[{"data":1,"prerenderedAt":1594},["ShallowReactive",2],{"blog-en-data-layer-validation-what-why-and-how":3,"related-en-data-layer-validation-what-why-and-how":223},{"id":4,"title":5,"author":6,"body":7,"category":206,"description":13,"extension":207,"image":208,"isToc":209,"langAlt":6,"meta":210,"metaDescription":6,"navigation":211,"path":212,"published":211,"publishedAt":213,"readingTimeMinutes":214,"readingTimeText":215,"relatedArticles":216,"seo":219,"stem":220,"teaser":221,"updatedAtCustom":6,"__hash__":222},"blog_en\u002Fen\u002Fblog\u002Fdata-layer-validation-what-why-and-how.md","Data layer Validation – what, why, and how",null,{"type":8,"value":9,"toc":191},"minimark",[10,14,19,27,30,41,44,47,53,57,60,63,68,71,75,78,82,85,89,92,102,106,109,114,127,131,148,154,158,167,176,183],[11,12,13],"p",{},"In the world of information, relevant and accurate data make the difference, especially in saturated markets. Understanding your customers and delivering the best digital experience helps to build lasting relationships and increasing customer lifetime value (CLV). In order to extract the required information on the customers from the website\u002F e-shop, and build new strategies of more effective communication, web tracking is indispensable. To set up well-working web tracking, you need to implement a data layer.",[15,16,18],"h2",{"id":17},"what-is-a-data-layer","What is a data layer?",[11,20,21,22,26],{},"In case the term ",[23,24,25],"em",{},"data layer"," is new to you or just not too familiar, explaining it as a JavaScript Object will not tell you much. However, do not be discouraged. Yes, you do need to go an extra mile to implement it, and some coding is needed (you may team up with developers or hire an agency), the long-term benefits are worth it all.",[11,28,29],{},"Here is a simple data layer in a raw view",[31,32,37],"pre",{"className":33,"code":35,"language":36},[34],"language-text","{\n    \"page\": {\n        \"type\": \"list\",\n        \"trail\": \"marketing\u002Farticles\",\n        \"list\": {\n            \"pageNumber\": 2,\n            \"filters\": {\n                \"years\": [\n                    \"2020\",\n                    \"2019\"\n                ],\n                \"keywords\": [\n                    \"affilates\",\n                    \"seo\"\n                ]\n            }\n        },\n        \"locale\": \"cs-CZ\",\n        \"currencyCode\": \"CZK\",\n        \"countryCode\": \"CZ\"\n    },\n    \"session\": {\n        \"machine\": \"external\",\n        \"deviceType\": \"mobile\",\n        \"env\": \"prod\"\n    },\n    \"user\": {\n        \"username\": \"tester123\",\n        \"id\": \"66oc39119520732e1s1f23ead6c57\",\n        \"segment\": \"customer.premium\",\n        \"transactionCount\": 2,\n        \"transactionValue\": 799.99\n    },\n    \"event\": \"page\"\n}\n","text",[38,39,35],"code",{"__ignoreMap":40},"",[11,42,43],{},"Simply put, a data layer is a method of collecting and distributing data from your website. On the deeper and more technical level, a data layer is a complex structure behind the websites or mobile apps to extract timely and consistent visitor\u002Fuser information. It holds the data you need and sends it to other applications, preferably firstly to tag management system (TMS) and from there to other analytical and marketing platforms. This way, customer actions are translated into variables and dimensions. The type of data that is contained in the data layer depends on the business requirements, such as transaction, behavioral, demographic, device, and more. The more information and varieties you need, the more complex the data layer gets.",[11,45,46],{},"Dividing the process into layers:",[11,48,49],{},[50,51],"img",{"alt":40,"src":52},"\u002Fupload\u002Fdatalayerillustration.webp",[15,54,56],{"id":55},"why-is-a-data-layer-a-must","Why is a data layer a must?",[11,58,59],{},"To maximize the potential of your website, get to know your audience, and provide more personalized content, you need relevancy, consistency, and accuracy of your data in all platforms. Starting from your web via a data layer. The benefits go way beyond just knowing how much. The quality of the data is what counts.",[11,61,62],{},"From the perspective of practically on the background, a data layer standardizes data across technologies (analytical and marketing) and the collection maintains consistency despite changes on the web. You may know that changes on any website can drastically throw off your tracking, and if you ever experienced a measurement problem you know that the impact is even more disastrous. The data layer helps to reduce development time and the number of iterations between the development and marketers when implementing new technologies.",[64,65,67],"h3",{"id":66},"sounds-great-but","Sounds great, but …",[11,69,70],{},"As previously said, the data layer reduces time. However, as the website is not a static but a very dynamic environment, and even a small change can cause many mistakes. To prevent mistakes, you need to check for mistakes, which can seem too complicated and time-consuming. Manual control is one way, yet not very effective.",[15,72,74],{"id":73},"data-layer-validation","Data layer validation",[11,76,77],{},"Data layer validation should come in regularly to prevent errors and sustain web measurement the way you want it. But forget the traditional method. Some tools can help you validate easier, or at least look into your data layer, row by row.",[64,79,81],{"id":80},"experience-comes-in","Experience comes in",[11,83,84],{},"Validating one data layer of a smaller website takes time but it is manageable. Imagine validating 10 or 100 very complex e-shops. Then you start thinking of a better solution. First, research of available tools comes in. After some time, you realize it got you nowhere, or the options are just not sufficient. We went through all the steps and more deeply to figure out how to tackle this case.",[15,86,88],{"id":87},"meet-waaila-tracking-validator","Meet Waaila Tracking Validator",[11,90,91],{},"After trials and failures, we decided to develop our own tool for data layer validation. We put our experience with writing data layer specifications, our clients’ needs, and user experience, and released a Chrome extension that can inspect and validate your data layer through particular events and pages, just like a customer would progress on the website, which makes it easier to spot errors and, not less important, easier for the developers to understand the data layer as well.",[11,93,94,101],{},[95,96,100],"a",{"href":97,"rel":98},"https:\u002F\u002Fwaaila.com\u002Fen\u002Ftracking-validator",[99],"nofollow","Waaila Tracking Validator"," extension is using JSON Schema standard, checks if your data layer on the website corresponds with the structure of the data layer defined in your custom JSON schema, and looks for