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.

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.

Q&A About Google Analytics 360

When Google launched Google Analytics 360 Suite this week, it raised a lot of questions from analysts, the media, and others. As an authorized reseller of Google Analytics 360, we’ll attempt to answer as many questions as possible.
Google Analytics 360 Suite

Google Analytics 360 Suite contains the following products:
Google Analytics 360 Suite

  • Google Analytics 360: This is the product you’ve previously known as Google Analytics Premium. It might be a bit confusing that the entire suite is called Google Analytics 360 Suite and what previously was Premium is now called Google Analytics 360 – two very similar names. More functionality will gradually be added to this tool.
  • Google Tag Manager 360: Builds upon what was previously referred to as Google Tag Manager, the market-leading solution for tag management.
  • Google Optimize 360: A tool for A/B tests and personalization. Read more.
  • Google Data Studio 360: A tool for visualization and analysis that integrates data from the entire product suite and external data sources.
  • Google Attribution 360: A tool that previously went under the name Adometry (the same name as a company that Google acquired). It helps advertisers better evaluate their marketing efforts.
  • Google Audience Center 360: A data management platform (DMP) that helps marketers find similar customers in different channels and through different units.

Q&A About Google Analytics 360 Suite

What’s the difference between Google Analytics 360 Suite and Google Analytics 360?
Google Analytics 360 Suite is the collective name for the entire product suite, while Google Analytics 360 is the new name for a specific product, Google Analytics Premium. Which products are included in the product suite are listed above.

Who is Google Analytics 360 Suite aimed at?
The products are enterprise class, and accordingly, they are targeted at large companies.

Is there a free version of Google Analytics 360 Suite?
We do not think there is likely to be one. The product suite is aimed at companies and organizations that really want to invest in (digital) analysis and conversion optimization.

I’m currently a Premium customer. Does this mean I get access to all the new products?
No, it depends on the type of agreement you have. Contact us for more information.

How much will Google Analytics 360 Suite cost?
Contact us if you would like to know how much it would cost you. The price depends on which products you would use and how much you would use them.

Can I purchase all the products in the Google Analytics 360 Suite now?
No, certain products have not been launched on certain markets yet. Contact us if you would like to find out more.

How do I purchase Google Analytics 360 Suite?
Outfox is a reseller. Contact us for more information.

What’s been said about Google Analytics 360 Suite in the media:

Let’s Welcome Google Optimize 360!

Google has finally released its A/B testing tool, Optimize 360. We think this is great news, but you might be wondering why. There are already several other tools that can get the job done. And that’s true. But if you’re using Google Analytics (or even Google Analytics Premium, which is now called Analytics 360), you can now get even more out of your current analytics tool.

Let us take a look at what Optimize 360 offers.

Better Analytics When Comparing the Same Data

Analyzing your Optimize experiments happens directly in your analytics tool, which means that you never need to compare apples and pears; instead you are looking at the same numbers as in the test reports and do not need to spend time thinking about why your testing tool and your analytics tool are reporting different things. For example, if you have a view in Google Analytics where you filter out internal visitors, they will not be included in the test evaluation either.
Analytics 360

Increased and Simplified Segmentation

But it’s not just because Optimize 360 simplifies analytics that we want to work with it. We’re also looking forward to using our existing segments in Google Analytics to set up tests and start personalizing the experience for our visitors. We all know that what makes one target audience happy might not be at all appropriate for another target group, so instead of working with additional personalization tools, we can now use our Analytics segments for this.

Up until now, it’s been tricky to segment the target audience included in the test by using Google Analytics segments. Previous tools have had built-in support for the more basic target audiences, such as new and returning visitors, but now we can finally test specific segments of visits, such as whether visitors are coming from a specific campaign and are visiting the website for a third time and residing in Stockholm. We can even use metadata from custom dimensions to build these groups.

Say that you have data about which type of customer group your visitor belongs to, if she is a big spender or a more price-conscious individual. Instead of creating a website that appeals to everyone, we can now test what appeals to the different groups and adjust the messaging we aim toward them. Or, as an example, if you have data about when a customer first became a member and you know that customers on average churn after six months, you can then create tests to craft the perfect message in month five to retain them as customers.

