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.

1. WordPress
Developers
&
Analy2cs

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Do
You
Track
Hits?
Or
Behavior?

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Behavior
MaBers

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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

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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

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Don’t
Screw
Up
Measurement

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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

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Know
Your
Analy2cs
Version

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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)

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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>

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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.

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Upgrade
Wisely

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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.

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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!

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Upgrade
Process

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Set
Up
Access
Appropriately

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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

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Google
Analy2cs:
Account
Structure
Account:
Who
is
the
client?
Property:
What’s
their
URL?
View:
Repor2ng
Filters
&
Func2ons

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Access
Levels
Not
everyone
needs
Manage/Edit

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Put
Your
Code
Where
It
Belongs

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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).

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Simplify
Tag
Management

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Tags:
Not
JUST
Google
Analy2cs!

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Tag
Containers
Container
tags
are
tags
that
you
place
on
your
site
that
allow
one
tag
to
trigger
many
other
tags.

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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
-­‐-­‐>

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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

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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!

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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.

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Track
Behavior

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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.

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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

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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

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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

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Behavior.
Not
Hits.

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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/

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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.

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Ques2ons?