Gini Dietrich

The Lies and Truths of Google Analytics

By: Gini Dietrich | February 14, 2013 | 

If you’re a regular reader of Spin Sucks (or one of the crazies in the community), you already know about my HUGE crush on Andy Crestodina.

I love everything about him. He’s smart, he’s funny, he wears red socks every day, and he’s so passionate about content marketing, he is constantly finding new ways to write so it’s compelling to both humans and robots.

He’s part of a dinner group we have and I never miss it because it’s my once-a-month time to brainstorm with someone who complements the things we do every day, but in an area where we don’t have expertise (search, namely).

Nearly every time I see him, he’ll say to me, “I’ve been thinking about writing a blog post for you” and then he’ll detail what he’s thinking. I’m pretty sure we’ve never turned him down.

That’s why, when Lindsay Bell invited him to host our monthly Spin Sucks Pro webinar, I wholeheartedly agreed!

The Lies and Truths of Analytics

A few weeks ago, he and I were talking about analytics and some of the things PR pros miss in their results reporting. He said, “How about I do the webinar on the lies and truths about Google analytics?”

Um, yes please!

Of course, then I began to wonder…what am *I* missing in the weekly analytics review I do with my team and our clients?

I have an advantage. I get to watch the webinar ahead of time. So I’ll let you in on a little secret: I learned six new things…and I consider myself pretty savvy when it comes to analytics.

I also took screen grabs of two slides so I can set up our goals a little bit differently, which gives me a list of at least 20 things to implement immediately.

It’s a little frustrating to learn the things you depend on for metrics are lies, all lies! OK…not all lies. I’m being a bit dramatic. But the information is valuable because he teaches you how to reformat your reports to get more accurate information.

And, at the end, he walks you through Google authorship, which still evades most. Trust me, you want to do this the minute the webinar is finished.

He ends with, “Most people use analytics without analyzing anything.”

How to Attend

That’s your cue to get to work immediately. Plus, he’s very engaging and hilarious so I think you’ll get a lot out of attending.

This month (and next month, too) is FREE, but space is limited.

You can “purchase” (the amount is zero, but WordPress won’t let us change that word) the webinar here. You’ll then receive an email with the link in GoToWebinar.

Please click on it and register for the webinar there. Otherwise you won’t get the link when it’s time to attend.

It’s next Thursday, February 21, at noon ET (11:00 CT, 10:00 MT, and 9:00 PT).

Be there…or miss out on hearing Andy say, “Bummer” and “What gorgeous data!”

P.S. Happy Valentine’s Day!

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

  • belllindsay

    Bummer. LOL! I heart Andy so much it’s slightly disturbing. When I can learn from someone? Hellooo sailor! As many of you out there know, I’m numbers phobic (never mind numbers dyslexic!), and my goal this year is to get a handle on analytics – really understand the “whys” behind the numbers I see every week. Sadly for Andy, I now email him at least once a month with a “can I pick your brain?” email. Sorry Andy! Don’t miss this webinar folks, it’s fantastic.

    • @belllindsay I have a copy of his book for you. Maybe that’ll help!

      • HowieG

        @ginidietrich  @belllindsay she only reads audio books Gin.

        • @HowieG  @belllindsay Good point…she is Canadian.

        • belllindsay

          @ginidietrich  @HowieG Hey now.

        • HowieG

          @belllindsay  @ginidietrich I mean we invented English here in the US. Canada speaks french I am told?

        • belllindsay

          @HowieG  @ginidietrich I’m all educated on how you ‘Mericans came to be. Reading a book on the history of cod and cod fishing. Verrrrry enlightening. 😉

    • crestodina

      @belllindsay You are welcome to contact me anytime, Lindsay!

  • HowieG

    Will twinkies and chai tea be served?
    Bah Data doesn’t lie….only Humans! I think the catchphrase is garbage in garbage out. Obviously the Google did something to create this havoc. Facebook used to have complete false analytics. They would count all the friends of someone who clicked like as who you reached. It was quite fun getting an email or tweet from cbaccus who at the time ran social/digital for AT&T say ‘I am going to a meeting with Facebook what data do you want me to ask them about’
    Never new the Google though has such issues. Can Andy say if this is deliberate like Facebook?

    • @HowieG  He says why it is and what you can do about it. But I’m not giving away his secrets!

  • HowieG

    BTW goonth and I are working on a big research paper on the difference between Frittes and Fries for SXSW and also the next Davos shindig. We can maybe give it as a Spin sucks Pro webinar if you like.

    • @HowieG  goonth I think that’s a fabulous idea! Will there be taste tests?

  • @HowieG  @ginidietrich  I heard there are twinkies? Are they twinkies? (see what I did there?). Back links. SEO…oh, never mind. Clearly I have something to learn. See you there.

    • HowieG

      @samfiorella  @ginidietrich my friend the_swedishfish last week said on Twitter ‘Hey were were doing a google search at work and something you wrote came up in the top spot’ it was on @shonali ‘s blog. Now if I can figure out how that happened.

      • @HowieG cool! the_swedishfish what were you searching for?

