About @analyticsninja Loves working with fun businesses
Goals of this presentation Discuss the benefits of Universal Analytics and Google Tag Manager Provide a general overview and training for how to use GTM, especially for UA implementations Tactical implementation examples and how to use the resulting data
Custom Dimensions and Custom Metrics – Much better reporting that is more accessible across organizations, 20 vs 5 CVs for GA Standard. Measurement Protocol – Offline conversions FTW! GA’s First Attempt at Visitor Stitching – From what I can ascertain, still lots of room for improvement. Also, still not out of closed beta. Many Settings Configured on the Backend – Less likely to cause problems due to coding fails Benefits Of Universal Analytics
Demographics Remarketing Most 3 rd party plugins are stuck in _gaq land Content Experiments – Not a huge loss Still Missing…
Sample Data Layer for Publishers Content Level Article publish date Article publish hour Author Topics / Tags Article Category – Sub Category Free or Restricted Content User Level User Logged In State Newsletter Subscriber Registration Date First Visit Date # of Weekly Visits
# Of Weekly Visits dev.analyticsninja.co/periodic_visit.js
Sample Data Layer for Ecommerce Product Level Page Type Product Category Product Sub Category (etc) Product Brand Product Name Product SKU Product Price Product Gender (if relevant) Product Promo / Discount User Level Registered User First Visit Date First Purchase Date Count of Purchase Days Since Previous Purchase User registration date User Gender Business Name (B2B) Business Vertical (B2B)
Smart Data Layer => Smart Decisions “Real” Page Value = Profit per Unique PV
Google Tag Manager Transaction Tags GTM does not support custom dimensions for item hits (yet). You should still push all of the additional meta data into a transaction_products array. Use a custom html ecommerce tag if you want to be able to look at secondary dimensions within the commerce reports. Alternatively, just use event tracking and custom dimensions to rebuild the commerce data model.
Universal Analytics for CRM Integrations and B2B Lead Gen
Summary Universal Analytics offers powerful new features (Custom Dimensions, Measurement Protocol, etc). You should deploy it if you haven’t do so yet. Google Tag Manager is a free and powerful TMS. Requires someone who knows what they’re doing, but will make implementations more flexible, extendible, and manageable. Strategic consideration of a business’s objectives and underlying business questions is the foundation upon which a Smart Data Layer is built, which will lead to Smart Decisions.
Summary GTM allows one to navigate the balance between doing things that “right way” (i.e. proper on-page markup, fully defined CMS driven Data Layer) versus bootstrap approaches to get data quickly when IT may take months or more to complete tasks Page value, assuming properly configured ecommerce and goal values, is an excellent index to use when looking to analyze page level dimensions such as product attributes or service offerings.
Summary Dividing unique purchases of products by unique pageviews of those product pages yields a “look to book” ratio that should have a direct impact on decisions regarding product placement and ad spend. (Propensity to buy). Use Server-Side hits to capture PROFIT metrics in GA. Profit is far more important than conversion rate or per visit value.