Digital Analytics | Web Analytics

eMetrics Toronto 2011 agenda posted

by Kelly Kubrick on February 6, 2011

I’m very pleased to share the news that the agenda for the 2011 Toronto eMetrics Marketing Optimization Summit agenda has been posted. It’s looking good, and I’ve already got my eye on several of the sessions including:

We’ve got attribution sessions, managing multiplicity (multiple data sources), measuring mobile, measuring video, best practices of testing,  the value of data and more – tons of great topics. As usual, there’s far more sessions that I’m hoping to catch than I expect time will allow.

Hear Me Speak at eMetrics Toronto

I’m also very honoured to announce that I’ll be speaking this year, with my web analytics compadres, Alan K’necht from K’nechtology and June Li from ClickInsight. We’re part of the eMetrics Campaign and Acquisition Optimization track where we’ll be answering audience questions on the Fundamentals of Acquisition Optimization. Our session will be held from 1:15 – 2:00 PM on Thursday April 28th, 2011. Hope to see you there!

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Kelly KubrickeMetrics Toronto 2011 agenda posted

Why you want multiple Views in your Google Analytics

by Kelly Kubrick on December 10, 2010
Teapot image credit – Fairy Engine

Although the concept of having test vs. development/staging vs production environments is well known to the information technology world, it is not a common concept for those of us on the marketing-communications or business side of the lunch room. However, in digital analytics, the concept is critical.

In Google Analytics, a “View” is a collection of settings and definitions used to generate a unique set of your reports. A View is specific to your account and your organization’s page tag (or Google Analytics tracking code). Within a View, you can have custom settings, including setting a particular ‘home page’, time zone, establishing unique access rights by users, enabling filters and more.

Start with the Google Analytics account hierarchy

Google Analytics account hierarchy

Google Analytics account hierarchy

In Google Analytics, a View is the “inner circle” of the hierarchy of your Account, and the ‘level’ that you’ll spend the most time in.

By contrast, at the outermost ring, you’ll find your Google Analytics Account Settings that define ownership over contents of your account. In the middle, you’ll find your ‘Property’ settings.

Ideally, organizations will have 1 Google Analytics account, but within that account, they might have 1 or more properties (such as multiple websites / domains or a mobile app).

Finally, within a property, there can be multiple views (formerly profiles), which are all different views of the same data set, collected the same way for everyone with Views in the account.

Google Analytics account hierarchy: Account vs Property vs Views

Google Analytics account hierarchy: Account vs Property vs Views

Generally, your website equals your view.

However because of the availability of enabling filters, your Google Analytics account can – and should – have more than one view.

Additional views are generally created because of reporting requirements.

Views are typically created by copying a “master” set of data and then applying filters to the copy.

Filters are our friends

Filters are a means of eliminating unwanted or isolating specific information, thus filters are how we create different Views in Google Analytics. For example: If website has no filters, we would call it “View A – Unfiltered” versus website with filters applied, might be named “View B – Filtered”.

A typical rationale for a separate View would be to separate internal / employee website visitor activity from client/customer website visitor activity. Using filters, you can create Views of your website or mobile app data that:

  • Includes only only your prospects / customer and excludes your staff, agencies or contractors, or that
  • Includes only your staff, agencies or contractors but excludes your prospects / customers

Alternatively, you might want to exclude referral spam, also known as ghost spam traffic, which can inflate your numbers with ‘fake’ data.

Always best to create at least 3 Views

Knowing that there might be different filters needed, it’s better to anticipate the request by creating and maintaining at least 3 views in your account from the outset. Further, when you create the different Views, incorporate creation / modification dates and if possible, which filters have been applied.

The 3 views you want should include:

  1. Your “Unfiltered” or “Raw” data view
  2. Your “Test” view and
  3. Your “Master” or production view, where you want everyone spending their analysis time.

Unfiltered or Raw data View

Your ‘unfiltered’ view is exactly that – it includes all data collected by Google Analytics, and is reflective of the “gross” traffic to your website. It includes everybody and everything. And, once you’ve created it, you can ignore it. It will simply collect data, essentially giving you a backup copy in case something ever goes wrong. And believe me – it can go wrong.

Test View

Your test view is a copy of your unfiltered View, but it’s meant as a sandbox – or a playground – where you can safely create, test, apply, delete and generally experiment before applying ‘final’ version filters to your Master View. It’s also a safe place to test configuration changes: your search settings, or Goals or Funnel Visualizations.

