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July 7, 2014July 7, 2014 Guide to Understanding Web AnalyticsGuide to Understanding Web Analytics 11

A BEGINNER’S GUIDE TO UNDERSTANDING WEB

ANALYTICS

By

Barbara Tucker


INTRODUCTIINTRODUCTIONON

One of the huge advantages of marketing using the Internet is the One of the huge advantages of marketing using the Internet is the availability of vast quantities of data to help us measure how we availability of vast quantities of data to help us measure how we are doing. A whole new science has emerged around the are doing. A whole new science has emerged around the measurement of the data generated on the Internet – this measurement of the data generated on the Internet – this science is called Web Analytics.science is called Web Analytics.

At first blush, the whole world of web analytics is overwhelming - At first blush, the whole world of web analytics is overwhelming - especially for small businesses without significant financial especially for small businesses without significant financial resources or an IT department. Where does one start? What resources or an IT department. Where does one start? What should we be measuring? How do we get the data and what tools should we be measuring? How do we get the data and what tools should we be using? How do we make sense of it all? And most should we be using? How do we make sense of it all? And most importantly, how will it help us make better decisions?importantly, how will it help us make better decisions?

This beginner’s guide is intended to help sort it all out by examining This beginner’s guide is intended to help sort it all out by examining what to measure and why, and what sorts of tools are out there what to measure and why, and what sorts of tools are out there to get you started.to get you started.


WHAT TO MEASURE AND WHAT TO MEASURE AND WHYWHY

Avinash Kaushik is the author of two well-known books on web Avinash Kaushik is the author of two well-known books on web analytics and is well-known in the analytics world as Google’s analytics and is well-known in the analytics world as Google’s “Analytics Evangelist”. Kaushik tells us that data should be in “Analytics Evangelist”. Kaushik tells us that data should be in the service of driving action. Data by itself only gives us raw the service of driving action. Data by itself only gives us raw numbers which more than likely prompt us into asking more numbers which more than likely prompt us into asking more questions. But data alone does not give us the answers to questions. But data alone does not give us the answers to those questions or the insights we need to make decisions.those questions or the insights we need to make decisions.

That being said, how do you choose what to focus on so you know That being said, how do you choose what to focus on so you know what actions to take? The answer lies in going back to business what actions to take? The answer lies in going back to business basics. Knowing what data to measure, track, and analyze basics. Knowing what data to measure, track, and analyze requires a deep understanding of your business, what drives it, requires a deep understanding of your business, what drives it, and your business objectives and goals.and your business objectives and goals.

In his popular blog, Occam’s Razor, Kaushik wrote about a model In his popular blog, Occam’s Razor, Kaushik wrote about a model he developed for guiding our thinking in how we go about web he developed for guiding our thinking in how we go about web analytics.analytics.


Kaushik’s Digital Marketing & Kaushik’s Digital Marketing & Measurement ModelMeasurement Model

The DMMM is a 5 step process intended to The DMMM is a 5 step process intended to clarify the purpose of your web analytics clarify the purpose of your web analytics effortsefforts

Step 1: Identify business objectives (should be Step 1: Identify business objectives (should be DDoable, oable, UnderstandableUnderstandable, , MManageable, and anageable, and BBeneficial or DUMB!)eneficial or DUMB!)

Step 2: Identify crisp goals for each objectiveStep 2: Identify crisp goals for each objectiveStep 3: Identify the KPI’s (Key Performance Step 3: Identify the KPI’s (Key Performance

Indicators) for each goalIndicators) for each goalStep 4: Identify targets for each KPIStep 4: Identify targets for each KPIStep 5: Identify the segments of people/ Step 5: Identify the segments of people/

behaviour/ outcomes to analyze and behaviour/ outcomes to analyze and understand success or failureunderstand success or failure


Kaushik’s Digital Marketing & Measurement Kaushik’s Digital Marketing & Measurement ModelModel

Here’s a sample of what a DMMM might look like:Here’s a sample of what a DMMM might look like:

ABC COMPANY

Create awareness

Generate leads Highlight events

Reinforce offline / online advertising

Capture leads (email / contact)

Provide information and resources

Engage community via local events

Branded traffic Conversion: e-newsletter sign-up

# of downloads

Visitor loyalty

7K visits / mo 45 / mo 150 / mo 50% repeat visits

Traffic source Converted visits

Traffic sources Site Tools Used

Document type Geography

1 visit, 2 visits, 3 visits, etc.

