In this week's podcast Andy is joined by Tom Capper, Consultant at Distilled to discuss everything you didn't know about Google Analytics.

Tom discusses some of the hidden quirks in Google Analytics, things that we ought to know but are hidden, including how GA splits up sessions with things like change of date or periods of inactivity, which is logically intuitive and has parallels in the real world, but has some undesirable consequences. How Attribution in GA is very messy, with a lot of non-direct traffic is reported as direct, and vice versa. He also explains how it's easier than ever to fake data in your own account or anybody else’s (even without any kind of access).

He goes on to discuss misleading metrics and explains why he feels that Time On Page is an awful metric, why Bounce Rate can be misleading and how you should consider scroll depth and micro conversions as more reliable ways of measuring engagement.

Finally, Tom provides some of his tips and tricks for using GA including tips for... For information regarding your data privacy, visit acast.com/privacy