How to Defeat the Beast

  • View
    863

  • Download
    2

Embed Size (px)

Transcript

  • How To Defeat The BeastSafely migrate from Classic,Universal, to Google Tag Manager.#AIM 5 #heweb17

    Sylvia E. NicosiaFarmingdale State College@synicosiaFollow Slides at: https://www.slideshare.net/SylviaNavarroNicosia/how-to-defeat-the-beast

    Day Of The Dead "Horse and Rider" Instant Digital Download Printable Art jpeg Print Mexican Folk Artist J Ellisonhttps://www.etsy.com/transaction/1334132909

  • Analyticsin Higher Ed

  • ALL ANALYTICS TOOLSSERVE THEIR PURPOSE

    Ga.js

    Analy

    tics.j

    sGt

    m.js

    Webtr

    ends

    yoas

    t

    Goog

    le An

    alytic

    s

    Hubs

    pot

    hs-an

    alytic

    s.net

    Goog

    le cla

    ssic

    piwik

    SiteIm

    prove

    Hotja

    r

    Goog

    le Un

    iversa

    l

    Goog

    le Ad

    Words

    Quan

    tcast

    Mons

    terIns

    ights

    Twitte

    r

    Goog

    le Ta

    g man

    ager

    quint

    ly

    Klout

    Open

    web

    analy

    tics

    Simply

    mea

    sured

    GUI D

    ESIG

    N

    Cyfe

    fbq.pu

    sh

    WP Pl

    ugin

    Acqu

    ia Lif

    tbit

    ly

    click

    ysim

    ilarw

    eb

    SEMr

    ush

  • ____

    COMMON DENOMINATOR IN HIGHER ED

    analytics.js gtm.jsGoogle

    Analytics

    +Google

    AnalyticsGoogle

    Analytics

    +ga.js _______ ____Classic

    AnalyticsGoogle TagManager

    Universal Analytics

  • WHATS EVERYBODY IN HIGHEDWEB USING?

    *As of August, 24, 2017

    97%Google Analytics

  • GOOGLE ANALYTICSSTATISTICS

    g of institutions and companies attending HighEdWeb 2017 use Google Tag Manager (gtms.js)

    use Google Universal Analytics (analytics.js).

    use Google Classic Analytics (ga.js).

    40% 31% 11%

  • GOOGLE ANALYTICSSTATISTICS

    Universal and GTM Classic and Universal

    Classic, Universal, and GTM

    9% 2% 1%Classic and GTM

    3%

  • GOOGLE ANALYTICS STATISTICS

    g use Google Universal Analytics. use Google Classic Analytics.31% 11%

  • Should you migrate?

  • CLASSIC ANALYTICS

    Uses old tracking code ga.js Javascript library Google Analytics properties were transferred to Universal

    Analytics, however its unclear what will happen to those properties which are still utilizing the old tracking code

    Misses features from Universal Analytics such as User ID Google can make old tracking script stop working at any

    time Needs custom JavaScript tags to track eventsCatalog

  • UNIVERSAL ANALYTICS

    Uses tracking code analytics.js Javascript library All new Properties use it Enjoys cool features from Universal

    Connect multiple devices, sessions, and engagement data with the User ID.

    Still needs custom JavaScript tags to track events

  • GOOGLE TAG MANAGER GTM

    Uses tracking code gtm.js Javascript library GTM does not replace your analytics, but helps you easily

    add/manage JS tracking code (tags) to your website Minimal amount of coding for more complex tags Built-in debug feature, preview mode Built-in variables and tags, plus you can make your own Event tracking: No more custom JavaScript tags on your siteCatalog

  • IS IT ONE BETTER THAN THE OTHER ONE?

    Classic

    Universal

    GTM

    Day Of The Dead "See No Evil, Hear No Evil, Speak No Evil" 8x10" Art Print Poster Mexican Folk Artist J Ellison. https://www.etsy.com/transaction/1334132911

  • THE ISSUE IS IN THE MIGRATION

    Migration Classic Universal GTM

    m c u g=

  • YOU MAY BE TEMPTED TOClassic GA Property ID Number

    Universal GA Universal ID Number

    GTM Google Tag Manager

    UA-XXXX123-1

    UA-XXXX123-1

    Your Website

    file:///unoconv/20171011100207_7cd4ff40f0617611206d95bbfb603c58ad649cf0/file:///unoconv/20171011100207_7cd4ff40f0617611206d95bbfb603c58ad649cf0/

  • WHAT COULD GO WRONG?

    Bad or inflated data by conflicting or overlapping code (i.e., using the same property ID all along)

    No data on any view in your property.No data at all! (i.e., not testing properly)

    Data from Goals and Events can stop while the code is switched (i.e., gap between deleting old code and new).

    bad Really bad Very Extremely Mega Bad

  • THERES A SAFE, ALTERNATE SOLUTION

    The Parallel testing with a migration plan

    gtm.js

    ga.js

    or

    analytics.js

    Property A

    Property B

  • WHERE YOUR DATA REMAINS CONSTANT

    Your current data:

  • YOU SHOULDCONSIDER MIGRATING IF

    Classic Analytics Universal Analytics

    +20 Custom Tags ManageFacebook tags Twitter tagsAdWordsAny other custom HTML/JavaScript codeMake your life easier

    You Should Consider Google Tag Manager IF

  • OL

    An this is how its DONE.Day Of The Dead "The Bullfighter" 8x10" Art Print Poster Mexican Bull Matador Multiple Sizes Available Folk Artist J Ellison. https://www.etsy.com/transaction/1324512636

  • STEP 1: NEW PROPERTY

    1Create a NEW Property in Google Analytics and recreate all views/filters from your current GA Property.

