Outfox Recognized as a Super Company

It is a great honour to have Outfox recognized as a super company (“Superföretag”) by Veckans Affärer & Bisnode. Less than 1 per mille (‰) of Swedish businesses qualify.

You have to be qualified in a number of areas to be named a super company. You need to show that you have long term, sustainable, growth, efficient use of resources, profitability, etc. The list accounts for the environment you’re working in. It is, in other words, a more tough award to get compared to the Di Gasell.

Advanced Analysis in Google Analytics

Advanced Analysis – Powerful Reports

One of the benefits of using Google Analytics 360 is to access a new set of reports; “Advanced Analysis”. The reports allow you to explore, visualize and act on data from Google Analytics 360 in new ways. The reports are based on three different visualizations:

The reports in Advanced Analysis, unlike Data Studio, show only data from Google Analytics. In return, the reports are highly interactive. In this blog post we look at the “Segment Overlap” visualization, which is a Venn diagram that shows the overlap between different segments of users.

In the example, we have used data from the Google Merchandise Store and chosen to identify the extent to which visitors interact with different groups of products on the site. The product groups are Apparel, Bags and Drinkware.

The reports are  built by the toolbox on the left side of the page, where Segments, Dimensions and Metrics are selected (imported) from Google Analytics. Keep in mind that segments imported from Google Analytics must be created as “User scope” (ie a selection of users – not sessions) to allow the chart to show overlap.

The image above shows how three segments have been selected. The table below the Venn diagram shows the number of users in each segment. By adding the Revenue metric, we can see which revenue that is created by different user overlaps:

By adding one or more dimensions such as “Breakdown”, you can segment users even further. In this case we segment on the “Device Category” dimension shown on the Y axis and the combination / overlap of the segments on the X axis:


Use the data to improve customer experience

Now to the best part; For each segment, you can right-click and start interacting on that particular group of users. In the picture below, there are users who have seen both Apparel and Drinkware products on their phone. You can now choose to create a new segment of this particular user segment, build a target audience, or review the behaviour of these users in detail through User Explorer. This allows you to control keyword ads in Google Ads, programmatic media through Display & Video 360, and control A / B tests and content through Optimize 360 based on the discoveries you make in your data!

Google Cloud Next London 2018

I, Johan, went to Google Cloud Next in London to represent Outfox, and I made this interview with myself! 

O: Why did you go to Google Next in London, Johan?

J: Because you can’t sleep when Google is up to things in the cloud. Me being an analyst, I was extra interested in the products that relate to me and my job. Topics like BigQuery, BigQuery Machine Learning, TensorFlow (an open-source software library that can be used for building your own machine learning applications such as neural networks), and how you can use Google’s cloud products to deploy machine learning.

Johan, this sounds soooo nerdy, can you break it down?

J: I can try! For me, in the last couple of years, machine learning has improved what I do in ways that were hard to imagine before. It makes things that were impossible possible. Look at the Vision API for example. No more manual tagging of images. Just let the API do the job for you! This can save crazy amounts of time if you are working with tagging images. Read more: https://cloud.google.com/vision/automl/docs/ 

: Cool, but what about marketing?!

Aha, then the new possibility to use machine learning in BigQuery is just awesome. You can use it to find the users who are most likely to convert based on what they have done on the website. Sounds great, but the cool thing is that you don’t need to be a data scientist to make this happen. You just need some SQL skills, or a friend with some SQL skills. Say you are a B2B company and you want to target only the users who have a higher probability to convert. Then you ca, based on what they did on your site, use BigQuery and the machine learning capabilities to find them.

Any other cool things?

Yes, two more things that will stick with me going back home are: 1.) How King uses Google Cloud to create artificial intelligence for game testing. This means that King has improved the workflow for designing and testing levels. Instead of having people testing the levels and having them write a report and send it back, the AI will test the levels and give the feedback to you in minutes or hours instead of weeks.

2.) How universities use computing power from the Google Cloud Platform to solve the most amazing research problems.

