search marketer's toolkit for google tag manager and google analytics

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SEARCH marketer’s toolkit Google Tag Manager & Google Analytics

Simo Ahava Senior Data Advocate

Simo AhavaSenior Data Advocate, Reaktor

Google Developer Expert, Google Analytics

Blogger, developer, www.simoahava.com

Twitter-er, @SimoAhava

Google+:er, +SimoAhava

@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016

Why customize?

@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016

Why customize?Google Analytics is GREAT out-of-the-box, right?

PAGEVIEWS

PAGEVIEWS

BOUNCE AND CONVERSION RATE

PAGEVIEWS

BOUNCE AND CONVERSION RATE

SESSIONS

Google Analytics Session

Google Analytics Session

Group of interactions that takes place on a website

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Unless it’s implemented incorrectly…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Unless you’re using Google Tag Manager…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…

There’s also the sessionControl parameter…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…

There’s also the sessionControl parameter…

Lets not forget mobile and single-page apps!

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…

There’s also the sessionControl parameter…

Lets not forget mobile and single-page apps!

Who knows what else happens server-side?

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…

There’s also the sessionControl parameter…

Lets not forget mobile and single-page apps!

Who knows what else happens server-side?

Cookies, localStorage, persistent data stores!?

@SimoAhava from @ReaktorNow | #2015ac | 8–11

@SimoAhava from @ReaktorNow | #2015ac | 8–11

X

All metrics and dimensions used by a platform subscribe to the definitions of said platform!

GPeC Summit 11-May-2015 | @SimoAhava

All metrics and dimensions used by a platform subscribe to the definitions of said platform!

GPeC Summit 11-May-2015 | @SimoAhava

sessionized

@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016

Google Tag Manager

@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016

Google Tag ManagerThe best only way to deploy Google Analytics tracking

Google Tag Manager

Lets you create and deploy trackingand measurement scripts with ease.

Google Tag Manager

Lets you create and deploy trackingand measurement scripts with ease.

Facilitates interaction between variousdepartments within your organization.

Google Tag Manager

Lets you create and deploy trackingand measurement scripts with ease.

Facilitates interaction between variousdepartments within your organization.

Allows you to focus your time on analysisrather than implementation.

Google Tag Manager

https://analyticsacademy.withgoogle.com/course/5

@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016

Tricks and methods

@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016

Tricks and methods…for search marketing via Google Tag Manager…

WHY?

WHY?

Scroll% & Read%

WHY?

SERP Bounce Time

WHY?

Content Funnel

WHY?

Article performance

#1: Inject Meta Data Dynamically Into The Page

http://goo.gl/PJmQuR

Custom HTML Tag

<script> (function() { // The NAME attribute of the meta tag: var name = 'description'; // The CONTENT attribute of the meta tag: var content = 'Simo Ahava\'s blog provides a unique, understandable, and relatable peek into the digital world.';

var m = document.createElement('meta'); m.name = name; m.content = content; document.head.appendChild(m); })();</script>

Page View Trigger

"Inject the Meta Tag during the page load sequence as soon as Google Tag Manager has loaded"

+ +

#2: Inject SERP Enrichments Into The Page

http://goo.gl/zbTZC9

<script type="application/ld+json">{ "@context": "http://schema.org", "@type": "WebSite", "url": "http://www.simoahava.com/", "potentialAction": { "@type": "SearchAction", "target": "http://www.simoahava.com/?s={search_term}", "query-input": "required name=search_term" } }</script>

Custom HTML Tag

Page View Trigger

"Inject the JSON-LD during the page load sequence as soon as Google Tag Manager has loaded"

https://developers.google.com/structured-data/

+ +

#3: Track Structured Data As Content Attributes

function() { var jsonLd = document.querySelector('script[type*="ld+json"]'); return jsonLd ? JSON.parse(jsonLd.innerHTML) : {};}

