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Google Analytics hit scope custom dimensions and metrics

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Google has given us a great analytics tool with Google Analytics. But sometimes you have to connect information from different parts of their documentations to find a solution. Tracking a hit scope custom dimension or metric is an example of this. In this post, I'll connect the dots for you, so you don't have to. The Google documentation Let's start »

The current state of app analytics

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Somehow, analytics and tag management for apps seem to stay behind compared to the options we have for websites. And I haven't really seen this change over the past few years. To give you an example: during the unconference day of Measurecamp 2017 in Amsterdam, zero talks were about apps. This is why I'm focussing on app analytics and tag »

Every tag manager setup needs a general blocking rule

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A tag manager allows you to disconnect your marketing tags from your website. It puts the control of these tags in the hands of the people who use them: marketers. It also disconnects all the tags from your developers. This is good for flexibility, but not quite as good for developers as they lose control of the scripts that run »

How to optimise for better customer journey data

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When we think about conversion rate optimisation, the goal is often to improve conversion on your website. But what about improving data collection? In the ever growing complexity of data collection in a multi-device world, I think it is time for tests that focus on data collection (and data-first UX). We need it to truly understand the user. Device-first is »

How to analyse chatbot data

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As 2017 might very well be the year for chatbots to go mainstream, now is a good time to discuss a way to analyse them. It turns out it’s easy to apply web-based customer journey analysis to a conversational interface. Let's begin. Limitations of standardised reporting Currently, chatbot insights that platforms offer are limited. Let’s take Facebook’s »

Debugging Google Analytics measurements

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Google Analytics is a powerful tool, but sometimes it’s hard to tell in what format an event is measured, or if a page view uses the actual URL for input or a virtual page path value. It's especially hard when you weren’t involved in the measurement setup. This is why you should learn to check Google Analytics measurements. »