Implementing Analytics Tools
Google Analytics & Google Tag Manager
Setting up Google Analytics should not just be copy/pasting the UA code into a WordPress Plugin.
Here are some of the activities that need to happen:
- Create a minimum of 3 views (Raw, Staging, Production)
- Setup filters to normalize your data (lowercase events and campaign values at a bare minimum)
- Create meaningful goals and funnels where applicable
- Modify channel grouping to accommodate custom UTM tracking
- Enable enhanced eCommerce & setup checkout steps
- Turn on custom alerts if sh*t hits the fan
Google Tag Manager
All the magic is going to happen in Google Tag Manager, so don’t just create an “All Pageviews” trigger and call it a day.
Here is what we usually do:
- Enable cross domain tracking
- Setup enhanced eCommerce via dataLayer
- Make sure you are GDPR/CCPA compliant by ensuring all tags are firing at appropriate times
- Use templates from the community to insert various media pixels, including Facebook.
- Tag important conversion opportunities with events; such as your visitors downloading a PDF, clicking on the phone number button, playing a video, filling out a form and so much more. These events are great to use as goals in Google Analytics