Custom JS Variable 1: {{JSON-LD}}

function() { return {{JSON-LD}}.author.name || undefined;}

Custom JS Variable 2: {{JSON-LD - author.name}}

function() { return {{JSON-LD}}.datePublished || undefined;}

Custom JS Variable 3: {{JSON-LD - datePublished}}

function() { return {{JSON-LD}}.headline || undefined;}

Custom JS Variable 4: {{JSON-LD - headline}}

Google Analytics View Settings

Google Tag Manager - Page View Tag

Google Analytics - Site Content - All Pages

#4: Article Attributes As Content Groups

http://goo.gl/uQi71z

Custom JS Variable: {{JS - Blog Images}}

function() { // Make sure the selector points to your content element var content = document.querySelector('.entry-content'); var imgs = content.querySelectorAll('img').length - 1; if (imgs>20) return '21+'; else if (imgs>15) return '16-20'; else if (imgs>10) return '11-15'; else if (imgs>7) return '8-10'; else if (imgs>5) return '6-7'; else if (imgs>3) return '4-5'; else if (imgs>1) return '2-3'; else if (imgs>0) return '1'; else return '0';}

Custom JS Variable: {{JS - Blog Length}}

function() { // Make sure the selector matches your content element var content = document.querySelector('.entry-content'); var wCount = 0; var cText = content.textContent || content.innerText; cText = cText.replace(/(^\s*)|(\s*$)/gi,''); cText = cText.replace(/[ ]{2,}/gi,' '); cText = cText.replace(/\n /,'\n'); wCount = cText.split(' ').length; if (wCount>3000) return '3k+'; else if (wCount>2500) return '2.5k-3k'; else if (wCount>2000) return '2k-2.5k'; else if (wCount>1500) return '1.5k-2k'; else if (wCount>1100) return '1.1k-1.5k'; else if (wCount>800) return '800-1.1k'; else if (wCount>500) return '500-800'; else if (wCount>200) return '200-500'; else return '<200';}

Custom JS Variable: {{JS - Blog Title Length}}

function() { var title = document.title; var wCount; title = title.replace(/(^\s*)|(\s*$)/gi,''); title = title.replace(/[ ]{2,}/gi,' '); wCount = title.split(' ').length; if (wCount>20) return '21+'; else if (wCount>16) return '17-20'; else if (wCount>12) return '13-16'; else if (wCount>10) return '11-12'; else if (wCount>8) return '9-10'; else if (wCount>6) return '7-8'; else if (wCount>4) return '5-6'; else if (wCount>2) return '3-4'; else return '<3';}

Page View Tag

Google Analytics - Site Content - All Pages

https://support.google.com/analytics/answer/2853423?hl=en

You can create up to five Content Groupings."

https://support.google.com/analytics/answer/2853423?hl=en

You can create up to five Content Groupings."

https://support.google.com/analytics/answer/2853423?hl=en

You can create up to five Content Groupings."

https://support.google.com/analytics/answer/2853423?hl=en

"W

You can create up to five Content Groupings.

https://support.google.com/analytics/answer/2853423?hl=en

"W T

You can create up to five Content Groupings.

https://support.google.com/analytics/answer/2853423?hl=en

"W T F

You can create up to five Content Groupings.

https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets

There is a maximum of 20 CustomDimensions (200 for Premium…)"

#5: Measure SERP Bounce Time

http://goo.gl/bnS5Xz

Total SERP Bounces

Total SERP Bounces

Average Dwell Time Before Bounce

<script> (function() { var s = document.location.search; var h = document.location.hash; var e = {{Event}}; var n = {{New History Fragment}}; var o = {{Old History Fragment}}; // Only run if the History API is supported if (window.history) {

// Create a new history state if the user lands from Google's SERP if (e === 'gtm.js' && document.referrer.indexOf('www.google.') > -1 && s.indexOf('gclid') === -1 && s.indexOf('utm_') === -1 && h !== '#gref') { window.oldFragment = false; window.history.pushState(null,null,'#gref'); } else if (e === 'gtm.js') { window.oldFragment = true; }

