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Data granularity enhancements in Google Analytics to better understand visitor behaviour

Author

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  • Piccigallo, Fabio

Abstract

In recent years, Google Analytics has become the most important data analytics tool of the trade for marketing managers, e-commerce specialists, search engine optimisation consultants and webmasters worldwide. For the marketing analyst, however, the tool also has clear limitations, as it is impossible to obtain direct access to its database, which contains the data gathered to provide the reports with which everyone is familiar. Nonetheless, it is possible to increase the granularity of the data using a few lines of JavaScript code. This code is used to replicate part of the logic of the Google Analytics database and to access the underlying data needed to generate more elaborate statistics and, thus, acquire crucial information on the purchasing behaviours and habits of customers and users online.

Suggested Citation

  • Piccigallo, Fabio, 2017. "Data granularity enhancements in Google Analytics to better understand visitor behaviour," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 3(4), pages 324-338, November.
    • Handle: RePEc:aza:ama000:y:2017:v:3:i:4:p:324-338
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    More about this item

    Keywords

    Google Analytics; customer database analytics; visitor behaviour; data integration; distribution analysis;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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