Habits for data-driven marketers | Tips from Experts at Measurecamp

What is the #1 skill to build as a data-driven marketer?

We had the chance to attend Measurecamp in London, which is also known as the ‘World’s best analytics unconference”. We asked 5 experts for their opinion on what skill or habit you should build as a data-driven marketer in 2017.

Experts seen in the video:

– 00:57 Peter O’Neill (Founder of Measurecamp) https://measurecamp.org/
– 01:43 Jonathon Hibbitt (Web Analyst at Site Visibility) https://twitter.com/jonhibbitt
– 02:05 Krista Seiden (Analytics Advocate at Google) https://analytics.google.com/analytics/academy/
– 02:25 Phil Pearce (Freelance PPC/SEO/Web Analyst) https://twitter.com/philpearce
– 03:25 Simo Ahava (Senior Data Advocate at Reaktor) https://www.simoahava.com/
-04:12 Jono Alderson (Principal Consultant at Distilled) https://www.jonoalderson.com/


👉 Helpful Links
Google Tag Manager Fundamentals:
Google Analytics Demo Account: https://support.google.com/analytics/answer/6367342?hl=en
More Google Tag Manager Tutorials: http://bit.ly/2pucVyY

👉 More from Measureschool

Correct Google Analytics Setup Course: https://measureschool.com/products/google-analytics-course/
GTM Resource Guide: http://measureschool.com/guide
Free GTM Beginner course: https://measureschool.com/emailcourse
Courses: http://measureschool.com/products

🚀Looking to kick-start your data journey? Hire us: https://measureschool.com/services/

📚 Recommended Measure Books: https://kit.com/Measureschool/recommended-measure-books

📷 Gear we used to produce this video: https://kit.com/Measureschool/measureschool-youtube-gear


FACEBOOK: http://www.facebook.com/measureschool
TWITTER: http://www.twitter.com/measureschool


How to Make Money selling Analytics Services

You know GA, GTM and more Analytics? Turn your investment into skills profitable and start making money. How? In this video I’m going to show you 5 services you could be offering with your analytics skill set. They are..

Analysis and Reporting


🎓 Learn more from Measureschool: http://measureschool.com/products

🚀Looking to kick-start your data journey? Hire us: https://measureschool.com/services/

📚 Recommended Measure Books: https://kit.com/Measureschool/recommended-measure-books

📷 Gear we used to produce this video: https://kit.com/Measureschool/measureschool-youtube-gear

Facebook: http://www.facebook.com/measureschool
Twitter: http://www.twitter.com/measureschool
LinkedIn: https://www.linkedin.com/company/measureschool

Now I’ve been a freelancer selling analytic services for a while. And today I want to give you my tips on what to sell and how to make money with your analytic skills. All and more come up. Hey there welcome back to another video of measureschool.com. Teaching you the data-driven way of
digital marketing. My name is Julian, and, on this channel, we do marketing
tech reviews tutorials and tips on tricks video just like this one. So, if you
haven’t yet, consider subscribing to the channel and click that down notification
icon so you will stay up to date with all that we do here on this channel. Now
today I want to talk with you about selling analytics services. I have been a
freelancer offering my services to various clients in various fields over the
last few years and have learned a lot at what you can be selling from your
skill set as a digital analyst or a digital marketer that knows a lot about
analytics. And I must say it’s a very rewarding field because there are not many
people out there specializing in this kind of digital marketing field. You can
see a lot of types of website type of data that comes across your desk and the
clients are less price sensitive I would say if you get the right client to
sell this analytics services. But what do you offer in an analytics consultation
or in an analytic service? So I want to show you here my five products that I
would sell as a digital analyst. First up audits. Now audits are really the
first thing that I do to get it feel for the client but also for the state of
the analytics implementations. And you can sell as a single product to the client as a service because the audit can bring a lot of benefit to an organization. it ensures data
quality and gives them some direction on how to improve the analytics
implementation in terms of gathering maybe more data, enhancing their existing
data quality, and obviously avoiding detrimental mistakes that they have in
their implementation. So, you start out with a thorough check of the Google Analytics or the implementation of the Google Tag Manager if your own checklist available that you go through in order to make sure that all this is set up correctly. And then you would give your client a report that outlines all the findings and the suggestions that you might have.

