How to Improve Engagement Tracking with Event Tracking

Better data enables better decision making, and it begins with how you track it – to provide more context to what’s already out there. Because by knowing more about the context, you’ll be better equipped and informed. When I’m interviewing prospective interns or senior roles for our marketing team and we get to questions about their knowledge of Google Analytics, I always ask them two questions to get a sense of their proficiency level: Have you worked with Advanced Segments Do you know how to use Event Tracking and can you explain how it works? To me, both are essential for getting a better sense of the data and the users on your site. With this post I’d like to explain the importance of Event Tracking and how we use
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Using Event Tagging for Form Field Tracking

Many, many websites have forms on them: Subscription forms, Contact forms, Sign-up forms, etc. Understanding how users to your site or app interact with your form, and how they are succeeding through the form, or dropping out of the form, is an important key performance indicator (KPI) for your business to track. There are a lot of tools out there that have a specific purpose for form field tracking, but why use a separate tool when you can do it well with one you are already using? Using Google Analytics Event Tracking is a great way to track form field interaction on your sites and to create fallout funnels to understand success or lack there of for your forms. The benefit of using a tool you already have is data
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Step by Step: Setting up an App + Web Event Tag in GTM

In my last post, I showed you how to setup the new Google Analytics: App + Web Configuration tag. In this post, I’ll show you how to setup the next piece of the puzzle, the Google Analytics: App + Web Event tag. You’ll use this tag to setup all of your suggested and custom events that don’t come out of the box with Enhanced Measurement (more info on that here). Step 1: Select “Google Analytics: App + Web Event” from the new tag configuration pane   After you’ve successfully setup your “Google Analytics: App + Web Configuration” tag (see my last post for step by step directions), the next thing to do is to setup your first “Google Analytics: App + Web Event” tag. To do so, select “New Tag”
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Step by Step: Outbound Link Tracking in Google Tag Manager

Following up on last week’s post on event tracking, I thought it would be a good idea to deep dive on outbound link tracking. Outbound link tracking is super easy to setup using Google Tag Manager and the insights you can gain by understanding the most common paths to leaving your website are definitely worth the minimal effort to implement. So, without further ado, here is a step by step guide to setting up outbound link tracking via Google Tag Manager. Before you being, be sure you’ve enabled the necessary pre-defined variables in Google Tag Manager. Step 1: Create a new tag in Google Tag Manger. – Select ‘Google Analytics’ as the tag and Universal Analytics as the tag type – Choose ‘Click’ for what triggers the tag to fire
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Events: Best Practices for Hierarchies and Naming Conventions

If you are looking to understand the actions that a user takes on your website, one of the best ways to do this is with event tracking. This can include (but not limited to): Link clicks (on site or outbound) Downloads (whitepaper, pdf, etc) Scrolling Load times In Google Analytics, event tracking is made up of 4 elements: Category, Action, Label, and Value. The awesome thing about this is that the hierarchy use cases are highly customizable so events are a very flexible way to report on user action. For larger websites/enterprises, I tend to track events in the following format, utilizing the category as a means of organizing actions based on site structure. Note that the ‘Value’ field is used to set a numerical value for an event, most
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Mixing Google Analytics Dimensions and Metrics

Following Krista’s excellent post on using secondary dimensions in Google Analytics, this post will explain the GA represents your data using its internal data model and why it’s important to understand this. You’ll see that certain combinations of metrics and dimensions don’t mean what you might think, and that some are actually completely invalid. We’ll cover examples of secondary dimensions and custom reports where seemingly sensible reports are invalid and how to spot and avoid these mistakes. Introduction We see the world through our eyes, we smell the world through our nose, we taste it in our mouths and we feel it in our finger-tips. We perceive the world using the same senses but, philosophically we have unique, individual perspectives when we think about the world and what it means
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Best Practice Solutions Guide: Implementing Google Analytics via Google Tag Manager

Towards the end of last year, I heard feedback from a few of our clients that there wasn’t a lot of good documentation on how to implement Google Analytics via Google Tag Manager. I felt this pain because I’d been in their shoes. For the previous couple of years I’d been on the practitioner side implementing GA via GTM and I knew exactly what they meant. So I decided to write a guide on how to implement a lot of common GA features via GTM from a practitioner viewpoint. I wanted to be sure to call out the gotchas and best practices that I’ve learned from good, ol’ fashion experience of doing this stuff myself. So today I’m really excited to share with you what I’ve been working on. We just
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Google Analytics Blog Guest Post – 3 Tips for In-house Practitioners

Working as a practitioner in-house at a technology company, one of my jobs is to teach my team members how to fish with Google Analytics. What should they be looking for in GA? Where do they start? What is meaningful? Are the campaigns being measured? Are the microsites tagged? These are the types of questions I get everyday, and very likely, you do too. In this guest post, I detail how I teach my internal practitioners to use the following 3 features: 1. Event Tracking 2. Advanced Segments 3. Shortcuts Visit the official Google Analytics Blog to see the full post!
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Analyzing Reports in the new App + Web Property

Now that we’ve had data coming in to our new App + Web property for some time, I’d like to deep-dive on a topic near and dear to any analyst’s heart: Reporting. Being able to map what we see in an A+W property back to something we know in Universal Google Analytics is important to help us as analysts make (or rather, smooth) the mental transition. To do that, I’ll look at a few common reports from Universal Google Analytics and A+W for the same time period to compare and contrast. Keep in mind, they are collecting data in different ways, so it’s reasonable to see a difference in numbers for things like Users and Sessions. Before we begin, I want to take a moment to define some of the
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