The Three Best Features of Google Analytics

This blog is geared toward the novice Google Analytics users who feel overwhelmed by concepts like filtering, segments and customs reports. My hope is that by the end of this post, I will be able to provide you with enough context on these concepts to give you the courage to use in these features in day to day work. Filters The “Filter” feature in Google Analytics is used to limit or modify collected pixel data before it is processed and accessible within the view reporting interface or through the API. It is the first line of defense against dirty data

Read More

Google Analytics: How are Users Measured?

Understanding how the user metric is measured in Google Analytics (GA) is a more complex process than its straightforward definition. In layman’s terms, a user, is a person who has visited a website within a reported time frame. Where this understanding gets more complex is when reporting criteria is layered into that count in GA and forces the metric to be processed in the form of a pre-aggregated table or recalculated based on the dimensions being used. It is not as simple as a static counting metric like sessions, which is why so many people get confused as to

Read More

Google Tag Manager Pageview Trigger Types

An overlooked and relatively under-documented feature of Google Tag Manager (GTM) is the ability to adjust the trigger type of a pageview trigger. The reason why this capability goes unnoticed to many is because the functionality is not as intuitive as the other custom trigger settings available and it is uncommon to have a lot cases that require varying pageview load scopes. While these reasons alone will make the common user avoid exploring deeper into the functionality, a recent issue I ran into related to this feature changed my perception and made me realize that every user should understand this

Read More

What Does UTM Mean?

UTM The acronym UTM, commonly paired with the word “parameter”, is a data tracking term associated with the process of manually tagging campaign data within Google Analytics. UTM tracking is common practice among marketers and despite heavily reliance on the feature on to understand campaign performance, very few users know what the three letter acronym means and its historical link to the creation of Google Analytics . The following history lesson reveals the words behind the letters, as well as touches on the the acronyms roots in the evolution of web analytics. So what does it mean? UTM stands for “Urchin

Read More

Creating and Automating Google Analytics Reports in Google Sheets

Manually populating spreadsheets with Google Analytics data on a weekly or daily basis is a time consuming task.The typical report building format follows the uniform process of generating a custom report, exporting that data to an excel format and then pasting the values into a customized reporting format. This is a pretty common practice that results in a major waste of time and resources for companies of all sizes. In order to avoid this process and regain the time and resources that are lost, exploration of an automated solution has to be a high priority. Thankfully there is a

Read More

Connor Phillips

Senior Marketing Analyst


Connor Phillips is a Senior Marketing Analyst located in New York City. He enjoys digging into data and making data-driven marketing decisions. In his spare time he bartends, works on coding and loves to run.