#376 Everything You Didn't Know About Google Analytics with Tom Capper

In this week's podcast Andy is joined by Tom Capper, Consultant at
Distilled to discuss everything you didn't know about Google
Analytics. Tom discusses some of the hidden quirks in Google
Analytics, things that we ought to know but are hidden, including
how GA splits up sessions with things like change of date or
periods of inactivity, which is logically intuitive and has
parallels in the real world, but has some undesirable consequences.
How Attribution in GA is very messy, with a lot of non-direct
traffic is reported as direct, and vice versa. He also explains how
it's easier than ever to fake data in your own account or anybody
else’s (even without any kind of access). He goes on to discuss
misleading metrics and explains why he feels that Time On Page is
an awful metric, why Bounce Rate can be misleading and how you
should consider scroll depth and micro conversions as more reliable
ways of measuring engagement. Finally, Tom provides some of his
tips and tricks for using GA including tips for...

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