Google Analytics and Google Tag Manager for Startups

Making Your Funnel Work
Google Analytics + Google Tag Manager

Recap
© https://e-commercemanagers.com 2

© https://e-commercemanagers.com
Report
Automate
Optimize
Customer
Journey Map
Measurement
Plan
Analytics
Implementation
Run Business
(ads, content,
leads, etc)
1A: OPTIMIZATION FRAMEWORK
3

1B: KPI’s + CRO + Marketingstack
4

2A: CONTENT MARKETING
5

2B: LEGAL
6
GDPR
 Timestamp, channel and reason for opt-in
 Limit data collection
 Opt-in only
CCPA
 Follow GDPR and in most cases you will be fine
Copyright
 Negotiate when you can
 Protect your brand and designs

Google Analytics +
Google Tag Manager

GOOGLE ANALYTICS
 Examples of analysis you can do with GA
 Main dimensions in GA
 UTM tracking
 Event tracking
 Campaign analysis
 Content analysis
 Leadscoring
 Offline media tracking
 UX reporting / error spotting
 Setting up GA
 Measurement Plan
 GDPR
 Filters
 Goal tracking
 Cross domain
 Segmenting
 Enhanced E-commerce

EXAMPLES OF GA-ANALYSIS + DASHBOARDS
1. Most effective traffic sources
2. Most responsive content
3. Conversion rates per device (computer, smartphone, tablet)
4. What countries / regions / cities your visitors are from
5. What step in your funnel people drop off
6. What % of users on a landingpage actually see your form (that is below the fold)
7. How do people interact with your website of app?
ENDGOAL: MANAGE DAILY OPERATIONS THROUGH
CUSTOM DASHBOARDS
 Custom journey fases
 Conversions
 Content
 Traffic

MAIN DIMENSIONS
https://ga-dev-
tools.appspot.com/dimensions-
metrics-explorer/

UTM TRACKING
Used for tracking traffic sources
https://website.com/?utm_source=NEWSLETTER&utm_medium=EMAIL&utm_campaign=CAM
PAIGN&utm_term=WORDS&utm_content=HEADERLINK
 CAPITALS used for clarity
 Campaign: Christmas, Launch, NewYorkTimesAd (custom)
 Medium: email, ppc, organic, banner, native (channel like, metadata like)
 Source: google_ads, facebook, facebook_ads, linkedin_organic, linkedin_paid
 Content: {name-of-your-post}, 1200x628, 300x250, ad_woman, ad_man (custom)
 Term: (keywords) only for SEA campaigns
 Lot of channels / tools offer standardized UTM tagging

EVENT TRACKING
Used for tracking onsite events
 Clicks (links, buttons of interactions within interactive content)
 Scrolls
 Downloads
 Forms / Form errors / Form interactions / Form completions
 Videoviews (% of..)
 Mouse movement
 Logins
 Error messages
Implementation guide:
https://www.optimizesmart.com/event-tracking-guide-google-analytics-simplified-version/
Wordpress: MonsterInsights or Thomas Geiger (Duraceltomi)

CAMPAIGN ANALYSIS
 Campaign can be anything: from a multimillion crossmedia campaign to promoting one
content item. One-time, recurring of continous.
 Traffic source (conversion rate, bouncerate)
 Device
 Region
 Landingpage
 Periods (Before, during, after)

CONTENT ANALYSIS
Distribution effectiveness
 Traffic sources (social, email)
 SEO rankings
 Deeplinks to article
 New vs returning visitors
Quality
 Bouncerate
 CTR
 Social share
 Time on site
 Scroll depth
 Conversionrate

LEADSCORING
Important with:
1. Longer customer journey’s (longer periods)
2. B2B
3. Specific content actions / responsiveness
Give every goal a value OR
 Set up a Custom Dimension called “Leadpoints” or “Leadvalue”
 Mapping out the value of each action / event
 Configure each action
 Configure triggers based on points (pop-ups, outgoing e-mail, retargeting list, etc)

