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Search Marketing Tweaks

For Google Analytics and Google Tag Manager

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

For Google Analytics and Google Tag Manager

SMX München - 20 March 2018
@SimoAhava from @Reaktor...
Simo Ahava
Senior Data Advocate, Reaktor
Google Developer Expert, Google Analytics
Blogger, developer, www.simoahava.com
T...
@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? Ri...
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 visi...
The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love yo...
The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love yo...
The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love yo...
The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love yo...
The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love yo...
The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love yo...
The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love yo...
@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…
...
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…
...
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…
...
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…
...
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…
...
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…
...
Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
...
@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 trackin...
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...
Google Tag Manager
Lets you create and deploy tracking

and measurement scripts with ease.
Facilitates interaction between...
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 li...
#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

-- Conte...
#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
...
function() {
var jsonLd = document.querySelector('script[type*="ld+json"]');
return jsonLd ? JSON.parse(jsonLd.innerHTML) ...
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
H...
Custom JS Variable: {{JS - Blog Images}}
function() {
// Make sure the selector points to your content element
var content...
Custom JS Variable: {{JS - Blog Length}}
function() {
// Make sure the selector matches your content element
var content =...
Custom JS Variable: {{JS - Blog Title Length}}
function() {
var title = document.title;
var wCount;
title = title.replace(...
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
...
https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets
There is a maximum of 20 Custom
...
https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets
There is a maximum of 20 Custom
...
https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets
There is a maximum of 20 Custom
...
#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 ...
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}...
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...
<script>
(function() {
var startEngage = new Date().getTime();
var timeEngaged = 0;
var idleTime = 0;
var idle = true;
var...
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...
#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
Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager
Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager
Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager
Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager
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Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 1 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 2 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 3 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 4 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 5 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 6 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 7 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 8 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 9 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 10 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 11 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 12 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 13 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 14 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 15 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 16 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 17 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 18 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 19 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 20 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 21 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 22 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 23 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 24 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 25 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 26 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 27 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 28 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 29 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 30 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 31 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 32 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 33 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 34 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 35 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 36 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 37 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 38 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 39 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 40 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 41 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 42 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 43 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 44 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 45 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 46 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 47 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 48 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 49 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 50 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 51 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 52 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 53 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 54 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 55 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 56 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 57 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 58 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 59 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 60 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 61 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 62 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 63 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 64 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 65 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 66 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 67 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 68 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 69 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 70 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 71 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 72 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 73 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 74 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 75 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 76 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 77 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 78 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 79 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 80 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 81 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 82 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 83 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 84 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 85 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 86 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 87 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 88 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 89 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 90 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 91 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 92 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 93 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 94 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 95 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 96 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 97 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 98 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 99 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 100 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 101 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 102 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 103 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 104 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 105 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 106 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 107 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 108 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 109 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 110 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 111 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 112 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 113 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 114 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 115 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 116 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 117 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 118 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 119 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 120 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 121 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 122 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 123 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 124 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 125 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 126 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 127 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 128 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 129 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 130 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 131 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 132 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 133 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 134 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 135 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 136 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 137 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 138 Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager Slide 139
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Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager

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Slides from my SMX Munich 2018 talk.

How to measure engagement with the web analytics tools at our disposal?

How to turn reports more meaningful for our particular organizational idiosyncracies and goals?

How to become more critical about the data that is spoon-fed to us by the default installations of our favorite tools?

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Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager

