[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fharry-brace\u002Fpage\u002F6":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":163,"head_links":165,"breadcrumbs":151,"posts":169,"pages":146,"head":882},"Harry Brace","","I'm the Director, Head of Solutions at Impression. I spend my time debugging and implementing tracking using Google Tag Manager, managing data warehousing platforms and building Looker Studio reports!",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":49,"page_content_modules":105,"hero":147},"\u003Cp>Director, Head of Solutions. Joined Impression in November 2017.\u003C\u002Fp>\n\u003Cp>I gained 4 years of experience as a web developer before moving to Impression as a digital account manager in 2017. I moved across to the Analytics department in 2019 and I’ve been strengthening and growing our Analytics offering ever since.\u003C\u002Fp>\n\u003Cp>Day to day, I spend my time debugging and implementing tracking using Google Tag Manager, managing data warehousing platforms and building Looker Studio reports!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding the analytics department over the last couple of years with the help of Aaron and now Alex H.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nFind me socialising, skiing or gaming.\u003C\u002Fp>\n","Director, Head of Solutions",[13,30,40],{"page":14,"link_text":29},{"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":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},374,"98","2021-01-11 16:25:32","Analytics","publish","closed","analytics","2026-09-28 11:36:16",0,"\u002F?page_id=374","page","0","raw","\u002Fanalytics\u002F","Web Analytics",{"page":31,"link_text":34},{"ID":32,"post_author":16,"post_date":33,"post_date_gmt":33,"post_content":5,"post_title":34,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":35,"to_ping":5,"pinged":5,"post_modified":36,"post_modified_gmt":36,"post_content_filtered":5,"post_parent":37,"guid":38,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":39},17916,"2022-06-20 08:56:55","Tag Management","tag-management","2026-09-28 11:05:27",17552,"\u002F?page_id=17916","\u002Fmedia-solutions\u002Ftag-management\u002F",{"page":41,"link_text":44},{"ID":42,"post_author":16,"post_date":43,"post_date_gmt":43,"post_content":5,"post_title":44,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":45,"to_ping":5,"pinged":5,"post_modified":46,"post_modified_gmt":46,"post_content_filtered":5,"post_parent":37,"guid":47,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":48},17140,"2022-05-27 14:22:19","Google Marketing Platform","google-marketing-platform","2026-09-25 10:43:13","\u002F?page_id=17140","\u002Fmedia-solutions\u002Fgoogle-marketing-platform\u002F",{"ID":50,"id":50,"title":51,"filename":52,"filesize":53,"url":54,"link":55,"alt":5,"author":56,"description":5,"caption":5,"name":57,"status":58,"uploaded_to":23,"date":59,"modified":59,"menu_order":23,"mime_type":60,"type":61,"subtype":62,"icon":63,"width":64,"height":65,"sizes":66},25135,"Harry-Brace2","Harry-Brace2.png",306919,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&q=90","\u002Fharry-brace2\u002F","12","harry-brace2","inherit","2023-10-03 16:03:03","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":67,"thumbnail-width":68,"thumbnail-height":68,"medium":69,"medium-width":70,"medium-height":71,"medium_large":72,"medium_large-width":73,"medium_large-height":74,"large":75,"large-width":76,"large-height":77,"1536x1536":78,"1536x1536-width":79,"1536x1536-height":80,"2048x2048":81,"2048x2048-width":82,"2048x2048-height":83,"post-thumbnail":84,"post-thumbnail-width":85,"post-thumbnail-height":86,"12_col":87,"12_col-width":88,"12_col-height":89,"default_landscape":90,"default_landscape-width":91,"default_landscape-height":65,"default_portrait":92,"default_portrait-width":65,"default_portrait-height":91,"6_col_and_margin_short":93,"6_col_and_margin_short-width":85,"6_col_and_margin_short-height":89,"11_col_and_margin":94,"11_col_and_margin-width":95,"11_col_and_margin-height":89,"9_col_rectangle":96,"9_col_rectangle-width":97,"9_col_rectangle-height":98,"11_col":99,"11_col-width":100,"11_col-height":89,"staff_image_696_600":101,"staff_image_696_600-width":64,"staff_image_696_600-height":65,"rectangular_thumbnail":102,"rectangular_thumbnail-width":103,"rectangular_thumbnail-height":104},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[106],{"acf_fc_layout":107,"reduced":108,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":109,"posts":110},"author_posts",true,"Harry Brace’s posts",{"data":111,"pages":146},[112,126,136],{"type_key":113,"title":114,"excerpt":115,"to":116,"postedAt":117,"readingTime":118,"image":119,"authors":120,"category":123},"post","Filtering