My slides from the Searchlove Boston conference in May 2016. The presentation covers actionable tips and tricks for working with Google Tag Manager and Google Analytics.

1. Reaktor
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SEARCH marketer’s toolkitGoogle Tag Manager & Google Analytics
Simo Ahava
Senior Data Advocate

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

3. @SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016
Why customize?

4. @SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016
Why customize?
Google Analytics is GREAT out-of-the-box, right?

6. PAGEVIEWS

7. PAGEVIEWS
BOUNCE AND CONVERSION RATE

8. PAGEVIEWS
BOUNCE AND CONVERSION RATE
SESSIONS

9. Google Analytics Session

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

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

12. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…

13. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes…

14. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes…
Unless the referral is in the Referral Exclusion List…

15. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they 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…

16. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they 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…

17. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they 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…

18. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they 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…

19. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they 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…

20. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they 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…

21. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they 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!

22. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they 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?

23. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they 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!?

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

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

26. All metrics and dimensions used by
a platform subscribe to the
definitions of said platform!
GPeC Summit 11-May-2015 | @SimoAhava

27. All metrics and dimensions used by
a platform subscribe to the
definitions of said platform!
GPeC Summit 11-May-2015 | @SimoAhava
sessionized

28. @SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016
Google Tag Manager

29. @SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016
Google Tag Manager
The best only way to deploy Google Analytics tracking

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

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

33. 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.

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

35. @SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016
Tricks and methods

36. @SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016
Tricks and methods
…for search marketing via Google Tag Manager…

37. WHY?

38. WHY?
Scroll% & Read%

39. WHY?
SERP Bounce Time

40. WHY?
Content Funnel

41. WHY?
Article performance

42. #1: Inject Meta Data Dynamically Into The Page
http://goo.gl/PJmQuR

43. Custom HTML Tag
<script>
(function() {
// The NAME attribute of the meta tag:
var name = 'description';
// The CONTENT attribute of the meta tag:
var content = 'Simo Ahava's blog provides a unique, understandable, and relatable peek into the digital world.';
var m = document.createElement('meta');
m.name = name;
m.content = content;
document.head.appendChild(m);
})();
</script>

44. Page View Trigger
"Inject the Meta Tag during the page load sequence as soon
as Google Tag Manager has loaded"

45. + +

46. #2: Inject SERP Enrichments Into The Page
http://goo.gl/zbTZC9

47. <script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "WebSite",
"url": "http://www.simoahava.com/",
"potentialAction": {
"@type": "SearchAction",
"target": "http://www.simoahava.com/?s={search_term}",
"query-input": "required name=search_term"
}
}
</script>
Custom HTML Tag

48. Page View Trigger
"Inject the JSON-LD during the page load sequence as soon
as Google Tag Manager has loaded"

49. https://developers.google.com/structured-data/

50. + +

51. #3: Track Structured Data As Content Attributes

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

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

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

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

56. Google Analytics View Settings

57. Google Tag Manager - Page View Tag

58. Google Analytics - Site Content - All Pages

59. #4: Article Attributes As Content Groups
http://goo.gl/uQi71z

60. 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';
}

61. 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';
}

62. 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';
}

63. Page View Tag

64. Google Analytics - Site Content - All Pages

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

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

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

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

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

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

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

72. #5: Measure SERP Bounce Time
http://goo.gl/bnS5Xz

74. Total SERP
Bounces

75. Total SERP
Bounces
Average Dwell Time
Before Bounce

76. <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

77. Triggers for the Custom HTML Tag
+ All Pages

78. Data Layer Variables

79. Trigger for the Event Tag

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

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

82. Event Tag

83. GA View Settings -> Calculated Metrics

84. Custom Report

86. Total SERP
Bounces

87. Total SERP
Bounces
Average Dwell Time
Before Bounce

88. #6: Track Content Engagement
http://goo.gl/M2pqgV

90. x5
x10
x7
x7
x8
x8
x9
Interactive Time = Time when user is actively interacting with the page (keyboard and mouse)

91. <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

92. Trigger for the Custom HTML Tag

93. Data Layer Variable

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

95. GA: New Custom Metric

96. Trigger for the Event Tag

97. Event Tag

98. GA: New Calculated Metric

99. GA: New Custom Report

101. x5
x10
x7
x7
x8
x8
x9
Interactive Time = Time when user is actively interacting with the page (keyboard and mouse)

102. #7: Track Content As Ecommerce
http://goo.gl/mUfazN

103. @SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016
Data is difficult

104. @SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016
Data is difficult
Data quality is earned, not acquired

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