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Google Analytics: The Next Chapter

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Brightfind

Designed for the advanced Google Analytics (GA) guru, Frank Klassen, CEO of Brightfind presented PersoniFest 2018 attendees with a deep-dive into using GA to go beyond basic web page tracking. Participants learned how to use advanced Google Tag Manager (GTM) functionality to truly understand the journey their constituents have across their websites. They discovered how Personify customers are tracking this data to pinpoint where to make improvements in order to enhance digital experiences and to increase transactions and conversions.

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1 April 9, 2018 at 2:30pm Frank Klassen, CEO Brightfind Google Analytics: The Next Chapter
2 Agenda • Introductions. • Quick refresher on sub-domain and cross-domain tracking. • Event Tracking with Google Analytics and GTM. • Goal Setting with GA. • Funnel Analysis with GA. • How do you leverage this for your eBusiness site(s)? • A real-world case study. • What do you do next? ©2018 Personifest. All information is confidential.
3 • Web Strategy • Information Architecture • Visual Design • Usability • CMS Implementation • AMS/CRM Integration • Experience Insight (Analytics) Brightfind is a specialized digital design and web developmen t agency ©2018 Personifest. All information is confidential.
4 Event Tracking ASRM Event Tracking Goal Setting Funnell Analysis ESA Customer Examples ©2018 Personifest. All information is confidential. Event Tracking Goal Setting Funnel Analysis WEF
5 Where to Locate the GTM Tracking Script
6 Where to put this in your code . . . •Put this in your Masterpage
7 What Do You Want To Do? • Track how your home page feature items are working. • Understand how your main navigation is working. • Use scroll tracking to see how your customers are using “long” pages. • See whether anyone is seeing/using your tab UIs. • Understand where your customers are having trouble in completing a transaction. • See whether there are differences in how members react to CTAs vs. non-members. ©2018 Personifest. All information is confidential.
8 Event Tracking – Home Page Feature
9 Event Tracking - Home Page Feature •In Chrome or Firefox •Right-click, inspect element
10 Event tracking - CTAs
11 Event tracking - Home Page Feature •Just Links
12 Event tracking - CTAs • Class = “promo” • “.” is a Class selector • # is an ID selector
13 Event tracking - CTAs
14 Event tracking - CTAs
15 Event tracking - CTAs
16 Event tracking - CTAs
17 Event tracking - CTAs
18 Event tracking - CTAs
19 Event Tracking - Home Page Feature
20 Event Tracking - Home Page Feature • Click, then hold down the ESC key
21 Event tracking - CTAs
22 Event tracking - CTAs
23 Event tracking - CTAs
24 Event Tracking - Navigation
25 Event Tracking - Navigation • Note: /Pubs /Overview
26 Event Tracking - Navigation •Use Search
27 Event Tracking - Navigation •Use Advanced Search
28 Event Tracking - Navigation
29 Event Tracking – Scroll Tracking
30 Event Tracking – Scroll Tracking
31 Event Tracking – scroll tracking
32 Event Tracking – Scroll Tracking
33 Event Tracking – Tabbed Interfaces
34 Event Tracking – Tabbed Interfaces
35 Event Tracking – Tabbed Interfaces
36 Event tracking – tabbed interfaces
37 Event Tracking – Tabbed Interfaces •Use Advanced Search
38 Event Tracking – Tabbed Interfaces
39 Event Tracking – Tabbed Interfaces ��Use Advanced Search
40 Goal Setting
41 Goal Setting
42 Use ESA as example. Show how building on initial goal can help lead to insights. Goal Setting
43 Use ESA as example. Show how building on initial goal can help lead to insights. Goal Setting
44 Use ESA as example. Show how building on initial goal can help lead to insights. Goal Setting
45 Goal Setting
46 Goal Setting Use ESA as example. Make some recommendations – ASK THE AUDIENCE TO MAKE SOME RECOMMENDATIONS! If there is enough data – could use WEF as example as well.
47 Funnel Analysis Use ESA as example. Make some recommendations – ASK THE AUDIENCE TO MAKE SOME RECOMMENDATIONS! If there is enough data – could use WEF as example as well.
48 Funnel Analysis Use ESA as example. Make some recommendations – ASK THE AUDIENCE TO MAKE SOME RECOMMENDATIONS! If there is enough data – could use WEF as example as well.
49 Personify360 eBusiness Case Study - WEF • Cross domain configuration is essential • Choose your most important/active product • Set up your goals • Review the funnel • Baseline for a week/month • Start a campaign • Track campaign success • Make adjustments to the flow • Repeat
50 Personify360 eBusiness Case Study - WEF
51 Personify360 eBusiness Case Study - WEF
52 Personify360 eBusiness Case Study - WEF
53 Personify360 eBusiness Case Study - WEF
54 Personify360 eBusiness Case Study - WEF
55 Personify360 eBusiness Case Study - WEF
56 Personify360 eBusiness Case Study - WEF
57 Personify360 eBusiness Case Study - WEF
58 Personify360 eBusiness Case Study - WEF
59 Personify360 eBusiness Case Study - WEF
60 Tips and Tricks • Adding event tracking (with cross-domain) and/or UTM codes messed up another property that did not know how to handle additional URL parameters!!!!!! • Understand and USE secondary dimensions. • Easy to do searches, then save report. • Triggers allow for multiple, AND conditions. In order to do OR, you just need to add another Trigger in sequence! • A specific CSS class can exist in lots of places in your site. • Remember to “Publish” in GTM after you’ve updated items. Especially after “Preview”! (I forget to do that – a lot).
61 Tips and Tricks • Turn on IP Anonymization. • User ID — This should be an alphanumeric database identifier. This should never be plain-text PII such as email, username, etc. – may be allowable, if done right, but Don’t. • Hashed/Encrypted Data such as Email Address – may be allowable, if done right, but Don’t. • Transaction IDs – may be allowable, if done right, but Don’t. • Using cookies - you’ll need to ask users for their permission clearly and most importantly, before Google Analytics executes.
62 Thank You! Frank Klassen, CEO Brightfind frank@Brightfind.com ©2018 Personifest. All information is confidential.

