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Archive for the ‘Google Tag Manager’ Category

Making the Case for Tag Firing Priority in Google Tag Manager

Tag-Firing

A great new feature, Tag Firing Priority was rolled out inside of Google Tag Manager around July 1 along with the updated and redesigned debug mode. It is seemingly a small feature, located under the ‘Advanced Settings’ in the Tag (see below).

TagManager_AdvancedSettings

It’s an exciting update not only because of the application of setting priority, but also because it proves the direction Tag Manager has been heading – toward giving marketers and analysts more comprehensive control over the Tags they load on their site. Without any extra coding on the site, users can now control the firing priority of their Tags within Google Tag Manager’s interface.

Priority affects Tags that have the same firing Rule and is especially relevant for sites that have many Tags and third-party scripts like DoubleClick, Bounce Exchange, and search conversions that fire when the page loads. Tags marked with a higher priority are fired first, followed by lower priority Tags.

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Optimize Internal Site Search Conversion Rates with Google Tag Manager

sitesearch

Often overlooked, Internal Site Search’s importance shouldn’t be underestimated. Recently, as I was exploring our company’s website, I noticed that our internal search results weren’t as helpful as I anticipated.

I conducted a search on our site for “google analytics”, a term very significant to us at LunaMetrics. I was shocked to see that all the top listed results were blog posts.

While blogging is important to us, it’s also important for our visitors to know that we offer trainings around the country and Google Analytics services to clients. All the relative content we had created through our blog was coming back and actually overpowering our other results, hardly an ideal situation.

We, as marketers, do a lot to get people to our site. From search engine marketing to analysis of internal analytics, we make it a top priority to ensure our website is extremely visible across all channels of the internet. Why then does it seem that we tend to slack when it comes to internal search results of our own site?

Not being able to quickly see our Google Analytics trainings after my query was a definite problem. If you’re in a similar position, here’s how I sought out to address it. (more…)

Duplicate Transactions in Google Analytics – The Check and the Fix

duplicate-trans-big

By far the most common issue I’ve come across with ecommerce sites; duplicate transactions can inflate revenue and ecommerce metrics, altering your attribution reports and making you question your data integrity.

When talking about where to put the ecommerce tracking code, Google suggests the following for Universal Analytics:

… If successful, the server redirects the user to a “Thank You” or receipt page with transaction details and a receipt of the purchase. You can use the analytics.js library to send the ecommerce data from the “Thank You” page to Google Analytics.”

The missing step here is to ensure that either A) the user cannot access the page more than once or B) you have logic in place to make sure the transaction is only sent once. The biggest issues I’ve seen are when this receipt page is automatically emailed to the customer, with the ability for them to return as frequently as they please, each time sending a duplicate transaction.
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Campaign Tracking with a Dynamic Source

Where-do-you-come-fromDo you want to track your press releases or distributed content (widgets, infographics, embedded content, etc.)? I’m going to show you a much better way to do that with campaign tracking in Google Analytics.

I was recently asked a question by an attendee to our Google Analytics training in Los Angeles about using campaign tracking in Google Analytics:

We distribute press releases that get distributed and posted on various websites.  I want to be able to track any traffic generated by those pickups as part of a campaign, but also know from which sites the traffic is coming.  What happens is I simply leave utm_source out?

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Universal Analytics Upgrade One-Pager For Decision-Makers

For this post, we wanted to take a step back and describe the Universal Analytics upgrade process in very simple terms. What is it, and why should you care? If your company is struggling with any of these common questions, feel free to download this one-pager and share with your company to help understand the benefits of upgrading to Universal Analytics!

Universal-Upgrade-One-Pager

Read on for more information and the full text of the one-pager!  (more…)

One Goal, Many Values with Lookup Tables in Google Tag Manager

Google Analytics Events + GTM Lookup Tables = Super Groovy Goal Values!

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Here’s a familiar refrain: Need KPIs? Assign goal values to your non-ecommerce goals in Google Analytics – for example, calculate the average value of a lead and enter that as the goal value.