internal traffic from Google Analytics in 5 steps (Working from home edition)","\u003Cp>As highlighted in a previous blog, the huge shift to working from home we have recently seen is likely to be affecting your analytics data. The effect of this is going to vary considerably depending on the size of your business and the number of internal users accessing your website on a day to day […]\u003C\u002Fp>\n","\u002Fblog\u002Ffiltering-internal-traffic-from-google-analytics-working-from-home-edition\u002F","2022-02-07T16:48:16",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504365_woman-using-laptop-at-home-4050303-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[121],{"name":4,"image":122},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":124,"name":125},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":113,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":135},"Why you shouldn’t compare Google Analytics and Google Ads conversion data.","\u003Cp>It’s a common mistake made and one that can have a considerable impact on how much marketers value paid traffic. This blog aims to explain how conversions are counted in both platforms a why they should be used independently, and not compared. As the title suggests, this blog covers Google Analytics and Google Ads, however […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhy-you-shouldnt-compare-google-analytics-and-google-ads-conversion-data\u002F","2022-02-07T16:48:17",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FSj35P4OT-050720211625504510_3927372139038527673-office.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[134],{"name":4,"image":122},{"to":124,"name":125},{"type_key":113,"title":137,"excerpt":138,"to":139,"postedAt":130,"readingTime":118,"image":140,"authors":141,"category":143},"Three tips to manage your analytics during the Coronavirus (COVID-19) lockdown","\u003Cp>Well, that’s a title I never thought I’d be typing! But hey, here we are, sitting in our makeshift offices wondering where we are going to get our next roll of toilet paper from. A more burning question you may have is, how is this going to affect my reporting?! The answer to that question […]\u003C\u002Fp>\n","\u002Fblog\u002Fthree-tips-to-manage-your-analytics-during-the-coronavirus-covid-19-lockdown\u002F","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F98LDFsOr-050720211625504673_ga-virus.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[142],{"name":4,"image":122},{"to":144,"name":145},"\u002Fblog\u002Fcategory\u002Fcovid\u002F","COVID","6",{"type":148,"style":149,"title":150,"heading":4,"intro":10,"services":12,"breadcrumbs":151,"photo":67,"social":163},"author","dark","Meet the Team",[152,155,158,161],{"path":153,"name":154},"\u002F","Home",{"path":156,"name":157},"\u002Fabout\u002F","About Us",{"path":159,"name":160},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":162,"name":4},null,{"twitter":5,"linkedin":164},"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fharrison-brace-137b8482\u002F",[166],{"rel":167,"href":168},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fharry-brace\u002F",[170,493,688],{"id":171,"date":172,"date_gmt":172,"guid":173,"modified":117,"modified_gmt":117,"slug":175,"status":19,"type":113,"link":116,"title":176,"content":177,"excerpt":180,"author":181,"featured_media":182,"comment_status":183,"ping_status":20,"sticky":179,"template":5,"format":184,"meta":185,"categories":186,"collections":188,"coauthors":189,"class_list":191,"acf":199,"head_links":200,"breadcrumbs":201,"url_path":116,"search_description":208,"featured_image_urls":209,"authors":244,"type_nicename":257,"reading_minutes":118,"category":258,"yoast_title":260,"yoast_meta":261,"yoast_json_ld":314,"_links":444},5263,"2020-06-25T14:20:57",{"rendered":174},"https:\u002F\u002Fimpression.test\u002Fblog\u002Ffiltering-internal-traffic-from-google-analytics-working-from-home-edition\u002F","filtering-internal-traffic-from-google-analytics-working-from-home-edition",{"rendered":114},{"rendered":178,"protected":179},"\n\u003Cp>As highlighted in a \u003Ca rel=\"noreferrer noopener\" aria-label=\"previous blog (opens in a new tab)\" href=\"\u002Fblog\u002Fthree-tips-to-manage-your-analytics-during-the-coronavirus-covid-19-lockdown\u002F\" target=\"_blank\">previous blog\u003C\u002Fa>, the huge shift to working from home we have recently seen is likely to be affecting your analytics data. The effect of this is going to vary considerably depending on the size of your business and the number of internal users accessing your website on a day to day basis. That said, it’s always advisable to exclude known traffic where possible.