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Executive Report - By Thomas Baekdal - October 2013

How to Really do Analytics For Web Shops

I recently wrote the article: "Five Key Elements of Analytics for Publishers". In it I explain why analytics for publishers is different from web shops, but I also ended it by saying:

A conversion doesn't end when people buy something. It ends when they no longer return for more.

This, of course, needs a bit of clarifying. So in this article I'm going to outline how I would set up my analytics if I was operating a web shop for a brand. Not technically (there are thousands of articles about that), but conceptually. And you will see why I have a somewhat unorthodox view on analytics compared to most people.

I wish you could all start your own business

If there is one thing you learn when you start your own business, it is that most analytics means almost nothing. Pageview, visitors, time on site, bounce rates, source, multi-funnel paths and so on are all very nice, but they are all secondary to you as a business owner.

Another thing you learn is that there is often little correlation between things like visitors and pageviews with actual sales. And bounce rates can go up and down completely independent of what is actually happening on a product level.

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What is Baekdal?

Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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