Measuring your Measuring

Jono Alderson shows how website measurement tools distort the very data they are meant to collect. If Google Analytics, Hotjar or testing scripts take three seconds to load, you never see the people who left earlier, and according to 2016 data that is more than half of mobile visitors. Jono measured the load times of the most common trackers himself. You'll learn what Google Tag Manager, Hotjar or Intercom cost in time, why an A/B test can report an uplift that doesn't exist, and what to do about it.