[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Faaron-dicks\u002Fpage\u002F10":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":216,"head_links":219,"breadcrumbs":204,"posts":223,"pages":199,"head":1535},"Aaron Dicks","","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":71,"page_content_modules":127,"hero":200},"Chief Technology Officer","\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[13,30,42,52,62],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},108,"98","2020-12-16 14:36:55","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"page":31,"link_text":41},{"ID":32,"post_author":33,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":38,"guid":39,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":40},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2026-09-25 10:45:33",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & 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10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":53,"link_text":61},{"ID":54,"post_author":16,"post_date":55,"post_date_gmt":55,"post_content":5,"post_title":56,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":57,"to_ping":5,"pinged":5,"post_modified":58,"post_modified_gmt":58,"post_content_filtered":5,"post_parent":25,"guid":59,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":60},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-28 11:36:16","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise 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14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":72,"id":72,"title":73,"filename":74,"filesize":75,"url":76,"link":77,"alt":5,"author":78,"description":5,"caption":5,"name":79,"status":80,"uploaded_to":25,"date":81,"modified":81,"menu_order":25,"mime_type":82,"type":83,"subtype":84,"icon":85,"width":86,"height":87,"sizes":88},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","12","aaron-dicks2","inherit","2023-10-03 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Dicks’ posts",{"data":133,"pages":199},[134,148,160,170,179,187],{"type_key":135,"title":136,"excerpt":137,"to":138,"postedAt":139,"readingTime":140,"image":141,"authors":142,"category":145},"post","Why you should consider enabling HTTP\u002F2 right now","\u003Cp>It’s been around two years since HTTP\u002F2, the latest revision of the HTTP protocol used by the World Wide Web, was first published. Providing increased transfer speeds without blocking, extra security and true multiplexing, HTTP\u002F2 enabled servers are able to deliver websites several times faster than those running on the HTTP 1.x protocols. At Impression […]\u003C\u002Fp>\n","\u002Fblog\u002Fconsider-enabling-http2-right-now\u002F","2022-02-07T16:48:36",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FPr0FkRJX-050720211625523552_servers-scaled.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[143],{"name":4,"image":144},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":146,"name":147},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":135,"title":149,"excerpt":150,"to":151,"postedAt":152,"readingTime":153,"image":154,"authors":155,"category":157},"Using Google Analytics Measurement Protocol to improve data quality","\u003Cp>Recently at Impression we’ve been tasked with solving a number of Analytics tracking issues which relate to offline and delayed events. Primarily we’ve been coming up against ecommerce queries, but in principle any hit type can be fired in the ways we discuss below. Google Analytics (GA) is a JavaScript-based tracking code which runs in […]\u003C\u002Fp>\n","\u002Fblog\u002Fusing-google-analytics-measurement-protocol-improve-data-quality\u002F","2022-02-07T16:48:37",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FkqaQngk9-050720211625523641_using-google-analytics-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[156],{"name":4,"image":144},{"to":158,"name":159},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":135,"title":161,"excerpt":162,"to":163,"postedAt":164,"readingTime":165,"image":166,"authors":167,"category":169},"Recruitment SEO: Ensuring your website uses structured data correctly","\u003Cp>Recently, we covered on our blog that Google appears to be making large steps to test a Google-powered jobs engine. Having recently witnessed a Jobs page appear and quickly be removed from the early access search features page on Google Search, we have some clues into what may be happening behind the scenes. As a result, […]\u003C\u002Fp>\n","\u002Fblog\u002Frecruitment-seo\u002F","2024-06-12T14:03:24",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FcqOMCczz-050720211625524462_luke-chesser-48-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[168],{"name":4,"image":144},{"to":146,"name":147},{"type_key":135,"title":171,"excerpt":172,"to":173,"postedAt":174,"readingTime":165,"image":175,"authors":176,"category":178},"BrightonSEO: Tony Lu – How real time dashboards can help you make better decisions","\u003Cp>In this talk, Tony Lu shows us how to utilise real time dashboards using various data sources ranging from Google Analytics to social media APIs. Definitely follow along with the slides, located here, as there are loads of great visual examples in this talk. Tony’s head of digital analytics at CNN International, so knows a […]\u003C\u002Fp>\n","\u002Fblog\u002Ftony-lu-real-time-dashboards-can-help-make-better-decisions-brighton-seo-2017\u002F","2022-02-07T16:48:39","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FCvBRSzTA-050720211625524690_luis-llerena-18011-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[177],{"name":4,"image":144},{"to":158,"name":159},{"type_key":135,"title":180,"excerpt":181,"to":182,"postedAt":174,"readingTime":165,"image":183,"authors":184,"category":186},"Al Wightman – How can Google Data Studio help me? Brighton SEO 2017","\u003Cp>In the late morning Insights track, Al of So What Analytics picked up on some awesome Analytics and Data scientist tips and tricks for us all. Al’s a huge fan of Google’s Big Query, Big Data (warehousing) and Google’s sort-of-still-new Data Studio. Here’s a summary of his talk for those who didn’t make it! If you want […]\u003C\u002Fp>\n","\u002Fblog\u002Fal-wightman-can-google-data-studio-help-brighton-seo-2017\u002F","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIIZIuYr8-050720211625524840_Data-Studio.