Digital Analytics

What is happening, where and how much? Practitioner-written articles on digital analytics and tag managers.

UTM Parameters: A Complete Guide for Traffic Attribution

Traffic attribution identifies which sources drive visitors to a web property. And it’s impossible to credit a conversion to the correct source without first knowing how a visitor got to a website.

In other words, the foundation of conversion attribution is traffic attribution. Simple as it may sound, attributing a session to its traffic source can be tricky, even impossible.

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Google Analytics vs. Google Analytics 360 (Based on a Decade of Implementations)

For companies that build their analytics on Google products, purchasing Google Analytics 360 is a symbol of maturity. 

As a business grows, it inevitably runs up against limitations of analytics tools. For example, while the data aggregation process in Google Analytics seems like a “normal” feature, it might be a hurdle if your business needs to process data at the hit level instead of by sessions or campaigns.

It’s one of many potential business needs that could affect your decision to upgrade to a Google Analytics 360 license. But is it worth the serious investment?

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How to Use Google Data Studio to Build Better Dashboards

Set up the measurement tool. Clean and process the data. Turn it into information. Analyze it. Extract insights.

That’s hard work. But to have value, there’s still another step—the work must also be well communicated. You want data to form a straight line from KPIs to influencing business decisions.

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Tracking Multiple Domains: Setup & Reporting for Dozens of Sites

How do you coordinate the analytics setup of a web shop that sells their products all over the world—if you have to handle 10+ languages and currencies in over 80 countries?

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Kaggle: A Marketer's Guide for Analytics and Data Science

Kaggle, the Google-acquired data science platform, started as a virtual meeting point for machine-learning geeks to compete on predictive accuracy scores.

It evolved into a Swiss Army knife for data science and analytics—one that can help data professionals, including data-driven marketers, elevate their analytics game.

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Behavior-Based Attribution Using Google BigQuery ML

Why create a custom attribution tool? Because with out-of-the-box tools, you’re limited by their functionality, data transformations, models, and heuristics.

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Tealium iQ: What Can It Do? And How Does It Compare?

When most people think about tag management, they think about Google Tag Manager (GTM), Adobe Launch, and Adobe DTM. And, usually, companies are using the tag manager provided by their chosen web and/or app analytics vendor.

This article highlights what a vendor-agnostic tag manager product, Tealium iQ, brings to the table. Tealium iQ is a feature-rich product that also has a unique angle to tag management compared to the market-dominating products.

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Measurement Protocol 101: Improve Your Google Analytics Data

Google Analytics and Google Tag Manager have limitations. Often, these limitations are outside your control (e.g., technical aspects of a website that can’t be changed).

Fortunately, many issues—such as updating a user status from your CRM or sending refund data—are solved by using Google Analytics’ Measurement Protocol

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Google BigQuery: A Tutorial for Marketers

When it comes to Google BigQuery, there are plenty of articles and online courses out there. Most are “tech to tech” explanations—which are great. But they can be intimidating for those beginning their marketing-to-tech journey.

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Multichannel Attribution: How to Measure the Unmeasurable

If you’ve ever tried to build an attribution model that wasn’t position-based (i.e. last click, first click, linear, etc.), you might have felt overwhelmed. But customer paths are non-linear and pretty complicated—sooo many things influence conversions. 

Most businesses have a lot of data about customer behavior: the devices they use to purchase, ads, competitors’ pricing, keywords, etc. But they can’t make sense of it all.

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