Objectives

Goals

KPI’s

Target

Segments


Kaushik’s Digital Marketing & Kaushik’s Digital Marketing & Measurement ModelMeasurement Model

In developing objectives, goals and KPI’s, it is important to focus on the In developing objectives, goals and KPI’s, it is important to focus on the complete customer journey and answer the following questions for each:complete customer journey and answer the following questions for each:

AcquisitionAcquisition•How do you How do you acquire traffic?acquire traffic?•Are you covering Are you covering all media? i.e. all media? i.e. earned, owned, earned, owned, and paidand paid•How you How you prioritize these?prioritize these?•Where are you Where are you spending most of spending most of your efforts?your efforts?

BehaviourBehaviour•What behaviour What behaviour do you expect do you expect when people when people arrive?arrive?•What pages What pages should they see/ should they see/ videos should they videos should they watch?watch?•How often should How often should they visit?they visit?•What actions What actions should they take?should they take?

OutcomesOutcomes•What outcomes What outcomes signify value signify value delivered to the delivered to the business – online business – online and offline?and offline?• e.g. a download, e.g. a download, a purchase, sign-up a purchase, sign-up for a newsletter, a for a newsletter, a 10% increase in 10% increase in brand perception?brand perception?

TWO THINGS TO REMEMBER WHEN BUILDING YOUR DMMM!


AND!AND!

Consider both ‘owned’ and ‘rented’ Consider both ‘owned’ and ‘rented’ channelschannels

““Owned” channels are your website, mobile, Owned” channels are your website, mobile, desktop, blog, forums, etc.desktop, blog, forums, etc.

““Rented” channels are your social existences Rented” channels are your social existences such as: Facebook, YouTube, Pinterest, such as: Facebook, YouTube, Pinterest, Instagram, etc.Instagram, etc.

Need to do both of these well.Need to do both of these well.

Own

RentFacebook

YouTube

Instagram

Your website

(desktop and mobile)

+Success =


TempDesktop

Desktop

So, how many should we choose and So, how many should we choose and which ones?which ones?

There is an infinite choice of metrics available but it would be There is an infinite choice of metrics available but it would be impossible to track everything, so it is important to choose a few impossible to track everything, so it is important to choose a few that are really critical. Kaushik recommends choosing two that are really critical. Kaushik recommends choosing two metrics for each of acquisition, behaviour, and outcomes and, metrics for each of acquisition, behaviour, and outcomes and, within each of those, for owned (desktop and mobile) and within each of those, for owned (desktop and mobile) and rented (permanent and temporary) digital properties. That is a rented (permanent and temporary) digital properties. That is a total of 24 metrics.total of 24 metrics.

ACQUISITION

BEHAVIOUR OUTCOMES

OWN

OWN

OWN

RENT RENT RENT

Mobile

Mobile

PermMobile

TempDesktop

Perm Perm

Temp


This is how it looks in table form with the specific metrics he This is how it looks in table form with the specific metrics he recommends for each category:recommends for each category:

So, how many should we choose and So, how many should we choose and which ones?which ones?

Source:


Another framework for choosing Another framework for choosing metricsmetrics

Eric Peterson is another well-known author and expert in the Eric Peterson is another well-known author and expert in the web analytics field. He recommends choosing metrics web analytics field. He recommends choosing metrics based on their business model and has identified four based on their business model and has identified four different online business models:different online business models:

1)1) Online commerceOnline commerce – a website that sells products, services, – a website that sells products, services, or informationor information

2)2) AdvertisingAdvertising – a website that attracts users with content and – a website that attracts users with content and earns revenue by delivering advertising to which users will earns revenue by delivering advertising to which users will hopefully respondhopefully respond

3)3) Lead generationLead generation – a website that attracts users with – a website that attracts users with information about a product or a business in an attempt to information about a product or a business in an attempt to gather contact information about the visitorgather contact information about the visitor

4)4) Customer supportCustomer support – a website designed to answer – a website designed to answer questions visitors may have about a product or service questions visitors may have about a product or service without having to call. Usually part of one of the other without having to call. Usually part of one of the other types of websites, but worth tracking separately.types of websites, but worth tracking separately.

