Measureful Joins Chirpify

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Today I’m excited to announce that Chirpify has acquired Measureful. Combining forces with Chirpify brings together two powerful marketing platforms – one focused on marketing conversion and the other on marketing data insight.

As another local Portland start-up, we’ve been following Chirpify’s progress over the last couple of years and have always been excited about their ability to drive and attribute cross-channel conversions – and of course the customer traction they’ve seen as a result. Combining our existing marketing insight platform with theirs presents a unique opportunity for brands to leverage data to further fuel marketing conversions and retarget based on those specific insights.

We’ll continue to support the Measureful platform as a stand-alone offering and provide the same outstanding customer support for existing and new customers. Furthermore, this gives the Measureful platform unique access to social media conversion data and more resources to integrate additional 3rd party social media data sources.

Finally, a huge thanks to the extended team at Measureful. It’s a great day for all involved and a testament to all the hard work from the team and support from the Portland start-up community.

We’re stoked about this new chapter and look forward to sharing more with you in the coming weeks and months. Stay tuned!

– John (founder & CEO)

New Features: Date ranges, edit PDFs and emails, plus more!

This entry was posted in Updates and tagged on by .

Lots of new updates and features going live this week at Measureful, including new date ranges, custom PDF cover pages, digest email editing and customizable narratives. More on each below.

In case you missed it, here’s last month’s update on new features including category separators, report recipients, and template cloning.

New Report Dates

While Weekly and Monthly reports have long been the standard reporting periods, we’re moving towards fully customizable dates starting with Quarterly and Yearly reports. Due to the depth of our automated analysis and narratives, we’re moving this direction cautiously in order to continually provide the most intelligent and accurate reports.

Screen Shot 2014-04-07 at 3.30.07 PM

PDF Cover Page Editor

Using a combination of Markdown and custom variables, you can now design and create any PDF cover page you like. By default, we use still use a clean cover page design but have left room to add and edit any changes.


Email Editor

Similar to PDF cover page editing, you can now edit Digest Emails. These are the emails that get automatically sent out when a report is complete. Email editing also uses a combination of Markdown and custom variables but includes a unique variable – Headlines. The Headlines variable pulls top findings from the associated report and dynamically inserts them into your recurring email, delivering a rich, branded email experience to your team or clients.

Measureful 2

Edit Comparison Narratives

One of the great things about the Measureful platform is the additional analysis and narratives that are automatically included in every report. Because of the nature of this analysis, it’s hard to allow for a lot of customization here, until now. Now you can build your own narratives and include your preference for year over year headlines or period over period comparisons in the body copy for instance.

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Oh, and last but not least, we’re excited about the biggest (or smallest) new update to the team – Miles!


Happy reporting!



Category Separators, Report Recipients and more…

This entry was posted in Updates on by .

We’ve been working on some exciting features this week. Here’s a quick overview of what just went live –

Report Recipients

You can now add any email to receive both a Digest Email and link to a final PDF report. Report recipients won’t have access to your account but rather receive a rich email highlighting their report content for the period and direct link to download their PDF report.

Measureful 2014-03-13 10-17-05 2014-03-13 10-17-09

Here’s an example Digest Email your clients would see. Only Measureful users will see the “SEE ALL STORIES” link back to the dashboard.


Category Separators

This new feature allows you to add category separators to create blocks of different content in your reports. Name and rearrange them as you like.


Clone Templates

Report templates are one to many, meaning a single template can power hundreds of reports. If you wanted to add profile specific metrics such as custom Google Analytics events and goals, you had to manually build a unique report. Now you can select from an existing template to build your unique report and then add your custom metrics. Time saving bliss.

Measureful-3 2

Lots more to come from our end. Stay tuned.

The Evolution of Google Analytics: A Timeline

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Marketing and web design professionals with less than ten years of experience may take robust, free, analytics software for granted. But the wizened “old-timers” of online know that analytics technology has evolved immensely over a short period of time.

