Intermediate everything in Analytics & Metrics, page 16
Client-Side vs. Server-Side Tracking
The difference is who sends your data: the user's browser (client-side) or your server (server-side). Client-side is simple but fragile against ad blockers. Server-side offers more control but adds cost. The footgun is thinking server-side is a magic fix.
User ID: The Key to Cross-Device Analytics
A User ID stitches together a person's journey across devices and sessions, moving beyond anonymous tracking. It's key for apps with logins to see the full customer lifecycle. The footgun: never use the User ID for a custom dimension; it will break reporting.
The Data Layer: Your Web Page's Central Message Bus
The data layer is a central message bus for your website, decoupling your app from analytics tags. It passes dynamic data like purchase totals or button clicks to tools like Google Tag Manager, which listens for these events to fire tags.
Customer Segmentation: Treat Different Customers Differently
Instead of treating all customers the same, segmentation groups them by shared behaviors or traits. This helps tailor marketing campaigns or manage relationships.
Cohort Analysis: Comparing User Groups Over Time
Instead of averaging all user behavior, cohort analysis groups users by a shared starting point, like their sign-up month. This reveals how product changes affect retention for specific groups. The footgun is lumping everyone together, which hides real trends.
We are hiring for this. Every open role lists the topics its interview covers, so you can prepare for the real thing rather than guessing.
See open roles