Every so often, I think I’m about to escape, but I get trapped again.
Let’s start from the beginning…
A couple of years ago I was brand new and fresh out of quitting teaching (this post is about a figurative IT nightmare, I still have literal teaching nightmares). My job was performance testing the applications at my company. In order to accurately model the load, I had an obvious question of “What does the usage in production look like?” The answer was “Nobody knows.” The company is neither small enough nor new enough for that answer to make any sense, but I had to dig anyway “How can I find out? Can I get some logs or something?” I was then told to request access to the Google Analytics account, which supposedly held the answers.
I logged in a peaked around to find that it was in a state of serious neglect. There were no filters in place. Traffic was randomly segmented into different profiles using different tracking codes not for any logical reason but they just added the JavaScript at different times and didn’t know what they were doing. Most of the traffic was recorded as the non-helpful “(other).” I’d later discover that the JavaScript was even worse. There were pages with multiple, sequential setVar() calls. It appeared in some places that they were also trying to use setVar to differentiate multiple views on a single page.
I needed some real numbers and this seemed to be the only way to get them, so I spent a day or two reading some Google Analytics documentation. I found some things that I thought would clean up the data a lot so I started shopping them around. Every person I talked to told me to talk to somebody else. Eventually I found a person who worked with the usability group. She wanted numbers as well. She didn’t have any experience as a Google Analytics administrator, but she had admin access to the account. Through her I was able to get some simple filters in place (everything to lowercase, removing the query strings, identifying default pages being reported twice as the directory root).
As things began to clear up, more problems would become apparent. Eventually my admin pal got tired of me telling her to add filters, so I was granted access so that I could add them myself. Certain problems took longer to figure out than the initial issues, so I did more reading. You probably see my mistake already, but I was new, I didn’t. I got some help from Justin Cutroni by posing some questions in the comments on his site. I read Brian Clifton‘s book. I read Avinash Kaushik‘s book. I also got my manager to send me to a Google Analytics Seminar for Success. My primary work responsibility was still testing software, but tasks came around sporadically at that time, so I didn’t mind filling in the down time with the analytics stuff. I was a math nerd before I was a computer nerd, so the wall of statistics was interesting.
My Google Analytics pal from the usability team and I went through and cleaned up the data as much as we could. Many new profiles were created, lots of filters were added. We pushed the development teams to correct the JavaScript. We figured out what a deceptive little goon setVar really was. Seriously, what the hell, Google? It caused interactions to be recorded which completely subverted the filtering on different profiles. The visit numbers would show thousands of visits and no page views. Through testing we figured this out, but the documentation provided no good explanation about the side effects.
Then people started coming to us with questions about obtaining more data. How should they implement the JavaScript? Could we filter X? On the technical side, this was perfectly easy. I was capable of telling anyone how they could obtain (if it could be done) the data they wanted using Google Analytics. The problem for me was/is that I am at the complete bottom of the org chart here. I don’t make business decisions with the data. I know people do. I’ve heard them talk. I cringe when I hear GA numbers being thrown around. Numbers that are clearly wrong. Numbers that don’t mean what they think they mean. Since I am not in touch with how the business wants to use these numbers, or what data is relevant to them, it’s difficult to answer GA questions which will determine the data available for everyone. It’s tricky because there’s no going back. The data cannot be parsed again or filtered differently. Also, our site spans several applications and multiple domains and sub domains. One development team’s poor handling is capable of wrecking the numbers for the others.
I’ve been trying to express this. I’m a tester. I’m not even a performance tester anymore. I have no need for the numbers myself. I have no direct line of communication to any important decision making people, but I control the data. The numbers they see are the ones I configured it for them to see. I wrote a whole bunch of regular expressions that move a bunch of strings around. Nobody else verified them. Nobody else knows what they do. I documented them and pointed people to them. I tried to do presentations to explain what I’d learned so that someone else would be capable of maintaining the account. At the very least they should double check the things that I’ve done. The result of the presentation was pretty much “It sounds like you know what you’re talking about. How about you just keep it?” D’oh!
As my new testing responsibilities have been more consistent than my old ones, I’ve had no time for analytics. I tried to bring it up, but I was told that they’d be switching to Coremetrics because GA doesn’t do what they want (like they have any clue what GA does). Allegedly there exists someone in the organization qualified and willing to be the steward of Coremetrics. Months, then years go by and people keep dumping more and more into Google Analytics. Coremetrics is still not a significant part of their data collection. I peak in every now and then and see the once tidy organization, falling back into the state of chaos which existed back when I first found it. In one place they are using it as a security audit log. I hope your eyes didn’t roll right out of your head when you read that. Mine almost did. The head of product development is ok with that though. I spoke with him directly about my data concerns. They’re switching to Coremetrics… I don’t need to worry about it.
Recently I got a new manager. On my behalf he found a new home for Google Analytics maintenance. Supposedly, I’ll finally be handing that responsibility to a more suitable person in the near future. As though they sensed it coming, one of the dev teams I’m supposed to do testing for has requested a bunch of changes to the filtering in GA. I haven’t had any time to do the knowledge transfer, so I’ll have to do it. Just when I thought I was one step from done, the end moves back from me.
Nobody wants to own it. Everyone wants the numbers. Nobody knows what they mean. I can’t believe this is a real business and not The Office, Office Space or Dilbert.