Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager

1. Search Marketing Tweaks  For Google Analytics and Google Tag Manager  SMX München - 20 March 2018 @SimoAhava from @ReaktorNow

2. Search Marketing Tweaks  For Google Analytics and Google Tag Manager  SMX München - 20 March 2018 @SimoAhava from @ReaktorNow

3. Simo Ahava Senior Data Advocate, Reaktor Google Developer Expert, Google Analytics Blogger, developer, www.simoahava.com Twitter-er, @SimoAhava Google+:er, +SimoAhava

4. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Why measure content?

5. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Why measure content? Bounce Rate and Time On Page are enough, right? Right? Hello?

6. To celebrate successTo learn from mistakes

7. To celebrate successTo plan ahead

8. To celebrate success

9. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative

10. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative Page visibility Content visibility

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. 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. 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. 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. 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. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative I love you $

17. The many dimensions of engagement Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative I love you $

18. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Why customize?

19. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Why customize? Google Analytics is GREAT out-of-the-box, right?

20. PAGEVIEWS

21. PAGEVIEWS BOUNCE AND CONVERSION RATE

22. PAGEVIEWS BOUNCE AND CONVERSION RATE SESSIONS

23. Google Analytics Session

24. Google Analytics Session Group of interactions that takes place on a website

25. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity…

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. @SimoAhava from @ReaktorNow | #2015ac | 8–11

39. @SimoAhava from @ReaktorNow | #2015ac | 8–11 X

40. All metrics and dimensions used by a platform subscribe to the definitions of said platform!

41. All metrics and dimensions used by a platform subscribe to the definitions of said platform! sessionized

42. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Google Tag Manager

43. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Google Tag Manager The best only way to deploy Google Analytics tracking.

44. Google Tag Manager Lets you create and deploy tracking  and measurement scripts with ease.

45. Google Tag Manager Lets you create and deploy tracking  and measurement scripts with ease. Facilitates interaction between various  departments within your organization.

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. Google Tag Manager https://analyticsacademy.withgoogle.com/course/5

48. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Tricks and methods

49. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Tricks and methods …for search marketing via Google Tag Manager…

50. WHY?

51. WHY? Scroll% & Read%

52. WHY? SERP Bounce Time

53. WHY? Article performance

54. WHY? Content Funnel

55. #1: Track (relevant) link clicks https://goo.gl/CBmmZt Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH

56. Trigger

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. #2: Track (relevant) other clicks Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH

59. Trigger 10 Useful CSS Selectors: https://goo.gl/JXv7u6

60. #3: Track scroll depth Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH https://goo.gl/RjiAH1

61. Trigger

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. #4: Track element visibility Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH https://goo.gl/NTkTqK

64. Trigger

65. Trigger

66. #5: Track structured data as content attributes https://goo.gl/NTkTqK Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH

67. function() { var jsonLd = document.querySelector('script[type*="ld+json"]'); return jsonLd ? JSON.parse(jsonLd.innerHTML) : {}; } Custom JS Variable 1: {{JSON-LD}}

68. function() { return {{JSON-LD}}.author.name || undefined; } Custom JS Variable 2: {{JSON-LD - author.name}}

69. function() { return {{JSON-LD}}.datePublished || undefined; } Custom JS Variable 3: {{JSON-LD - datePublished}}

70. function() { return {{JSON-LD}}.headline || undefined; } Custom JS Variable 4: {{JSON-LD - headline}}

71. Google Analytics View Settings

72. Google Tag Manager - Page View Tag

73. Google Analytics - Site Content - All Pages

74. #6: Track article attributes as content groups https://goo.gl/NTkTqK Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH

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. 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. 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. Page View Tag

79. Google Analytics - Site Content - All Pages

80. Find your happy place. Rant ahead.

81. https://support.google.com/analytics/answer/2853423?hl=en You can create up to five Content Groupings."

84. https://support.google.com/analytics/answer/2853423?hl=en " W You can create up to five Content Groupings.

85. https://support.google.com/analytics/answer/2853423?hl=en " W T You can create up to five Content Groupings.

86. https://support.google.com/analytics/answer/2853423?hl=en " W T F You can create up to five Content Groupings.

87. https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets There is a maximum of 20 Custom  Dimensions (200 for Premium…)"

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. #7: Measure SERP bounce time Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH https://goo.gl/Wn16xD

92. Total SERP Bounces

93. Total SERP Bounces Average Dwell Time Before Bounce

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. Triggers for the Custom HTML Tag + All Pages

96. Data Layer Variables

97. Trigger for the Event Tag

98. Custom JS Variable: {{JS - SERP Time In Seconds}} function() { return {{DLV - timeToSerp}} < 1800000 ? {{DLV - timeToSerp}} / 1000 : undefined; }

99. GA Admin -> Property Settings -> Custom Definitions -> Custom Metrics

100. Event Tag

101. GA View Settings -> Calculated Metrics

102. Custom Report

103. Total SERP Bounces

104. Total SERP Bounces Average Dwell Time Before Bounce

105. #8: Measure content interactive time https://goo.gl/6HciRy Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH

106. Average engagement = Time when user is actively interacting with the page (keyboard and mouse)

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. <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. Trigger for the Custom HTML Tag

110. Data Layer Variable

111. Custom JS Variable: {{JS - Get Engagement Time In Seconds}} function() { return {{DLV - nonIdleTimeElapsed}} / 1000; }

112. GA: New Custom Metric

113. Trigger for the Event Tag

114. Event Tag

115. GA: New Calculated Metric

116. GA: New Custom Report

117. Average engagement = Time when user is actively interacting with the page (keyboard and mouse)

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. #9: Track content as Ecommerce https://goo.gl/EiuayM Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH

120. #9: Track content as Ecommerce https://goo.gl/EiuayM Complexity Metric impact LOW MEDIUM HIGH LOW MEDIUM HIGH

121. Impressions: Element Visibility

122. Product Detail View: Article opened

123. Add To Cart: Initial scroll

124. Checkout: Scroll depth 33%, 66%, 100% } } } Step 1 Step 2 Step 3

125. Purchase: Scroll depth 100% and 1 minute engagement

126. Site engagement

127. Site engagement Articles opened Articles scrolled Articles scrolled past 33% Articles "read"

128. Article engagement

129. Total words read Article engagement

130. Total words read Avg. length of article Article engagement

131. Total words read Avg. length of article Scroll-to-open % Article engagement

132. Total words read Avg. length of article Scroll-to-open % Read-to-open % Article engagement

133. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Data is difficult

134. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018 Data is difficult Data quality is earned, not acquired.

135. simo.ahava@reaktor.com www.simoahava.com Twitter: @SimoAhava Google+: +SimoAhava

Essential Search Marketing Tweaks For Google Analytics And Google Tag Manager

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