Step-by-Step: QA Your GTM Container with Preview and Debug Mode

Previously, I’ve showed you how to implement a basic Google Analytics page view tag, event tags, and outbound link tracking using Google Tag Manager. An important step prior to publishing any tag in GTM is to QA the tag prior to publishing. You can do this with the ‘Preview and Debug’ mode in GTM. This functionality can help ensure that your tags are firing correctly, as well as highlight any potential discrepancies in the tag setup prior to publishing to your production environment. This is a quick process that you can accomplish in just a few steps: Step 1: Setup your tag. In this case, I’m testing a new pageview tag called ‘gaPageview Test’ on this blog, kristaseiden.com. You can see the tag and trigger setup here: Step 2: Once you’ve completed the tag you’re working on, you’ll want to go into the ‘Preview and Debug’ mode via the button in the upper left hand corner of the
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Women in Tech: Working in a World of Unconscious Bias (and what you can do about it)

As #womenintech, #ILooklLikeAnEngineer, and prominent voices such as Anne-Marie Slaughter and Susan Wojcicki become more and more mainstream in everyday conversation, and the topic of equality in the workplace gains traction, I have to pause and reflect on how this growing movement of support for women’s equality has impacted me and those around me. As women, we have made huge strides since gaining the right to vote via the 19th amendment in 1920. I can’t sit down and write an article like this without a hat tip (or a bonnet tip) to the likes of Susan B. Anthony, Elizabeth Cady Stanton and many other brave women who paved the way for women’s equality, dating as far back at the 1840’s. Growing up in the 80’s and 90’s with three older sisters and two
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Custom Funnels Joins the Periodic Table of Google Analytics!

A couple weeks ago I was in Australia for the Loves Data Analytics Conference and had a chance to chat with Jeff Sauer, better known as @Jeffalytics, about some of my favorite Google Analytics 360 reports. You may be familiar with Jeff’s Periodic Table of Google Analytics. I’m excited to say that I’ve added a new element, Custom Funnels. I’ve written about Custom Funnels before, and am always excited to share more about them, because they can be so powerful, especially for remarketing based on fallout from a determined path, such as a checkout funnel. Check out some of my thoughts in this video:   Watch @kristaseiden explain how to 📈🚀💪 make your #business #data speak volumes with @googleanalytics 3️⃣6️⃣0️⃣ feature – Custom Funnels! pic.twitter.com/BoNkUPxEX4 — Jeffalytics (@jeffalytics) November 11,
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How to Improve Engagement Tracking with Event Tracking

Better data enables better decision making, and it begins with how you track it – to provide more context to what’s already out there. Because by knowing more about the context, you’ll be better equipped and informed. When I’m interviewing prospective interns or senior roles for our marketing team and we get to questions about their knowledge of Google Analytics, I always ask them two questions to get a sense of their proficiency level: Have you worked with Advanced Segments Do you know how to use Event Tracking and can you explain how it works? To me, both are essential for getting a better sense of the data and the users on your site. With this post I’d like to explain the importance of Event Tracking and how we use
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Reflecting on 4 Years at Google

Reflection is part of growth. Looking back and examining what has gone by, what has been accomplished, where I’ve fallen short, and where I still need to improve is an important exercise to move forward. This morning, I read back through my blog post reflecting on my first year at Google, and I was surprised to remember how much happened in that first year. It made me think about all that’s happened since, and most recently, this past year at the Goog. I’m writing this post while on vacation in the Philippines, at the tail end of a quarter long assignment to work in Asia. If that one sentence doesn’t sum up the adventure that the past 4 years has brought me, I don’t know what can. To hear more
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Using GA Attribution Reports to Optimize Ad Spend

Over the past couple of months, I have spoken several times to a variety of audiences about Attribution, specifically about using the Attribution reports in Google Analytics. It’s a topic that doesn’t get a lot of spotlight even though the insights and findings can help you to significantly influence Return on Ad Spend (ROAS hereafter) for integrated ad campaigns from DoubleClick and AdWords. You might be questioning me when I say this topic ‘doesn’t get a lot of spotlight’, because yes, Attribution is a major buzzword and if you’ve been at any analytics conference in the past 5 years you’re sure to have had your fill of hearing it. What I mean though, is that we don’t often hear much about actually using these reports, from an analyst’s perspective. So
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A/B Testing Dried Mangoes for Fun and Learning

Recently, a coworker brought back a bag of dried mangoes from the Philippines as a gift for me, telling me that they are the best dried mangoes in Southeast Asia (hereafter, SEA). This coworker happened to be from the Philippines and was for sure a bit biased in her opinion here… Another coworker sitting next to me overheard the convo and piped in, saying that everyone wants to claim that mangoes from their country are the best. Apparently, this was an ongoing and playfully heated convo in the office. I’ve been known to host data-driven social tasting events in Mountain View for the Google Analytics team, such as a Scotch tasting, Craft Beer and Guac-off, and Whiskey and baked goods. These events are always fun, get people talking and interacting,
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New Default Position for Widgets Added to a GA Dashboards!

Some time ago, a few analyst friends tweeted about wishing new widgets in Google Analytics dashboards could be added to the bottom by default rather than the top. As an analyst who has made and maintained MANY GA dashboards, I couldn’t agree more. By adding the widget to the top, the analyst is forced to immediately re-organize their dashboard widgets as they likely already had a particular setup they liked and the new widget disrupts that. Adding it to the bottom of the dashboard instead allows for easier customization and less user frustration. <— this was the justification I used when I submitted this feature request/change. Well, I’m SO excited to report that after a short wait (ok, a decent wait, but hey, we were busy building the Google Analytics
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Mixing Google Analytics Dimensions and Metrics

Following Krista’s excellent post on using secondary dimensions in Google Analytics, this post will explain the GA represents your data using its internal data model and why it’s important to understand this. You’ll see that certain combinations of metrics and dimensions don’t mean what you might think, and that some are actually completely invalid. We’ll cover examples of secondary dimensions and custom reports where seemingly sensible reports are invalid and how to spot and avoid these mistakes. Introduction We see the world through our eyes, we smell the world through our nose, we taste it in our mouths and we feel it in our finger-tips. We perceive the world using the same senses but, philosophically we have unique, individual perspectives when we think about the world and what it means
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