\u003C\u002Fp>\n\n\n\n\u003Cp>This guide contains two variants of the same implementation that can also be used in combination to increase effectiveness. The first variation is specifically designed for WordPress and will automatically detect and filter users after they have logged in. All further visits, logged in or not, will then be filtered from your reports. This solution works well as it doesn’t require any action from your internal site users, however, it shouldn’t be used if customers or the people you want to track, can also log in.\u003C\u002Fp>\n\n\n\n\u003Cp>The second solution requires each internal user to follow a unique link that will flag them as internal and filter them and all further visits from your reports. The benefit of this solution is that it can be used on any website, regardless of platform, however, it does require users to take action and follow the “activating” link. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"prerequisites-and-notes\">\u003Cstrong>Prerequisites and notes:\u003C\u002Fstrong> \u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>The first WordPress solution will filter ANY user that is logged-in. It is therefore not recommended for WordPress websites that allow customers to log in. An example of this would be an account page for e-commerce websites.\u003C\u002Fli>\u003Cli>Both of these solutions use a custom dimension stored in the user-scope of Analytics, this means if the user visits on another device or browser, they will not be filtered unless they log in or follow the activating link again.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-it-works\">How it works!\u003C\u002Fh2>\n\n\n\n\u003Cp>Both versions of this solution use a custom dimension to filter internal users, the only difference between the two, is how this custom dimension value is set. For WordPress, we look for a cookie that is only set once a user has successfully logged in. These cookies are generally used to customize the admin interface, and often the main site interface on a per-user level. We can these cookies within Tag Manager to set a custom dimension in Google Analytics. This custom dimension can then be used as a traffic filter depending on its value.\u003C\u002Fp>\n\n\n\n\u003Cp>For the second variation, instead of using cookies to set the custom dimension, we use the value from a URL query parameter, and that’s it!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-implement\">How to implement\u003C\u002Fh2>\n\n\n\n\u003Cp>Follow the steps below, or skip to the videos at the end of this guide!\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>\u003Cstrong>Use Google Tag Manager to create a new variable based on your following chosen implementation.\u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>Option A. If you are looking to filter logged-in WordPress users, create a custom JavaScript variable containing the following code. \u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cpre class=\"wp-block-code\">\u003Ccode>function() {\n    var cookie = document.cookie.indexOf('wp-settings-time') !== -1;\n    if(cookie){\n        return('true');\n    }\n}\u003C\u002Fcode>\u003C\u002Fpre>\n\n\n\n\u003Cdiv style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>Option B. If you would like to filter users after they visit a unique “activating” URL,  Create a new ‘URL’ variable using the Query option and set the query key to ‘internal’.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frich-chapman-circle.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21551\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cstrong>2. In Google Analytics create a new ‘Custom Dimension’ called ‘Internal Traffic’ under the ‘User’ scope. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2020-06-24-at-15.36.21.png\" alt=\"\" class=\"wp-image-21538\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cstrong>3. Make note of the Index ID.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2020-06-24-at-16.01.09.png\" alt=\"\" class=\"wp-image-21544\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cstrong>4. Edit your ‘Settings’ variable inside of Tag Manager and add a custom dimension referencing the variable created in step 1 and the Index ID noted in step 3.