#50 Who wants to be an analyticsionaire!

The Measure Pod
The Measure Pod
#50 Who wants to be an analyticsionaire!

This week Dan puts Dara in the hot seat for a Who Wants to Be a Millionaire special! Dara is raising money for charity, and Dan has curated 15 questions spanning Universal Analytics, Google Analytics 4, Google Tag Manager, and some other curveballs thrown in there for good measure too.

Dara’s chosen charity is Hopefield Animal Sanctuary, please support them if you can by donating to help the, care for sick, unwanted and mistreated animals – https://bit.ly/3Pvzknm (and they have a vegan cafe too!).

Dan and Dara are taking a few well deserved weeks off, they’ll be back soon for plenty more analytics hot takes and interesting guests.

In other news, there is no other news!

Follow Measurelab on LinkedIn for all the latest podcast episodes, analytics resources and industry news at https://bit.ly/3Ka513y.

Intro music composed by the amazing Confidential (Spotify https://spoti.fi/3JnEdg6).

If you’re liking the show, please show some support and leave a rating on Spotify.

If you have some feedback or a suggestion for Dan and Dara, fill in the form https://bit.ly/3MNtPzl to let them know. Alternatively, you can email podcast@measurelab.co.uk to drop them a message.


[00:00:00] Daniel: Hello, and welcome to The Measure Pod, a very special edition indeed, episode number 50. For this special edition, we thought we’d try something a little bit different. And instead of myself and Dara talking either with the guest or with each other around some analytics topic of interest. We thought we’d take a slightly different approach and do a bit of a special episode where we are going to be doing a quiz in the style of Who Wants to Be a Millionaire. And this time I’ve put Dara in the hot seat and I’m taking over control for this episode. One episode only, I promise. So back to scheduled listening next week, but Dara, are you ready for this?

[00:00:46] Dara: No, but let’s do it anyway. I’m feeling the most nervous I’ve probably been in a very long time.

[00:00:54] Daniel: Is that either because I’ve got loads of questions to test your knowledge on the last 49 episodes of the podcast, or is it because we’ve got a bunch of our colleagues also joining us on this recording?

[00:01:03] Dara: Yes.

[00:01:05] Daniel: All right well we do have a bunch of fellow Measurelabbers colleagues on the call. So what I want to do is just quickly say hello, just give us a shout.

[00:01:11] Daniel: So we’ve got Scott with us.

[00:01:13] Scott: Hello.

[00:01:14] Daniel: We’ve got George.

[00:01:14] George: Hello.

[00:01:15] Daniel: We’ve got Katie.

[00:01:16] Katie: Hi.

[00:01:17] Daniel: And Magda.

[00:01:17] Magda: Hello.

[00:01:18] Daniel: And Matthew.

[00:01:19] Matthew: Hello.

[00:01:19] Daniel: And Adam.

[00:01:20] Adam: Hello.

[00:01:21] Daniel: And Liam.

[00:01:21] Liam: Hello.

[00:01:22] Daniel: And Jake.

[00:01:23] Jake: Hi.

[00:01:24] Daniel: Hello lovely audience. So there you go, Dara, we have an audience. We have people watching us basically. I’m quite nervous doing this as well, but probably nowhere on the same scale you are. So if anyone is unfamiliar with the Who Wants to Be a Millionaire theme, the way it works is that we’ve got 15 questions, I’m going with the original Who Wants to Be a Millionaire by the way. So I know that there’s a couple of different versions flying around. And I’ll explain a bit about the rules in a moment, but one thing that’s really important, and we’re not just doing this for a laugh or for the sake of it. Dara, you’ve decided to play for charity. So we will be donating money, depending on how far you get of course, we’ll be playing for a charity. So do you want to introduce a little bit around the charity that you’ve selected?

[00:02:01] Dara: Yes I’m going to be playing, and I hope I do a good enough job for them, but I’m going to be playing for Hopefield Animal Sanctuary, who are in Brentwood, in Essex, which I think is a place you are vaguely familiar with Dan. So Hopefield run a 53 acre animal sanctuary. It’s been running since 1983, which coincidentally is the year I was born, but they do really great work and they started out rescuing horses, but they’ve gone on to rescue and provide sanctuary to a whole bunch of different types of animals, big and small, including having a reptile house, which is something close to my heart, given that I have three snakes of my own. I think they’re currently providing sanctuary to something like 500 animals or more. And they also have an all vegan cafe on site, which is a bonus for people like me who are vegan. Really good cause, and hopefully I’m going to do this justice and raise some good money for them.

[00:02:50] Daniel: Amazing, really worthy cause. And yes, I do know Brentwood, I grew up just down the road. Just on that, assuming you reach the final mark Dara, and you get that million pound question, we’ll be donating one thousand pounds to that charity. But let’s talk a bit more around how this works, how the structure of Who Wants to Be a Millionaire. We’re going to try our absolute best to do this in an audio format as well. Although for the listeners, I do have some interactive slides that I’m sharing with the group that have joined us for the recording.