The specific metrics he recommends for each business model The specific metrics he recommends for each business model are outlined as follows:are outlined as follows:


Key Performance Indicators by Key Performance Indicators by Business ModelBusiness Model

Online CommerceOnline Commerce Bounce rateBounce rate # visits & # page views# visits & # page views % new to returning visitors% new to returning visitors % new visitors% new visitors % returning visitors % returning visitors Key conversion rates (along Key conversion rates (along

conversion funnel)conversion funnel) Sales per visitorSales per visitor Average order valueAverage order value % visits under 90 seconds% visits under 90 seconds New/repeat customer New/repeat customer

conversion ratesconversion rates Customer retention rateCustomer retention rate Referring domainsReferring domains Search keywords and phrases Search keywords and phrases

that drive traffic to youthat drive traffic to youSource:



AdvertisingAdvertising Bounce rateBounce rate # of visits & # page views# of visits & # page views Ratio of new to return visitorsRatio of new to return visitors % new visitors% new visitors % returning visitors% returning visitors Referring domainsReferring domains Search keywords and phrasesSearch keywords and phrases % of visits under 90 seconds% of visits under 90 seconds Avg. pages viewed per visitorAvg. pages viewed per visitor Avg. # of visits per visitorAvg. # of visits per visitor Avg. time on siteAvg. time on site Key conversion ratesKey conversion rates Top entry pagesTop entry pages Source:



Lead GenerationLead Generation Bounce rateBounce rate # page views# page views Ratio of new to returning Ratio of new to returning

visitorsvisitors % new visitors% new visitors % returning visitors% returning visitors Referring domainsReferring domains Search keywords & phrasesSearch keywords & phrases Top entry pages and Top entry pages and

contentcontent Lead conversion rateLead conversion rate Top pages/content Top pages/content

requested by new visitorsrequested by new visitorsSource:



Customer SupportCustomer Support # page views# page views Bounce rateBounce rate % new visitors% new visitors Search keywords & phrasesSearch keywords & phrases % visits under 90 seconds% visits under 90 seconds Top entry pages and contentTop entry pages and content ““Information find” Information find”

conversion rateconversion rate Top pages/content Top pages/content

requested by new visitorsrequested by new visitors

Source:


Some general Some general adviceadvice

Whichever way you choose to go in designing your web analytics Whichever way you choose to go in designing your web analytics program, here are some tips from the pros:program, here are some tips from the pros:

Don’t spend millions, but start somewhere. Small is best and Don’t spend millions, but start somewhere. Small is best and don’t bite off more than you can chew.don’t bite off more than you can chew.

Follow the 10/90 rule: for every $100 you spend on analytics, Follow the 10/90 rule: for every $100 you spend on analytics, $10 should be spent on the tool and $90 should be spent on $10 should be spent on the tool and $90 should be spent on the people.the people.

Experiment and focus on continuous improvement of your Experiment and focus on continuous improvement of your offering.offering.

Get the right data to the right people at the right time – this is Get the right data to the right people at the right time – this is all about defining and entrenching a process. Also, real time all about defining and entrenching a process. Also, real time data is sexy, but can decisions really be made that quickly?data is sexy, but can decisions really be made that quickly?

Reporting is not analysis – 80% of an analyst’s time should be Reporting is not analysis – 80% of an analyst’s time should be spent on extracting information from the raw data so it makes spent on extracting information from the raw data so it makes sense and is actionable.sense and is actionable.

Avoid the data quality trap! Don’t spend time or money Avoid the data quality trap! Don’t spend time or money perfecting the data – you can’t do it. Experiment as you go perfecting the data – you can’t do it. Experiment as you go and the quality will get better over time.and the quality will get better over time.


WEB ANALYTICS WEB ANALYTICS TOOLSTOOLS

Now that you have some insight into what you are going to Now that you have some insight into what you are going to measure, it is time to turn to the selection of the appropriate measure, it is time to turn to the selection of the appropriate web analytics tools. Like everything else to do with the web analytics tools. Like everything else to do with the Internet, the choice is staggering and of course constantly Internet, the choice is staggering and of course constantly changing. As a result, it’s important to take the time to changing. As a result, it’s important to take the time to determine which tool is right for you. determine which tool is right for you.