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2020-06-24-at-16.24.03.png\" alt=\"\" class=\"wp-image-21545\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cstrong>5. Create a new custom filter in the Analytics view you would like to exclude internal traffic from. This filter should use the settings shown below…\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2020-06-24-at-16.22.37.png\" alt=\"\" class=\"wp-image-21547\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>and that’s it! If you are using the WordPress variant, any users who log in will be will have their current and all following sessions excluded from your reports. If you are using the second variant, simply send all internal users a link to your website containing a query string called ‘internal’ that equals ‘true’, for example… \u003Cstrong>website.com\u002F?internal=true\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>If you would like to stop people from being excluded, simply change this value to anything other than ‘true’, for example \u003Cstrong>website.com\u002F?internal=foobar\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"wordpress-implementation-video\">\u003Cstrong>WordPress Implementation video\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>This video covers the WordPress implementation. Simply change the variable explained in step 1.A to the URL Query variable explained in step 1.B.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-video\">\u003Cvideo controls src=\"\" class=\"mcloud-attachment-19771\">\u003C\u002Fvideo>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"bonus-tip\">Bonus tip!\u003C\u002Fh2>\n\n\n\n\u003Cp>If you use WordPress and have utilised version 1 of this implementation, you can enhance this setup by combining it with version 2. 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This blog aims to explain how conversions are counted in both platforms a why they should be used independently, and not compared. As the title suggests, this blog covers Google Analytics and Google Ads, however other marketing platforms such as Facebook and Bing also work in a similar way. \u003C\u002Fp>\n\n\n\n\u003Cp>The simple answer is that it’s related to differences in \u003Cstrong>attribution models\u003C\u002Fstrong>, and for the most part, this is true. The complexity arises when these differences are combined through importing conversions. The effects this has and the longer version of this answer can be found below!\u003C\u002Fp>\n\n\n\n\u003Cp>Before you start running campaigns, you need to make sure you have your conversion actions tracked. Whether this is product purchases or leads via form submissions, this is how you will monitor performance. The two most common ways to do this (for Google Ads) is by importing conversions from Google Analytics Goals or by using a separate Google Ads conversion tag. Both of these methods are valid ways of tracking conversions but have a key difference that will vastly change how revenue and conversions are reported. To help you choose which method is right for you, we first need to understand how each platform counts conversions, let’s pick them apart!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-analytics-conversion-tracking\">Google Analytics Conversion Tracking\u003C\u002Fh2>\n\n\n\n\u003Cp>If you are setting up Google Ads conversion tracking, it’s likely you are already utilising Google Analytics and hopefully goal tracking. This makes it the most common method of tracking conversions inside of Google Ads and the easiest to setup. When using this method, it is important to understand that Google Analytics is \u003Cstrong>multi-channel\u003C\u002Fstrong> and attributes conversions to the \u003Cstrong>last non-direct source\u003C\u002Fstrong>, regardless of all previous activity. Let’s look at a few multi-channel funnels to illustrate this (light blue is the channel they converted on).\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fexample-2.jpg\" alt=\"\" class=\"wp-image-19280\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>In the three conversion paths above, Google Analytics will only attribute one of them to paid and even though paid clearly played a part in the other two customer journeys, zero credit would be awarded. Whilst this is how conversions will be reported throughout your normal reporting, in Analytics, the ‘Multi-Channel Funnels’ area gives you a variety of tools to get a better understanding of where conversions have come from and the most common conversion paths. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Importing conversions into Google Ads\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Now you understand how Google Analytics counts conversions, we can see which ones will be imported into Google Ads and which ones won’t.  