Track EverythingBecause what you don’t know can’t help
you
Who is this guy?Jeff Siebach
Director of Search Engine Marketing at Local Search Masters
23 years of experience being a nerd (3 professionally)
In 40 minutes you’ll be an expert on:
Universal AnalyticsWhat’s new with UAHow to implement UA on your siteHow to unlock additional reporting features of UA
Google Tag ManagerWhat it is and why it rocksHow to implement GTM on your siteHow to use GTM to track everything.
Resources, Citations, and Slides
Everything from today’s presentation will be available at:
www.localsearchmasters.com/podcamp
What you can track (besides everything)Website traffic
Cross-domain traffic
Cross-device traffic
Demographic information
Form submissions (contact, signup, …)
E-commerce transactions
Social Interactions
Different links to the same page
Clicks
What you can’t track through UA/GTM alone
Phone call sources (requires additional service)
Traffic on other people’s websites
Universal Analytics
More Features, Better Insights
Connect sessions across devices
Organic/Referral exclusionsTreat branded traffic as direct even with (not provided)
Upgrading to Universal
Upgrading to Universal
Upgrading to Universal
Upgrading to Universal
Upgrading to Universal
Enabling Demographic Reports
Enabling Demographic Reports
Demographic Reports
Advanced FeaturesUser ID tracking – track users across devices
Organic Exclusions – count organic traffic from branded keywords as direct traffic
Referral Exclusions – don’t count referrals from your own site
Resources to implement advanced features can be found at www.localsearchmasters.com/podcamp
Google Tag Assistant (Chrome Add-on)
Check if your tags are working
Google Tag Manager
Because what you don’t know can’t help you
Leave the IT guys out of it
Measure your website marketing goals without coding
Automatically enable advanced Google Analytics features
Manage multiple websites from one place
Do any of these sound like you?
You don’t have access to your site code to make changes
Your site is split across 2 domains (eg. a shopping cart or an external blog)
You manage many websites
You aren’t tracking the value of e-commerce transactions on your site
Example tagsGoogle Analytics
Example tagsAdWords Conversion Tracking
Example tagsWebmaster Tools
Example tagsEvent tracking
Example tagsCross-domain tracking
Example tags
Adding Google Tag Manager
Create a container
Add your Google Analytics tag
Publish the container
Swap legacy Analytics code for GTM code
GTM DemoAdding Analytics
Adding Remarketing/Conversion code
Tracking Links/Forms
Using Macros
External linkswww.othersite.com?aff=123
www.facebook.com/yoursite
mailto:[email protected]
tel:703-969-5392
Form/Link tracking
Goals in AnalyticsAdmin > View > Goals > Add New Goal