    Current PropertyUA-XXXX123-1

    Testing PropertyUA-XXXX123-2

  • HOW GOOGLE TAG MANAGER WORKS

    1. Tag: A snippet of code (usually JavaScript) added to a page.

    2. Trigger: Defines when and where tags are executed.

    3. Variable: Used to receive or store information to be used by tags and triggers.

    GTM has pre-defined variables like:Page URL: returns the full URL of the current

    page (http://www.farmingdale.edu/about)

    And you can build your own tags & variables.

  • STEP 2: CREATE CONTAINER IN GTM

    2Current UA-XXXX123-1

    * Useful Tip: Use same name as your GA Property

    Testing UA-XXXX123-2

    UA-XXXX123-2

  • STEP 3: SETUP YOUR PAGE VIEW TAG WITH NEW VARIABLE

    3

  • STEP 4: INSTALL GTM CODE

    4 Testing PropertyUA-XXXX123-2Current Property UA-XXXX123-1

  • CURRENT PROPERTY + TESTING PROPERTY

    Current Property: UA-XXXX123-1

    Testing Property: UA-XXXX123-2

  • PREVIEW AND DEBUG MODE

    Testing PropertyUA-XXXX123-2

  • PUBLISH YOUR CONTAINER

  • STEP 5: WHILE YOU START COLLECTING DATA, REVIEW EVENTS

    5Review your Events. This is the best time to do an extensive inventory to find a common ground:How many and where are they located?Which Events will you keep?Which ones to modify?Which ones to remove?

  • EVENT INVENTORY

    WE ARE AMONG THE TOP 50 DESIGN AGENCIES IN THE UK.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae

    vitae dicta sunt explicabo.

    file:///unoconv/20171011100207_7cd4ff40f0617611206d95bbfb603c58ad649cf0/file:///unoconv/20171011100207_7cd4ff40f0617611206d95bbfb603c58ad649cf0/

  • EVENTS WITH UNIVERSAL

    Contact Us

    Event Category: Footer Call to Action ButtonsEvent Action: click-contact-usEvent Label: Footer Contact Us /about/contact-us.shtml

  • CONFIGURE EVENT TAG IN GTM

    Same category name

  • EVENT WITH GOOGLE TAG MANAGER

    Contact Us

    Event Category: Footer Call to Action ButtonsEvent Action: {{Click URL}} https://www.farmingdale.edu/about/contact-us.shtmlEvent Label: {{Page Path}} /Trigger: When Click Classes matches RegEx (call-to-action-gtm)

  • COMPARE DATA RESULTSCurrent Property UA-XXXX123-1

    Testing Property UA-XXXX123-2

  • TRACKING DOWNLOAD FILES IN GTMDownload Links Setup in Universal Analytics

  • MEANWHILE IN GTM

  • CHECK GTM PREVIEW MODE

  • CHECK EVENTS IN GA REAL TIME

  • YOULL GET MORE DETAIL DATA

    With ZERO NADA code

  • STEP 6: REVIEW YOUR GOALS

    6Just like with Events, do another inventory for all your Goals:All Goals per ViewWhich Goals need adjustment since some Events actions and labels changedDifferent from Events, Goals will need to individually be modified in ALL views.

  • GOAL INVENTORYCurrent Property Testing Property

  • GOAL SETUP IN GA DASHBOARDCurrent UA-XXXX123-1 Testing UA-XXXX123-2

    *In all views

  • GOAL RESULTSCurrent UA-XXXX123-1 Testing UA-XXXX123-2

    1,426 conversions 1,796 conversions

  • STEP 7: REVIEW DATA, MAKE ADJUSTMENTS

    7Testing UA-XXXX123-2

    Current UA-XXXX123-1

    Current UA-XXXX123-1 Testing UA-XXXX123-2

  • STEP 8: PLAN FOR MIGRATION

    8 After testing your data and youre confident

    you have the results you want, its time to plan for the migration.

    The migration/upgrade consists of: Remove all existing Universal code

    (tracking code and event tracking code). Switching GTM variable from Testing

    UA-XXXX123-2 to Current UA-XXXX123 Set an official (realistic) date and timeline for

    the migration.

    file:///unoconv/20171011100207_7cd4ff40f0617611206d95bbfb603c58ad649cf0/file:///unoconv/20171011100207_7cd4ff40f0617611206d95bbfb603c58ad649cf0/

  • REMOVE ALL CUSTOM EVENT TAGS An audit may be helpful to find

    them all. All matches will have to be

    deleted.

  • MAKE SURE OLD EVENT TRACKING CODE IS REMOVED!

    Contact Us

  • DAY OF SWITCH: REMOVE ALL CUSTOM TAGS Remove the GA code for

    Classic/Universal Analytics and schedule pages to publish on merge date.

    Leave your GTM code intact

    Remove all instances of Classic/Universal custom tags code and set pages to publish on merge d