That being said, it is a daunting task to try and wade through the That being said, it is a daunting task to try and wade through the many options. The tool you choose will depend on:many options. The tool you choose will depend on:

Your organization – are you big or small; established or new?Your organization – are you big or small; established or new? Your budget – both financial and human resourcesYour budget – both financial and human resources Your level of sophistication – are you new to analytics or very Your level of sophistication – are you new to analytics or very

experienced?experienced? What data are you attempting to capture?What data are you attempting to capture?


Some simple Some simple factsfacts

Data is obtained from different sources:Data is obtained from different sources: Log file analysis – every action taken by a user is recorded in Log file analysis – every action taken by a user is recorded in

the log files on a web server and can be analyzedthe log files on a web server and can be analyzed Page tag analysis – the browser executes JavaScript code Page tag analysis – the browser executes JavaScript code

embedded in a website when a user takes certain action(s). embedded in a website when a user takes certain action(s). This information is used by the tracking software.This information is used by the tracking software.

Pixel tracking – is used to track email campaigns; a 1x1 pixel is Pixel tracking – is used to track email campaigns; a 1x1 pixel is loaded when images are loaded.loaded when images are loaded.

There are advantages and disadvantages to each of these There are advantages and disadvantages to each of these methods but together they can provide a rich picture. This methods but together they can provide a rich picture. This means that no one tool is king (or queen!), so you may need means that no one tool is king (or queen!), so you may need more than one to meet all of your needs.more than one to meet all of your needs.

There is a wide range of tools available and there are many free There is a wide range of tools available and there are many free options available which is ideal for small businesses, start-ups, options available which is ideal for small businesses, start-ups, non-profits and basically anyone who doesn’t have a large non-profits and basically anyone who doesn’t have a large budget.budget.


We have to talk We have to talk about Google about Google

Analytics!Analytics!Google Analytics is by far the most widely used web analytics tool Google Analytics is by far the most widely used web analytics tool

with over 50% of the top websites in the world using it as their with over 50% of the top websites in the world using it as their main analytics tool. It is one of the simplest and most robust main analytics tool. It is one of the simplest and most robust web analytics offerings and is a free service, although Google has web analytics offerings and is a free service, although Google has introduce some services which are not through Google Premium.introduce some services which are not through Google Premium.

It is well-known for its ease of use which makes it ideal for small It is well-known for its ease of use which makes it ideal for small business.business.

Its main features are: (see Its main features are: (see www.google.ca/analytics/features/www.google.ca/analytics/features/))Advertising and Campaign PerformanceAdvertising and Campaign Performance Analysis & Testing Analysis & Testing Audience Characteristics and BehaviourAudience Characteristics and Behaviour Cross-device and cross-platform MeasurementCross-device and cross-platform Measurement Data Collection and ManagementData Collection and Management Mobile Apps AnalyticsMobile Apps Analytics Integrations with other Google products like Adsense, AdWords, Integrations with other Google products like Adsense, AdWords,

etc.etc.


Back to the Analytics Back to the Analytics Evangelist!Evangelist!

To help determine the best analytics tools out there, we once again To help determine the best analytics tools out there, we once again turn to:turn to:

Avinash Kaushik – the Analytics Evangelist who defines web analytics Avinash Kaushik – the Analytics Evangelist who defines web analytics as not just clickstream analysis but ‘the analysis of qualitative and as not just clickstream analysis but ‘the analysis of qualitative and quantitative data from your website and the competition, to drive a quantitative data from your website and the competition, to drive a continual improvement of the online experience of your customers continual improvement of the online experience of your customers and prospects, which translates into desired outcomes.’and prospects, which translates into desired outcomes.’

He breaks analytics down into layers as illustrated below:He breaks analytics down into layers as illustrated below:


Multiplicity is the key to Multiplicity is the key to successsuccess

In Kaushik’s view, this In Kaushik’s view, this means that companies means that companies require more than one require more than one single all-encompassing single all-encompassing tool to understand the tool to understand the performance of its web performance of its web properties, the properties, the happiness of customers, happiness of customers, and competitive and and competitive and environmental factors.environmental factors.