  1. 1. Search Marketing Tweaks
 For Google Analytics and Google Tag Manager
 SMX München - 20 March 2018 @SimoAhava from @ReaktorNow
  2. 2. Search Marketing Tweaks
 For Google Analytics and Google Tag Manager
 SMX München - 20 March 2018 @SimoAhava from @ReaktorNow
  3. 3. Simo Ahava Senior Data Advocate, Reaktor Google Developer Expert, Google Analytics Blogger, developer, www.simoahava.com Twitter-er, @SimoAhava Google+:er, +SimoAhava
  4. 4. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Why measure content?
  5. 5. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Why measure content? Bounce Rate and Time On Page are enough, right? Right? Hello?
  6. 6. To celebrate successTo learn from mistakes
  7. 7. To celebrate successTo plan ahead
  8. 8. To celebrate success
  9. 9. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative
  10. 10. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative Page visibility Content visibility
  11. 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. 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. 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. 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. 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. 16. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative I love you $
  17. 17. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative I love you $
  18. 18. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Why customize?
  19. 19. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Why customize? Google Analytics is GREAT out-of-the-box, right?
  20. 20. PAGEVIEWS
  21. 21. PAGEVIEWS BOUNCE AND CONVERSION RATE
  22. 22. PAGEVIEWS BOUNCE AND CONVERSION RATE SESSIONS
  23. 23. Google Analytics Session
  24. 24. Google Analytics Session Group of interactions that takes place on a website
  25. 25. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity…
  26. 26. 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…
  27. 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… Or when acquisition campaign changes…
  28. 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… Unless the referral is in the Referral Exclusion List…
  29. 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… Or traffic is cross-domain, and cross-domain tracking is implemented…
  30. 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… Unless it’s implemented incorrectly…
  31. 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… Which is likely since it’s so !#/%(“% difficult…
  32. 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… Unless you’re using Google Tag Manager…
  33. 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… Except if you’ve implemented THAT incorrectly…
  34. 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… There’s also the sessionControl parameter…
  35. 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… Lets not forget mobile and single-page apps!
  36. 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! Who knows what else happens server-side?
  37. 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? Cookies, localStorage, persistent data stores!?
  38. 38. @SimoAhava from @ReaktorNow | #2015ac | 8–11
  39. 39. @SimoAhava from @ReaktorNow | #2015ac | 8–11 X
  40. 40. All metrics and dimensions used by a platform subscribe to the definitions of said platform!
  41. 41. All metrics and dimensions used by a platform subscribe to the definitions of said platform! sessionized
  42. 42. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Google Tag Manager
  43. 43. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Google Tag Manager The best only way to deploy Google Analytics tracking.
  44. 44. Google Tag Manager Lets you create and deploy tracking
 and measurement scripts with ease.
  45. 45. Google Tag Manager Lets you create and deploy tracking
 and measurement scripts with ease. Facilitates interaction between various
 departments within your organization.
  46. 46. 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.
  47. 47. Google Tag Manager https://analyticsacademy.withgoogle.com/course/5
  48. 48. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Tricks and methods
  49. 49. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Tricks and methods …for search marketing via Google Tag Manager…
  50. 50. WHY?
  51. 51. WHY? Scroll% & Read%
  52. 52. WHY? SERP Bounce Time
  53. 53. WHY? Article performance
  54. 54. WHY? Content Funnel
  55. 55. #1: Track (relevant) link clicks https://goo.gl/CBmmZt Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH
  56. 56. Trigger
  57. 57. 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
  58. 58. #2: Track (relevant) other clicks Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH
  59. 59. Trigger 10 Useful CSS Selectors: https://goo.gl/JXv7u6
  60. 60. #3: Track scroll depth Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH https://goo.gl/RjiAH1
  61. 61. Trigger
  62. 62. 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!
  63. 63. #4: Track element visibility Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH https://goo.gl/NTkTqK
  64. 64. Trigger
  65. 65. Trigger
  66. 66. #5: Track structured data as content attributes https://goo.gl/NTkTqK Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH
  67. 67. function() { var jsonLd = document.querySelector('script[type*="ld+json"]'); return jsonLd ? JSON.parse(jsonLd.innerHTML) : {}; } Custom JS Variable 1: {{JSON-LD}}
  68. 68. function() { return {{JSON-LD}}.author.name || undefined; } Custom JS Variable 2: {{JSON-LD - author.name}}