[00:03:14] Daniel: So the way it works is there’s 15 questions, and the 15th question is the million pound question. That’s obviously what we are cheering Dara on to get. However, every five questions, there’s a, almost like a bracket that you go past. Question number 5 is for a thousand pounds, 10 is 32,000 pounds and 15 is the million mark. So if you reach those 3 milestones Dara for the charity, if you reach the first milestone, which is question number five, the thousand pound question will be donating a hundred pounds to your charity. If you reach the second milestone, the 32,000 pound question, we are going to be donating 500 pounds. And if you do make it all the way to the very end, we’ll be donating the top prize of a thousand pounds. And no spoilers, but there might be something in it for you as well Dara, little kind of treats and incentives along the way. Obviously we’re playing for the cash prize for charity, but there’s a couple of additional perks shall we say.

[00:04:00] Dara: Now I’m going to take it really seriously.

[00:04:04] Daniel: So let’s begin shall we, are you ready Dara?

[00:04:08] Dara: Ready as I’ll ever be.

[00:04:09] Daniel: All right, so question number one, Dara, this is for a hundred pounds. The question is what does GA stand for? You’ve got A, Google Analytics, B, General Analytics, C, Google Advertising, or is it D, Garment Alterations?

[00:04:26] Dara: Ooh, starting off with a tough one. I’m going to be brave and I’m going to go for A, Google Analytics.

[00:04:33] Daniel: Are you sure? Is that your final answer?

[00:04:36] Dara: It’s my final answer.

[00:04:38] Daniel: You’ve selected A, Google Analytics, and that is correct well done. You have got past the starting block, I suppose, the way we can think about it. So you’ve reached it. You’ve reached the hundred pound mark, only four more questions for the first prize.

[00:04:54] Daniel: So question two, Dara, and this is for the value of 200 pounds. What is the monthly hit limit in the free version of Universal Analytics? Is it A, 5 million, is it B, 10 million, C, 20 million or D, 10 billion?

[00:05:09] Dara: That would be B, 10 million.

[00:05:12] Daniel: I’m going to double check again. Dara is that your final answer? Are you sure?

[00:05:16] Dara: It is my final answer.

[00:05:21] Daniel: Yes, you are correct. Well done you’ve reached the second mark. You’ve reached 200 pounds. How you feeling so far Dara? Just checking in.

[00:05:29] Dara: I feel like the little panic emoji on Slack.

[00:05:33] Daniel: All right well, hopefully we won’t make it too more intense for you, but I do have to say that the first two questions are a bit of a given, so far, so good. So question number three, this is for 300 pounds. In the 360 version of Universal Analytics, what is the maximum number of custom dimensions? Is it A, 20? B, 40? C, 200? Or D, 400?

[00:05:58] Dara: Oh, I thought I knew the answer. Oh, I think I know.

[00:06:03] Daniel: Just to remind you, Dara, you have three lifelines, you have phone a friend in which you get to pick one of the lovely audience members that are with us on the call to help you out for 30 seconds, you have a 50/50, which is I take away two incorrect answers from the screen, or you have ask the audience in which case the same audience that are with us now I’m going to run a poll and they’ll give you their opinion.

[00:06:24] Dara: It’s the bit when you watch the show and you show at the TV. I think I know, but it’d be very foolish potentially. I’m thinking it’s C, 200.

[00:06:38] Daniel: So why are you doubting yourself?

[00:06:39] Dara: Because that’s what you do when you suddenly sat in this chair, rather than watching it on the TV when you think you know everything. I’m going to be brave. I’m going to go C, 200.

[00:06:49] Daniel: 200 custom dimensions in GA 360 on the Universal Analytics properties, is that your final answer?

[00:06:55] Dara: Final answer.

[00:06:58] Daniel: You are correct. Well done Dara, your instincts were right. What number were you thinking of?

[00:07:03] Dara: 50.

[00:07:07] Daniel: I think your head’s in the GA4 mode now.

[00:07:09] Dara: I think it is, yeah.

[00:07:10] Daniel: So well done, you’ve made it to the 300 pound mark. So now we’re going up a bit more, we’re going to go up to 500 pounds. So question number 4 for 500 pounds. The question is, how many data scopes are there in Universal Analytics? We have A, is two? B, is three? C, is four? Or D, is five? I’ll give you bonus points if you can name all of them.

[00:07:38] Dara: Well, I’ll tell you my thinking before I say those words that lock it in. I’m thinking it’s four, because I’m thinking hit, session, user and product. But I don’t like the fact that five is an option, because it makes me think what if this one that I’m not remembering. But I’m pretty sure, I’m pretty sure it’s the four. It’s the four that I said.

[00:08:01] Daniel: You’re thinking four. Are you going to lock that in and make that your final answer?

[00:08:06] Dara: I’m going to ponder it for a brief moment.

[00:08:10] Daniel: And there’s me thinking that starting with the Universal Analytics questions is a nice easy, easy start.

