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Level Up Your Analytics at SearchLove London 2017

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Behold! The slide deck from my GTM talk at SearchLove London 2017.

Quick description: Let's face it - being able to track and analyze your top pages, bounce rates, form submissions, and the like is pretty low-level stuff. It's almost 2018, so it's time to increase your Google Tag Manager proficiency to get the most of your Analytics configuration. In this session, Mike will geek out on GTM, show you how to track progress through forms and pinpoint friction points, explain how to set up user interactions to fire virtual page views for more granular intelligence, fix cross and subdomain tracking issues, and more.

Published in: Marketing
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Level Up Your Analytics at SearchLove London 2017

  1. 1. Level Up Your Analytics Conquer your toughest challenges in GA & GTM
  2. 2. CEO /
 Founder / Geek at Large at UpBuild Mike Arnesen @mike_arnesen | mikearnesen.com 
 @upbuildteam | upbuild.io
  3. 3. A ranger wandering 
 the land, helping wherever 
 there’s a need. MY JOB
  4. 4. Who’s played D&D? @mike_arnesen
  5. 5. We’re geeks, so probably most of us. @mike_arnesen Who’s played D&D?
  6. 6. @mike_arnesen Professional Development is an RPG
  7. 7. Dungeons & Dragons @mike_arnesen It’s back!
  8. 8. If these trends continue… @mike_arnesen
  9. 9. @mike_arnesen
  10. 10. @mike_arnesen We’re Level 1 Analytics Paladins Analytics Proficiency Modifier: +1 GATC Copy & Paste: Mastered Goal Tracking: Intermediate GTM Skill: Burgeoning
  11. 11. @mike_arnesen 1st level is a great 
 starting point You can only gain XP & level up by facing challenges
  12. 12. Rapid Fire It sounds like a good idea @mike_arnesen
  13. 13. @mike_arnesen Too much 
 mind blowing isn’t a good thing
  14. 14. on the important ones @mike_arnesen Let’s focus
  15. 15. 01 CROSS…EVERYTHING TRACKING Cross-domain, subdomain, cross-frame, and cross-device
  16. 16. 02 CLICK TRACKING IN GTM 4 years of click tracking lessons in 
 4 minutes
  17. 17. 03 FORM ABANDONMENT TRACKING Understand & analyze form abandonment with a bulletproof framework
  18. 18. 04 ALIGNED CONVERSION EVENTS It’s go time, at the same time
  19. 19. 05 MODIFYING BOUNCE RATE To get a better picture of engagement
  20. 20. 06 MEASUREMENT PROTOCOL Send data to Google Analytics with or without webpages
  21. 21. 07 A STARTING POINT FOR 
 YOUR OWN ADVENTURE Summon the power of Eru and 
 craft your own spells
  22. 22. ● Blfe fnisc odnccke fhiab ● thegb thyiuo lokji agej theubn. ● Blfe fnisc odnccke ● fhiab tunng eieinthg eith toyuin ● Blfe fnisc odnccke fhiab ● thegb thyiuo lokji agej theubn. It’s dungeon crawl time! Hack & Slash
  23. 23. Okay, Google Roll for initiative! @mike_arnesen
  24. 24. 01 CROSS…EVERYTHING TRACKING Cross-domain, subdomain, cross-frame, and cross-device
  25. 25. Client ID is
 the soul of the user Don’t let it slip away 9156190c-f12a-45fb-90de-b841638b6b4b
  26. 26. Subdomain Why?
 Cookied in the wrong place How to Fix Set cookieDomain to "auto" The connection to the CID is severed @mike_arnesen
  27. 27. Subdomain Why?
 Cookied in the wrong place How to Fix Set cookieDomain to "auto" The connection to the CID is severed @mike_arnesen At long last, this is a GTM default!
  28. 28. Subdomain all the specifics Default cookie setting is problematic. Setting CookieDomain to "auto" flips it. @mike_arnesen support.upbuild.iowww.upbuild.io support.upbuild.iowww.upbuild.io
  29. 29. Cross-Domain The connection to the CID is severed @mike_arnesen Why?