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Google Analytics: The Next Chapter

Editor's Notes

  1. Once you have created a GTM account, you can locate the GTM script within the top level navigation. We’ll leverage this GTM-id later on, in order to connect different web platforms.
  2. First, biggest script goes in the <head> tag – as high as possible; Second goes right below the <body> tag.
  3. You need to know a little bit about CSS!
  4. Watch for funny characters like double-underscores!
  5. Using Chrome, put your cursor ever the element, right-click and “inspect element”
  6. I start with the Trigger first.
  7. Just Links
  8. Then we do the Tag
  9. Add trigger
  10. Put GTM into “Preview” mode. Remember: take it out of Preview mode if you make another change!
  11. Trick – hold the ESC key immediately after clicking the link.
  12. I use two tabs or windows – one with GA, one with GTM
  13. Home Page Promo CTA
  14. Choose the secondary dimension drop-down to see Event Labels as well
  15. Home page navigation – drop down
  16. Each menu item link destination (Action), and which page the menu was used from (Label).
  17. Focus on a particular menu item (search – against Action column)
  18. Focus on a particular page’s menu (advanced search – against Label column)
  19. Tag settings are very similar.
  20. Javascript gets run on every page – you can filter the trigger to only run on certain pages – if you want to reduce the report!
  21. Need to show the custom events and the javascript – this is rather complex, don’t want to bog down the presentation…
  22. Tab User Interfaces have always been tough to track. Not anymore!
  23. Use Click Text as the Action – since there is NO link to track.
  24. Tab User Interfaces have always been tough to track. Not anymore!
  25. Vertical Tabs – all of them.
  26. Vertical Tabs – filtered by specific page. “/industrial-waterwastewater”
  27. Horizontal Tabs – all of them
  28. Horizontal Tabs – filtered by specific page. “/industrial-waterwastewater”
  29. Required – since the form was the landing page for a campaign (email and social) they wanted to see the impact of that campaign.
  30. Required – since the form was the landing page for a campaign (email and social) they wanted to see the impact of that campaign.
  31. Funnel Analysis
  32. Product Detail – ANY PRODUCT
  33. Shopping Cart
  34. Checkout – Then Thank you page.
  35. Conversion funnel – from any product detail to Purchase Confirmation
  36. Marketing Product Detail page – does this help to drive conversions?
  37. Conversion funnel – from specific product detail to Purchase Confirmation
  38. Reverse Goal Path Analysis
  39. Member segmentation
  40. Member segmentation
  41. Member segmentation
  42. .carousel-inner on wef.org and weftec.org
  43. .carousel-inner on wef.org and weftec.org