Must Haves and Can't Live Withouts

Google Tag Manager (free)

Google Tag Manager has been by far my most used tool in the last 2-3 years helping me and my clients to install advanced, reliable and creative tracking on their websites. If you are new to GTM check out our Beginners series.

Alternatives: Tealium, Adobe DTM, Segment.com

Google Sheets (free)

Working with data is working with Spreadsheets. When it comes down to the nitty gritty I’ve come accustomed to pull up a Google Sheet and start capturing, analyzing and sharing my data through Sheets. It’s truly the Swiss Army Knife of Measurement and will stay of the heart of any Analyst for decades to come

Alternatives: Excel, Tableau, R

Google Analytics (free)

Capturing, storing, processing and visualizing data seems ubiquitous nowadays. But from the beginning Google Analytics has given me a framework to work with. Admittedly, you need to by into this system, but I also can’t argue with the price tag of free. So it’s still my choice for everything website tracking

Alternatives: Snowplow Analytics, Yandex Metrica

ActiveCampaign (starts at $9/month)

Our Email Marketing tool of choice helps us to send the right message, to the right people at the right time. But for us it’s not just a tool to do Email Marketing, but also an Analytics platform where we record events, qualify our prospects and send users through sequences. All in all a great automation tool to go from data to action in no time.

Alternatives: Drip, Klaviyo, Infusionsoft

Chrome (free)

​When it comes Apps on my Computer, I live in Chrome. Not only is it my window to all the tools you see above, but it has been become a quit powerful tool for marketers as well. The Chrome Dev Tools are handy for troubleshooting errors and the slew of extensions make my life as a marketer easier than ever.

Alternative: Firefox


Analytics Tools

Google Tag Manager (free)

Google Tag Manager has been by far my most used tool in the last 2-3 years helping me and my clients to install advanced, reliable and creative tracking on their websites. If you are new to GTM check out our Beginners series.

Alternatives: Tealium, Adobe DTM

Google Analytics (free)

Capturing, storing, processing and visualizing data seems ubiquitous nowadays. But from the beginning Google Analytics has given me a framework to work with. Admittedly, you need to by into this system, but I also can’t argue with the price tag of free. So it’s still my choice for everything website tracking

Alternatives: Snowplow, Yandex Metrica

Google Sheets (free)

Working with data is working with Spreadsheets. When it comes down to the nitty gritty I’ve come accustomed to pull up a Google Sheet and start capturing, analyzing and sharing my data through Sheets. It’s truly the Swiss Army Knife of Measurement and will stay of the heart of any Analyst for decades to come

Alternatives: Excel, Tableau, R

Google Forms

The best strategy to get quick insight is to ASK. With Google Forms you have a quick an easy tool available to get qualitative Data into your Analytics mix. Receiving feedback, profile customers or do a simple quiz is easily built with Forms. And the best of all it connect to Google Apps so you can extent, like building little tools like our Google Analytics Refundr around it.

Alternative: SurveyGizmo, Survey Monkey, Typeform

Google Data Studio

GA or Google Sheets is not pretty. But sometimes you need to go the extra mile to make data presentable. With Data Studio we now have a free dashboarding tool available to vizualise data, share and present it. With Supermetrics this really get’s powerful.

Alternatives: Klipfolio, Tableau, Google Sheets

Supermetrics

​Getting data into my favorite analysis tools (Google Sheets and Google Data Studio) is always done via Supermetrics. This little Add-On to Sheets and GDS makes retrieving data painless. It connects to so many sources and can easily be scheduled to always have the right data updated.



Automation & Actionable Analytics

ActiveCampaign

Our Email Marketing tool of choice helps us to send the right message, to the right people at the right time. But for us it’s not just a tool to do Email Marketing, but also an Analytics platform where we record events, qualify our prospects and send users through sequences. All in all a great automation tool to go from data to action in no time.

