Track EverythingBecause what you don’t know can’t help

you

Who is this guy?Jeff Siebach

Director of Search Engine Marketing at Local Search Masters

23 years of experience being a nerd (3 professionally)

In 40 minutes you’ll be an expert on:

Universal AnalyticsWhat’s new with UAHow to implement UA on your siteHow to unlock additional reporting features of UA

Google Tag ManagerWhat it is and why it rocksHow to implement GTM on your siteHow to use GTM to track everything.

Resources, Citations, and Slides

Everything from today’s presentation will be available at:

www.localsearchmasters.com/podcamp

What you can track (besides everything)Website traffic

Cross-domain traffic

Cross-device traffic

Demographic information

Form submissions (contact, signup, …)

E-commerce transactions

Social Interactions

Different links to the same page

Clicks

What you can’t track through UA/GTM alone

Phone call sources (requires additional service)

Traffic on other people’s websites

Universal Analytics

More Features, Better Insights

Connect sessions across devices

Organic/Referral exclusionsTreat branded traffic as direct even with (not provided)

Upgrading to Universal

Upgrading to Universal

Upgrading to Universal

Upgrading to Universal

Upgrading to Universal

Enabling Demographic Reports

Enabling Demographic Reports

Demographic Reports

Advanced FeaturesUser ID tracking – track users across devices

Organic Exclusions – count organic traffic from branded keywords as direct traffic

Referral Exclusions – don’t count referrals from your own site

Resources to implement advanced features can be found at www.localsearchmasters.com/podcamp

Google Tag Assistant (Chrome Add-on)

Check if your tags are working

Google Tag Manager

Because what you don’t know can’t help you

Leave the IT guys out of it

Measure your website marketing goals without coding

Automatically enable advanced Google Analytics features

Manage multiple websites from one place

Do any of these sound like you?

You don’t have access to your site code to make changes

Your site is split across 2 domains (eg. a shopping cart or an external blog)

You manage many websites

You aren’t tracking the value of e-commerce transactions on your site

Example tagsGoogle Analytics

Example tagsAdWords Conversion Tracking

Example tagsWebmaster Tools

Example tagsEvent tracking

Example tagsCross-domain tracking

Example tags

Adding Google Tag Manager

Create a container

Add your Google Analytics tag

Publish the container

Swap legacy Analytics code for GTM code

GTM DemoAdding Analytics

Adding Remarketing/Conversion code

Tracking Links/Forms

Using Macros

External linkswww.othersite.com?aff=123

www.facebook.com/yoursite

mailto:jeff@localsearchmasters.com

tel:703-969-5392

Form/Link tracking

Goals in AnalyticsAdmin > View > Goals > Add New Goal