 Info isn’t shared across sites How to Fix 1. Set allowLinker to "true" 2. Specify domains in your GTM’s GA config variable 3. Populate referral exclusion list is GA admin
  30. 30. @mike_arnesen Cross-Domain all the specifics autoLinker set to "true". Auto Link Domains = comma-separated list of all websites.
  31. 31. @mike_arnesen Cross-Domain all the specifics Add the same websites to your referral exclusion.
  32. 32. Cross-Frame The connection to the CID is severed @mike_arnesen Why?
 iframes are an 
 unholy nightmare How to Fix 1. Modify GA code to send CID to the iframe 2. Add GA code to iframe source that receives CID 3. Send that GA hit you need with the original CID
  33. 33. Cross-Frame Replace GA code (or GTM page view tag) on the pages with iframed forms. The code grabs the canonical CID and passes it to the iframe with postMessage() @mike_arnesen all the specifics
  34. 34. Cross-Frame Put the code in the iframe source (or form template). It fires up a new tracker and uses the canonical CID rather than create a new one. @mike_arnesen all the specifics
  35. 35. Cross-Frame @mike_arnesen Put the code as the Completion/Thank You action. Fire an event hit off to GA; could be a page view, too. all the specifics
  36. 36. Cross-Device The connection to the CID is severed @mike_arnesen Why?
 Cookies aren’t shared across browsers/devices Our Best Option for Now 1. Set up User-ID in GA 2. Use cross-device reports in a dedicated User-ID view
  37. 37. + UID + UID Log In Log In
  38. 38. Log In Log In SessionUnification
  39. 39. Log In Log In SessionUnification
  40. 40. 02 CLICK TRACKING IN GTM 4 years of click tracking lessons in 
 4 minutes
  41. 41. Click Tracking The old way Hard-coded JavaScript via onclick attributes! @mike_arnesen onclick="ga('send', 'event', 'navigation', 'hamburger', 'about'"
  42. 42. Click Tracking The old way Hard-coded JavaScript via onclick attributes! @mike_arnesen onclick="ga('send', 'event', 'navigation', 'hamburger', 'about'" The horror…
  43. 43. Click Tracking Original GTM flavor No editing your source code; hone in with CSS selectors. One event tag can manage an entire category of clicks! @mike_arnesen
  44. 44. Click Tracking The UpBuild Way One event tag for tracking all click interactions. dataLayer variables will receive relevant data that you specify. @mike_arnesen
  45. 45. Click Tracking The UpBuild Way One HTML tag (containing JavaScript) takes care of click handling and labeling for your entire site. @mike_arnesen
  46. 46. Click Tracking The UpBuild Way One HTML tag (containing JavaScript) takes care of click handling and labeling for your entire site. @mike_arnesen What to track Data for GA Custom 
 Event GTM Variable
  47. 47. Click Tracking The UpBuild Way One HTML tag (containing JavaScript) takes care of click handling and labeling for your entire site. @mike_arnesen Some labels may 
 need to be escaped! What to track Data for GA Custom 
 Event GTM Variable
  48. 48. 03 FORM ABANDONMENT TRACKING Understand & analyze form abandonment with a bulletproof framework
  49. 49. Form Abandonment Tracking Help travelers find their way through @mike_arnesen Why?
 Forms these days. Amirite?
  50. 50. Form Abandonment Tracking How it works Each interaction logs the name of the form field. Upon abandonment, the whole thing is delivered to GA. @mike_arnesen Address > City > State > Country > Zip > Home Airport
  51. 51. Form Abandonment Tracking Add this tag in GTM. Input your: - form selector - submit button selector - field attribute to track One version for each form type. @mike_arnesen How to implement Form Submit button Attribute
  52. 52. Form Abandonment Tracking Triggers on the same Custom Event as before! @mike_arnesen How to implement Custom 
 Event
  53. 53. 04 ALIGNED CONVERSION EVENTS It’s go time, at the same time
