Why you should stop using Google Analytics (as we know it)
Google Analytics has grown to be the most common means of tracking web behaviour since its launch in 2005. However, the tool itself hasn’t really been updated since the launch of its ‘Universal Analytics’ in 2012. That’s almost eight years ago, and eight years is a long time in the online world. Now might just be the right time to ditch the good, old Analytics and start using, yes, Google Analytics.
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GTM Custom Templates: how to think about building your own
Custom templates are a way to make tag management even more manageable, scalable and secure. GTM’s custom templates can seem very limited, since they’re built on a very restricted, sandboxed version of JavaScript. There's much potential in custom templates, but it helps to think about the fundamentals of tag management when you start building your own custom template. In this post I’ll show you my thinking behind a custom template for building a frequent-flyer style tag to track user behaviour as an attribute.
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ITP 2.1: Why you won’t make your advertising targets, but will finally understand how cookies work
Last February, Apple introduced version 2.1 of their so-called Intelligent Tracking Prevention (ITP) causing major impact on a number of fields: A/B testing, analytics, affiliate marketing, conversion tracking and most importantly remarketing. The short version is you won’t be able to target Safari users after seven days. The long version takes us back to the internet in the ‘90s and makes you rethink the results of your online ad spend.
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