Intent-Based Analytics with Google Analytics and Google Tag Manager. Map google funnel with the marketing funnel. Learn how to track visitor intent through GA and GTM

1. JATIN KOCHHAR
JATINKOCHHAR@HOTMAIL.COM
INTENT BASED ANALYTICS
AND
GOOGLE ANALYTICS

2. Table of Contents
Introduction .................................................................................................................................... 2
Integration of IBA and GA........................................................................................................... 2
Intent indicators.............................................................................................................................. 3
Grading activities ............................................................................................................................ 4
Setting up event tracking ................................................................................................................ 4
Goal values...................................................................................................................................... 6
Building the intent segments.......................................................................................................... 7
Intent with Google analytics........................................................................................................... 9
The second page dimension ....................................................................................................... 9
Navigation Summary..................................................................................................................... 10

3. Introduction
Traditional marketing funnel –
AIDA Funnel – Awareness, Interest, Desire, Action
Google Analytics Report funnel –
Report Funnel – Acquisition, Behavior, Conversion
Integration of IBA and GA
In traditional marketing funnel there are four stages: awareness, interest, desire, and
conversion.
Those maps neatly to Google analytics reports: acquisition, behavior, and conversion.
Awareness
Interest
Desire
Action
Acquisition
Behavior
Conversion

4. The top and bottom of the funnel are incredibly easy to measure. In fact, they aren’t even
dependent on your Analytics setup. If you have log files for your server, you can figure out how
many people came to your site. Your cart software can show you just how many people
purchased on your site.
The middle of your funnel is incredibly hard to measure. Why? Because at bare minimum it
requires customization through event tracking. But even if you set up robust event tracking in
your Analytics platform, it’s still hard to determine what pushes someone over the edge from
visitor to customer.
Mapping out intent indicators on the site, setting up event tracking, and ultimately building an
intent scoring model that you can use for remarketing purposes.
Intent indicators
Visitor behavior like reading blog, white paper or case study, watching video on website,
attending a webinar. Or visitor average session duration is more than 3 times or pager per
session is more than 3 times. It helps visitor to decide about product purchase. It helps them in
decision making process.
Acquisition Behavior Conversion
Session Blog Lead
Case Study Sale
Video
Webinar
White Paper
Awareness
Interest
Desire
Action
Acquisition
Behavior
Conversion

5. 3 times Average session duration
3 times pages per session
Grading activities
Rate individual behavior between the rating 1 to 7. Assign individual behavior a value between
1 to 7.
Advertisement Agencies: Individual team or owner of three teams Vendor (processor),
customer (controller), actual client should rate the intent behaviors
In House Product: Vendor and customer team should rate the intent behaviors
Below is the example of ‘In House Product’ where vendor and customer has ranked.
Behavior Vendor Team Customer Team Client Team
Blog 1 5
Case Study 2 1
Video 3 6
Webinar 4 3
White Paper 5 7
3 times Average session duration 6 2
3 times pages per session 7 4
After collecting the rating/opinion on individual intent behavior. Make average of each
parameter. As below:
Average Behavior Vendor
Team
Customer
Team
Client Team
3 Blog 1 5
1.5 Case Study 2 1
4.5 Video 3 6
3.5 Webinar 4 3
6 White Paper 5 7
4 3 times Average session duration 6 2
5.5 3 times pages per session 7 4
Setting up event tracking

6. In Google Tag Manager to track the behavior use click tracking, form submission, video plays,
timing tags on every page of website. Triggers can be configured on click, links, form
submission, timer on all pages of website.
Below is the screen shot of Google Tag Manager – Tag (New Tag)
Below is the screen shot of Google Tag Manager – Trigger (New Trigger)

7. In Google Analytics, events can be tracked under:
Google Analytics  Behavior  Events  Overview
Goal values
Assign goal a monetary value with respect to behavior rating like above we attached value 6
(six) to white paper. Similarly, can be done for other events like watch video, downloaded case
study, or read white paper, click link

8. Building the intent segments
Bucket up different visitors based on their goal value.
Foremost add a segment in google analytics in conversions  goals section. As per below.

9. Over time the goal values will build in google analytics. Post which visitors can be segmented
into ‘High’, ‘Medium’, ‘Low’ buckets on their level of intent.
Segment Intent Range
Low 0-4
Medium 4.1-9
High 10 +
Low intent segment – Rarely will generate lead or give phone number; Visitors acted on 1-2
behavior parameter example visitor has downloaded case study and read the white paper
Medium intent segment – Visitor is getting into deeper about product want to know more
about product. Visitor acted on 3-4 behavior parameters
Hight intent segment – Actual visitor which are really wanting to use the website offered
services or products. Visitor acted on more than 5 behavior parameters

10. Intent with Google analytics
The intent analysis is something which tells you the intention behind the customer’s text. We
can say that it is the next step of sentiment analysis. Intent analysis can help businesses to
target their customers more specifically. It can be done by two ways.
1. The secondpage dimension.
2. The navigationsummary.
The second page dimension
The landing page reports tells where users entered in website. The second page dimension tells
what people did next.
The report has multiple use cases:
1. Able tosee mostcommonnavigationpaths.
2. It showsthe firsttwo page views inasessionthatisfirst- andsecond-page views.

11. Navigation Summary
The navigation summary examines customer intent on deeper parts of website. The report can
show first, second, third, fourth and any following page views in a session.
The view switches to chart followed by four grey boxes and two tables. The table on the right
shows the pages viewed by users at once after viewing selected page. The table on the left
shows the pages viewed by users at once before viewing selected page.