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[185],{"name":4,"image":144},{"to":158,"name":159},{"type_key":135,"title":188,"excerpt":189,"to":190,"postedAt":191,"readingTime":192,"image":193,"authors":194,"category":196},"Automatically pause Google’s new ‘Added by AdWords’ ads in your AdWords account","\u003Cp>AdWords may be about to roll out an automated feature that automatically injects new Expanded Text Ads into your account. It’s currently rolled out to approximately 2,000 accounts as a pilot, and if that goes well it’s likely to become a permanent fixture in AdWords’ toolset. It’s not yet clear how it will impact all advertisers […]\u003C\u002Fp>\n","\u002Fblog\u002Fauto-pause-added-by-adwords-ads\u002F","2022-02-07T16:48:40",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyKylhoYR-050720211625525143_ug4r5r7af8u-justin-main-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[195],{"name":4,"image":144},{"to":197,"name":198},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC","15",{"type":201,"style":202,"title":203,"heading":4,"intro":11,"services":12,"breadcrumbs":204,"photo":89,"social":216},"author","dark","Meet the Team",[205,208,211,214],{"path":206,"name":207},"\u002F","Home",{"path":209,"name":210},"\u002Fabout\u002F","About Us",{"path":212,"name":213},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":215,"name":4},null,{"twitter":217,"linkedin":218},"https:\u002F\u002Ftwitter.com\u002Faarondicks","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Faarondicks\u002F",[220],{"rel":221,"href":222},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Faaron-dicks\u002F",[224,554,753,945,1143,1338],{"id":225,"date":226,"date_gmt":226,"guid":227,"modified":139,"modified_gmt":139,"slug":229,"status":19,"type":135,"link":138,"title":230,"content":231,"excerpt":234,"author":235,"featured_media":236,"comment_status":237,"ping_status":237,"sticky":233,"template":5,"format":238,"meta":239,"categories":240,"collections":242,"coauthors":243,"class_list":244,"acf":253,"head_links":254,"breadcrumbs":255,"url_path":138,"search_description":262,"featured_image_urls":263,"authors":298,"type_nicename":315,"reading_minutes":140,"category":316,"yoast_title":321,"yoast_meta":322,"yoast_json_ld":376,"_links":505},3257,"2017-08-25T11:24:37",{"rendered":228},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fconsider-enabling-http2-right-now\u002F","consider-enabling-http2-right-now",{"rendered":136},{"rendered":232,"protected":233},"\u003Cp>It’s been around two years since HTTP\u002F2, the latest revision of the HTTP protocol used by the World Wide Web, was first published. Providing increased transfer speeds without blocking, extra security and true multiplexing, HTTP\u002F2 enabled servers are able to deliver websites several times faster than those running on the HTTP 1.x protocols.\u003C\u002Fp>\n\u003Cp>At Impression we’ve been constantly innovating in our DevOps function and have integrated this technology into our workflow.\u003C\u002Fp>\n\u003Cp>All major web server operating systems now support HTTP\u002F2 and all major web browsers are capable of rendering it. But, as of August 2017, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fw3techs.com\u002Ftechnologies\u002Fdetails\u002Fce-http2\u002Fall\u002Fall\">only 16.4%\u003C\u002Fa> of the top 10 million sites support HTTP\u002F2, and this figure is growing at a snail’s pace of <1% of sites per month at the moment.\u003C\u002Fp>\n\u003Cp>And it’s simple to configure. The good news for administrators is that if you’re already running an operating system supporting HTTP\u002F2, it’s simple a case of enabling it in your configuration to quickly acquire speed benefits. If your users’ machines do not yet support the new protocol, their experiences will not be affected.\u003C\u002Fp>\n\u003Cp>Faster sites are known to have better conversion rates and better Google rankings. Do not miss the opportunity to make this simple change. Users will thank you and the impact on a site’s bottom line can be significant.\u003C\u002Fp>\n\u003Ch2 id=\"what-is-http-2\">What is HTTP\u002F2?\u003C\u002Fh2>\n\u003Cp>HTTP\u002F2 is a major revision of the HTTP network protocol used by the internet that has changed the way that data is transported between client and server.\u003C\u002Fp>\n\u003Cp>First published in May 2015, HTTP\u002F2 overcomes a number of the limitations of HTTP 1.1 – it allows for multiplexing and uses fewer connections between browsers and servers. And, as browser vendors have chosen only to support it over secure connections, moving towards HTTP\u002F2 also means going HTTPS (which is a great move to make regardless).\u003C\u002Fp>\n\u003Cp>As web pages and web apps are becoming more and more complex, the physical size of a web page has greatly increased over the past 15 years. The complexity of today’s apps results in a bigger web pages that contain more components HTTP 1.1 was \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.w3.org\u002FProtocols\u002Frfc2616\u002Frfc2616.html\">standardised 20 years ago\u003C\u002Fa> and is no longer able to efficiently render these apps and pages at a satisfactory speed.\u003C\u002Fp>\n\u003Cp>A Google-backed technology called SPDY was introduced a few years ago to bridge the gap between HTTP 1.1 and the requirements of modern applications, but this has since been deprecated in favour of HTTP\u002F2.\u003C\u002Fp>\n\u003Cp>SPDY enabled some of the great features of HTTP\u002F2, such as multiplexing, compression and file prioritisation, but it depended on a particular set of scenarios on the web server and the user’s browser in order to function properly. HTTP\u002F2, being a widely adopted standard, now addresses these requirements properly.\u003C\u002Fp>\n\u003Ch2 id=\"http-2-benefits-overview\">HTTP\u002F2 benefits overview\u003C\u002Fh2>\n\u003Cp>There are three main benefits of HTTP\u002F2 over HTTP 1.1:\u003C\u002Fp>\n\u003Ch3 id=\"multiplexing\">Multiplexing\u003C\u002Fh3>\n\u003Cp>Multiplexing is the combining of multiple requests over one connection between a client and a server.\u003C\u002Fp>\n\u003Cp>Unlike HTTP 1.1, which requires multiple connections between the client and the server to render a webpage’s multiple requests, HTTP\u002F2 requires only one TCP connection between client and server and all requests share this single connection. When the connection is formed, information such as the number of simultaneous streams and stream size is shared, efficiently avoiding the sequencing and congestion issues present in 1.1.\u003C\u002Fp>\n\u003Cp>HTTP\u002F2 is a binary protocol and as such the communication between the user and the server is split into streams and frames. Each of these has an ID which can then be used to route the information into the correct streams, which are all received asynchronously. Multiple requests (streams), if required are sent and received in parallel.