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#emetrics @PHILPEARCE
New York 26th Oct 2016
Learnings from the most Advanced GTM Deployment I have ever done!
(On a site with 1 billion hits a month) By Phil Pearce
I`m an Analytics Adventurer & Explorer!
I recently did 8 countries in 12 weeks = 4.6 days per country
Agenda 1. Set the scene
– Size – Complexity – Timelines
2. How we got there – Tools – Strategy
3. Conclusion & take always – Checklist / Solution Library
4. Questions
Last week I did a twitter survey….
“How many Google Tag Manager installations have YOU done?”
1. Newbie: 1-3 installation 2. Experienced: 4-10
installation 3. Advanced: 10+ installation
Survey results https://plus.google.com/117298997433687198127/posts/dW5TjdS7XEV https://twitter.com/philpearce/status/779678727861104640
Super Experienced people
AdWords …I have done alot more than 10 GTM & GA Implementations
This is the story of
one such implementation…
So, a beautiful but HUGE new client just signed!
• 400 man-hours GTM project • 600 GA classic events • GA classic to Universal pageview migration • Inhouse TMS.js migration to GTM • 6 CMS platforms • Only 3 months to complete! • Fine per task, if not completed within the timeline!
Project Complexity
Source: builtwith.com/detailed/behemothclient.com
Over 6+ CMS platforms & multiple analytics solutions!
Project Size
Huge site!
Number of pages indexed on Google
2,680,000 results
350,000 results
Switch from GA classic to GA universal
Migrate existing 200 GA events in GTM
Add 400 GA events (auto-events)
Move pageview from TMS.js (inhouse TMS) into GTM
Preliminary GTM account audit
Behemoth
Project Timeline to climb the mountain
3 month Deadline…
If missed = financial penalties per task!
In Reality…
Inhouse IT dept slow to respond, thus impossible to enforce the task based fines.
How did we get to the Summit?
And more importantly...
• What went right?
• What went wrong?
The Win was deliver by Technical & Tactical working together!
Business Technical
Plus lots of Tools & Techniques!
Technical (Phil) • Testing Tools • Strawman Test environment • Separate DEV & LIVE environments • Auto-QA • Failsafe deadman switch • Security • Governance of Logins & access levels • Controlling Risk factors
Tactical (Agency) • Task prioritisation
• Split based on “required client dependencies”
• Sorted based on cost vs benefit • Weighted based on strategically
important items
Wins Mistakes Wins Mistakes
Tools
Technical
GA classic >> GA universal
migration comparison +/-2%
Pass
+2%
Fail -10% Compare on: 1. Pageview Then… 2. Sessions Then.. 3. Users
Start with • Hostname
GA classic pageTracker
GA universal secondTracker
GA classic >> GA universal
migration comparison +/-2%
Pass
+2%
Fail -10% Compare on: 1. Pageview Then… 2. Sessions Then.. 3. Users
GA classic pageTracker
GA universal secondTracker
Check in this order: 1. Hostname 2. Referral domains 3. ContentGroups 4. Folders 5. URLs
GA classic >> GA universal
migration comparison +/-2% bit.ly/ga-api-example
GoogleSheet highlighted exclude referrals & missing domains
e.g. paypal.com exclude referral was missing!
PII safeguards
…to prevent GA account deletion!