The following graphic The following graphic identifies the tools he identifies the tools he recommends for each recommends for each stage of analysis:stage of analysis:


Clickstream Analysis – the Clickstream Analysis – the WhatWhat

Clickstream data is the largest source of data you will collectClickstream data is the largest source of data you will collect

Three clickstream tools are recommended:Three clickstream tools are recommended: Yahoo! Web AnalyticsYahoo! Web Analytics (free) (free) Google AnalyticsGoogle Analytics (free) (free) PiwikPiwik

These tools are so comprehensive that they will meet virtually These tools are so comprehensive that they will meet virtually any company’s needs.any company’s needs.

Other sources of clickstream data:Other sources of clickstream data: from RSS feeds, try from RSS feeds, try FeedburnerFeedburner from mobile, try from mobile, try Percent Mobile for SEO analytics, use for SEO analytics, use Google WebmasterGoogle Webmaster or or Bing Bing

WebmasterWebmaster tools tools


Outcomes Analysis – the How Outcomes Analysis – the How MuchMuch

Tools for measuring outcomes – analysis of macro conversions Tools for measuring outcomes – analysis of macro conversions (main goals such as purchase) and micro conversions (main goals such as purchase) and micro conversions (actions taken before a macro conversion):(actions taken before a macro conversion):

Yahoo! Web AnalyticsYahoo! Web Analytics Google AnalyticsGoogle Analytics PiwikPiwik 4Q4Q (task completion) (task completion) Share of SearchShare of Search (Insights for Search) (Insights for Search)To track data from offline connections with customers: (e.g. To track data from offline connections with customers: (e.g.

phone call)phone call) Mongoose MetricsMongoose Metrics IfbyphoneIfbyphoneIf you offer live chat:If you offer live chat: LivePersonLivePerson


Experimentation & Testing – Experimentation & Testing – the Whythe Why

Tools that help you experiment and test to optimize your web Tools that help you experiment and test to optimize your web properties:properties:

Google Website OptimizerGoogle Website Optimizer OptimizelyOptimizely - very easy to use - very easy to use AdWords Campaign Experiments by GoogleAdWords Campaign Experiments by Google – to optimize – to optimize

paid searchpaid search


Voice of Customer – the Voice of Customer – the Why (II)Why (II)

Clickstream analysis does not give us the complete customer Clickstream analysis does not give us the complete customer picture. Some qualitative tools are required.picture. Some qualitative tools are required.

Online surveysOnline surveys provide great insights: provide great insights: 4Q by iPerceptions4Q by iPerceptions - a site level survey (4-6 short questions on - a site level survey (4-6 short questions on

exit)exit) KISSinsightsKISSinsights – a page level survey (one question) – a page level survey (one question)

The key to their success is their ability to asking a few pertinent The key to their success is their ability to asking a few pertinent questions to get powerful results.questions to get powerful results.

Usability studiesUsability studies:: UserTesting.comUserTesting.com Loop11.comLoop11.com

Both are relatively inexpensive compared to in-person studiesBoth are relatively inexpensive compared to in-person studies

Single Page Optimization:Single Page Optimization: Concept FeedbackConcept Feedback – collects feedback about a single page from – collects feedback about a single page from

either the public, current customers, or a Design/Marketing either the public, current customers, or a Design/Marketing expertexpert


Competitive Intelligence – the Competitive Intelligence – the What ElseWhat Else

Several tools are available for competitive and environmental Several tools are available for competitive and environmental analysisanalysis

CompeteCompete – data about US visitors to any website – data about US visitors to any website

Trends for WebsitesTrends for Websites – visitor data worldwide for websites in any part – visitor data worldwide for websites in any part of the worldof the world

Insights for SearchInsights for Search – to analyze industries, share of search, emerging – to analyze industries, share of search, emerging trends, and where to do offline advertisingtrends, and where to do offline advertising

AdWords Keyword ToolAdWords Keyword Tool – helps to refine SEO strategy; finds user- – helps to refine SEO strategy; finds user-typed long tail queries for PPCtyped long tail queries for PPC

DoubleClick Ad PlannerDoubleClick Ad Planner – provides demographic and psychographic – provides demographic and psychographic analysis for any website or even the whole Internet; able to cross-analysis for any website or even the whole Internet; able to cross-correlate user attributes with search behaviour. Tremendously correlate user attributes with search behaviour. Tremendously helpful to ad planning.helpful to ad planning.