inconsistencies.",[64,103,105],{"id":104},"waaila-tracking-validator-in-action","Waaila Tracking Validator in action",[11,107,108],{},"The tool allows you to validate the data layer against custom JSON schema and it is pretty simple to use. You insert the JSON schema into the tool, confirm, and start validating.",[110,111,113],"h4",{"id":112},"benefits","Benefits",[115,116,117,121,124],"ul",{},[118,119,120],"li",{},"Developed for analysts who create data layer specifications",[118,122,123],{},"Benefits the developers who often get lost in the data layer",[118,125,126],{},"Lowers the number of iterations",[110,128,130],{"id":129},"features","Features",[115,132,133,136,139,142,145],{},[118,134,135],{},"Automatically validate the syntax of your data layer to easily detect various typos, such as lower\u002Fupper key, spaces, etc. that are very easily overlooked.",[118,137,138],{},"Semi-automatic validation of semantic. You need to manually choose the context of the web page, however, the validator automatically checks the data layer against the schema.",[118,140,141],{},"The exact location of the error in the data layer. Being able to see where exactly the error occurs and what problems it causes helps to understand general issues of the data layer, when not implemented correctly, and speed the process of retrieval.",[118,143,144],{},"Error highlighting proved to be very effective in the process of implementing changes into the data layer, especially when the developers do not understand the requirements, consequently decreasing the number of discussions among teams.",[118,146,147],{},"The tool is quick and responsive, the validation takes only a few seconds compared to long manual crawling.",[149,150,153],"action",{"link":151,"button":152},"\u002Fen\u002Fget-in-touch\u002F","Contact Us","\nWe can help you specify your data layer and implement digital measurement.\n",[64,155,157],{"id":156},"got-you-hooked","Got you hooked?",[11,159,160,161,166],{},"Try the tool for free on ",[95,162,165],{"href":163,"rel":164},"https:\u002F\u002Fchrome.google.com\u002Fwebstore\u002Fdetail\u002Fwaaila-tracking-validator\u002Fjkmohgcefflkfjoemjnpigiokpjeohcl",[99],"Google Chrome store",".",[11,168,169,170,175],{},"Build your own ",[95,171,174],{"href":172,"rel":173},"https:\u002F\u002Fwaaila.com\u002Fen\u002Fdocs\u002Ftracking-validator\u002F",[99],"Validation schema",", and start validating the data layer instantly!",[11,177,178,179,166],{},"Find out more in-depth descriptions and the process in ",[95,180,182],{"href":172,"rel":181},[99],"the extensive documentation",[11,184,185,190],{},[95,186,189],{"href":187,"rel":188},"https:\u002F\u002Fcrossmasters.com\u002Fen\u002Fblog\u002Fzoom-in-on-measurement-hub\u002F",[99],"Read more"," about the data layer implementation.",{"title":40,"searchDepth":192,"depth":192,"links":193},2,[194,195,199,202],{"id":17,"depth":192,"text":18},{"id":55,"depth":192,"text":56,"children":196},[197],{"id":66,"depth":198,"text":67},3,{"id":73,"depth":192,"text":74,"children":200},[201],{"id":80,"depth":198,"text":81},{"id":87,"depth":192,"text":88,"children":203},[204,205],{"id":104,"depth":198,"text":105},{"id":156,"depth":198,"text":157},"Products","md","\u002Fupload\u002Fdata-strategy-article-cover.webp",false,{},true,"\u002Fen\u002Fblog\u002Fdata-layer-validation-what-why-and-how","2020-10-07T01:26:03.000+00:00",5.535,"6 min read",[217,218],"content\u002Fen\u002Fblog\u002Fzoom-in-on-measurement-hub.md","content\u002Fen\u002Fblog\u002Fstarting-with-waaila.md",{"title":5,"description":13},"en\u002Fblog\u002Fdata-layer-validation-what-why-and-how","Many websites, especially e-shops underestimate the power of well-implemented data layer. Here is why and how you should make sure it is done right.","7nW396Sw7ENACMxQjmoUxQrG9x3N1nAbt07oOefXhPM",[224,595],{"id":225,"title":226,"author":6,"body":227,"category":206,"description":231,"extension":207,"image":582,"isToc":211,"langAlt":6,"meta":583,"metaDescription":6,"navigation":211,"path":584,"published":211,"publishedAt":585,"readingTimeMinutes":586,"readingTimeText":587,"relatedArticles":588,"seo":591,"stem":592,"teaser":593,"updatedAtCustom":6,"__hash__":594},"blog_en\u002Fen\u002Fblog\u002Fstarting-with-waaila.md","Starting with Waaila",{"type":8,"value":228,"toc":569},[229,232,240,249,256,260,277,281,323,334,337,344,348,354,358,365,370,380,387,390,395,399,405,412,417,424,429,433,440,443,470,473,477,484,487,492,508,512,523,526,531,535,545,553,566],[11,230,231],{},"Data quality validation is not a question of IF rather than WHEN and HOW. With the Waaila application, you can easily check your data in Google Analytics to reveal defects and errors. You can choose from many provided tests or create your own. The application is an AI-based advanced algorithm to detect anomalies and issues in the data from your Analytics platform (Google Analytics or Piano Analytics).",[11,233,234,235,239],{},"In order to get the most of the application, even if you have no experience with data validation, you can use prepared sets of tests available for free in Marketplace inside the application. We recommend starting with the ",[236,237,238],"strong",{},"Waaila – GA Starting Kit"," containing a set of predesigned basic tests that are a great initial point toward higher quality data.",[241,242,243,248],"note",{},[95,244,247],{"href":245,"rel":246},"https:\u002F\u002Fwaaila.com\u002F",[99],"Sign up","\n for Waaila app and start validating your data today for free.\n",[11,250,251],{},[50,252],{"alt":253,"src":254,"title":255},"preview of Waaila Market place","\u002Fupload\u002Fwaailastartingkit.webp","Waaila Starting Kit",[15,257,259],{"id":258},"setup-a-dataset-and-use-the-test-editor","Setup a dataset and use the Test Editor",[11,261,262,263,265,266,268,269,272,273,276],{},"In this section, we explain how to create a dataset from a test collection in Marketplace and provide a brief description of the Test Editor where individual tests can be edited and run. To start using the ",[236,264,238],{},", go to Waaila Marketplace, select the ",[236,267,238],{}," test set, open it and click in ",[23,270,271],{},"“Add to library”"," button. When the test set copies to your library of tests, click on ",[23,274,275],{},"“Use in dataset”"," button.",[64,278,280],{"id":279},"how-to-create-a-new-dataset","How to create a new dataset",[282,283,284,290,297,300,311,314,317],"ol",{},[118,285,286,287],{},"Select an existing depot where the dataset should be located or create a new one by selecting the option ",[23,288,289],{},"\"Create a new depot\".",[118,291,292,293,296],{},"Next, select the option to ",[23,294,295],{},"\"Create a new dataset\""," (tests can also be added from the library to an existing dataset in this step if you already have some existing datasets).",[118,298,299],{},"Select the provider account - if you are using your main account with which you logged in to Waaila, it is offered in the