So, this is a product that you can sell your analytic skills on. It’s also creative because not every business is the same and you need to customize and suggest customizations to your client so there is a lot of possibility to show your client that you know all about Google Analytics but also suggest the right implementations, the right customizations to make their analytics implementation better. Building on that we have implementations. Now once you have made these suggestions, obviously the team your client could go out and implement them themselves but most of the times they want to have an expert on this case and you can up sell them to an implementation. Now implementations everything from installing button click tracking to certain goals or making sure the analytics is set up correctly. But here you would go in and change things around in their tracking setup. This has become
increasingly easier with the help of Google Tag Manager obviously because we
can do a lot of this stuff by ourselves now as visual analyst. But sometimes
you also need to be able to write a specification for a developer and help him
out to implement the right data layer for example. so, there’s a lot of
communication already going on between you and the clients but then also between
the different of departments that need that data to have the right
requirements, the right implementation, and making sure the data is correctly
in your system. Now the next point is analysis and reporting. Now a lot of
people think that we as digital analysts or digital marketers specializing in
analytics only do analysis work or reporting work but it’s just one part of the
whole analytics process. Obviously, you can log in to a Google Analytics
account and start digging through the data, but you need a lot of knowledge
about the business, about its actual functioning, and where the biggest
leverage points are. So, the inside generating machine of a digital analyst is
a big myth here. There’s a lot more to it to help the business to make
impactful changes. So, the skill of an analyst really starts with the
preparation of analysis project, what does the business actually want to
achieve with such a project, where can you find that data, is the data
qualitatively good, and can you produce the outcomes that the business would
expect. Now in most cases a lot of people think that they can just analyze a
little bit of data and then come up with a certain change on the website that will make a big impact. But it’s not always that easy because you also need to have the standing inside of the company to be able to move people forward and help them make a decision or help them change their behavior. And therefore, analysis project that lead to a certain outcome sometimes hard to accomplish within a company. so, a lot of people resort back to the reporting so building dashboards for a company which can be super helpful if the client knows what to do with that data and if he can drive the behavioral change forward in his company. Now setup of the dashboard is something we are involved with as well. But we always want to make sure that the data is relevant to the client. We can optimize that process as well but ultimately, he needs to work with that data and make changes happen in his company or in his organization. We always need to be upfront with that. We don’t want to be pushed into the direction of a data monkey who just pulls out data from Google Analytics and sends it to the client. Then the client will ask himself at some point why do I actually pay this person I could automize this whole process. So making sure you understand what you’re going into in an analysis project or a reporting project. That said I think that an analysis project in itself is most of the times not what you are doing. You would spend a package with all these three components of audit, to the implementation, and then a little bit of analysis to actually get insights to show what you can do with the data. And then help the client to take it from there to generate his own habits, his own processes to bring more insights, more change to the company with the data. Which brings me through a fourth point which is training. Now this is obviously what I do here on this channel but I also do it for clients and companies out there. Helping them to understand the data better than they have in systems to make sure that they can utilize that data and build the processes the habits to actually make a data-driven organization work. Data isn’t easy and it’s very customizable, it’s very individual to the business so investing into training is something that a company should do in the long-term. Just because outside freelancers will never have the standing in the company itself to lobby for change inside of the company with the data that I have available and the insights that I have available. So, training an in-house person long term is always an important objective to have in mind when developing people inside of the company. And therefore, training is something that’s very rewarding to me at least because the impact that you can make is long-term inside of the company. And our fifth point is obviously the action. So, all the automation that you could do or the optimizations that you could do with the data. So, I have some clients that want to set up automation with the data that they have available in their systems build new audiences for example in Facebook and generally, optimize their campaigns with their data-driven approach. Now one optimization a lot of people think about is A/B testing. Now A/B testing really encapsulate all these different components that we talked about before if you have to write an analytics implementation you can do the correct analysis the correct research to come up with a good A/B test. and then test these hypotheses, make the change on your website so you can then again start at the beginning from the defining, to measurement, to analysis and then testing as well again, so this is a full circle analytics implementation or analytics process which obviously is also a product that I could offer. But it gets really really complicated in most of the cases you would need to have a team to actually set that up correctly and make a big impact on your company. A/B testing sounds easy from the tools that we have available nowadays but to build an impactful change and an impactful optimization for a long-term is really something that should be left up to professionals and invested in the right time and the right place. Alright so there you have it. These are my five products that I would think of selling as a digital analyst if you want to turn your analytic skills into money. But I know that there are many consultants and freelancers out there that may use different techniques different services that they offer that work maybe well. I’d love for you to share them in the comments below as well. And if you haven’t yet then please consider subscribing to our channel right over there because we’re bring you new videos just like this one every week. Now my name is Julian. Till next time.



