Add quantitative data to quantitative and get sort of qualitative data

It is not difficult to see which pages that are the most visited on a website. Just go to Google Analytics and click on the navigation to the left and click Content and then All Pages.

But. Often there are certain target groups for certain pages or categories of pages. How do we know if we reach that specific target group? In Google Analytics we can see what users have done, but we know little of what their intention was with the visit, and specifically, we do not know whether they have succeeded or not.

Happy days are here. There is the Outfox Survey, a web survey where the answers can be matched to the behaviour on site. We only ask three questions: In which role do you visit the website, what is your intention with the visit and did you succeed in solving your query.

Prioritized targets groups to study up close

By looking at a segment of your website’s prioritized users and see what their intentions are, and I like in particular to know more about those who have not found what they were looking for, I try to understand why they have not succeeded. Google Analytics is good at what, but not why.

When I have created a segment of those users I can look at the different reports in Google Analytics.

  • Which pages do they visit? Is there information missing on those pages or just not the information the user would expect?
  • What are they searching for in the internal site search? Are there queries that do not give the results that you would expect?
  • Which traffic sources do they come from? Which landing pages are common? Is there anything in the link between advertising and landing page that could be better?
  • Is there any device or browser that is more represented? This could help us in prioritizing when adapting pages and/or functions to mobile.
  • Which are the common exit pages? Are they pages that you would expect your visitors to leave your site from, or could they be pages where the visitor just gives up? What can we do to improve?

Well, the list could be even longer. So, if you have not yet made a survey (and yes, many people actually answer pop up surveys. We have about 25% answering rate on our surveys), contact us and we’ll make it happen.

Merry Christmas & Happy New Year

Here’s the Christmas card of the year from Outfox. It was illustrated by Joel Edlund. Outfox will be moving to this address during the first quarter of 2018. So what would be more appropriate than a King Kong style take over of the block?

The Dentsu Aegis Network Sweden family is making a donation to Unicef this Christmas.

We hope you’ll have a great and relaxing time with your loved ones this holiday!

Outfox Has Joined Dentsu Aegis Network

We are extremely pleased to be able to tell you that, as of today, Outfox has joined Dentsu Aegis Network.

By being part of Dentsu Aegis Network, we’ll have the possibility to offer our clients a wider selection of services and a strong international presence.

Outfox will continue to act as a separate business, but one working very closely with iProspect, a Dentsu Aegis Network company whose services within digital marketing complete our offering within digital analytics and conversion optimization.

The combined offering and expertise from iProspect and Outfox makes us exceptionally strong in a market that is constantly moving. We will be a partner offering a wide range of world-class digital skills. This give us the ability to allow you to use our insights about customer behaviour in digital channels to optimize and grow your business.

About Dentsu Aegis Network
Part of Dentsu Inc., Dentsu Aegis Network is made up of nine global network brands – Carat, Dentsu, Dentsu media, iProspect, Isobar, mcgarrybowen, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in- class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with over 30,000 dedicated specialists.

About iProspect
iProspect is a full-service agency within digital marketing, including services within e.g. Digital Strategy, SEO, SEM, Display, Paid Social, Conversion Optimization (CRO), Digital Analysis and training within mentioned areas. With more than 4,000 specialists at 88 offices in 53 markets across the world, iProspect is one of the globally leading companies within digital marketing. iProspect is certified partner to Google, DoubleClick, Bing and Optimizely.

About Outfox
Outfox is a consulting firm with expertise within digital analytics and conversion optimization. It was founded in Sweden. By collecting, processing, and analyzing data, Outfox gives its clients increased revenue, decreased costs, and more satisfied users. Outfox is a sales and service partner for the Google Analytics 360, and a top global reseller. The firm has helped many organizations become data-driven, and among the clients, you can find many major brands and companies with an international presence.

Lars Johansson (Founder, Outfox), Mattias Behrer (CEO, Dentsu Aegis Network Sweden), Christoffer Luthman (Founder, Outfox)

The Awesome Add 10 Extension for Google Analytics Reporting Bliss

Ever found yourself disappointed with the numbers displayed in Google Analytics? Fret not! Today, you can easily add 10 to any number you believe to be too low. Not happy with +10? Add 1,000! And if that is not enough, “Alt. Fact” will increase the figure with a random, but high, amount.

See larger screenshot

Never again show numbers in the red! Never again feel embarrassed about your data!

It will now be big and great. So big, and so great (really great.)

Some may call these numbers fake, but we’ve seen them in other places before. So they do exist.

Oh, and this is something that failing Adobe Analytics could never do. Sad.

Make Analytics Great (Bigly Data) Again!

Get the Extension for Chrome here!

Use at your own risk.

Happy Saint Lucy’s Day! Let’s Spread Light!


On this day, Outfox is letting two charities share 60,000 SEK.

Min Stora Dag, who are making dreams come true for children with serious illnesses.

Love Nepal, who are working against the trafficking of children, sometimes as young as 7.

This year’s Christmas Card from Outfox is illustrated by Andreas Bennwik, the artist behind the movie poster Kung Fury and the album cover for David Hasselhoff’s True Survivor. The people at Outfox are, in one way or another, products of the 80’s. Hence the 80’s style.

