Lesson 3 – Creating a Journey

There are lots of analytical tools on the market, each with its own benefits and data models. The most common analytical tool is obviously Google Analytics, which has just release a new version, GA4, which is what we will use during this course.

Some other analytical tools to be aware of are:

One of the big things to consider when building out an analytics solution is that measuring everything isn’t always the best action. Only measure what you need and only measure what is actionable to your business.

Find some key-metrics, often coined as your One Metric That Matters (OMTM) or your North-Star Metrics, and then build supporting metrics for those. 

For great content on both Google Tag Manager and Google Analytics, you can’t go wrong with Simo Ahava or Analytics Mania who have tons of free content and guides on GA.