Do I Need a Conversion Linker Tag in GTM?

By | 2017-11-07T10:05:09+00:00 November 3rd, 2017|Google Tag Manager, Marketing|

If you have been working in Google Tag Manager recently, you may have noticed that Google has rolled out a new Conversion Linker tag. You may also see a notification banner prompting you to add a Conversion Linker in order to improve ad click data collection. So, what is this Conversion Linker tag, and when do you need one? […]

5 Reasons to be Thankful for Digital Data

By | 2017-10-06T10:18:49+00:00 October 6th, 2017|Analyst skills, Analytics, Analytics Audit, Conversion, Google Analytics, Marketing, Measuring value, User Experience, Value of analytics, Website optimization|

The Canadian Thanksgiving weekend is upon us, and we couldn’t be more excited! Who doesn’t love a good Thanksgiving turkey dinner with all of the fixings? This holiday isn’t just about pumpkin pie though (sigh). It’s about stepping back, and taking the time to think of the things we are thankful for in our day-to-day lives: health, family, friends, and education. And, as you may guess, we are also thankful for digital data! […]

What Marketing Can Learn from Traffic Planning…

By | 2017-11-14T11:09:18+00:00 September 14th, 2017|Marketing, Measurement challenges, Measuring value|

Trade-offs are a part of life. For a marketer choosing campaign tactics, the implications of tactical trade-offs should be carefully considered. And the right place to start is by being clear about your objectives. Do you want to increase online sales, get more leads, or increase brand awareness? Not thinking this through might cause you to choose tactics to implement that end up costing you big bucks without achieving your desired outcomes. […]

Are You Ready to Get Creative with Data Studio Connectors?

By | 2017-11-14T11:01:56+00:00 September 11th, 2017|Data Studio, Google Analytics, Measuring value|

Connecting to your data is the first step towards creating a beautiful report, dashboard, or visualization. In Google Data Studio, you have thus far been limited to using one of the built-in connectors, like Google Analytics, AdWords, or Search Console. But what about data from social networks (e.g. Facebook, Twitter, LinkedIn), other search engines (e.g. Bing, Yahoo), email automation platforms (e.g. MailChimp, Eloqua), and CRM systems (e.g. Salesforce)? Most likely you are using at least a few tools and platforms outside of the Google ecosystem. Your only option for getting data from these tools into Data Studio was by importing it as a Google Sheet or a CSV file, a process that usually isn’t an efficient or elegant solution. Surely, there must be a better way! Well, now there is. Community Connectors to the rescue! […]

How to Win Friends with Digital Analytics: Channel Dale Carnegie

By | 2017-11-14T11:16:12+00:00 August 23rd, 2017|Analyst skills|

Picture this. You’ve slaved over your data. You’ve found some really cool insights and opportunities. Checked it three times and you’re sure your analysis is correct. You present it with great enthusiasm to your colleagues and your boss. You get a very positive, thumbs up all around … and nothing happens. Pretty frustrating, huh? Confused? What happened? What might you do differently?  Well, let’s take a few hints from Dale Carnegie. His famous book “How to win friends and influence people”, first published in 1936, has sold over 30 million copies. With the release of the 3rd edition in 2011, it was ranked 19th on Time Magazine’s list of 100 most influential books in 2011 (read more in Wikipedia). The ideas I stand for are not mine. I borrowed them from Socrates. I swiped them from Chesterfield. I stole them from Jesus. And I put them in a book. If you don’t like their rules, whose would you use? […]

Getting Started With A/B Testing

By | 2017-11-14T11:04:24+00:00 August 16th, 2017|Conversion, Marketing, Measuring value|

What is A/B testing? In context of the web, an A/B test is an experiment in which you can compare one version of a webpage (A) to another version (B) to determine which one performs better. An experiment is conducted by splitting your website traffic into groups, showing variant A to one group and B to the other. By measuring the behaviour of both groups, you can determine which variant is better at leading your customers to click, call, purchase, or complete some other desired action. […]

Diving Deep with Google’s “User Explorer” Report

By | 2017-11-14T11:14:34+00:00 August 11th, 2017|Google Analytics, Google Tag Manager, Tools|

Ever wondered how many sessions a user has before and/or after they complete a goal? Applying a user segment (and using the User Explorer report) can help shine some light into your life. […]

See Your (Not Provided) Google Analytics Keywords

By | 2017-11-14T11:03:29+00:00 July 6th, 2017|Analytics, Google Analytics, Web analytics definitions|

Frustrated you’re not able to see your organic keywords? Let me show you how to uncover more keywords with Google Search Console. It used to be simple to answer: “what keywords are driving people to my website?” Before 2011, you could look at your Organic Keywords report in Google Analytics (GA). Now, what you see is a large percentage of traffic called: (not provided). Why are keywords (not provided)?   […]

Last Minute: DAA Event Draw VIP Autoshow Pass

By | 2017-11-14T11:07:46+00:00 February 16th, 2017|DAA Southern Ontario Chapter, Event|

TRADER ( – where Canadians click with cars) has made available a special VIP Canadian Auto Show pass for one lucky winner who is attending tonight’s sold out DAA event. The lucky winner can head over to the Metro Toronto Convention Centre ( a short walk from our DAA event venue at Telus House) for the VIP event, which is on until 11:30 pm. […]