Digital Marketing Analytics Know How Pitch. In this presentation we go through the analytics framework for effective and valuable digital marketing insights, as well as we show case the tools and technologies that can enable digital analytics in marketing contexts. Slides: - Introduction to web analytics in digital marketing - Analytics Process - Digital Marketing Analytics History - Analytics Operations - Google Analytics 4 Sunset and Migration - Analytics Events - Main analytics providers - Analytics integration through data layer and Google Tag Manager as a tag management system - Benefits of tag management systems - Other Google Products Native Integrations - Analytics project roadmap - KPI mapping example

3. Having even the best website
ever made without analytics, is
like placing a lonely sign in the
desert while we are uncertain
that there will be a circulating
traffic

4. Surveys Interviews
Web
Analytics
Usability
Testing
Quantitative Qualitative
Behavioral
Attitudinal
300 Bricks
220 Blue
80 Yellow
25%
Dark
75%
Light
Small
Big

5. 1)
Define
KPIs
2) Track
Events
3)
Analyze
Metrics
4) Take
Actions
• Visit Volume
• Engagements
• Leads
• Conversions
• Channels
• Countries
• Devices
• Page Views
• Product
Impressions
• Inbounds
• Outbounds
• Purchases
• Submits
• Events
• Performances
• Attribution
• Seasonality
• Merchandise
• Funnels
• Monetization
• Geo, Tech..
• Data Driven
Decisions
• Governance
• Marketing
Automation
• CRM Integration

6. 1990
World Wide
Web was
born
1993
Log Files
Launched
1996
First HIT
Counter
1997
JavaScript
Tagging
2004
WA
Association
2005
Google
Analytics
2011
Mobile
Tracking
2014
User Centric
Analytics
2020
Google
Analytics 4
2022
Google Analytics 3
Rolloff in 2023

8. Technology choice should
be coherent and
compatible with adopted
tech. stack.
87% of most popular 1000
websites use Google
Analytics.
Analytics tools are empty
boxes, to fill them up it is
necessary to implement:
• Data layer
• Tag management
system
• Console configuration
Use final Analytics data
through:
• Analytics Console
• Suite products
(Google Ads, Search
Console, Data Studio)
• 3rd Party Integrations

9. Google Analytics 3 will be
deprecated on July 1 2023.
It is necessary to migrate to Google
Analytics 4 soon to ensure a
significant period of data availability.

12. TAG1
TAG2
TAG3
…
Gestione centralizzata
Website Data Layer
Google
Analytics
Tag Management System
MarTech & AdTech

13. • Limits IT and website
Interventions
• Quick & in Real Time
Actions
• Scalable & Flexible
• Centralizes Operations
• Monitoring &
Governance
• Reduces Risks
A tag management system is a
unique container that hosts and
triggers of marketing tags
(Facebook, Google Ads, Criteo,
DoubleClick etc..) and analytics
collection tags (Google Analytics,
Adobe Analytics etc..)
GTM

15. 1
Induction KPI Definition Implementation
Documentation
Execution
QA
Fine Tuning
Go Live Reporting Governance &
Support
2 3
4
5
6
7 8 9

16. Natie KPIs
Product Clicks
Scroll rate > 90%
Site search
Engaged sessions
#Engagement
#Soft Conversions
#Channels
Form Submit
Add to wishlist
Search for store
Organic & Direct
CRM Campaign
Ads Search
Pproduct Impression
Remove from cart
Notify me
Subscribe to newsletter
#Hard Conversions Check out
Register
Activate subscription
Social Media
Display
Affiliate
Menu Clicks
CTA Click
Product SKU
Product Variant
Actual price
Product Format
Product Name
Discount %
In stock
Product Category
#Product Attributes
Transaction ID
Payment Method
Shipping Country
Promotion Coupon
Cart ID
Shipping Type
Logged/Not Logged
User ID
#Cart & Checkout
Currency
Add to cart
Page Type
Store Name
Store City
Shipping Country
Store Address
Page Name
Shipping Type
Logged/Not Logged
User ID
#Page Details
Store Details
Page URL
Implemented KPI
New KPI
Event Name
Keyword
Form Type
Shipping Details