  54. 54. @mike_arnesen Out of Sync Conversions If multiple platforms record conversions in different ways — even slightly — it’s gonna get messy. What’s the issue
  55. 55. @mike_arnesen Out of Sync Conversions If multiple platforms record conversions in different ways — even slightly — it’s gonna get messy. What’s the issue Pardot/Marketo Leads: 120 Facebook Conversions: 80 GA Goal Completions: 143 LinkedIn Conversions: 78
  56. 56. @mike_arnesen Take the Time to Get Aligned Base the recording of a conversion around a single, consistent event. & Everyone Wins
  57. 57. @mike_arnesen Take the Time to Get Aligned Base the recording of a conversion around a single, consistent event. & Everyone Wins Might I recommend a custom dataLayer push?
  58. 58. @mike_arnesen Take the Time to Get Aligned Base the recording of a conversion around a single, consistent event. & Everyone Wins Might I recommend a custom dataLayer push?
  59. 59. 05 MODIFYING BOUNCE RATE To get a better picture of engagement
  60. 60. Bounce Rate 
 Ain’t So Great A bounce isn’t 
 a failure; 
 it’s a visit with a
 single interaction.
  61. 61. Page View Page View Page ViewEvent Page View Page View Pageview Time in 
 Seconds 1s 3s2s 4s 2-second session Non-bounce 3-second session Non-bounce 0-second session Bounce 5s
  62. 62. Page View 0-second session Bounce Time in 
 Seconds 1s 3s2s 4s 5s
  63. 63. Page View 3-second session Non-bounce Page View 0-second session Bounce Time in 
 Seconds 1s 3s2s 4s 5s EventInt Int
  64. 64. @mike_arnesen Rescue Your Bounce Rate Listen closely for actions that indicate engagement. By Negating Bounce
  65. 65. @mike_arnesen Rescue Your Bounce Rate The default setting is to wait for 2 of these 3 to occur. By Negating BounceCopied content Scrolled deep Passed time
  66. 66. @mike_arnesen Rescue Your Bounce Rate If enough lights go off, send an event to GA so it knows "no bounce!" By Negating Bounce Event Triggered!
  67. 67. @mike_arnesen Rescue Your Bounce Rate Add this tag in GTM. Input your: - content elements - time value - engagement threshold Trigger on "Page engaged" Custom Event. How to Implement
  68. 68. TO JAVASCRIPT THE CAUSE OF, AND SOLUTION TO, ALL OF LIFE’S PROBLEMS
  69. 69. 06 MEASUREMENT PROTOCOL Send data to Google Analytics with or without webpages
  70. 70. Measurement Protocol allows you to make an HTTP Request that will 
 send a hit to the Google Analytics servers. @mike_arnesen
  71. 71. HTTP Request MP payload Build Your Own Measurement Protocol Hit https://ga-dev-tools.appspot.com/hit-builder/ + https://google-analytics.com/collect ?v=1&t=pageview&tid=UA-68661604-1&cid=9156190c- f12a-45fb-90de-b841638b6b4b&dp=%2Ftest-page%2F +
  72. 72. Build Your Own Measurement Protocol Hit https://ga-dev-tools.appspot.com/hit-builder/ https://google-analytics.com/collect? v=1&t=pageview&tid=UA-68661604-1&cid=9156190c-f12a-45fb-90de- b841638b6b4b&dp=%2Ftest-page%2F Excelsior?
  73. 73. 07 A STARTING POINT FOR 
 YOUR OWN ADVENTURE Summon the power of Eru and 
 craft your own spells
  74. 74. Eru for GTM Eru Ilúvatar Eru is an account of GTM containers. Use only the modules you need. Just import, configure, and play. @mike_arnesen
  75. 75. Use Eru Core + modules you need Just plug, configure, and play! @mike_arnesen
  76. 76. Everything from this talk & more Download @ HackGTM.com @mike_arnesen
  77. 77. Import into your GTM container Remember to merge, not overwrite @mike_arnesen
  78. 78. Works out-of-the-box with a few User Updates Change Config Variables to "false" to deactivate @mike_arnesen
  79. 79. Get the deck, 
 learn more tips, keep leveling up. hackgtm.com THANK YOU!

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