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Google Analytics and Google Tag Manager Best Practices for DMAW

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DMAW Digital Day 2015 small group discussion slides for non-profit marketers to learn more about important ways to use Google Analytics

Full agenda: http://www.dmaw.org/2015-digital-day-forum/

Published in: Data & Analytics

Google Analytics and Google Tag Manager Best Practices for DMAW

  1. 1. Google Analytics & Google Tag Manager Best Practices Sara Hoffman World Wildlife Fund DMAW – Digital Day 2015 October 20, 2015
  2. 2. Marketing
  3. 3. Campaign Tracking What does it do? Attributes website traffic to your marketing efforts Campaign is a buzz or trigger word at most orgs. Redefine it for yourself. Getting Started: • URL builder - http://lunametrics.co/campaign-tagging • Tracking Document – http://bit.ly/S4Sutm
  4. 4. utm_campaign=digital-day-2015 Campaign Medium Sources digital-day-2015 social twitter.com digital-day-2015 email progressive-exchange digital-day-2015 email dcww digital-day-2015 cpc Facebook.com
  5. 5. Extra Bit of Awesome Multi-Channel Funnel Reports
  6. 6. Technical
  7. 7. Event Tracking Getting Started: • Documentation -
  8. 8. Event Tracking Framework Category Action Label Homepage Upper Nav Click About Us Action Alert Take Action Id: 1234 Donation Form Email Subscribe Opt-Out Blog Post Category Click Climate Change
  9. 9. Google Tag Manager
  10. 10. Tag Management • Use it to migrate to Universal Analytics • Cross-domain ease • yoursite.com + secure2.convio.net = samesies • Naming conventions are important for organizing your • GA-Pageview-yoursite.com • GA-Pageview-subdomain.yoursite.com
  11. 11. Implementing Tag Management • There are vendors who can help implement • Have business process documentation • All your URLs/Sites • Ad tracking code/pixels • Conversion (likely goals in Google Analytics) • Prioritize your business processes • Evaluate risks involved in making changes
  12. 12. Making GA Every Day
  13. 13. Chrome Plugins Marketing: • Page Analytics Technical: • Tag Assistant • Google Analytics Debugger • WASP • dataslayer
  14. 14. Resources • Lunametrics • http://www.lunametrics.com/blog • Analytics Pros • http://www.analyticspros.com/blog/ • Occam’s Razor from Avinash • http://kaushik.net/avinash/ • Justin Cutroni • http://cutroni.com • Kissmetrics • http://www.kissmetrics.com Training • Google Analytics Academy (free) • Lunametrics (~$500) • Cardinal Path(~$500) Google Tag Manager • Simo Ahava • http://www.simoahava.com/
  15. 15. Thank You Sara Hoffman Web Traffic Analyst World Wildlife Fund sara.hoffman@wwfus.org
  16. 16. Photo credits: Tiger © Morten Koldby Jaguar © Getty Images Gorilla © Morten Koldby Snow Leopard © Morten Koldby Polar Bear © Morten Koldby

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