[00:08:15] Dara: Yeah, it’s amazing how much you doubt yourself suddenly when you’re given different options, they were the four that came straight into my head before the options even came up. So I’m going to go for C, it’s four, hit, session, user and product. Final answer.

[00:08:30] Daniel: Final answer. Okay, Dara well you should listen to your instinct more often. That’s the second time, and it is 100% correct, well done.

[00:08:39] Dara: Wow.

[00:08:40] Daniel: So Dara, this is the first milestone and this is the first time that we get to lock in some guaranteed cash for your chosen charity. So question number five for the 1000 pound mark, what does UTM stand for? Is it A, Universal Tracking Module? Is it B, Urchins Tagging Mode? Is it C, User Tracker Module? Or is it D, Urchin Tracking Module?

[00:09:06] Dara: It’s D, Urchin Tracking Module.

[00:09:09] Daniel: Very confident with this one. Is that your final answer?

[00:09:11] Dara: It is.

[00:09:14] Daniel: Well done, you have done it. You’ve raised a hundred pounds for your selected charity and you’ve made it past the first five questions. Well done. What you’ve also won is a hamper of chocolate, Happi chocolate, oat milk vegan chocolate that will be sent to your house.

[00:09:29] Dara: Amazing. Ah, brilliant.

[00:09:31] Daniel: Well, I’m using the company credit card Dara, so technically you’re buying it for yourself. But anyway, you’re welcome nevertheless. All right you ready for the second phase, Dara. Are you ready for the next question?

[00:09:41] Dara: Let’s do it.

[00:09:42] Daniel: The next question for 2000 pounds now, so doubling in value. Google strongly advises what type of case to use for GA4 event and parameter names? We have A, is it camelCase? Is it B, snake_case? Is it C, PascalCase? Or is it D, kebab-case?

[00:10:01] Dara: This is genuinely getting hard now. We’ve moved out of my area of expertise. My first thought before I saw the answers was A, but now I’m thinking it could be B.

[00:10:17] Daniel: Do you know any of the GA4 event names off the top of your head? Maybe some of the automatically collected ones that GA4 has?

[00:10:23] Dara: Like session start.

[00:10:25] Daniel: Yeah, how’s that spelt?

[00:10:27] Dara: Problem if I use the 50/50 is I know how this show works. I’m going to get left with the two I’m already thinking it could be. I was thinking the words, camel case, but snake case looks more like it because I’ve seen the dimensions and metrics before with the underscore. Maybe I thought camel case was snake case.

[00:10:50] Daniel: So for our listeners, A, camel case is one word, but the second and third words are capitalised. B, snake case, is all lowercase with an underscore instead of spaces. Pascal case is the same as camel case, but every first lesser of every word is capitalised and kebab case is all lowercase and instead of spaces, you’ve got hyphens.

[00:11:09] Dara: Well I’m doing my own 50/50, and I’m ruling out C and D, but looking at them, I’ve seen them with an underscore. I’m going to go with how they look and I’m going to say it’s B, snake case.

[00:11:22] Daniel: And you’re certain, I want you to say the words that it’s your final answer to lock it in, to see if you’ve won that 2000 pounds?

[00:11:28] Dara: Well, I’m not certain, but just looking at it I’ve definitely seen them listed with underscores. And looking at how camel case actually looks, I don’t think I’ve ever seen anything GA (Google Analytics) related. This is where it’ll be embarrassing if I’m wrong, but I don’t think I’ve ever seen anything with camel case, but I have definitely seen them with the underscore. So I’m going to say B, snake case. Final answer.

[00:11:51] Daniel: Final answer, all right. Well, Dara again, your instinct is 100% correct. It is snake case, it is lowercase characters with an underscore instead of spaces. A small caveat to this, technically it will accept all of the cases, but I use the word ‘strongly recommends’ and including all of the automatically collected events like session_start, first_visit, and screen_view, page_view all of those are in the snake case. All right well, well done, you’ve made it past that hurdle. You’ve done question six, you’ve got 2000 pounds in the metaphorical bank in this game. So question seven. So this time we’re playing for 4,000 pounds again, doubling in value. Hopefully if I’ve done my job right, getting slightly harder every time. And the next question is which of the following is not an exploration technique in GA4, we have the, A, path exploration, B, segment overlap, C, user explorer, or D, pivot table?

[00:12:50] Dara: I would just straight away say it’s D, pivot table, but it’s amazing the pressure you feel under when you’re, when money is at stake.

[00:12:57] Daniel: And it’s being recorded.

[00:13:01] Dara: Yeah, which of these is not an exploration technique in GA4? My one worry is this is something to do with like the, the semantics. And like what I’m thinking is in the exploration section of GA4, you can do segment overlaps. I don’t know about user explorer though. It’s not going to be pivot table is it, as in pivot table has to be the answer, which of these is not an exploration technique? The only one I’m going to say I’m certain of, and it probably, it doesn’t make it right. The only one that I’m pretty certain is part of the exploration is the segment overlap, but I’m now doubting path exploration and user explorer.