OFFLINE MEDIA TRACKING / OFFLINE INTEGRATION
1. Action – URL’s with UTM Tracking (most used)
2. Store Visits (in combination with Google Ads)
3. Returns (import data)
4. Call Tracking
5. Import offline conversions
6. Measuring cross channel traffic through WIFI (ROPO effect)
7. USER-ID (cross device logging in)
8. QR codes with UTM tag
9. Online coupons in offline stores (ROPO effect)
10. Offline coupons in online stores

UX REPORTING / ERROR SPOTTING
 Activate Google Analytics custom alerts
 404 errors
 Keep an eye on sudden changes (conversion rates, bouncerates, loadtime)
 Changes after modifications (new campaign, new landingpage, new tool on website)
ANNOTATIONS
 Notes within GA by you to mark specific dates. E.g. “new website”, “news coverage on
BBC-1”, etc etc

ADVANCED
Native apps
• Virtual pageviews (https://www.optimizesmart.com/virtual-pageviews-google-analytics-
complete-guide/)
• SDK implementation
Measurement protocol
Send any data to Google Analytics (except PII)
https://cxl.com/blog/measurement-protocol/

MEASUREMENT PLAN
This is your feedback-loop with your Customer Journey Map / CX measurement
 Identify the business objectives upfront
 Identify online KPIs
 Align this KPI to an actual metric within Google Analytics, then set it as a Goal
 Decide on reporting requirements, tools and process
 Example

Google Analytics + GDPR
 Signing GA’s DPA (Data Processing Agreement)
 Verify that you don’t push PII to GA
 Anonymize IP addresses
 Reduce data retention length
 Disable demographics and Interest reports
 Turn off data sharing
 Unlink Google Ads / Adsense
 https://adzerk.com/blog/gdpr-google-analytics/

FILTERS (DATA QUALITY)
You have at least three views:
1. No filters at all (ALL data)
2. Working view
3. Test view (copy of working) where you test before you put something live
 Exclude internal traffic (IP adresses of employees or parties you work with)
 Exclude specific countries (e.g. countries where you don’t deliver)
 Exclude / include certain subdomains
 Exclude specific source

GOALS
 Form completions (leads, contactforms)
 Downloads
 Trials
 Sales (completed transactions)
 Account creations
 Newsletter signups
 Clickout to social accounts
 Clicks on article links
 Create static or dynamic value per conversion
 Important for (reversed) funnel discoverage and design

CROSS DOMAIN
Create one view
 For several subdomains (“https://” vs “https://www.”
 For several domains

SEGMENTING
 Most important analysis feature
 See difference in behaviour based on certain
criteria
Examples segments:
 Paid search vs organic search
 Logged in users vs not-logged in users
 Users that had their first session between
{startdate}and{enddate}

ENHANCED ECOMMERCE
Special feature for webshops
Specify funnelstages:
 Product Impressions
 Product Clicks
 Product Detail Impressions
 Add / Remove from Cart
 Promotion Impressions
 Promotion Clicks
 Checkout
 Purchases
 Refunds

GOOGLE TAG MANAGER (GTM)
Used for:
 Implementating tracking pixel, Javascript or HTML
 Passing through data from one resources to several other resources
There are three main parts to Google Tag Manager:
1. Tags: Snippets of Javascript or tracking pixels
2. Triggers: This tells GTM when or how to fire a tag
3. Variables: Additional information GTM may need for the tag and trigger to work

GTM usecases
 Implementing Google Analytics events
 Implementing tracking pixels (Facebook Custom Audiences, Linkedin, etc, Chat, Pop-ups, etc)
without a developer
 Faster website depending on how many tags you are using
 Works with non-Google products
 Flexibility
 All third-party code in one place.
 GTM has a preview and debug mode so you can see what’s working and what’s not before you
make anything live.

GOOGLE TAG MANAGER
Used for:
 Implementating tracking pixel, Javascript or HTML
There are three main parts to Google Tag Manager:
1. Tags: Snippets of Javascript or tracking pixels
2. Triggers: This tells GTM when or how to fire a tag
3. Variables: Additional information GTM may need for the tag and trigger to work

THE END
 Next session Wednesday, about:
 3B: SEO + Google Search Console
 Tomorrow content will be uploaded and send to you by e-mail

Google Analytics and Google Tag Manager for Startups

Related slideshows

More Related Content

Google Analytics and Google Tag Manager for Startups