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UA and Google Tag Manager – Why & How!


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By Munaz Anjum: This presentation highlights the major benefits of UA and Google Tag Manager that takes you to an exciting journey of experiencing the new process of tagging and feature sets. Explore more with me!!
Note: On some special requests, I may share this animated presentation. 

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UA and Google Tag Manager – Why & How!

  1. 1. Universal Analytics & Google Tag Manager Example text Go ahead and replace it with your own text. This is an example text. Your own footer Your Logo Example of Universal Analytics Cross Device Measurement – Discrepancy! Universal Analytics Vs Google Analytics Example of UA’s Properties Transformation Why Universal Analytics? Live Example of Universal Analytics Feature Urgency to UA Upgrade – Risk & Safety Measures! Why Universal Analytics?
  2. 2. Custom Dimensions and Custom Metrics Much better reporting that is more accessible across organizations Cross Device Tracking Connecting Offline and Online Many Settings Configured on the Backend Less likely to cause problems due to coding fails Dimension Widening Session and campaign timeout handling By default, sessions end after 30 minutes and campaigns end after 6 months. You can change the settings so sessions and campaigns end after the specified amount of time has passed. In some cases, webmasters may want to change their sessions and timeouts so that they can collect better data. For example, a news site might keep visitors more engaged than a site that tells you a basic piece of information like sunrise and sunset. UA will be a default Analytics in coming months. Why Universal Analytics? UA will be a default Analytics in coming months. Add custom search engines and have visitors show up as organic search
  3. 3. Example – Universal Analytics Universal Analytics Customizable Custom Dimensions (And Metrics) Going forward, many other new features would be added to UA.
  4. 4. Difference in Measurement| Cross Device Tracking Example text Go ahead and replace it with your own text. This is an example text. Your own footer Your Logo + + = 3Unique Users Classic Google Analytics Code Universal Analytics Code + + = 1 Unique User
  5. 5. Universal Vs Google Analytics Features Universal Analytics Google Analytics Basic GA features (Visitor acquisition, behavior and conversion data) P P Event Tracking P P AdWords Linking P P Google Webmaster Linking P P Customized Variables Upgraded to customized dimensions and metrics P Customized Dimensions and Metrics P O Online/Offline Data Sync P O Multi-platform tracking P O Simplified configuration Controls P O Select New Features Releases P O Google Tag Manager Fully supported and automated process w/o developer’s and QA’s help Little complicated and custom coding Advanced advertising tools (AdSense, Content Experiments, DFA, Remarketing) Coming soon P The future is clearly with UA. It’s a hugely different system, with a fundamental change in concept: very little done in the client, most of it done on the servers. That’s bringing much power and flexibility. Already features like the Custom dimensions + Metrics, and the Measurement Protocol for sending all offline data for integration into the system is opening up all manner of possibilities.
  6. 6. Example – New Feature in UA Universal Google Analytics ( Classic Google Analytics ( Going forward, many other new features would be added to UA.
  7. 7. UA will be a default Analytics in coming months. Google has already started processing the ‘properties of to Universal Analytics. The website has Google Analytics Code. See below: Now, check the admin sec. of Google Analytics, Google encourages UA code. You’d not find the old code, but updated UA Code. The UA code needs to be updated asap. Example of UA’s Properties Transformation –
  8. 8. Google Official link - Universal Analytics Auto- Transfer Google – “Our goal is to enable Universal Analytics for all Google Analytics properties. Soon all Google Analytics updates and new features will be built on top of the Universal Analytics infrastructure. To make sure all properties upgrade, Classic Analytics properties that don’t initiate a transfer will be auto-transferred to Universal Analytics in the coming months.” Urgency to UA Upgrade!
  9. 9. Migration Process - UA Check if UA property has already been transferred. Now, you need to take the following steps if you have already implemented GA codes (old codes for the followings:) • Events • Virtual Page views • Social Tracking • Custom variables In some cases, if you have already customized various events for our clients via manual tagging process. In such a case, your process for UA upgrade would be: My Recommendation - If you are considering a significant update to your analytics, such as migrating to Universal Analytics, then I would highly recommend that you also consider Google Tag Manager as a method to deploy these updates. Step 1- Upgrade the code for Universal syntax manually after updating the UA code, or update corresponding tags to Universal Analytics in Google Tag manager. I would prefer the latter approach as it does not involve any development and QA effort. Step 2- All you need to identify the custom events codes you have implemented for your clients, and replicate the same with tweaks either manually to Universal syntax, or update via GTM.
  10. 10. No, You WOULD NOT Upgrading should still let you access and analyze all of your historical data using the same reports and tools you currently access, but you’ll also get all the additional new features. Don’t Be Scared! The most common question, or fear - ‘will we lose data?’. When you implement the Universal Analytics tracking code, you’d need to update the tracking code tags (EVENTS) for features that require additional set up. To check your code upgrades, you’d visit the Real-Time reports in Google Analytics and check hits are being sent from a website or an app.
  11. 11. Run Universal Analytics in Parallel Additional Safety Measure | Our Strategy One very good option for implementing Universal Analytics would be to run it in parallel with your existing reporting to check your setup before upgrading our original account. There are no issues with using Universal alongside regular analytics. If we set up a new property for this in Google Analytics, you could then copy all customization across when you upgrade your original property, and simply remove the test property. Alternatively, you can create a new account in Google Tag Manager and create a new container for a website. Place the tracking code immediately after the opening <body> tag throughout the website.
