Author Archives: John Koenig

Measureful Joins Chirpify

This entry was posted in Uncategorized on by .

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.

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Lots more to come from our end. Stay tuned.

Now Supporting User-Defined Goals and Events

This entry was posted in Reporting and tagged , on by .

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.


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.



The New Measureful – “Flipboard for Analytics”

This entry was posted in Measureful on by .

Truly informative reports are more than just an aggregation of data; they tell a story, providing clear direction and insights based on that data. But everyone’s story is different and a standardized approach feels, well, standard.

Until now, standard or template reports were the only way to streamline the reporting process and at the cost of providing real prescriptive value to clients. Today we’re excited to announce the new Measureful that can deliver unique marketing reports that automatically find and design the most applicable reports.

Here’s how it’s different than any reporting solution you’ve seen – 

1. Measureful can determine what is important to report.

The biggest problem with template reports is the inability to adjust to the underlying data. Templates are static, data is not. Inherently this is a problem and one that has only been addressed to date by people.

Unlike other tools or template reports, Measureful’s algorithms sift through all of the data every period and unearth findings, or “stories.” It’s called our Smart Reporting technology and you can build an entire report with our logic or turn it off and customize your own.

2. Measureful can determine how to best design the report layout.

Identifying what to report gets you halfway to building a great report that directs a user’s attention where it’s most deserved. Identifying the relative importance of findings, however, gives you a blueprint for a report that emphasizes the most critical findings while reducing the data noise.

Measureful’s Smart Reporting technology applies weight to the various stories and builds a uniquely designed report that emphasizes the most important findings. Some stories provide deeper detail while others only a quick snippet of the metric.



3. Measureful is professionally and beautifully designed.

Packaging the findings or “stories” into a well-designed user interface that includes clean data visualizations and automated narratives makes Measureful reports a pleasure to read. Drawing inspiration from Flipboard, we’ve designed a report layout that organizes the stories into a customizable grid, so the experience is incredibly dynamic and relevant.

It’s a blend of style and function. The page layout and typography are generated by algorithms that take into account the relative importance of findings and can be customized to suit.


4. Measureful is customizable.

Not all reports are created equal and most require that human touch to get it just right. We’ve built for automation but left plenty of room for curation and customization.

Config Story


Manually build reports per the unique requirements of your clients or team. Select from specific metrics, build custom tables, and select your data visualization. Add your logo and perhaps some additional analysis and it’s fully seasoned and ready to deliver.



The new Measureful is here and so is the way marketers and agencies handle reporting. Check out an example PDF report or sign-up for a free 14-day trial and let us know what you think.

Identifying Trends in Google Analytics Data [free tool]

This entry was posted in Reporting and tagged on by .

Reporting trends in your online marketing data is often more art randomness than science. It’s relatively straightforward to eyeball time-series data and interpret the direction of the data – is it going up or is it going down? Yet, with so many sources, segments and campaigns, it’s difficult to surface trends, understand the reliability of trends, and report them to your clients, team or boss.

In this blog post I’ll show you how you can use Google Spreadsheets to easily and automatically monitor different trends in your Google Analytics top segments and metrics.

This is an adapted version of Jamie Steven’s post on a building Google Analytics reports in Google Spreadsheets. It uses scripts by Mikeakl Thuneberg to pull data from the Google Analytics API.

Charting trends with regression analysis

Trendlines are the best way to graphically represent trends in data. This is also known as regression analysis, which is a statistical technique for studying linear relationships. By plotting a trendline and calculating the R-Squared value, we can understand whether a trend exists beyond a rudimentary “eyeball” approach. It also gives us a great visualization and statistical backing that most stakeholders easily understand. Google Analytics Trend Analysis Report-6

Getting to know R²

In these reports, we’re using R-squared values to understand the reliability of a trend. The short explanation is that an R-Squared value is something of a magic number. R-Squared values are between 0-1 and a trend is most reliable when its R-squared value is at or near 1. It represents the strength of the relationship and is mainly used to analyze how well a variable can predict another one. We’re simply using it as a determinant of how much “weight” we can place on a trend and thus how much further analysis or attention it deserves. The higher the R-Squared value, the stronger the trend and the more it becomes critical to report and explain.

Google Analytics Trend Analysis Report-7 So let’s get started by setting up and customizing your report.

1. Save a copy of the Trends Analysis Report

Open the Google Analytics Trends Analysis Report and save a copy to your Google Account. Click “File”, then “Make a copy”.

Get the free report: Google Analytics Trend Report

Once you’ve saved your own version of the report, we’ll be working on the plumbing to connect your data.

