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Tricks and tweaks for Google Analytics and Google Tag Manager

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Slides from my talk at Google Analytics User Conference in Amsterdam.

Some preaching about data collection and then a list of my favorite ways to make GTM and GA data more meaningful to your organization and your unique business goals.

Published in: Data & Analytics, Internet
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Tricks and tweaks for Google Analytics and Google Tag Manager

  1. 1. Reaktor Mannerheimintie 2 00100, Helsinki Finland tel: +358 9 4152 0200 www.reaktor.com info@reaktor.com Confidential ©2015 Reaktor All rights reserved Tweaks and tricksFor Google Tag Manager and Google Analytics @SimoAhava | #GAUC15 | 17 June 2015
  2. 2. Simo Ahava Senior Data Advocate, Reaktor @SimoAhava | #GAUC15 | 17 June 2015 Google Developer Expert, Google Analytics Blogger, developer, www.simoahava.com Twitter-er, @SimoAhava Google+:er, +SimoAhava
  3. 3. Plug-and-play Analytics Stop. Stop doing it. Stop it now. @SimoAhava | #GAUC15 | 17 June 2015
  4. 4. Google Analytics is a tool designed to work for 9,352,458* 
 different businesses. * Author’s estimate, not an official figure @SimoAhava | #GAUC15 | 17 June 2015
  5. 5. It is thus conceivable Google doesn’t know what your business objectives are. @SimoAhava | #GAUC15 | 17 June 2015
  6. 6. 23.75 % @SimoAhava | #GAUC15 | 17 June 2015
  7. 7. 23.75 % Dear CMO, last month, the Ecommerce Conversion Rate on our site was… …which is an uplift of 3.45% compared to the previous month! @SimoAhava | #GAUC15 | 17 June 2015
  8. 8. 2,342,566 Dear CMO, last month, the number of sessions to our site was… …which is an uplift of 3.45% compared to the previous month! Digital Analytics Café 20-May-2015 | @SimoAhava
  9. 9. Definition of a Session • Group of interactions that takes place on a website… • That expires after 30 minutes of inactivity… • Or at the end of they day… • Or when acquisition campaign changes… • Unless the referral is in the Referral Exclusion List… • Or traffic is cross-domain, and cross-domain tracking is implemented… • Unless it’s implemented incorrectly… • Which is likely since it’s so !#/%(“% difficult… • Unless you’re using Google Tag Manager… • Except if you’ve implemented THAT incorrectly… @SimoAhava | #GAUC15 | 17 June 2015
  10. 10. All metrics and dimensions used by a platform subscribe to the schemas of said platform! GPeC Summit 11-May-2015 | @SimoAhava
  11. 11. All metrics and dimensions used by a platform subscribe to the schemas of said platform! GPeC Summit 11-May-2015 | @SimoAhava Sessionization Schema
  12. 12. This has two major implications on how we collect, process, and analyse the data. @SimoAhava | #GAUC15 | 17 June 2015
  13. 13. Stay away from aggregate metrics.
 1 @SimoAhava | #GAUC15 | 17 June 2015
  14. 14. Stay away from aggregate metrics.
 Combine, segment,
 visualize, predict.1 @SimoAhava | #GAUC15 | 17 June 2015
  15. 15. Plug-and-play metrics are crap. Data must be collected and reported in a meaningful way.2@SimoAhava | #GAUC15 | 17 June 2015
  16. 16. Tweaks & Tricks To improve data quality at data collection time. @SimoAhava | #GAUC15 | 17 June 2015
  17. 17. Trick 1: Add true hit timestamp
  18. 18. @SimoAhava | #GAUC15 | 17 June 2015 Create a Custom Dimension GA
  19. 19. @SimoAhava | #GAUC15 | 17 June 2015 Custom JavaScript Variable to calculate ISO time GTM
  20. 20. @SimoAhava | #GAUC15 | 17 June 2015 Add the Custom JavaScript Variable to your tags GTM
  21. 21. @SimoAhava | #GAUC15 | 17 June 2015 http://goo.gl/fA8d0f
  22. 22. Trick 2: Add client Id as a dimension
  23. 23. @SimoAhava | #GAUC15 | 17 June 2015 Create a Custom Dimension GA
  24. 24. @SimoAhava | #GAUC15 | 17 June 2015 Setup the GA tracker in a Custom HTML Tag GTM
  25. 25. @SimoAhava | #GAUC15 | 17 June 2015 Add the client ID to the Tag, and fire with the Custom Event GTM
  26. 26. @SimoAhava | #GAUC15 | 17 June 2015 http://goo.gl/dkkgZr
  27. 27. Trick 3: Add session Id as a dimension
  28. 28. @SimoAhava | #GAUC15 | 17 June 2015 Create a Custom Dimension GA
  29. 29. @SimoAhava | #GAUC15 | 17 June 2015 Custom JS Variable to return random ID GTM
  30. 30. @SimoAhava | #GAUC15 | 17 June 2015 Add the Custom JS Variable as a Custom Dimension GTM
  31. 31. @SimoAhava | #GAUC15 | 17 June 2015 http://goo.gl/fA8d0f