// When the user tries to return to the SERP using browser back, fire the // Google Analytics timing event, and after it's dispatched, manually // navigate to the previous history entry, i.e. the SERP if (e === 'gtm.historyChange' && n === '' && o === 'gref') { var time = new Date().getTime() - {{DLV - gtm.start}}; if (!window.oldFragment) { dataLayer.push({ 'event' : 'returnToSerp', 'timeToSerp' : time, 'eventCallback' : function() { window.history.go(-1); } }); } else { window.history.go(-1); } } } })();</script>

Custom HTML Tag

Triggers for the Custom HTML Tag

+ All Pages

Data Layer Variables

Trigger for the Event Tag

Custom JS Variable: {{JS - SERP Time In Seconds}}

function() { return {{DLV - timeToSerp}} < 1800000 ? {{DLV - timeToSerp}} / 1000 : undefined;}

GA Admin -> Property Settings -> Custom Definitions -> Custom Metrics

Event Tag

GA View Settings -> Calculated Metrics

Custom Report

Total SERP Bounces

Total SERP Bounces

Average Dwell Time Before Bounce

#6: Track Content Engagement

http://goo.gl/M2pqgV

x5x10x7x7x8x8x9

Interactive Time = Time when user is actively interacting with the page (keyboard and mouse)

<script> (function() { var startEngage = new Date().getTime(); var timeEngaged = 0; var idleTime = 0; var idle = true; var idleReport = false; var idleTimer, reportTimer; /* Set the user as idle, and calculate the time they were non-idle */ var setIdle = function() { idleTime = new Date().getTime(); timeEngaged += idleTime - startEngage; idle = true; }; /* Reset the 5 second idle timer. If the user was idle, start the non-idle timer */ var pulse = function(evt) { if (idle) { idle = false; startEngage = new Date().getTime(); idleReport = false; } window.clearTimeout(idleTimer); idleTimer = window.setTimeout(setIdle, 5000); }; // Utility function for attaching listeners to the window var addListener = function(evt, cb) { if (window.addEventListener) { window.addEventListener(evt, cb); } else if (window.attachEvent) { window.attachEvent('on' + evt, cb); } }; /* Push an event to dataLayer every 15 seconds unless the user is idle. Also, push an event when the user leaves the page */ var report = function(evt) { if (!idle) { timeEngaged += new Date().getTime() - startEngage; } // Push the payload to dataLayer, and only push valid time values if (!idleReport && timeEngaged > 0 && timeEngaged < 3600000) { window.dataLayer.push({ 'event' : 'nonIdle', 'nonIdleTimeElapsed' : timeEngaged }); } if (idle) { idleReport = true; } // Fix possible beforeunload duplication problem if (evt && evt.type === 'beforeunload') { window.removeEventListener('beforeunload', report); } timeEngaged = 0; startEngage = new Date().getTime(); reportTimer = window.setTimeout(report, 15000); }; addListener('mousedown', pulse); addListener('keydown', pulse); addListener('scroll', pulse); addListener('mousemove', pulse); addListener('beforeunload', report); idleTimer = window.setTimeout(setIdle, 5000); reportTimer = window.setTimeout(report, 15000); })();</script>

Custom HTML Tag

Trigger for the Custom HTML Tag

Data Layer Variable

Custom JS Variable: {{JS - Get Engagement Time In Seconds}}

function() { return {{DLV - nonIdleTimeElapsed}} / 1000;}

GA: New Custom Metric

Trigger for the Event Tag

Event Tag

GA: New Calculated Metric

GA: New Custom Report

x5x10x7x7x8x8x9

Interactive Time = Time when user is actively interacting with the page (keyboard and mouse)

#7: Track Content As Ecommerce

http://goo.gl/mUfazN

@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016

Data is difficult

@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016

Data is difficultData quality is earned, not acquired

simo.ahava@reaktor.com

www.simoahava.comTwitter: @SimoAhava

Google+: +SimoAhava