selection field; if you need to connect a new account, follow authentication below the field.",[118,301,302,303,306,307,310],{},"From listed data sources, select an ",[23,304,305],{},"account, property,"," and ",[23,308,309],{},"view"," that you want to use for this testing.",[118,312,313],{},"Set a custom name or leave the existing name.",[118,315,316],{},"Optionally add a description.",[118,318,319,320],{},"Confirm the configuration by clicking ",[23,321,322],{},"\"Save\".",[11,324,325,326,329,330,333],{},"Upon creating a dataset, the dataset opens, and you can run and edit the tests. To run all tests, you can use the dedicated button above the list of tests, called ",[23,327,328],{},"\"Run all tests\"",". However, you can also open the ",[23,331,332],{},"Test Editor"," by clicking on a test and there you can examine the test in detail, run the single test directly or edit its content.",[11,335,336],{},"The Test Editor page is divided into several parts. On the top, below the navigation line, there is the summarized information about the test, including its name and description. Below the information is a multi-functional button, allowing you to run the test. The main parts of the test are the Query logic and the Test logic where the Query logic specifies which data you want to load for your test and the Test logic manipulates the data, typically checks some condition,s and outputs the result. When you evaluate the test in the Test Editor, the result appears above the Query logic and Test logic.",[11,338,339],{},[50,340],{"alt":341,"src":342,"title":343},"Preview of Waaila App, test editing","\u002Fupload\u002Fwaailastartingkit-testeditor.webp","Waaila Test Editor",[15,345,347],{"id":346},"how-to-run-and-interpret-tests-in-waaila-ga-starting-kit","How to run and interpret tests in Waaila – GA Starting Kit",[11,349,350,351,353],{},"In the test collection ",[236,352,238],{}," there are five basic tests that can help you start with your data quality validation in Waaila. In the following subsections, we explain each test individually and show you how to interpret its result.",[64,355,357],{"id":356},"test-1-number-of-sessions-for-the-past-28-days-w0210","TEST 1 – Number of sessions for the past 28 days (W0210)",[11,359,360,361,364],{},"The first test offers a simple verification that there are indeed some data measured in your Google Analytics. It extracts data about the number of sessions in the last 28 days (up to and including yesterday’s data). The test passes if there is at least one session measured in that period and therefore it ",[236,362,363],{},"serves as an initial check"," for starting with data quality evaluation. Apart from a pass or fail the test also outputs the actual number of sessions if it is positive. On the included screenshot of the Waaila app, you can see the result for a site with 45 thousand sessions in the past 4 weeks.",[11,366,367],{},[50,368],{"alt":40,"src":369},"\u002Fupload\u002Fwaailastartingkit-testresults.webp",[11,371,372,373,376,377,166],{},"The test could be easily modified to compare the number of sessions to a fixed number (by changing the threshold in the assert function in the Test logic) or to check the measurement for a different period (by editing the date range in the Query logic). To verify that there has not been a blackout in measurement yesterday, there is an already prepared test ",[236,374,375],{},"Measurement blackout"," in the test collection ",[236,378,379],{},"Waaila - General Information and Checks",[11,381,382,383,386],{},"It is possible to extend the test for dynamic comparison by including data from past months and evaluating the current number of sessions with the average number of sessions per 4 weeks in the past. Alternatively, the most sophisticated extension to this test offers our new feature, ",[236,384,385],{},"anomaly detection",". This feature allows you to follow the dynamics of your weekly or daily sessions and informs you when the values jump significantly as compared to their trends and cyclical patterns.",[11,388,389],{},"The graph below provides an illustration of the data. Within the last week of daily session data, there happened a relatively large downward jump in the daily number of sessions. However, if not compared to the weekly pattern, it could go easily unnoticed. While in this case, this jump could be explained by the Czech state holiday on October 28th, in another case it could be caused by some error in the measurement or in the website functionality and would require further investigation and remediation.",[11,391,392],{},[50,393],{"alt":40,"src":394},"\u002Fupload\u002Fwaailastartingkit-sessions.webp",[64,396,398],{"id":397},"test-2-hostname-overview-w0220","TEST 2 – Hostname overview (W0220)",[11,400,401,402],{},"The next test provides information on all hostnames and their basic measurement statistics (sessions, page views, and transactions) over the past 28 days. This is not a test in the true sense as it does not automatically evaluate any condition. What it does is that it ",[236,403,404],{},"provides information that you need to review and decide what steps to take.",[11,406,407,408,411],{},"If you have a single-domain website, you should typically find only one line in the table (as illustrated on the included table below). If there is anything surprising in the output, you can dig deeper into it with the help of another prepared test set ",[236,409,410],{},"Waaila - Hostnames (single-domain)"," dedicated for checking hostname-relate measurement for a single-domain website.",[11,413,414],{},[50,415],{"alt":40,"src":416},"\u002Fupload\u002Fwaailastartingkit-hostnameok.webp",[11,418,419,420,423],{},"For multi-domain websites, you can analyze your data using the ",[236,421,422],{},"Waaila - Hostnames (multi-domain)"," test set. You will need to set the list of expected hostnames there to receive the best results. The table below shows an example of a hostname overview for a website with two domains, where the two domains are measured correctly but there are other two hostnames incorrectly included.",[11,425,426],{},[50,427],{"alt":40,"src":428},"\u002Fupload\u002Fwaailastartingkit-hostnameerror.webp",[64,430,432],{"id":431},"test-3-limit-number-of-hits-w0270","TEST 3 – Limit number of hits (W0270)",[11,434,435,436,439],{},"The third test is tailored for ",[236,437,438],{},"checking the optimal use of Google Analytics"," regarding its limits for free use. The free version of Google Analytics has a limit on the number of hits it can collect. Ingesting more than 10 million hits a month per property has an impact on how your data are processed and stored. Also, the measurement will be slow, and larger sampling errors will appear than before. However, if you have a paid version of Google Analytics, you do not need to run this test.",[11,441,442],{},"The test consists of two checks and an informative