\u003C\u002Fp>\n\u003Cp>Responses are streamed back to the browser, which figures out what is needed and what to provide. Prioritisation also plays a part here in determining which of the individual streams require more computing power to process first.\u003C\u002Fp>\n\u003Ch3 id=\"server-push\">Server push\u003C\u002Fh3>\n\u003Cp>Server push reduces the rendering time of a page by sending site assets to the browser before they have been requested. Page load speed is reduced because everything required by the page is already on its way before the client requests it.\u003C\u002Fp>\n\u003Cp>If an HTTP\u002F2 connection is already open at the server, then it can read in any additional header “hints”\u002Finformation and begin to stream these files to the client at the same time. This is useful for every single website, as external stylesheets and script files are compatible with this method of delivery.\u003C\u002Fp>\n\u003Ch3 id=\"security\">Security\u003C\u002Fh3>\n\u003Cp>HTTP\u002F2 supports faster secure connections without slowing down page loading speed. Like HTTP over TLS (you might just call this “SSL”), HTTP\u002F2 requires the use of a TLS certificate and the usual connection and handshake process.\u003C\u002Fp>\n\u003Cp>HTTP\u002F2 enforces a minimum security version of TLS v1.2 and the TLS connection must also support \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FServer_Name_Indication\">SNI\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>This additional security requirement is another benefit of the protocol’s adoption – as it forces compliance of general good practise, which isn’t difficult, considering even Let’s Encrypt (a free TLS\u002FSSL certificate provider) can support this requirement.\u003C\u002Fp>\n\u003Ch2 id=\"looking-ahead\">Looking ahead\u003C\u002Fh2>\n\u003Cp>The way that HTTP\u002F2 has been built is future proof. It will be suitable for some time and will scale with the demands of the growing web. There will undoubtedly be increased compression available on market in the future, and with widespread browser and server support available it’s easy to see how HTTP\u002F2 will be rolled out as the standard for web communications.\u003C\u002Fp>\n\u003Cp>As many large websites have not yet adopted HTTP\u002F2, there is plenty of competitive advantage available for more nimble companies to reap the rewards of immediate implementation.\u003C\u002Fp>\n\u003Cp>There really is no downside, so it’s certainly our recommendation to adopt HTTP\u002F2. 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Primarily we’ve been coming up against ecommerce queries, but in principle any hit type can be fired in the ways we discuss below.\u003C\u002Fp>\n\u003Cp>Google Analytics (GA) is a JavaScript-based tracking code which runs in users’ browsers and sends pageview, event, ecommerce and other ‘hits’ back to its servers. This in turn then strings together each of these ‘hits’ into users and sessions and aggregates them, giving website owners great insights into how their sites are used.\u003C\u002Fp>\n\u003Cp>Whilst the above scenario is suitable for many website owners, increasingly this alone is not enough. Recently, we’ve helped our clients gain more insight from offline events by tying them into existing online behaviour. Two example scenarios to help explain these issues are;\u003C\u002Fp>\n\u003Cp>For recurring subscriptions of a variety of products, only the first “sale” is tracked to the user. Therefore we’re missing longer-term customer lifetime value insights. The benefit we’d derive from tracking this, aside from having GA numbers more closely align with our client’s CRM is that we can match customer acquisition and total revenue back to a source\u002Fmedium from within GA.\u003C\u002Fp>\n\u003Cp>If you are a B2C business and don’t debit your customers’ accounts until immediately before delivery (in order to allow for order changes, change of delivery dates or cancellations), then you will be reporting incorrectly through GA and as a result any paid acquisition that’s being informed from this data will also be incorrect, too.\u003C\u002Fp>\n\u003Cp>Clearly there’s a huge number of reasons you may want to tie this ‘offline’\u002Fscheduled data into a user’s session but these two examples are fresh in our minds right now.\u003C\u002Fp>\n\u003Cp>Thankfully, Analytics has a number of advanced tools and systems which allows for more custom integrations. One of which is called the Google Analytics Measurement Protocol – a method of sending hit data direct to Google’s servers programmatically. The Measurement Protocol interacts with GA’s servers in a very similar way, but removes the need for the call to be built in JavaScript and in a browser and therefore means that in essence we can successfully update information despite no active customer events happening at the time.\u003C\u002Fp>\n\u003Cp>In order to use the Measurement Protocol, there are a few required fields. An empty ‘hit’ won’t be useful, nor will one that’s not tied to a user’s previous session otherwise acquisition and demographic data for the Measurement Protocol hit will all be blank, direct or “(not set)”.\u003C\u002Fp>\n\u003Ch2 id=\"measurement-protocol-in-brief\">Measurement protocol in brief\u003C\u002Fh2>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-3210\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F4PpcJEkX-measurement-protocol-data-collection.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"\" width=\"1024\" height=\"296\" \u002F>\u003C\u002Fp>\n\u003Cp>The measurement protocol is very easy to interface with once you have the required data to send. It required data to be POSTed to an endpoint\u002FURL:  www.google-analytics.com\u002Fcollect or www.google-analytics.com\u002Fdebug\u002Fcollect\u003C\u002Fp>\n\u003Cp>The required fields are;\u003C\u002Fp>\n\u003Cp>\u003Ccode>v=1              \u002F\u002F Version.\u003Cbr \u002F>\n&tid=UA-XXXXX-Y  \u002F\u002F Tracking ID \u002F Property ID.\u003Cbr \u002F>\n&cid=555         \u002F\u002F Anonymous Client ID.\u003Cbr \u002F>\n&t=event         \u002F\u002F Hit Type.\u003C\u002Fcode>\u003C\u002Fp>\n\u003Cp>\u003Ccode>\u003C\u002Fcode>The client ID parameter, cid, is required but can also be substituted for a “user ID – uid” parameter which is a unique identified your business may have for that user. It’s a really powerful feature if you’re able to use \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F3123662?hl=en\">User ID parameters\u003C\u002Fa> so I’d recommend learning more about them.