  69. 69. function() { return {{JSON-LD}}.datePublished || undefined; } Custom JS Variable 3: {{JSON-LD - datePublished}}
  70. 70. function() { return {{JSON-LD}}.headline || undefined; } Custom JS Variable 4: {{JSON-LD - headline}}
  71. 71. Google Analytics View Settings
  72. 72. Google Tag Manager - Page View Tag
  73. 73. Google Analytics - Site Content - All Pages
  74. 74. #6: Track article attributes as content groups https://goo.gl/NTkTqK Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH
  75. 75. 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'; }
  76. 76. 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'; }
  77. 77. 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'; }
  78. 78. Page View Tag
  79. 79. Google Analytics - Site Content - All Pages
  80. 80. Find your happy place. Rant ahead.
  81. 81. https://support.google.com/analytics/answer/2853423?hl=en You can create up to five Content Groupings."
  82. 82. https://support.google.com/analytics/answer/2853423?hl=en You can create up to five Content Groupings."
  83. 83. https://support.google.com/analytics/answer/2853423?hl=en You can create up to five Content Groupings."
  84. 84. https://support.google.com/analytics/answer/2853423?hl=en " W You can create up to five Content Groupings.
  85. 85. https://support.google.com/analytics/answer/2853423?hl=en " W T You can create up to five Content Groupings.
  86. 86. https://support.google.com/analytics/answer/2853423?hl=en " W T F You can create up to five Content Groupings.
  87. 87. https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets There is a maximum of 20 Custom
 Dimensions (200 for Premium…)"
  88. 88. https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets There is a maximum of 20 Custom
 Dimensions (200 for Premium…)"
  89. 89. https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets There is a maximum of 20 Custom
 Dimensions (200 for Premium…)"
  90. 90. https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets There is a maximum of 20 Custom
 Dimensions (200 for Premium…)" sigh* *
  91. 91. #7: Measure SERP bounce time Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH https://goo.gl/Wn16xD
  92. 92. Total SERP Bounces
  93. 93. Total SERP Bounces Average Dwell Time Before Bounce
  94. 94. <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
  95. 95. Triggers for the Custom HTML Tag + All Pages
  96. 96. Data Layer Variables
  97. 97. Trigger for the Event Tag
  98. 98. Custom JS Variable: {{JS - SERP Time In Seconds}} function() { return {{DLV - timeToSerp}} < 1800000 ? {{DLV - timeToSerp}} / 1000 : undefined; }
  99. 99. GA Admin -> Property Settings -> Custom Definitions -> Custom Metrics
  100. 100. Event Tag
  101. 101. GA View Settings -> Calculated Metrics
  102. 102. Custom Report
  103. 103. Total SERP Bounces
  104. 104. Total SERP Bounces Average Dwell Time Before Bounce
  105. 105. #8: Measure content interactive time https://goo.gl/6HciRy Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH
  106. 106. Average engagement = Time when user is actively interacting with the page (keyboard and mouse)
  107. 107. 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
  108. 108. <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
  109. 109. Trigger for the Custom HTML Tag
  110. 110. Data Layer Variable
  111. 111. Custom JS Variable: {{JS - Get Engagement Time In Seconds}} function() { return {{DLV - nonIdleTimeElapsed}} / 1000; }
  112. 112. GA: New Custom Metric
  113. 113. Trigger for the Event Tag
  114. 114. Event Tag
  115. 115. GA: New Calculated Metric
  116. 116. GA: New Custom Report
  117. 117. Average engagement = Time when user is actively interacting with the page (keyboard and mouse)
  118. 118. 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
  119. 119. #9: Track content as Ecommerce https://goo.gl/EiuayM Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH
  120. 120. #9: Track content as Ecommerce https://goo.gl/EiuayM Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH
  121. 121. Impressions: Element Visibility
  122. 122. Product Detail View: Article opened
  123. 123. Add To Cart: Initial scroll
  124. 124. Checkout: Scroll depth 33%, 66%, 100% } } } Step 1 Step 2 Step 3
  125. 125. Purchase: Scroll depth 100% and 1 minute engagement
  126. 126. Site engagement
  127. 127. Site engagement Articles opened Articles scrolled Articles scrolled past 33% Articles "read"
  128. 128. Article engagement
  129. 129. Total words read Article engagement
  130. 130. Total words read Avg. length of article Article engagement
  131. 131. Total words read Avg. length of article Scroll-to-open % Article engagement
  132. 132. Total words read Avg. length of article Scroll-to-open % Read-to-open % Article engagement
  133. 133. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Data is difficult
  134. 134. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Data is difficult Data quality is earned, not acquired.
  135. 135. simo.ahava@reaktor.com www.simoahava.com Twitter: @SimoAhava Google+: +SimoAhava
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Slides from my SMX Munich 2018 talk. How to measure engagement with the web analytics tools at our disposal? How to turn reports more meaningful for our particular organizational idiosyncracies and goals? How to become more critical about the data that is spoon-fed to us by the default installations of our favorite tools?

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