The Real Reason Why Analytics Feels Inaccurate | Brad Redding | Elevar | Bonus Episode

Brad has specialized in eCommerce and analytics since 2008 when he launched his first SaaS company that was a marketplace matching shoppers and independent local retailers through dynamic personalization. He’s helped build analytics and tracking foundations for brands like Rothys, Rebecca Minkoff, and Autodesk. In 2017, Brad founded Elevar which automates data collection and server-side conversion tracking for thousands of Shopify brands. You can find Brad sharing his knowledge on Youtube, the Elevar blog, and his Conversion Tracking Playbook podcast. In This Conversation We Discuss: [00:00] Intro[01:30] What problems does Elevar solve[02:35] Brad’s journey towards Elevar[06:05] Iterating the product using customer feedback[06:38] Not knowing what to do after gathering data[07:25] Where brands excel in GA[08:17] Why brands think that analytics is inaccurate[09:03] Questions you need to ask when tracking data[10:03] Go to GA with a mission[11:01] Brad’s reaction to Google pushing people to GA4[13:05] The privacy shift in other platforms[13:29] The point of friction in GA4[14:57] Transitioning from UA to GA4[17:42] People will get used to GA4 eventually[18:13] How the iOS 14 changed marketing[21:10] Can server-side tracking mitigate data loss?[24:06] There is no right answer yet[25:13] Where to learn more about conversion tracking[26:10] The heightened focus on CRO[27:02] Where to find ElevarResources:Subscribe to Honest Ecommerce on YoutubeKnow EXACTLY how much ROI you get for each channel, interest, custom audience and ad getelevar.comConnect with Brad linkedin.com/in/braddreddingListen to tips and tricks on everything analytics, conversion optimization, and tagging for Ecommerce brands getelevar.com/podcasts/conversion-tracking-playbookIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!