My first experience with Amazon publishing and it was amazing!

Web Analytics Fundamentals to Digital Outcomes: Learn how to frame Web Analytics Concepts to Digital Outcomes

The content are full of examples to understand fundamental concepts to frame digital Outcomes


Guide Main content is about:

  • How data collection works in an analytics tool like Google Analytics
  • Performance metrics and indicators
  • Types of goal for a website / app
  • Measuring behaviours
  • Traffic sources
  • Key ecommerce metrics
  • Advanced settings, using Google Analytics Enhanced Ecommerce

Time to say GoodBye to Bounce Rate in Google Analytics

Goodbye, bounce rate — welcome to the new engagement rate in Google Analytics 4

We should focus on the audiences that impact and interest the organization’s brand, be it the bounce rate or the engagement rate.

Considered by many to be the metric of metrics, the new Google Analytics 4 ended the bounce rate, which was a true urban myth, replacing it with another type of metric.

The bounce rate formula is as follows:

No. of total sessions / no. of rejected sessions (sessions with only one page viewed and no engagement sent to Google Analytics servers)

A practical look at the new Google Analytics 4

Google Analytics 4 (credits Google Analytics)

This article is aimed at those who already know the current Google Analytics, also called Universal Analytics. The new Google Analytics 4 (GA 4), which was called Google Analytics App + Web, brings a change long demanded by the Web and App Analytics Market: to base the measurement not on pageviews, but on events. This means, for example, that pageviews and screenviews are considered events, as opposed to what happened before (example: event category, event label, etc.).

Organisation of information

The current version of Google Analytics is organised as follows:

This article serves to alert and invite to reflection marketers who use Google Analytics as a tool for measuring and optimising digital marketing campaigns. It will serve mainly as a general guide, and the analysis should always be done on a case-by-case basis.

every road get you anywhere

1. Aiming to measure everything without a strategy

In fact, it is possible to measure the number of times the mouse cursor passes on an image, but this information can’t be used to make decisions. We should be more objective, starting with the most obvious, which will be what will define the success of the application or the website.

Always ask what is business outcome…

The optimization of digital marketing campaigns should consider always the intended audience and the digital Outcomes to be obtained. For best results we should follow a practice that is consistent with the pursuit of our objectives online and offline.


It is very important to define the goal to achieve, which may be brand awareness (reach and interaction), sale (online and offline), submission of forms such as requests for information or registrations in newsletter;
These objectives were agreed upon as micro-objectives because they are those objectives that help to “enter” the initial stages of the customer journey

The journey of the…

Simple Explorer Dashboard

Google has for some time launched Google Data Studio and made it free to use (one of the versions). Google Data Studio is a reporting and visualization tool.

When designing a report, dashboard and / or presentation we should reflect and should elaborate the following questions:

  • Who is this Dashboard for?
  • What is the purpose of the dashboard?
  • What questions will we answer?
  • What is the comparison period?
  • Is it simple to understand?
  • What is the disposition of the information?

If we answer these questions we will have a dashboard, simple and with the information we need!

This is a…

When click-throughs in Facebook, Adwords, and other campaigns do not fully match sessions in Google Analytics, it’s all natural, since we’re comparing, different metrics, Clicks, and Sessions, and we’re also comparing to different tools. There is usually a difference, but not very significant, between + -20% between clicks and sessions.

Balance between Facebook, Twitter and other and

Normally when this result is higher we are faced with a problem that can and should be misunderstood:

  • urls not coded with “utm” Google Analytics codes
  • Bounce rate values ​​with very high values ​​and very high discrepancies, even though the urls with said utm codes
  • Website problem (does not accept…

Common problems with data collected at the website level using Google Analytics

Data Quality a problem in a world full of data

- “Duplicate Pageviews”

Web analytics tool scripts, poorly installed, easy to solve! 😁

- Count “bots” and “robots” as people on the website

“Web Analytics” tool (we usually speak of Google Analytics), misconfigured, easy resolution but bad for the ego! 😁

- Do not segment traffic

Campaign links, which are not set up for each medium and dark posts form social media(i.e Facebook, Twitter), easy to solve! 😁

- Spam Traffic

This is a recurring problem that requires constant monitoring, requires the help of a specialist! 😉

Do not link other data sources to your Web Analytics tool and do not import data from other sources (campaigns)

This is a recurring problem and should be seen regularly, once set up initially, requires the help of a specialist!😉

Not knowing which pages are most viewed by subject and what kind of media is most interesting for the user

It should be included in the Digital Analytics solution planning document that tells us…

Publisher’s revenue stream is being taken by Tech Giants like Google and Facebook

How Digital are disrupting Publishers and the need to take their content to a new business model, which is related to content quality with deep investigation, using all type of rich media!

The Past and the Present

Publishers are producing content and putting intrusive ads or native ad content that users don’t like or don’t trust and continue to interrupt instead of making easy to consume content (We understand the need for money to pay the bills on the end of day).

Publisher’s aren’t moving the needle to get new ways of making money instead they are making more of the same, more ads and…


Customer Experience — What is it? Stands for?

Image courtesy of pixabay

The definition of “customer experience”, as the name implies, is in the experience at each point of contact where the customer, or potential client, interacts with the organization; In each channel on or offline, although more and more look at the paradigm in an integrated way, because it makes all sense.

Ominichannel (the use of multiple channels by the customer) allows the customer the true flexibility in choosing their channel of preference for each type of contact.

Customer experience — the example of the tourism area

Let’s use the example related to the tourism area through the hotel units in resorts and these have 3 phases: before, during…

Jorge Cunha

Founder and Consulting for Digital Analytics @ITTechBuZ interested in Digital Marketing Analytics, Data, Privacy, New data economy.

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