10 Common Google Tag Manager Mistakes: Migrating to Google Tag Manager for your analytics and tag management needs can be incredibly beneficial. This is because GTM enables agile working and data enrichment with limited, and often no developer assistance. However, as a web analytics consultant I regularly come across common Google Tag Manager mistakes that can break GTM or
A Step-By-Step Guide to Custom Segments in Google Analytics: Custom segments are one of my favourite features of Google Analytics because unlike goals they work retrospectively, and they offer users a multitude of options, including creating audiences for remarketing purposes. This flexibility means custom segments can be incredibly powerful in uncovering barriers to conversion, identifying new opportunities and