Master View

Your Master view is copy of your Raw Data View – but this time with (your fully tested) filters, such as Exclude Employees, enabled and applied. This is the View you want everyone looking at. In fact, I’ve often named this view “USE THIS ONE – Master View: Excludes internal” so everyone internally knows its the place to be.

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Kelly KubrickWhy you want multiple Views in your Google Analytics

Is Your Search Marketing Missing In Action?

by Kelly Kubrick on April 16, 2010

Many thanks to CMA Ottawa, the Ottawa chapter of the Canadian Marketing Association, for inviting me to speak at their upcoming luncheon on April 27th, 2010.

I’m especially pleased about the about the topic I get to tackle – search engine marketing. Back in December 2008, I was fascinated to read a study describing how business owners find search campaigns more scary than filing taxes. Since then, I’ve concluded that this might indeed be the case – which is not a good thing.

Search marketing may be the great leveler and I don’t like the idea of business owners shying away from it. Instead, I’d be much happier if they at least understood enough about the tactic to decide if it should be included in their marketing mix or not.

My hope is to demystify search marketing and in particular, talk about:

  • Measuring visibility instead of worrying about rankings
  • Why it’s not really about your home page anymore
  • How you can leverage your own subject matter expertise

I’ve just returned from eMetrics Marketing Optimization Summit in Toronto and Canada’s Search Marketing Expo, SMX Toronto, and my head is brimming with search ideas and issues; I’m really going to have to rein myself in…

I hope to see you on April 27th!

Event details:

When:    Tuesday April 27th, 2010, from 11:45 a.m. to 2:15 p.m.
Where:    Hampton Inn and Conference Centre, 100 Coventry Rd, Ottawa
Cost:    $40.00 for CMA members, $55.00 for non-members

Register through CMA Ottawa

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Kelly KubrickIs Your Search Marketing Missing In Action?

Ottawa Web Analytics Wednesday: Feb 10th, 2010

by Kelly Kubrick on February 3, 2010

Join us on Wednesday February 10th, 2010 for Ottawa’s next Web Analytics Wednesday!

As usual, it will be held at the Black Rose Room (downstairs, at the back) of the Heart and Crown Pub at the Byward Market location, 67 Clarence Street, Ottawa, Ontario, K1N 5P5.

However, on the “not as usual” front, our presenter will be Jim Sterne, web analytics guru extraordinaire. Among other guru-like accomplishments, Jim is the Founding President and current Chairman of our Web Analytics Association.

Jim is visiting three of our fair Canadian cities and in Ottawa in particular, will also be speaking the next day, February 11th, 2010 at OCRI’s Zone5ive Marketing Forum.

Also – please note that this month’s Web Analytics Wednesday begins at 7PM (as opposed to the usual 6PM).

Register Online

See you there!

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Kelly KubrickOttawa Web Analytics Wednesday: Feb 10th, 2010

Get the web analytics edge – enter to win $675.00 of learning!

by Kelly Kubrick on January 26, 2010

Attend OCRI Zone5ive Marketing Forum on Thursday February 11, 2010 in Ottawa, Canada and enter to win $675.00 CAD worth of learning from UBC’s Award of Achievement in Web Analytics!

The Web Analytics Association (WAA) has collaborated with The University of British Columbia (UBC) Continuing Studies to offer the UBC Award of Achievement in Web Analytics. This series of courses is delivered 100% online so that this educational commitment fits into your schedule and is available to working professionals around the world!

Supported by Online Authority, this month’s Zone5ive speaker is Jim Sterne and his topic is “Translating Web Intelligence into Business Value.” Jim Sterne is Chairman of the Web Analytics Association and Founder and Chairman of the eMetrics Marketing Optimization Summit

Contest details:

– Contest open to paid registrants and attendees of the OCRI Zone5ive Marketing Forum, Thursday February 11th, 2010 at the Travelodge Ottawa Hotel and Conference Centre Centennial Ballroom from 11:30 a.m. – 1:30 p.m.

– Course voucher will be awarded via random business card draw to be held following the speaker’s closing remarks. The winner of the draw must be present to receive the course voucher.

– Course voucher is issued by University of British Columbia Continuing Studies and is valued at $675.00 CAD. The course voucher may be used by the bearer towards the tuition fee (before taxes) for one online UBC Continuing Studies Web Analytics Course beginning on or before March 1st, 2011. The course voucher must be surrendered at the time of registration (in person, by mail or phone). No refund will be made should the course tuition be less than $675.00. Course voucher not redeemable for cash.

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Kelly KubrickGet the web analytics edge – enter to win $675.00 of learning!