How to use YouTube Analytics to rank higher w/ Nico from Morningfame

How can you use data from YouTube Analytics to rank higher in Search Results? In this video I’m talking with Nico from Morningfame how he uses the data YouTube provides to help other YouTubers improve their search rankings. His tool does a great job of conveying the right data to take action on your next video and rank higher in YT search results.

Morningfame YT Channel: https://youtube.com/morningfame
Video on similarities between Google and YouTube SEO: https://youtu.be/HCV0szW7PZ0
Screenshot of Email: http://take.ms/hUqPZ
Morningfame Website: https://morningfa.me/invite/dgjzza8s


🎓 Learn more from Measureschool: http://measureschool.com/products

🚀Looking to kick-start your data journey? Hire us: https://measureschool.com/services/

📚 Recommended Measure Books: https://kit.com/Measureschool/recommended-measure-books

📷 Gear we used to produce this video: https://kit.com/Measureschool/measureschool-youtube-gear

🚀Looking to kick-start your data journey? Hire us: https://measureschool.com/services/

Facebook: http://www.facebook.com/measureschool
Twitter: http://www.twitter.com/measureschool
LinkedIn: https://www.linkedin.com/company/measureschool

– In this video, I’m talking to Nico from morningfa.me about YouTube analytics and how we can improve our channels, and our videos to rank them higher on YouTube. All the more coming up. Hey there, welcome back to another video of measureschool.com teaching you the data-driven way of digital marketing. My name is Julian, and today I’m joined by Nico from morningfa.me, the tool Morningfame, which is a new YouTube analytics tool that helps us creators here on YouTube to rank our YouTube videos higher and help us to improve our overall performance of our channels so we can have a greater impact on our viewers, just like you. So welcome, Nico.

– Hi, it’s a pleasure to be here. Actually I’m also a total data nerd, I could say, and seeing your channel is like a delight.

– Thank you, and it’s really great because to have you here, one, I reached actually out because I bought a tool just a few weeks ago, and I saw how well you have actually put the data together, and maybe we can talk a little about first how does YouTube actually rank videos and what do you think are the basic metrics that a creator, just like myself, need to look at when we want to a rank video higher on YouTube search results.

– Absolutely, I mean YouTube, you can say, it’s a little bit simpler than Google, I would say. Comparatively. And there are few important metrics YouTube looks at, and one metric that is the most important one according to a study done by Matt Gillen, you can put a link into the description if you want. Very interesting is how many people are let to the video from outside onto YouTube. So YouTube wants a lot of audience on the site, so if your channel is doing so, like for example, you send some emails out when you publish a new video, and people go into YouTube. This is a very important metric for YouTube to know all right, this is a good video, I will promote it even more in all the different means that YouTube has, by the way, it’s not only YouTube search, like Google search, but also suggested videos, you know those videos at the side alongside a video you are just watching, and all other, like the home screen and so on, so proof that YouTube has a lot of ways to promote your videos, and leading more new viewers to the platform is one important part. The second most important part is watch time. Watch time means: similar we talked about that on my channel right, it’s similar to how long people stay on your website. So in this case, it’s about the video how long you people watch the video. It’s quite common that they are bored watching a video in the middle, because they got bored or something. You know, the video is not that great, and they don’t watch it ’til the end, and YouTube measures that first and foremost to find out that the people are really, really enjoying the video. So something like you would argue maybe some fluff and comments, and subscriptions, all that stuff that people can engage with your video, they are actually not so important so, it’s more watch time. So people should really watch to the end.