        • HowieG

          @Shonali  it was my post on Apple missing earnings due to not giving any guidance and letting social media go crazy in hype for the 4S.

        • The_SwedishFish

          @HowieG  @Shonali It was a search related to brand stories. I am not sure if Google + played a part as we are connected there as well.

    • @samfiorella  I think you have to do it like this:

  • Listening_More

    “@ginidietrich: The Lies and Truths of Google Analytics via @spinsucks”

    • ginidietrich

      @Listening_More Thanks!

  • I recently met Andy.  He was the featured speaker at a content marketing event for the Chicago-AMA (American Marketing Association), and we shot a preview video with him (  He blew the roof off the place… so much good information!
    Should be a great webinar at!
    –Tony Gnau

    • @T60Productions I thought that was you in the pictures at that event. It was the back of you, but I recognized the stance.

    • @T60Productions P.S. I need a video like that.

  • oooh. count me in. Especially if there are Twinkies!

    • @KenMueller There will be no Twinkies! @HowieG ! You’re going to get us in trouble!

      • @ginidietrich  @HowieG I was promised Twinkies. Hello, truth in advertising?? And don’t try to spin this…

        • HowieG

          @KenMueller  @ginidietrich don’t make me get jonathansalem in here Gini!

        • @KenMueller  @HowieG HOWIE promised them!

        • @ginidietrich  @HowieG I dunno. I saw it right HERE on Spin Sucks

  • Really looking forward to this one. I have had the pleasure of attending one of Andy’s IRL sessions and have learned a ton from him. So I can’t wait to learn even more. This one really is a “can’t miss–don’t miss” opportunity!

    • @allenmireles As I watched it yesterday, I jotted down a bunch of notes that will be VERY useful for clients.

  • Wouldn’t miss this one.

    • HowieG

      @jasonkonopinski aren’t you ice fishing next week?

      • @HowieG  @jasonkonopinski He is, but we can broadcast to him on the ice.

  • Justjeffpls

    @ginidietrich I never gave a thought 2 u being anything more than a talking head (video’s )

    • ginidietrich

      @Justjeffpls Ha!

  • mikeylis

    “@ginidietrich: The Lies and Truths of Google Analytics via @spinsucks”

    • ginidietrich

      @mikeylis Thanks Mike!

      • mikeylis

        @ginidietrich no problem

  • John_Trader1

    Um, this is awesome Gini. Thank you.

  • Thanks @ginidietrich , I will be watching in the fetal position for ready access of my fingers and toes as just the word analytics instills fright and despair.

    • @annelizhannan It will really be helpful. You’ll want to be sure you keep a copy of it (after we record and send you the link) so you can pause in parts.

      • belllindsay

        @ginidietrich  @annelizhannan Anne, me too!!! We can get through this together! 😉

        • @belllindsay  I read your comment and knew we had something in common. If only @ginidietrich would let us watch from the comfort of her couch with JB as our comforter, we would be in such great company 😉

        • @annelizhannan  @belllindsay You totally can! Be here on Thursday!

  • I got my first chance to meet/hear him a couple weeks ago at an Entrepreneurs Unpluggd event in Chicago (that same day with Tim Jahn, Gini), and he was by far my favorite presenter. Super smart, lots of fun, and great insights. I’ll be at the webinar!

    • @NateStPierre He’s really great, isn’t he??

  • crestodina

    Thanks for the kudos, @ginidietrich  It’s an honor, as always!
    Anyone planning to join, please bring your toughest Analytics questions. I’ll be ready! And yes, every attendee will likely have Google Authorship set up within 10 minutes of the end of the webinar. I’m super excited about this…

    • @crestodina Do you think maybe you’ll comb your hair for the webinar?

      • crestodina

        @ginidietrich Not a bad idea. Maybe I should get an actual hair cut. It sounds like that’s working for @bdorman264 …

  • Hey @HowieG are you a little jealous? Remember when @ginidietrich used to say we were smart and funny and she had a HUGE crush on us? I guess now we only qualify as one of the crazies, huh? I did get my haircut yesterday and it’s looking pretty good if I do say so myself; maybe I’ll send a picture and at least get out of the crazies section……….

    • @bdorman264  @HowieG I still have HUGE crushes on both of you. You just weren’t in the blog post.

  • I’m looking forward to this. I always feel like I’m missing something when it comes to Google Analytics.

    • @stevenmcoyle I’m a little sad about some of the things you think to be true that are not. But he shows you how to rejigger things so it works.

    • I feel that same way  @stevenmcoyle that I’m just on the cusp of getting it…

  • Joseph Gier

    sometimes in social media camp…

  • I’m almost a regular but haven’t had the honor of meeting your crush, I’ve heard many glowing things about Andy. Hopefully, one day, I can develop a mancrush on him, too! Wait, no, that’s not what I meant…

  • Heidi Ketroser Massey

    I just signed up. I’m with Gini Dietrich on the major crush dept. Just don’t tell Mana Ionescu. The guy is brilliant and is nice as anyone I know. Rare combination! Can’t wait for this.

  • Mana Ionescu

    Heidi 🙂 yep Andy has groupies, for good reason :).