value:",[115,444,445,454,462],{},[118,446,447,448,451],{},"if there are more than 20 million hits in the last 28 days (twice the limit for the free version), the test fails",[449,450],"br",{},[50,452],{"alt":40,"src":453},"\u002Fupload\u002Fwaailastaringkit-limitnumberfail.webp",[118,455,456,457,459],{},"when the number of hits reaches the limit of 10 million (but stay below 20 million), the test issues a warning",[449,458],{},[50,460],{"alt":40,"src":461},"\u002Fupload\u002Fwaailastaringkit-limitnumberwarning.webp",[118,463,464,465,467],{},"if the test passes, it only reports the number of hits",[449,466],{},[50,468],{"alt":40,"src":469},"\u002Fupload\u002Fwaailastaringkit-limitnumberpass.webp",[11,471,472],{},"Based on the results you can decide whether you need to upgrade your Google Analytics version and in case no action needs to be done yet, decide how often you need to run this test to check the threshold.",[64,474,476],{"id":475},"test-4-click-data-in-ga-w0410","TEST 4 – Click data in GA (W0410)",[11,478,479,480,483],{},"The following test offers another simple verification that the data that you need is actually measured. In this case, it ",[236,481,482],{},"focuses on the advertisement clicks"," and determines whether the number of clicks on ads in the past 28 days is above zero. These clicks are evaluated to measure the intensiveness of the usage of the Ads (CPC). If no clicks are recorded in Google Analytics, it can indicate that Google Ads is not connected to Google Analytics, or that a technical issue is occurring within your website.",[11,485,486],{},"If no advertisement clicks are measured, the test issues a warning as can be seen in the picture below. As you have seen in the previous test, Waaila uses a warning (compared to a fail) when the problem found is less significant, because in the previous test the number of hits can still grow and be measured. Similarly, Waaila issues a warning, and not fail, in case no advertisement clicks are measured due to the fact that no information on advertisement clicks does not threaten to decrease profit immediately.",[11,488,489],{},[50,490],{"alt":40,"src":491},"\u002Fupload\u002Fwaailastaringkit-clickdataga.webp",[11,493,494,495,498,499,498,502,306,505,166],{},"Further prepared tests for the investigation of basic measurement can be found mainly in two sets of tests available in the marketplace: ",[236,496,497],{},"Waaila - General Information"," ",[236,500,501],{},"and",[236,503,504],{},"Checks",[236,506,507],{},"Waaila - Measurement Overview",[64,509,511],{"id":510},"test-5-correct-generation-of-cid-client-id-w0510","TEST 5 - Correct generation of CID (client ID) (W0510)",[11,513,514,515,518,519,522],{},"The last test in the Waaila – GA Starting Kit checks the ",[236,516,517],{},"generation of client IDs"," by evaluating the number of users versus the number of sessions. There ",[236,520,521],{},"must be significantly more sessions than users",". If it does not hold, it might show a technical problem and will therefore require deeper analysis.",[11,524,525],{},"If the ratio of sessions per user decreases below a certain threshold, the test fails. The default threshold used by the test is 1.05, therefore there can be as few as 5 % more sessions than users (e.g., if only 5 % of clients return for a second session and nobody for a third one) before the test fails. The results are presented by the device types so that you can check for which device there has been a problem (in the presented example, there is an issue with measurement for mobile users).",[11,527,528],{},[50,529],{"alt":40,"src":530},"\u002Fupload\u002Fwaailastartingkit-cid.webp",[15,532,534],{"id":533},"summary","Summary",[11,536,537,538,541,542,544],{},"To summarize, the application Waaila offers you a great way to ",[236,539,540],{},"evaluate your data measurement quality",". This article introduces Waaila through focusing on one of its prepared test sets, ",[236,543,238],{},", explaining the mechanics of tests and presenting the tests on illustrative examples. With the test explanations we included further recommendations for individual tests or other test sets, so from here, you can directly proceed with your data evaluation in Waaila.",[11,546,547,548,166],{},"If the prepared tests do not cover all your needs, you can write your own tests, with the help of our extensive ",[95,549,552],{"href":550,"rel":551},"https:\u002F\u002Fwaaila.com\u002Fen\u002Fdocs\u002Fwaaila\u002Fstart\u002Fgetting-started\u002F",[99],"documentation",[11,554,555,556,561,562,166],{},"If you have any questions regarding Waaila, you can ",[95,557,560],{"href":558,"rel":559},"https:\u002F\u002Fwaaila.com\u002Fen\u002Fabout",[99],"contact us"," via the Waaila website or write directly to the ",[95,563,565],{"href":564},"mailto:support@waaila.com","Waaila support team",[149,567,568],{"link":151,"button":152},"\n Our methodology has successfully revealed and corrected the data issue and supported the accuracy of the evaluation for multiple clients. Contact us for more information. We can ensure the accuracy of your A\u002FB testing too. \n",{"title":40,"searchDepth":192,"depth":192,"links":570},[571,574,581],{"id":258,"depth":192,"text":259,"children":572},[573],{"id":279,"depth":198,"text":280},{"id":346,"depth":192,"text":347,"children":575},[576,577,578,579,580],{"id":356,"depth":198,"text":357},{"id":397,"depth":198,"text":398},{"id":431,"depth":198,"text":432},{"id":475,"depth":198,"text":476},{"id":510,"depth":198,"text":511},{"id":533,"depth":192,"text":534},"\u002Fupload\u002Fwaailatitle.webp",{},"\u002Fen\u002Fblog\u002Fstarting-with-waaila","2021-02-08T09:21:17.000+00:00",9.88,"10 min read",[218,589,590],"content\u002Fen\u002Fblog\u002Fincrease-conversions-with-category-page-product-ranking.md","content\u002Fen\u002Fblog\u002Fdon-t-let-your-data-strategy-slow-your-business-down.md",{"title":226,"description":231},"en\u002Fblog\u002Fstarting-with-waaila","You decided to finally start validating your data in Google Analytics and already connected them into the Waaila app. Yet how you should start? Here we explore a few tests from the Waaila – Google Analytics Starting Kit.","BMQ3TtGFkAi1y2lwxpYehaeRqHepw0W_SwMkxyYyPbs",{"id":596,"title":597,"author":6,"body":598,"category":206,"description":40,"extension":207,"image":1581,"isToc":211,"langAlt":6,"meta":1582,"metaDescription":6,"navigation":211,"path":1583,"published":211,"publishedAt":1584,"readingTimeMinutes":1585,"readingTimeText":1586,"relatedArticles":1587,"seo":1590,"stem":1591,"teaser":1592,"updatedAtCustom":6,"__hash__":1593},"blog_en\u002Fen\u002Fblog\u002Fzoom-in-on-measurement-hub.md","Zoom in on Measurement Hub",{"type":8,"value":599,"toc":1552},[600,604,607,610,613,617,620,623,628,632,646,650,653,657,660,664,667,671,674,677,680,683,686,690,693,697,700,704,727,731,734,738,741,745,748,752,755,759,762,766,769,773,776,780,783,803,807,810,813,816,820,823,827,830,838,841,844,878,1371,1391,1395,1398,1401,1404,1491,1495,1498,1502,1506,1509,1513,1516,1520,1523,1527,1530,1534,1537,1541,1544,1548],[15,601,603],{"id":602},"introduction","Introduction",[11,605,606],{},"The