Think about it: Google Analytics (GA), the leader in this space, is less than 10 years old. GA is “younger” than Facebook. When Paul Muret, the engineer behind the first incarnation of GA was writing this important code, Justin Beiber was a newborn infant (my how quickly they grow up.) Let’s take a look back at the evolution of GA from its inception in the late 90s until today.

The Early Days of Analytics

Early 1990s: Two future founders of NetGenesis Corp., one of the earliest analytics software providers, room with Phil Mui during undergraduate studies at MIT. They introduce Mui to the topic of analytics. (In 2001 SPSS Inc., bought NetGenesis for $44.6 million.)

1995: Web Depot is founded in San Diego, providing web development and hosting to businesses.

1998: Paul Muret, Engineer and CEO of Web Depot creates the first version of Urchin, an analytics software.

September 1998: Google launches.

October 2001: Google AdWords launches.

June 2004: AdSense is introduced.

2004: Google first approaches Urchin to discuss an acquisition.

2005: Phil Mui joins Google and chooses analytics as the product he wishes to focus on.

March 2005: Google acquires Urchin and Paul Muret becomes directer of engineering at Google Analytics. Related geeky fact … did you know that the “UTM” code in Google Analytics stands for “Urchin Traffic Manager?”

October 2005: Google Analytics V1 is announced and then quickly shut down due to too much demand.

November 2005: Google releases V1 again, but this time with limited access using an invitation system.  The V1 tagline focuses on accessibility: “Democratize advanced analytics for the masses.”

November 2005 through August 2006: As it adds server capacity, Google sends out batches of invitation codes for new analytics users to sign up.

June 2006: The first GA product update is the addition of AdWords analysis reporting, allowing users to manage AdWords ROI. 

August 2006:  Google announces that GA access is open to all. No more invites or waiting. 

Throughout 2006: The analytics UX team works to change the original Urchin dashboard, which looked very 90s in version one of Google Analytics. (see the screenshot below).


Fig 2: A screenshot from Google Analytics version one in 2005. This dashboard reflects the design of the original Urchin software.

February 2006: Google acquires Adaptive Path and integrates ideas from its Measure Map product into the upcoming GA redesign.

GA Gets More Robust

April 2007: Google releases V2 of analytics. The V2 dashboard is redesigned to reflect the Google brand and looks much like the design interface users are familiar with today. With the V1 release, the GA team saw that the product was perceived as a tool for techies and web geeks and was not as widely adopted by marketers or c-level executives. That’s why the V2 tagline is all about organization-wide adoption, “Moving analytics from the back room to the board room.”

Fig 2: A screenshot from the 2007 version two dashboard redesign.

October 2008: Google releases GA V3, with a focus on making enterprise-level features accessible to everyone. Version three features advanced segmentation, custom reporting, and an external API. These are features that previously required plenty of time and resources to develop and Google wanted to open them to all users.

March 2009: Google launches its Conversion University courses and the Google Analytics Individual Qualification Test. Now users can become GA qualified experts.

April 2009: Google releases an AdSense integration feature, so users can measure content performance and revenue.

April 2009: Google Analytics Data Export API becomes available to all users, which opens the door for organizations and developers to integrate analytics into other platforms.

October 2009: V4 of Google Analytics releases featuring analytics intelligence, an algorithm that detects anomalies in site data and alerts users to those changes.

December 2009: Asynchronous tracking launches, greatly improving the speed and accuracy of tracking website data.  

October 2010: GA rolls out its in-page analytics feature. 

April 2011: GA V5 is released featuring multiple customizable dashboards.

August 2011: Google releases multi-channel funnel tracking capabilities. Now marketers can see a 30-day path to conversion and not just the last click before a purchase.

September 2011:  Google Analytics premium made available to power-users.

September 2011: The real time reports feature launches, so that users can monitor data as campaigns unfold.