– That’s very interesting, I mean, Google and YouTube is a property of Google right, it’s not our own website and we can’t do anything to improve watch time in the sense that, well we can improve watch time by having a better video, but the data itself is provided by Google. We can see that in our YouTube analytics, and then act accordingly and try to improve that. Now, this is also a metric that is not easily gained, right? I can’t,

– Absolutely.

– Buy links, like on Google and try to gain my search results through that. So that’s very, very interesting. So how much data does YouTube actually give you in that regard in the YouTube analytics. Are you satisfied with what you can see there?

– Yeah, actually it’s still overwhelming if you look at YouTube analytics at first. I mean you guys know there’s probably from Google analytics as well, that’s certainly overwhelming but still it’s quite condensed to just a few things that are really, really valuable. The watch time is very well thought out. YouTube analytics where you can see where people stop watching the video so you can go to this position in the video, and look at what were you talking about that in this video at that point. Maybe that was boring and you should cut out a scene in the future where you don’t do an excerpt that is not interesting to your viewers. Anyway, this is very interesting to see, and also of course, traffic sources. This is very valuable because you can see there where people are coming from, and from Google analytics, you know, that is Facebook and all the other websites where people are coming from, but also on YouTube you can see all the internal traffic sources. So the ways YouTube can promote your video, and that is YouTube search, you can even see there which search terms they used in order to find your video. Such as the video, you can see which other videos brought you those views to your video, and yeah the all the other places, like the home screen, which people see first when they log into YouTube or open the YouTube app.

– Okay, so that’s very interesting now as a creator, as myself, I bought a tool from your company, Morningfame, and also going to link up the YouTube channel down below, with Morningfame, I saw that you run additional analysis on the data set that you have available through YouTube API, right,

– Yeah.

– So what is actually the data that you bring into your tool.

– Yeah, true, if you look at YouTube analytics in raw of what YouTube is providing to you, usually what you first look at it is of course views, right? And you can do much more with this data to understand what really resonates with your audience. You have to understand, I mean same for web pages of course, right?

– Yeah.

– You want to provide some content that your viewers, your visitors, are really enjoying. And on YouTube that is not only each individual video, but a more broad apperrong, petong, that means in particular, the video topic. And for example, I do a channel where I talk about YouTube SEO, and what I found out is of course that when I talk about the YouTube algorithm, then people are really enjoying that. All my videos about the YouTube algorithm, they are really work, doing great. So I’m of course doing more videos about the algorithms, explain how it works internally. And maybe some nuggets where I explain how to improve your own videos to better get promoted by YouTube. So extracting which video topics works well with your audience. What my audience enjoys watching. That is really valuable and you usually don’t see that by just looking at the views. You also have to take into the account, do they watch those videos to the end? Do they engage by giving thumbs up and commenting? Because that’s of course the tip of the iceberg, not all people will write a comment, but if they do, that’s really a sign that they really enjoyed the video, right? So taking all that into consideration, you can further analyze which video topics work well with your audience and do more of those. And that actually, I built into the software, looking at all the different metrics at the same time to see which topics were effective.

– Maybe can you tell us a little bit more about what your tool, how you get people to get that point of actually taking action. What do you do in the tool, giving them different visualizations, giving them different tips, how did you think about this when you thought about, because on this channel we also tell people about the data that they can gather, but then they also need to take the next step of implementing this, taking action upon the data, changing something in their business so, how did you think about this when you built your tool.

– Yeah, absolutely. I mean besides choosing the proper video topic to do more of, there’s also one interesting part, you know, you don’t have that too much on websites, but on YouTube, the thumbnail, the picture you see before you watch the video, this one is really important. You can compare that to a magazine cover, right? You’re buying the magazine because at the grocery store, you see the magazine cover and it’s looking nice, so you buy it. And the same is for the thumbnail for the video, and improving this thumbnail, to make it really intriguing that the viewers click on this video, is really important. First of all, because people are then more intrigued to watch the video, and second of course, because the YouTube algorithm also tracks the click-through rate. We don’t have, unfortunately, access to this information, but anyway, it is important for the YouTube SEO. And the thumbnail, is very crucial to this process, because if your thumbnail can stick out between all the other videos that the viewer sees for example, on the YouTube search result page, then they will rather click your video instead of the other videos.