process for better customer experience and personalization through improved segmentation starts with data collection of customers' journeys and interactions. In order to achieve the best possible outcomes, it is necessary to collect the data uniformly and set meaningful measurements across various platforms.",[11,608,609],{},"When all marketing and analytical platforms are dependent on the website data, the accuracy of data and its right integration are of the utmost importance. Leveraging the collected data is a competitive advantage that generates exponentially higher marketing investment returns.",[11,611,612],{},"In a perfect scenario, the company has reliable, responsive, and reasonably-priced development resources, the development team is highly skilled, continually cooperates with the SEO and marketing team, or there is an affordable third-party partner. But very frequently that is not the case. The task of high-quality data collected, analyzed, and measured can be vastly complex.",[15,614,616],{"id":615},"what-is-measurement-hub","What is Measurement Hub",[11,618,619],{},"Measurement Hub is not just a box solution, rather a group of complex scripts, yet elevated, more powerful, and more robust deployed via Tag Management System (TMS), commonly used one is Google Tag Manager (GTM). The codes are verified and are standardly pre-defined, can be slightly adjusted, or in case of a complicated case, they can be deeply overhauled. In addition to the scripts, it includes definitions of events and entities for data layer specification. The specification of the data layer is customizable to fit every specific need of every company in order to reach desirable goals. Fully implemented with an omnichannel context, Measurement Hub is dynamic, happening on the user's browser. The data is flowing through; however, it can be stored with integrated data storage. Therefore, Measurement Hub's value is not embedded in the codes only, but also in the expertise of consultancy.",[11,621,622],{},"Simply, Measurement Hub consists of a data layer on the front continuing to tag management system reading, consuming, and distributing the data, including establishing accurate measuring into marketing and analytical platforms. Similar to TMS implementation but much more extended.",[624,625],"image-with-caption",{"source":626,"caption":627},"\u002Fupload\u002Fmhub-schema.webp","Visualization of data flow",[15,629,631],{"id":630},"what-measurement-hub-covers","What Measurement Hub covers?",[115,633,634,637,640,643],{},[118,635,636],{},"Data layer specification (specification of entities, parameters of entities, events)",[118,638,639],{},"Measurement specification (specification of mapping Data Layer into marketing and analytics platforms)",[118,641,642],{},"Code for all commonly used marketing and analytics platforms (codes which will be implemented into TMS)",[118,644,645],{},"Settings of an analytic platform",[64,647,649],{"id":648},"maintenance-and-support","Maintenance and support",[11,651,652],{},"After the implementation, standardly you are fully independent, the code is under your ownership in your TMS. We provide an introductory explanation of the configuration and the specification is handed over in an editable document as well. Upon request, we can provide further consultations. We can also manage the Measurement hub and TMS for you.",[15,654,656],{"id":655},"what-measurement-hub-does-not-cover","What Measurement Hub does not cover?",[11,658,659],{},"Measurement Hub doesn’t focus on settings in marketing platforms. After the implementation of Measurement Hub, management of these marketing platforms is done on the company's side or their agencies, but we can help with that. At least there will be measurement specifications for the platform administrator to see what exactly is sent there. In case of additional questions or advice, we provide consultations for the standard hourly rate.",[15,661,663],{"id":662},"why-is-its-implementation-essential","Why is its implementation essential",[11,665,666],{},"Just naming a few of the many advantages of Measurement Hub, the emphasis lays on data layer specification creating the foundation for the rest of the measurement.",[64,668,670],{"id":669},"data-layer-specification","Data layer specification",[11,672,673],{},"Fulfillment of Measurement Hub provides numerous advantages; however, the most valuable one is data layer specification, which imposes data consistency throughout the entire data flow to\u002Ffrom\u002Fin all the platforms, marketing, and analytical.",[11,675,676],{},"A well-constructed data layer (DL) can portray a roadmap to customer communication since thinking beforehand about customer interaction data supports its definition in order to connect all applications.",[11,678,679],{},"Making the data clean and consistent fastens the process and makes it more precise. Measurement Hub offers its own standard, which can fit any case. The specification of DL is customized for the individual needs ensuring the pre-defined requirements will be measured accurately everywhere.",[11,681,682],{},"Data layer specification is crucial for setting up website independence. Often, during website implementation, the data layer gets lost or broken and the measurement with it. The specification helps to discover it is broken and guides the development to fix it correctly. Additionally, the specification within Measurement Hub brings a conceptual solution and when done right from the beginning, it prevents the unnecessary failures of gradual implementation. It serves as a general overview and clear explanation of data layer events and what the data represents for the analysts.",[11,684,685],{},"Without the specification, the quality of the data cannot be validated with such accuracy and newcomers have nothing to understand of your data layer. To elaborate, the specification serves as a detailed manual not only for the development team but also helps your new team members to understand your data layer and measurement. It is better to show the actual documentation and explain the process in practice, than trying to describe it abstractly. From the experience, we observed it is a very handful in case you are expanding your team or there is a sudden change in staff.",[64,687,689],{"id":688},"measurement-specification","Measurement specification",[11,691,692],{},"Mapping of entire data flow within the data infrastructure, from the data layer to each platform is important for analysts, performance teams, online marketing teams, marketing agencies, etc. Knowing what transfers where contributes not only to a better overview and a general understanding of the process, but it can set a foundation for better decisions