[00:13:46] Daniel: I’m going to have to stop pressing you for an answer Dara, sorry.

[00:13:50] Dara: I think I’m going to have to ask the audience.

[00:13:52] Daniel: All right, well audience, if you head over to our Slack channel, I’ve put a poll in there. Could you all please vote for the answer that you think is correct for this question? Which one do you think is not an expiration technique in GA4? One more person left to vote. Okay so Dara, the audience have spoken and it’s unanimous, they’re all voting for D.

[00:14:12] Dara: Oh, I’m trusting my instinct less and less as it goes on. I’m going to trust the audience more than I trusted myself and I’m going to go with D, pivot table. Final answer.

[00:14:23] Daniel: Final answer. Okay, so the audience and Dara has spoken and they are correct. D is not an exploration technique. So pivot tables are not an exploration technique, it is a way of formatting the free form exploration technique. So you can do pivot tables, but it’s not a technique in its own right. How are you feeling?

[00:14:46] Dara: Annoyed that I used my very smart audience for something that I should have just answered, but that’s the way the show goes.

[00:14:53] Daniel: Well, you get to pick on one of them individually, if you wanted to at some point with your phone a friend lifeline. So you’ve still got their help in some way. All right, congratulations. That was 4,000 pounds. We’re moving onwards and upwards, doubling the value to 8,000 pounds in question eight. For this question, what year did Google purchase Urchin Analytics and release the first version of Google Analytics? Was it A, 2003? B, 2004? C, 2005? Or D, 2006?

[00:15:23] Dara: Ah, the answer I thought about, I wish they were like one was 1954, one was 2038, but annoyingly they’re all very close. But the one I thought of before the answers even came up was 2005. 

[00:15:38] Daniel: Why are you doubting yourself this time?

[00:15:41] Dara: The only reason I’m doubting myself is because when I see the other numbers so close to it, I think maybe it’s one of the other ones. I did have 2005 in my head, I’m going to learn from my mistake in the last one when I didn’t trust my gut and I’m going to trust it this time and hopefully not get it wrong. I’m going to go with 2005, final answer.

[00:15:58] Daniel: So you’re going for C, 2005, the year that Google purchased Urchin Analytics and released their first version of GA (Google Analytics). So Dara again, your gut has proved correct. It is C, 2005, correct. You just won 8,000 imaginary pounds. Well anyway, you still have your two lifelines, phone a friend and 50/50 to lean back on if you’d like to, but moving onwards and upwards, we’re now doubling again to 16,000 pounds, question number nine. For this question, we’re going to be asking what month of the year 2020 was GA4 formally released out of beta. We have September, October, November, December.

[00:16:39] Dara: Ah, that’s a horrible question. What month of the year in 2020 was GA4 formally released and came out of beta?

[00:16:48] Daniel: So before this date, it was called app plus web and it was in a beta phase. And at this specific date in the year 2020, it was rebranded as GA4 and it is now the default property type and removed the beta flag to most people’s annoyance, because I think there’s an argument that is still in beta.

[00:17:09] Dara: Yeah it didn’t annoy me to the point that I marked the month in my brain.

[00:17:14] Daniel: If you get the day correct as well, you’ll get bonus points.

[00:17:17] Dara: That’s very unlikely given I don’t know the month, and probably wouldn’t have known the year, but I have a suspicion or an inkling, but rather than saying what that is, I think I might need to use. I’m thinking about using a 50/50 to see what that leaves me with. Because I don’t, everybody in the audience is very smart, but I don’t know if this is the kind of thing you would remember.

[00:17:47] Daniel: Is this the kind of thing that I would know, but no one else would even think it’s important at all. If so then I apologise it’s so early in this quiz.

[00:17:55] Dara: Well, I don’t know, I only know that I don’t know. I have it kind of narrowed down in my head, doesn’t mean I’m right at all, but I have it narrowed down in my head. I think I’m going to have to use a 50/50.

[00:18:08] Daniel: Are you sure?

[00:18:09] Dara: Yes.

[00:18:11] Daniel: Okay so the 50/50 has taken out A and C. So you are left with B, October and D, December.

[00:18:17] Dara: So I’m left with either B or D. So it’s October or December?

[00:18:22] Daniel: Correct.

[00:18:23] Dara: So I had narrowed it down in my head based on potentially no evidence whatsoever, just a feeling which was either September or October. One of those has gone now, but I have absolutely no idea if it was in October or December. Well, the only thing I have to go on is just a vague feeling that it was either September or October. So I’m tempted to take the gamble and go for B. I think I’ll go with B, October.

[00:18:55] Daniel: So you’re going for B, October, the month of the year 2020, that GA4 was formally released into the wild. Dara is that your final answer?

[00:19:03] Dara: Final answer.

[00:19:05] Daniel: That looked painful.

[00:19:06] Dara: It was.

[00:19:07] Daniel: Dara, you are correct. It was B, October. And for bonus points, take a wild stab, what day of October, 2020 do you think it was announced?