The list of possible tests we can now run is endless and very exciting. Have you ever wondered what impacts your website’s conversion and why a test you ran never obtained a significant result? You might have been on to something, but it only suited a certain segment of visitors. The problem was that you tested your theory on all visitors. Now you can find a perfect balance.

Easy-to-Navigate Interface

In addition to everything mentioned above, we are grateful that Google has put an extra bit of focus on developing the interface so that even people without web development experience can use it and that they considered the feedback we provided.

Google aims to provide an extra intuitive tool, where people without programming experience easily can understand how the code is generated. These smart breadcrumbs let, for example, users keep track of how the HTML hierarchy looks for each selected element.

Previously Google’s testing tools (Google Website Optimizer and Content Experiments in Google Analytics) have not been able to offer a WYSIWYG interface at all, so there’s a clear improvement right there!

Geo Targeting

It’s even easy to specify geo targeting – no really, it is extremely easy. See here:

So, Here’s a Summary of the Benefits of Optimize 360:

  • It reports the same data as Google Analytics.
  • Streamlined geo targeting.
  • We can use our Audience Lists to direct tests at and change the experience for visitors.
  • Metadata in the form of Custom Dimensions becomes unbelievably powerful.
  • Tests that can use information in the data layer in Google Tag Manager.

– A little step for mankind, a big step for analytics!

Outfox is a reseller of the Google Analytics 360 Suite and, of course, Optimize 360.

Contact us for more information!

Why Lead Generation Should Be Integrated with Google Analytics

We caught up with Jaakko Paalanen of Leadfeeder to discuss lead generation. Read our questions and his answers below.

There are a number of lead generation/identification services such as Enecto WebLeads, Apsis Lead, etc. What makes Leadfeeder unique?

Jaakko: First of all our Google Analytics connection allows you to install Leadfeeder in couple of seconds. We then backload the data from 30-days, filter out ISPs (internet service providers) and bring you automatically a list of real companies and their behaviour. Backloading data is not possible for tools which require installing a tracking script, and almost all of our competitors do it that way. Also our data updates from Google Analytics every hour, so it’s almost in real time.

Our Leadfeeder software has learned over time to filter out ISPs and so on, giving more valid data around the world compared to other GA-connectors, and it’s getting better every day.

Our custom feeds allows you to create easily lists, e.g. companies who visited “from Finland”, went to our “/pricing page”, spent over “2 minutes” in our site and are from “marketing & advertising industry”. That as an example gives you an idea how you can easily create different lead feeds and send them to your email or CRM. It’s very fast and the user interface gains every day good feedback of its’ simplicity.

You have chosen to integrate tightly with Google Analytics. Can you explain why you made that choice and how it makes for a better solution?

Jaakko: Google Analytics is scalable for different companies as you don’t have to add any more scripts to your website. Also we have good relationship to Google Analytics team which made us sure this is the right thing to do. Over 53% of companies worldwide use Google Analytics, which makes it scalable and easy to setup. With Google Analytics connection we also allow sales and marketing people to work more closely together, for better leads, and for better sales.

Can you tell us anything about your plans for future additions to Leadfeeder?

Jaakko: This year next steps are more integrations. MailChimp integration should be ready in 1-2 months. After that if you send a newsletter out and somebody clicks from there to visit your site, you can see the visitor on individual level, e.g. nils.holgersson@leadfeeder.com 12th Feb 12:00:00 visited leadfeeder.com -> /pricing -> /blog -> /blog/leadgeneration and so on.

Other updates this year include Zoho, Salesforce and MSDynamics CRM-integrations. Mobile application is coming up too, to get your leads to your pocket as you go!

Towards the end of this year we are focusing on creating Leadfeeder to become bigger Account Based Sales tool, as we call it. We integrate different CRMs, email marketing softwares and other tools to harness sales and marketing people with more relevant data and possibilities, focusing on sales people’s needs.

What would you say is the most common mistake in lead generation?

Jaakko: It’s definitely the quality of leads. Marketing can push all kinds of “leads” to sales people, but what really is a lead? A lead in my opinion is a qualified prospect, who has shown an interest already. Qualified, so that we have enough information of the prospect, and interest, so that they have visited e.g. some product page several times during last two weeks. It’s an instant signal to a sales person that there’s a need that has to be filled.

Sida 2 av 41234