in, for instance, marketing or business strategy, and unlocks new opportunities.",[64,694,696],{"id":695},"validation","Validation",[11,698,699],{},"Part of the Measurement Hub implementation is a well-coordinated multilevel validation process which is done by our team of specialists who are well trained for this purpose. But there are also several tools, which are helping to reveal some errors in implementation automatically or just leverage effectiveness. Most of these tools were created by the Measurement Hub team itself for these purposes.",[64,701,703],{"id":702},"among-other-advantages-are","Among other advantages are:",[115,705,706,709,712,715,718,721,724],{},[118,707,708],{},"Utilizing the full potential of marketing platforms",[118,710,711],{},"Easier implementation of custom tracking",[118,713,714],{},"Easy control & well-manageable code of measuring",[118,716,717],{},"Complex and conceptual measuring into an analytical platform",[118,719,720],{},"Reliable and uniform measuring of (clean) data",[118,722,723],{},"Automatic error tracking",[118,725,726],{},"Fast and easy integration of new platforms",[15,728,730],{"id":729},"common-problems-when-not-having-measurement-hub-or-when-do-you-need-it","Common problems when not having Measurement Hub (or when do you need it)",[11,732,733],{},"Often, the question of what is behind Measurement Hub implementation, especially in the case of a bigger e-commerce website, when setting up TMS can be done internally. This is true, however, the advantage is not solely in TMS itself. TMS is a means to an end, which in this case can be better user segmentation, targeting, and consistent data structure that supports it all. It requires technical background and knowledge along with business and user understanding to be able to adjust the settings for current and future marketing purposes; to be able to think ahead and from a certain perspective.",[64,735,737],{"id":736},"incorrect-data-duplicity-different-formats-unstructured-missing-data","Incorrect data: duplicity, different formats, unstructured, missing data...",[11,739,740],{},"Measurement Hub provides a set of codes that are implemented into TMS to make the most out of it but consistently and without duplicity. Without Measurement Hub the data is pushed in different formats causing duplicity or lost information. It can be almost impossible to put it all together after it is being pushed incorrectly.",[64,742,744],{"id":743},"website-design-changes","Website design changes",[11,746,747],{},"If website content changes progressively, the data layer gets disrupted or disappears totally and the measurement in the analytical platform cracks and then becomes incorrect, absent, or delayed, requiring substantial changes in settings. Thanks to Measurement Hub's automatic error tracking, the broken data layer is detected on time, can be fixed without a delay and the data damage will be minimal.",[64,749,751],{"id":750},"one-time-help-but-not-bringing-long-term-impact","One-time help but not bringing long-term impact",[11,753,754],{},"An easy and fast solution for a one-time project is not helping the company to grow. Opting for faster and simpler box solutions for smaller problems can help with the project. Measurement Hub looks at the whole picture, understanding the goal of the project and taking into consideration company growth. The elaborate conceptual approach harvests much more benefits in the long run and solves many problems.",[64,756,758],{"id":757},"replacing-platform","Replacing platform",[11,760,761],{},"In case of a need of replacing any current platform (especially analytical) for the new one, the entire measurement can be significantly damaged. Many platforms have their own standard data layer that is developed for their own use but is not compatible with the other platforms. Therefore, its change is extremely difficult and lots of data gets lost in the process. Leveraging Measurement Hub's own data layer, which is flexible and vendor-agnostic, the substitution happens smoothly without interruptions.",[64,763,765],{"id":764},"change-in-the-platform-api","Change in the platform API",[11,767,768],{},"Measurement Hub has its own DL standards that work for many different analytical and marketing platforms, are very flexible towards specific platforms and their changes. It is the first one to know when there is a change in the API of each platform.",[64,770,772],{"id":771},"consent-management-ready","Consent management ready",[11,774,775],{},"With the personal data law enforcement, customer consent needs to be integrated transversally on the entire website. Most TMS lack this extension, especially with GTM it can be almost impossible to execute. Measurement Hub is ready for any Consent Management System, the most common we use is Wecoma, which is in compliance with personal data protection laws, such as GDPR in the EU or CCPA in the US, or any other regulation.",[15,777,779],{"id":778},"what-can-be-achieved","What can be achieved",[11,781,782],{},"The ultimate reason for choosing Measurement Hub is generally improved marketing strategy achieved by:",[115,784,785,788,791,794,797,800],{},[118,786,787],{},"campaign automation and triggering",[118,789,790],{},"better customer experience and personalization",[118,792,793],{},"advanced segmentation and micro-segmentation",[118,795,796],{},"managing marketing audiences for targeting and retargeting",[118,798,799],{},"competitive advantage",[118,801,802],{},"exponentially higher marketing investment returns",[15,804,806],{"id":805},"why-its-different","Why it's different",[11,808,809],{},"On top of all the benefits named above, Measurement Hub and the team executing it solve problems holistically for the company, not for one project. Experiences showed that the conceptual approach should not be forsaken for the seemingly longer execution on the contrary it needs to be prioritized.",[11,811,812],{},"Every third-party analytical and marketing tool has a different way of sending and collecting data, as well as different expectations on when and where their tags should be placed. We understand each platform and its parameters hence we know exactly how to implement them all properly. Measurement Hub is created to match the parameters therefore platform integration is simple and preserves data consistency.",[11,814,815],{},"The service also contains a detailed explanation of the whole process precise definitions of tailored requirements, documentation, and consulting.",[15,817,819],{"id":818},"who-can-benefit","Who can benefit",[11,821,822],{},"Website data measuring is important for every e-commerce company. However, when e-commerce is the core business or brings the most lead and marketing spending is quite significant, simple measuring and analysis are usually not sufficient. Eloquently big companies with complicated and extensive website data architecture tend to neglect