Data Analytics

Welcome to our Data Analytics post category, where we guide you in the world of data. Discover and stay up-to-date with the latest advancements and our acquired business knowledge. If you need help with your project or online store, take a look at our Google Analytics and GTM Support Service.

Step into a place where data holds the power to unlock valuable insights, drive informed decisions, and propel businesses forward.

GA4 Funnel Exploration Report


Funnels are a visual representation of the customer journey, illustrating the process from initial discovery of your business to the development of loyal client relationships. In this post, we’ll share 3 different ways to use the funnel exploration report in Google Analytics to track and understand your customer journey better.

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Google Analytics 4 (GA4) Self-Audit

Google Analytics 4 (GA4) Self-Audit

Google Analytics 4 is a powerful tool that allows businesses and website administrators to track, measure, and analyze various aspects of their online presence. It’s very likely that you have GA4 and you probably use it. However, like most users today, you are probably not aware if it is used to full potential. We hope that this article will help in answering whether it is time to seek for expert assistance.

Our goal with this post is to help you audit your GA4 and identify some of the gaps. Areas that need attention. GA4 has to be set up correctly so you can track the performance and effectiveness of your marketing campaigns effectively. Otherwise, you risk making important business decisions based on inaccurate and false data. 

Identify a gap in monetization reports

Google Analytics LightbulbWhen doing a Google Analytics self-audit, a good first step is identifying the gaps in monetization reports. Compare the monetization numbers in GA4 and your website’s reports. It’s normal for GA data to be slightly lower than the actual numbers. However, if the difference is more than 10%, it means that you should seek assistance from an expert and figure out whether something that can be done. Please note that if you are using “Ecommerce purchases report” in GA4, the item revenue metrics show the total revenue from items only, excluding tax and shipping.

Event Tracking

Event tracking in Google Analytics 4 allows you to track specific actions that users perform on your website link clicks, purchases, file downloads, etc. You can use that data to track which buttons perform best or which ones don’t perform well at all. You can also track how far down the page users scroll, amongst other things.  

Google Analytics allows you to create up to 500 events in your account. There are a few different types of events. First, we have events that GA automatically collects when you set up GA for a website. They are triggered when users perform basic interactions like click or form_submit.  Another type that’s automatically collected is Enhanced measurement events. They offer more information on how users interact with your website.

Next, there are two types of events you must implement yourself, recommended and custom events. Recommended events have predefined parameters, while Custom events don’t, you set them up yourself based on your specific needs.

How to ensure you’re making the most out of this GA4 feature? By using custom events for your specific needs. Custom events are the best way to track your customers’ journey. They allow you to track specific things that are relevant to your business. 

To check the events you have set up, go to your GA4 dashboard > Reports > Life Cycle > Engagement > events. There you can see all your events. If you have less than 10 events, you’re likely not utilizing event tracking in the best way. Without setting up custom events, you can’t track your customers’ journey as well as you could.

Google Analytics 4 Audiences

GA4 AudiencesAudiences in GA4 let you segment users that visit your website in ways that make the most sense for your business. For example, you can create an audience of users who are from the US or an audience of users who visited a specific page on your website. The audiences can be as broad or as specific as you need them. 

Audiences come in handy, especially for advertising. You can connect Audiences to your Google Ads account and use them in remarketing campaigns. That means your ads will be shown to users who have already engaged with your website, making the ads more effective. 

If you haven’t created audiences yet, this is your friendly reminder to do it, otherwise you’ll miss out on everything you could do with them. Our guide on creating GA4 Audiences can help you with that. 

GA4 Audiences can help you understand your website users better and create more effective marketing campaigns. But what if the audiences you created aren’t right for you and your business? Think of audiences as different groups of users that are your target audience. For example, if you have an online shop and only ship to the US, create an audience with users from the US. Users from other countries aren’t relevant to your business if you don’t ship there. 

How to ensure you’re making the most out of this feature:

  • Go to your GA4 dashboard > Reports > Life Cycle > Engagement > Audiences. There you can see all the audiences you created and analyze the data
  • Review the data to make sure your audiences aren’t too narrow or too broad – how can you make them more fitting for your marketing campaigns?
  • Archive audiences that aren’t relevant anymore

GA4 Content Grouping 

Content grouping in GA4 is a way to organize pages on your website based on different topics. For example, if you have an online store, you can organize your content based on product categories so that each category would be one content group. Or, if you’re a service-based business, you can create a group for each service you offer, etc. Content grouping is helpful as it allows you to track the performance of each group separately. 