You’ll also notice a detail if you watch Kung Fury:
Kung Fury

Key takeaways from Untagged Digital Analytics Conference

During the week, our tech team attended to Untagged, a Digital Analytics conference held in Madrid.

We had a quite impressive speakers lineup with well known experts within our field such as Brian Clifton, Yehoshua Coren, Simo Ahava to mention a few. Besides, there are few conferences targeting the more tech savvy audience so the visit was awaited.

For those who missed the opportunity, here’s my key takeaways!

Data Quality

A notable topic touched on by several speakers was data quality. As digital analysts we must question our data and how it’s being collected.

As Simo Ahava mentioned we can make the conversion rate 100% in minutes, simply by creating a goal that is impossible NOT to convert on. This might not be a real world scenario, but consider this:

A developer adds the tracking code to a new sub domain and the cookieDomain field is not set to auto.

What would happen? Well, we would initiate a new session every time a user navigates from to

Simply put, the sessions would increase and thus have a impact on the conversion rate metric. The conversion rate would decrease!

The C-level executives might think something is wrong and might take bad decisions due to bad data. It’s our job as analysts to differentiate between real world (behavioural) changes and changes in how our data is being collected.

Creative customisation of Google Analytics

Yehoshua Cohen and Simo Ahava both showcased great implementations where the data collected was made more accessible (or structured) within the GA interface.

Simo showed a very creative way to measure content engagement, and I really recommend reading these two articles (and everything else) for anyone interested:

Track Content Engagement Via GTM
Track Content With Enhanced Ecommerce

Yehoshua gave us very inspiring use cases for the often overlooked custom dimensions and metrics (and calculated metrics of course). I really gives us so much power to customise an implementation to fit a certain business and it’s objectives. It also makes the data that we often already measure (through events or pageviews) so much to easier to work with.

I think this blog post summarises the presentation really well:
Google Analytics Custom Metrics & Calculated Metrics

Yehoshua Coren Beatboxing

Yehoshua Coren (who seriously should be a comedian), found a creative way to get the audience back into the conference room. I guess beatboxing is the new skill that every digital analyst must acquire from now on.

Have a nice summer!

Glad midsommar!

We wish you a warm and pleasant summer!

This illustration shows the charming area of Gamla Stan (the old town) in Stockholm,
where our office is located.

If you would like to see our previous illustrations, look here.

Efficient Campaign Tagging

To evaluate campaigns and analyze the impact of various media channels, you need to be able to identify every source of traffic. You probably are already doing this now by connecting Google Analytics with your AdWords account and by customizing links from other purchased channels with campaign tags – UTM codes. URL Builder is often used to generate campaign-tagged links.

In large companies and organizations, often different parts of the organization purchase and drive traffic to the website from different channels. Part of the organization is responsible for paid search, another for affiliates, and a third for driving traffic from social media. This division places high demands on orderliness and structure if you want to be able to compare the various media channels or see the combined effect of a campaign – no matter which channel the message was communicated in.

Because Google Analytics does not determine whether the campaign name is spelled correctly or whether there is a campaign medium called “e-mail” for example, you need to ensure that links are tagged correctly and consistently. If you add to that that Google Analytics differentiates between upper- and lowercase letters, the challenge becomes even bigger.

Without having good base data on the site’s traffic sources, it is impossible to create attribution models, as these require good-quality data in order to be reliable.

To simplify the generation of consistent campaign-tagged links, we have developed GA Campaign URL, an add-on for Google Sheets.

selectThis tool helps you to create tag sheets, where you can guide users regarding which parameters are to be used and let users select, for example, the medium, sources, and campaigns in drop-down lists. Since you can easily share the spreadsheet among various users and control (by using permissions) which users can add and change the values in drop-down lists, you can create tag sheets tailored to the needs and organization of your company.

Read more about how to use GA Campaign URL on our Help page or install it for Google Sheets!

Note: We do not offer any warranties when you are using this free service. It is provided “as is”, and you are using it at your own risk.


What Separates Exceptional from Ordinary in Conversion Optimization

By: Joni Lindgren

Conversion optimization is bigger than A/B-testing. It is to learn about users from data and to use that when you make decision about your communication or product. Speed in accessing that data and turn it to insights is what separates exceptional from ordinary because the faster a company can learn the bigger it can win. Speed is accomplished in two ways;

1. By wasting as little time as possible

2. Maximizing the amount of knowledge within the organisation at any given moment

Conversion optimization is bigger than A/B-testing. It is to learn about users  from data and to use that in decision making to reach business goals. Faster.

When I started out with conversion optimization, freshly squeezed and naively happy, I threw myself in to client tasks. I hypothesized and pushed out A/B-tests and occasionally I experienced what most optimizers do: not all people in the client organization was so keen on my ideas even though my variations won, it didn’t get implemented because of politics and opinions. I was loosing valuable time on organizational issues. So I stopped doing it like that and developed a different way of starting up new clients that would help me help them better. 