  • I love Google Analytics, but I’m pretty sure I could be doing even more with it than I already am. This looks great. Count me in! 🙂

    • @lauraclick I also love analytics and I spend A LOT of time in there. I wrote down an entire page of notes and took two screen grabs. I was kind of embarrassed at how much I didn’t know.

  • The_SwedishFish

    @howiegoldfarb Cool, I had never used Livefyre before. I like it.

    • Livefyre

      @the_swedishfish Glad to hear it, thanks for sharing your thoughts 🙂 @howiegoldfarb

    • howiegoldfarb

      @the_swedishfish dude you need to have @Livefyre @JMattHicks take you on their private plane with @Bassnectar

      • Livefyre

        @howiegoldfarb @The_SwedishFish @labellehannah is our resident DJ for all @Livefyre beats with @LFJeremy @bassnectar

      • The_SwedishFish

        @howiegoldfarb @livefyre @jmatthicks @bassnectar Sounds like a pretty good time!

  • HeidiEKMassey

    Me too! Y’all should sign up! It’s with @Crestodina RT @smadana: …attending this Google Analytics webinar-u should 2!

  • Sounds awesome. I’ve got G authorship on my to do list – mine’s been messed up for awhile now. Will there be a recorded version? Sadly, I have to wash @bdorman264 ‘s car on the 21st.

    • @Adam | Customer Experience  There will, but be sure you register or you won’t get a copy.

  • I am excited for this one. @ginidietrich any chance you could have a similar webinar to this one but focus on WordPress?

    • @jennimacdonald  @ginidietrich WordPress webinar – great idea!

      • @aimeelwest  @jennimacdonald Hey @belllindsay ! Jen and Aimee are getting bossy!

  • JoelFortner

    @ginidietrich Oh! Oh! Bzaaaaaaah!

  • rajunarisetti

    +++1 @ShellyKramer: The Lies and Truths of Google Analytics via @ginidietrich

  • rajmalikdc

    @Tinu The Office’s story lines are all over the place. Feels a bit more forced. Hope the lead up to the Finale improves.

    • Tinu

      @rajmalikdc Agreed.

      • rajmalikdc

        @Tinu Also…….just sent you an invite to version 2 of @infusd.

        • Tinu

          @rajmalikdc @infusd yahooooooooooooo!

  • andismit

    @hughforth Thanks Hugh – worth checking out

  • suddenlyjamie

    @crestodina LOL 🙂 I just queued up a tweet of that post and signed up for the webinar. Can’t wait! Have a good one!

    • crestodina

      @suddenlyjamie Thank you, Jamie! I think you might find it useful. It’s more advanced Analytics topics, including Authorship. Super fun!

      • suddenlyjamie

        @crestodina I’m looking fwd to it – esp. re: Authorship. Also have specific question re: something I see a client doing that I think is BAD.

  • That andycrestodina I could learn from him every day! I will try to be there! Registering now…

    • @jeanniecw  andycrestodina If I had any sense, I’d just monitor Andy round the clock…

  • ErikMorsehead

    @JustInTheSouth @ginidietrich won’t be able to participate on the webinar. Is it going to be recorded?

  • AnneReuss

    I would love to be able to access this if there is a transcript provided afterwards?? Koemei could help – but I bet my Chief @jeanniecw takes good notes too!

    • @AnneReuss  @jeanniecw We still haven’t figured out the transcription piece of things, but I”ll make Jeannie take good notes for you!

    • crestodina

      @AnneReuss  I was thinking about you while I made this, Anne! There isn’t a transcript, but I can help you find all of the content by sharing links to a combination of posts. I can also go through this with you in person sometime if that would help!

      • AnneReuss

        @crestodina That would be heavenly, really. We need to get in touch again soon, anyway!

  • giesencreative

    Sounds fantastic! I’ll book myself an early lunch.

  • jj_b

    “@markwschaefer: The Lies and Truths of Google Analytics via @ginidietrich” #tech #SocialMedia

  • Teknocracy_inc

    “@markwschaefer: The Lies and Truths of Google Analytics via @ginidietrich” #tech #SocialMedia

  • Thanks. Booked. RSS is the only reason I found that. Please don’t die, Google Reader!

  • I just registered. Since I finally moved over from to a self-hosted blog, I’m looking forward to the Google Analytics discussion.

    • @dbvickery Well if you’re going, I’m going. Can I sit next to you?

      • @barrettrossie Well, a heckler always likes good company…

  • Tromatastic

    @crestodina @SpinSucks Awesome! Just in time too 🙂 Thanks.

  • crestodina

    Thanks, @barrettrossie. I’m super excited about this one! Analytics webinar on Thurs: …me and @ginidietrich

    • barrettrossie

      I’m excited too @crestodina —Love how u explain things, should b a great Analytics lesson:

  • maryfran

    @crestodina we probably still wont know more than you…

  • jacobvar

    @crestodina Hi Andy, thanks for the update. I’m on the road during that webinar but I’m following you now, so…

  • orbiteers

    @russhenneberry Thanks for RTing!

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