is it you are measuring?
On Analytics
Web analytics has always been a double-edged sword, over time it has become ever more blunt.
Analytics should help us decide what to do next. Actionable rather than interesting. Reasons to be careful with web analytics.
- Keywords are now inconsistent and randomly distributed
- Campaign performance is therefore suspect
- Everything you see in Google is averaged out
- Volumes of clicks are often inversely related to value
Attributing Value
First-click attribution tells us which sources of attention are producing ultimately interested people. The second and subsequent clicks are affected by the first.