PII prevention filters PP01a: TidyURL - Replace email with [email protected] (start of string) URL (.*?)(=|%3D)([a-zA-Z0-9_.+\-]+(@|%40)[a-zA-Z0-9\-]+\.[a-zA-Z0-9\-.]+)($|&.+)
Output URL [email protected]$A5
PP01b: TidyURL - Replace email with [email protected] (end of string) URL (.*)(=|%3D)([a-zA-Z0-9_.+-]+(@|%40)[a-zA-Z0-9-]+\.[a-zA-Z0-9-.]+)($|&.+)
Output URL [email protected]$A5
PP02a: Tidy EventLabel - Replace email with [email protected] (start of string) EventLabel (.*?)(=|%3D)([a-zA-Z0-9_.+-]+(@|%40)[a-zA-Z0-9-]+\.[a-zA-Z0-9-.]+)($|&.+)
Output EventLabel [email protected]$A5
PP02b: Tidy EventLabel - Replace email with [email protected] (end of string) EventLabel (.*)(=|%3D)([a-zA-Z0-9_.+-]+(@|%40)[a-zA-Z0-9-]+\.[a-zA-Z0-9-.]+)($|&.+)
Output EventLabel [email protected]$A5
Generic PII exclude params
PP_list_lastchecked_2016_10_30, password, password_confirmation, regCode, username, username_confirm, signin[username], signin[runas], signin, sign_in, conf, gpid, obem, inf_contact_key, user_id, userId, username1, frmUsername, nickName, qz_user_name, url_mac, Email, email, mail, MAIL, feedback_email, newEmailAddress, newemailaddress, emailAddress, emailaddress, recipientName, recipientEmail, MMDB_ID, mmdb_id, EMAIL_ID, email_id, email[body], email[subject], interaction[email], interaction[name], CVC_M1RSUBNM, CVC_M1RADDR1, CVC_M1RADDR2, CVC_M1RCITY, CVC_M1RSTATE, CVC_M1RCTRYC, CVC_M1RZIP, CVC_M1REMAIL, CVC_M1RTACCT, MSRSUBNM, MSRADDR1, MSRADDR2, WESCITY, WESSTATE, WESZIP, MSREMAIL, Name, selectedAddress, selectedAddres_0, selectedAddres_1, selectedAddres_2, selectedAddres_3, selectedAddres_4, selectedAddresSize, Address1, Address2, City, State, Zip, zipcode, qz_user_country, state, oauth_token, oauth_verifier, rptregcta, rptregcampaign, nickName, selectedAddress, username1, frmUsername, mac_address
Auto-QA
Auto-QA feedback loop… bit.ly/qatemplate
EventID
(GoogleSheet)
Added to each
GTM tag
GA api
(Googlesheet)
vLookup
(GoogleSheet)
Note: Ensure CustomDimension[20] enabled in GA settings
Auto-QA feedback loop… bit.ly/qatemplate
EventID
(GoogleSheet)
Added to each
GTM tag
GA api
(Googlesheet)
vLookup
(GoogleSheet)
GTM auto-event config file bit.ly/gtmconfig (For any CMS)
Reminder: open the import files in notepad, then find & replace “yourdomain” and “yourdomain\\.com” with YOURDOMAIN before import.
Separate GTM-live & GTM-Dev
1. Server-side switch example
2. Client-side switch example <!– Client Side Switch: Google Tag Manager: Output myGTMID -->
<script>
var myHostname = window.location.hostname;
var myGTMID = 'GTM-xxx1'; // LIVE
if(myHostname === 'staging.behemothclient.com' || myHostname === 'localhost'){
myGTMID = 'GTM-xxx2'; // DEV
}
</script>
<!-- Google Tag Manager --> <noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-xxx1"
height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>
<script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
'//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
})(window,document,'script','dataLayer', myGTMID);</script>
<!-- End Google Tag Manager -->
Note: This method can not be used on JSvariables only Custom HTML tags.
3. Tag annotation & Failsafe block
Disable CustomHTML, but allow JS variables. <script>
/* Working example: bit.ly/deadman-switch */
window.dataLayer = window.dataLayer || [];
dataLayer.push({"gtm.whitelist":
["google", "customPixels", "nonGooglePixels", "nonGoogleScripts", "jsm", "flc", "fls", "k"]
});
</script>
Disable CustomHTML and JS variables (breaks any JS lookup table wildcards) <script>
window.dataLayer = window.dataLayer || [];
dataLayer.push({"gtm.blacklist":
["customScripts"]
});
</script>
4. The Deadman switch example
Thankfully this was never used! Note: alternative method for inline method to disable specific script was considered: <script>
window.dataLayer = window.dataLayer || [];
dataLayer.push({"hasPreventGTMscrollTrackingBeenSet": true});
var hasPreventGTMscrollTrackingBeenSet = true;
</script>
Local Test Environment "Strawman unit tests"
Local Test Environment
Working Example here: bit.ly/strawman-test2
Click to switch versions
JS error benchmarking period before Custom HTML changes deployed. Note: 10% client-side sampling used on errorTracker
JS error tracking
Tactical (Business)
Business
Project Scope/Tasks
Original scope… TMS.js migration UA pageview migrations 400 gtm event migrations 200 inline event migrations - 20 second heartbeat - Scroll tracking - Link Listeners (Outclick, PDF, social) - Videos (2 video players) - Donation ecommerce transactions
Added to scope… GTM account clean-up (inc Naming conventions) DEV vs LIVE environments HTML Sandboxes UniversalSecondTracker GA testing profiles SSL tag issues CustomVariables >> CustomDimenssions Subscription Ecommerce tracking Cross-domain tracking
Resource Planning Gantt (The "Who")
bit.ly/ga-planning-chart2
No client involvement: GA Settings:
