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Digital Analytics

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

Pitching a Data Strategy? Here's How to Ensure the C-Suite Says “Yes.”

Are you a CMO who thinks accurate attribution is a pipe dream? Or a customer experience director who has to hack together data to create something resembling a customer journey?

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5 Analytics Questions You Should Always Ask

In digital analytics, it’s all about asking the right questions.

Sure, in the right context, you can probably get by doing what Avinash Kaushik refers to as “data puking,” but you won’t excel as an analyst or marketer.

In addition, you’ll consistently come up short on bringing true business value to your company.

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Raw Data & Google Analytics: A Game Changer

For a long time, I considered standard Google Analytics reports to be the best way to get useful insights. From time to time, I struggled with sampling, limitations, and weird results, but I didn’t see a way around it—until I discovered Google Analytics 360 and raw data exports into Google BigQuery.

After a few hours playing around with SQL, I was already able to deliver insights I never could have with aggregated Google Analytics reports. Since that day, I’ve been exploring how raw data can be a web analyst’s best friend.

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Web Analytics Analysis

For a web analytics analyst or a data-driven marketer, these are words to live by: “Without data, you’re just another person with an opinion.”

Optimization isn’t about educated guesses and hunches, no matter how many years you’ve been in the industry. It’s about doing the research, asking the right questions, digging for clues in problem areas, paying attention to the signs when they appear, and running smart A/B tests.

Web analytics analysis is a big part of that. It helps separate the optimizers from just another person with an opinion.

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How to Calculate Lifetime Value for Subscription Ecommerce

Subscriptions are an increasingly common way to buy products online, whether consumables like coffee and energy supplements, or personalized lifestyle boxes and fashion. 

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Data Discrepancies in Google Analytics: What Can Go Wrong, Why, & How to Fix It

Google Analytics shows 104 conversions. Your CRM shows 123 new leads. Heap reports 97. And so on.

It’s easy to get frustrated by data discrepancies. Which source do you trust? How much variance is okay? (Dan McGaw suggests 5%.)

For most companies, Google Analytics is a—often the—primary source of analytics data. Getting its numbers aligned with other tools in your martech stack keeps results credible and blood pressure manageable. 

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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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Tag Management: How to Monitor & Improve Site Performance

There are hundreds of services for site tracking, advertising, customization, and, in general, souping up your ability to measure, reach, and convert your visitors.

Most services rely on JavaScript to track the activity of visitors on your website and report on—or respond to—their behavior.

When people talk about “tags,” they’re talking about snippets of JavaScript provided by third-party services like Google Analytics, AdRoll, Adobe Analytics, etc.

Each tool can improve your ability to reach and serve customers, but it also means adding a new piece of JavaScript (i.e. a tag) to your site.

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Join this 6-week live, interactive training program to learn how to extract the right insights from your data, so you can take data-informed action.

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