– [Julian] Right.

– So, I built a neat report where you can see for your video that you just published, 24 hours after you publish a new video, you see five other thumbnails of videos that rank alongside your video, along with your own thumbnail, and you can compare. Does your thumbnail stick out? Is it visually more attractive than other thumbnails, because if you can achieve that, yeah, then you win the click instead of the other videos. And improving that will boost your overall success of your video.

– Absolutely. But yeah, that’s really, really interesting. I think that what we can do for this video, is maybe, I will publish this video, and then 24 hours or 48 hours later, I will get an email from your tool, telling me what I’ve done well on this video, and maybe I can link up a screenshot down below so people can see what data is actually on this report, and you can learn from this, maybe even from your Google analytics reports, or what you tell your client, because this is what really matters for us YouTubers to take the next action to improve our channel. And maybe that will give you ideas later on for your analytics and how you display and visualize data later on as well.

– Absolutely, and I think one big issue you usually have into conveying whether you did a good job or not, right? Is whether the new videos you published on a channel are getting better and better; more successful, more successful. And that is one interesting effect. In the long run, your video may accumulate thousands of views, and that is of course a success, but you want to know your results immediately. And that is also the reason why Morningfame sends you 24 hours after you publish a new video. This report that you will be linking up, because then you can see how the views of that video grew. And it’s quite interesting to see. I’m studying this view increase in the first 24 hours for countless channels, and it’s usually the case that you can already tell after 24 hours that if this video will be a big success or not.

– Yeah.

– And so, this is a good way to measure whether you are improving over time. And also something you can show to your boss.

– But I don’t have a boss, but, that’s great to hear. I think that in the end we can really learn from what the tool, even if you’re not a YouTuber, you can learn from how Nico has built these visualizations, how he has packed information into a short email that was really actionable to me, and that’s why we got talking. Because I was like, wow, this is a great report for me, and maybe you can build a report for the stuff that you are doing for your website or for your business that you are doing analytics. All right, great information. Thank you, Nico, for this valuable insight. Where can people find more out about you, and find your channel and so on.

– Absolutely, you can go to my main website that is morningfa.me. Morning F-A dot M-E. Quite complicated, but anyway, you’ll find the link in the description or check out my channel called Morningfame, where I talk about YouTube SEO quite a lot, and you can learn a little bit more about how to optimize your videos.

– We also did a video for your channel, so I’m gonna also link that up right here so you can head over what I have said on his channel, because we were talking a little bit about what are the similarities between website SEO, and YouTube SEO, and how we could maybe transfer the learning over. So if you’re interested in that, check out that video as well. All right, now you heard Nico, if you have anymore questions, and if you want to give Google a good signal to rank us higher, tell YouTube to rank us higher, then leave the comment down below, and if you haven’t yet, consider subscribing to this channel because we’re bringing new videos every week. Now my name is Julian, ’til next time.

– Cheers.


Facebook Analytics vs. Google Analytics – Which is better?

Facebook Analytics has been introduced to give new insights on the data that is collected via the Facebook Pixel. Is it better than Google Analytics? What are the differences or similarities between the tools? Let’s find out….

🔗 Links mentioned in the video:
Facebook Analytics: https://analytics.facebook.com
Google Analytics: https://analytics.google.com


🎓 Learn more from Measureschool: http://measureschool.com/products

🚀Looking to kick-start your data journey? Hire us: https://measureschool.com/services/

📚 Recommended Measure Books: https://kit.com/Measureschool/recommended-measure-books

📷 Gear we used to produce this video: https://kit.com/Measureschool/measureschool-youtube-gear

Facebook: http://www.facebook.com/measureschool
Twitter: http://www.twitter.com/measureschool

In this video we’re gonna find out what is better Google Analytics or Facebook Analytics. All and more coming up.

Hey there welcome back to another video of measureschool.com teaching you the data driven way of digital marketing. My name is Julian and today we want to take a look at the differences between Google Analytics and Facebook Analytics.