\u003C\u002Fp>\n\u003Ch2 id=\"understanding-google-analytics-client-id-variable\">Understanding Google Analytics’ client ID variable\u003C\u002Fh2>\n\u003Cp>To call the measurement protocol, clearly there’s a requirement to get the client ID from the user and to also understand fully how it works.\u003C\u002Fp>\n\u003Cp>To uniquely identify users on your website, Google must assign users an ID which can then be tied together across visits and pageviews. This is randomly generated by the Google Analytics libraries used (for example the JavaScript tracker, or a mobile SDK) and has a lifetime of two years from point of creation.\u003C\u002Fp>\n\u003Cp>The issue with this approach by Google is that unfortunately, cookies are browser specific so you can imagine the difficult task of unifying multiple sessions into one user. Presently, each unique client ID is a unique user in Google Analytics which leads to overestimates of unique users — but this is a discussion for a separate post!\u003C\u002Fp>\n\u003Ch2 id=\"how-to-obtain-your-users-session-client-id\">How to obtain your user’s session client ID\u003C\u002Fh2>\n\u003Cp>Although your client ID is available as a first party cookie, Google sometimes updates this so the most reliable source of the ID is via a callback function in JavaScript, once the Analytics script has been initialised on the page. You can see an example below of how this may look — clearly you’d need to then store this client ID alongside your application to use it later!\u003C\u002Fp>\n\u003Cp>\u003Ccode>ga(function(tracker) {\u003Cbr \u002F>\nvar clientId = tracker.get('clientId');\u003Cbr \u002F>\n});\u003C\u002Fcode>\u003C\u002Fp>\n\u003Cp>If you need more information on how to collect the client ID, or if you’re relying on a non-standard GA implementation then it’s best to scout the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fanalytics\u002Fdevguides\u002Fcollection\u002Fanalyticsjs\u002Fcookies-user-id#getting_the_client_id_from_the_cookie\">code reference on Google Developers\u003C\u002Fa>.\u003C\u002Fp>\n\u003Ch2 id=\"calling-the-measurement-protocol\">Calling the measurement protocol\u003C\u002Fh2>\n\u003Cp>Presumably by this point you’re comfortable in collecting the client ID, or have already created a futureproof way of assigning User IDs to all of your customers (note user IDs aren’t necessarily required for all site visitors).\u003C\u002Fp>\n\u003Cp>The next step is to understand the ways in which the measurement protocol data is represented in Google Analytics. The hit types offer page views but in most cases it’s my recommendation that you consider sending events instead, as additional data can easily be appended and this will not skew any pageview metrics with page views that don’t contain a number of dimensions you’re used to seeing, such as screen size, location, etc.\u003C\u002Fp>\n\u003Cp>When debugging API calls and investigating services like GA, the team at Impression use Postman to build and send requests. You can see a successful (200) example in the screenshot below that’s been posted to the \u002Fdebug\u002F endpoint;\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3211 size-large\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F4I4zbBGP-postman-debug.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"\" width=\"1024\" height=\"709\" \u002F>\u003C\u002Fp>\n\u003Cp>In addition to this, you can also build example hits in the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fga-dev-tools.appspot.com\u002Fhit-builder\u002F\">Measurement Protocol hit builder\u003C\u002Fa> application provided by Google, but this depends on your preferences.\u003C\u002Fp>\n\u003Ch2 id=\"an-example-of-using-google-analytics-measurement-protocol\">An example of using Google Analytics Measurement Protocol\u003C\u002Fh2>\n\u003Cp>Building URLs for events is one thing, but the complexity involved is low and we like to make life a little trickier for ourselves, so we are going to walk through an ecommerce example below — a real world example from one of our clients.\u003C\u002Fp>\n\u003Cp>Ecommerce, like in your usual GA setup, comes in two flavours; ecommerce and enhanced ecommerce and like “normal GA” both are also available through the Measurement Protocol.\u003C\u002Fp>\n\u003Cp>In this below example we’re going to send an event for a delayed checkout event (this could also easily be a recurring subscription – though for that I’d recommend using User IDs too). Follow along with the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fanalytics\u002Fdevguides\u002Fcollection\u002Fprotocol\u002Fv1\u002Fdevguide#enhancedecom\">Enhanced Ecommerce Measurement Protocol explanation\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fanalytics\u002Fdevguides\u002Fcollection\u002Fprotocol\u002Fv1\u002Fparameters#enhanced-ecomm\">parameter reference\u003C\u002Fa>. Not all of these parameters are required in order to produce an ecommerce event in GA, however as with most things, more data is not a bad thing. There are also many additional parameters I won’t touch on in this article which I recommend you read up on!\u003C\u002Fp>\n\u003Ctable class=\"table\">\n\u003Ctbody>\n\u003Ctr>\n\u003Ctd>Parameter\u003C\u002Ftd>\n\u003Ctd>Value\u003C\u002Ftd>\n\u003Ctd>Notes\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>v\u003C\u002Ftd>\n\u003Ctd>1\u003C\u002Ftd>\n\u003Ctd>Version\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&tid\u003C\u002Ftd>\n\u003Ctd>UA-XXXXX-Y\u003C\u002Ftd>\n\u003Ctd>Tracking property ID (required)\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&cid\u003C\u002Ftd>\n\u003Ctd>XXXXXXXXXXXXXXX\u003C\u002Ftd>\n\u003Ctd>\u003Cb>Client ID captured earlier\u003C\u002Fb>\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&t\u003C\u002Ftd>\n\u003Ctd>event\u003C\u002Ftd>\n\u003Ctd>Hit type (‘event’, required)\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&ec\u003C\u002Ftd>\n\u003Ctd>Checkout\u003C\u002Ftd>\n\u003Ctd>Event category\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&ea\u003C\u002Ftd>\n\u003Ctd>DelayedTransaction\u003C\u002Ftd>\n\u003Ctd>Event action\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&ti\u003C\u002Ftd>\n\u003Ctd>T12345\u003C\u002Ftd>\n\u003Ctd>Transaction ID (required)\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&tr\u003C\u002Ftd>\n\u003Ctd>44.98\u003C\u002Ftd>\n\u003Ctd>Transaction revenue (total)\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&tt\u003C\u002Ftd>\n\u003Ctd>8.99\u003C\u002Ftd>\n\u003Ctd>Transaction