Content grouping allows you to:

  • track the performance of each group on its own
  • analyze the behavior of users who visit the group (e.g., new vs. recurring, location, etc.)
  • compare different content groups based on performance

If you’re not sure whether you have content groups set up, go to your GA4 dashboard > life cycle > engagement > Pages and screens: Page path and screen class > in the left drop down menu click on “content group”. If you have set up content groups, they will appear here. If not, the table will be empty. By not having any content groups, you’re missing out on the valuable information they could provide. 

Content grouping sounds great, but what if it’s done incorrectly? What if the content groups don’t make sense for your business? Content groups aren’t predefined on GA4, you have to set them up yourself. If you don’t effectively arrange them, they won’t be as useful as they could be. 

Take a look at your content groups and ask yourself these questions:

  • Do my content groups make sense? How are the pages inside one content group related?
  • Are these content groups relevant to my marketing goals? 
  • Does comparing data from these groups tell me anything important?

GA4 with Content Groups

GA4 with Content Groups

GA4 without Content Groups

GA4 without Content Groups

If your content groups aren’t giving you answers to these questions, it means they aren’t organized well, and you need to rethink your content grouping strategy


In conclusion, Google Analytics 4 offers many tools and features that help you track your website’s performance, but it’s useless if it’s not set up properly. That’s why it’s essential to perform a GA audit regularly to ensure it’s used to a full potential and tracking the right data.

Does performing an audit on your own sound like too much work for you? Does all this work feel overwhelming? Don’t worry, you’re not alone. We can help you! You can sit back and relax while we audit your Google Analytics for you.

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5 Reasons to Clean Up Your GTM Containers 

5 Reasons to Clean Up Your GTM Containers 

When was the last time you cleaned up your GTM containers? You’re not alone if you don’t remember. Many e-Commerce managers often overlook the importance of regularly reviewing them, leading to various issues and challenges for the website. In this article, we will discuss how to know when is the time for your GTM containers to be purified and what benefits you’ll get from that. Let’s begin!

Is It Time for a Clean Up?

As you explore your tag list in your GTM container, you come across references to the tools or actions you know you are no longer using. That may be a sign your GTM containers need to be refreshed, and you probably have some old and irrelevant tags waiting to be removed. And this is just one scenario that indicates it’s time to give your containers a good cleanse. Numerous problems associated with GTM containers might negatively impact your site’s performance. That is why cleaning them up is one of Google Tag Managers best practices

Furthermore, you may encounter other challenges with e-Commerce tracking, such as inaccurate transaction tracking or wrong product reporting data in Google Analytics and other reporting tools. That will generate communication issues between you and your customers due to a lack of necessary information. As a result, you will eventually miss out on an opportunity to convert your users to clients, which is something no business owner wants for their company, isn’t it?

GTM and GA visualIn addition, if your GTM containers have been shared with other agencies over an extended period, they almost certainly lead to a need for cleaning. Each agency has probably put its tags, variables, and triggers into the container, resulting in plenty of them standing there (often without a purpose). Some are no longer needed and take up space, causing your site to be slower. It would be beneficial if you reviewed all of the agencies’ tags and deleted the useless ones at the beginning. That will save you some time in the future while also reducing the likelihood of potential difficulties.

Finally, there’s also a chance you have several similar tags under the same trigger. This wastes space and can be confusing, so you should group them to boost your site performance.

5 Key Benefits of Cleaned GTM Containers

Now that you know when to tidy your GTM containers, let’s discuss why. The answer is pretty simple. Cleaning them up will help solve the difficulties mentioned above and, at the same time, provide significant benefits to your website. Here are the top five advantages of cleaned GTM containers:

  1. Improved site speed 
  2. Improved site performance 
  3. Better user experience 
  4. Accurate data tracking
  5. Enhanced efficiency

Improved Site Speed

There’s nothing worse than a slow website, right? Many users tend to abandon slow websites due to the frustration they experience, often resulting in them never returning. You don’t get a second chance to make the first impression, so you must do it right.

By tidying up your Google Tag Manager containers, you will eliminate all the unnecessary tags, variables, and triggers that caused the site to be slow. If your site loads quickly, you will likely gain more visitors and higher conversion rates. Even a tiny metric as ms can have a significant impact on your business, as seen with Amazon’s reported 1% sales decline for every 100 milliseconds of increased page load time. 