Now this has been a really interesting question. I’ve seen this picture on Facebook, where somebody typed in Google Analytics and we see that Facebook Analytics actually puts AdWords advertising on top of the search results here. How funny is that? And they say here it says here, measure people, not cookies, Facebook Analytics, facebook.com. So, today I wanted to take the opportunity to actually look at Facebook Analytics and Google Analytics and maybe the potential on how it changes the game in terms of what analytics tools you would be using in future on your website and your app. So, lets do a little comparison of Facebook Analytics against Google Analytics.

So first up let’s talk about the history of the tools. Now Facebook Analytics is pretty new. It just came out in 2017, broadly to the public and is now available to all the advertiser of Facebook Analytics. Now this is a pretty much new tool to us and the data basis is revolutionary and different to Google Analytics. Now let’s consider the history of Google Analytics, a much older tool here. And that also plays into maybe some of the disadvantages here but also the advantages, because Google Analytics actually was different company before it was bought by Google. It was a company called Urchin. And in 2005, Google saw the potential of all these analytics tool out there and bought this tool for their own advertisers that were doing AdWords at the time. The rationale behind it was really that AdWords advertisers couldn’t measure the complete customer journey. They were only able to see how much they spent on an advertising that had made them money. But maybe not what was actually happening on the website itself. So, they thought about a solution on how they could help advertisers out to spend more money on AdWords. And that’s when they came up with the idea to buy a tool like Urchin and integrate it into Google Analytics or the suite of Google Analytics. So advertisers could actually make more money with AdWords. And they made it all free, I mean, the software, Urchin itself cost at some point 20,000 dollars per month.

Now Google Analytics premium actually cost that same amount now, but you can see that the power, the raw power of Google Analytics at that point was pretty substantial and they brought out this tool for free. So, you would be able to use it on your website. And it grew really fast because for that money, free you couldn’t get a solution out there. So a lot of website owners actually put this on their website and started tracking. Nowadays, Google Analytics is the defacto standard when it comes to web tracking because we can, first of all look at our data and compare it to other sites, so how many page use has it, how many users do you have per month, for example. But that actually comes with a clear model that Google Analytics gave us. So this model actually evolved from website tracking and it 2005 websites looked a lot different than what the web looks like today. So you would have a model that actually is centered around paid use, centered around cookies, that’s what they say in the ad and not around maybe users which Facebook is really good at.So, just remember that Google Analytics is a much older tool. Facebook is much newer. So the technology is evolved different and they come from different times of the internet history so to say. So we need to take that into account when we look at these two different tools.

Now that leads us to the next part here, which are the two tracking mechanisms. Now I already mentioned that Google Analytics is heavily relying on cookies. What does that mean? That’s the mechanism Google Analytics is built upon. So, the sessions, the page use and the users are all calculated through this cookie mechanism that is actually placed on the browser of the users to re-identify the user. Now you already can think of many different instances where this falls apart. If you, for example, come back through mobile device, you would have a different browser, a different cookie stored on your computer and you would be essentially a different user that is actually identified by Google Analytics.

Now Facebook Analytics is completely different from that, because Facebook actually knows exactly which user has been identified on there platform. So, if I click on and advertising on Facebook, it actually knows which user goes to the website. And if I click on the advertising again on my mobile device again Facebook knows exactly who I am. So, the paradigm shifts here from cookies to actually users because Facebook actually exactly knows who I am and then can track throughout my user session. So that gives them a bit more better data. So if you look into the audio demographics for example, in Facebook Analytics, you can see that there is much more data there that is interesting for us because we know that they are real user profiles that Facebook Analytics actually has in their database that they can provide us now as an advertiser or as an analytics user.

Now let’s talk about the popularity or the reach of the tools that the tools have. I think that Google Analytics is still the most widely used web tracking tool out there. There are a few competitors. I think of Yandex Metrica, which has also a very robust system behind it and give you all the data that you need. But people are just very locked-in to Google Analytics because they don’t want to change their tracking system. Maybe they don’t want to re-tag their website and it has been running for years. You know that Google Analytics is not retroactive, so you can’t be pulling in historical data into the tool. So they just keep it running, most of the website owners keep it running because they have a history of data. And if they would turn that off all that data would not exist anymore. So there’s a strong lock-in effect in terms of using Google Analytics.

