google analytics and google tag manager best practices for dmaw
TRANSCRIPT
Google Analytics & Google Tag Manager Best PracticesSara Hoffman
World Wildlife FundDMAW – Digital Day 2015
October 20, 2015
Marketing
Campaign TrackingWhat does it do?Attributes website traffic to your marketing efforts
Campaign is a buzz or trigger word at most orgs.
Redefine it for yourself.
Getting Started:
• URL builder - http://lunametrics.co/campaign-tagging
• Tracking Document – http://bit.ly/S4Sutm
utm_campaign=digital-day-2015
Campaign Medium Sources
digital-day-2015 social twitter.com
digital-day-2015 email progressive-exchange
digital-day-2015 email dcww
digital-day-2015 cpc Facebook.com
Extra Bit of AwesomeMulti-Channel Funnel Reports
Technical
Event Tracking
Getting Started:
• Documentation -
Event Tracking Framework
Category Action Label
Homepage Upper Nav Click About Us
Action Alert Take Action Id: 1234
Donation Form Email Subscribe Opt-Out
Blog Post Category Click Climate Change
Google Tag Manager
Tag Management
• Use it to migrate to Universal Analytics
• Cross-domain ease
• yoursite.com + secure2.convio.net = samesies
• Naming conventions are important for organizing your
• GA-Pageview-yoursite.com
• GA-Pageview-subdomain.yoursite.com
Implementing Tag Management
• There are vendors who can help implement
• Have business process documentation
• All your URLs/Sites
• Ad tracking code/pixels
• Conversion (likely goals in Google Analytics)
• Prioritize your business processes
• Evaluate risks involved in making changes
Making GA Every Day
Chrome Plugins
Marketing:
• Page Analytics
Technical:
• Tag Assistant
• Google Analytics Debugger
• WASP
• dataslayer
Resources
• Lunametrics• http://www.lunametrics.com/blog
• Analytics Pros• http://www.analyticspros.com/blog/
• Occam’s Razor from Avinash• http://kaushik.net/avinash/
• Justin Cutroni• http://cutroni.com
• Kissmetrics• http://www.kissmetrics.com
Training
• Google Analytics Academy (free)
• Lunametrics (~$500)
• Cardinal Path (~$500)
Google Tag Manager
• Simo Ahava
• http://www.simoahava.com/
Photo credits:
Tiger © Morten Koldby
Jaguar © Getty Images
Gorilla © Morten Koldby
Snow Leopard © Morten Koldby
Polar Bear © Morten Koldby