SearchLeeds 2018 - Emma Barnes - Branded3 - Analytics Tracking: or how I learned to stop worrying and love Google Tag Manager

@ejbarnes89#SearchLeeds
Analytics Tracking: or how I learned
to stop worrying and love Google
Tag Manager
E M M A B A R N E S @ E J B A R N E S 8 9

Me IRL
I’m Emma, I like graphs.
And drawing at networking events.

😍
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🤔
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Google
Analytics Out
of the Box
Pages
Device
New or
Returning
Country
Language
Browser
Page
Speed
ISP
Operating
System
Source

Cool
Tracking
Ideas
Clicks
Form
Submissions
Video Plays
Timers
Blog AuthorsCall Tracking
Internal Site
Search
404 tracking
Cookie
Acceptation

Who has been at the back of a long
developer queue before?
R A I S E Y O U R H A N D

@ejbarnes89#SearchLeeds http://invisiblebread.com/2016/12/do-it/

Encourage you to step out of your
GTM comfort zone
M I S S I O N

Pageview Tracking
This is easy

Pageview Tracking
Unless you want to make it more difficult/effective

IANAL
( I A M N O T A L A W Y E R : T H E A C R O N Y M I S F U N N Y )
Plus, I really wanted a picture of Phoenix Wright

I’m sorry but,

I’m sorry but,
I’ve got to talk about GDPR

Just a little bit
Fine, I wanted 3 pictures
I’m sorry but,
I’ve got to talk about GDPR

You *may* need to amend your triggers so they
only fire if relevant cookies have been accepted
I don’t know how you’re handling cookies internally

Example: CookieBot
https://www.tagmanageritalia.it/how-to-fix-cookiebot-official-guide-and-protect-yourself-from-gdpr/

OK that’s done now

Creating an event tracking tag
M I S S I O N S T A R T

Basic process for event tagging
Source: comScore
What do you
want to
measure?
When should
it trigger?
What data
should it pull
in
Make tag Debug Fire

More realistic process for event tagging
Want to pull stats
Stats don’t exist
Decide you need
event tracking
Create event tracking
plan
What do you want to
measure?
When should it
trigger?
What data should it
pull in
Rewrite tagging brief
until data structure
makes sense
Make tag
Forget to add
variable, go and add
Add trigger
Debug
Tag does not work
how you want
Cry
Pull hair
“Why didn’t I just get
a dev to do this”
Persist
Figure out what was
wrong with trigger
Debug again
Fire!!

Make variables to collect data you need
Source: comScore
Me telling GTM to grab the Hostname (domain name)of the clicked
URL every time a click on a link happens

Then create triggers that tell GTM when to
send that data to GA*
Source: comScore
*This may or may not include “Cookie Accepted” data IANAL

Create the tag that gives GA data when
specified conditions are met
Me telling GA if an external link was clicked, and which domain name was clicked

The data looks like this
You’re seeing what the website someone then clicked on while visiting your website.

Here are some cool things you can do
M I S S I O N I N S P I R A T I O N

Who downloads files, clicks phone
numbers or email addresses?
M I S S I O N

What about Paid Search?
I S N ’ T T H I S “ S E A R C H L E E D S ”

Track clicks on .pdf, mailto:, tel:
Create a trigger that fires when the click URL matches whatever you want to track

Create an event tracking tag that fires with this condition

See your beautiful data about people who clicked certain URL types

Custom Dimension:
Local Time of Day
M I S S I O N

Split data to get local time of day
Create a Custom JS variable

Create Lookup table to label hours as office/lunch/non-office

Push to a custom dimension in your GA tag

Nice report that says what time of day we have highest conversion rate

Grabbing Author Data with Custom
Dimensions
M I S S I O N

Create a custom author dimension
I had to ask a developer very kindly to mark this up

Create a Data Layer variable

Add custom variable to your GA tag

Data showing that my blogs are the 2nd most popular :)

ONE YEAR EARLIER
S E A R C H L E E D S 2 0 1 7

Track if search results were found
Find the div that indicates whether results were found or not

Build a DOM Element variable that pulls info from that div

Build a lookup table that dictates which search results mean found or not found

Also create a variable that tracks the keyword that was used

Create tag to send data, create trigger to only fire on search results pages

Data showing if you can find results or not

Who clicks something very specific?
M I S S I O N

Track clicks on specific items
Make sure everything you want tracked is tagged up

This relies on the devs adding correct titles to every element

Send events to GA when items within a certain div are clicked on

Data showing which elements were interacted with

What about SEO?
I S N ’ T T H I S “ S E A R C H L E E D S ”

You can inject HTML/JavaScript if you
don’t have access to your client’s website
E.g. Schema MarkUp

For example you could implement
So many things!

Optimiser Beware
• An “OK” stepping stone while in a dev queue or with no other site access
• Google may consider this Cloaking
• Depends if it conflicts with current implementation
• Google may not see these tags at all
• Depends if you launch the tag early enough in the script
• Google doesn’t always render on first crawl
• “Google only checks canonicals on raw HTML” – Pedro Dias
• Not a future-proof/robust solution

Look at all these integrations!
Full Tag List: https://support.google.com/tagmanager/answer/6106924?hl=en

Or use custom HTML if integration doesn’t exist
Grrr Facebook

Create tag, input ID/HTML, add triggering page(s), done
e.g. AdWords Conversion Tracking

Final words
M I S S I O N D E B R I E F

https://www.branded3.com/blog/category/analytics/
https://www.branded3.com/blog/author/emma-barnes/
@ejbarnes89
emma.barnes@branded3.com

SearchLeeds 2018 - Emma Barnes - Branded3 - Analytics Tracking: or how I learned to stop worrying and love Google Tag Manager

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SearchLeeds 2018 - Emma Barnes - Branded3 - Analytics Tracking: or how I learned to stop worrying and love Google Tag Manager