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A basic setup might take as little as a few minutes, and many of the standard reports are quite accessible and understandable without any special training or prior knowledge of web analytics. But eventually, users can outgrow this intuitive understanding of GA and its data, and need deeper insight into how it works and what it can do.

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However, having a basic understanding of it will help you to interpret the options in GA tags within GTM, as well as to decipher GA documentation and examples to set up GTM for your site. Except… Well, there are still a bunch of chapters left in this book with additional types of data you might want to track with GA, many of which involve adding more code. A little piece here for PDF tracking, another little bit over there to track user logins, and so on.

Google Analytics Ecommerce Tracking with Google Tag Manager (Part 1)

The more code you add, the harder it becomes to keep track of all the little pieces, and which of those pieces should be included and under what circumstances, and what happens when you make a change. These might include clicks on elements of the page, such as links to downloads or external websites, interactions with embedded video, or social media buttons on a page. This chapter discusses collecting data on those types of interactions using Google Tag Manager to send data to Google Analytics.

Practical Google Analytics and Google Tag Manager for developers

One of the most important concepts in web analytics is the conversion , the transformation of a mere website visitor into a customer. The actions that define conversion may be any type of user interaction that is valuable to you, from major purchases, contact requests to minor content engagement, newsletter signup. Google Analytics allows you to specify the interactions that you want to consider as conversion through.

For sites that sell products, you can gather additional data about the purchases users make on the site. Google Analytics offers two levels of detail in tracking ecommerce:. Did they come from a search engine, a link on a social media site, or a paid advertisement?

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This chapter will look at the data GA gathers about traffic sources and how you can influence those data with settings in GA and tools in GTM. Previous chapters covered how to get information from your site into Google Analytics using Google Tag Manager. In Chapter 11 , you learned about using custom dimensions and metrics in GA to fill in additional data about your users and their behavior. You supplied those custom dimensions and metrics as additional data sent along with a hit in GTM.


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GA provides another option to fill in these values, through its data import features. Data import allows you to fill in the data using files uploaded directly to GA. This can be useful in situations such as the following:. So far this book has focused on using GTM to implement GA and potentially other tags to measure websites.

Practical Google Analytics and Google Tag Manager for Developers

Another important channel is the use of native apps for mobile devices—the kind you can download and install on a phone or tablet, rather than visiting a website in a browser. Product Specifications. Publisher Apress. File Format PDF. Ships From Kuala Terengganu, Terengganu. Effective collection of data with Google Analytics can reduce customer acquisition costs, provide priceless feedback on new product initiatives, and offer insights that will grow a customer or client base.


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So where does Google Tag Manager fit in? Google Tag Manager allows for unprecedented collaboration between marketing and technical teams, lightning fast updates to your site, and standardization of the most common tags for on-site tracking and marketing efforts.


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