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Introducing Calculated Metrics in Google Analytics


November 2015 Product Update


This month in Analytics: start using calculated metrics, understand your Ad Exchange data, get better at attribution, create a culture of optimisation and more.

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New Features

Introducing Calculated Metrics in Google Analytics

We are excited to announce the addition of the highly anticipated Calculated Metrics in Google Analytics! Calculated Metrics are user-defined metrics that are computed from existing metrics. This can help drive more relevant analyses and enables greater actionability without leaving the product.

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Looking for some inspiration? Get some ideas for calculated metrics with this list of 25 examples from Google Analytics Certified Partner Analytics Pros.

Ad Exchange-Google Analytics Linking

Ad Exchange lets you earn revenue by using a Google display tool on your website to host third-party ads relevant to your audience. If you use Ad Exchange, you can link an Ad Exchange account to Google Analytics so you can use Analytics to give context to your Ad Exchange data and get a better understanding of your performance.

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New Ad Exchange and Active User metrics and batching support in APIs

Developers can automate Ad Exchange reporting using our ten new metrics for Ad Exchange that we've added to the Google Analytics Reporting API. We've also introduced Active User metrics in the Reporting API, so you can programmatically create rolling reports of active users. Additionally, all of the Google Analytics APIs now support batched requests, so you can combine multiple API calls into a single HTTP request. Take a look at the special User Permission batching in the Management API.

See the latest updates via our new release notes.

Tips & Best Practices

The Definitive Guide to Data-Driven Attribution

Top-performing marketers are 5x more likely to use data-driven attribution. However, over half of all marketers still credit last-click only. Adometry brings you the Definitive Guide to Data-Driven Attribution, so you can start thinking like a top marketer. This guide covers what data-driven attribution is, who would benefit, and how it fits into your analytics toolset.

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Setting up Google Tag Manager for iOS using Swift

This is a guide by Google Expert Simo Ahava for setting up Google Tag Manager in your iOS app using Swift and the Xcode IDE. The tutorial helps you create a container, open it in the app, and dispatch data through it to the Google Analytics endpoint.

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Building a Culture of Testing and Optimisation

Building a Culture of Optimisation is something our industry is still in the process of nailing down. This article from Googler Krista Seiden focuses on all the steps you will need in order to shift your organisational culture towards optimisation and data-driven decision making in general. The main steps are: education, process, and advocacy.

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Event Calendar

Learn about analytics from Googlers & partners at these upcoming events.

December 8, 2015


2015 Digital Analytics Association Symposium - San Francisco

Come join the San Francisco Chapter of the Digital Analytics Association for the fourth annual Symposium, once again being held in the Google San Francisco building on Tuesday, December 8th, 2015. The Symposium this year is focused on how all businesses use data to optimise, personalise, and succeed through the Holidays.

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January 28, 2016


The Carnegie Conference - Orlando

The Carnegie Conference explores the critical connection between marketing strategy and recruitment. Through multi-channel marketing, effective branding, comprehensive big data analysis, and thoughtful lead nurturing, this year’s conference sessions are sure to inspire you for your next marketing move.

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February 2, 2016


Superweek 2016 - Hungary

In this talk, Analytics Advocate Daniel Waisberg will go through a framework to help guide the data analysis process. The framework is based on a matrix, called TITE (time, interactions, trends, and events), which takes both internal and external factors into consideration as well as influences and the need for comparison. Using a hypothetical example, he will share how it can be used to transform data into a meaningful story.

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