How to Defeat the Beast

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How To Defeat The BeastSafely migrate from Classic,Universal, to Google Tag Manager.#AIM 5 #heweb17Sylvia E. NicosiaFarmingdale State College@synicosiaFollow Slides at: Day Of The Dead "Horse and Rider" Instant Digital Download Printable Art jpeg Print Mexican Folk Artist J Ellison Higher EdALL ANALYTICS TOOLSSERVE THEIR PURPOSEGa.jsAnalytics.jsGtm.jsWebtrendsyoastGoogle AnalyticsHubspoths-analytics.netGoogle classicpiwikSiteImproveHotjarGoogle UniversalGoogle AdWordsQuantcastMonsterInsightsTwitterGoogle Tag managerquintlyKloutOpen web analyticsSimply measuredGUI DESIGNCyfefbq.pushWP PluginAcquia LiftbitlyclickysimilarwebSEMrush____COMMON DENOMINATOR IN HIGHER EDanalytics.js gtm.jsGoogle Analytics+Google AnalyticsGoogle Analytics+ga.js _______ ____Classic AnalyticsGoogle TagManagerUniversal AnalyticsWHATS EVERYBODY IN HIGHEDWEB USING?*As of August, 24, 201797%Google AnalyticsGOOGLE ANALYTICSSTATISTICSg 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 ANALYTICSSTATISTICSUniversal and GTM Classic and UniversalClassic, Universal, and GTM9% 2% 1%Classic and GTM3%GOOGLE ANALYTICS STATISTICSg 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 eventsCatalogUNIVERSAL 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 eventsGOOGLE 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 siteCatalogIS IT ONE BETTER THAN THE OTHER ONE?ClassicUniversalGTMDay Of The Dead "See No Evil, Hear No Evil, Speak No Evil" 8x10" Art Print Poster Mexican Folk Artist J Ellison. ISSUE IS IN THE MIGRATIONMigration Classic Universal GTMm c u g=YOU MAY BE TEMPTED TOClassic GA Property ID NumberUniversal GA Universal ID NumberGTM Google Tag ManagerUA-XXXX123-1UA-XXXX123-1Your Websitefile:///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 BadTHERES A SAFE, ALTERNATE SOLUTIONThe Parallel testing with a migration plangtm.jsga.jsoranalytics.jsProperty AProperty BWHERE YOUR DATA REMAINS CONSTANTYour current data:YOU SHOULDCONSIDER MIGRATING IFClassic Analytics Universal Analytics+20 Custom Tags ManageFacebook tags Twitter tagsAdWordsAny other custom HTML/JavaScript codeMake your life easierYou Should Consider Google Tag Manager IFOLAn 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. 1: NEW PROPERTY1Create a NEW Property in Google Analytics and recreate all views/filters from your current GA Property.Current PropertyUA-XXXX123-1Testing PropertyUA-XXXX123-2HOW GOOGLE TAG MANAGER WORKS1. 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 ( you can build your own tags & variables.STEP 2: CREATE CONTAINER IN GTM2Current UA-XXXX123-1* Useful Tip: Use same name as your GA PropertyTesting UA-XXXX123-2UA-XXXX123-2STEP 3: SETUP YOUR PAGE VIEW TAG WITH NEW VARIABLE3STEP 4: INSTALL GTM CODE4 Testing PropertyUA-XXXX123-2Current Property UA-XXXX123-1CURRENT PROPERTY + TESTING PROPERTYCurrent Property: UA-XXXX123-1Testing Property: UA-XXXX123-2PREVIEW AND DEBUG MODETesting PropertyUA-XXXX123-2PUBLISH YOUR CONTAINERSTEP 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 INVENTORYWE 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 UsEvent Category: Footer Call to Action ButtonsEvent Action: click-contact-usEvent Label: Footer Contact Us /about/contact-us.shtmlCONFIGURE EVENT TAG IN GTMSame category nameEVENT WITH GOOGLE TAG MANAGER Contact UsEvent Category: Footer Call to Action ButtonsEvent Action: {{Click URL}} Label: {{Page Path}} /Trigger: When Click Classes matches RegEx (call-to-action-gtm)COMPARE DATA RESULTSCurrent Property UA-XXXX123-1Testing Property UA-XXXX123-2TRACKING DOWNLOAD FILES IN GTMDownload Links Setup in Universal AnalyticsMEANWHILE IN GTMCHECK GTM PREVIEW MODECHECK EVENTS IN GA REAL TIMEYOULL GET MORE DETAIL DATAWith ZERO NADA codeSTEP 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 PropertyGOAL SETUP IN GA DASHBOARDCurrent UA-XXXX123-1 Testing UA-XXXX123-2*In all viewsGOAL RESULTSCurrent UA-XXXX123-1 Testing UA-XXXX123-21,426 conversions 1,796 conversionsSTEP 7: REVIEW DATA, MAKE ADJUSTMENTS7Testing UA-XXXX123-2Current UA-XXXX123-1Current UA-XXXX123-1 Testing UA-XXXX123-2STEP 8: PLAN FOR MIGRATION8 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 UsDAY 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 date. STEP 9: ON MERGE DATE, SWITCH PROPERTY ID IN GTM VARIABLE9From Testing UA-XXXX123-2 To Current UA-XXXX123-1 MAKE SURE NOW YOURE TRACKING UAXXXX123-1Current Property UA-XXXX123-1STEP 10: PUBLISH YOUR CONTAINER10Publishing both pages and GTM container must be done at the same time. Any gap or overlapping when switching can affect your data! CHECK WITH GTM PREVIEW MODE Check that all your tags are firing and passing the right variablesCHECK WITH GA REAL TIME Check that you events and Goals are working properly Keep closed monitoring in the next 48 hoursYOUR MAIN PROPERTY DATA CONTINUESCurrent Property A: UA-XXXX123-1Testing Property B: UA-XXXX123-2Thats it!ReviewQuickCONSIDER UPDATING/MIGRATING IF You are using Classic Analytics You are using Universal Analytics and you have at least 20 custom JavaScript tags on your website You want to manage your Facebook tags, Twitter tags, AdWords, event tags, and any other custom HTML/JavaScript code Make your life easier STEPS FOR A SAFE MIGRATION1. Create a new Property in GA, recreate your views.2. Create a container in GTM.3. Setup your tracking code with a Page View tag and a variable to store your new Property ID.4. Install GTM code on your website along your current GA code.5. Review your Events.6. Review your Goals.7. Review your collected data, make necessary adjustments.8. Plan for upgrade: Set a date and timeline, remove GA tracking code and custom tags, set pages to auto-publish.9. On upgrade day, switch to current Property ID in GTM variable.10. Publish your container and monitor for the next few days.ADVICE Same steps apply when migrating from Classic to Universal, Classic to GTM. Do your testing for at least two months so youll have data for comparison. Schedule the switch at the end of the spring semester. Do it on a Monday! Youll have all week to fix any mess.Youre welcome.RESOURCESSimo Ahavas Blog, J. (2015). Practical Google Analytics and Google Tag Manager for Developers. Berkeley, CA: Apress.THANKYOU!Questions?Day Of The Dead "Street Party" Frida Kahlo and Diego Rivera, 8x10, Art Print Poster Mexican Folk Artist J Ellison. Slides available at: file:///unoconv/20171011100207_7cd4ff40f0617611206d95bbfb603c58ad649cf0/file:///unoconv/20171011100207_7cd4ff40f0617611206d95bbfb603c58ad649cf0/