Explore a real site
Product pages, articles, forms and resources. Interactions have a context, as in everyday projects.
DANIEL MELONI · ANALYTICS LAB
Your laboratory
for Digital
Analytics.
Learn. Experiment. Measure.
A realistic site for moving from concepts to practice: data, content and interactions to explore.
Free access · Demo content · No real payments
THE DATA, UP CLOSEExample
01 / AN INTERACTION
A click on a manual card
02 / A READABLE EVENT
{
"event": "select_item",
"ecommerce": {
"item_list_name": "Manuals",
"items": [{
"item_id": "BQ-V1",
"item_name": "BigQuery"
}]
}
} Illustrative payload · tracking not active
FROM TRACKING TO DATAGoogle Tag ManagerGA4BigQueryDataform
A METHOD, NOT JUST TOOLS
Understand what happens. And why.
Design the measurement
Start from a question and define events, parameters and expected results before configuring your tools.
Build your skills
Connect Digital Analytics and Analytics Engineering: from collecting events to reading tables.
YOUR TECHNICAL LIBRARY
From concepts to queries.
BigQueryFoundation
Demo manual
BigQuery in Practice — Volume 1
From raw data to your first answer. A path for learning to read a table, write queries and reason about metrics.
€24.90 demoDiscover ↗
DataformFoundation
Demo manual
Dataform in Practice — Volume 1
Turn isolated queries into an orderly project. Learn to describe dependencies, models and checks.
€24.90 demoDiscover ↗
BigQueryIntermediate
Demo manual
BigQuery in Practice — Volume 2
Combine different sources and build analyses that describe user behaviour, without losing sight of data quality.
€29.90 demoDiscover ↗
ACADEMY · DEMO PROGRAMMES
One skill
at a time.
From your first trigger to a documented pipeline. Explore the programmes and find where to start.
Explore the Academy ↗THE SITE IS THE LABORATORY
Choose where to begin.
Ecommerce
Catalogue and product pages
Forms
Fields, errors and simulated submission
Content
Reading, search and navigation
Interactions
Accordions and frequent questions
Downloads
Demo files ready to download
Academy
Paths and training programmes
Every interaction on these pages produces an event in the dataLayer, preceded by the pageData push carrying the page's global parameters.
NOTES FROM THE WORLD OF DATA
Ideas to put into practice.
01 Google Tag Manager
Google Tag Manager: start from the question, not the tag
A click is a technical fact. Understanding why you want to measure it is the first step towards useful tracking.
5 min read ↗02 Google Tag Manager
dataLayer: the contract between site and measurement
Stable names and clear parameters keep events understandable even when the layout changes.
6 min read ↗03 GA4
An ecommerce funnel starts with consistent items
List, product, cart and order must all talk about the same object. Identifiers make the difference.
7 min read ↗«The moment an event becomes understandable is the moment you really start measuring.»
A demo student's voice · not a real review
THE NEXT STEP
Theory is a beginning.
Practice makes the difference.
Explore the demo resources and build your own method, one exercise at a time.