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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 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. »

3 steps to remove all sensitive user data from Hotjar

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If you're not using Hotjar yet, you should be. While Google Analytics gives you a lot of quantitative data to interpret, Hotjar focusses on qualitative data, letting you know exactly what actions your visitors are taking on your site. We're talking heatmaps and screen recordings here. Screen recordings are especially useful as you can actually watch a user navigate through »

Improve your customer journey with data collection

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During my talk at Growth Hacking symposium in March, I presented a guide for setting up data collection for any project, startup or website. In this post, I’ll discuss that specific guide and help you set up your basic metrics. Why should you collect data? Let's start with the most important question: why should you set up a data »

What to look for when selecting a customer identifier

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Recognising a user across channels can be a challenge. But if you're able to do so, you can answer some interesting questions: What part of my offline sales can I attribute to online orientation behaviour? How many online orientations result in an offline purchase? For cross-channel reports, it’s important to collect the right data. If you do so you »

How to create a random data view in Google Analytics

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If you're a web analyst, and you’re really proud of a analytics solution or report, you might want to share that solution with others. The hard part is that the company, agency or startup you're working for often doesn’t want you to share the data publicly. And if they do, they'll require you to randomise the data. What »