If I could go back five years and give my younger self some advice about becoming a digital analyst, I’d probably save myself a lot of headaches. But since I can’t do that, I’ll share my experiences and lessons with you. Over the years, I’ve spent countless hours diving into data, setting up web tracking, and ensuring accurate reporting, and if you’re thinking of stepping into this field, here are a few things you should definitely keep in mind.
1. Understand Web Tracking Inside Out
When I started out, I thought data analysis was all about creating nice graphs and dashboards. But I quickly learned that if the data you’re analyzing isn’t accurate, none of that matters. That’s where web tracking comes in. One of the first things you need to master as a digital analyst is setting up and managing web tracking.
Using tools like Google Tag Manager (GTM), you can control what data gets sent to platforms like Google Analytics. This means you can track almost anything—button clicks, form submissions, page views, and even custom events. Setting up proper tags, triggers, and variables in GTM ensures that your data collection is clean and accurate. My advice? Get hands-on experience with GTM as soon as you can. Practice setting up tags and creating custom events, and use the preview mode to see how your data flows.
2. The Importance of Clean and Consistent Data
In the early days, I remember spending hours troubleshooting data discrepancies because the data coming in wasn’t consistent. One common issue is data duplication or missing data due to misconfigured tags or events. A key part of my job involves ensuring that data is reliable, which means regular audits of the Data Layer and setting up Data Quality Checks.
The best way to avoid these problems is to have a solid understanding of how data flows from your website to your analytics tools. Make sure you regularly test your tracking setups, especially when new features or campaigns are launched. Trust me, it’s easier to fix tracking issues early on rather than digging through piles of faulty data later.
3. Don’t Underestimate the Power of SQL
While web tracking is essential, having a strong grasp of SQL will make your life much easier. SQL allows you to query databases and retrieve the specific data you need. Often, the data you see in analytics dashboards isn’t enough. Maybe you need to pull user data to combine it with web behavior data, or maybe you need to find trends that aren’t immediately visible. SQL makes it possible to access that deeper level of insight.
As a junior analyst, I was a bit intimidated by SQL, but once I started using it regularly, I realized how powerful it was. If you’re new to this, start with the basics—selecting data, filtering, and joining tables—and then work your way up to more complex queries.
4. Visualizations Aren’t Just Pretty Charts—They’re Stories
One of the biggest lessons I’ve learned is that data analysis is all about telling a story. Whether you’re using Looker Studio, Tableau, or Power BI, the goal is to present data in a way that is clear and actionable. But here’s the catch: you can’t tell a good story if you don’t know what’s happening behind the scenes.
When building dashboards, start by understanding the key metrics and what your audience cares about. Are they looking for conversion rates? Sales performance? Engagement trends? Use this understanding to craft a story that guides them through the data, highlighting what’s important and explaining why it matters. Practice making dashboards that not only look good but also communicate clear insights. If you can make data easy to understand, you’re already ahead of the game.
5. Learn to Collaborate With Developers
When it comes to web tracking, you’ll often need to work closely with developers. Maybe you need them to add a specific data attribute to the Data Layer or help troubleshoot why a certain event isn’t firing. I’ve found that clear communication is key. Be specific about what you need and why it’s important for the data to be set up correctly.
Understanding a bit of JavaScript and web development concepts can also be a huge advantage. You don’t need to be a coding expert, but knowing how to read code will make it easier to understand what’s happening under the hood and troubleshoot issues faster.
6. Always Validate and Document Your Work
One thing I wish I did more of early on was proper documentation. As a junior, I’d often make changes to GTM or analytics settings without documenting them, which caused a lot of confusion down the line. Now, I make sure to keep a log of every tag, event, and filter I set up. This way, if something breaks or if someone else needs to understand my setup, they have all the information they need.
Validation is just as important. Before you make any new configuration live, test it thoroughly. Use Google Tag Manager’s Preview Mode, or even better, test on a staging environment if possible. Catching issues early will save you a lot of time and frustration.
7. Don’t Stop Learning
The digital world is constantly changing, and what worked last year might not work next year. New tools, new tracking techniques, and new privacy regulations are always emerging. Make it a habit to read industry blogs, take online courses, and keep yourself updated.
There’s always something new to learn—whether it’s the latest updates to GA4, advanced GTM functionalities, or new data visualization techniques. The more skills you have, the more valuable you’ll be as a digital analyst.
Conclusion: You’re Always Growing
Becoming a data analyst isn’t just about crunching numbers; it’s about understanding what those numbers mean and how they can help a business grow. It’s a mix of technical skills, storytelling, and a bit of detective work. If you can master the art of web tracking, hone your skills in SQL, and tell a compelling story with your data, you’ll be well on your way to making an impact in the world of digital analytics.
And remember, don’t get discouraged by mistakes. Each one is a learning opportunity, and over time, you’ll get better and faster at what you do. Good luck, and welcome to the world of data analysis!
2 responses
That’s true, I always see Looker Studio as a great tool for data framing but not storytellig, its like a self service station. I personally think its a great starting point but the more sinior you get the more they expect you to know other tools 🙂