This is a guest post – the first one in a long time! The foreword and summary are written by me, Simo, and the rest is by my esteemed guest author. How fortunate was I to have been contacted by Arben Kqiku, Digital Marketing & Data Manager from comtogether. Arben is one of our many Simmer students, and he’s walked through the Query GA4 Data In Google BigQuery course, learning a lot along the way.
For the longest time, Google has been working towards consolidation of their products to build a unified tagging platform. Products that are instrumented (or associated) with “tags” would fall under this umbrella. These comprise tools like Google Tag Manager, Google Ads, Google Optimize, and, of course, Google Analytics. If you’ve been peeking under the hood, you might have noticed how all the tools listed above already run through the gtag.js library.
Seven years ago, I wrote on my former employer’s (the amazing Reaktor) blog a tongue-in-the-cheek article titled 10 Truths About Data. Looking back on it today, I’m still proud of the handiwork, but I can’t help but think that some of the truths were wasted just to reach the magic number 10. So, today, I want to revisit these truths and provide a rehashed version for you, my dear reader.
With asynchronous variables recently released in server-side Google Tag Manager, it’s time to dig into data enrichment flows using another release from the Google team. * drum roll * We have a new Google Cloud Platform API! It’s fast. It’s sleek. It’s beautiful. It’s Firestore! Firestore is a NoSQL, transactional, and scalable database that offers near-real-time write/read and sync operations for data. In practice, it’s a great way to enrich and widen the data that you pass through your Server container.
One of the key skills for anyone working with web analytics and tag management is understanding how to identify where things went wrong, why they went wrong, and ideally how to fix them. There are plenty of excellent browser extensions for helping you debug, and we’ll discuss these in the guide, too. But most of all we’re going to use browsers’ own developer tools, as they are always the best source of truth for anything that happens within the browser window.