October 2011: GA introduces flow visualizations. Now users can see how different types of visitors flow through the site and where users may have dropped-off during the goal completion process. Around the same time, Google begins encrypting search data for all searches signed into a Google account. Marketers begin seeing “keyword not provided” for those searches (collective sigh).


Fig 3. Goal flow visualizations provides crucial insights for users interested in conversion optimization.

March 2012: The client-hosted version of Urchin is discontinued and Urchin users are encourage to migrate to GA. Social reports are rolled-out to show the links between social media, ROI, and engagement.

June 2012: Google Analytics integrates the functionality of the former Website Optimizer tool and rebrands it with GA as Content Experiments. Users can now test website changes within the GA interface.

June 2012: Google Analytics for Mobile Apps releases.

Universal Analytics and Beyond…

October 2012: Universal Analytics is announced. Universal analytics reflects where GA is headed. Its designed to track users across multiple devices using user IDs. Universal will also enable users to track offline behavior and augment customer data with external demographic or other data.

September 2013:  Google search terms encryption to non-signed in Chrome users.

Today: GA releases more than 70 product updates in 2013 alone.  In 2013, GA had the largest market share in the online analytics space. As Universal Analytics begins to roll out to more users, experts predict the adoption rates to increase.

Resources for More Information

To read more about the beginning of GA, check out this awesome post from Attendly about The Real Story on How Google Analytics Got Started.  Here’s a video of Phil Mui describing the history of GA. You can also view Google’s evolution using its interactive timeline  or this infographic on the Digital History of Google from Search Engine Journal.

Image Credits: Fig 1. Source; Fig 2. Source; Fig. 3 Source.

Now Supporting User-Defined Goals and Events

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Today we’re happy to announce support for user-defined Google Analytics Goals and Events. You can now automatically pull in custom metrics such as conversion events, leads, email sign-ups or key pageviews into your Measureful reports.

We provide both comparison and over-time stories. Comparison stories look at multiple goals or events together measured against similar metrics for context. Here are a couple examples of custom comparison stories –

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As with all of our stories or report modules, we include additional analysis in the form of a editable narrative to help better tell the story of your data.

Over-time stories on the other hand look at a single goal or event over a period of time.

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It’s super easy to create these unique stories, simply select the story you want and choose your user-defined metrics.

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We’ll be adding some interesting visualization to go along with the custom tables, headlines and narratives in the coming weeks as well.


Why You Want Sticky Fingers on Your Website

Vinyl records collectorsIn 1971, the Rolling Stones released Sticky Fingers, which would become known as one of their best albums of all times… and one of the most controversial pieces of cover art ever. The front of the cover displayed a close-up of a man’s denim-clad groin, with early vinyl editions featuring a working zipper and a real belt buckle you could actually undo. (It would even be dubbed the greatest album cover all of time by VH1 in 2003.) It was also the first work that the Rolling Stones would release that featured their trademark lips and tongue logo.

Over 40 years later, the lesson from this release holds true for everyone with a website today: be usable, be fun, be yourself, and don’t be afraid to cut through the clutter. And most importantly: be sticky.

Sticky? My website? What?

In the world of website owners, “sticky” is a term that means different things, depending on your business goals. It usually means that people stay on your website, looking at multiple pages and spending quality time with your content before leaving. Sometimes it means that they come over and over again to your site, always eager for the next big thing that you’re talking about or promoting. Whichever way you look at it, “sticky” is a good thing.

How do I know if it’s sticky?

There are two main indicators of whether or not you’re “sticky” enough to be successful. The first one is your bounce rate. Your bounce rate is the percentage of people that leave your website after only looking at one page. One of the greatest minds in all of web analytics, Avinash Kaushik, refers to this phenomenon as “I came, I puked, and I left.” No matter what business you’re in, you want your bounce rate to be as low as possible.


Keep in mind that it makes sense for some businesses to have a high bounce rate. For example, if you’re a breaking news site, people tend to only check the headlines on the first page before leaving, so you might see bounce rates of 50% or higher. However, for most businesses, we recommend at most a 25% bounce rate (preferably less). If you can’t get 1 in 4 people to learn more, you need to update your website copy or your offer.