  32. 32. Trick 4: Track dwell and scroll
  33. 33. @SimoAhava | #GAUC15 | 17 June 2015 Custom HTML Tag fires on DOM Ready GTM
  34. 34. @SimoAhava | #GAUC15 | 17 June 2015 Event Tag fires when dwell & scroll recorded GTM
  35. 35. @SimoAhava | #GAUC15 | 17 June 2015 http://goo.gl/AYXiki
  36. 36. Trick 5: Track scroll depth
  37. 37. @SimoAhava | #GAUC15 | 17 June 2015 Custom HTML Tag to setup the listener GTM
  38. 38. @SimoAhava | #GAUC15 | 17 June 2015 Bunch of Data Layer Variables to capture the data GTM
  39. 39. @SimoAhava | #GAUC15 | 17 June 2015 Event Tag to send the data to GA GTM
  40. 40. @SimoAhava | #GAUC15 | 17 June 2015 https://github.com/sahava/content
  41. 41. Trick 6: Track content with Ecommerce
  42. 42. @SimoAhava | #GAUC15 | 17 June 2015 Setup Enhanced Ecommerce in the GA View GA
  43. 43. @SimoAhava | #GAUC15 | 17 June 2015 Figure out the terminology GTM
  44. 44. @SimoAhava | #GAUC15 | 17 June 2015 Connect interactions with the data layer GTM
  45. 45. @SimoAhava | #GAUC15 | 17 June 2015 Create Tags for the individual events GTM
  46. 46. @SimoAhava | #GAUC15 | 17 June 2015 Enjoy the awesomeness GA
  47. 47. @SimoAhava | #GAUC15 | 17 June 2015 GA http://goo.gl/pkQmqU
  48. 48. Trick 7: Block Internal Traffic
  49. 49. @SimoAhava | #GAUC15 | 17 June 2015 Create a Custom Dimension GA
  50. 50. @SimoAhava | #GAUC15 | 17 June 2015 Create the View Filter GA
  51. 51. @SimoAhava | #GAUC15 | 17 June 2015 Create a URL Query Variable GTM
  52. 52. @SimoAhava | #GAUC15 | 17 June 2015 Add the Custom Dimension to a Tag GTM
  53. 53. @SimoAhava | #GAUC15 | 17 June 2015 WEB http://goo.gl/gTauIV
  54. 54. Trick 8: Create custom event handlers
  55. 55. @SimoAhava | #GAUC15 | 17 June 2015 Custom HTML Tag to setup the listener GTM
  56. 56. @SimoAhava | #GAUC15 | 17 June 2015 Custom JS Variable to work as a generic handler GTM
  57. 57. @SimoAhava | #GAUC15 | 17 June 2015 GTM http://goo.gl/IViqTG
  58. 58. Trick 9: Track weather as a dimension
  59. 59. @SimoAhava | #GAUC15 | 17 June 2015 How it works
  60. 60. @SimoAhava | #GAUC15 | 17 June 2015 Create Custom Dimensions GA
  61. 61. @SimoAhava | #GAUC15 | 17 June 2015 Custom HTML Tag to collect the data GTM
  62. 62. @SimoAhava | #GAUC15 | 17 June 2015 Event Tag to send weather data to GA GTM
  63. 63. @SimoAhava | #GAUC15 | 17 June 2015 http://goo.gl/3todBm
  64. 64. Trick 10: Track page visibility
  65. 65. @SimoAhava | #GAUC15 | 17 June 2015
  66. 66. @SimoAhava | #GAUC15 | 17 June 2015
  67. 67. @SimoAhava | #GAUC15 | 17 June 2015
  68. 68. @SimoAhava | #GAUC15 | 17 June 2015
  69. 69. @SimoAhava | #GAUC15 | 17 June 2015
  70. 70. @SimoAhava | #GAUC15 | 17 June 2015
  71. 71. @SimoAhava | #GAUC15 | 17 June 2015
  72. 72. @SimoAhava | #GAUC15 | 17 June 2015
  73. 73. @SimoAhava | #GAUC15 | 17 June 2015 http://goo.gl/RgA1Zh
  74. 74. @SimoAhava | #GAUC15 | 17 June 2015 http://goo.gl/80o1ml
  75. 75. BONUS: Inject semantic data for crawlers
  76. 76. @SimoAhava | #GAUC15 | 17 June 2015 Custom HTML Tag to inject Meta Descriptions with GTM http://goo.gl/1gB762
  77. 77. @SimoAhava | #GAUC15 | 17 June 2015 Custom HTML Tag to inject Structured Data with GTM http://goo.gl/YAXonr
  78. 78. Data is difficult It’s supposed to be. Stop complaining. @SimoAhava | #GAUC15 | 17 June 2015
  79. 79. @SimoAhava | #GAUC15 | 17 June 2015 Rule of Data Passivity Data does nothing. Data beats nothing. Data is a passive medium that requires an active agent (analyst) to interpret.
  80. 80. Rule of Data Subjectivity Interpretation of data requires a well- formulated hypothesis. The same data set can be good for one hypothesis and bad for another. @SimoAhava | #GAUC15 | 17 June 2015
  81. 81. @SimoAhava | #GAUC15 | 17 June 2015 Rule of Data Scarcity You will never have all the data. An arbitrary line must be drawn in data collection, and you must be aware of this limitation at all times.
  82. 82. Data quality is directly proportional to how well you understand the data collection mechanism. @SimoAhava | #GAUC15 | 17 June 2015
  83. 83. 2,342,566 Dear CMO, last month, the number of sessions to our site was… …which is an uplift of 3.45% compared to the previous month! Digital Analytics Café 20-May-2015 | @SimoAhava
  84. 84. Thank you! simo.ahava@reaktor.com www.simoahava.com Twitter: @SimoAhava Google+: +SimoAhava @SimoAhava | #GAUC15 | 17 June 2015

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