Five Pillars of Great Data for the Enterprise

Putting together an enterprise analytics implementation is no small task, especially when the project encompasses sites around the world. There are many considerations, beginning with questions like: How is data collected now? What does the site roadmap look like – will the sites basically stay as-is while the data improves, or are sites themselves being updated? How responsive is the organization’s IT? How centralized are IT, analytics, management, etc.? How digitally- and data-literate are site managers around the world? Who’s going to be working and/or consuming the data? After years of doing these projects, with a wide variety of organizations[…]

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GTM & GA: 50 ways to build a trigger

The problem is all inside your head She said to me The answer is easy If you take it logically I’d like to help you In your struggle to be free There must be 50 ways to build a trigger I want to track clicks on this button. Green Button Right-click (or control-click on a Mac) the button, and choose Inspect Element. Check out the button (and its inner <span> and containing <div>) code. All of the following trigger definitions will track clicks (or link clicks) on this button, using just the built-in variables. Enjoy! Link Click Trigger: {{Click URL}}[…]

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GTM & GA: Track all outbound links with one tag

We already did download tracking with one tag – now let’s use the same principles to set up outbound link tracking. Step 1: Enable default variables. We’ll use the same default variables that we used for downloads, so if you’ve already set that up, you’re all set. If not, enable {{Click URL}} and {{Click Text}}. Step 2: Set up the GA tag. Let’s think about how this should look in GA: Event Category: outbound linksThis value can be hard-coded in – the other two are dynamically populated by variables. Event Action: Similar to downloads, the destination URL of the outbound[…]

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GTM & GA: Track all downloads with one tag

There are a few things that live in almost every Google Tag Manager container I set up, and I’ll be covering several in the coming days/weeks. One of those is download tracking. GTM’s auto events are simply wonderful, because most of the time, there’s no need to handle one-offs at all anymore; I just add one tag and one trigger, and BAM, all downloads are tracked. Not only that, you can dynamically send more useful data to GA than you probably ever have in the past. Here’s how it works! Step 1: Enable default variables You’ll need the “Click URL”[…]

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GA Summit 2015 – awesome as always, and they used my quote!

I love the GA Summits. I think this was my 6th one, and they’re always great. It’s awesome to get the inside track on what’s coming, and to spend a couple of days thinking creatively and collaboratively with other analytics people. Best of all, though, is how awesome, friendly, open, and responsive the Google employees are. It’s so, so great to be able to get tips, answers, and ideas from the actual people who are literally building the products. This year was extra exciting for me personally, because during Lukas Bergstrom’s session about Google Tag Manager, he used a quote[…]

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SVAMA Morning Forum Series and Tibetan numbers

Last week, I gave a presentation on Improving Marketing ROI Through Web Analytics for the Silicon Valley chapter of the American Marketing Association. It was a great group of people and a lively discussion. My presentation centered mainly on building a story around web analytics, and specifically bringing the story of the customer lifecycle to life through the integration of analytics throughout the cycle. One of the things I got to do, since this was more of a personal viewpoint presentation, was use this slide: Tibetan has different symbols for numbers, which came as a surprise to me since every[…]

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Reasons for Direct Traffic

Let’s talk about web analytics. After all, I am a Math Detective. An International Math Detective. One mysterious thing that comes up again and again is Direct Traffic. Technically, it’s anything that doesn’t have any information in the referrer field of the request. In theory it accounts only for people who type your URL into their browser, or arrive via a bookmark. In practice, there are a LOT of other ways for the referrer to get stripped from a request. I keep looking around for these lists, so I’m compiling my own here. I reserve the right to update this[…]

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New analytics audio

Taking things in a new direction, I started modulating pitch based on daily visits. (Well, technically, average hourly visits by day.) When I showed it to Gabe, his response was, “Are you talking to aliens or something?” This one modulates the pitch based *changes* in visits per day. When you hear a blip of a high note, it means that day had a big jump in visits. This one modulates the pitch based on the raw number of visits per day. This data spans a few years, so as the site gets more and more visitors over time, the pitch[…]

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Google Analytics custom filtering

I have a client with a sort of complex setup. We host most of their site, so we can manage URLs and page titles. However, their press releases are hosted offsite, where we have very limited control. Unfortunately those are files on which they need very specific reporting. They need to see aggregate page views to these pages as well as be able to look up views to specific press releases. The page URLs are unintelligible, and the names have nothing in common, but all of these pages are in the same folder on this offsite host. I can get[…]

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