Analytics mapping using Signal

This is the second blog post about the tagging solution Signal Click here to read the introduction
Now, let´s talk about mapping and how we send the data to an analytics tool, like Adobe or Google Analytics.

In every analytics implementation, we should start defining the variables that we need to fire with every page load and (key) user interaction. And the values they should take.

For example, with every page load we may need to collect:
– Page name
– Primary Category
– Sub categoría



In a later step, we will need to transale the variables defined above into the language of the tool we use, like custom dimensions in GA or eVars o Props in Adobe Analytics.

Thus, in Signal we should be:
● Creating a Data Element for each of the defined variables
● Making sure each Data Element has the same amount of inputs and outputs
● Making sure that within each Data Element, each input matches with an output

1) Creating a Data Element for every defined variable.

Just need to click  “Add Data Element” in the Data Dictionary, introduce the name and hte description, and finally click on“Create”



: I recomend that names will follow and consitent “naming convencion”  and including a descritpion, for us and potentially for someone else in the future.

2) Making sure that every Data Element has the same number of inputs than Outputs





Otherwise, there´s a problem that has two types:

More inputs than outputs > We are duplicating data
We have at least two Inputs poiting out to the same Output

-Problem: Every time we fired these inputs, we are sending data to Adobe Analytics (or GA etc.)  It means that in Adobe Analytics, we will not be able to know which is actually the one that has been fired, and the reason we have collected these data.

-Consecuence: If we don´t know what has triggered the data we have, then these data have very low quality in our Analytics tool. Or we can even say they are just useless.

More outputs than inputs > We are not collecting some data (that we believe we are collecting)
We have at least one input not poiting out to any output.

-Problem: Every time we fired the inputs without outputs, these inputs are not sending anything because Signal is not telling it to do so.

-Consecuence: Data that we are supposed to collect are not being collected. They will never come to our Analytics tool and if we discover it, it will probably be too late.

3) Making sure that for each Data Element, the input corresponds with the output

It´s not enought knowing we have the same amount of inputs and outputs for each Data Element. It could be that we would have inputs without outputs or outputs without inputs, but both (inputs & outputs) suming up the same number. Thus we have to check every couple input & ouput

For the Data Element Page Subcategory, we have the input Home, which corresponds with the output Mobile App: Page Load: Home Page.







When the page loads,








Signal knows that it should:

● Collect that page load
Because we have created an input “home”
● Collect the Data Element “Page Sub Category”
Because it´s included in the input home – first screenshot of the two
● Send it to Adobe Analytics
Because we have created a tag for that vendor asigned to the input home (which we have named “mobile app page load home page» – second screenshot.

And proceed this way with the rest of couples input & ouput

Any idea? Any comment? Any complaint? Leave your comment and I will get back to you. You can also contact with me via email o through my Linkedinand Twitter profiles.