Whatever website analytics tool you use, whether it’s Measureful or another tool like Google Analytics, bounce rate is always on the main dashboard because it’s so important.


Sample snapshot from Google Analytics: bad bounce rate, low page views per visit, not enough returning visitors


Sample from the Measureful report: good bounce rate, not enough returning visitors (3 out of 33 is not good)

Sticky = multiple touches

You can also determine your website’s stickiness by how many pages people look at when they visit. This metric is also known as “page views per visit.” This is usually an indication of how useful your website is at providing information people want. If you have a good average page views per visit (which is usually 3 or more pages per visit) but low conversions, you need to work on your offer. If you have low average page views per visit (2 or less), you need to work on your content and find out what your audience wants to read that they aren’t getting from you right now.

You can also look at the percentage of returning visitors you have. There’s no industry benchmark, but we recommend at least 30% or higher – you want at least 1 in 3 of your visitors to want to come back, in most cases. Even if you’re a business that deals with one-time or very low-frequency needs (such as a home purchase, wedding planner, estate planning, etc.), these are typically high-consideration items and you should expect several visits prior to purchase.

Sticky = attention

In conclusion, you want to be fascinating, just like in real life. Your website should make people babycomebackwant to get to know you or your business better. They should want to read more about what you do, and keep up with breaking news and new content. Keep your bounce rate low, your pages per visit at 3 or above, and your returning visitors over 30% or you’ll be singing along to a much less successful 70’s song: Baby Come Back.



Custom Google AdWords Reports

This entry was posted in PPC and tagged on by .

Sometimes presenting your AdWords results in a spreadsheet just doesn’t cut it. You worked hard to drive an increase in clicks while lowering your CPA. Yet, it gets glossed over when it’s stuffed in a spreadsheet.

Today we’re excited to announce Google Adwords integration. By simply connecting your AdWords account to Measureful, you can generate pleasing and easy to understand PPC reports that highlight all of your hard work.

Choose various designs and layouts to best present your PPC performance and findings or use one of our existing AdWords Reporting Templates. Add notes and your logo for a truly custom deliverable.

We’ll be adding more AdWord reporting modules and customizations over the next few weeks. You can learn more about our AdWords Reporting here. Let us know what you think!

Drag-and-Drop Custom Report Builder

This entry was posted in Reporting on by .

Building custom reports has always been a time-consuming and costly endeavor. This is especially true if you’re a follower of Stephen Few and Edward Tufte and strive to deliver more than just a spreadsheet. Offering custom reports has traditionally been left to the few that can afford to put a great deal of effort and resources against it.

Today we’re excited to announce an easy way to build custom marketing reports and without all the additional resources and time. Following-up on our new report designs dubbed “Flipboard for data” by VentureBeat, we’ve released a powerful new report designer tool that makes building beautiful marketing reports dead simple.

Using Ducksboard’s Gridster as the underlying foundation, we’ve built a catalog of various stories that can be changed, resized and arranged as you see fit. There are a total of 12 sizes per each story creating an endless combination of report designs and customizations.

1-Column Story Sizes

1 column

2-Column Story Sizes

2 Column

3-Column Story Sizes

3 Column

4-Column Story Sizes

4 Column Arrange and resize the stories to emphasize the narrative of a particular report. We recommending using the smaller 1-column story sizes at the top with your preferred KPIs (key performance indicators) and more detailed stories below.

Preview your individual stories before saving and powering it up with real data.



From this: custom report To this: custom reporting 2

Effectively communicating your efforts is an easy step to skip after all of the data you just collected and aggregated but arguably the most important when you’re looking for that additional marketing budget, quantifying your campaigns or simply informing. Measureful’s new Report Builder tool puts the power of design and customization into every marketer’s hands.

