Category Archives: Governance

Event-Driven Data Layer (EDDL) Demo

Since posting about the EDDL (Event-Driven Data Layer), I’ve gotten a lot of questions about how this works. If you’re a user of Google Tag Manager, you’re likely already familiar. For everyone else, this concept might be a little foreign. For instance, on the surface it doesn’t seem as readable as the W3C. I want… Read More »

The Event-Driven Data Layer

Recently, I wrote an appeal to Adobe suggesting they implement first-party support for an event-driven data layer in Adobe Launch. I specifically mentioned an “event-driven, asynchronous data layer”. Let’s just call it the Event-Driven Data Layer (EDDL) to keep it simple. Since the article’s release, I’ve had a number of good conversations on this topic.… Read More »

Adobe Launch Data Layer: An Appeal

Adobe doesn’t have a recommended way to send/receive a data layer for Adobe Launch and I think they should. I’m not talking about your schema. Send whatever data you want in whatever naming schema makes sense for you or your business. I believe Adobe should take a stance on how the data is sent to Adobe… Read More »

Data Layer or CSS Selectors?

So… should you use a data layer? Short answer: Yes. Long answer: Yes. I’ll explain why. This is a simple concept, but I’ve worked with enough experienced analysts who still do not buy into this best practice. I’ve heard every excuse of why someone won’t implement a data layer and as I get older it’s… Read More »

Google Analytics Data Quality Checklist

Google Analytics is interesting. It has the lowest barrier to entry of any analytics tool (because it’s free) but is deceptively complex. As analysts, we should understand that no implementation is perfect. You can hire a team of consultants to audit and correct low-hanging fruit of your implementation, but your business isn’t stagnant. It’s fluid. Even… Read More »

The “Track Everything” Mindset

If you subscribe to this blog, you have probably heard this 100 times before. It’s a classic case of some stakeholder or HiPPO wanting to measure clicks on every single element on every single page so they can ask every single question that will waste every single minute of every single day until you burn… Read More »

Quick ‘n Dirty Google Analytics Debugging Session

Mastering the technical side of web analytics can be pretty daunting – especially given most web analysts rely on developers for implementation, debugging, and sometimes general QA. For those analysts, it would be great to have a short guide that helps debug some common issues. “My bounce rate increased to close to 100%!” This one can be… Read More »