the importance of consistency and structure. Reaching higher levels of personalization and accomplishing better marketing campaign results might take even more effort and resources when done manually. Just shaping it together along the way may seem adequate, in the short-term, but eventually, it will catch up later.",[15,824,826],{"id":825},"how-does-it-work","How does it work",[11,828,829],{},"Measurement Hub’s logic in TMS serves its purpose as a middleman between the website and each platform. Some key properties of Measurement Hub:",[115,831,832,835],{},[118,833,834],{},"It is running in the browser of a user visiting your web. Therefore, there is no need for any other server and infrastructure.",[118,836,837],{},"It functions as a real-time stream middleman, thus by itself, it has no database or any storage.",[11,839,840],{},"In general, Measurement Hub takes the data from the data layer in real-time, transforms, and augments them, and immediately sends them into marketing and analytical platforms.",[11,842,843],{},"The whole data flow proceeds as follows:",[282,845,846,868],{},[118,847,848,851],{},[236,849,850],{},"Main entities are pushed into the data layer",[115,852,853,856,859,862,865],{},[118,854,855],{},"User – information about the user",[118,857,858],{},"Page – information about the context",[118,860,861],{},"Session – information about the current session",[118,863,864],{},"Order – information about things which user just ordered",[118,866,867],{},"And so on...",[118,869,870,873],{},[236,871,872],{},"Event is pushed into the data layer",[115,874,875],{},[118,876,877],{},"Page – it tells us that pageview happened (but it could be also any other event e.g. Add to cart, Product like, etc.)",[31,879,883],{"className":880,"code":881,"language":882,"meta":40,"style":40},"language-json shiki shiki-themes material-theme-ocean","{\n  \"page\": {\n    \"type\": \"list\",\n    \"trail\": \"marketing\u002Farticles\",\n    \"list\": {\n      \"pageNumber\": 2,\n      \"filters\": {\n        \"years\": [\"2020\", \"2019\"],\n        \"keywords\": [\"affilates\", \"seo\"]\n      }\n    },\n    \"locale\": \"cs-CZ\",\n    \"currencyCode\": \"CZK\",\n    \"countryCode\": \"CZ\"\n  },\n  \"session\": {\n    \"machine\": \"external\",\n    \"deviceType\": \"mobile\",\n    \"env\": \"prod\"\n  },\n  \"user\": {\n    \"username\": \"tester123\",\n    \"id\": \"66oc39119520732e1s1f23ead6c57\",\n    \"segment\": \"customer.premium\",\n    \"transactionCount\": 2,\n    \"transactionValue\": 799.99\n  },\n  \"event\": 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799.99\n",[886,1343,1345],{"class":888,"line":1344},27,[886,1346,1153],{"class":892},[886,1348,1350,1352,1355,1357,1359,1361,1363],{"class":888,"line":1349},28,[886,1351,898],{"class":892},[886,1353,1354],{"class":901},"event",[886,1356,905],{"class":892},[886,1358,908],{"class":892},[886,1360,927],{"class":892},[886,1362,902],{"class":930},[886,1364,1147],{"class":892},[886,1366,1368],{"class":888,"line":1367},29,[886,1369,1370],{"class":892},"}\n",[282,1372,1373,1386],{},[118,1374,1375,1378],{},[236,1376,1377],{},"When some event is pushed into DL, logic in TMS is triggered and starts consuming all data in DL.",[115,1379,1380,1383],{},[118,1381,1382],{},"First data are transformed and augmented if needed.",[118,1384,1385],{},"Then logic for every marketing and analytics platform is triggered and data are transformed and send according to the platform's requirements.",[118,1387,1388],{},[236,1389,1390],{},"Data is processed and saved on servers of specific platforms",[15,1392,1394],{"id":1393},"how-is-it-implemented","How is it implemented",[11,1396,1397],{},"The process starts with the definition of project requirements and is finalized by the implementation of measurement into platforms and proper settings of the analytic platform. The biggest and most important part is revolved around the data layer, its specification, implementation, and validation.",[11,1399,1400],{},"The implementation process of Measurement Hub consists of a series of steps and may take from a few weeks to several months, depending on the project requirements.",[11,1402,1403],{},"Implementation process in steps:",[282,1405,1406,1419,1432,1442,1452,1461,1471,1481],{},[118,1407,1408,1411],{},[236,1409,1410],{},"Consultation on the measurement requirements with the client",[115,1412,1413,1416],{},[118,1414,1415],{},"This is the phase where we need to gain knowledge of your business and understand your needs. The main measurement concept is created, and critical parts of the measurement are identified. It will define data requirements in marketing and analytics platforms on a general level.",[118,1417,1418],{},"The requirements are specified by the Measurement Hub team together with a responsible person from your company, usually from the analytical team or performance team.",[118,1420,1421,1424],{},[236,1422,1423],{},"Creating the data layer specification based on the client’s requirements and website structure",[115,1425,1426,1429],{},[118,1427,1428],{},"This is the main part of the process. Every entity and every parameter, which could appear in Data Layer, must be properly defined. All events must be defined there.",[118,1430,1431],{},"It is processed mainly by the Measurement Hub team but with a consultancy with your team.",[118,1433,1434,1437],{},[236,1435,1436],{},"Specification adjustment with web development",[115,1438,1439],{},[118,1440,1441],{},"There is a difference between what an analytics or performance team wants, and how difficult it would be to implement it, if it is even possible and last but not least, how much it would cost. At this stage, developers can alert us to parts of the specification that would be too difficult to implement or that do not logically match, for example, the database structure of the website. The Measurement Hub team then incorporates the decision into the specification.",[118,1443,1444,1447],{},[236,1445,1446],{},"Data layer implementation",[115,1448,1449],{},[118,1450,1451],{},"In this phase, the client's developers must implement the whole DL according to specifications.",[118,1453,1454,1456],{},[236,1455,74],{},[115,1457,1458],{},[118,1459,1460],{},"The data layer is validated manually by the Measurement Hub team. We are checking if events are happening when they should happen and if all parameters are containing what the specification defines. If there is some bug in the implementation, we are giving it back to developers for a fix.)",[118,1462,1463,1466],{},[236,1464,1465],{},"Implementation of the codes into the preferred tag management system",[115,1467,1468],{},[118,1469,1470],{},"Measurement Hub team will implement the content of the tag management system with codes for all marketing and analytics platforms which client want to use according to measurement specification)",[118,1472,1473,1476],{},[236,1474,1475],{},"Analytical platform