On a page that receives a lot of display traffic, for example, this can be a problem. Using custom time clusters, a better picture can be created of the time visitors spend on a page. Because these time measurements always continue regardless of bouncers, this is a better presentation of time engagement.
Once you have this custom data in Analytics, you can segment it again by campaign or channel in combination with a specific page.
Creating time clusters.
Using App+Web
App+web is a new Analytics property, also known as Google Analytics 2.0. It is specifically aimed at bundling data from app and web. It remains to be seen how this new tool will develop, but it is expected that it will replace the old Google Universal Analytics. Some fundamental changes are already immediately visible in the reports.
The good news is that App+web has seen a lot of improvements in the area of engagement metrics. New metrics have been added, such as 'engaged sessions' (sessions longer than 10 seconds, or more than 2 pages viewed), 'engagement rate' (percentage of engaged sessions), 'engaged sessions per user' (number of engaged sessions per user) and 'engagement time' (improved 'time on page' metric).
Engagement statistics seem to have been thought through better. This is ideal if you don't have the capacity to have this built in by specialists. It's smart to practice with the new Google functionalities! And connect an App+web in addition to your regular Analytics property and explore the data that comes in here.
Always be vigilant about your data quality. Do you see unexplained fluctuations in your statistics? Dig deeper into them.
In the case below, direct traffic suddenly exploded, for no usa telegram data apparent reason. Afterwards, this turned out to be spam traffic, which we were able to filter out successfully.
Data pollution in Google Analytics.
Keep a close eye on traffic from direct and referral channels in particular. Large fluctuations in this can be an indication of spam traffic or technical (measurement) errors in your website. Incorrect measurements always have an impact on your website statistics, and therefore also directly on your engagement statistics! You obviously want to prevent this.
In my opinion, the biggest handicap for measuring your branding campaigns is still the lack of good cross-device measurements. This makes it difficult to gain insight into a complete customer journey, because users use so many different devices. Perhaps in the future there will be an all-in-one device that is simultaneously your mobile, tablet and desktop, then we will no longer have this problem and we will be able to really see how channels and campaigns influence each other.
What is the best mix for your brand?
Ultimately, it’s all about the healthy mix between traditional branding and performance expressions. Discovering the best mix for your brand req