tax\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&ts\u003C\u002Ftd>\n\u003Ctd>4.99\u003C\u002Ftd>\n\u003Ctd>Transaction shipping\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&tcc\u003C\u002Ftd>\n\u003Ctd>COUPONCODE\u003C\u002Ftd>\n\u003Ctd>Transaction coupon code\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&pa\u003C\u002Ftd>\n\u003Ctd>purchase\u003C\u002Ftd>\n\u003Ctd>Product action (‘purchase’, required)\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&pr1nm\u003C\u002Ftd>\n\u003Ctd>Product%20name\u003C\u002Ftd>\n\u003Ctd>Product 1 name (required)\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&pr1ca\u003C\u002Ftd>\n\u003Ctd>Category%20name\u003C\u002Ftd>\n\u003Ctd>Product 1 category\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&pr1br\u003C\u002Ftd>\n\u003Ctd>Product%20brand\u003C\u002Ftd>\n\u003Ctd>Product 1 brand\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&pr1va\u003C\u002Ftd>\n\u003Ctd>Product%20variant\u003C\u002Ftd>\n\u003Ctd>Product 1 variant\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&pr1qt\u003C\u002Ftd>\n\u003Ctd>Product%20quantity\u003C\u002Ftd>\n\u003Ctd>Product 1 quantity\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>&pr1pr\u003C\u002Ftd>\n\u003Ctd>39.99\u003C\u002Ftd>\n\u003Ctd>Product 1 price\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003C\u002Ftbody>\n\u003C\u002Ftable>\n\u003Cp>Here in this example we can see that an event has been fired with the following names; Category: Checkout, Action: DelayedTransaction. Alongside this event there was also an ecommerce transaction which comprised of a purchase action, unique transaction ID, details on one product, a coupon code, and shipping valued at 4.99.\u003C\u002Fp>\n\u003Cp>If this was a delayed transaction then some consideration should be put into how this is to be used; I’d always recommend running this alongside the cron job \u002F scheduled task on the server that’s actually taking the payment, as this will lead to the most accurate data quality when you’re reconciling and comparison revenue amounts across gateways, CRMs and Analytics.\u003C\u002Fp>\n\u003Ch2 id=\"other-considerations\">Other considerations\u003C\u002Fh2>\n\u003Cp>I mentioned a purchase action above purposefully, as GA is also equipped to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fanalytics\u002Fdevguides\u002Fcollection\u002Fprotocol\u002Fv1\u002Fdevguide#enhancedecom\">handle refunds too\u003C\u002Fa>. This can also be used to register all enhanced ecommerce events, such as basket additions and removals, too. In most cases, these would not be required, but it’s good to be aware of GAs capabilities just in case a scenario which requires this setup presents itself.\u003C\u002Fp>\n\u003Cp>Also, this Measurement Protocol methodology can also be used to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fanalytics\u002Fdevguides\u002Fcollection\u002Fprotocol\u002Fv1\u002Femail\">track email views\u003C\u002Fa> too, just like what you’d see in MailChimp, Campaign Monitor or others! Read more about this if it’s of interest on Google’s site \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fanalytics\u002Fdevguides\u002Fcollection\u002Fprotocol\u002Fv1\u002Femail\">here\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>In addition, it’s worth considering your unique circumstances – are there any customer-centric actions in your business where the action started online but were then completed by a machine or in-store? If so, then it’s likely that you’ll gain more marketing insight be joining the dots. For us, as a performance marketing agency, the value is really in correctly allocating future media spend based on historical performance and this is much better when a fuller picture is available.\u003C\u002Fp>\n\u003Ch2 id=\"further-reading\">Further reading\u003C\u002Fh2>\n\u003Col>\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fanalytics\u002Fdevguides\u002Fcollection\u002Fprotocol\u002Fv1\u002Fparameters\">Measurement protocol parameter reference on Google Developers\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fanalytics\u002Fdevguides\u002Fcollection\u002Fprotocol\u002Fv1\u002Fdevguide#enhancedecom\">Refunds \u002F other enhanced ecommerce actions\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fanalytics\u002Fdevguides\u002Fcollection\u002Fprotocol\u002Fv1\u002Femail\">Track email opens in Google Analytics\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F6205850?hl=en#clientid-userid\">Client IDs vs User IDs\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F4574780?hl=en\">How Google Analytics session unification works\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fcutroni.com\u002Fblog\u002F2014\u002F04\u002F10\u002Funderstanding-cross-device-measurement-and-the-user-id\u002F\">Understanding cross device measurement and the User ID\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>If you have a tricky Analytics issue, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch with the Impression team\u003C\u002Fa> or ask us a question in the comments below!\u003C\u002Fp>\n",{"rendered":150,"protected":233},8238,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":566,"_yoast_wpseo_metadesc":567,"inline_featured_image":233,"footnotes":5},"Using Google Analytics Measurement Protocol | Analytics | Impression","Google Analytics can be used to report on sales revenue and events even without an active browser session. See how we manage delayed\u002Frecurring payments 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we covered on our blog that Google appears to be making large steps to test a Google-powered jobs engine. Having recently \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fis-google-poised-to-shake-up-recruitment-seo\u002F\">witnessed a Jobs page appear\u003C\u002Fa> and quickly be removed from the early access search features page on Google Search, we have some clues into what may be happening behind the scenes.\u003C\u002Fp>\n\u003Cp>As a result, Impression’s advice for recruiters, jobs boards and recruitment software\u002Fplatforms right now it to embrace structured data for your best chances of future proofing your recruitment SEO.\u003C\u002Fp>\n\u003Ch2 id=\"structured-data-and-schema\">Structured data and schema\u003C\u002Fh2>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fschema-markup-the-definitive-guide\u002F\">Structured data\u003C\u002Fa> is a code-based description or markup of the content that is present on the page. It’s easily machine readable and hidden from users, so it’s the perfect way to let a bot know the true purpose of a page. Presence of Schema isn’t a ranking signal, but it’s certainly our belief that correctly implemented schema on complex data types, such as jobs, will vastly improve data quality should it be included in a third party index (i.e. Google’s).