It is also important to note that changing the attribution model inside of Google Ads, won’t affect which conversions are imported, but only how the value (if tracked) and the conversion itself is distributed within Google Ads. Again, to understand this, let’s look at it visually!\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fattribution-2-1.jpg\" alt=\"\" class=\"wp-image-19443\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>In the first example, the last channel is Direct, and because Google Analytics is \u003Cstrong>last non-direct\u003C\u002Fstrong> \u003Cstrong>interaction\u003C\u002Fstrong> , the conversion goes to Paid (Search Ad 2) and is imported into Google Ads. At this point, the attribution model you are using comes into play but only takes into account paid interactions. For example, if you were using the linear attribution model, 50% of the conversion would go to ‘Search Ad 1’ and 50% would go to ‘Search Ad 2’.\u003C\u002Fp>\n\n\n\n\u003Cp>In the second example, the\u003Cstrong> last non-direct interaction\u003C\u002Fstrong> was with a Search Ad, so again, this would be attributed to Paid and imported into Google Ads. If you were using \u003Cstrong>first-click\u003C\u002Fstrong> \u003Cstrong>attribution \u003C\u002Fstrong>here, 100% of the conversion would go to the ‘Search Ad’ as there are no other paid interactions before it. Again it is important to note that at this point all other channels are disregarded. \u003C\u002Fp>\n\n\n\n\u003Cp>In our final example, the last interaction was Organic, and because of this, the conversion is not imported into Google Ads, even though the two previous interactions were both with paid ads. Regardless of what attribution model you have selected inside of Google Ads, this conversion will not be imported.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"key-takeaway-you-cant-change-the-way-google-analytics-counts-conversions-it-is-always-last-non-direct-interaction-unless-you-are-viewing-a-multi-channel-funnel-report-this-has-a-direct-impact-on-w\">\u003Cstrong>Key Takeaway: \u003C\u002Fstrong>You can’t change the way Google Analytics counts conversions, it is always last non-direct interaction unless you are viewing a Multi-Channel Funnel report. This has a direct impact on which conversions are importing into Google Ads.\u003C\u002Fh4>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"native-platform-conversion-tracking-google-ads\">Native platform conversion tracking (Google Ads)\u003C\u002Fh2>\n\n\n\n\u003Cp>In our explanation above, we have gone into depth around how Google Analytics counts conversions and how these are processed when they are imported into Google Ads. Now we can pick apart Google Ads and how the native tracking attributes conversions. \u003C\u002Fp>\n\n\n\n\u003Cp>The second way to track conversions inside of Google Ads is by using the native tracking snippet on your website.  This can be added manually with the provided code snippet or via \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Ftagmanager\u002Fanswer\u002F6105160\">Tag Manager (recommended)\u003C\u002Fa>. The tag needs to fire whenever a conversion action is completed such as a form submission or purchase and if applicable, a value tracked.\u003C\u002Fp>\n\n\n\n\u003Cp>This method is more involved than importing conversions via Google Analytics, however, it does come with the benefit of allowing you to include view-through conversions in your reporting. \u003Cstrong>View-through conversions\u003C\u002Fstrong> are when a user has seen one of your ads, but not clicked on it, and later converted. This is not possible when importing conversions from Google Analytics.\u003C\u002Fp>\n\n\n\n\u003Cp>The key difference in using native Google Ads tracking is in how it counts conversions when compared to Google Analytics. Let’s revisit a previous example of three multi-channel conversion funnels.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fattribution-3.jpg\" alt=\"\" class=\"wp-image-19411\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>In this example, every conversion would be attributed to paid search. This is because the native tracking for Google Ads is not aware of any channel other than itself and will just see that a Google Ads interaction at some point within the look-back window, has attributed to a conversion. The specific attribution model selected inside of Google Ads will then be applied to the conversion and the value attributed appropriately. \u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"key-takeaway-google-ads-isnt-multi-channel-and-is-only-aware-of-itself-if-a-click-led-to-a-conversion-it-will-track\">\u003Cstrong>Key Takeaway: \u003C\u002Fstrong>Google Ads isn’t multi-channel and is only aware of itself. If a click led to a conversion, it will track. \u003C\u002Fh4>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"which-one-should-i-choose\">Which one should I choose?