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Digital analytics blog

Latest posts

How to work in Google BigQuery using SQL.

Enhanced link attribution in Google Analytics and Google Tag Manager.

April 8, 2020

Google Analytics does not provide its users with heatmaps, but it does enable a site visitor’s behavior to be analyzed using Page analytics plugin for Google Chrome. Page Analytics is not a heatmap, but it shows the clicks distribution between different links on the analyzed page. Continue reading


How to work in Google BigQuery using SQL.

How to work in Google BigQuery using SQL.

March 26, 2020

This might be your first guide to SQL and BigQuery. If so, that’s cool, but if it isn’t, we hope that our guide will provide clear explanations and help you understand things better. The goal of this guide is to help you become more familiar with SQL and BigQuery as quickly as possible so that you can make simple queries by the end of it. Continue reading


BigQuery: User-Defined Functions.

BigQuery: User-Defined Functions.

March 8, 2020

BigQuery has an option called User-Defined Functions, which helps users to maintain data as they want, row by row, using JavaScript. You will only want to use this if you cannot do something with data by standard BQ methods. Continue reading


Custom Dimensions in Google Analytics.

Custom Dimensions in Google Analytics.

February 22, 2020

Google Analytics provides us with a large number of useful dimensions that help us understand what is happening on the website. But to make full use of GA opportunities, you should definitely use custom dimensions. Only custom dimensions will allow you to get a lot of data that are not tracked automatically, e.g., you can export some information from your CRM or add some domain-specific dimensions. Continue reading


Seven reasons why your digital marketing campaign may fail.

Seven reasons why your digital marketing campaign may fail.

February 12, 2020

Quite often we place all our hopes on digital marketing campaigns but sometimes, they just don’t work out the way we want them to. And pretty often the exact reasons for this aren’t obvious. Today I want to share my list of why I think your digital campaign may fail. Continue reading


The Shapley Value in Data-Driven Attribution.

Yandex Direct Starter Pack.

October 20, 2019

Yandex.Direct, or Direct for short, is an ads platform for posting search and display advertising in the Yandex Search Engine and the Yandex Advertising Network (YAN, or RSYA in Russian). Continue reading


The Shapley Value in Data-Driven Attribution.

The Shapley Value in Data-Driven Attribution: How It Works.

October 2, 2019

To accurately evaluate marketing efforts, proper attribution is crucial. These days, increasingly diverse approaches are being suggested by vendors to help advertisers in this domain gain deeper insights into how different touchpoints, channels and campaigns contribute to overall marketing outcomes. Continue reading


Google Tag Manager Events: Proper Usage.

Google Tag Manager Events: Proper Usage.

September 17, 2019

When configuring Google Tag Manager triggers and tags, it’s crucial to understand when they will fire, so that all the necessary tracking will be tied with the right events. Three main GTM events to which you can tie your trigger are: Continue reading


Campaign Timeout: A Google Analytics Setting That Matters.

Campaign Timeout: A Google Analytics Setting That Matters.

August 16, 2019

Usually, Google Analytics implementation includes a few steps such as testing the tag, configuring the settings in the Admin panel and setting up all necessary permissions and integrations. It can be quite easy – especially if you are new to GA – to miss something important. Continue reading


BigQuery interface overview

BigQuery interface overview.

July 2, 2019

These instructions will help you to get started with the BigQuery interface. All you need to try it is a Google account: that’s it! BigQuery, in a nutshell, is cloud storage that may include data from many data sources, such as Google Analytics, Google Ads, Salesforce, etc. Continue reading


Pulling out the next page visited by new users in Google BigQuery

Pulling out the next page visited by new users in Google BigQuery.

June 28, 2019

Suppose that you have a particular landing page on your website, and you want to understand how it works for new users: how often they abandon the site after visiting this page or, for those who continue, which pages they visit afterwards. You could try to find these data in Google Analytics – it appears that the Navigation Summary report was invented for exactly this purpose and, to some extent, this is true. Continue reading


BigQuery: totals by day, totals by date range

BigQuery: totals by day, totals by date range in one table.

June 22, 2019

Let’s say that you want to know the conversion amount in a specific date range for streaming in BigQuery: the total amount for each day and the total for all days as well. You could do this by making either two queries resulting in two tables, or one query resulting in one table. Continue reading


BigQuery: how to update tables using views and Google Apps Scripts.

BigQuery: how to update tables using views and Google Apps Scripts.

June 21, 2019

Let’s assume you have a big table with raw data, for example, from Google Analytics. You make a query for data processing and obtain a more informative table. The question is how to update it on a daily basis and append new data from the main table. Continue reading


Full Referrer Dimension: Measuring Assisted Revenue.

Full Referrer Dimension: Measuring Assisted Revenue.

June 03, 2019

Let’s imagine that someone has posted a few articles that lead to your website, and you are able to find the data about this traffic source under the /referral section (because the links posted are https, luckily). Continue reading


Calculating Audience Intersection in Google BigQuery.

Calculating Audience Intersection in Google BigQuery.

February 24, 2019

Let’s imagine that we need to analyze the number of users who have visited two particular webpages during the last year. We want to know how many of them have visited Page A, how many Page B and how many have visited both pages during the period. Continue reading


Top Conversion Paths in Google Analytics and BigQuery.

Top Conversion Paths in Google Analytics and BigQuery.

February 5, 2019

Understanding top conversion paths can be a crucial part of the customer journey analysis and an important step towards better understanding of how marketing channels cooperate. It is particularly useful to know the top paths to conversion when planning marketing and advertising budgets. Continue reading


Custom Event GTM

Custom Event Trigger in Google Tag Manager: Two Different Ways to Use it in One Example.

January 24, 2019

Today, we will talk about the custom event trigger using one of our case studies, in which we used Google Tag Manager custom event to track a user’s interaction with a simple promo game on one of our landing pages. Continue reading


Assisted conversions

Going Beyond the Limits of the Assisted Conversions Report with BigQuery Hit-level Data.

January 19, 2019

Assisted conversions can be a rather valuable metric in a number of cases when there is a need to determine whether a piece of content or an online marketing campaign has contributed to a long-term conversion path. However, an assisted conversions report has a number of limitations. Continue reading


Assisted conversions

Multi-Channel Funnels And Acquisition Reports: Difference in Conversion Data.

January 9, 2019

In our work we quite often use various Google Analytics reports to evaluate the channels and the campaign’s performance. While most of the standard reports are a perfect place to superficially check the metrics and get some basic information, multi-channel funnels reports are used when there is a need for a little more sophisticated analysis. Continue reading