Improved Site Performance

Site PerformanceSite performance is directly related to the site speed. By improving both, you will influence your bounce rates, user satisfaction, SERP ranking, conversions, and revenue. Of course, more than organizing your GTM containers is needed for both factors to be optimized, but it is a necessary step that is often overlooked. 

We’ve seen many cases where 150kb code scripts for some tools are loaded for years on every page, although the company is not using them anymore. But they are still in the container, affecting the site performance. 

Better User Experience

Additionally, by enhancing your website’s speed and performance, you can provide a better user experience. If you remove unnecessary tags and optimize the container, users can enjoy a faster, more efficient website experience, leading to increased engagement and higher conversion rates. This fosters customer loyalty, which is the ultimate objective of any business.

Accurate Data Tracking

Another benefit for your site is accurate data tracking. We mentioned earlier that many challenges with tracking in e-Commerce can happen due to GTM containers full of old and outdated components. If you regularly clean them from tags, variables, and triggers that are no longer needed and keep the rest updated, Google Tag Manager will more likely track relevant and accurate events. This will ensure that the data received from the website is correct and that it finds its right path to the different tools you are using. You’ll be more confident in your decisions because you have accurate data to rely on. 

Google Tag Manager Screenshot

Increased Efficiency

The final, but not less significant, benefit of cleaned GTM containers is increased efficiency. If you think about it, it’s a logical result of all the benefits listed above. Your site speed and UX are great, and you have accurate data to track. With all this information at your fingertips, making the right business decision becomes easier. Good business decisions lead to improved business.

This is just a set of benefits of organizing your Google Tag Manager containers. Managing your container size ensures that your GTM performs at its best. However, it’s important to understand that achieving these five benefits requires more than simply cleaning up your GTM containers. It is a result of multiple optimizations and continuous tracking, but this step is necessary, although it is often skipped.

Need Help with GTM? We’ve Got You!

Managing tags, triggers, and variables is hard. Maintaining accurate containers is even harder with constant testing, version control, and documentation needs. But decontaminating GTM containers is crucial for your site to function properly, although it is frequently overlooked and neglected. Our goal with this article was to increase awareness about the need to maintain them, and we hope we succeeded.

If you’re unsure how to clean up your Google Tag Manager containers properly or where to begin, no worries; we’re here to help! Our team has extensive experience and knowledge in GA and GTM and would be happy to assist you in improving your business. Learn more about our GTM service by clicking here!  

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Guide: How to Create GA4 Audience

Guide: How to Create GA4 Audience

As the 1st of July approaches, now is the last call to set up Google Analytics 4. For those still unfamiliar with the new property, it may be confusing when it comes to creating segments, audiences, etc. If you want to know more about GA4 audiences and how to set them up so they can be useful, keep reading.

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What To Track For CRO of Your Automotive Website

What to track for CRO of your Automotive Website

When it comes to automotive sites (eg. webshops that sell vehicle parts), it’s good to track additional events that can give more insights into visitor behavior, their actions, and needs. In this article, we will summarize and explain additional tracking events that we use in automotive eCommerce sites as a foundation for conversion rate optimization of those sites.

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Why Should You Add Google Tag Manager to Your Magento?

What's a Google Tag Manager

Almost every webshop owner heard about Google Analytics, if not using it already as many of them do. And it’s obvious why the Google Analytics tool is so widely used. It’s free, it’s easy to connect to the webshop, and relatively easy to use. It can give the webshop owner/merchant insightful data on user behavior and answers to many questions like who their visitors are and what’s going on in their webshop in general. But, the full benefit of Google Analytics comes together with the use of Google Tag Manager.

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Difference Between GA4 and Universal Analytics [GA4 vs UA]

Google Analytics 4 vs Universal Analytics

When was the last time when you embraced big change easily? Even more so if it was forced upon you? As it happens Google has made it clear that we won’t have an option but to migrate to Google Analytics 4 (GA4). Of course, this is true if we plan to continue using their analytics tool. There’s really no point debating whether this is good or bad. It’s happening nevertheless.

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What is Measurement Plan and Why Your Webshop Really Needs One?

What is Measurement Plan and Why Your Webshop Really Needs One?