settings",[115,1477,1478],{},[118,1479,1480],{},"Measurement Hub team prepares full settings of Analytical platform according to measurement specification, including custom dimensions, metrics settings, proper account structure settings, proper campaign grouping, filtering out testing, bots and other not wanted traffic.",[118,1482,1483,1486],{},[236,1484,1485],{},"Validation of measured data in the analytical platform",[115,1487,1488],{},[118,1489,1490],{},"Measurement Hub team validates measured data in analytical data to approve the right implementation of everything above. Also, some errors in DL there could appear due to hidden parts of the web or use case, which was not possible to find out with manual validation.",[15,1492,1494],{"id":1493},"price","Price",[11,1496,1497],{},"Measurement Hub's price depends on the website’s complexity, a number of marketing and analytics platforms, and individual requirements. Price ranges widely and it needs to be individually defined. There is a one-time payment just for the implementation without further fee for using Measurement Hub. Additionally, we can agree on a support fee for change requests in the specification, measurement codes, and so on.",[15,1499,1501],{"id":1500},"faq","FAQ",[110,1503,1505],{"id":1504},"what-if-we-do-not-have-any-tag-management-system","What if we do not have any tag management system?",[11,1507,1508],{},"That is not an obstacle. We can help you to pick the right one for you and include its implementation into the specification for developers.",[110,1510,1512],{"id":1511},"does-measurement-hub-also-work-for-mobile-applications","Does Measurement Hub also work for mobile applications?",[11,1514,1515],{},"Yes, from a technical point of view it is different, but the concept is almost the same. There is just one main difference in the implementation process - the implementation of marketing and analytics platforms. In the application, the implementation needs to be done fully by your developers. However, we provide full specifications on how to implement Measurement Hub in the mobile application, consistently aligned with website measurement.",[110,1517,1519],{"id":1518},"what-if-we-have-already-implemented-something-in-our-tms","What if we have already implemented something in our TMS?",[11,1521,1522],{},"That is not a problem. We can choose from several approaches, depending on the quality of the content of your current TMS and your preferences. We can investigate the functionality in your current TMS and propose solutions for improvement. A few options that can be either use part of it or all of it, or just overwrite it all.",[110,1524,1526],{"id":1525},"what-if-our-developers-do-not-cooperate-they-are-overloaded-with-other-higher-priority-tasks-or-they-cannot-help-us-for-a-different-reason","What if our developers do not cooperate, they are overloaded with other higher priority tasks, or they cannot help us for a different reason?",[11,1528,1529],{},"This can be a huge complication, which will definitely have an impact on the quality of the result. But we can help even in this case. It is possible to detect many things directly in TMS without developers' DL, which means without developers' help. We can develop some workarounds that can help you to get as much as possible from your website without developers.",[110,1531,1533],{"id":1532},"what-if-i-already-have-implemented-the-data-layer","What if I already have implemented the data layer?",[11,1535,1536],{},"We always prefer to create a new property for the new data layer to not be in conflict with the old one. The best practice is to also create a new TMS container for Measurement Hub and in that case, we have totally separated the old and the new measurement.",[110,1538,1540],{"id":1539},"what-about-the-continuality-of-my-data","What about the continuality of my data?",[11,1542,1543],{},"We are always preparing the specification with respect to your current measurement. We are discussing with you where we can break continuality for better measurement usability and the final decision is always on you.",[149,1545,1547],{"link":151,"button":1546},"Get in touch with us!","\nWant to know more about Measurement Hub and how you can benefit from it?\n",[1549,1550,1551],"style",{},"html pre.shiki code .sAklC, html code.shiki .sAklC{--shiki-default:#89DDFF}html pre.shiki code .sJ14y, html code.shiki .sJ14y{--shiki-default:#C792EA}html pre.shiki code .s5Dmg, html code.shiki .s5Dmg{--shiki-default:#FFCB6B}html pre.shiki code .sfyAc, html code.shiki .sfyAc{--shiki-default:#C3E88D}html pre.shiki code .sx098, html code.shiki .sx098{--shiki-default:#F78C6C}html pre.shiki code .s-wAU, html code.shiki .s-wAU{--shiki-default:#F07178}html .default .shiki span {color: var(--shiki-default);background: var(--shiki-default-bg);font-style: var(--shiki-default-font-style);font-weight: var(--shiki-default-font-weight);text-decoration: var(--shiki-default-text-decoration);}html .shiki span {color: var(--shiki-default);background: var(--shiki-default-bg);font-style: var(--shiki-default-font-style);font-weight: var(--shiki-default-font-weight);text-decoration: var(--shiki-default-text-decoration);}",{"title":40,"searchDepth":192,"depth":192,"links":1553},[1554,1555,1556,1559,1560,1566,1574,1575,1576,1577,1578,1579,1580],{"id":602,"depth":192,"text":603},{"id":615,"depth":192,"text":616},{"id":630,"depth":192,"text":631,"children":1557},[1558],{"id":648,"depth":198,"text":649},{"id":655,"depth":192,"text":656},{"id":662,"depth":192,"text":663,"children":1561},[1562,1563,1564,1565],{"id":669,"depth":198,"text":670},{"id":688,"depth":198,"text":689},{"id":695,"depth":198,"text":696},{"id":702,"depth":198,"text":703},{"id":729,"depth":192,"text":730,"children":1567},[1568,1569,1570,1571,1572,1573],{"id":736,"depth":198,"text":737},{"id":743,"depth":198,"text":744},{"id":750,"depth":198,"text":751},{"id":757,"depth":198,"text":758},{"id":764,"depth":198,"text":765},{"id":771,"depth":198,"text":772},{"id":778,"depth":192,"text":779},{"id":805,"depth":192,"text":806},{"id":818,"depth":192,"text":819},{"id":825,"depth":192,"text":826},{"id":1393,"depth":192,"text":1394},{"id":1493,"depth":192,"text":1494},{"id":1500,"depth":192,"text":1501},"\u002Fupload\u002Fmeasurement-hub-article-title-picture.webp",{},"\u002Fen\u002Fblog\u002Fzoom-in-on-measurement-hub","2020-06-25T12:00:00.000+00:00",15.86,"16 min read",[1588,1589],"content\u002Fen\u002Fblog\u002Fnotes-on-new-features-of-google-analytics-reporting-api-v4.md","content\u002Fen\u002Fblog\u002Fnew-data-api-for-google-analytics-4.md",{"title":597,"description":40},"en\u002Fblog\u002Fzoom-in-on-measurement-hub","Make the data clean, focused, and make all marketing campaigns more effective. Leveraging the collected data is a competitive advantage that generates exponentially higher marketing investment returns.","RHzQSC5vtEVUzNdvkmdpxHJCHBOl3wg9Lro8zMPmQM0",1789131822947]