Delete Google Analytics - a Crazy Idea you MUST consider
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Presentation from BrightonSEO, April, 2014, by Ammon Johns that caused some buzz, and some thinking. Updated 25 April 2014 with extra slides to give more of the presentation that was spoken and implicit, but not directly written in the original slides.
Transcript of Delete Google Analytics - a Crazy Idea you MUST consider
Delete Google Analytics Here is a Crazy Idea First, a Sanity Check
Yes, Google Analytics has many advantages It is an incredibly easy
option It is the most widely used analytics package It integrates
superbly with AdWords Its FREE! The Easy Option Because: It is easy
to install on-site It is easy to share access to It is easy to
convince clients to use There are free articles helping you use it
better Like IBM, nobody gets fired for suggesting it Some Equally
Sane Counter-Points These factual downsides wont make you swap...
The most common is the most blocked Your data has value you should
not give away Javascript based tracking is the worst Javascript is
especially poor on mobile Prepare for the insane reasons Since I
already know that the sane, rational, factual counter-points never
convince anyone to change it is time for the crazy ideas By crazy,
I mean insanely smart! Google Analytics is Hurting You Using G.A.
is bad for your business GA is easy In business, the easy way is
usually bodging Clients pay you to do good work, not easy Business
value is in doing the hard things well. You make it easy for the
client, not yourself. GA being easy is Googles advantage, not
yours. GA is widely used Widely used is the first to be blocked
Mass market product There is no USP in being/doing the same By
using defaults, you lose having an edge GA is not actually a great
product Log-files are better, but clunky Many other tracking
solutions had better features: Crazy Egg Click Tracks Nedstat /
Digital Analytix Server Mods to write logs to database GA is not
really free Google is buying your data The real cost is an
opportunity cost It costs you a USP opportunity It costs you a
value opportunity It costs you a learning opportunity But deleting
GA is insane! 1. Do I know what Im asking? 2. Do I know what it
costs? 3. Am I totally insane? Yes, No, and what does that matter
as long as Im right? What I am Asking Mostly, I am asking you to
think. Think about USP, about Value Dont use Google Analytics only
because you have never properly evaluated alternatives Think about
what you could do Full data warehousing Smarter information
capturing Sites that can react to data Better data and analytics
Client lock-in through superior stats What will it cost? I dont
know, but neither do you. It will cost time and effort (But not as
much as youd fear) It is a very, very justifiable investment If you
are not willing to invest time and effort in your business, how
long will you have one? Am I insane? No, Im eccentric Thats a term
applied to those of us who may be crazy, but are highly and
enviably successful with it. The thing is, the idea is not insane.
It is one of those big ideas that is scary because it involves
stepping off the well trodden path and being creative and
innovative. The USP The minute I told anyone what my presentation
was about - asking them to delete Google Analytics - they had to
know why. They were hooked, instantly, by curiosity. That could be
you talking at your next client pitch Alone, it wont sell you, but
I guarantee that they will listen to every word you say and not
forget you. If the rest of your pitch is good, this one decision
will get it heard and remembered. Think about this fundamentally:
You tell clients that data and analytics are important Yet you
yourself follow everyone else, without thought. You dont bother to
differentiate on this most important aspect. You use the exact same
system as the worst offshore company of clueless wannabes out
there. WTF? There are hundreds of alternatives There are paid
alternatives for those who really believe data is fundamentally
important - enough to consider investing in. And there are free
alternatives for those who let cost decide and define what
analytics solution is best. Tell us alternatives! Tell us what to
use! Look, you've got it all wrong! You don't need to follow
anybody! You've got to think for yourselves! Im not going to tell
you what to use Im pointing out two absolutely unquestionable facts
1. There are better alternatives. That GA is not the best is
unquestioned. 2. You should be aware of them You should be
continually keeping up to date on what solutions there are and
deciding to use GA on a case by case basis because it is the right
solution not by default. GIGO - analytics needs thought How are you
tracking people without cookies? How are you tracking cross-device
usage? How are you tracking repeat customers? How are you tracking
referrals? There are many questions you need to be asking and by
accepting Googles definition of analytics you fail to find or
devise your own definitions. Flaws in Analytics Need Thought
Tracking visits is simply tracking hits on pages You should be
tracking, measuring and managing things relating to engagement.
This part is where javascript excels - adding depth of data Track
who scrolled your page past X point Track who had your page have
tab focus for 60 seconds Any package is a definition Any solution
is someone elses definition and answer. No package that you install
and accept without thought is good. The point is to think about
data, how it is collected, how to get more or better data. Making
your own, even out of other solutions with tweaks, gets you
thinking, and improves your results Reasons to Delete GA You can
have a much better solution You can unleash your creativity You can
have a USP with client lock-in You can help remind Google whos boss
You can have a better, stronger business Thanks for Listening Lets
discuss it! Questions and Comments Please Ammon Johns, Internet
Marketing Consultant Twitter: @Ammon_Johns Web: www.ammonjohns.com