Assessing “readIness” before starting Will help you a lot

I started conducting an assessment to understand what was missing at a company for them to be able to both succeed with A/B-testing and actually use the insights it brings. You have probably read some posts on the topic of what you need to succeed with conversion optimization and I agree with it all but process and culture are the enablers of all the other stuff so I started from there. The assessment looks like this:

  1. Determine organisational readiness in process and culture
  2. Help the client understand their desired impact from doing conversion optimization
  3. Map out desired approach to conversion optimization in respect to step 1 and 2. (see model below)
  4. If needed: Take required actions to increase readiness to be able to reach desired approach

Outfox 3 approaches to conversion optimization

From my experienced there are generally three different ways that companies can do conversion optimization. I call them Detached, Attached and Integrated. The integrated approach is the one with the highest impact on bottom line because this is where your testing velocity has its max potential and the learning curve can reach steepest. For the scope of this blog post I will only give a brief description to each approach below.

CO copy


  • Detached – conversion optimization is separated from the “regular” processes. Usually but not exlusively performed by outside expert(s).
  • Attached – conversion optimization is a
    • an in-house consultancy that helps other departments when they want help
    • A role or tactic in one department, often marketing
    • an extern specialist is assigned to do the same.
  • Integrated – conversion optimization methodology and process is applied to or combined with other existing processes not exclusively in one department.

Every company should choose the approach that fits the organisational readiness and desired outcome. If you don’t have the readiness or desire to do an integrate approach you should obviously not do it. As you can see in the model, doing a detached approach still has an impact. Just not as high.

Company readIness: Process & Culture

I know you know why the process is important. To do anything at scale demands a structure. But why culture? Because of mandate:

Mandate has two legs and we need both. The official one you get from the bosses is called buy-in. You find it in every list on how to succeed with CRO because it is a must. The second, unofficial mandate is not often mentioned but very often experienced. This one is earned from the co-workers and is equally important because your co-workers are creating the company culture too. They also make decisions that effects the customer experience every day. For every person opting in to the optimization process and thus giving it unofficial mandate the faster and more often your company will make decision based on insights. Lets break down how we can gain speed:

  • Wasting as little time as possible
    • minimize time spent on implementing stuff that hurt KPIs
    • faster find out if a new campaign or product update is hurting KPIs (fastest way to do this i by A/B-testing)
  • Maximizing the amount of knowledge within the organisation in any given moment
    • more research and analysis done if more people knows how ask the right questions and where to find answers
    • possibility to test more and faster if IT process is aligns to the CRO process
    • insights reaches more people

live as you learn to reach an integrated CRO-approach

I love models. I can´t get enough. And as hard as it is, I aspire to live as I learn. Therefor I highjacked the Pirate metrics framework – AARRR that is used for growth. But instead of talking about product and clients I thought of it in terms of CRO and co-workers and created a framework for how I could succeed internally to get official and unofficial mandate for CRO. Here is a fictional  example:
AARRR for CRO scaling
To reach an integrated approach is not done in a day. Even if the company has organisational readiness it will take months. at least. But it is worth it.

Ok, so show me the real life stuff – or is this just theory?

It works for me and it works for Outfox. It has changed the way we sell, initiate, run and deliver client projects. At one of our current clients the sales curve looks like this:CRO real life results

This is a year on year sales curve. Sales. Money. Not conversion rate or test results. This client invested heavily in the process of conversion optimization. Every person happily invested in understanding it and gained from it. And we did not increase traffic during this time.

By: Joni Lindgren

Patrik Gamryd Joins the Outfox Board of Directors

At the Outfox annual general meeting on March 31, Patrik Gamryd was appointed a regular member of the board. Patrik is currently CEO of InkClub. His previous experience includes acting as CEO of Dentsu Aegis Network Sweden and as chairman for several of its companies, including iProspect and Isobar.

In the Outfox board of directors, Patrik will contribute with his experience of developing companies with international operations and a global customer base.

Lars Johansson, chairman of the Outfox board, says, “Analyzing data with the purpose of increasing revenue, lowering costs, and boosting customer satisfaction is hotter than ever. We are looking forward to developing our operations together with Patrik – expanding our offering to new customer groups, creating even more value for our products and services, and increasing our international presence.”

“I’m genuinely interested in the industry that Outfox represents, and I share Outfox’s outlook on the potential going forward,” says Patrik Gamryd. “Over the years the company has been active, Outfox has achieved an impressively strong position, which I hope to be able to contribute to by further developing the company by contributing with my perspectives and experience.”

Patrik Gamryd

About Outfox
Outfox Intelligence AB is a fast-growing consulting firm that helps companies increase revenue, lower costs, and increase customer satisfaction by collecting relevant data. The company offers analysis services related to big data and conversion optimization. Outfox is one of the world’s leading resellers of Google Analytics Premium, now rebranded Google Analytics 360. The Outfox team helps companies in a wide variety of industries and in countries (together customers have operations in more than 50 countries). Several of the world’s biggest brands entrust in Outfox for the most qualified help with all aspects of digital analysis, both technical and business. Outfox is headquartered in Stockholm, Sweden.

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