1. Copy the 5 Goals from the TEST profile view to LIVE profile view
2. Create profile view for CART converted and CART non-converted
3. Create profile view for backend rolledup for Apps and Apps for userID
4. Improving organic by 1.5% by updating channel groupibehemoth
No client involvement: GTM config
1. Subscription e-commerce tracking via DOM scrapping
2. Enable Donate ecommerce revenue tracking
3. Consolidating 27 remarkting tags into 4 tags.
4. Reviewing & fix the remaining 178 triggers for errors.
5. Enable Adwords Dynamic remarking using lookup tables
6. Reducing self referrals from 1% to 0% by enabling legacyHistoryImport.
7. Adding FB and Twitter widget tracking
8. Adding App download & Tap to Call auto-event tracking
Split Client dependencies part1
Task list (The "What")
Milestones & Deadline planning (The "When")
bit.ly/ga-timeline2
Preliminary assessment of Scale of Task…
GTM audit: bit.ly/gtm-audit-template2
262 Tags, 255 rules and 107 macros!
Standardise the naming convention for Tags, Triggers, Variables
GA pageview trigger example
Consolidated!
GTM Before vs After
• After (3 months later)
• Before (before work started)
-33% Reduction in Tags
-39% Reduction in Triggers
Problem: Lots of configuration mistakes by client Solution: Manual clean-up by senior analyst
Solution: Utilise newer feature such as auto-events, lookup tables & tag templates
One BIG pile of spaghetti! Inhouse GTM config built-up
over a 3 year period with 3+ users
Governance: Controlling multiple-user changes...
...whilst plane is in mid-flight!
Risk of accidentally publishing other users changes!
Multiple users: Check-in/Check-out
Solution1: Check-in/Check-out processes and enforce View | Edit access.
Email Role Account Permissions
01. LIVE
02 DEV
[email protected] Administrator manage users edit publish
[email protected] Tester view
[email protected] Administrator manage users view view
[email protected] Administrator manage users view view
[email protected] Tester view view
[email protected] Tester view
When Check-out set to read-only
Solution2: Create User sandboxes User1 | User2 >> DEV >> LIVE
Multiple users: sandboxes
Email Role Job title Account Permissions
01. LIVE
02 DEV
Marys Sandbox
Mathews Sandbox
[email protected] Administrator Implementation Specialist manage users edit publish view view
[email protected] Tester Project Manager view
[email protected] Administrator Systems Admin manage users view view view view
[email protected] Administrator Analyst manage users view view publish view
[email protected] Publisher Marketing Manager view view publish
[email protected] Tester Robot Unit Tester view
GTM-xxx1 GTM-xxx2 GTM-zzzz GTM-xxxx
GTM user access audit bit.ly/gtm-access-audit2
Also see David Vallejo`s free API based user-access tool here: www.thyngster.com/gaupet-release-google-analytics-user-permissions-exploring-tool
Summary of safety features
1. 2 stage authentication
2. PII protection - via GA filter on URI & eventLabel
3. JS error tracking profile
4. Inline switch for GTM-DEV / GTM-LIVE (can be client-side or serverside method)
5. Failsafe/deadman`s switch (dataLayer whitelist)
Unexpected avalanches...
Exceeded monthly hit limit!
Note: Hit Tiers above has changed after this project was completed, so there`s now more granular tiers.
$$$
Solution: renaming universal object “ga” to “ga2”
A/B testing tool was sending GA event hits to all trackers on every page = 3x hits
Moving TMS.js pageview into GTM was delayed due to clients fragmented codebase
WPF 1st pageview script
images.behemothclient.com/wpf/CACHE/js/6f599508e0a4-cb1424263825.js
images.behemothclient.com/wpf/sites/common/j/analytics.js
www-s.behemothclient.com/wpf/sites/common/j/analytics.js
WPF 2nd pageview script on Members section
media-mmdb.behemothclient.com/static-media/js/analytics.js
WPF 3rd pageview script on Gallery buttons
images.behemothclient.com/wpf/sites/common/j/jquery.address-1.3.1-grant.min-cb1299116789.js
WPF 4th event script on Members section
assets.behemothclient.com/behemoth-header/build/lib/analytics.js
Deployed via GTM flag... First method not effective as not a common field :( _gaq.push(['_setCustomVar', 5, 'flag', '_gtmDeployed', 3]);
ga('secondaryTracker.set', 'dimension20', '_gtmDeployed');
Second method worked a charm! var flag = document.title + '_gtmDeployed';
_gaq.push(['_title', flag ]);
ga("secondaryTracker.set", {title: flag});
Note: filter to clean-up the page title was required...