Other Recommendations on Web Other Recommendations on Web Analytics ToolAnalytics Tool

There are as many recommendations on web analytics tools as there There are as many recommendations on web analytics tools as there are web analysts. The recommendations of Avinash Kaushik are are web analysts. The recommendations of Avinash Kaushik are highlighted because he is so widely regarded in the field and his highlighted because he is so widely regarded in the field and his Web 2.0 framework for categorizing tools made sense.Web 2.0 framework for categorizing tools made sense.

There are however, many top 10, 20, 30 etc. lists out there. Here There are however, many top 10, 20, 30 etc. lists out there. Here are the links to a few that might be useful. You will see that many are the links to a few that might be useful. You will see that many of the same names appear on these lists. of the same names appear on these lists.

www.web-analytics-review.toptenreviews.comwww.web-analytics-review.toptenreviews.com

www.adpushup.com/blog/web-analytics-tools-google-analytics-alternwww.adpushup.com/blog/web-analytics-tools-google-analytics-alternativesatives

www.aboutanalytics.comwww.aboutanalytics.com

www.inc.com/guides/12/2010/11-best-web-analytics-toolswww.inc.com/guides/12/2010/11-best-web-analytics-tools

www.sparringmind.com/best-web-analyticswww.sparringmind.com/best-web-analytics

www.searchenginejournal.com/10-great-social-web-analytics-tools/www.searchenginejournal.com/10-great-social-web-analytics-tools/9062990629

www.searchengineland.com/web-analytics-software-comparison-www.searchengineland.com/web-analytics-software-comparison-identifying-the-right-web-analytics-tools-for-your-business-149373identifying-the-right-web-analytics-tools-for-your-business-149373


ReferencesReferencesStokes, R. (2011). Stokes, R. (2011). E-marketing: The essential guide to digital marketingE-marketing: The essential guide to digital marketing. .

(4th ed.). Quirk (Pty) Ltd. Retrieved from (4th ed.). Quirk (Pty) Ltd. Retrieved from http://www.quirk.biz/emarketingtextbook/http://www.quirk.biz/emarketingtextbook/

Kaushik, A. (2007, Sept. 14). Kaushik, A. (2007, Sept. 14). Successful Web Analytics ApproachesSuccessful Web Analytics Approaches [Video [Video file]. Retrieved from http://www.youtube.com/watch?v=bpDxGrSqA-Efile]. Retrieved from http://www.youtube.com/watch?v=bpDxGrSqA-E

Kaushik, A. (2014, March 25). Kaushik, A. (2014, March 25). Best Metrics for Digital Marketing: Rock Best Metrics for Digital Marketing: Rock Your Own and Rent Strategies Your Own and Rent Strategies [Web log post]. Retrieved from [Web log post]. Retrieved from http://www.kaushik.net/avinash/best-web-metrics-digital-marketing-http://www.kaushik.net/avinash/best-web-metrics-digital-marketing-own-rent-strategies/own-rent-strategies/

Kaushik, A. (n.d.). Kaushik, A. (n.d.). Digital Marketing & Measurement ModelDigital Marketing & Measurement Model [Web log post]. [Web log post]. Retrieved from http://www.kaushik.net/avinash/digital-marketing-and-Retrieved from http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/measurement-model/

Kaushik, A. (2013, July 22). Kaushik, A. (2013, July 22). See-Think-Do: A Content, Marketing, See-Think-Do: A Content, Marketing, Measurement Business Framework Measurement Business Framework [Web log post]. Retrieved from [Web log post]. Retrieved from http://www.kaushik.net/avinash/see-think-do-content-marketing-http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/measurement-business-framework/

Peterson, E.T. (2004) Peterson, E.T. (2004) Web Analytics Demystified: A Marketer’s Guide to Web Analytics Demystified: A Marketer’s Guide to Understanding How your Web Site Affects Your BusinessUnderstanding How your Web Site Affects Your Business. Celilo Group . Celilo Group Media and CafePress.Media and CafePress.

Fitzgerald, Dara. (n.d.) Fitzgerald, Dara. (n.d.) Identifying Macro and Micro Conversions Identifying Macro and Micro Conversions [Web log [Web log post]. Retrieved from http://www.freshegg.com/blog/google/analytics-post]. Retrieved from http://www.freshegg.com/blog/google/analytics-and-conversion/identifying-macro-micro-conversionsand-conversion/identifying-macro-micro-conversions

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