[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsmx-london-fun-google-analytics-ayat-shukarly":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":413,"breadcrumbs":414,"reading_minutes":145,"category":421,"head":423},"2017-05-24T13:28:51",{"rendered":6},"\u003Cp>The \u003Cem>Fun With Google Analytics\u003C\u002Fem> session featured three guest speakers – Arnout Hellemans of \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fonlinemarkethink.com\u002F\">Onlinemarkethink\u003C\u002Fa>, Ayat Shukarly of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.invespcro.com\u002F\">Invesp \u003C\u002Fa>and Christina Sanders of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002F97thfloor.com\u002F\">97th Floor\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>For this blog we’re going to focus on Ayat Shukarly’s talk, who was first to take to the stage.\u003C\u002Fp>\n\u003Cp>Ayat began her talk by reminding us that \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcro\u002F\">conversion rate optimisation (CRO)\u003C\u002Fa> is a process, which includes both qualitative and quantitative research.\u003C\u002Fp>\n\u003Ch2 id=\"qualitative-research\">Qualitative Research\u003C\u002Fh2>\n\u003Cp>Ayat spoke first of qualitative research, which continues to be important in our e\u003Cspan style=\"font-weight: 400;\">conomy of experience where everything is commoditised. We need to provide experience to attract and retain customers, and conduct qualitative research to understand what’s happening and why it’s happening. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>Ayat seeks to understand the following in the polls and research that form part of her qualitative research:\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Motivators\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Barriers\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Hooks\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Satisfaction\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Demographical information\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"quantitative-research\">\u003Cstrong>Quantitative Research\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>Next, Ayat offered 7 tips for leveraging analytics reports and avoiding ‘analysis paralysis’ – the condition of being overwhelmed by information from analytics!\u003C\u002Fp>\n\u003Cp>Ayat gave the audience \u003Cstrong>7 questions\u003C\u002Fstrong> to ask themselves when using Google Analytics. They were:\u003C\u002Fp>\n\u003Cp>1) So, what?\u003Cbr \u002F>\n2) What KPI does this measurement support?\u003Cbr \u002F>\n3) How is it supporting that KPI?\u003Cbr \u002F>\n4) What does the measurement tell me?\u003Cbr \u002F>\n5) What is the dollar impact of that measurement?\u003Cbr \u002F>\n6) What actions do I take based on the measurement?\u003Cbr \u002F>\n7) What would drilling deeper tell me?\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cstrong>Analytics reporting must be driven by business objectives\u003C\u002Fstrong> – that’s the message that Ayat stressed during her talk.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8258\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNm7KixcA-050720211625524267_20170524_131630-scaled.jpg?auto=compress%2Cformat&q=90\" alt=\"\" width=\"4032\" height=\"3024\" \u002F>\u003C\u002Fp>\n\u003Cp>As well as telling the audience how to ‘dig deeper’ into their GA metrics she found some areas to investigate further, including a significant lost dollar value.\u003C\u002Fp>\n\u003Cp>Here are some basic and advanced things she recommended marketers look into when analysing GA data:\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Basic \u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>How many daily visitors you receive\u003C\u002Fli>\n\u003Cli>Your average conversion rate (sales, registration, download, and so on)\u003C\u002Fli>\n\u003Cli>You top-visited pages\u003C\u002Fli>\n\u003Cli>The average visit time on site and how often visitors come back\u003C\u002Fli>\n\u003Cli>The average visit page depth and how this varies by referrer\u003C\u002Fli>\n\u003Cli>The geographic distribution of visitors and what language setting they are using\u003C\u002Fli>\n\u003Cli>How “sticky” your pages are. Do visitors stay or simply bounce off (single-page visits)?\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>Advanced \u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>What is the value of a visitor and how does this vary depending on where they came from?\u003C\u002Fli>\n\u003Cli>What is the value of a web page?\u003C\u002Fli>\n\u003Cli>How do existing customers use the site compared to new visitors?\u003C\u002Fli>\n\u003Cli>How do visits and conversions vary by referrer type or campaign source?\u003C\u002Fli>\n\u003Cli>How does bounce rate vary by page viewed or referring source?\u003C\u002Fli>\n\u003Cli>Is my site engaging with visitors?\u003C\u002Fli>\n\u003Cli>Is my internal site search helping or hindering conversions?\u003C\u002Fli>\n\u003Cli>How many visits and how much time does it take for a visitor to become a customer?\u003C\u002Fli>\n\u003C\u002Ful>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},63,"SMX","\u002Fblog\u002Fcollection\u002Fsmx\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-3132","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-smx",{"page_content_modules":29,"hero":141},[30,96],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"SMX London: Fun With Google Analytics – Ayat Shukarly",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":39,"full_bio":39,"specialist_service_links":7,"photo":43},{"ID":44,"id":44,"title":45,"filename":46,"filesize":47,"url":48,"link":49,"alt":39,"author":50,"description":39,"caption":39,"name":51,"status":52,"uploaded_to":47,"date":53,"modified":53,"menu_order":47,"mime_type":54,"type":55,"subtype":56,"icon":57,"width":58,"height":58,"sizes":59},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":60,"thumbnail-width":61,"thumbnail-height":61,"medium":62,"medium-width":63,"medium-height":63,"medium_large":64,"medium_large-width":65,"medium_large-height":65,"large":66,"large-width":67,"large-height":68,"1536x1536":69,"1536x1536-width":70,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":81,"default_portrait":82,"default_portrait-width":81,"default_portrait-height":80,"6_col_and_margin_short":83,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":78,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":78,"staff_image_696_600":91,"staff_image_696_600-width":92,"staff_image_696_600-height":81,"rectangular_thumbnail":93,"rectangular_thumbnail-width":94,"rectangular_thumbnail-height":95},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":97,"reduced":32,"top_overlap":98,"bottom_underlap":98,"disable_observer":-1,"heading":99,"cta_text":100,"cta_link":101,"items":102},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[103,117,126],{"type_key":20,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":114},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[111],{"name":112,"image":113},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":20,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":108,"image":122,"authors":123,"category":125},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[124],{"name":112,"image":113},{"to":115,"name":116},{"type_key":20,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":140},"How information gain solves commodity SEO","\u003Cp>When building informational assets as an SEO professional, how can you distinguish your brand when so many articles often mirror one another? The answer lies in information gain. By moving away from replication and toward the creation of unique value, you provide both Google and users with a compelling reason to prefer your brand over […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F","2026-07-20T11:37:53",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[134,137],{"name":135,"image":136},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":138,"image":139},"Milly Green","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},{"type":142,"style":143,"heading":33,"date":4,"updatedAt":144,"reading_minutes":145,"image":146,"imageAlt":33,"categories":147,"collections":329},"blog-post","light","2022-02-07T16:48:37",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNm7KixcA-050720211625524267_20170524_131630-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[148],{"id":10,"count":149,"description":150,"link":115,"name":116,"slug":151,"taxonomy":152,"parent":47,"meta":153,"acf":154,"head_links":155,"resource_count":156,"yoast_title":157,"yoast_meta":158,"yoast_json_ld":202,"_links":298,"path":115},431,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","seo","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[159,161,164,167,170,173,176,178,180,182,185,188,191,194,196,199],{"property":160,"content":157},"title",{"property":162,"content":163},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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