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7 reasons to use Snowplow besides Google Analytics 360

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We recently got the question: if we start using Google Analytics 360 and Big Query, do we still need to use a second data logger like Snowplow Analytics? A great question. I discussed this question with our data team and it turns out using Snowplow (an open source data logger) besides premium analytics tooling like Google Analytics 360 has several »

Connecting offline sales to online campaign sources with Google Analytics - Part 2

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Connecting offline to online is a challenge, but this week we did it. We’ve measured our first offline sales in Google Analytics, and we can directly attribute these to online campaign sources! .... This post describes the general system. The second post will discuss the actual code used in the system. The text mentioned above is a recap of the »

Google Analytics' new event metrics explained

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As of today, Google has added two new event metrics to Google Analytics: Unique Events (New) and Unique Dimension Combinations. If you still use the old metric, you'll get a message telling you that it will be dropped: Unique Events are deprecated warning in Google Analytics. Let’s see how the two new metrics work. Update 13/09/2016: it »

What is a tag manager?

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We’ve been working with tag managers for about three years now, but we still notice some unclarity about what a tag manager is amongst both colleagues and clients alike. Let’s clarify things. What are tags? First things first: what does tag in tag manager stand for? Tags are generally code snippets that you’ll want to place on »

Connecting offline sales to online campaign sources with Google Analytics - Part 1

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Connecting offline to online is a challenge, but this week we did it. We’ve measured our first offline sales in Google Analytics, and we can directly attribute these to online campaign sources! Awesome right? In this two-part post series, we share the theory behind the system that gives us these insights, so you can setup a similar system yourself. »

Optimizing banner ads by tracking banner interaction

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In general banner optimization is focused on, for example, A/B testing a creative and tracking impressions, clicks and onsite (micro) conversions. But once a banner visitor enters the website and continues his path through the funnel, each step makes it more difficult to link an action completely to the initial banner he clicked on. And while there are many »