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Search Marketing Tweaks

For Google Analytics and Google Tag Manager

SMX München - 20 March 2018
@SimoAhava from @ReaktorNow
Search Marketing Tweaks

For Google Analytics and Google Tag Manager

SMX München - 20 March 2018
@SimoAhava from @ReaktorNow
Simo Ahava
Senior Data Advocate, Reaktor
Google Developer Expert, Google Analytics
Blogger, developer, www.simoahava.com
Twitter-er, @SimoAhava
Google+:er, +SimoAhava
@SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Why measure content?
@SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Why measure content?
Bounce Rate and Time On Page are enough, right? Right? Hello?
To celebrate successTo learn from mistakes
To celebrate successTo plan ahead
To celebrate success
The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
Page visibility Content visibility
The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
Click Scroll Keypress Long press Drag Resize Highlight Copy
The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
SERP bounce Idle time Active time Read time
The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
Mailing list Favorite Print Comment Share
The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
$
Followers More RPU Recruitment Better rankings
The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
$
Buzz Feedback Session rec. Heatmaps Polls
The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
$
The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
$
@SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Why customize?
@SimoAhava from @ReaktorNow | #SMX | 20 March 2018
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 the 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 the 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 the 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 the 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 the 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 the 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 the 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 the 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 the 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 the 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 the 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 the 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!
All metrics and dimensions used by
a platform subscribe to the
definitions of said platform!
sessionized
@SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Google Tag Manager
@SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Google Tag Manager
The best only way to deploy Google Analytics tracking.
Google Tag Manager
Lets you create and deploy tracking

and measurement scripts with ease.
Google Tag Manager
Lets you create and deploy tracking

and measurement scripts with ease.
Facilitates interaction between various

departments within your organization.
Google Tag Manager
Lets you create and deploy tracking

and measurement scripts with ease.
Facilitates interaction between various

departments within your organization.
Allows you to focus your time on analysis

rather than implementation.
Google Tag Manager
https://analyticsacademy.withgoogle.com/course/5
@SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Tricks and methods
@SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Tricks and methods
…for search marketing via Google Tag Manager…
WHY?
WHY?
Scroll% & Read%
WHY?
SERP Bounce Time
WHY?
Article performance
WHY?
Content Funnel
#1: Track (relevant) link clicks
https://goo.gl/CBmmZt
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH
Trigger
a:not([href*="mydomain.com"])
Clicks on links that do not redirect to a page on mydomain.com.
a[href$=".pdf"]
Clicks on links that end with ".pdf".
a[href^="mailto:"]
Clicks on links that start with "mailto:".
a[href*="#"]
Clicks on links that jump to page anchors.
10 Useful CSS Selectors: https://goo.gl/JXv7u6
#2: Track (relevant) other clicks
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH
Trigger
10 Useful CSS Selectors: https://goo.gl/JXv7u6
#3: Track scroll depth
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH
https://goo.gl/RjiAH1
Trigger
WORKS BEST WHEN:
-- All content is included in the HTML file (no dynamic
content)

-- No single-page transitions

-- Content fills (most of) the page from top-to-bottom
See also https://goo.gl/9XrPtQ for tips on how to customize the trigger!
#4: Track element visibility
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH
https://goo.gl/NTkTqK
Trigger
Trigger
#5: Track structured data as content attributes
https://goo.gl/NTkTqK
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH
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
#6: Track article attributes as content groups
https://goo.gl/NTkTqK
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH
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
Find your happy place. Rant ahead.
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 Custom

Dimensions (200 for Premium…)"
https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets
There is a maximum of 20 Custom

Dimensions (200 for Premium…)"
https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets
There is a maximum of 20 Custom

Dimensions (200 for Premium…)"
https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets
There is a maximum of 20 Custom

