Campaign Tracking! These are little bits of information that you add to URLs that will attribute traffic to your marketing efforts.
How to? - Test it out using the URL builder - Figure out the primary channels and ways that you communicate that bring traffic to your website - Document those communication paths using the hierarchy of Campaign, Medium and Source. - Integrate these into links to your site in your email stationary, autoresponders, tweets, Facebook posts, Instagram profile links, print URLs, etc. - Find Zen in typos and other people’s campaign tracking in your data.
Event Tracking! This is something you need to ask your web production or development person/team to install on your website(s).
Here are some examples of how events might be categorized
Google Tag Manager For many organizations Tag Management can seem like a pipedream. Many articles online will state that installing GTM will mean “never talking to a developer again” This isn’t quite true. It really just changes your QA processes and how things go-live.
GTM can fire your Google Analytics, Adwords, Bing, or Facebook code snippets, or tags. Your developer would remove the Google Analytics code snippet from your site and place a single GTM container code snippet.
GTM allows you to more easily migrate to Universal Analytics - Google will force you eventually to move from classic - UA will make it easier to make your different sites look like one site: Cross Domain
Cross-domain - It’s the technique of making many websites report into GA “as one” - EX: worldwildlife.org + gifts.worldwildlife.org + support.worldwildlife.org = *.worldwildlife.org - EX: Your Content Management System, Your Donation Platform, Your Blog = yoursite.org - This ensures that when traffic comes to one of your sites, that a session won’t restart when they hit a different part of your website that is on a third-party
Naming Conventions - If you haven’t already figured out from the frameworks of Campaign and Event Tracking, I like naming conventions. - WWF’s current GTM Container publishes 66 different tags – consistent names help bring order to chaos. - Identify the publisher of the tag: Google Analytics, Adwords, MyPoints, Bing, etc. - Identify the type of tag: pageview, event, donation conversion vs email conversion, etc. - For triggers, I recommend noting whether something is “fire” trigger vs a “block trigger” or whether a trigger is supposed to evaluate something - “has”
Implementing If you’re going to peruse Google Tag Manager and you don’t have resources in house, there are vendors out there that can assist you – Lunametrics and Cardinal Path are good vendors to start with. Have some business process documentation ready – like what your conversions are (likely Goals in Google Analytics), what are all your URLs, and any ad tracking code/pixels that you use. Prioritize your URLs/sites and evaluate risks involved in making changes.
Implementation Unless you have the technical capacity and in-house knowledge, consider talking to a vendor.
WWF used a Request for Information process rather than an RFP process to find a vendor that fit our needs.
Google Analytics and Google Tag Manager Best Practices for DMAW
Google Analytics & Google Tag Manager Best Practices
World Wildlife Fund
DMAW – Digital Day 2015
October 20, 2015
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.
• URL builder - http://lunametrics.co/campaign-tagging
• Tracking Document – http://bit.ly/S4Sutm
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
Extra Bit of Awesome
Multi-Channel Funnel Reports
• Use it to migrate to Universal Analytics
• Cross-domain ease
• yoursite.com + secure2.convio.net = samesies
• Naming conventions are important for organizing your
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