Simo Ahava's blog

There are many tools and methods to make Google Analytics more manageable. Google Tag Manager is probably the best known of these, and you can find many, many articles about GTM on these pages as well. However, today I want to tell you about one of the features of Universal Analytics that hasn’t, as far as I know, received too much attention. It’s funny, because at the same time almost everyone uses the feature in the shape of eCommerce, enhanced link attribution, and cross-domain tracking. Read More…

There are many tools and methods to make Google Analytics more manageable. Google Tag Manager is probably the best known of these, and you can find many, many articles about GTM on these pages as well. However, today I want to tell you about one of the features of Universal Analytics that hasn’t, as far as I know, received too much attention. It’s funny, because at the same time almost everyone uses the feature in the shape of eCommerce, enhanced link attribution, and cross-domain tracking. Read More…

Here’s a very quick tip this time, but one that’s caused a lot of headache for many Google Tag Manager users. Tip 21: Use the All Pages Trigger correctly Let’s face it, All Pages isn’t really an intuitive Trigger name. Many seem to interpret it as: enable the Tag to fire on all pages, but use the other Trigger (e.g. Link Click) to actually fire it. As it turns out, the All Pages Trigger will fire the Tag on all pages. Read More…

A year ago, I wrote a Year In Review post for one of the craziest 365 days of my life, both personally (got married), and professionally (started at NetBooster, and toured the world talking about Google Analytics and Google Tag Manager). Now it’s time for another recap, and the chance to announce a big change in the Simoverse. No, I will not be joining Google (made you think so! Read More…

If you read my previous post on fetching the Client ID from the Universal Analytics tracker object with Google Tag Manager, you might have agreed with me that it sucks you can’t access the tracker object interface in real time using Google Tag Manager. This is because all of the set commands you add to a Universal Analytics tag template take place before the analytics.js is loaded and the tracker object is properly created. Read More…

Since writing my rant about the schema conspiracy of web analytics platforms, I’ve been giving the whole idea of hit-level data collection a lot of thought. Sessionization is very heavily implemented in Google Analytics, which is understandable, but the regular Google Analytics API just doesn’t give you the kind of information you’d need, if you wanted to stitch hits together differently in your own backend. In fact, there are four distinct levels of aggregation that are not exposed via the API, even though I think they should: Read More…

On March 30th, right on (the latest) schedule, the Migration Assistant tool was published for Google Tag Manager V2. This tool lets you opt-in to account migration for your legacy Google Tag Manager Accounts. Migration means simply that the accounts will be converted to V2 accounts, and you will have access to all the new features the upgrade provides. In this #GTMtips post, we’ll go over the migration steps (it’s pretty simple), and I’ll leave you with a couple of tips on how to get started with the new features. Read More…

One of the unfortunate misunderstandings regarding the wonderful Google Tag Manager Preview mode is what it actually means when GTM reports “Tags Fired On This Event”. For many, this seems to indicate that whatever code the Tag was meant to execute also completed successfully. However, this is not the case. Tip 19: Debugging Tag execution vs. actual requests Let’s get the distinction straight right away: Google Tag Manager debug panel tells you when a Trigger has been invoked by certain conditions, and the Tag which uses this Trigger has its JavaScript injected into the Document Object Model. Read More…

In 2013, I wrote a guide for Universal Analytics and Google Tag Manager on how to poll for weather conditions, and send this information to Google Analytics as a custom dimension of the session. The guide was intended as a technical introduction to Google Tag Manager, and I think it succeeded in that. However, GTM has changed a lot over the last 1.5 years, and I’ve made some improvements to the method along the way. Read More…

(Updated 15 July 2015: Added a huge simplification. Jump straight to the update at the end.) URL fragments are strings of characters that follow a hash mark (#) in the URL. Typically, they are used for anchor links, where following a link keeps you on the same page but jumps the browser to some anchored position. They’re also the tool of choice for single-page apps, where content is served dynamically without page reloads. Read More…

A schema is something that data processing platforms such as Google Analytics apply to the raw hit data coming in from the data source (usually a website). The most visible aspect of Google Analytics’ schema is how it groups, or stitches, the arbitrary, hit-level data coming in from the website into discrete sessions, and these are actually grouped under yet another aggregate bucket: users. But you already know this. You’re looking at metrics like Sessions, Bounce Rate, Conversion Rate, and you’re using them or variations of them as KPIs in your dashboards and whatnot. Read More…