Big data has revolutionized the way businesses work. One of the biggest advantages of online stores is the ability to track anything customers do. You can even track what customers almost do at your store. A recent Forrester survey shows that 70% of data decision-makers gather data faster than they can analyze and use it. Still, 67% constantly need more data. This trend will likely accelerate in the years ahead. As a decision-maker, it can be pretty daunting trying to make sense of all that data. Most important thing is to create proper data infrastructure – starting with a measurement plan, but what is a measurement plan?

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Manually Enable Enhanced Conversions in GTM

Include user-provided data from your website

If you’re trying to manually activate Google Ads enhanced conversions with Google Tag Manager there’s a chance you’ll be stuck at the 4th step in the Instructions for manually Enabling enhanced conversions in the Google Tag Manager tag that says: Click Include user-provided data from your website. Well, that happened to me (and to my unknown friend here :)) when I tried to activate enhanced conversion in several GTM containers. Some tags in some containers did have that option but some didn’t. 

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How to upgrade to Google Analytics 4?


There are many how-to blog posts out there, so this will not be yet another one. Instead of the technical step-by-step guidance, I’ll share my experience with implementing Google Analytics 4 with Google Tag Manager (GTM) on Magento 2 store and what to keep in mind when activating the GA4 property.

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Google is concealing your search terms, and it is bad

google concealing search terms feature picture

Let’s first read the following premise: For successful optimization and revenue-generating Google Ads campaigns, you need access to ALL search terms for which users clicked on your ads.

It’s simple logic. You want to know what users searched for when they clicked on your ads, and then converted. Am I right?

Not if you ask Google about it. Read on and find out why Google is behaving f…[CENSORED] bad with this one.

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How to achieve triple-digit growth for your eCommerce business? Learn from us at ad:tech London!

Vanja Bunjevac - ad:tech

At the time when new technologies are emerging almost every week, it is quite difficult to keep up with everything that helps us grow. In almost every field, digital marketing has triumphed over traditional advertising channels, and this is especially true in data gathering and measurement.

Today, with the rise of machine learning, we are again at the brink of a revolution, and digital marketing expertise is becoming more important than ever to those that want to stay or become competitive.

At ad:tech London, our Digital Marketing Team Leader, and eCommerce Consultant Vanja Bunjevac will give a talk named: Data-driven decision making: Embracing technology for triple-digit growth. For those wanting to catch a glimpse of the topic before the main event, I had a little chat with him to share his views on the future of digital marketing in eCommerce.

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GDPR compliant Magento 2 database dump

GDPR compliant Magento 2 database dump

On May 25th, a data privacy law known as GDPR came into effect. It impacts the way companies collect and handle user data. In this article we will show you how to handle personal user data when creating database dumps in order to avoid potential GDPR penalties.

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Inchoo is now a Google Premier Partner!

inchoo google premier partner

We’re very excited to announce that Inchoo has just leveled up to a Google Premier Partner status, which placed us among the top trustworthy PPC experts in the world in the eyes of the almighty Google. How did we deserve it? Well, with Google, You can never be certain, but there are a few key factors that could be the reason for this exciting upgrade. Here’s our short story on becoming a Google Premier Partner.

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Setting the Audiences for Successful Ecommerce AdWords Retargeting and Remarketing Ads

Setting the Audiences for Successful Ecommerce AdWords Retargeting and Remarketing Ads

If you don’t run retargeting and remarketing ads, your marketing efforts may not be as profitable as they could be. On average, only 2% of visitors convert during their first store visit, which leaves staggering 98% of visitors unconverted. This is why we use retargeting and remarketing strategies.

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Tracking Magento “add product to cart” action for analytic software purpose

Tracking Magento “add product to cart” action for analytic software purpose

Recently I have been working on a Magento extension for a 3rd party customer analytics and targeting web service, think Google Analytics alternative. One of the eCommerce tracking features that needed to be implemented was the “add product to cart” action. Since these kind of tracking services use JavaScript to trigger their tracking code, it’s up to us to see where and when will be embed certain tracking JavaScript in Magento. What’s interesting about “add product to cart” action is that it’s not your usual web page on which you land and are then in possibility to execute certain JavaScript.

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How to track internal site search with Google Analytics?

How to track internal site search with Google Analytics?

Did you know that you can actually track what your visitors are searching for inside your website? We are going to explain you how it’s done via Google’s Analytics tool. It is possible to track your internal site searches if your internal search engine passes the search term in the query string as Google Analytics tracks everything entered in location bar of user’s browser.

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