Implementing Analytics Tools

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

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