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Implementing Google Analytics in WordPress

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Standard Google Analytics code tracks page views. Businesses need more. Learn about tracking behavior on a WordPress site, and how to set up Google Analytics to help you be successful at proving …

Standard Google Analytics code tracks page views. Businesses need more. Learn about tracking behavior on a WordPress site, and how to set up Google Analytics to help you be successful at proving business value for your site.

Published in Marketing , Technology , Design
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  • 1. WordPress  Developers  &  Analy2cs  
  • 2. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Do  You  Track  Hits?   Or  Behavior?  
  • 3. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons  
  • 4. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Behavior  MaBers  
  • 5. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Analy2cs  Should  Go  Beyond  Hits   •  Default  code  tracks  pageviews   •  Customiza2on  requires  knowledge  of  JavaScript,  regex,  and   implementa2on   •  E-­‐commerce  tracking   •  Behavioral  tracking/Events   •  Customizing  data  collec:on  for  web  and  mobile  
  • 6. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Easy  Ways  To  Screw  Up  Measurement   •  Use  the  wrong  code/implementa:on   •  Put  your  code  in  the  wrong  place   •  Duplicate  analy:cs  code  on  pages   •  Limit  ability  to  add  tags  
  • 7. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Don’t  Screw  Up  Measurement  
  • 8. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Here’s  How:   1.  Know  Your  Analy2cs  Version   2.  Upgrade  Wisely   3.  Set  Up  Access  Appropriately   4.  Put  the  Code  Where  It  Belongs   5.  Simplify  Tag  Management   6.  Track  Behavior  
  • 9. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Know  Your  Analy2cs  Version  
  • 10. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Google  Analy2cs  Versioning   Universal  Analy2cs  is  the  upgrade  path   for  Google  Analy2cs.   •  Brought  out  of  Beta  on  April  2,  2014   •  Offers  feature  parity  with  Classic   Analy:cs,  with  more  customiza:on   possible   •  Uses  new  library  (analy:cs.js  vs.  ga.js)  
  • 11. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Universal  vs.  Classic  Code   Classic  Code:     <script  type="text/javascript">        var  _gaq  =  _gaq  ||  [];      _gaq.push(['_setAccount',  'UA-­‐XXXXXXXX-­‐1']);      _gaq.push(['_trackPageview']);        (func:on()  {          var  ga  =  document.createElement('script');  ga.type  =   'text/javascript';  ga.async  =  true;          ga.src  =  ('h^ps:'  ==  document.loca:on.protocol  ?   'h^ps://ssl'  :  'h^p://www')  +  '.google-­‐analy:cs.com/ ga.js';          var  s  =  document.getElementsByTagName('script')[0];   s.parentNode.insertBefore(ga,  s);      })();     </script>   Universal  Code:     <script>      (func:on(i,s,o,g,r,a,m) {i['GoogleAnaly:csObject']=r;i[r]=i[r]|| func:on(){      (i[r].q=i[r].q|| []).push(arguments)},i[r].l=1*new   Date();a=s.createElement(o),      m=s.getElementsByTagName(o) [0];a.async=1;a.src=g;m.parentNode.insertBef ore(a,m)      })(window,document,'script','//www.google-­‐ analy:cs.com/analy:cs.js','ga');        ga('create',  'UA-­‐XXXXXXX-­‐X',  ’domain.com');      ga('send',  'pageview');     </script>  
  • 12. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Other  Differences  –  Universal  &  Classic   Improvements  offered  in  Universal  Analy2cs:   •  Timeout  Handling:  In  Universal,  you  can  more  easily  make  GA   session  expira:ons  match  site  seings.   •  Custom  Search  Engines:  Add  search  engines  you  want  to  count  as   organic  traffic  in  the  UA  console.   •  Referral  Exclusions:  Exclude  traffic  referring  from  third-­‐party   processes  via  the  analy:cs.js  tracking  code.   •  Enhanced  Link  ABribu2on:  Improves  accuracy  of  in-­‐page  analy:cs   by  automa:cally  differen:a:ng  between  mul:ple  links  to  the   same  URL  on  a  single  page  by  using  link  element  IDs.  
  • 13. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Upgrade  Wisely  
  • 14. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Classic?  Universal?       •  New  accounts  will  eventually  need  to  be  Universal,  but  op:on  for   classic  s:ll  exists.   •  If  site  is  using  AdSense,  Display  Adver:sing  Integra:on  or   Remarke:ng  Integra:on,  consider  wai:ng.   •  If  the  site  will  require  cross-­‐domain  or  subdomain  tracking,   Universal  is  easier  to  manage.   •  If  you  want  to  track  user  behaviors,  Universal  offers  easier  user   behavior  tracking  (events)  and  greater  customiza:on.   •  Many  WordPress  Plug-­‐ins  do  not  have  established  compa:bility   with  Universal  analy:cs,  including  the  super-­‐popular  Yoast  series.  
  • 15. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Upgrade  Process   1.  Sign  into  Google  Analy:cs.  From  Admin  page,  select  the  account   and  property  you  want  to  upgrade.   2.  In  the  property  column,  click  Universal  Analy:cs  Upgrade.   3.  In  the  sec:on  called  Transfer  to  Universal  Analy:cs,  click   Transfer.  Follow  instruc:ons.   4.  Allow  24-­‐48  hours  for  transfer  to  finish.  Comple:on  will  be  noted   in  the  account.   5.  Modify  tracking  code  on  web  site.  Be  sure  to  remove  all   instances  of  ga.js!  
  • 16. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Upgrade  Process  
  • 17. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Set  Up  Access  Appropriately  
  • 18. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Setup  &  Access   DO:   •  Use  exis:ng  GA  account  if  possible   •  Ensure  each  new  client  is  set  up  as  an  Account  in  Google  Analy:cs   –  not  a  property  under  your  agency/personal/whatever   •  Add  users  (including  yourself)  via  User  Management     DON’T:   •  Set  up  only  on  your  own  or  a  personal  e-­‐mail   •  Give  everyone  and  their  brother  Admin  access  
  • 19. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Google  Analy2cs:  Account  Structure   Account:   Who  is  the  client?   Property:   What’s  their  URL?   View:   Repor2ng  Filters  &  Func2ons  
  • 20. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Access  Levels   Not  everyone   needs   Manage/Edit  
  • 21. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Put  Your  Code  Where  It  Belongs  
  • 22. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Placement  MaBers   Most  Analy2cs  operates  using  JavaScript:   •  Poorly  formed  JavaScript  can  cause  any  later  js  not  to  fire.   •  If  analy:cs  code  does  not  fire,  traffic  is  not  tracked.   •  If  a  user  leaves  the  page  quickly,  a  heavy  body  will  prevent  the  firing  of   code  in  the  footer.   •  If  a  Google  Analy:cs  property  code  fires  twice,  tracking  is  inaccurate.   Ac2ons:   •  Debug  your  JavaScript.   •  Ensure  analy:cs  code  loads  in  header  or  via  an  approved  tag  container.   •  Ensure  Google  Analy:cs  property  code  appears  only  once.   (UA-­‐8794982-­‐1  and  UA-­‐8794982-­‐2  are  unique  property  codes).  
  • 23. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Simplify  Tag  Management  
  • 24. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Tags:  Not  JUST  Google  Analy2cs!  
  • 25. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Tag  Containers   Container  tags  are  tags  that  you  place  on  your  site  that  allow  one   tag  to  trigger  many  other  tags.  
  • 26. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Tag  Containers   Tag  containers  generate  one  code  to  fire  all  of  the  marketers’   pixels  and  hoo-­‐hoo:     <!-­‐-­‐  Google  Tag  Manager  -­‐-­‐>   <noscript><iframe  src="//www.googletagmanager.com/ns.html?id=GTM-­‐ PQT5KQ"   height="0"  width="0"  style="display:none;visibility:hidden"></iframe></ noscript>   <script>(func:on(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':   new  Date().getTime(),event:'gtm.js'});var  f=d.getElementsByTagName(s)[0],   j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=   '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);   })(window,document,'script','dataLayer','GTM-­‐PQT5KQ');</script>   <!-­‐-­‐  End  Google  Tag  Manager  -­‐-­‐>    
  • 27. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Google  Tag  Manager   hBps://www.google.com/tagmanager   •  Uses  a  single  tag  a|er  open  <body>  tag   •  Allows  for  rule-­‐driven  management  of  all  tags  on  a  page-­‐specific   basis  via  GTM  interface     •  Keeps  agencies  OUT  of  your  code/theme  files   •  Fires  tags  asynchronously   •  Offers  debug  op:ons  and  version  control   •  Works  with  both  Classic  and  Universal  Analy:cs  
  • 28. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Google  Tag  Manager:  Caveats   •  Current  Plug-­‐ins:  Have  issues.   •  Most  plug-­‐ins  inject  in  wrong  spot  unless  you  hack  the  plug-­‐in.   Test  before  commiing  to  a  plug-­‐in.   •  In  absence  of  a  plug-­‐in…  may  have  to  :e  to  a  theme  via  the   header.php  tag.  Add  code  a|er  <body>.   •  Duplica2ng  Code:  Either  put  Google  Analy:cs  in  GTM,  or  in   another  plug-­‐in  container.  Not  both!  
  • 29. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Alternate  Tag  Management  Tools   •  Qubit  –  free  for  up  to  1MM  server  calls/monthly.  Uses  W3C  open   data  standard.  WordPress  Plugin  available.   •  Storm  Tag  Manager  –  free  on  Storm  CDN  for  sites  with  less  than   5M  page  views  per  month;  pricey  unless  you  self-­‐host  above  5M.   No  Plugin  available.  
  • 30. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Track  Behavior  
  • 31. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   What  is  Event  Tracking?   Events  are  user  interac:ons  with  content  that  can  be  tracked   independently  from  a  web  page  or  a  screen  load.  Downloads,   mobile  ad  clicks,  gadgets,  Flash  elements,  AJAX  embedded   elements  and  file  downloads  are  all  examples  of  ac:ons  you   might  want  to  track  as  Events.   tl:dr:  Event  tracking  tracks   behaviors  not  page  views.  
  • 32. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Implementa2on:   •  Determine  elements  for  which  you  want  to  track  behavioral  data   •  Knowing  what  you  want  to  track  helps  name  and  scale  your   structure  (categories,  actual  ac:ons  and  labels)   •  Plan  Event  Tracking  repor2ng  with  your  user(s)   •  Allows  to  create  meaningful  names  in  category  and  event  calls   •  Adopt  clear  naming  conven2ons   •  Your  variable  names  for  categories,  ac:ons  &  labels  will  appear   in  repor:ng;  category/ac:on  pairs  are  unique  elements  in   sta:s:cs  
  • 33. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Event  Tracking:  Event  Listeners   Clicks  on  Links:   1.  Add  a  tag  of  type  Event  Listener  >  Link  Click  Listener  in  GTM.  Name  it  “Link  Click   Listener.”  Add  firing  rule  of  “All  Pages.”   2.  Add  a  rule  for  each  link  you  want  to  track.  For  instance,  for  a  click  on   h^p://streets.mn/contact,  rule  would  be  “Contact  Clicks”  and  the  condi:ons  would   be:   {{event}}  equals  gtm.linkclick   {{element  url}}  contains  contact   3.  For  each  link,  add  an  Analy:cs  event  tracking  tag  ((Type:  Classic  or  Universal   Analy8cs;  Track  Type  of  Event)  and  name  it  a|er  the  link  you  are  tracking  (“Analy:cs   Event  –  Contact”).  Add  the  rule  you  created  in  #2  as  the  firing  rule.  Enter  a  Category,   Ac:on  and  Label  for  each  event.   •  Category  “Nav”   •  Ac:on  “Select”   •  Label:  “Contact”   4.  Save  a  version  of  tag  container  and  publish  
  • 34. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Event  Tracking:  Event  Listeners   Form  Submits:   1.  Add  a  tag  of  type  Event  Listener  >  Form  Submit  Listener  in  GTM.  Name   it  “Form  Submit  Listener.”  Add  firing  rule  for  page  from  which  form   submits.   2.  Add  a  rule  (name  it  “Form  Submit”  or  for  specific  form)  with  the   following  condi:on:   {{event}}  equals  gtm.formSubmit   3.  Add  an  Analy:cs  event  tracking  tag  (Type:  Classic  or  Universal  Analy8cs;   Track  Type  of  Event).  Add  the  rule  you  created  in  #2  as  the  firing  rule.   Enter  a  Category,  Ac:on  and  Label  for  each  event.   •  Category  “Form”   •  Ac:on  “Submit”   •  Label:  “Lead  Gen”   4.  Save  a  version  of  tag  container  and  publish    
  • 35. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Behavior.   Not  Hits.  
  • 36. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Learn  More  Measurement:   This  Presenta2on:   •  SlideShare:  h^p://www.slideshare.net/JulieKosbab     Google  Analy2cs  (General):   •  Google  Analy2cs  Developer  Guides:  h^ps://developers.google.com/analy:cs/devguides/   •  Google  Analy2cs  Academy:  h^ps://analy:csacademy.withgoogle.com/explorer   •  Google  Analy2cs  Solu2ons  Gallery:  h^ps://www.google.com/analy:cs/gallery     Implement  Universal  Analy2cs:   •  Upgrading  to  Universal  Analy2cs:   h^ps://developers.google.com/analy:cs/devguides/collec:on/upgrade/   •  Event  Tracking  in  Universal  Analy2cs:     h^ps://developers.google.com/analy:cs/devguides/collec:on/analy:csjs/events     Discover  Tag  Managers:   •  Google  Tag  Manager:  h^ps://www.google.com/tagmanager   •  Qubit:  h^p://www.qubitproducts.com/tag-­‐management   •  Storm:  h^p://tagmanager.dc-­‐storm.com/      
  • 37. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Measure  Without  Google  Analy2cs   •  Jetpack  –  WordPress  offering.  Simple  analy:cs  package.   •  Clicky  –  Real-­‐:me  analy:cs  tool  with  behavioral  tracking  and   heatmaps.     •  Mint  –  Self-­‐hosted  analy:cs  package.  For  those     who  crave  total  data  control.   •  Woopra  –  Offers  standard  analy:cs  +     customer  profiling  and  funnel  and  reten:on     repor:ng.   •  Piwik  –  Open-­‐source,  self-­‐hosted  analy:cs     pla‚orm.    
  • 38. Click  to  edit  Master  text  styles   Second  level   WordCamp  Minneapolis  2014   @betweensta8ons   Ques2ons?