1 of 21

Why I hate GA App+Web

MeasureCamp London #14 (21.9.2019) by @cataLuc

2 of 21

Lukáš Čech

(in numbers)

Male human (37)�Internet (22)�Etnetera (13)�Analytics (10)�Father (5)�MeasureCamp (5)�Double father (3)

*) as of 21. 9. 2019

3 of 21

Issue #1: Forced Conventions

4 of 21

Tealium

Google

W3C (Adobe)

var dataLayer = [{

"pageId: "Order",

"pageType": "FAQ",� "pageCategory: "FAQ",� "currency": "DKK",� "language": "da-DK",� "products": [{

"productName": "Shorts",� "productSku": "Shorts",� "productCategory": "Sports"� }, {

"productName": "Socks",� "productSku": "Shorts",� "productCategory": "Sports"� }]�}];

var digitalData = {

pageInstanceID: "order-Prod",

page:{

pageInfo: {

pageID: "Order",

destinationURL: "..."� },

category: {

primaryCategory: "Men´s",

subCategory1: "Sports",

pageType: "order"� },

attributes: {

country: "DK",� currency: "DKK",

language: "da-DK"� },� },

product: [{

productInfo:{

productName: "Shorts",

sku: "sku12345",

manufacturer: "GAP"� }

}, ...]

};

var utag_data = {

"site_region": "EU",

"site_currency": "DKK",

"page_name": "Order",

"page_type": "Order",

"page_section_name": "Men´s",

"page_subcategory_name": "Sports",

"page_category_name": "Clothing",

"product_id": ["12", "13"],

"product_sku": ["1234", "5678"],

"product_name": ["Shorts", "Socks"]

};

5 of 21

Tealium

Google

W3C (Adobe)

var dataLayer = [{

"pageId: "Order",

"pageType": "FAQ",� "pageCategory: "FAQ",� "currency": "DKK",� "language": "da-DK",� "products": [{

"productName": "Shorts",� "productSku": "Shorts",� "productCategory": "Sports"� }, {

"productName": "Socks",� "productSku": "Shorts",� "productCategory": "Sports"� }]�}];

var digitalData = {

pageInstanceID: "order-Prod",

page:{

pageInfo: {

pageID: "Order",

destinationURL: "..."� },

category: {

primaryCategory: "Men´s",

subCategory1: "Sports",

pageType: "order"� },

attributes: {

country: "DK",� currency: "DKK",

language: "da-DK"� },� },

product: [{

productInfo:{

productName: "Shorts",

sku: "sku12345",

manufacturer: "GAP"� }

}, ...]

};

var utag_data = {

"site_region": "EU",

"site_currency": "DKK",

"page_name": "Order",

"page_type": "Order",

"page_section_name": "Men´s",

"page_subcategory_name": "Sports",

"page_category_name": "Clothing",

"product_id": ["12", "13"],

"product_sku": ["1234", "5678"],

"product_name": ["Shorts", "Socks"]

};

6 of 21

And this...

Lead Generation

Checkout what? when?

gtag(� 'event',� 'generate_lead',� {� 'value': '2',� 'currency': 'USD',� 'transaction_id': 'x'� }�);

gtag(� 'event',� 'begin_checkout',� {� 'value': '2',� 'currency': 'USD',� 'items': [],� 'coupon': ''� }�);

gtag(� 'event',� 'set_checkout_option',� {� 'checkout_step': '2',� 'checkout_option': ''� }�);

7 of 21

Developer

8 of 21

Issue #2: Ugly Names

9 of 21

10 of 21

11 of 21

Issue #3: Recommendations for Verticals

12 of 21

Supported Verticals

Retail/Ecommerce

Jobs, Education, Local Deals, Real Estate

Travel (Hotel/Air)

Games

13 of 21

14 of 21

Issue #4: Automatic Events

15 of 21

16 of 21

Additional resources

for you to check

17 of 21

Ongoing discussion about standards for DL:

Customer Experience Digital Data Layer 1.0, 2013!
Brian Kuhn's (Google) "Data Layer Helper", 2013
Eric Driessen's "The CEDDL: a data layer standard that never was?", 2015
Jen Kunz's "Why (and why not) use a Data Layer?", 2016
Lukáš Čech's (me) "Data Layer Ideas", 2017
Jan Exner's "Using a CEDDL Data Layer with DTM", 2017
Jim Gordon's "Adobe Launch Data Layer: An Appeal", 2019
Jim Gordon's "The Event-Driven Data Layer", 2019

18 of 21

All the good parts

��

Getting Started With Google Analytics: App + Web

19 of 21

https://gav2.demogram.cz

20 of 21

https://www.demogram.cz

21 of 21

I am looking for feedback. To participate

write an e-mail to ja@lukascech.cz, or tweet to @cataLuc