Dimensions (200 for Premium…)"
sigh* *
#7: Measure SERP bounce time
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH
https://goo.gl/Wn16xD
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
#8: Measure content interactive time
https://goo.gl/6HciRy
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH
Average engagement = Time when user is actively interacting with the page (keyboard and mouse)
Average engagement = Time when user is actively interacting with the page (keyboard and mouse)
= 8 x
= 6 x
= 5 x
= 5 x
= 6 x
= 6 x
= 5 x
= 3 x
= 6 x
= 6 x
<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
Average engagement = Time when user is actively interacting with the page (keyboard and mouse)
Average engagement = Time when user is actively interacting with the page (keyboard and mouse)
= 8 x
= 6 x
= 5 x
= 5 x
= 6 x
= 6 x
= 5 x
= 3 x
= 6 x
= 6 x
#9: Track content as Ecommerce
https://goo.gl/EiuayM
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH
#9: Track content as Ecommerce
https://goo.gl/EiuayM
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH
Impressions: Element Visibility
Product Detail View: Article opened
Add To Cart: Initial scroll
Checkout: Scroll depth 33%, 66%, 100%
}
}
}
Step 1
Step 2
Step 3
Purchase: Scroll depth 100% and 1 minute engagement
Site engagement
Site engagement
Articles opened Articles scrolled Articles scrolled
past 33%
Articles "read"
Article engagement
Total words read
Article engagement
Total words read Avg. length of article
Article engagement
Total words read Avg. length of article Scroll-to-open %
Article engagement
Total words read Avg. length of article Scroll-to-open % Read-to-open %
Article engagement
@SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Data is difficult
@SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Data is difficult
Data quality is earned, not acquired.
simo.ahava@reaktor.com
www.simoahava.com
Twitter: @SimoAhava
Google+: +SimoAhava

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Google Tag Manager Tweaks and Customizations