And a less-familiar verse: Should you settle for the average value? Not if the actual values vary widely. Distributions matter!

Suppose you have one lead form for many types of leads. The user might request info about option A, a potential sale worth nearly twice as much as option B, and five times as much as option C. And what about options D, E, F, and so on?

New verse: You don’t have to give them all the same goal value. And you don’t have to create multiple goals to give them each a different value.

Send different event values to Google Analytics for each type of lead with a lookup table in Google Tag Manager. And then set the event value as the goal value in the Google Analytics interface.

You say your goal is based on the thank-you page URL and not an event? No problem. Fire an event when the user reaches the thank-you page and use that event to define the goal instead.

Follow these four steps to add more meaningful values and make your goal data rock.

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Long Page URLs in Internet Explorer Cause Missing Pageviews, Transactions in Google Analytics

While LunaMetrics.com is known best for our blog content, the vast majority of our time goes towards helping clients with Google Analytics implementation. Our clients often come to us with some form of existing Google Analytics, and it’s our job to sift through the data to make sure everything is being collected correctly. For a website with eCommerce, this involves comparing data from GA to a back-end sales system to make sure everything matches. We’ve found many strange and buggy scenarios, but one in particular stands out as a particularly difficult challenge.

The Longest Place NameIn the scenario below, a client’s website appended an internal key as a query parameter to transaction pages to help with their processing. These keys were huge and the page URLs would sometimes hit 1400 or 1500 characters. When a hit gets sent to Google Analytics, all of the details about the page and the visitor are combined together into one long image request which gets sent to their server. However, Internet Explorer, and more specifically, Internet Explorer 9, imposes a cap on the length of these requests. Because the page URLs were so long, some hits to Google were just failing at the browser level and never made their way to GA.

Continue reading for a “chart review” of how we diagnosed the issue, and then further on for steps on how to fix this for yourself!

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Tracking Clicks Using Custom Data Attributes, Google Tag Manager, and Google Analytics

Let's Go Pens

Let’s Go Pens!

By setting up some simple Macros, Rules and Tags in Google Tag Manager you can track anything you want on your site as an Event or Virtual Pageview by simply adding Custom Data Attributes to the on-page HTML elements, rather than adding additional Google Analytics tracking code to your website. This has several benefits:

  1. You keep all your tracking code in a single location, Google Tag Manager. Rather than have tracking code all over various pages and templates, now all your actual tracking is in one location.
  2. Your analytics become fuller with more insight. No other method lets you as easily track external links, downloads, or events on your site. Documents which before were untracked, now can be quickly tracked with various specific dimensions for much greater insight.
  3. Your site tracking becomes less prone to technical errors. Rather than 100 lines of tracking code all over the place, or even on specific links, now your actual tracking code is in one place and less likely to do something horrible like break your entire visitor session.
  4. You can easily add additional tracking in the future. By following the rules below you can almost immediately and easily track anything on your website that is clicked.

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Creative Tag Manager – Ads, Promotions, and Visitor Messaging

Google Tag Manager AdLet’s get creative with Google Tag Manager! Google Tag Manager has changed the way we implement Google Analytics here at LunaMetrics, making it easier to track pageviews, events, you name it. It’s excellent for adding marketing tags for Adwords or conversion tracking for any service you need. But many people gloss over the fact that GTM can deliver really any code that you want to your site. This includes HTML, CSS, and Javascript!

So let’s think outside of the Analytics box and talk about using GTM to add content to your site, specifically:

  • breaking news strips
  • fly-in promotion
  • expandable in-line messages

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8 Reasons to Start Using Google Tag Manager Now

With Universal Analytics out of beta (finally), many of us will begin making the transition from traditional Google Analytics. But not everyone realizes that this is also a great opportunity to implement Google Tag Manager while making the upgrade.  Implementing GTM is a straight-forward process and the capabilities are endless. In case you (or someone you know) need some convincing, or if you have just been delaying, this article quickly summarizes 8 reasons why you should be using Google Tag Manager now.

 

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