1. Are Your Reports Pretty Little Liars?Annie Cushing @AnnieCushing

2. just call meDR DATA 3. relying on nebulous USER data 4. USERS(FKA UNIQUE VISITORS)NEW USERSDAYS SINCE LAST SESSION% NEW SESSIONSCOUNT OF SESSIONSUSER TYPE(NEW/RET VISITOR)USER DEFINED VALUES metricdimension 5. = 6. google knows these are not visitors. 7. there are a few 8. site must have a login 9. visitors need to actually log in 10. site must upgrade to universal 11. site must capture customer id 12. you must set up a new view 13. WARNING: your user data will shrink 14. quite the BOON for sites like these . 15. ignoring LOGGED IN users 16. TWO WAYSto accomplish this 17. custom variables 18. custom variables 19. custom dimensions 20. custom dimensions 21. custom dimension setup 22. good candidates customer id 23. good candidates customer id logged in 24. good candidates customer id logged in author 25. good candidates customer id logged in author page category (not tags) 26. good candidates customer id logged in author page category (not tags) publication date 27. good candidates customer id logged in author page category (not tags) publication date gender 28. good candidates customer id logged in author page category (not tags) publication date gender age 29. good candidates customer id logged in author page category (not tags) publication date gender age membership level 30. good candidates customer id logged in author page category (not tags) publication date gender age membership level 31. good candidates customer id logged in author page category (not tags) publication date gender age membership level number of help articles viewed 32. good candidates customer id logged in author page category (not tags) publication date gender age membership level number of help articles viewed complaint 33. good candidates customer id logged in author page category (not tags) publication date gender age membership level number of help articles viewed complaint 34. missing metrics that MATTER 35. good candidates cost of goods sold 36. good candidates cost of goods sold profit 37. good candidates cost of goods sold profit margin 38. good candidates cost of goods sold profit margin number of members 39. good candidates cost of goods sold profit margin number of members population 40. good candidates cost of goods sold profit margin number of members population game score 41. good candidates cost of goods sold profit margin number of members population game score awards 42. good candidates cost of goods sold profit margin number of members population game score awards points 43. good candidates cost of goods sold profit margin number of members population game score awards points email opens 44. good candidates cost of goods sold profit margin number of members population game score awards points email opens email sends 45. good candidates cost of goods sold profit margin number of members population game score awards points email opens email sends 46. whatMARKETERScare about 47. whatBUSINESS OWNERScare about 48. when these COLLIDING realities intersect 49. examples fromthe WILD 50. email metrics in campaign reports? ALL DAY 51. see medium history for a registered USER 52. hosing your CAMPAIGN tagging 53. labels matter 54. reports impacted if you get MEDIUM wrong 55. what happens when you tag INTERNAL links 56. 1.4 MILLIONsessions overwritten 57. 1.4 MILLIONsessions overwritten 58. using THIRD-PARTY services 59. booking engines 60. event services 61. payment gateways 62. application sites 63. partner sites 64. PLAN Akeep them on your site 65. PLAN Bcross-domain tracking 66. how toCHECKyour tracking 67. STEP 1: install google analytics debugger 68. STEP 2: open the consolectrl-shift-jcommand-opt-j 69. STEP 3: check the visitor/client id 70. STEP 4: make sure domain is different 71. STEP 5: check for a match 72. PRO TIP: set up auto-linking 73. GET ALL THE LINKS