Archive Data Add-On for Google Sheets

The free Google Sheets add-on Archive Data helps store snapshots of historical data in your Google Sheets reports and dashboards. It allows you to set a schedule to paste from row or column X to Y, automatically creating a record of your original data. Example:You have a monthly dashboard that uses the “Google Analytics spreadsheet add-on” … Read more

GA Event Tracking in GTM – Pass-Through Data Layer

This is the third post in a series on design patterns for tracking events in Google Analytics (GA) using Google Tag Manager (GTM). This third pattern is a developer-focused implementation pattern where your site developers push all the required information into a data layer. This method is sometimes referred to as a “pass through” method. … Read more

GA Event Tracking in GTM – Custom HTML and JS

This is the second post in a series on design patterns for tracking events in Google Analytics (GA) using Google Tag Manager (GTM). This second pattern involves adding JavaScript through a Custom HTML tag. GTM is a very flexible tool, opening up many potential implementation design patterns for tagging. There is a spectrum, where some … Read more

Google Analytics Event Tracking in Google Tag Manager

There are many types of site interactions you may be interested in tracking: scroll distance down a page, clicks on a hero image, email address submissions, and so on. All of these can be tracked using Google Analytics’ event tracking tags, which in turn can be set through Google Tag Manager (GTM). GTM is a … Read more

Add Custom Metric to GA Using Google Tag Manager

Every report in Google Analytics contains dimensions and metrics. Dimensions describe the data, and metrics measure them. Custom metrics let you measure additional items beyond the default measurements like “sessions” and “total events”. It’s easy to overlook them because it’s often possible to get similar results in other ways (e.g. events + goals), but custom … Read more

Can’t Access Google AdWords Keyword Planner

The Google AdWords keyword planner is one of the best free tools for researching the demand for a market and its keywords. However, Google pushes new signups into a “new account loop”, where they ask you to enter payment details before accessing the keyword tool. This post originally showed how to access the Google AdWords … Read more

Multiple vs. Single Containers in Google Tag Manager

This post addresses whether it’s better to use a single Tag Manager container for a website, or to create different containers for different sections of the site. For smaller companies, it may be obvious that a single container should serve the entire company, but for large companies with multiple business owners and site sections, it … Read more

Hostname Attribution in Google Analytics

Depending on your site setup, a user may navigate between multiple subdomains while on your site. For example, they may start with, then go to, and so on. Google Analytics has a Hostname (subdomain) report located at Audience > Technology > Network > select the Hostname tab. In this report, the sum of … Read more