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Analytics Playbook by Dana DiTomaso

Get bi-weekly insights curated by analytics expert Dana DiTomaso. Each issue includes expert tips, must-read articles, and free resources, all designed to help you take action and see real results.


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Sep 01

Held together with popsicle sticks and dreams

Hey Reader! I've been building a Looker Data Studio dashboard for a client where we need to combine different pieces of data that are about the same location, but the location name is saved in two different custom dimensions or sometimes under neither, in which case I have to infer it from the page path (which itself is a giant CASE function). On top of that, BigQuery isn't an option for this data, so everything has to come straight from the GA4 connector. Here's what I ended up with: Ew. Is...

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Aug 11

What going outside taught me about analytics

Jul 27

I'm hand-coding websites again, on purpose

Jul 14

What is your site tracking when nobody's looking?

Jun 25

Are you missing signals in your measurement framework?

Jun 15

GA4 and your BI tool disagree. Now what?

Jun 02

When the platform finally fixes the thing — now what?

May 19

The measurement gap you can't fix with better implementation

May 05

The gap between data that exists and data that gets used

Apr 21

How to audit discrepancies between GA4 and anything else (plus: Looker Studio is Data Studio again)

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