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Google Analytics: The Next Chapter
- 1. 1 April 9, 2018 at 2:30pm Frank Klassen, CEO Brightfind Google Analytics: The Next Chapter
- 2. 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. 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. 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. 5 Where to Locate the GTM Tracking Script
- 6. 6 Where to put this in your code . . . •Put this in your Masterpage
- 7. 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. 8 Event Tracking – Home Page Feature
- 9. 9 Event Tracking - Home Page Feature •In Chrome or Firefox •Right-click, inspect element
- 10. 10 Event tracking - CTAs
- 11. 11 Event tracking - Home Page Feature •Just Links
- 12. 12 Event tracking - CTAs • Class = “promo” • “.” is a Class selector • # is an ID selector
- 13. 13 Event tracking - CTAs
- 14. 14 Event tracking - CTAs
- 15. 15 Event tracking - CTAs
- 16. 16 Event tracking - CTAs
- 17. 17 Event tracking - CTAs
- 18. 18 Event tracking - CTAs
- 19. 19 Event Tracking - Home Page Feature
- 20. 20 Event Tracking - Home Page Feature • Click, then hold down the ESC key
- 21. 21 Event tracking - CTAs
- 22. 22 Event tracking - CTAs
- 23. 23 Event tracking - CTAs
- 24. 24 Event Tracking - Navigation
- 25. 25 Event Tracking - Navigation • Note: /Pubs /Overview
- 26. 26 Event Tracking - Navigation •Use Search
- 27. 27 Event Tracking - Navigation •Use Advanced Search
- 28. 28 Event Tracking - Navigation
- 29. 29 Event Tracking – Scroll Tracking
- 30. 30 Event Tracking – Scroll Tracking
- 31. 31 Event Tracking – scroll tracking
- 32. 32 Event Tracking – Scroll Tracking
- 33. 33 Event Tracking – Tabbed Interfaces
- 34. 34 Event Tracking – Tabbed Interfaces
- 35. 35 Event Tracking – Tabbed Interfaces
- 36. 36 Event tracking – tabbed interfaces
- 37. 37 Event Tracking – Tabbed Interfaces •Use Advanced Search
- 38. 38 Event Tracking – Tabbed Interfaces
- 39. 39 Event Tracking – Tabbed Interfaces •Use Advanced Search
- 40. 40 Goal Setting
- 41. 41 Goal Setting
- 42. 42 Use ESA as example. Show how building on initial goal can help lead to insights. Goal Setting
- 43. 43 Use ESA as example. Show how building on initial goal can help lead to insights. Goal Setting
- 44. 44 Use ESA as example. Show how building on initial goal can help lead to insights. Goal Setting
- 45. 45 Goal Setting
- 46. 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. 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. 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. 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. 50 Personify360 eBusiness Case Study - WEF
- 51. 51 Personify360 eBusiness Case Study - WEF
- 52. 52 Personify360 eBusiness Case Study - WEF
- 53. 53 Personify360 eBusiness Case Study - WEF
- 54. 54 Personify360 eBusiness Case Study - WEF
- 55. 55 Personify360 eBusiness Case Study - WEF
- 56. 56 Personify360 eBusiness Case Study - WEF
- 57. 57 Personify360 eBusiness Case Study - WEF
- 58. 58 Personify360 eBusiness Case Study - WEF
- 59. 59 Personify360 eBusiness Case Study - WEF
- 60. 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. 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. 62 Thank You! Frank Klassen, CEO Brightfind frank@Brightfind.com ©2018 Personifest. All information is confidential.
Editor's Notes
- 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.
- First, biggest script goes in the <head> tag – as high as possible; Second goes right below the <body> tag.
- You need to know a little bit about CSS!
- Watch for funny characters like double-underscores!
- Using Chrome, put your cursor ever the element, right-click and “inspect element”
- I start with the Trigger first.
- Just Links
- Then we do the Tag
- Add trigger
- Put GTM into “Preview” mode. Remember: take it out of Preview mode if you make another change!
- Trick – hold the ESC key immediately after clicking the link.
- I use two tabs or windows – one with GA, one with GTM
- Home Page Promo CTA
- Choose the secondary dimension drop-down to see Event Labels as well
- Home page navigation – drop down
- Each menu item link destination (Action), and which page the menu was used from (Label).
- Focus on a particular menu item (search – against Action column)
- Focus on a particular page’s menu (advanced search – against Label column)
- Tag settings are very similar.
- Javascript gets run on every page – you can filter the trigger to only run on certain pages – if you want to reduce the report!
- Need to show the custom events and the javascript – this is rather complex, don’t want to bog down the presentation…
- Tab User Interfaces have always been tough to track. Not anymore!
- Use Click Text as the Action – since there is NO link to track.
- Tab User Interfaces have always been tough to track. Not anymore!
- Vertical Tabs – all of them.
- Vertical Tabs – filtered by specific page. “/industrial-waterwastewater”
- Horizontal Tabs – all of them
- Horizontal Tabs – filtered by specific page. “/industrial-waterwastewater”
- Required – since the form was the landing page for a campaign (email and social) they wanted to see the impact of that campaign.
- Required – since the form was the landing page for a campaign (email and social) they wanted to see the impact of that campaign.
- Funnel Analysis
- Product Detail – ANY PRODUCT
- Shopping Cart
- Checkout – Then Thank you page.
- Conversion funnel – from any product detail to Purchase Confirmation
- Marketing Product Detail page – does this help to drive conversions?
- Conversion funnel – from specific product detail to Purchase Confirmation
- Reverse Goal Path Analysis
- Member segmentation
- Member segmentation
- Member segmentation
- .carousel-inner on wef.org and weftec.org
- .carousel-inner on wef.org and weftec.org