[00:19:20] Dara: The 21st?

[00:19:22] Daniel: No, it was the 14th. This was the date that the blog post came out announcing all of the changes in names, the changeover to GA4. And also that it would be the default property type. Obviously it might have taken a couple of days to propagate, but it was the middle of October. And actually you are quite on the money actually Dara, the only reason I remember that is because it’s right next to my wife’s birthday. So I have that scarred in my memory, forevermore, I think. One of those useless facts that will be in no pub quiz ever. So I had to create my own so that I can get that question in.

[00:19:49] Dara: Well I’m really glad you didn’t leave September and October. And I’m glad I was smart enough not to say before I used the 50/50.

[00:19:55] Daniel: No, that was very wise because I’m doing this quite arbitrarily. So I would’ve probably made it hard for you. Dara you’ve earned 16 imaginary thousand pounds and that’s question number nine. So this is it, this is the second milestone. Question number 10 for 32,000 pounds and, or more importantly, a 500 pound donation to your charity.

[00:20:13] Daniel: So Dara, what year was I hired at Measurelab? As in what year did you hire me? Was it A, 2014? B, 2015? C, 2016? Or D, 2017? And yes, this is not Google Analytics related. I thought I’d throw in a little curveball just to keep you on your toes.

[00:20:36] Dara: Hmm, I have a potential answer.

[00:20:40] Daniel: What’s your potential answer?

[00:20:41] Dara: My potential answer is 2014. No, no sorry I’m really bad at maths. 2016. I mean, because I think you’ve been here over six years.

[00:20:53] Daniel: I can neither confirm nor deny this.

[00:20:55] Dara: Of course, this is me just thinking, thinking aloud, using up time, like the equivalent of when they hold onto the ball in football, which is the thing I believe.

[00:21:07] Daniel: You’re using a sporting analogy.

[00:21:09] Dara: Amazing that I worked that out and came up with 2014, which is like really bad maths. It’s like, yeah, six years good that would make it 2014, I’m still stuck on 2020 from the last question. I’m yeah, I’m fairly confident about that, that would be six years.

[00:21:26] Daniel: If you were to use a lifeline, I’m not saying you should or to doubt yourself. But if you were to use a lifeline, you’ve got one left, which is a phone a friend, and there’s a very particular person that you could phone that would be a valuable asset to you, that would give you this answer. However, I’m not going to tell you who that is or that you should use it.

[00:21:43] Dara: Well, I can only assume you mean either. Well, you probably mean Adam.

[00:21:47] Daniel: You’re right, you could. There’s also someone else on this call that was employed in the same year.

[00:21:53] Dara: Magda.

[00:21:55] Daniel: I can neither confirm nor deny.

[00:21:56] Dara: I wasn’t looking for you to confirm or deny. That was me, that was me saying.

[00:22:00] Daniel: Oh, is that your final answer?

[00:22:01] Dara: No. Oh, this is ah.

[00:22:07] Daniel: I’m going to have to start pressing you for an answer now, Dara.

[00:22:09] Dara: Yes, it’s 2016, C.

[00:22:12] Daniel: You’re going for C, 2016. So I’ve been working with you for what would make it six and a bit years? Is that correct?

[00:22:21] Dara: Yeah.

[00:22:23] Daniel: That is correct, well done.

[00:22:24] Dara: Ah!

[00:22:24] Daniel: You have made it past the second milestone. You’ve now earned that prize, that valuable prize of 500 pounds and this time on top of the hamper of chocolate, you’re also getting a pizza takeaway expensed off your own back basically.

[00:22:37] Dara: To be honest, I don’t care about any of that. I’m just glad I got that question right, yeah. I’m relieved I feel good, and I feel great to have gotten to the next milestone for the charity. Obviously that’s the number one thing, but I’m also slightly glad I got that one right, and that I’m getting a pizza. We’re all winners.

[00:22:54] Daniel: We’re all winners, but it’s not over for you yet, Dara. So are you ready to go onto the next hurdle, which is getting that number doubled up to a thousand pounds for Hopefield.

[00:23:02] Dara: Yes, let’s do it.

[00:23:04] Daniel: Okay, so question number 11 for the imaginary 64,000 pounds. And this is where we really start playing the game Dara. In GTM, how many built in tag types are there for Universal Analytics and GA4? Is it A, two for Universal Analytics, one for GA4? Is it B, two for Universal Analytics and two for GA4? Is it C, one for Universal Analytics and two for GA4? Or is it D, one each, one for Universal Analytics and one for GA4?

[00:23:32] Dara: The words UA (Universal Analytics) and GA4 have now lost all meaning in my head after hearing you list out all those answers. In GTM, how many built in tag types are there for UA (Universal Analytics) and GA4? This is where I’m going to show my, my lack of GA4, GTM sharpness, but my thinking is there’s only one GA4 tag, and then you do whatever you want with that one. Whereas for UA (Universal Analytics), you have page view or event.

