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Shenanigans: Google Analytics Is Not Disabling urchin.js This Summer

There's much ado about nothing.

That's our reaction to a blatant PR ploy that states "urchin.js will be decommissioned sometime this summer." We say again, shenanigans. The "40% of sites using Google Analytics use urchin.js" figure may be true, but the idea that Google will deprecate an "old" version of code is laughable. Seriously, why would Google burden hundreds of thousands of customers by forcing them to change their tracking code?

Upgrading Your Site From urchin.js to ga.js

If you're an Urchin customer, you can migrate your Urchin data to Angelfish Software.

There has been some hullabaloo about how long Google will continue supporting urchin.js, the older version of the Google Analytics tracking code. It was marked as deprecated some timeago, and Google stopped making updates to it to encourage customers to "upgrade" to ga.js.

Web Analysis Tools Don't Do Analysis

"Web Analytics Software" is a misnomer. Web analytics tools don't analyze data. They report metrics.

Reporting vs. Analyzing

At first glance, that distinction may seem trivial. When you consider it, though, there is a world of difference between telling me what happened in the past and telling me what I should do going forward.

If you know what you're looking for, good web analytics tools make that very apparent. Analysis requires intelligence. Reporting tools simply provide calculations.

Google Analytics API

The Google Analytics API is secure, lightweight and flexible. It lays the foundation for the future of web analysis.

The long-awaited Google Analytics API has been released. Developers around the globe are tinkering with it to make programs and applications that can leverage your Google Analytics data in new and profound ways.

So, just what is the API? How does it work? What features are available? Where do we go from here?

Measuring the Influence of Your Marketing


If you're relying on "conversions" to measure your marketing you're not seeing the whole picture.

One of the primary reasons for using Google Analytics is to make decisions about your marketing efforts. After analyzing reports, you should be able to answer the question, "What do I do now?" Do you stop a marketing campaign because it's not working? Do you beef up another one that is surprisingly successful?

Google Analytics: Where to Start?


Uh ... now what??

The code is on your site. You know your data is clean. It's time to start doing something really awesome.

But what do you do now? How do you get started?

Step Back

Determine Which Questions to Answer

Why would you waste your time analyzing reports if you don't know what you're looking for?

Okay, we've all done it at one time or another. That doesn't make it any less nonsensical, though.

Backward Analysis

All reports in a web analysis answer a question. Sometimes the questions they answer are pointless. In fact, often the high level reports right out of the box are useless.

Understanding Web Analysis

Web analytics can be really, really cool. But you have to understand what its limitations are and how to use it.