\u003C\u002Fp>\n\u003Cp>For those new to the technologies, the premise is relatively simple; everything that can be described on the web is a ‘thing’. To make life a little easier, there’s a large number of more specific ‘things’ with set attributes which we can describe, such as events, blog posts, reviews, places, organisations, movies, books… and of course – job postings.\u003C\u002Fp>\n\u003Cp>Each attribute (i.e. title or salary for a job posting) can also be a ‘thing’ too – so a place of work might be a description of an organisation. You can see how this multi-level set of descriptive information begins to get very powerful.\u003C\u002Fp>\n\u003Cp>Microdata and RDFa, two widely adopted structured data formats, appended additional code to pre-existing blocks of HTML on a page. If there was a “box” <div> tag around an address, then typically this and each line within it would be marked up as so;\u003C\u002Fp>\n\u003Cp>\u003Ccode><div itemscope itemtype=\"http:\u002F\u002Fschema.org\u002FPostalAddress\">\u003Cbr \u002F>\n<span itemprop=\"name\">Google Inc.<\u002Fspan>\u003Cbr \u002F>\nP.O. Box<span itemprop=\"postOfficeBoxNumber\">1234<\u002Fspan>\u003Cbr \u002F>\n<span itemprop=\"addressLocality\">Mountain View<\u002Fspan>,\u003Cbr \u002F>\n<span itemprop=\"addressRegion\">CA<\u002Fspan>\u003Cbr \u002F>\n<span itemprop=\"postalCode\">94043<\u002Fspan>\u003Cbr \u002F>\n<span itemprop=\"addressCountry\">United States<\u002Fspan>\u003Cbr \u002F>\n<\u002Fdiv>\u003C\u002Fcode>\u003Cbr \u002F>\nThis is great for marking up something simple, like an address, but it’s not necessarily that nice for a bot to access as the code is interspersed between the visual layout items in the page.\u003C\u002Fp>\n\u003Ch2 id=\"json-ld\">JSON-LD\u003C\u002Fh2>\n\u003Cp>JSON-LD is a relatively new entrant to this arena. JSON-LD is a JSON code block which can appear anywhere on the page and is not visible to web users, and is very easily machine readable for bots. This makes it a really useful format for not only describing things in the first place, but also maintaining them (it’s SO much cleaner). Adoption is improving, as you can see below. We’re assuming Bing will catch up at some point…\u003C\u002Fp>\n\u003Cblockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n\u003Cp lang=\"en\" dir=\"ltr\">Since people seem to have found this useful, here's a clean version of my table of structured data capabilities by data consumer \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fhashtag\u002FSMX?src=hash&ref_src=twsrc%5Etfw\">#SMX\u003C\u002Fa> \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002FP2jL5Hf0vT\">pic.twitter.com\u002FP2jL5Hf0vT\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>— Aaron Bradley (@aaranged) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Faaranged\u002Fstatus\u002F844694418493878273?ref_src=twsrc%5Etfw\">March 22, 2017\u003C\u002Fa>\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>\u003Cscript async src=\"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\u003C\u002Fp>\n\u003Ch2 id=\"a-full-jobposting-example\">A full JobPosting example\u003C\u002Fh2>\n\u003Cp>So, to bring this to life for our future recruitment friends; through using the \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fschema.org\u002FJobPosting\">Schema.Org JobPosting\u003C\u002Fa> structure, we have created a mock job markup for an \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> Manager at Impression below.\u003C\u002Fp>\n\u003Cp>\u003Cscript src=\"https:\u002F\u002Fgist.github.com\u002Faarondicks\u002F5764e2048c2bc6d191a686fb08895058.js\">\u003C\u002Fscript>\u003C\u002Fp>\n\u003Ch2 id=\"testing-your-structured-data\">Testing your structured data\u003C\u002Fh2>\n\u003Cp>Google provides a very useful tool for validating the markup you place on a page. This is the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearch.google.com\u002Fstructured-data\u002Ftesting-tool\">Structured Data Testing Tool\u003C\u002Fa> and it will assist you in debugging any issues you come across during development.\u003C\u002Fp>\n\u003Cp>If you’re having any further issues, or you have some questions on our thoughts, please let us know in the comments below!\u003C\u002Fp>\n",{"rendered":162,"protected":233},8276,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":233,"footnotes":5},[235],[],[15],[769,135,246,247,248,249,250,251],"post-3086",[],[],[773,774,775,776],{"path":206,"name":207},{"path":258,"name":259},{"path":146,"name":147},{"path":215,"name":161},"Recently, we covered on our blog that Google appears to be making large steps to test a Google-powered jobs engine. Having recently witnessed a Jobs page appear and quickly be removed from the early access search features page on Google Search, we have some clues into what may be happening behind the scenes. 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this talk, \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.thisistony.com\">Tony Lu\u003C\u002Fa> shows us how to utilise real time dashboards using various data sources ranging from Google Analytics to social media APIs. Definitely follow along with the slides, \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fgoo.gl\u002FWrCDuv\">located here\u003C\u002Fa>, as there are loads of great visual examples in this talk. Tony’s head of digital analytics at CNN International, so knows a lot about big BI dashboards for editorial and C-suite teams. It’s clear he \u003Cspan style=\"text-decoration: underline;\">loves\u003C\u002Fspan> dashboards, and we’re ok with that.\u003C\u002Fp>\n\u003Cp>We live in a world full of numbers. Adobe Analytics (Omniture) and Google  Analytics were the only real players back in the day. But nowadays we have so many new tools; the number we can use is expanding; too many numbers; it’s difficult in web analytics to utilise all of these tools in a good way. \u003Cem>Note: this is a running theme – also check out Al’s talk on data dashboarding here.\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>In addition to web analytics, we also have access to lots of other data sources too; web, social insights, (and the rest!).\u003C\u002Fp>\n\u003Cp>If you’re looking to build your own dashboard, there are tools out there such as Chartbeat which can help you. But these, and more approachable dashboards in Excel or Google Suites are clunky and difficult to use, share, and also can look a little unprofessional.