2. Connect your Google Analytics account

In order to automatically connect your Google Analytics data, you’ll need to ask Google for a token that allows Google Spreadsheet to access your data. We’ll use AutomateAnalytics Functions to request a token.

Get your token here.

Copy and paste your token into cell B14 on the Instructions & Data tab in the report.

Google Analytics Trend Analysis Report-2

3. Locating your Google Analytics View ID –

Next, you’ll need to enter your Google Analytics View ID. View IDs can be found in the Admin section of Google Analytics, under View Settings.

Google Analytics-1

Enter your Google Analytics View ID into cell B13 on the Instructions & Data tab in the report.

Google Analytics Trend Analysis Report-1

If entered correctly, you’ll start to see the spreadsheet pulling in data from your Google Analytics account and populating the Reporting tabs. A few things to note about the reports:

  • We’re analyzing trends over the last 24 weeks, beginning with the previous week. For the monthly report, it analyzes data over the last 12 months, beginning with the previous month.
  • An R-Squared value of .6 is used to generate the narrative about a trend. This can be adjusted in the narrative formulas.
  • Ideally your Google Analytic account will have at least 1 year of data. The formula array is not dynamic, meaning it will calculate the 0’s in your data if you don’t have data that goes back a year. You’ll need to adjust the formula arrays on the Instructions & Data tab.

Customizing the metrics

We’re analyzing visits against different segments. To change the metric, simply update the metric cell for that particular trend on the Instructions & Data tab. For instance, if you want to measure pageviews, simply enter “pageviews” in the cell that says “visits”. All trends operate independently so each one can be adjusted to the metric of choice.

Google Analytics Trend Analysis Report-3

A full list of Google Analytics API metrics and dimensions can be found here.

Customizing the segments

Much like metrics, segments can also be edited. Segments specify a subset of visits based on an expression or filter. In the example below, the ID “-3” specifies referring visits as the subset.

Google Analytics Trend Analysis Report-4

The easiest way to see a list of various IDs is to use the Google Analytics Query Explorer tool. Once you’re signed in to the tool with your Google Account, you can use the Segment drop-down to view the different segments and corresponding IDs. Pick the ID you want and enter it into the Advanced Segment cell.

Here are a few quick IDs you can use to customize your reports:

  • New Visitors: -2
  • Returning Visitors: -3
  • Paid Search Traffic: -4
  • Non-paid Search Traffic: -5
  • Search Traffic: -6
  • Direct Traffic: -7
  • Referral Traffic: -8
  • Visits with Conversions: -9
  • Visits with Transactions: -10
  • Mobile Traffic: -11
  • Non-bounce Visits: -12
  • Tablet Traffic: -13

Changing the dates

Lastly, you can edit the dates in the report with a few quick tweaks. Keep in mind that if you change the dates you’ll also need to adjust some formulas as well as the chart arrays. Currently, the “End Date” is set to today and the “Start Date” is a formula that calculates either 24 weeks or 12 months back depending on whether it’s a Weekly or Monthly trend report. You can change both the dates to analyze the number of weeks or months you want.

Google Analytics Trend Analysis Report-5

The formulas, RSQ and Trend Line arrays will need to be adjusted if you add or subtract rows by changing the dates. Be sure to edit the charts in the reports as well if you add or subtract rows.

Feel free to comment with any questions. We’d love to see any useful iterations to the reports or great use cases!

New Custom Analytics Report Builder

This entry was posted in Reporting and tagged on by .

We love automation. We love saving our customers time by handling the hard work of aggregating data and determining what to report on, automatically. Today, we’re excited to announce the ability to manually build your own custom reports.

While we love fully automating the process of report creation, we understand there are always required metrics. Our new report builder functionality allows you to build custom reports, save templates and still infuse them with our unique findings.

The process of creating a report takes about 2 minutes. Start by naming your report.

custom report 1

Connect your data sources. No IT or code required.

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From here we’d normally take over, analyze your data and dynamically produce a report – our Smart Reporting technology. Now you can take it a step further and configure the report the way you or your client wants.

Select from a set of our KPIs (key performance indicators).

custom kpi report

Or create your own set of KPIs unique to this report template.

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From there, you can select what report modules or “stories” you want to alway show in your report. Save the set of stories so you can easily configure similar reports.

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You define the metrics in your reports and we’ll automatically add a layer of analysis and narrative to the metrics you select. You can also choose to include dynamic, unique findings powered by our set of algorithms. Best of both worlds; dynamic findings coupled with custom selected metrics.

Weekly Next Report 5 - Measureful-1

We’re continuing to integrate more data sources to automate SEM, SEO and Social Media Reports. Try Measureful free for 30 days or reach out and let us know what you think!