  • 1. Search Marketing Tweaks
 For Google Analytics and Google Tag Manager
 SMX München - 20 March 2018 @SimoAhava from @ReaktorNow
  • 2. Search Marketing Tweaks
 For Google Analytics and Google Tag Manager
 SMX München - 20 March 2018 @SimoAhava from @ReaktorNow
  • 3. Simo Ahava Senior Data Advocate, Reaktor Google Developer Expert, Google Analytics Blogger, developer, www.simoahava.com Twitter-er, @SimoAhava Google+:er, +SimoAhava
  • 4. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Why measure content?
  • 5. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Why measure content? Bounce Rate and Time On Page are enough, right? Right? Hello?
  • 6. To celebrate successTo learn from mistakes
  • 9. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative
  • 10. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative Page visibility Content visibility
  • 11. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative I love you Click Scroll Keypress Long press Drag Resize Highlight Copy
  • 12. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative I love you SERP bounce Idle time Active time Read time
  • 13. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative I love you Mailing list Favorite Print Comment Share
  • 14. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative I love you $ Followers More RPU Recruitment Better rankings
  • 15. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative I love you $ Buzz Feedback Session rec. Heatmaps Polls
  • 16. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative I love you $
  • 17. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative I love you $
  • 18. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Why customize?
  • 19. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Why customize? Google Analytics is GREAT out-of-the-box, right?
  • 20.
  • 25. Google Analytics Session Group of interactions that takes place on a website
  • 26. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity…
  • 27. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of the day…
  • 28. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of the day… Or when acquisition campaign changes…
  • 29. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of the day… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
  • 30. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of the 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…
  • 31. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of the 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…
  • 32. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of the 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…
  • 33. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of the 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…
  • 34. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of the 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…
  • 35. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of the 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…
  • 36. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of the 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!
  • 37. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of the 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?
  • 38. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of the 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!?
  • 39. @SimoAhava from @ReaktorNow | #2015ac | 8–11
  • 40. @SimoAhava from @ReaktorNow | #2015ac | 8–11 X
  • 41. All metrics and dimensions used by a platform subscribe to the definitions of said platform!
  • 42. All metrics and dimensions used by a platform subscribe to the definitions of said platform! sessionized
  • 43. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Google Tag Manager
  • 44. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Google Tag Manager The best only way to deploy Google Analytics tracking.
  • 45.
  • 46. Google Tag Manager Lets you create and deploy tracking
 and measurement scripts with ease.
  • 47. Google Tag Manager Lets you create and deploy tracking
 and measurement scripts with ease. Facilitates interaction between various
 departments within your organization.
  • 48. Google Tag Manager Lets you create and deploy tracking
 and measurement scripts with ease. Facilitates interaction between various
 departments within your organization. Allows you to focus your time on analysis
 rather than implementation.
  • 50. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Tricks and methods
  • 51. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Tricks and methods …for search marketing via Google Tag Manager…
  • 52. WHY?
  • 57. #1: Track (relevant) link clicks https://goo.gl/CBmmZt Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH
  • 59. a:not([href*="mydomain.com"]) Clicks on links that do not redirect to a page on mydomain.com. a[href$=".pdf"] Clicks on links that end with ".pdf". a[href^="mailto:"] Clicks on links that start with "mailto:". a[href*="#"] Clicks on links that jump to page anchors. 10 Useful CSS Selectors: https://goo.gl/JXv7u6
  • 60. #2: Track (relevant) other clicks Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH
  • 61. Trigger 10 Useful CSS Selectors: https://goo.gl/JXv7u6
  • 62. #3: Track scroll depth Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH https://goo.gl/RjiAH1
  • 64. WORKS BEST WHEN: -- All content is included in the HTML file (no dynamic content)
 -- No single-page transitions
 -- Content fills (most of) the page from top-to-bottom See also https://goo.gl/9XrPtQ for tips on how to customize the trigger!
  • 65. #4: Track element visibility Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH https://goo.gl/NTkTqK
  • 68. #5: Track structured data as content attributes https://goo.gl/NTkTqK Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH
  • 69. function() { var jsonLd = document.querySelector('script[type*="ld+json"]'); return jsonLd ? JSON.parse(jsonLd.innerHTML) : {}; } Custom JS Variable 1: {{JSON-LD}}
  • 70. function() { return {{JSON-LD}}.author.name || undefined; } Custom JS Variable 2: {{JSON-LD - author.name}}
  • 71. function() { return {{JSON-LD}}.datePublished || undefined; } Custom JS Variable 3: {{JSON-LD - datePublished}}
  • 72. function() { return {{JSON-LD}}.headline || undefined; } Custom JS Variable 4: {{JSON-LD - headline}}
  • 74. Google Tag Manager - Page View Tag
  • 75. Google Analytics - Site Content - All Pages
  • 76. #6: Track article attributes as content groups https://goo.gl/NTkTqK Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH
  • 77. 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'; }
  • 78. 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'; }
  • 79. 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'; }
  • 81. Google Analytics - Site Content - All Pages
  • 82. Find your happy place. Rant ahead.
  • 92. https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets There is a maximum of 20 Custom
 Dimensions (200 for Premium…)" sigh* *
  • 93. #7: Measure SERP bounce time Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH https://goo.gl/Wn16xD
  • 94.
  • 96. Total SERP Bounces Average Dwell Time Before Bounce
  • 97. <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
  • 98. Triggers for the Custom HTML Tag + All Pages
  • 100. Trigger for the Event Tag
  • 101. Custom JS Variable: {{JS - SERP Time In Seconds}} function() { return {{DLV - timeToSerp}} < 1800000 ? {{DLV - timeToSerp}} / 1000 : undefined; }
  • 102. GA Admin -> Property Settings -> Custom Definitions -> Custom Metrics
  • 104. GA View Settings -> Calculated Metrics
  • 106.
  • 108. Total SERP Bounces Average Dwell Time Before Bounce
  • 109. #8: Measure content interactive time https://goo.gl/6HciRy Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH
  • 110. Average engagement = Time when user is actively interacting with the page (keyboard and mouse)
  • 111. Average engagement = Time when user is actively interacting with the page (keyboard and mouse) = 8 x = 6 x = 5 x = 5 x = 6 x = 6 x = 5 x = 3 x = 6 x = 6 x
  • 112. <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
  • 113. Trigger for the Custom HTML Tag
  • 115. Custom JS Variable: {{JS - Get Engagement Time In Seconds}} function() { return {{DLV - nonIdleTimeElapsed}} / 1000; }
  • 116. GA: New Custom Metric
  • 117. Trigger for the Event Tag
  • 120. GA: New Custom Report
  • 121. Average engagement = Time when user is actively interacting with the page (keyboard and mouse)
  • 122. Average engagement = Time when user is actively interacting with the page (keyboard and mouse) = 8 x = 6 x = 5 x = 5 x = 6 x = 6 x = 5 x = 3 x = 6 x = 6 x
  • 123. #9: Track content as Ecommerce https://goo.gl/EiuayM Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH
  • 124. #9: Track content as Ecommerce https://goo.gl/EiuayM Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH
  • 126. Product Detail View: Article opened
  • 127. Add To Cart: Initial scroll
  • 128. Checkout: Scroll depth 33%, 66%, 100% } } } Step 1 Step 2 Step 3
  • 129. Purchase: Scroll depth 100% and 1 minute engagement
  • 131. Site engagement Articles opened Articles scrolled Articles scrolled past 33% Articles "read"
  • 134. Total words read Avg. length of article Article engagement
  • 135. Total words read Avg. length of article Scroll-to-open % Article engagement
  • 136. Total words read Avg. length of article Scroll-to-open % Read-to-open % Article engagement
  • 137. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Data is difficult
  • 138. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Data is difficult Data quality is earned, not acquired.