\u003C\u002Fh2>\n\n\n\n\u003Cp>There is no right or wrong answer here, the most important thing is to understand how each method tracks conversions and ensuring that your client (who is likely using Google Analytics) is aware of this. The method you choose should depend on how much credit you want to attribute to paid search. If you notice the best performance is from last-click attribution, then importing from Google Analytics will be sufficient, however, if you see that multiple paid Search interactions tend to lead to more conversions, you will probably benefit from spending the additional time to implement the native tracking tags. \u003C\u002Fp>\n\n\n\n\u003Cp>Whichever method you choose, always make use of the multi-channel conversion reports so you get to see the full picture and understand the part that every channel plays.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n",{"rendered":128,"protected":179},7810,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":179,"footnotes":5},[187,506],40,[],[190],[510,113,193,194,195,196,197,198,511],"post-5163","category-ppc",[],[],[515,516,517,518],{"path":153,"name":154},{"path":204,"name":205},{"path":124,"name":125},{"path":162,"name":127},"It’s a common mistake made and one that can have a considerable impact on how much marketers value paid traffic. This blog aims to explain how conversions are counted in both platforms a why they should be used independently, and not compared. As the title suggests, this blog covers Google Analytics and Google Ads, however 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you shouldn't compare Google Analytics and Google Ads conversion data. - 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that’s a title I never thought I’d be typing! But hey, here we are, sitting in our makeshift offices wondering where we are going to get our next roll of toilet paper from. \u003Cbr>A more burning question you may have is, how is this going to affect my reporting?! The answer to that question will, of course, hugely depend on your sector but here are three tips that everyone can make use of today.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"annotate-annotate-annotate\">Annotate, annotate, annotate!\u003C\u002Fh2>\n\n\n\n\u003Cp>If you don’t already use annotations within Google Analytics you should be! Annotations are small notes that can be attached to a specific date to remind you about important events and changes on that day.\u003C\u002Fp>\n\n\n\n\u003Cp>These are often used as markers for website updates, core algorithm updates, downtime or anything else notable that is likely to affect your traffic (or already has). These annotations can be invaluable when reporting on historic data as past events can often skew your data and without annotations, this could be overlooked or forgotten.\u003C\u002Fp>\n\n\n\n\u003Cp>So this brings us to our current situation! It is almost certain that current events will have affected your website traffic in some way or another, and it is important these events are clearly noted against your analytics data. So let’s get annotating!…\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-do-i-add-annotations\">How do I add annotations?\u003C\u002Fh3>\n\n\n\n\u003Cp>Annotations are created on a view level but are visible in all reports. Adding annotations is easy, just follow the steps or watch the video below.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Open any report that has the ‘Explorer’ view\u003C\u002Fli>\u003Cli>Click the small arrow beneath the line graph\u003C\u002Fli>\u003Cli>Click ‘Create new annotation’\u003C\u002Fli>\u003Cli>Select the date you want to annotate and modify any options\u003C\u002Fli>\u003Cli>Type your notes and click save!\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cfigure class=\"wp-block-video\">\u003Cvideo autoplay controls loop src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FJosh-Wilkin.png?auto=compress%2Cformat&q=90\" class=\"mcloud-attachment-18655\">\u003C\u002Fvideo>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-working-from-home-could-be-skewing-your-analytics-data\">How working from home could be skewing your analytics data\u003C\u002Fh2>\n\n\n\n\u003Cp>Sounds strange but if your colleagues regularly use your website, you should have view level filters in place to block traffic from your Office IP address. However, if in recent days, your office has switched completely to remote working, these filters will now be ineffective. \u003C\u002Fp>\n\n\n\n\u003Cp>Unfortunately, it would be impractical to collect everyone’s individual home IP address and most home broadband IP addresses are dynamic, meaning they can change at any time.  