Universal Analytics

1. Universal Analytics & Google Tag Manager

2. About @analyticsninja Loves working with fun businesses

3. Goals of this presentation • Discuss the benefits of Universal Analytics and Google Tag Manager • Provide a general overview and training for how to use GTM, especially for UA implementations • Tactical implementation examples and how to use the resulting data

4. THANK YOU

5. Caleb Whitmore Sam Briesemeister

6. Benefits Of Universal Analytics • Custom Dimensions and Custom Metrics • Much better reportingthat ismore accessible across organizations, 20 vs 5 CVs for GA Standard. • Measurement Protocol • Offline conversions FTW! • GA’s First Attempt at Visitor Stitching • From what I can ascertain, still lots of room for improvement. Also, still not out of closed beta. • Many Settings Configured on the Backend • Less likely to cause problems due to coding fails

7. Still Missing… • Demographics • Remarketing • Most 3rd party plugins are stuck in _gaq land • Content Experiments • Not a huge loss

9. Use Case: Teams in US West Coast, Europe, Australia, Israel

10. Surprise Client with Reason to Personalize

11. Surprise Client with Reason to Personalize

12. http://www.simoahava.com/web-development/universal-analytics-weather-custom-dimension/http://www.simoahava.com/web-development/universal-analytics-weather-custom-dimension/

13. Basic Intro to GTM • Tags pixels or javascript • Rules cause tags to fire • URLs / hostnames / referrers • Values or Conditions present in Macro • Macros values • Events  trigger rules to execute if conditions are not already present to fire tag when GTM loads.

14. Rules

15. Rules

16. Rules

17. Sample Universal Analytics Tags

18. Sample Universal Analytics Macros

19. Sample Universal Analytics Macros

20. Inside the Universal Analytics Tag

21. Tagging using helper file vs. multiple tags / rules

22. Quickly extend implementation

24. Data Layer

25. Sample Data Layer for Publishers Content Level User Level User Logged In State Newsletter Subscriber Registration Date First Visit Date # of Weekly Visits • Article publish date • Article publish hour • Author • Topics / Tags • Article Category • Sub Category • Free or Restricted Content

26. # Of Weekly Visitsdev.analyticsninja.co/periodic_visit.js

27. # Of Weekly Visitsdev.analyticsninja.co/periodic_visit.js

28. Date of First VisitTableau viz via @calebwhitmore

29. Accessing Restricted Content

32. Create Segments to compare Conversion Rates of users who took specific action

33. Smart Data Layer => Smart Decisions

34. Smart Data Layer => Smart Decisions

35. Smart Data Layer => Smart Decisions

36. Course Technology > Course Name

37. Smart Data Layer => Smart Decisions

38. Sample Data Layer for Ecommerce Product Level User Level Registered User First Visit Date First Purchase Date Count of Purchase Days Since Previous Purchase User registration date User Gender Business Name (B2B) Business Vertical (B2B) • Page Type • Product Category • Product Sub Category (etc) • Product Brand • Product Name • Product SKU • Product Price • Product Gender (if relevant) • Product Promo / Discount

39. All custom dimensions require admin setup

40. Smart Data Layer => Smart DecisionsPage Category Page value, assuming properly configured ecommerce and goal values, is an excellent index to use when looking to analyze page level dimensions .

41. Smart Data Layer => Smart DecisionsProduct Category

42. Smart Data Layer => Smart DecisionsProduct Category

43. Smart Data Layer => Smart DecisionsProduct Category

44. Smart Data Layer => Smart DecisionsProduct Name

45. Smart Data Layer => Smart DecisionsProduct Name  Product Promotion

46. Smart Data Layer => Smart Decisions“Real” Page Value

48. Divide Unique Purchasesby Unique Purchases

49. Explore Profit Metrics in GA

50. Smart Data Layer => Smart Decisions“Real” Page Value = Profit per Unique PV