  12. 12. Run Universal Analytics in Parallel Additional Safety Measure | Our Strategy.. Cont. We'd set up a new Property in Google Analytics using Universal Analytics and select the UA ID. Create a new tag in Tag Manager for Universal Analytics and inset the UA-ID into the Tracking ID field. Now add the appropriate Firing Rule, Save, Create a Version and Publish. There are no issues with using Universal alongside regular analytics. If we set up a new property for this in Google Analytics, we could then copy all customization across when we upgrade our original property, and simply remove the test property. When we are happy that everything is customized correctly and reporting properly, we can remove all old Analytics tracking code, saving the UA-ID. Once that’s done, simply put the new UA-ID into your Tag Manager code, Save, Create a Version, Publish and then check that our legacy account is now reporting via the Universal Analytics code.
  13. 13. ! No Risk, All Gains What Google Says Vs What They Do? Regardless of whether you begin the migration to Universal Analytics immediately, it’s important that you must start preparing and learning how to replicate and improve any unique customization as soon as possible. Although Google has said that it will be at least two years before older code is deprecated, there are never any guarantees. It’s best to be prepared, particularly if you want to test Universal Analytics implementation before rolling it out as one of main measurement tools.
  14. 14. Example text Go ahead and replace it with your own text. This is an example text. Your own footer Your Logo Why Google Tag Manager? Simple Equation – Hypothetical Math! Advantages of Using GTM Power Shift from Developer to Marketers –The Right Hand Why Universal Analytics Process of GTM Implementation & How It Works! Why Google Tag Manager? Simple Process of GTM Implementation & How
  15. 15. Simple Equation – Tagging Without GTM To update marketing tags directly on site/source code ongoing (not using Tag Management System) requires: One marketer: Making marketing decisions monthly at min. 3-4 hours a month One developer: To make code changes requested by marketing at min.4-5 hours a month One QA: To test code changes done by a developer at min. 3-4 hours a month This will always be average 3-4 hours a month from each team member to maintain tags and update them, so a total of approx. 145-150 hours between the three team members year over year. All credit goes to Amin Shawki for sharing his original thoughts on simple equation of GTM. I have tweaked a little on calculation part.
  16. 16. To implement and update a tag management system such as Google Tag Manager: One marketer: Making marketing decisions and implementing the changes through the Tag Management System with tag templates and easy interface, we'll say monthly at 3-4 hours a month. One developer: Initially implement Tag Management System, deploy GTM code one time that takes max. 30 mts. to 1 hour. No QA is required!! So total time investment with this method is 1 developer hours once + 3 to 4 hours/month for marketer to maintain and update tags, so a total of approx. 49-50 hours between the two team members the first year, BUT then only 48 hours total for just the marketer to maintain the Tag Management System, add tags, update tags and improve digital marketing on-site. Simple Equation – Tagging With GTM Let marketers add tags? Absolutely 
  17. 17. Business Benefits- Save time, cost, and increase overall ROI as defined in the above slide ‘Simple Equation’. Easy Management & Debuding- Save time on debugging, easy testing & maintenance . Get a faster website- Tags add weight to your pages and sometimes slow the loading of your pages. Customers hate slow websites and this can lose business. No change in source code- All tags are fired via GTM w/o chnages on the source code of a website. Move Faster- Quick and simple with little or no dependency on your web developers. No role of QA anymore! Protect your data and respect your customers’ privacy- Tags are powerful things. They can collect data from your website and can even change some aspects of how your website works. If you have old, unused 3rd party tags sitting on pages these could be recording data about your website and your business. SEO Benefits – Page speed, clean tags, declutter the complexity and enhance crawling and indexing of a website . Advanatges of Using Google Tag Manager Major Benefits - GTM
  18. 18. With Google Tag Manager you only need to have ONE CODE INSTALLED, ONE TIME! It takes the power to track data and places it right where it belongs—in the marketer’s hands. We can use Google Tag Manager’s online interface to configure: • Analytics • Remarketing codes • Conversion codes • Analytics Events • And many more! Power Shift from Developer to Marketers –The Right Hand Image credit: Thanks to LUKE GRACIE for sharing his thoughts on the benefits of GTM
  19. 19. Set up GTM 1 2 • Based on events (audio, videos, outbound links, downloads, submit, etc.), create tags, write rules, and set up macros. • On GA Real Time, you can check if the rules we have written for a tag if being fired or not. Create Tags, Write Rules, Set Up Macros (Conditions) based on EVENTS • Copy the code below and paste it onto every page of your website. Place it immediately after the opening <body> tag. •<!-- Google Tag Manager --> •<noscript><iframe src="//" •height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript> •<script>(function(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= •'//'+i+dl;f.parentNode.insertBefore(j,f); •})(window,document,'script','dataLayer','GTM-KW23CJ');</script> •<!-- End Google Tag Manager --> 3 Simple Process – GTM Implementation • Set up GTM Account • Go to Admin > See the GTM Code • Check the container and account ID in ‘container setting’. Implement GTM Code
  20. 20. End Results in UA Example – How GTM Works! Google Tag Manager ( Live Testing in Real Time Creating Tags 1 Writing Rules to Fire Tags 2 Set up Macros (based on events) 3 See the results Test the result
  21. 21. Visit: By: Munaz Anjum @munazanjum Skype: munazanjum +munazanjum