Now Facebook Analytics actually has another tool that we install. Pretty much everybody, as Facebook Ads got more and more popular, you install the Facebook pixel on your website and the Facebook pixel actually provided ours with conversion tracking data. Now it’s more retargeting data and suddenly we have this whole database of Facebook Analytics available to us. So the popularity will grow as Facebook Ads grows to be the defacto one of the websites that you can buy advertising on. And Google has that obviously as well, but Facebook Analytics becomes more popular because you just have it installed already. That said, will you change over your defacto analytics tool from Google Analytics to Facebook Analytics? That’s the question. I haven’t yet seen people discuss their Facebook Analytics metrics, rather their Google Analytics metrics. So if you see somebody who is selling a website, you might as well look into their Google Analytics rather than their Facebook Analytics. It is interesting to see whether this will change over time. But for now, Google Analytics remains the dominant tool in the analytics market when it comes to website tracking.

Now let’s talk a little bit about functionality and versatility of the tools. Obviously, Google Analytics is a tool that has been developed over the years and has a lot of functionality that Facebook Analytics just doesn’t have. So if you think about the base checking, yes, you can see page use, which Facebook Analytics and Google Analytics. You can see sessions and so on. But Google Analytics has a much broader spectrum of customizations that you can make through to it. When I think about enhanced e-commerce checking, custom dimensions, user ID tracking, calculated metrics, custom metrics and so on, that’s all a very customized version of Google Analytics. And you can customize Google Analytics to the business model here. With Facebook Analytics it gives you the basics, but it doesn’t let you expand a lot of that. Now, Facebook Analytics has opened up their Facebook pixel and it has opened up over the years so you can send custom data in. But in Facebook Analytics it’s really hard to still see that data, to pull it out of the interface and actually make sense of that data. They are now doing auto tracking, so they are picking up all that meta information that you might have on the page. But they’re not really exposing that in the interface per se and giving you smart insights on that. So it’s still in the basic raw form of tracking data. I think that there will be more features introduced and maybe these features will be different from what we see in Google Analytics. But for now, Google Analytics has still many more customization features then Facebook Analytics.

So in the end, what is my conclusion? What tool is actually better? If I look at Facebook Analytics, I think that it’s really interesting that the shift really happens in the underlying tracking mechanism on how Facebook Analytics is able to track people and maybe give us more insights in terms of maybe attribution, but also demographic data and then lifetime of the user, going through the system and maybe looking at different websites. They play to their advantage a little bit of that already in there demographics data or in their funnel analysis. But it’s not too apparent yet why Facebook Analytics is the next analytics tool that we should be using. We see over the next coming months, over the next years how Facebook Analytics evolves and maybe it will become the defacto tool because it just has a better tracking basis of what we can do with our analytics data. But as you know, Google Analytics is much more than just a tool. We have so much more data available outside of Google Analytics and they are connecting so much more to it. So we have Google Tag Manager, we have Data Studio, we have Google Optimize so all these different tools really feed into the whole ecosystem that Google has built with their analytics suite. And maybe that will keep us locked-in to the analytics suite. For now, I don’t see why you shouldn’t be using two tools at the same time. It just gives you a different tracking and different database at the end. For most of my data, I actually still use Google Analytics to do quick analysis. I just know the interface better, but also I trust the data more because I know how it actually pulls in. And Facebook Analytics, it’s still a black hole. Their documentation is not yet there where you really know how to manipulate any kind of customization that you can do in the tool. And maybe they will never reveal this because right now Facebook Analytics is a tool that you add on to you advertising to get more insights from it. It’s not really something that you would use as a stand alone tool to analyze your website. But as I said, maybe I’m a very particular case.

And I’d love to hear from you if you are using Facebook Analytics over Google Analytics then please let me know in the comments below. I’d be really interesting to hear if you’re using Facebook or Google Analytics as your main tool. And if you like this video then please, give us a thumbs up and also subscribe to our channel right over there because we will bring you new videos just like this one, every week. Now my name is Julian, till next time