\u003C\u002Fp>\n\u003Cp>Tony’s shared his top tips for dashboard creation here:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Speak to your stakeholders to get the brief\u003C\u002Fli>\n\u003Cli>Work on business case\n\u003Cul>\n\u003Cli>What are they looking to achieve?\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003Cli>Sketch it all out on paper and pass it around to check it looks good\u003C\u002Fli>\n\u003Cli>Use only vital stats only – simplicity is key. These may need to be shown on TVs!\u003C\u002Fli>\n\u003Cli>Auto updates – people shouldn’t need to touch a dashboard. Treat it like a product you don’t need to interface with\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n\u003Ch2 id=\"examples\">Examples\u003C\u002Fh2>\n\u003Cp>Definitely check out the slides for the following:\u003C\u002Fp>\n\u003Cp>\u003Cstrong>CNN\u003C\u002Fstrong> – current day performance. Includes top articles, top videos, traffic hourly (5 mins) etc\u003C\u002Fp>\n\u003Cp>\u003Cstrong>NME\u003C\u002Fstrong> – top articles, sparklines for article traffic over last hour, screenshot of article being previewed, facebook reach stats (and comparison)(API)\u003C\u002Fp>\n\u003Cp>\u003Cstrong>NME Social\u003C\u002Fstrong> – Facebook open graph API. Live social media performance. There’s an art to posting on Facebook so this helps them perform better.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Reddit\u003C\u002Fstrong> – What’s popular right now on Reddit?\u003C\u002Fp>\n\u003Cp>\u003Cstrong>NME\u003C\u002Fstrong> – top four pages. Use these to promote internal gamification\u002F competition.\u003C\u002Fp>\n\u003Ch2 id=\"how-to-get-started-in-3-easy-steps\">How to get started in 3 easy steps\u003C\u002Fh2>\n\u003Col>\n\u003Cli>Understand the vitals\n\u003Cul>\n\u003Cli>Remove clutter\u003C\u002Fli>\n\u003Cli>More is less\u003C\u002Fli>\n\u003Cli>Avoid vanity KPIs\u003C\u002Fli>\n\u003Cli>Focus on the end goal\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003Cli>Shop around\n\u003Cul>\n\u003Cli>Look at different types of tools out there (dashboarding tools)\u003C\u002Fli>\n\u003Cli>Not all tools are created equally!\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003Cli>Understand how an API works\n\u003Cul>\n\u003Cli>Work smart, not hard\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>\u003Cspan style=\"text-decoration: underline;\"> Bonus tip\u003C\u002Fspan>: Be prepared to fail.\u003C\u002Fp>\n\u003Ch2 id=\"parting-advice\">Parting advice\u003C\u002Fh2>\n\u003Cp>\u003Cstrong>Make it a product\u003C\u002Fstrong>.  The more steps a user needs to do to view the dashboard, the less likely they are to use the dashboard. Try to make it as use as possible. Without a login if possible.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Realistic real time vitals\u003C\u002Fstrong>. Don’t show any measurements if the business can’t make the change within that time period. It will become a vanity KPI.\u003Cbr \u002F>\nDon’t go crazy with your colouring. We all like colours but don’t make a number bright red if it’s only -2% down. Use the colour to its potential not to attract attention.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Simplify\u003C\u002Fstrong>. The more simple a dashboard is, the more insights one could get from a quick glance – the more likely they are to use the dashboard further and on a regular basis.\u003C\u002Fp>\n\u003Cp>Not this final one, from an example of Tony’s:  – \u003Cstrong>use Slack API to push competitor’s posts\u002Fwebsite articles and push them to a chat in-stream\u003C\u002Fstrong>. From another example from CNN: if a competitor post is shared over 2000 times in under 2 hours, it alerts the editorial team via a Slack chatroom.\u003C\u002Fp>\n",{"rendered":172,"protected":233},8289,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":233,"footnotes":5},[569],[959],{"id":960,"name":961,"path":962},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[15],[965,135,246,247,248,249,250,574,966],"post-3032","collections-brighton-seo",[],[],[970,971,972,973],{"path":206,"name":207},{"path":258,"name":259},{"path":158,"name":159},{"path":215,"name":171},"In this talk, Tony Lu shows us how to utilise real time dashboards using various data sources ranging from Google Analytics to social media APIs. Definitely follow along with the slides, located here, as there are loads of great visual examples in this talk. 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the late morning Insights track, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Falwightman\">Al\u003C\u002Fa> of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fsowhatanalytics\">So What Analytics\u003C\u002Fa> picked up on some awesome Analytics and Data scientist tips and tricks for us all. Al’s a huge fan of Google’s Big Query, Big Data (warehousing) and Google’s sort-of-still-new Data Studio. Here’s a summary of his talk for those who didn’t make it! If you want to follow along with the slides, you can find them \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002Falwightman\u002Fdata-studio-brighton-seo-apr-2017-16-x-9\">here on Slideshare\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>The issue with data in 2017 is that as marketers, the data we need is stored in far too many disparate places. Web analytics is in Adobe or Google Analytics, ecommerce data is usually on-platform in Magento or similar, ad data in Adwords or your DSP’s, various other information is stored in both online and offline databases… and that’s why Monday morning is such a pain!\u003C\u002Fp>\n\u003Cp>As marketers we want to spend time with the data, rather than finding it in the first place.\u003C\u002Fp>\n\u003Cp>There are already innovations out there: Supermetrics and various Google Scripts are great at pulling data into spreadsheets for you, but you still end up with separate sheets that need internal cross-referencing to product something useful.\u003C\u002Fp>\n\u003Ch2 id=\"google-data-studio\">Google Data Studio\u003C\u002Fh2>\n\u003Cp>Google Data Studio (beta) turns your data into informative dashboard and reports that are easy to read, easy to share, and fully customisable. The list of the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fdatastudio\u002Fanswer\u002F6268208?hl=en\">data sources\u003C\u002Fa> is every changing, but the good news for SEOs is that Search Console was recently added(!). One of the most powerful (amongst other database connections) is the connection to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcloud.google.com\u002Fbigquery\u002F\">Google’s BigQuery\u003C\u002Fa> – Google’s data warehousing product which allows almost any data-type importing so long as you have a method of getting the data in there in the first place.