Plan what to measure, tag campaigns consistently, hand data to your tags properly, find out why events go missing, understand attribution and know what privacy law asks of analytics.
Outcomes
Explain what a data layer is and why it exists
Describe how each common attribution model assigns credit
Say what counts as personal data in analytics
Write a dataLayer push for an event and for page information
Read a model comparison on a single journey
Explain how GDPR and the ePrivacy rules apply to cookies and similar technologies
Covered
Learning plan
Each lesson is short enough for one sitting and ends by pointing to the next.
ArticleMeasurement PlansDoneStarted
Most tracking projects start by tagging everything. The ones that pay off start with a one-page document that says which decisions the numbers are for.
Best practicesUTM ParametersDoneStarted
Five tracking parameters, one rulebook and a small script that enforces it, so 'Email', 'email' and 'e-mail' stop appearing as three different channels.
ExplainerTag ManagementDoneStarted
A data layer is a plain JavaScript array where the page states what is happening, so tags read agreed values instead of scraping the page and failing at the next redesign.
TroubleshootingGA4 Tracking AuditDoneStarted
Work from the browser to the report in order: does the tag fire, does the event arrive, is it filtered or delayed, and is it configured so the report can show it?
ExplainerAttributionDoneStarted
First click, last click, linear, time decay and position-based, applied to one customer journey so you can see exactly how much each model changes the answer.
ExplainerGDPRDoneStarted
Personal data, lawful basis, consent for cookies, retention and transfers, explained for people who run analytics. General information, not legal advice.
Questions
Open the first lesson now: nothing to install, nothing to sign up for.