Planning and Using Analytics, Ashish Vij [interview]

“Once a person hits a property that isn’t tagged correctly, you’re going to lose all your information that they’ve carried on until then.”

How can you properly design a Google Analytics account?

It’s very important to think of design before you add the code to your site. You can’t make good decisions based on bad data. Take the time to develop a holistic view as to how many domains a person could hit, what the conversion process looks like. Sit down, think through the entire process. And remember that you can show a hit on more than one account or profile.

Is there one special tip you’d give to people coming to Google Analytics?

Use the “Intelligence Report” to analyze the behavior and analyze what caused that behavior!

What is the one thing you feel Google Analytics misses?

People using Google Analytics are often using Google Analytics to verify one piece of data, so use the dashboard to find what you’re looking for. Create a dashboard that works for you and have it email you daily.

Where do you see the future of Analytics?

I’m looking forward to moving beyond pageviews and clicks. I’m excited about looking at analytics to find out more about the visitor segments and user behavior. There will be a lot more about survey data and demographic data.

Ashish Vij – Senior Web Analytics Consultant, Google

Ashish VijAshish spends his days as a Product Specialist at Google, where he works on Google Analytics & The AdWords API among other things. His skill set includes an impressive portfolio of online marketing techniques, web design, and web applications. You can follow him on Twitter @ashishvij.

Daniel Waisberg

Daniel Waisberg is the Owner of Conversion Journey, a consultancy that provides insights on improving the performance of websites. He is also the founder & Editor of Online Behavior. He is a frequent speaker at industry conferences and member of the Advisory Council of the eMetrics Marketing Optimization Summit. You can follow him on Google+ or on Twitter @danielwaisberg.