[00:23:57] Daniel: I want to, sorry to interrupt, but I want to draw your attention to the term tag types rather than event types that you are thinking of in Google Analytics.

[00:24:07] Dara: No, no. I’m thinking of, I’m thinking of GTM (Google Tag Manager).

[00:24:10] Daniel: Yeah, I’m clarifying the question.

[00:24:11] Dara: In GTM, how many built in tag types are there for UA (Universal Analytics) and GA4 built in tag types? Maybe I’m using the wrong words, but I’m thinking there is a page view tag type and there’s an event tag type or something, maybe it’s not called that, but I’m thinking two for UA (Universal Analytics), and I’m thinking there’s only one for GA4. This is not one I would say I was highly confident about. I might be making a little phone call, I think.

[00:24:39] Daniel: Who would you nominate? If you were to use that lifeline, who are you thinking?

[00:24:44] Dara: I think I’d go to Adam for this one and hopefully he wouldn’t mind me putting him on the spot. I’ve been a bit greedy before, but also my instincts have been okay so far.

[00:24:54] Daniel: We’re playing with the hard questions now, Dara. This is going to be for a thousand pounds for your charity. So you have to make a decision A, B, C or D or use your last lifeline, which is phone a friend.

[00:25:04] Dara: I think it’s too important at this stage. I need to defer to somebody who might be better equipped to answer this question than me. I’m going to use my last lifeline, I’m going to phone a friend.

[00:25:14] Daniel: Okay and we’ve got a couple of people on this call. Are you going to go with your gut and go with Adam, which you talked about before?

[00:25:19] Dara: I think probably everybody except me would know this, but I’m going to go with Adam.

[00:25:23] Daniel: All right, Adam, if you could take yourself off mute for us. Is this Adam Englebright?

[00:25:29] Adam: It is, hello.

[00:25:30] Daniel: Hey, you’re speaking to Daniel Perry-Reed on The Measure Pod podcast. I’ve got your ex-employer Dara here on the line, and he’s struggling with a question. So I’m going to hand it over to Dara and you’re going to have 30 seconds to give him some advice. Are you ready?

[00:25:42] Adam: Yes, I am.

[00:25:44] Daniel: Okay, away you go.

[00:25:46] Dara: Hi, Adam, I’ve got a question for you. I’m going for the 64,000 pounds.

[00:25:51] Adam: Oh wow.

[00:25:52] Dara: In GTM, how many built in tag types are there for UA (Universal Analytics) and GA4? Is it A, two UA, one GA4? B, two UA two GA4? C, one UA, two GA4? Or D one UA, one GA4?

[00:26:07] Adam: It’s C, one UA two GA4.

[00:26:09] Dara: Thank you, Adam. Amazing.

[00:26:10] Adam: No worries.

[00:26:11] Dara: Cheers.

[00:26:12] Adam: Good luck.

[00:26:13] Dara: Thanks Adam.

[00:26:15] Daniel: All right that’s your time, but it sounds like he was very confident, Dara and different to what you were going for originally. I think you said you ruled out C, so now I think you’ve got the vote of your phone a friend lifeline. Are you going to go with your gut, or are you going to go with Adams gut?

[00:26:29] Dara: I think on this one I’m a hundred percent going to go with Adam’s gut. So I’m going to go for C.

[00:26:36] Daniel: So you’re going for C, there’s one Universal Analytics and two GA4 built in tag types in GTM.

[00:26:41] Dara: Yes, final answer.

[00:26:45] Daniel: And Adam is correct. Well done. Yeah you’ve got him there. Thank you, Adam. Getting him through the 64,000 pound mark and Dara, I’m so glad you used that lifeline. Ultimately, I think your gut was going to let you down finally if you went the other way around. You were on the right lines, I think where your head was at was within these single tag types in Universal Analytics you get to choose the hit type, which is page view, event, timing, social or transaction. Whereas in GA4, you have the configuration tag type and then you have the event tag type. You’ve actually got two individual tag types in GTM. So, your head’s in the right place but the wrong answer.

[00:27:16] Dara: Very glad I used my phone a friend and used it wisely.

[00:27:20] Daniel: Well, Dara you’re on your own now. Sorry to say, you’ve got no more lifelines, that’s it. But you have made it to the 64,000 pounds mark. And there’s only a couple of questions left to get to that 1 million pound mark, which gets you the thousand pounds for charity.

[00:27:31] Dara: Only a couple questions left, I love your optimism.

[00:27:36] Daniel: Okay, so question number 12, and we are playing now for 125,000 invisible pounds. In Universal Analytics, Enhanced Ecommerce feature. You can add multiple levels of information to the product category field. What delimiter is used to separate out the different levels? Is it A, a slash? B, a hyphen? C, a pipe? Or D, a comma?

