The blog

Notes for people who work with data.

Ideas, examples and questions for designing clearer measurement. Eight introductory reads, written for this laboratory.

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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 readDiscover

Google Tag Manager

Teaching article

Stable names and clear parameters keep events understandable even when the layout changes.

6 min readDiscover

GA4

Teaching article

List, product, cart and order must all talk about the same object. Identifiers make the difference.

7 min readDiscover

GA4

Teaching article

Pressing a button in the banner and updating the consent state are two distinct steps to observe.

5 min readDiscover

Tips & Curiosities

Teaching article

When an event is missing, work through the layers. Changing several things at once makes it hard to know what fixed it.

4 min readDiscover

BigQuery

Teaching article

A table of events is not yet a report. Before the metrics, understand the schema and the granularity.

6 min readDiscover

Dataform

Teaching article

A readable pipeline tells you where the data comes from and which transformation it went through.

5 min readDiscover

Analytics Engineering

Teaching article

A metric becomes useful when different people can reconstruct the same result.

6 min readDiscover

THE NEXT STEP

Explore the demo resources and build your own method, one exercise at a time.