Google Analytics: How are Users Measured?

Understanding how the user metric is measured in Google Analytics (GA) is a more complex process than its straightforward definition. In layman’s terms, a user, is a person who has visited a website within a reported time frame. Where this understanding gets more complex is when reporting criteria is layered into that count in GA and forces the metric to be processed in the form of a pre-aggregated table or recalculated based on the dimensions being used. It is not as simple as a static counting metric like sessions, which is why so many people get confused as to

Read More

Users vs Sessions: Conversion Metric Dilemma

There is a point in every business's life where an agreement must be made about which visit-based metric, sessions or users, should be used to calculate conversion rates at each step of a sales funnel. This metric is the leading barometer of performance and the first to be scrutinized for drops in performance. While it may seem like a schoolyard debate that ultimately has no major impact on business performance, standardizing one metric for reporting and understanding the differences in how they are calculated will assure that data is consistent across all reports and ensure that any performance changes are

Read More

What Does UTM Mean?

UTM The acronym UTM, commonly paired with the word “parameter”, is a data tracking term associated with the process of manually tagging campaign data within Google Analytics. UTM tracking is common practice among marketers and despite heavily reliance on the feature on to understand campaign performance, very few users know what the three letter acronym means and its historical link to the creation of Google Analytics . The following history lesson reveals the words behind the letters, as well as touches on the the acronyms roots in the evolution of web analytics. So what does it mean? UTM stands for “Urchin

Read More

Creating and Automating Google Analytics Reports in Google Sheets

Manually populating spreadsheets with Google Analytics data on a weekly or daily basis is a time consuming task.The typical report building format follows the uniform process of generating a custom report, exporting that data to an excel format and then pasting the values into a customized reporting format. This is a pretty common practice that results in a major waste of time and resources for companies of all sizes. In order to avoid this process and regain the time and resources that are lost, exploration of an automated solution has to be a high priority. Thankfully there is a

Read More

Solutions to Common Campaign Tracking Issues

Custom campaign tracking (or utm tracking), is Google Analytics' URL tagging system that allows collected data to be properly labeled for custom reporting needs. It has been a foundational element of Google Analytics since the purchase of Urchin Software Corporation and is the only way for marketers to reliably tag their custom marketing campaigns. The process of tagging a custom marketing campaign is a fairly simple task, requiring a marketer to append a short query string parameter at the end of a URL path, but is a process that many marketers botch without knowing that an issue is ever present.

Read More

Connor Phillips

Senior Marketing Analyst


Connor Phillips is a Senior Marketing Analyst located in New York City. He enjoys digging into data and making data-driven marketing decisions. In his spare time he bartends, works on coding and loves to run.