Prepare to Defend Your(site)!

by Kelly Kubrick on May 21, 2009

I had the pleasure of teaching a workshop at the Manitoba Libraries Conference 2009: Future Generations, Evolving Services in Winnipeg, Manitoba on May 7th, 2009.

My thanks to the audience who threw themselves enthusiastically into my “Prepare to Defend Your(site)! Internet Performance Measurement” workshop. I enjoyed the opportunity to learn more about challenges faced by libraries in the digital world as we were able to divide the group into three segments:

In addition, I’d like to thank the Manitoba Libraries Association conference programming committee for the flawless organization of those of us involved in the event and the event itself. In particular, I’d like to thank Kerry Macdonald  Pat Routledge and Jo Ann Richling.

So glad to meet you all, and to have the chance to see a bit more of my Canada!

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Kelly KubrickPrepare to Defend Your(site)!

Web Analytics Wednesday: Feb 11, 2009

by Kelly Kubrick on January 29, 2009

Good news – Alex Langshur of PublicInsite has announced the date for Ottawa’s next Web Analtytics Wednesday.

Details: Wednesday February 11th, 2009 at 6:00. This month, it looks like we’ll be at the Heart & Crown Pub in the Byward Market, in the Black Rose Room and our topic is:

“…this event will feature a short presentation by the Canadian Mint on how they used customer satisfaction measurement to dramatically improve the user experience and drive key conversion events.”

And with a refreshing beverage or two, no less. What an excellent way to get your professional development in this month, don’t you think?

Thanks again for hosting Alex!

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Kelly KubrickWeb Analytics Wednesday: Feb 11, 2009

Ottawa’s first Web Analytics Wednesday!

by Kelly Kubrick on November 3, 2008

This morning, while checking Web Analytics Demystified for upcoming Montreal Web Analytics Wednesdays events, I was very pleased to see our first ever Ottawa WAW is scheduled for November 19th, 2008 at the Heart & Crown on Preston Street. Excellent news!

For event details and registration

Thank you to Alex Langshur for hosting – looking forward to it!

Now I’ve got to think of all the folks in the national capital region who need to know about this…

Quick update: Check out the photos Darlene Moore of Drive Traffic kindly posted from this event.

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Kelly KubrickOttawa’s first Web Analytics Wednesday!

Thank you CMA Ottawa

by Kelly Kubrick on October 28, 2008

A big thank you to everyone who attended today’s CMA Ottawa‘s luncheon, “Secrets to Effective Internet Marketing”. I enjoyed everyone’s questions and appreciate the time you took out of your day.

For those who may not be familiar with CMA Ottawa, it’s the local chapter of the Canadian Marketing Association, “the largest marketing association in Canada representing the integration and convergence of all marketing disciplines, channels and technologies.”

CMA Ottawa welcomes marketers from all sectors, public and private, from both sides of the river to its monthly luncheons (September to May). For information about upcoming sessions, please visit


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Kelly KubrickThank you CMA Ottawa

Internet Marketing Secrets Revealed

by Kelly Kubrick on February 3, 2008

Good news for Ottawa’s business owners and entrepreneurs – details about the City of Ottawa‘s Small Business Forum 2008 are now available. The Forum is set for February 22nd, 2008 from 7:30am to 2:00pm at the Ottawa Congress Centre and the cost is $90.00 CDN (plus GST).

This year’s keynote is Cora Tsouflidou, Founder, President and CEO of Cora’s Breakfast and Lunch. As a result of one of my standing committee meetings, I’ve become a regular at the Ottawa-Kanata location so I’m looking forward to hearing the scoop on how Ms Tsouflidou grew her restaurant chain from a single location in Montreal in 1987 to more than 90 Canadian franchise locations today.

Speaking of scoop, I invite you to “Internet Marketing Secrets Revealed”,  a presentation I’m giving at the same event from 9:00 – 10:00 AM. For those who might be interested, my plan is to explain

  • How to identify rich sources of website traffic
  • Why you should play nicely with robots
  • How perception vs. reality can work in your favour
  • Why assumptions can hurt (but testing can help)
  • How to take immediate advantage of the dawning “other” Internet

I’m going to assume that you have a website for your business already, but if not, please pop by anyway – if nothing else, I hope you’ll leave with a few plans in mind for when the moment does come.

Register  for the Forum online or contact Kim Kelly Associates at (613) 521-3910 or

Looking forward to seeing you there!

Kelly Kubrick
Online Authority

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Kelly KubrickInternet Marketing Secrets Revealed