Onboarding experience killers – Quantcast case study

One of my day to day routines is to examine and test analytics platforms for my websites, forever hunting for the perfect combination of tools that would provide me insights regarding the websites I am running.

As an early adapter, I get to experience installations and integrations of of many technologies, and the onboarding process is very important to me. the thumb rule is that if it breaks more than 3 times I am wasting my time on a bad beta, and that SOMEDAY i may come back.


Common mistakes in the onboarding experience is one of the first painful mistakes a seller can make. after bleeding money or time to get the traffic your way and finally win the attention you needed, now is the time to get the best out of the 2 minutes the user is willing to give you – and this will determine your relationship.

I am not saying that it’s impossible to get my attention back. Twitter had to send me a few hundred e-mails for that in order for me to launch the app again and try, for the second time, to understand what the hell am I supposed to do here. sounds old? maybe, but I bet it happens to many users. in fact, From the time I installed Twitter they had upgraded their onboarding process a few times until they got it right, and i am guessing that they are still optimizing.

My 2 cents about integrating Quantcast onboarding process

I Choose the Quantcast business case as an example of how an established company with great understanding of the importance of analytics and user behaviour for this.

Analytics and Tracking Stack

Well, of course Quantcast are using their own platform.

According to builtwith they are using pretty much everyone else that is serious in the world of analytics and are well equipped with analytics platforms. their stack included Marketo, Optimizely, Mixpanel, Segment, Brightinfo, Google analytics\Conversion tracking\Tag Manager, Customer.io AND CrazyEgg.

One missing player is Hubspot, but it’s understandable when choosing Marketo.

Knowing this was all happening, I was happy to start my onboarding journey

First Stop – Add Tag

Adding the tag sounds like an easy job, All you have to do is take this piece of code and put it somewhere along the page Body for every page you wish to track.
Sounds easy, right? This is the part where most analytics platforms are losing their first clients, most of them will never return, and since you only have to do it once, it has to be done right.

Onboarding assistants

I did not talk to Evyatar, but its good to know he is there

Chats or Chatbots

Quantcast are using a chat with their rep. always a good start. however, I was wondering around a lot on the website and went from the “Add Tag” page to the dashboard quite some times.

Since Quantcast are well equipped with analytics platforms I kinda expected that they would start talking to me after some time, but they didn’t.

*notice that they are using optimizely, so other users might be approached.

Pros – Chat is very important at this stage, I had to press the chat icon to talk to the rep.

Cons – Some of the users, especially the technical ones hate to be interrupted but picking the right time or the right set of actions they do for approaching them and asking if they need help is crucial.



Adding a tag Using a WordPress plugin

come on guys, add more pics

The best way to approach 30M websites added to the net every day is to build a plugin, and this is exactly what Quantcast did. If brand awareness is important to you, reach your audience using WordPress, its like SEO, but with wordpress.

In fact, WordPress installation is to be treated like another Channel for installations, and its visability is as important as the company facebook business page.

I am not sure about the plugin quality, in first look I could see that:

  • The plugin is up-to-date, however, its version 1.0.0
  • Not many installations are happening. 1000+ is not a lot.
  • Only one review, 5 starts. Quantcast will have to encourage users to add reviews and talk about their plugin, share their info and get awarded for that.
  • The description is poor, and thus showing up in the WP plugin search will be low, come on guys, add more pics, show me what I am installing here and why its going to be worth a while.

Pros – A WordPress plugin is essential if your audience is using a WP website.

Cons – This is not just about the Engineering of developing the plugin and keeping it up to date, its also about how to appear in a social network this means adding marketing efforts to the game.

Adding a tag Using Google Tag manager

Master pivots by the google UI/UX team were worth the trouble

Great Idea. Not everybody wants to have everyone as a site Admin, and website owners that are running high traffic learn that adding code to your website files can be an error you will regret for a long time, and so, we have the option to add the tag using google tag manager.
Although Google has been giving us hard times and changed the interface a few time, the last version of GTM is easier to use and has been getting the users attention.

Back to Quantcast:

Taking a closer look on the instructions on how to add the code to the website using Google Tag Manager, I could see that since the implementation instructions were written, the product name was changed in google tag manager and instead of “Quantcast audience Measurment” as appears on the website, its “Quantcast Measure” on GTM.







Quantcast Audience Measurement or Quantcast Measure

This is how this step is presented on the the instructions page is . As you can see, the name of the tag is “Quantcast Audience Measurement”


The Outcome