Implementing Analytics Tools

Google Analytics & Google Tag Manager

Google Analytics

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

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