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To a human being (at least one who isn’t a computer programmer), the difference between a lowercase and uppercase letter is minimal. One may be more grammatically correct than the other, but one letter out of place doesn’t change the meaning of a word or sentence.

Unfortunately, this isn’t the case for Google Analytics. Google Analytics considers two pieces of text to be different if they have different capitalisation, and this can have a significant impact on your results.

Essentially you want to have as much accuracy as you can get with an eCommerce analytics setup, because your analytics can help you to locate profit-generating opportunities. And as mixed capitalisation in data is an easily rectified example of inaccurate data, it is definitely one that you should get on top of ASAP!

If you create a Lowercase filter it will force any text passed through the filter to become lowercase – hence resolving any issues where capitalisation could become an issue.

Here is an example of a Lowercase filter, so that you know how to set it up for your eCommerce store.

While you could set any text field to lower case, there are a lot of fields in Google Analytics and some won’t matter that much. Here are some specific fields that are most useful to create filters for. When I set up a client account I always set these to lowercase.

  • Campaign Medium
  • Campaign Name
  • Campaign Referral Path
  • Campaign Term
  • Request URI
  • Search Term

This is because these fields are commonly used and also frequently contain mixed capitalisation.

If your eCommerce software creates events in mixed case it may also be beneficial to filter event data. However, I usually don’t do this myself if the software is producing the events consistently because the capitalisation of the first letter of an Event can be nice when reporting or visualising the data later. Ultimately, it’s results that count though, so you might want to check over your events to make sure they are OK.

Although this is a fairly simple tip, applying lowercase filters is not something that should be underestimated in value. Google Analytics can only give you accurate answers to your questions if you provide it with good data in the first place. The difference between a lowercase and uppercase letter may mean little to you, but in practical terms it could make a big difference to the quality of your results. So do ensure that you’re using lowercase filters in your filtered views.

Kiara Buccella Google Ads
The Quantified Web has managed the Mayfair Hotel’s Google Ad campaigns for almost two years now.
We have had a wonderful experience with Petra, she demonstrates great care for her clients and is proactive in providing insights and suggestions on how to optimise performance.
Petra is thorough and efficient in her communication and we would certainly recommend her to others businesses.

Kiara Buccella Marketing Executive of Mayfair Hotel Google Ads Management April 26, 2021

Kiley Hay Baby Carriers Australia

I have been working with Petra for over a year now after changing from a much larger digital marketing provider and I could not be more pleased with the service and results my business is achieving.

With my previous providers I felt disconnected with limited communication. Petra on the other hand provides me with knowledge and information in a language I can understand that helps me make informed decisions not just about digital marketing but also my e-commerce business as a whole.

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Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

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Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020

Amanda Matthews Ecommerce Google Ads
We have been working with Petra and her team at The Quantified Web for the past couple of years now. She has been helping us to build our online presence and sales with our supplement ecommerce business.
I struggle a lot with Google Ads and all the nitty gritty side to the adwords and algorithms, but Petra explains things in an easy to understand manner.
She and her team communicate with us well and frequently to keep us up to date on how our ads are running and what we can do to improve.
I couldn't recommend Petra and her team any more!

Amanda Matthews CEO of Body4Life [Ecommerce] Ecommerce Google Ads April 26, 2021