PP01a. EXCLUDE hits not deployed via GTM Exclude filter for PageTitle (.*)_gtmDeployed$
PP01b. CLEAN PageTitle PageTitle (.*)_gtmDeployed$
Output PageTitle $A1
PP02. INCLUDE pageview hits only Include hitType=^pageview$
Set utmz cookie - so that inline gaq.push events still work, but don’t effect hitlimit
Solution: _initData var _gaq = _gaq || []; _gaq.push( ['_setAccount', 'UA-1-1'], ['_addIgnoredRef', {{Page Hostname}} ],
['_addIgnoredRef', {{Page Hostname - www removed}} ], ['_setDomainName', {{jsm_setTopLevelDomain}} ], ['_setAllowLinker', true], ['_initData'] );
plus.google.com/117298997433687198127/posts/McER3buexek
https://plus.google.com/117298997433687198127/posts/R5r3Bp88ir7
Creative solution: Enable cross-domain tracking in the Cart funnel without IT dept involvement
Automatic Process Summary (Dec 23rd, 2015)
Project Successes: Phase(s)
Efficiency improvements
• Less time used on client meetings.
• More focused on completing tasks.
However… client slow to action tasks
7 day wait
"Awaiting Agency" tasks very low :)
Training
Human Error on import & publish which caused untested & broken version to be accidentally deployed to LIVE!
Solution: User training & 2 people used to verify go-live changes.
Wrong version accidentally deployed
Need to prevent this happening again...
Client Training • analyticsacademy.withgoogle.com/course/5 • cardinalpath.com/training/google-analytics/analytics-301/ • lynda.com/Google-Tag-Manager-training-tutorials/ • measureschool.com/products/
bit.ly/gtmplaylist
Project Learnings/Improvements
1. Remove "human factor" (e.g. manual export from DEV to LIV)
2. Auto-QA change to use TagID and auto-detect if new GA event added in GTM.
3. Enforce GTM audit at the beginning (not optional task) 4. Enforce a Project summary and feedback session at the end of every
phase (not optional task) 5. Move onto insight, dashboards, A/B testing or BigQuery sooner.
Unexpected wins
1. 1000 tags consolidate to 500 tags reduce gtm.js download size.
2. Reduction in JS errors after TMS.js change to GTM auto-events
3. Much easier to maintain pageview triggers.
4. SSL tag issues fixed
5. Cross-domain tracking was done without IT involvement using JS variable script.
6. VideoProvider tracking was done without IT involvement using DOM scrapping.
7. Ecommerce revenue enabled via DOM scraping.
8. Taxonomy data sent to enhanced ecommerce was very useful for content analysis.
Checklist of Tools…
Life saving tools bit.ly/gtm-checklist
Technical (Phil) 1. +/-2% migration comparison sheet:
bit.ly/ga-api-example 2. Auto-QA sheet:
bit.ly/qatemplate 3. GTM auto-config file: bit.ly/gtmconfig 4. DEV strawman examples: bit.ly/strawman-test2 5. GTM developer guide: bit.ly/gtmdevguide2
• Script for "Deployed via GTM flag" to find inline GA scripts (without using a crawler)
• Script for _initData to sustain gap.push events
Tactical (Agency) 1. Resource planning Gantt sheet:
bit.ly/ga-planning-chart2 2. Deadline planning sheet:
bit.ly/ga-timeline2 3. GTM user access audit:
bit.ly/gtm-access-audit2 4. GTM audit template:
bit.ly/gtm-audit-template 5. Free GTM Training videos:
bit.ly/gtmplaylist
Thankyou & Questions Phil Pearce Senior Web Analyst and GTM specialist
linkedin.com/in/philpearce
Web
Analytics
Exchange
mentor
750 GA
questions answered Tracking
protection
group
Free Prize for the best question(s).
bit.ly/gtmdevguide2 (free) Prize: GTM developer guide
free!! bit.ly/gtmdevguide2
