Analytics Blog Posts

  • Everything or Small Business Only?
scatterplot Analytics

31 Jan, 2014

Attribution-fu: Slides and video

By Ian Lurie

If you’re going to grow a marketing campaign beyond last-click converters, you have to know how to attribute value to channels that support conversion in other ways. A classic example: You’re running a social media campaign. Your client wants to turn it off, because they see zero conversions. But you know social media supports other… Read More


2 Jan, 2014

R.I.P Last Click Attribution

By Michael Wiegand

You heard me right. Last Click Attribution (LCA) is dead. This isn’t one of those hoaxes like with Andy Kaufman or SEO. LCA was a doomed model for a number of reasons. But for me, it no longer applies to the world we live in now. And it barely applied before. LCA will only stay… Read More

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5 Delicious Analytics Custom Segments: Taste the Rainbow Analytics

14 Nov, 2013

5 Delicious Analytics Custom Segments: Taste the Rainbow

By Michael Wiegand

I was the kid who sorted out Skittles by color. My favorite flavor was lime, which they’ve since changed to green apple — an atrocity if you ask me. That isn’t my point today, but I think it’s influenced how I work as a marketer. Google Analytics has done a lot of work around their… Read More

Screencap of active visitors Analytics

6 Sep, 2013

The Big Content Real-Time Dashboard Template

By Portent Staff

You’ve heard the saying “content is king!” so many times by now that it’s become a joke. A joke that isn’t funny and doesn’t even accurately depict the real role of content. Content is what your visitors see when they come to your site. It’s how you engage with them. It is the key to… Read More

A screencap of Portent's new Blogger Dashboard Analytics

29 Aug, 2013

The Blogger Dashboard: Google Analytics for Writers

By George Freitag

If you’re on this site and you’re a blogger, chances are you’ve already read a few dozen articles about how great Google Analytics is. And they’re all right. You should absolutely use Google Analytics. It’s free, incredibly versatile, and chock-full of useful data about what people are doing on your site. The only problem is… Read More

gwt error histogram Analytics

12 Jun, 2013

Google Webmaster Tools Query Data is Worthless

By Ian Lurie

The short version, if you want to skip me ranting like a lunatic: Google Webmaster Tools query data is, as far as I can tell, completely, 100% useless. It’s not a good ‘relative comparison.’ It’s so wrong that it might actually be a bad idea to use it at all. Now, here’s the whole, tragic… Read More


18 Apr, 2013

Be Understood: Data Visualization Slides from EMetrics Summit SF

By Ian Lurie

I’ve talked about data visualization a few times now. Every time, I change the presentation, adding stuff, tweaking it, etc. This is the latest version. It’s not annotated (sorry) but it’s pretty self-explanatory. Have a look: There’s also a growing link bundle here that has all the stuff I reference. Oh, and hey: If you… Read More

Google Analytics optimization time Analytics

20 Nov, 2012

3 Hidden Optimization Tips in Google Analytics

By Portent Team

It’s no accident that Google Analytics is the most widely used analytics platform on the web. According to W3Techs, and cited by TechCrunch, GA has an overwhelming market share among web analytics platforms at 81.9%, and is used by more than 55% of the top 10,000 sites. Beloved for its intuitive format and multi-dimensional reporting abilities,… Read More

Google Analytics visits and revenue report Analytics

25 Oct, 2012

Google Analytics Tips for Small Businesses

By Portent Staff

You’re a small business and you’ve got a decent website—but you’re not sure how it’s doing. What you need is Google Analytics (GA), but you’re not sure what to make of all the reporting options. Don’t worry, we can help. What’s Important in Google Analytics? For a small business, the most complex reports aren’t going… Read More

Google Analytics Shortcuts Analytics

19 Sep, 2012

Google Analytics Shortcuts I’m Saving Immediately

By Michael Wiegand

Unless you’ve been living under a rock for the last few weeks, you’ve probably seen that Google Analytics (GA) announced a new beta called Shortcuts: The idea is you can save new report views you’ve just discovered or old report views that you revisit often. How Do I Make a Shortcut? Couldn’t be simpler, really.… Read More


17 Aug, 2012

Data That Persuades: My SES presentation, with notes

By Ian Lurie

I gave a talk titled Data That Persuades at SES San Francisco yesterday. I’d like to say it was a fantastic home run, but I was bleary-eyed and out of it, and I think some of my points didn’t totally get across. So, I just finished an annotated version: All my slides, with notes explaining… Read More

Portent Placeholder Analytics

16 Aug, 2012

Google Analytics Remarketing Lists Beta: Quick Start Guide

By Michael Wiegand

Google AdWords (AW) Remarketing has been a brilliant tool from the outset, but let’s not kid ourselves – it’s a bit of a chore to set up. You have to generate yet another tracking code, tag various pages on your site with it and wait for those pixels to gather precious user cookies. Google –… Read More

The Dashboard Analytics

25 Apr, 2012

SEO Analytics, Middle Earth-Style

By Ian Lurie

Who saved Middle Earth? No, not Frodo. His will shredded like wet toilet paper. Gollum took the lava bath, destroyed the ring, and saved everyone from a 36″ Dark Lord. Does he get any credit? Nooooooo. Nine-fingered Frodo is the hero. The ladies all swoon at Legolas and Aragorn. But not poor Gollum. Internet marketers,… Read More

perfect-1 Analytics

5 Apr, 2012

The Perfect Google Analytics Dashboard

By Michael Wiegand

Building dashboards is a big to-do for any marketing professional. The temptation is to cram it full of juicy data and a novel worth of narrative explaining said data. Well, you shouldn’t. Trust me. There is such a thing as the perfect dashboard. And I’ve already built it for you. The Anatomy of the Perfect… Read More

Google Analytics tutorial Analytics

20 Jan, 2012

Google Analytics Tutorial: Install (updated)

By Ian Lurie

I noticed that my original Google Analytics video tutorial is a wee bit out of date. Like, 4 years out of date. So, here’s a new basic install video: