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SearchLeeds 2018 - Emma Barnes - Branded3 - Analytics Tracking: or how I learned to stop worrying and love Google Tag Manager

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Have you ever been at the back of a developer queue thinking “I wish I could just do this myself” but find Google Tag Manager slightly daunting? Emma's SearchLeeds 2018 talk provided a wealth of inspiration on how to use Google Tag Manager for SEO, PPC, Event Tracking and advanced Google Analytics implementations.

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SearchLeeds 2018 - Emma Barnes - Branded3 - Analytics Tracking: or how I learned to stop worrying and love Google Tag Manager

  1. 1. @ejbarnes89#SearchLeeds Analytics Tracking: or how I learned to stop worrying and love Google Tag Manager E M M A B A R N E S @ E J B A R N E S 8 9
  2. 2. @ejbarnes89#SearchLeeds Me IRL I’m Emma, I like graphs. And drawing at networking events.
  3. 3. @ejbarnes89#SearchLeeds 😍 😍 😍 😍 😍 😍 😍 😍
  4. 4. @ejbarnes89#SearchLeeds 🤔 🤔 🤔 🤔 🤔 🤔 🤔 🤔
  5. 5. @ejbarnes89#SearchLeeds
  6. 6. @ejbarnes89#SearchLeeds
  7. 7. @ejbarnes89#SearchLeeds Google Analytics Out of the Box Pages Device New or Returning Country Language Browser Page Speed ISP Operating System Source
  8. 8. @ejbarnes89#SearchLeeds
  9. 9. @ejbarnes89#SearchLeeds Cool Tracking Ideas Clicks Form Submissions Video Plays Timers Blog AuthorsCall Tracking Internal Site Search 404 tracking Cookie Acceptation
  10. 10. @ejbarnes89#SearchLeeds Who has been at the back of a long developer queue before? R A I S E Y O U R H A N D
  11. 11. @ejbarnes89#SearchLeeds http://invisiblebread.com/2016/12/do-it/
  12. 12. @ejbarnes89#SearchLeeds Encourage you to step out of your GTM comfort zone M I S S I O N
  13. 13. @ejbarnes89#SearchLeeds Pageview Tracking This is easy
  14. 14. @ejbarnes89#SearchLeeds Pageview Tracking Unless you want to make it more difficult/effective
  15. 15. @ejbarnes89#SearchLeeds IANAL ( I A M N O T A L A W Y E R : T H E A C R O N Y M I S F U N N Y ) Plus, I really wanted a picture of Phoenix Wright
  16. 16. @ejbarnes89#SearchLeeds I’m sorry but,
  17. 17. @ejbarnes89#SearchLeeds I’m sorry but, I’ve got to talk about GDPR
  18. 18. @ejbarnes89#SearchLeeds Just a little bit Fine, I wanted 3 pictures I’m sorry but, I’ve got to talk about GDPR
  19. 19. @ejbarnes89#SearchLeeds You *may* need to amend your triggers so they only fire if relevant cookies have been accepted I don’t know how you’re handling cookies internally
  20. 20. @ejbarnes89#SearchLeeds Example: CookieBot https://www.tagmanageritalia.it/how-to-fix-cookiebot-official-guide-and-protect-yourself-from-gdpr/
  21. 21. @ejbarnes89#SearchLeeds OK that’s done now
  22. 22. @ejbarnes89#SearchLeeds
  23. 23. @ejbarnes89#SearchLeeds Creating an event tracking tag M I S S I O N S T A R T
  24. 24. @ejbarnes89#SearchLeeds Basic process for event tagging Source: comScore What do you want to measure? When should it trigger? What data should it pull in Make tag Debug Fire
  25. 25. @ejbarnes89#SearchLeeds More realistic process for event tagging Want to pull stats Stats don’t exist Decide you need event tracking Create event tracking plan What do you want to measure? When should it trigger? What data should it pull in Rewrite tagging brief until data structure makes sense Make tag Forget to add variable, go and add Add trigger Debug Tag does not work how you want Cry Pull hair “Why didn’t I just get a dev to do this” Persist Figure out what was wrong with trigger Debug again Fire!!
  26. 26. @ejbarnes89#SearchLeeds Make variables to collect data you need Source: comScore Me telling GTM to grab the Hostname (domain name)of the clicked URL every time a click on a link happens
  27. 27. @ejbarnes89#SearchLeeds Then create triggers that tell GTM when to send that data to GA* Source: comScore *This may or may not include “Cookie Accepted” data IANAL
  28. 28. @ejbarnes89#SearchLeeds Create the tag that gives GA data when specified conditions are met Me telling GA if an external link was clicked, and which domain name was clicked
  29. 29. @ejbarnes89#SearchLeeds The data looks like this You’re seeing what the website someone then clicked on while visiting your website.
  30. 30. @ejbarnes89#SearchLeeds Here are some cool things you can do M I S S I O N I N S P I R A T I O N
  31. 31. @ejbarnes89#SearchLeeds Who downloads files, clicks phone numbers or email addresses? M I S S I O N
  32. 32. @ejbarnes89#SearchLeeds What about Paid Search? I S N ’ T T H I S “ S E A R C H L E E D S ”
  33. 33. @ejbarnes89#SearchLeeds Track clicks on .pdf, mailto:, tel: Create a trigger that fires when the click URL matches whatever you want to track
  34. 34. @ejbarnes89#SearchLeeds Track clicks on .pdf, mailto:, tel: Create an event tracking tag that fires with this condition
  35. 35. @ejbarnes89#SearchLeeds Track clicks on .pdf, mailto:, tel: See your beautiful data about people who clicked certain URL types
  36. 36. @ejbarnes89#SearchLeeds Custom Dimension: Local Time of Day M I S S I O N
  37. 37. @ejbarnes89#SearchLeeds Split data to get local time of day Create a Custom JS variable
  38. 38. @ejbarnes89#SearchLeeds Split data to get local time of day Create Lookup table to label hours as office/lunch/non-office
  39. 39. @ejbarnes89#SearchLeeds Split data to get local time of day Push to a custom dimension in your GA tag
  40. 40. @ejbarnes89#SearchLeeds Split data to get local time of day Nice report that says what time of day we have highest conversion rate
  41. 41. @ejbarnes89#SearchLeeds Grabbing Author Data with Custom Dimensions M I S S I O N
  42. 42. @ejbarnes89#SearchLeeds Create a custom author dimension I had to ask a developer very kindly to mark this up
  43. 43. @ejbarnes89#SearchLeeds Create a custom author dimension Create a Data Layer variable
  44. 44. @ejbarnes89#SearchLeeds Create a custom author dimension Add custom variable to your GA tag
  45. 45. @ejbarnes89#SearchLeeds Create a custom author dimension Data showing that my blogs are the 2nd most popular :)
  46. 46. @ejbarnes89#SearchLeeds ONE YEAR EARLIER S E A R C H L E E D S 2 0 1 7
  47. 47. @ejbarnes89#SearchLeeds
  48. 48. @ejbarnes89#SearchLeeds
  49. 49. @ejbarnes89#SearchLeeds
  50. 50. @ejbarnes89#SearchLeeds Track if search results were found Find the div that indicates whether results were found or not
  51. 51. @ejbarnes89#SearchLeeds Track if search results were found Build a DOM Element variable that pulls info from that div
  52. 52. @ejbarnes89#SearchLeeds Track if search results were found Build a lookup table that dictates which search results mean found or not found
  53. 53. @ejbarnes89#SearchLeeds Track if search results were found Also create a variable that tracks the keyword that was used
  54. 54. @ejbarnes89#SearchLeeds Track if search results were found Create tag to send data, create trigger to only fire on search results pages
  55. 55. @ejbarnes89#SearchLeeds Track if search results were found Data showing if you can find results or not
  56. 56. @ejbarnes89#SearchLeeds Who clicks something very specific? M I S S I O N
  57. 57. @ejbarnes89#SearchLeeds
  58. 58. @ejbarnes89#SearchLeeds Track clicks on specific items Make sure everything you want tracked is tagged up
  59. 59. @ejbarnes89#SearchLeeds Track clicks on specific items This relies on the devs adding correct titles to every element
  60. 60. @ejbarnes89#SearchLeeds Track clicks on specific items Send events to GA when items within a certain div are clicked on
  61. 61. @ejbarnes89#SearchLeeds Track clicks on specific items Data showing which elements were interacted with
  62. 62. @ejbarnes89#SearchLeeds What about SEO? I S N ’ T T H I S “ S E A R C H L E E D S ”
  63. 63. @ejbarnes89#SearchLeeds You can inject HTML/JavaScript if you don’t have access to your client’s website E.g. Schema MarkUp
  64. 64. @ejbarnes89#SearchLeeds For example you could implement So many things!
  65. 65. @ejbarnes89#SearchLeeds Optimiser Beware • An “OK” stepping stone while in a dev queue or with no other site access • Google may consider this Cloaking • Depends if it conflicts with current implementation • Google may not see these tags at all • Depends if you launch the tag early enough in the script • Google doesn’t always render on first crawl • “Google only checks canonicals on raw HTML” – Pedro Dias • Not a future-proof/robust solution
  66. 66. @ejbarnes89#SearchLeeds What about Paid Search? I S N ’ T T H I S “ S E A R C H L E E D S ”
  67. 67. @ejbarnes89#SearchLeeds Look at all these integrations! Full Tag List: https://support.google.com/tagmanager/answer/6106924?hl=en
  68. 68. @ejbarnes89#SearchLeeds Or use custom HTML if integration doesn’t exist Grrr Facebook
  69. 69. @ejbarnes89#SearchLeeds Create tag, input ID/HTML, add triggering page(s), done e.g. AdWords Conversion Tracking
  70. 70. @ejbarnes89#SearchLeeds Final words M I S S I O N D E B R I E F
  71. 71. @ejbarnes89#SearchLeeds
  72. 72. @ejbarnes89#SearchLeeds https://www.branded3.com/blog/category/analytics/ https://www.branded3.com/blog/author/emma-barnes/ @ejbarnes89 emma.barnes@branded3.com
  73. 73. @ejbarnes89#SearchLeeds

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