Things like building models to understand and predict the spread of the zika virus. The zika virus is apparently very hard to predict, but it also requires a ridiculous amount of data to build meaningful models. Thanks to moving the workload to the cloud they are now able to perform these calculations in hours instead of weeks!


Or how Researchers at the Neurosim lab use the cloud to understand the human brain! The amount of data that they have to processes is just amazing, and makes every marketing DMP look like a floppy disk. They were able to cut the compute time from five days to one hour! This means that the work they are doing can move much faster and help us understand the way our brains work much faster.


O: OMG Johan! Got more high-level stuff?!

Maybe just that the ones who have an infrastructure that makes the impossible possible, are the ones how will move faster than the others. 

O: Sorry, I do not understand. What you mean?

I think that Spotify is a great example of this. They have, with the help of Google Cloud Platform, made it a lot easier for their entire organization to understand their users, and to make smarter decisions based on their data. This would not be possible if they did not have a great digital infrastructure. It looks like leaders in this field have sat down and thought long and hard about how to make it easy to use the data we have about our users.

Any last things takeaways?

Google Sheets rules. Just check the 30 tips in the video. One of my favourites is to connect to Google Sheets to automate reporting. That function just saves a crazy amount of time, especially if you also consider that you can get data straight into Google Sheets from, for example, Google Analytics.

How does it work with Campaign Timeout in Google Analytics nowadays?

The other day we discussed Campaign Timeout in Google Analytics. In order to find out the correct answer we turned to Google and the first result led to a site where they stated that the campaign is prolonged each time a user comes to your site (if the traffic source is not changed. If you want to refresh your memory regarding traffic sources or attribution modelling in Google Analytics). Hmmm, that was not what I expected and remembered. I had to check it out by doing a test. Oh, the joy when I realized my memory did not fool me.

The short version:

If a user returns to your site by typing in the URL (hence direct traffic), the campaign is not prolonged (in the way that it did with ga.js).

The slightly longer version:

When Universal Analytics was rolled out in 2014, there was a change in how campaign timeout worked. This deals with for how long a traffic source is attributed even if the visitor comes as direct traffic. In the former, Classic Analytics (ga.js), the timeout was extended each time a visitor came to the site. This meant that a campaign or source of traffic could theoretically live forever.

Universal Analytics, hence now

Session timeout: 30 min

Campaign timeout: 6 months (default setting in Google Analytics)

1 sep 2018: Visit outfox.com through campaign-tagged traffic source. Campaign timeout should now be 6 months ahead, March 1, 2019. Reported in Google Analytics as campaign traffic.

1 Nov 2018: Direct visit to outfox.com. Reported in Google Analytics as campaign traffic.

April 1, 2019: Direct visit to outfox.com. Reported in Google Analytics as direct traffic.


Classic Analytics, before 2014

Example from how it used to be, in the not to smart way:

Session timeout: 30 min

Campaign timeout: 6 months (default setting in Google Analytics)

1 Sep 2018: Visit to Outfox.com through a campaign-tagged traffic source. Reported in Google Analytics as campaign traffic. Campaign timeout should now be 6 months ahead, March 1, 2019.

1 Nov 2018: Direct visit to Outfox.com. Reported in Google Analytics as campaign traffic. Campaign timeout moves forward 6 months ahead, May 1, 2019.

April 1, 2019: Direct visit to outfox.com. Reported in Google Analytics as campaign traffic. Campaign timeout moves forward 6 months ahead, Oct. 1, 2019.

And so, this could go on forever and ever (or as long as the visitor does not change traffic source, but continues to enter the site directly.)

This was a bit of a mess. So since 2014, it is more as you would expect.

So, if you read a blog post saying that the traffic source extends all the time (if the traffic source is not changed), you can dismiss it. So, that was Classic Analytics. Not now.

Then you can always discuss if six months is the ultimate length for how long you should give cred to a campaign, but we’ll take that in another blog post! If you want help with your campaign tagging you can use the GA Campaign URL addon. You can always contact Outfox if you would need assistance in your campaign management/analysis!

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 domain.com to blog.domain.com.

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.

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