Be Critical – Google Analytics and Google Tag Manager

By Simo Ahava @ Netbooster – Head of Analytics www.simoahava.com Twitter: @SimoAhava

I’ve been following Simo’s blog for quite some time and meeting him in person is truly a pleasure.

The Rant

The major problem with Google Analytics is that it is designed for the masses, it is meant to fit overall businesses.

Google Analytics is a tool designed to work on most websites

Google Analytics is a tool designed to work on most websites

“Reporting on a single metrics or snapshot of a funnel is like telling only the punchline of a joke”

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Sessionization schema

Event tracking schemas

  1. Interaction events
  2. Page view events

Transactional Schemas

These are sessions with an eCommerce transaction.

  1.  All sessions data is arbitrary
  2. Data quality is something you work towards
    1. Make metrics / KPI’s more meaningfull
    2. Stay away from aggregate metrics
      1. Segment
      2. Customize
      3. Combine
      4. Visualize

Aggregate > Segment > User centric > Cohorts > Predictive

  • How can an arbitrary, fictional metric ever be a good KPI
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