ANALYTICS GOALS & FUNNELS
LAST UPDATED: August 18, 2021
So this unit will be the most technical part of the course – but also one of the most important. Throughout this unit we will look at the technical setup required to gather critical data which will populate all of our analytics, tracking and events. From these data points, we will derive almost all of our insights & strategy. From overall business health to complex retargeting campaigns, it all comes down to accurate, robust tracking.
This will be accomplished using two of the most important tools on the internet – Google Analytics & Google Tag Manager, supplemented with scripts & tags from various 3rd party vendors.
We will also tackle the ever-growing concern of privacy as it begins to play a key role how we operate our MarTech Stack. With the “death of the cookie” things such as 1st party vendor data and server-side tracking are more important than ever.
Although this will be heavily technical and web developers will be required for custom solutions – I will also highlight some of the best plugins on the web that can save you a huge amount of time and eliminate the need for a web dev altogether.