Alternatives: Drip, Klaviyo, Infusionsoft

Google AppsScript

To make data actionable, you need to connect it to tools that can directly make an impact (like your Email Marketing tool). Connecting data sources is not always straight forward, but Google Apps Script is my go-to tool to connect differen data sources. I have done it for ActiveCampaign, Google Tag Manager, Google Analytics and more… With a bit of JavaScript you can easily replace Zapier.

Alternative: Zapier


Video Production

Trello

Our Project Management Tool - This is how we keep organized. We input task from the videos we are going to produce to which changes need to be done on the website on Trello. Visually it's quite appealing and that's why we have also build our GTM Vault (inside of or MeasureMasters program) with Trello.

Alternative: Asana, Jira

Google Drive

All our files live in the cloud. It's great for sharability and quick access on mobile phones as well. I love that it's so simply integrates in our GApps domain and everyone on the team has instant access.

Alternative: Dropbox, CoudDrive

TubeBuddy

Great tool for managing a YouTube Channel. Makes life easier and YouTube optimization fun. The number one feature I use on this is to upload our videos directly to Facebook. Then we don't need to manually go in an repost everything. A real life saver for our Channel.

Alternative: VidIQ

more Video Gear

Ever changing (check out our complete list here), but at the core it’s still the Panasonix Lumix G7, a nice 25mm prime lense (for the blurry background) and a Sennheiser Mic for crystal clear sound.

Alternative: Sony A6500

Wirecast

Live-Streaming is done with this piece of software. It gives us great control over the streams that go out to YouTube and Facebook and also let’s us do some fancy animation and intro stuff. Have a look at our past live steams.

Alternatives: OBS

Screenflow

Our tutorials are mostly Screencast and to record them I use Screenflow (Mac) - It’s a great piece of software to get a professional look on these Screen Recording videos.

Alternatives: Camtasia, Screen-Cast-O-Matic


Training and Courses

Ben L. Collins Spreadsheet Courses

Diving deeper into Analytics will inevitably lead you to using a Spreadsheet software. Currently the most knowledgeable person about data analysis in Google Sheets, imho,  is Ben Collins. I’ve interviewed him here and also dearly recommend his courses. I had a number of students reporting that they are well worth it and when taking a look for myself I’ve been impressed by the way Ben explains and makes it all applicable to those working with data.


Coding for Losers courses on Data Analysis the lazy way

Google Sheets are so much more than a Spreadsheet software. While you can nerd out on all the functionality within the tool you can also build spreadsheets for different use cases. I’m always amazed by what David form Coding is for Losers comes up with. From Project Managmenet to little SEO tools. He taught us the most important Formulas for Sheets in this video, and also has a hand full courses he sells on.

 With the code MEASURESCHOOL you can get 20% off his courses here.



Books

Practical Google Analytics and Google Tag Manager for Developers (Jonathan Weber)

What's the best book on GTM? It's not that hard to answer,because there are not many out there. Jonathan Weber, from Lunametrics fame, has written a fantastic guide that covers all the basics of GTM. Unfortunately, it was already published in 2015 and since GTM is ever-changing there are quite a few new features more available then are in the book. Nonetheless a great read to get to grips with basics of GTM and underlying principals.


Lean Analytics (Alistair Croll & Benjamin Yoskovitz)

The Lean Startups Approach was made famous by Erik Reis in 2011. I loved the initial viewpoint on how to build Startups the Lean way. I was even more intrigued once the Lean Analytics book appeared on the market. Now, there are dozens of frameworks out there that help you make better decisions with data. This one is especially interesting, because it helps simplify Analytics down to the important bits. I find the concepts of a book a great help when trying to explain a simple Analytics process to beginning companies (startups).

Successful Analytics (Brian Clifton)


Google Analytics Breakthrough (Feras Alhlou, Shraz Asif, Eric Pettman)


Web Analytics 2.0 (Avinash Kaushik)