[00:27:56] Dara: Oh, I’ll tell you what I’m thinking. I’m thinking it’s a slash, I’m pretty certain, although I said this with the last one and then, and then thankfully Adam corrected me, but I said I’m pretty certain it’s not B. Fairly certain, like more certain, probably than I was with the last question that it’s not B, hyphen. I don’t think it’s pipe, even though pipe is a trustee friend in GA (Google Analytics), but I don’t think it’s used to delimit the product categories that separate the levels. I think I’m trying to visualise the reports now and I am seeing whether I’m right or not. I’m seeing them delimited with a slash. I’m going to go with A, slash.

[00:28:34] Daniel: Okay, I have to ask you Dara, confirm is that your final answer? You’re going with A, a slash?

[00:28:38] Dara: It is, final answer.

[00:28:42] Daniel: Another correct answer. I’m trying to build up some tension here, but you are a hundred percent correct. A back slash then populates the product category levels 1, 2, 3, etc. in Universal Analytics. Obviously you can just report on the full thing using the slash has got us out of a lot of tricky situations before trying to throw a bit more information in, into the standard schema. Not so relevant maybe in GA4 anymore, because you can add different parameters to your events, but nevertheless, a feature well used. All right, well done. That’s 125,000 imaginary pounds, and so we’ve got three questions left to the 1 million mark. So question 13, and this is for the 250,000 pound marks or quarter of a million imaginary pounds.

[00:29:21] Daniel: And the question is which out of the following combinations of dimensions and metrics would result in an error if used in Universal Analytics? We have A, page and sessions. B, transaction ID and page. C, event category and page views. Or D, landing page and cost.

[00:29:43] Dara: Hmm. Well, I’m thinking when they started getting listed out, I thought page and session is a mix of a mix of scopes, but transaction ID and page I’m not a hundred percent sure about that. Event category and page views, I’m always a little uncertain of mixing. I’ve had loads of problems in the past trying to mix event data and page views.

[00:30:14] Daniel: I draw your attention to the last part of that question is what will generate an error, what’s technically not possible rather than not recommended or advised?

[00:30:21] Dara: Yeah I just started to realise as I was kind of talking through and I can’t remember if I said this out loud or not, but I think I’d ruled out D and now I’m thinking D is the most likely that would result in an error. Your logic starts to unravel in this situation. So page and session isn’t going to result in an error and event category and page views isn’t going to result in an error either. I’m trying to think of transaction ID. Which of the following combinations of dimensions and metrics. Oh, well, they’re both dimensions in B, so the only one that’s a dimension and a metric that I think is going to give you an error is D, landing page and cost.

[00:31:03] Daniel: So is that your final answer?

[00:31:05] Dara: I think it is, yeah. Final answer.

[00:31:08] Daniel: So final answer D, landing page and cost will result in an error and you are 100% correct? It does. If you try to combine those two things in the API or you can’t in the reporting interface, it will result in an error. The others are possible, although ill advised due to the mixing scopes and you did see through my clever trick of combining two dimensions in the question and the wording it with the dimension and metric. I thought it would take a second and it did. So I got a little bit of satisfaction out seeing that happen.

[00:31:37] Daniel: Well, Dara that’s the quarter of a million pound mark question 13. So’s there’s two questions left and dare I jinx it by saying you’re doing really well. And actually this is going a lot better than I originally thought it might. So I’m really happy for you and obviously getting that money for your charity and also the chocolate, pizza of course, that you’ve got, regardless. The penultimate question, question 14 for half a million imaginary pounds. Are you ready?

[00:32:00] Dara: Yeah, let’s do it.

[00:32:01] Daniel: Okay, so for half a million pounds Dara. In GA4, by default, what is the definition of an engaged session? Is it A, any session with two or more page views or a single page view with a conversion event. B, any session with a single page view with a conversion event or duration longer than 10 seconds. C, any session with two or more page views and a duration longer than 10 seconds. Or is it D, any session with two or more page views or a single page view with a conversion event or duration longer than 10 seconds.

[00:32:34] Dara: So immediately I’m thinking D because I know there is the ten second kind of engagement counter. I know that’s a thing that exists and that’s not in A. And then B have to remind myself what my problem was with B, any session with a single page view with a conversion event. I don’t think it’s B, feel less sure why now, but I don’t think it’s B. And then C, any session with two or more page views and duration longer than 10 seconds, could be that. I have to admit I’m not a hundred percent certain of this conversion event on a single page view being part of it but I think it is. So the only one that has all of the things that I think make up the definition are D.

[00:33:20] Daniel: All right, I’m going to have to start pressing you for an answer, Dara.

[00:33:23] Dara: I’m on my own and I think it’s D and I’m going to go with D, final answer.

[00:33:30] Daniel: Final answer, D, any session with two or more page views or a single page view session that contains a conversion event or a duration longer than 10 seconds. Final answer, and it’s right well done. Yeah so I thought that the conversion might have thrown you actually, when you were talking yourself around to that, but no 100%, there’s three factors, either multiple page views, which then is an engaged session or if there’s a single page session, there’s this new feature compared to Universal Analytics that looks at engagement time, but also conversion events and conversion events is just something happening on the page of which you’ve marked a conversion, so something special. So it could be anything, but there’s priority given to conversions, not just from a reporting or attribution aspect, but actually for the engagement definition too.

