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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Analytics

Why is there a huge discrepancy between Google and Twitter Analytics?

Twitter Analytics is measuring clicks that clicked on your tweet, and Google Analytics measures users that load the tracking javascript. After clicking the ad, some users will stop, close the browser or hit the back button, before the page loads and/or before the tracking javascript has loaded. This causes the discrepancy between Google Analytics and Twitter Analytics.  The reasons for discrepancies can include: Accidental clicks People hit stop before the page has loaded, or close the tab People load… Continue reading

Ben Young
Ben Young
November 11, 2022
Analytics

Why is there a huge discrepancy between Adwords and Google Analytics reports?

Google Adwords is measuring clicks that clicked on your ad, and Google Analytics measures users that load the tracking javascript. After clicking the ad, some users will stop, close the browser or hit the back button, before the page loads and/or before the tracking javascript has loaded. This causes the discrepancy between Google Analytics and Google Adwords.  The reasons for discrepancies can include: Accidental clicks People hit stop before the page has loaded, or close the tab People load… Continue reading

Ben Young
Ben Young
November 11, 2022
Analytics

Why is there a discrepancy between my Google Analytics and Google Ads?

Google Ads is measuring clicks that clicked on your ad, and Google Analytics measures users that load the tracking javascript. After clicking the ad, some users will stop, close the browser or hit the back button, before the page loads and/or before the tracking javascript has loaded. This causes the discrepancy between Google Analytics and Google Ads.  The reasons for discrepancies can include: Accidental clicks People hit stop before the page has loaded, or close the tab People load… Continue reading

Ben Young
Ben Young
November 11, 2022
Analytics

Linkedin clicks and Google Analytics discrepancy

Discrepancies between LinkedIn Ads and what you see on your Google Analytics (or any other analytics) is typical. But there are things you can do to reduce them. The reasons for discrepancies can include: Accidental clicks People hit stop before the page has loaded, or close the tab People load the page but the analytics didn’t load before they left Too many scripts loaded by the destination page A reasonable click discrepancy is >15%. If it is a lot higher… Continue reading

Ben Young
Ben Young
November 11, 2022
Analytics

Attention vs Session Duration

Attention seeks to measure how long the potential customer was paying attention to the ad. Or engaging with the experience. Session Duration aims to capture how long overall a customer was engaged on the website. However it has limitations, such that, if you swap tabs, then resume, it measures all that time in-between. It also typically ends a session after 30 minutes of no activity. Combined, these mean metrics like session duration tend to overstate reality. Wheres Attention is far… Continue reading

Ben Young
Ben Young
November 11, 2022
Analytics

How to increase average time on page

Because of a flaw in the way time on page and time on site is measured, it makes it hard to ‘increase’ time on page as a universal measure because it is inconsistently measured. Time on page measures the difference between when opens a webpage and then clicks another link. Or opens a new tab and visits the same domain. A common fallacy is that time on page represents all users, when it only captures those that complete those actions. Continue reading

Ben Young
Ben Young
November 11, 2022
Analytics

What is time on page in Google Analytics?

Time on page in Google Analytics measures the difference between when opens a webpage and then clicks another link. Or opens a new tab and visits the same domain. A common fallacy is that time on page represents all users, when it only captures those that complete those actions. So it is not reflective of an overall audience. It tends to skew up. It would be better to use a newer metric like Attention, which measures second by second, how… Continue reading

Ben Young
Ben Young
November 11, 2022
Analytics

What is average time on page?

Time on page measures the difference between when opens a webpage and then clicks another link. Or opens a new tab and visits the same domain. A common fallacy is that time on page represents all users, when it only captures those that complete those actions. So it is not reflective of an overall audience. It tends to skew up. Average time on page, takes any datapoints it has collected for time on page, and spreads it out as an… Continue reading

Ben Young
Ben Young
November 11, 2022
Analytics

What is a good average time on page?

Attention will provide a more accurate view of a customers engagement time on page. For the average webpage or piece of content, about 48 seconds of attention is a good benchmark. Time on page measures the difference between when opens a webpage and then clicks another link. Or opens a new tab and visits the same domain. A common fallacy is that time on page represents all users, when it only captures those that complete those actions. So it is… Continue reading

Ben Young
Ben Young
November 11, 2022
Analytics

What information do you get from the time-on-page metric for email

Seeing the time on page metric for email traffic sources, aims to inform how well email is driving traffic to a webpage. However due to flaws in the time on page methodology it can be quite inaccurate. Time on page measures the difference between when opens a webpage and then clicks another link. Or opens a new tab and visits the same domain. A common fallacy is that time on page represents all users, when it only captures those that… Continue reading

Ben Young
Ben Young
November 11, 2022