\u003C\u002Fp>\n\u003Cp>Within Data Studio, connecting to data sources is really, really painless. Google, through their standard authentication processes, have eliminated most of the potential pain points for us. For all Google products, there’s absolutely no coding required at all!\u003C\u002Fp>\n\u003Cp>Check out the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdatastudio.google.com\u002Foverview\">Google Data Studio Gallery\u003C\u002Fa> if you’re looking for report inspiration!\u003C\u002Fp>\n\u003Ch2 id=\"data-studio-as-a-bi-tool\">Data Studio as a BI tool?\u003C\u002Fh2>\n\u003Cp>From reviewing the product features, in addition to the recently added connectors, it’s clear to see how Google plan to further develop the tool outside of digital marketing and into wider business information. You can connect almost anything in a database.\u003C\u002Fp>\n\u003Ch3 id=\"so-why-data-studio\">So.. Why Data Studio?\u003C\u002Fh3>\n\u003Cul>\n\u003Cli>It’s free (5 report limit removed Feb 2017)\n\u003Cul>\n\u003Cli>Google account for access\u003C\u002Fli>\n\u003Cli>Unlimited users\u003C\u002Fli>\n\u003Cli>Unlimited reports\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003Cli>Shallow learning curve\n\u003Cul>\n\u003Cli>Drag and drop\u003C\u002Fli>\n\u003Cli>Standardised visual elements to change from (charts, single metrics, graphs)\u003C\u002Fli>\n\u003Cli>Sharing data — all reports can be shared with others through familiar Google sharing dialogs\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003Cli>Data transformation\n\u003Cul>\n\u003Cli>When the data comes in, you can transform it if you want – if you don’t like to call sessions sessions, you can rename them to visitors, etc\u003C\u002Fli>\n\u003Cli>Create your own custom metrics\u003C\u002Fli>\n\u003Cli>Example: Create GA custom channel grouping (see the photo below – this looks very effective)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003Cli>Merging data sources\n\u003Cul>\n\u003Cli>One data source per component but you can multiple different components with different sources on the same report – this isn’t possible with GA\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-3034\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FuLi3h4uM-custom-channel-grouping-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Cp>As a slight aside, Al mentioned a really poignant point that I think will come to fruition in the future. Custom Google Analytics dashboards are becoming less and less useful in comparison, so perhaps they’ll sunset this functionality in favor of Google Data Studio adoption. Just a theory, but it resonated well and I feel the same.\u003C\u002Fp>\n\u003Cp>Al had a great case study, too, but you can check this out in his slides. Nice work in particular on that one, Al!\u003C\u002Fp>\n",{"rendered":181,"protected":233},8290,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":233,"footnotes":5},[569],[1157],{"id":960,"name":961,"path":962},[15],[1160,135,246,247,248,249,250,574,966],"post-3033",[],[],[1164,1165,1166,1167],{"path":206,"name":207},{"path":258,"name":259},{"path":158,"name":159},{"path":215,"name":180},"In the late morning Insights track, Al of So What Analytics picked up on some awesome Analytics and Data scientist tips and tricks for us all. Al’s a huge fan of Google’s Big Query, Big Data (warehousing) and Google’s sort-of-still-new Data Studio. Here’s a summary of his talk for those who didn’t make it! If you want 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may be about to roll out an automated feature that \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fadwords\u002Fanswer\u002F7288007\">automatically injects\u003C\u002Fa> new Expanded Text Ads into your account. It’s currently rolled out to approximately 2,000 accounts as a pilot, and if that goes well it’s likely to become a permanent fixture in AdWords’ toolset.\u003C\u002Fp>\n\u003Cp>It’s not yet clear how it will impact all advertisers on the platform, but to be sure your account is safe from automated ad injection, we’ve created this handy script to automatically pause these ads the moment they’re found.\u003C\u002Fp>\n\u003Cp>It’ll also send you a handy email summary, too, because we’re not expecting the ads to be too bad — just unwelcome.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2954\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FWDGoFrJy-added-by-google-ads-adwords.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"895\" height=\"489\" \u002F>If you’re one of the advertisers currently in the pilot, you’re likely more than aware that you can opt out of the pilot simply by pausing the ads manually and completing \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdocs.google.com\u002Fa\u002Fgoogle.com\u002Fforms\u002Fd\u002F1GaOMo7hq3GHrBU8U4AOI7EcZ9p20_TjUwVKmaUlpSGA\u002Fedit?usp=sharing\">this form\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>If you’re running a well kept account, you may never see these ads, as they’re so far being rolled out to accounts which have the following settings;\u003C\u002Fp>\n\u003Cul>\n\u003Cli>ad rotation settings of either “Optimize for clicks” or “Optimize for conversions”\u003C\u002Fli>\n\u003Cli>ad groups with few ads in them\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>For the pilot, the ads have been ‘written by humans’ (we assume machine learning is somehow involved) and go through quality control. They’re based on current ads and landing page content. There are thousands of AdWords account advertisers in the world and it’s fair to assume that this process will not scale without automation.  If these are automated in the future, we can only assume they’re not going to 100% show your true USPs and therefore do you a good service.\u003C\u002Fp>\n\u003Cp>Theoretically, given the selected rotation settings, if they perform worse then they will be shown less and less over time, therefore managing themselves out of the account.\u003C\u002Fp>\n\u003Cp>Anyway, this below script will ensure you get an alert if you think you might miss the welcome email from Google themselves (assuming this rolls out further). If you’re a previous AdWords Script user, go ahead and copy the below, inserting your email. 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