GTM Analytics Academy Course Open Till July 24th!

I’m INCREDIBLY excited that we launched our newest Analytics Academy course last week (June 23rd). This course is all about Google Tag Manager and is aimed at helping marketers, analysts, and developers quickly get up to speed on GTM, tagging best practices, and using tag management to improve your analytics (and other tags) implementation. And I’m INCREDIBLY excited that I have the opportunity to be the instructor for our newest course! This opportunity allows me to bring my passion for teaching GTM to both a technical and a less technical audience and to help GTM education reach the masses. I couldn’t be more excited! If you’re not familiar with the Analytics Academy, here’s the quick history and relevant links: there are currently 5 courses: Digital Analytics Fundamentals, Platform Principles, Ecommerce
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I’m a Woman in Tech: How it Helps Me and Hurts my Gender

I’m an analytics professional. A teacher. An advocate. An advisor. I work in tech. I work with engineers, developers, marketers, sales, product, and ops. I work with all levels, from analysts to executives. And I am a woman. Until recently, I’ve hadn’t put much thought into what that really meant for me professionally. I attribute that to a couple of reasons: I’ve (almost) always had managers who have treated me with respect and pushed me, advocated for me, and promoted me based on the quality of work and the contribution to the business  I’ve delivered. Not based on my gender. And also because I’ve never seen myself as a feminist (I’m not saying this is good or bad or that being a feminist would require me to think about what
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Step by Step: Adding a Second GA Property via Google Tag Manager

Placing more than one analytics property ID on your website can be very beneficial. This gives you the ability to send analytics data to more than one property in Google Analytics and can be used to analyze different segments of traffic, control access for different groups of stakeholders, link additional features to a particular property, and many many more reasons. Each business will have their own reasoning for sending data to multiple properties – what’s yours? Leave your reasons in the comments section, I’d love to hear! The days of double tagging a website via code on your page are gone… Well, not really, you can still do it, but I wouldn’t recommend it. In fact, it’s never been a highly recommended practice for a many reasons, here are a couple: Multiple instances of
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Step by Step: Setting Up Advanced Google Analytics Goals & Funnel Visualizaitons

I often get asked what my top few tips or must do’s for Google Analytics would be. The first two are always the same: setting up Campaign Tracking, and setting up Goals and Funnel Visualizations. Since I’ve previously written a Step by Step Guide for Campaign Tracking, I’m going to focus on setting up Goals in this post. Why are goals so important? Because they allow you to track specific actions against your traffic, revenue, and conversion data as well as setup experiments to optimize against them. Similarly, enabling a funnel visualization for a goal will allow you to track your users along the path to completing a goal if there are multiple steps so that you can see where there might be holes in your funnel or track the
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Test Design: The Official Doc

If you are running a testing program, then you’ve more than likely had to think about what should go into a test you are running. This could include the problem statement, your hypothesis, how many variants, how different these variants will be, what your measures of success will be, screen captures, and more. It’s important to create a doc or some sort of accessible page/application for your teams to be able to reference this information. This helps to foster and open and collaborative culture of optimization. It will also help you as you look back to understand what your test objectives were and how the test did compared to those objectives. I track all of this via a Google Doc for each test I run. I used the same template for
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Best Practice Solutions Guide: Implementing Google Analytics via Google Tag Manager

Towards the end of last year, I heard feedback from a few of our clients that there wasn’t a lot of good documentation on how to implement Google Analytics via Google Tag Manager. I felt this pain because I’d been in their shoes. For the previous couple of years I’d been on the practitioner side implementing GA via GTM and I knew exactly what they meant. So I decided to write a guide on how to implement a lot of common GA features via GTM from a practitioner viewpoint. I wanted to be sure to call out the gotchas and best practices that I’ve learned from good, ol’ fashion experience of doing this stuff myself. So today I’m really excited to share with you what I’ve been working on. We just
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Digital Analytics is all About Context – Lessons from #TheDress

Over the past couple of weeks I have presented at a few conferences (SummitUp in Dayton, Ohio and UnSummit in Salt Lake City, Utah) on the topic of People, Process, and Platform. Now, before you roll your eyes because you’ve heard it all before, let me let you know that you won’t be getting my whole speech in this blog post. In fact, you won’t be getting any of the core parts. Instead, I want to remind you of the importance of the people you have looking at, analyzing, interpreting, and telling stories about your data, as I did to the audiences at these conferences. Most of you will have seen #TheDress, #DressGate, #WhiteAndGold, or #BlueAndBlack over the past couple of weeks. For those of you who haven’t, let me
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Business vs Marketing Analyst – Roles, Skillsets & Career Paths

I was recently chatting with a young women who happens to be a senior at Chapman University in Southern California and is an aspiring analyst. She mentioned she had just been to New York for a school trip where she had learned a lot about financial analytics, and she asked me my thoughts on financial analytics vs web analytics. Were they two different things? Were the skills transferrable? What were the main differences? After chatting with her about this for a good 15 minutes I thought it would useful write it all down in a blog post to share more broadly. What are the main differences between a Business Analyst and a Marketing Analyst? A business analyst is generally someone who sits in a business operations, finance, or marketing operations
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Step by Step: Outbound Link Tracking in Google Tag Manager

Following up on last week’s post on event tracking, I thought it would be a good idea to deep dive on outbound link tracking. Outbound link tracking is super easy to setup using Google Tag Manager and the insights you can gain by understanding the most common paths to leaving your website are definitely worth the minimal effort to implement. So, without further ado, here is a step by step guide to setting up outbound link tracking via Google Tag Manager. Before you being, be sure you’ve enabled the necessary pre-defined variables in Google Tag Manager. Step 1: Create a new tag in Google Tag Manger. – Select ‘Google Analytics’ as the tag and Universal Analytics as the tag type – Choose ‘Click’ for what triggers the tag to fire
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