Why Redundancy Matters in Event Tracking When it comes to event tracking in Google Tag Manager (GTM) and Google Analytics (GA), redundancy is not a sign of inefficiency; in fact, it’s a crucial safety net. Implementing redundant triggers for each essential conversion events or GTM tags helps ensure data accuracy and reduces the risk of…
Category: Analytics News and Information
Better Reporting for Better Decisions
Yes, it’s that time of year when we start thinking about what we’ll do differently next year. Among the many challenges we all deal with is managing information, and more specifically how we consume information. Often we are not faced with too little information, but far too much. To make well-informed decisions, we need to…
Why do we need server-side tracking for Google Analytics?
Before we jump into server-side tracking for analytics it is important to understand the state of website tracking up to this point. For simplicity, we are going to use Google Analytics as the tracking tool for this discussion. But, the same ideas apply to virtually every analytics and user tracking tool out there. How site…
Website Analytics and Reporting
I’ve been asked what we use for analytics and tracking. The short answer is Google Analytics (like most everyone.) But, I think a better way to think about it is “how do you use your analytics platform?”, whatever it is. We find that we are creating different implementations for our clients, but every implementation has…
Digital Marketing: The Long View
Since it’s beginning, digital marketing has been thought of as the medium that can move quickly. Make a change to your AdWords account, and it shows up almost immediately. Change your display ad, and the ad server will start delivering the new one right away. This ability to have a nearly immediate response to our…
Top 3 roadblocks to using marketing analytics
No objective / plan In the 4th quarter of every year companies start planning for the upcoming year. The problem is that the planning starts with budgets. They look at what was spent over the past year, consider if the activities will remains consistent or change and adjust the budget accordingly, or just arbitrarily cut…
UTM Tracking for Your Google Analytics
Okay, starting with a couple of assumptions. 1. You care about knowing where your website traffic is coming from and finding better places from which to get it. 2. You have, or are willing to get, Google Analytics (GA) setup on your site. If you are putting links in social media or paid advertising, you…
Adobe’s Best of the Best – less engagement is good
As designers and marketers, the best thing we can do for our website users is help them get off our sites a fast as possible. Take a look at Adobe’s study and a few things stand out: Traffic from smartphones is growing year over year (no surprise) For some industries desktops remain dominant Users are…
Digital Analytics: Getting the Right Information
How do you organize your actionable information from digital analytics? Good marketers are curious people and seek out information. This is a good trait, but too much of a good thing… Organizational Culture Information overload is a major challenge for many people and organizations. We have come to a place where we want information as…
Digital Analytics: Are you Measuring & Acting?
Are you really ready for accountability? Individually, I hear people talk about wanting to measure their results, and then the fun begins. What are your metrics? “I Don’t really know.” Ok, what is your boss being held to? “I Don’t really know.” How about your peers, do they have metrics? “I don’t think so.” I…