The Ultimate Guide to 57 Ultimate Guides [Online Marketing Edition]

Ultimate guides are the new infographics. They are “everywhere,” and virtually every topic has been covered in exhaustive detail. Here are the top ultimate guides for online marketing, selected by relevancy, time, and popularity (number of backlinks). We’ve also included links to the authors on Twitter, so you can connect with them.

SEO Ultimate Guides

 Content Marketing Ultimate Guides

SEO (Platform Specific) Ultimate Guides

PPC Ultimate Guides

Social Media Ultimate Guides

Google Plus Ultimate Guides

 Facebook Ultimate Guides

Twitter Ultimate Guides

Pinterest Ultimate Guides

Analytics Ultimate Guides

There’s even an Ultimate Guide to Creating Ultimate Guides from Kristi Hines.

Have any ultimate guides to add? Send them on over or post them in the comments.



5 Tips for Testing with Google Content Experiments

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Have you had a chance to use Google Content Experiments to optimize a website? Formerly known as Google Website Optimizer, Content Experiments was introduced in 2012 as a feature within Google Analytics. Content Experiments allows marketers to conduct A/B testing of an original page (A) against a variation (B).

During testing, Google will send a pre-determined percentage of new visitors to the test page and compare metrics for clicks, conversions, time on page, and pages per visit.  If you are new to A/B testing or Content Experiments, then follow these best practices for running successful tests below:

1. Establish a Measurable and Realistic Goal
Content Experiments has four types of goals or visitor behaviors that you can track including: URL destination, visit duration, pages per visit, and events (such as adding something to a cart). Don’t just test alternate web design elements for general usability. Instead, set a measurable and realistic marketing goal and use website testing to reach that goal. Why are you testing? What kinds of results do you hope to achieve? Maybe your goal is to send 10 percent more visitors from the home page to the highest-revenue generating page on your website. Or you could test two different call-to-actions in an effort to increase sales conversions by 3 percent or more. 

2. Keep it Clean
True A/B  testing means experimenting with one variable at a time against your original page. For example, here are three separate variations you can test for in a call-to-action:

  • Changing the language of a call-to-action. For example, “Get Started Today” vs. “Signup Today.”
  • Changing the position of the call-to-action. Testing an upper right hand corner placement vs. a middle of the page placement.
  • Changing the color of the call-to-action. Testing a red button vs. a yellow button.

Each of these individual tests can provide a lift for your marketing results. For accurate test results, keep your experiment clean and limited to one variation at a time. If you test a new color and a new placement for your call-to-action in one experiment, then you will not be able to isolate which change impacted visitor behavior.

3. Set The Right Parameters
If your website is highly trafficked, then running a test for one or two days may give you time to collect a relevant sample size and draw conclusions. However, if your site receives only a few hundred visits per day, then you may want to run your test over the course of a week or longer. Likewise, those sites with fewer visitors should send as much as 75 percent or more of new visits to the test page to help speed up testing. Use this A/B split test calculator from to determine the right timetable for your test.

4. Use Content Experiments to Optimize AdSense Revenue
In September, Google announced Content Experiments integration for AdSense users. If you are a publisher running ads on your web properties, now you can leverage Content Experiments to optimize those ads for the greatest revenue. First link your AdSense and Analytics account, then test ad size or placement variations to determine which ad types  generate the most clicks and ROI for your site. Publishers may appreciate Google’s multi-armed bandit algorithm, which looks at live data and sends more traffic to the winning variation for maximum revenue. Or, publishers can override this option and send a predetermined amount of traffic to each variation. 

5. Take Advantage of the API
In June, Google opened the Content Experiments API to developers, enabling advanced users to pick and choose which testing functionalities they want to include. Using the API allows you to test without redirects, which provides a quicker and more seamless page load experience for visitors. You can also conduct server-side testing or offline testing (great for interactive kiosks). In addition, developers can use A/B or proprietary testing logic in lieu of Google’s multi-armed bandit approach.

What are your tips for testing website variations with Content Experiments? Please share your thoughts in the comments below.