This post sets out to solve a very specific problem: namely, how to balance the competing demands of a platform-agnostic Data Layer and the Enhanced Ecommerce plugin for Google Analytics. This might sound niche, but you’d be surprised how many large ecommerce websites using Google Tag Manager eventually run into this challenge.
Data-driven marketing means understanding what works. This article explores the ways in which the Custom Dimensions feature can supercharge your Google Analytics reporting setup with actionable insight into the ROI of your marketing activities. I run through several practical examples before diving into the various options for implementation.
Aside from the duplication issues which are inherent to URL parameters, UTM tracking is a pain for marketing teams to implement and maintain. I’ve recently experimented with an alternative campaign tagging method; by combining hash fragments with GTM lookup tables, you can retain many of the benefits of UTM parameters while negating (most of) their drawbacks.
A comprehensive guide to the basics of Google Analytics. This resource for beginners explores the fundamentals of digital tracking, the Analytics account structure, the new reporting interface, and key concepts behind meaningful reporting.
In the year since I wrote it, my guide to building a Raspberry Pi-powered terrarium has been read over 15,000 times. I’ve now moved it to a new website: Tom’s Carnivores, at www.carnivorousplants.co.uk. I’ve been fascinated by Venus flytraps and pitcher plants since I was little, and I plan to build this site into a modern resource for today’s growers.
It’s also an exercise in modern web development - I’ve opted for a JAMstack approach, using the static site generator Hugo with npm as my build tool. Code is hosted on GitHub and deployment via continuous integration is handled by my web host Netlify. Look out for my Highcharts-powered data visualisations, which are launching imminently.
This tutorial explores the Content Grouping feature in Google Analytics, running through common use-cases, the various ways it can be implemented, the difference between content grouping and custom dimensions, and solutions to some of the most frequently encountered problems.
During research for my feature on remastered games for Polygon, I was lucky enough to speak with Frank Cifaldi, Head of Restoration at Digital Eclipse. Only a tiny part of our conversation was included in that feature, and so I‘ve presented it here in full for the benefit of those who are interested in the subject. TB: You mentioned to The Verge that video games occupy a unique space among other forms of media in that they are tied to the technology they were originally made for.