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.

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113 responses to “The Lies and Truths of Google Analytics”

  1. belllindsay says:

    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.

  2. HowieG says:

    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?

  3. HowieG says:

    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.

  4. samfiorella says:

    @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.

  5. Listening_More says:

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

  6. 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

  7. KenMueller says:

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

  8. allenmireles says:

    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!

  9. Wouldn’t miss this one.

  10. Justjeffpls says:

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

  11. mikeylis says:

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

  12. John_Trader1 says:

    Um, this is awesome Gini. Thank you.

  13. 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.

  14. NateStPierre says:

    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!

  15. crestodina says:

    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…

  16. bdorman264 says:

    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……….

  17. stevenmcoyle says:

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

  18. Joseph Gier says:

    sometimes in social media camp…

  19. TonyBennett says:

    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…

  20. Heidi Ketroser Massey says:

    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.

  21. Mana Ionescu says:

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

  22. lauraclick says:

    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! 🙂

    • ginidietrich says:

      @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.

  23. The_SwedishFish says:

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

  24. HeidiEKMassey says:

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

  25. 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.

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

  27. JoelFortner says:

    @ginidietrich Oh! Oh! Bzaaaaaaah!

  28. rajunarisetti says:

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

  29. rajmalikdc says:

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

  30. andismit says:

    @hughforth Thanks Hugh – worth checking out

  31. suddenlyjamie says:

    @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 says:

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

      • suddenlyjamie says:

        @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.

  32. jeanniecw says:

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

  33. ErikMorsehead says:

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

  34. AnneReuss says:

    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!

    • ginidietrich says:

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

    • crestodina says:

      @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!

  35. giesencreative says:

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

  36. jj_b says:

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

  37. Teknocracy_inc says:

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

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

  39. dbvickery says:

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

  40. Tromatastic says:

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

  41. crestodina says:

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

  42. maryfran says:

    @crestodina we probably still wont know more than you…

  43. jacobvar says:

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

  44. orbiteers says:

    @russhenneberry Thanks for RTing!

  45. […] people to register. When we did the Google analytics webinar I mentioned above, I wrote a blog post about what *I* learned_kmq.push(["trackClickOnOutboundLink","link_5188e99186349","Article link clicked",{"Title":"blog […]

  46. […] people to register. When we did the Google analytics webinar I mentioned above, I wrote a blog post about what *I* learned_kmq.push(["trackClickOnOutboundLink","link_518975c513b6d","Article link clicked",{"Title":"blog […]

  47. […] motivates people to register. When we did the Google analytics webinar I mentioned above, I wrote a blog post about what *I* learned by watching it ahead of time and why I was excited to share it with our […]

  48. […] people to register. When we did the Google analytics webinar I mentioned above, I wrote a blog post about what *I* learned by watching it ahead of time and why I was excited to share it with our […]

  49. […] motivates people to register. When we did the Google analytics webinar I mentioned above, I wrote a blog post about what *I* learned by watching it ahead of time and why I was excited to share it with our […]

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