This leaves you with the following alternatives…\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Block any users with \u003Cstrong>fixed\u003C\u002Fstrong> IP addresses\u003C\u002Fli>\u003Cli>Annotate the period beginning & ending\u003C\u002Fli>\u003Cli>Consider reporting WoW\u002F MoM for users outside of your main office City, to get a real feel for the impact excluding staff living in the locality.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Note: \u003C\u002Fstrong>Some companies may utilise a VPN (Virtual Private Network) to allow employees to remotely connect and work from home, if this is the case, the filters will still be effective and no action should be required.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s also worth noting this doesn’t affect work carried out in the admin of your website as this activity isn’t tracked.\u003C\u002Fp>\n\n\n\n\u003Cp>A slightly more advanced method would be to use Tag Manager and URL parameters to identify internal users and filter them with custom dimensions inside of Google Analytics. This works by first detecting the URL parameter via Tag Manager and then using that flag to set a custom dimension in the Google Analytics settings. This custom dimension can then be used to filter or segment out internal traffic. \u003Cbr>Whilst this method is more challenging to implement, the solution is more robust. \u003Cbr>A full guide on how to do this can be found \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.simoahava.com\u002Fanalytics\u002Fsimple-way-exclude-internal-visits-google-analytics\u002F\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-do-i-add-ip-filters-to-google-analytics\">How do I add IP filters to Google Analytics?\u003C\u002Fh3>\n\n\n\n\u003Cp>Filters can be added on account or view level, for this example, we are applying view level filters. As before, just follow the steps or watch the video below.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Ensure you are on the correct view and click the ‘Admin’ tab in the bottom left-hand corner of Google Analytics.\u003C\u002Fli>\u003Cli>Click ‘Filters’ in the far right-hand column.\u003C\u002Fli>\u003Cli>Click the red ‘Add Filter’ button\u003C\u002Fli>\u003Cli>Give the filter an appropriate name\u003C\u002Fli>\u003Cli>Using the predefined filter type, select the following dropdowns… \u003Cbr>‘\u003Cstrong>Exclude\u003C\u002Fstrong>‘ > ‘\u003Cstrong>traffic from the IP addresses\u003C\u002Fstrong>‘ > ‘\u003Cstrong>that are equal to\u003C\u002Fstrong>‘\u003C\u002Fli>\u003Cli>Then paste the IP address you would like to block and click ‘Save’.\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>\u003Cstrong>IMPORTANT NOTE\u003C\u002Fstrong>: Ensure you \u003Cstrong>do not\u003C\u002Fstrong> \u003Cstrong>select\u003C\u002Fstrong> ‘\u003Cstrong>Include Only\u003C\u002Fstrong>‘, this will block \u003Cstrong>ALL\u003C\u002Fstrong> traffic from tracking other than the IP address specified.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-video\">\u003Cvideo controls src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FMurray-Watkins.png?auto=compress%2Cformat&q=90\" class=\"mcloud-attachment-18657\">\u003C\u002Fvideo>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"monitor-geographical-data\">Monitor geographical data\u003C\u002Fh2>\n\n\n\n\u003Cp>Lastly, if you offer products or services globally, utilise the geographical reports available in Google Analytics. This will allow you to monitor trends in countries that have been worst affected by the pandemic and may allow you to forecast the effects on other territories that are on the same track. You could also consider making geographical segments to gain further insight.\u003C\u002Fp>\n",{"rendered":138,"protected":179},7830,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":179,"footnotes":5},[701,187],88,[],[190],[705,113,193,194,195,196,197,706,198],"post-5060","category-covid",[],[],[710,711,712,713],{"path":153,"name":154},{"path":204,"name":205},{"path":144,"name":145},{"path":162,"name":137},"Well, that’s a title I never thought I’d be typing! But hey, here we are, sitting in our makeshift offices wondering where we are going to get our next roll of toilet paper from. A more burning question you may have is, how is this going to affect my reporting?! 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