Why Use Google Analytics and GTM?

“Half the money I spend on advertising is wasted;

the trouble is I don’t know which half.”

~John Wanamaker

I’ve used this quote many times. It just really sums up the power of digital marketing and analytics. Just imagine if you knew which half was a waste of time. Think of how powerful your campaigns could be.

Google Analytics And More!

A few weeks ago I presented at a lunch and learn for the Marketing and Design Club at The Candy Factory. I talked about the benefits of and best practices of using Google Analytics, Google Tag Manager and Google Data Studio.

Google Analytics
Google Analytics
Google Tag Manager GTM
Google Tag Manager GTM
Google Data Studio
Google Data Studio

Google Tag Manager – GTM

I always like to start with GTM because if you set it right it makes your analytics setup much easier.

google tag manger example diagram

Benefits

  • Flexible way to set up analytics tracking
  • Less dependent on developers
  • Ability to create on tag that covers your whole site
  • Highly customizable
  • Deploy Google and third-party tags all in one place
  • Test tracking before going live and version control

Google Analytics

  • Make sure YOU own the account
  • Start with a measurement plan
  • Setup at least two views
  • Filter out internal traffic
  • Bot Filtering
  • Setup up Goals – These are your conversions
  • Link tagging for campaigns
  • Link Google Ads and Google Search Console accounts


Best
Practices



Google Analytics Benefits

  • It is free!
  • Figure out where your users are coming from
  • What do your visitors do on your site?
  • What marketing channels are the most valuable
  • Use it for segmentation to target visitors better
  • Traffic flow: I.e. what pages are performing best
  • Fine-tune your website

Google analytics account structure

Setup
At Least
Two Views


GA Filter out own traffic Google Analytics

Filter Out
Internal
Traffic


Google Analytics Bot Filtering option

Setup
Bot
Filtering


Google Analytics goal setup

Set Up Goals
These Are Your
Conversions


GA Connect Search Console

Connect Google Ads & Search Console


GA Campaign URL Builder

Link Tagging for Campaigns

https://ga-dev-tools.appspot.com/campaign-url-builder/

Google Data Studio

Data Studio gives you the ability to pull information from Google Analytics, AdWords, YouTube, Search Console, and countless other data sources.

  • Multiple Data Sources
  • Highly Customizable
  • Sharing and Collaboration
  • Real-time & Filtering
  • Plus, guess what. It is free!

Data Studio Example Reports

data studio google ads example report
data studio example report

Download the Presentation

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