[00:34:13] Daniel: All right, final question, Dara. You’ve reached the half a million pounds mark, and this is all the way up 15 questions in, 1 million pounds. If you get this right, you’ve got the thousand pounds to your chosen charity, and obviously you get the bragging rights internally as well. So are you ready, Dara? Last question.

[00:34:31] Dara: Yeah, let’s do it.

[00:34:32] Daniel: All right, last question for 1 million imaginary pounds. GA4 recently introduced three new UTM parameters for the first time in over 15 years, UTM_source_platform, UTM_creative_format and what was the third? Was it A, UTM_marketing_objective? B, UTM_marketing_tactic? C, UTM_advertising_objective? Or D, UTM_advertising_tactic?

[00:35:02] Dara: Oh, that was a genuinely painful groan, very annoyingly worded answers, because I feel like I, well, I don’t feel like I’ve seen it. I’ve seen this, I’ve seen the update and now all four of them, because they’re so similar, I think it could be any of them. I mean, whether it’s marketing or advertising, like it could, ah, it could be. I don’t know, again, I could be way off the mark because equally just like it could be marketing or advertising, I also think like, you know, objective or tactic, but I’m leaning towards tactic. This probably shouldn’t be so tough, I should probably just know this, but I don’t. But my thinking, B or D.

[00:35:49] Daniel: What’s drawing you to the tactic world?

[00:35:51] Dara: I just feel like I’ve seen it, but it could just as easily be objective. Something is just slightly pulling me towards tactic. I was originally thinking, I was leaning more towards marketing, but then given it’s Google and the other ones are platform. Just wondering whether it’s actually being Google, is it more likely to be advertising rather than marketing, but this is complete, complete and utter guesswork, I’m trying to figure it out with some kind of logic.

[00:36:16] Daniel: I’m going to have to start pressing you for an answer.

[00:36:18] Dara: I know what UTM means, can I get some more points for that?

[00:36:22] Daniel: You can’t go backwards in the quiz.

[00:36:25] Dara: I mean, I’ve gone this far. I might as well have a go at it. In that case I’m going to take a stab in the dark and I’m going to go for B, UTM_marketing_tactic.

[00:36:34] Daniel: Okay Dara, I’m going to have to ask you this for the final time. Is this your final answer?

[00:36:42] Dara: Yes.

[00:36:44] Daniel: Okay Dara, you’ve gone for B, UTM_marketing_tactic and we’ll find out after the break. No, I’m just kidding. Dara, you have done it. That is the correct answer, your gut has led you in the right path and well done. You’ve won a thousand pounds for your selected charity, you’ve got the chocolates in the bag, you’ve got the pizza takeaway in the bag, and now you have the bragging rights. So well done, well done Dara, that was awesome. I really enjoyed that, I think I had a really good fun watching you squirm with this, and maybe it’s not the last time we do this, but I’ll have to think up 15 new questions, which is going to take a long time I think. So maybe at the a hundred episode mark, we get to do something like this again.

[00:37:19] Dara: Or another quiz, a different quiz format.

[00:37:22] Daniel: Well, yeah, maybe that’s it. Every 50 episodes we’re going pick a new quiz format and I’m going to put you in the hot seat again.

[00:37:27] Dara: I’m not sure I’ll survive many more of these. I can say now that it was fun now that it’s over, but that was genuinely, genuinely quite stressful. I’m glad it’s over and I’m amazed and very surprised that I got to the million, but I have to thank my audience for giving me some really helpful advice along the way.

[00:37:45] Daniel: Yes, thank you to our Measurelabbers team Scott, George, Katie, Magda, Matthew, Adam, Liam, and Jake. Thank you for joining us on The Measure Pod, and obviously Adam an additional thanks for pointing Dara in the right direction when he was maybe led a stray with his gut.

[00:37:58] Daniel: Just to wrap up, this has been The Measure Pod. Thank you so much for listening, this is episode number 50. We thought we’d do something a bit different and special. You know how to get in touch with us, there’s LinkedIn, there’s our website, there’s email addresses podcast@measurelab.co.uk. If you like this, and you want to hear another one of these, let us know, if you thought it was terrible and also we should never do it again equally let us know. But thank you so much, we’ll be back in a couple of weeks, we’re going to take a couple of weeks off, which has become tradition after every 10 episodes. We’re going to take a couple of weeks off and be back in a few weeks, fresh faced, ready to talk more things Google Analytics with some lovely guests that we are lining up as well. So on behalf of me and Dara and the rest of the Measurelab crew, thanks for joining us and see you next.

Written by

Daniel is the innovation and training lead at Measurelab - he is an analytics trainer, co-host of The Measure Pod analytics podcast, and overall fanatic. He loves getting stuck into all things GA4, and most recently with exploring app analytics via Firebase by building his own Android apps.

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