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Anna Lewis
Works at Wiggle Ltd
Attended Southampton Solent University
Lives in Hampshire, UK
4,105 followers|139,588 views


Anna Lewis

Measurecamp  - 
Hi All, anyone interested, or know someone who might be interested in an Ecommerce Analytics role in Portsmouth, Hampshire? Looking for someone to cover my maternity leave, range of skills required but not all essential so we're open to any CVs at this stage. We are also considering consultants/agencies to support this role depending on who we find to cover.
Wiggle's one of the leading UK online bike shops, with a global presence, and we use GA.
Please get in touch with me if you're interested, have CVs or want more information, etc.
anna.lewis @
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Anna Lewis

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Great thoughts on Universal Analytics, totally agree that you really have to plan it well before considering switching. And definitely run in parallel to make sure it's all working perfectly first!
Why I don't recommend completely switching to Universal Analytics

I get lot of emails from people who want to switch back to the old Google Analytics from universal analytics. Their number 1 objection is that UA is creating tracking issues and they can't figure out how to resolve these issues. 

So for example if you switch to universal analytics and you are using a third party shopping cart which is still designed for the old GA then what will happen next,.......your ecommerce tracking may either stop working or it may start producing inaccurate reports.

Lot of people are blindly switching to UA on Google's recommendation without understanding the implications of such a switch.

You need to understand that everything from event tracking, cross domain tracking to ecommerce tracking works differently in UA. So if you make a switch to UA, you then need to change majority of your tracking code like ecommerce tracking code, event tracking code etc and also make sure that it works. Google will not automatically do all these changes for you just because you are now using UA.

Moreover there is not enough support available from Google and other analytics users yet. So if something goes wrong you are pretty much on your own. Also once you completely switched to UA there is no turning back. So if you can't resolve your UA issues, you are pretty much stuck with poor to no tracking. 

So what i recommend is running UA in parallel with GA as long as you can (until Google force the switch on you or until you have tested and sort out all of your UA tracking issues in advance). 

EDIT: According to +Justin Cutroni " Classic Google Analytics won’t go away, but all future enhancements will only be released to Universal Analytics." Source: 
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Anna Lewis

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This is great - scripts are a lifesaver in AdWords! Definitely recommend getting started with these ones if you've not used scripts before. 
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Script are crucial
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I like this, great to see a detailed how-to guide on something so useful for SEO.
Build a DIY Keyword intelligence tool - with zero coding!
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Having a debate about this topic in the office at the moment, then +Laura Phillips  points out she wrote about it. Good read and good debate!
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Great article by +Nichola Stott, really worth looking at patterns behind errors in WMT and checking code!  
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Anna Lewis

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Thanks everyone for another fantastic MeasureCamp!! Great to see so many keen analytics people and have some really helpful discussions. 

Did anyone get photos of the notes I wrote up in either of the sessions I ran? The sessions were: what actually makes you money and in house analysts. 
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Can't wait to read this!  It looks great +Shelli Walsh 
What is Creativity? The free ebook An introduction to creative thinking with tips on how you can be more creative in your online marketing campaigns Name Email Address Introduction Be more creative is a phrase often used within business and marketing with little consideration given to its meaning. SEO and online marketing have seen seismic …
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Downloaded, will definitely read. Thanks for the pointer, +Anna Lewis .
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Love this! The GA magic API script is fantastic for speeding up some complex reporting like this, as well as all the simple stuff :)
How to Analyse, Optimise & Automate Multi-Channel ROI Calculations:

As marketing tactics become more and more complex, the needs of marketing managers and executives to understand and monitor Cost Per Conversion (and ROI) from every channel are increasing.

In her newest post, Polly Prospelova outlines a way to create spreadsheets that automate multi-channel ROI calculations.
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Anna Lewis

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Can anyone be an absolute hero? I'm looking for a list of things that have caused Google Analytics data to be misreported in some way?

Usually things caused by platforms and browsers not letting the data get through accurately - for example, iOS 6 reporting a lot of organic traffic as direct. I'm sure there are other things, and in the past I've annotated GA with this, but I've moved company and don't have any of these annotations to work from any more. Thanks in advance :)
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I've linked my Google Webmaster Tools search query data to Google Analytics. When I consult the SEO report inside GA, while the total number of queries is the same for GA and GWT, Impressions and Clicks data doesn't match. In GA, all data is presented to the nearest 500 for Impressions, e.g. 3,500 whereas GWT might show this more precisely as 3,392 or whatever. Same goes for Clicks where GA rounds all data to the nearest 10. For example, 60 in GA whereas the true figure is 67. Why should this be given that the data is being imported straight into GA from GWT? No data transformation of data should take place in between. If I send you a spreadsheet full of data, what we both see is identical. This is not the case with GWT and GA...unless I'm missing a trick here?
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Love this, putting a star wars theme to a classic decoration!
Hey there! If you're new to ManMade, check out some of our original how-to projects, free downloads and templates, or other guy-friendly holiday content! Designer Anthony Herrera has released a...
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Waahaaay! Our blog won a UK Search Award :) 
We are pleased to announce that the Koozai team won the award for Best Blog at the UK Search Awards. Congratulations to the entire team. 
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Google Analytics Analyst
  • Wiggle Ltd
    Google Analytics Analyst, 2013 - present
  • Koozai
    Digital Marketing Executive, 2010 - 2013
  • MAD Productions
    SEO, 2008 - 2010
Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Hampshire, UK
Web analytics specialist in PPC and SEO. Blogger and conference speaker, feel free to follow and share tips.
Web analytics specialist.

I am keen to help others understand more about using analytics to improve results and have spoken BrightonSEO, SMX London and at Think Visibility on the topic of advanced analytics. I have also written a large amount of guides and created videos about analytics on the Koozai website during my time there. Here's a list of my analytics resources.

Outside spreadsheets and other geekery I love cooking, eating, skiing, go karting, good pubs, good wine, watching the Formula 1 and shows like the Big Bang Theory. 
  • Southampton Solent University
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Anna Spear
Anna Lewis's +1's are the things they like, agree with, or want to recommend.
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