If Google Tag Manager (GTM) is where Tags, Triggers and DataLayer are set up, Google Analytics (GA) is where data are consolidated, filtered and grouped for deep insight analysis.
Google Analytics (GA) is where data is collected and stored, based on the set up in GTM, filtered according to specific criteria for each View and available for deep insight analysis.
GA tracks users’ behaviour and provides deep insights and great option for goals setup, filtering and grouping. Google Analytics is where the deep Insights analysis must take place.
If correctly setup in Tag Manager, all P4 websites should be sending data to the Google Analytics property (UA-109290164-1), which enables us to track everything coherently across P4 sites.
Individual Google Analytics views allow the collection of subsets of data, which are sent to the property overall and individual views within that property. By assigning filters to views, we can determine which data will be sent to each view, and allows us to alter the data as it is processed.
|KEY INFO >> All view filters have permanent effect on the data collected, and we can only change how data is collected moving forward, not on historical data.|
In the standard Google 360 suite, the maximum amount of views within the same property is 25. As of today, the UA-109290164 property contains these views:
There are three admin sections in the UA-109290164 account of Google Analytics, each operating at different levels (ACCOUNT | PROPERTY | VIEW).
This page covers the items to be configured in the View Admin for newly created views
In the UA-109290164 dropdown where views are selected, chose the option to create a new view:
On the following page please give your View a name according to the P4 naming convention, and choose the timezone in which you are located.
That’s it, you view is created, and you are ready to make a few configurations.
After all filters have been added, we are ready to adjust the view settings the below example is taken from the View P4 – Greenpeace International. Please use the settings shown below, with the only difference that Website’s URL should be updated to match the URL for your site and use your local timezone, as selected in previous steps:
At the very least, you should create 4 goals in your GA view:
In Admin > View select Goals
For Initial rollout there is one active Goal Funnel in Google Analytics that needs to be created in all new Views. This Goal counts Petition Signups.
In View Admin go to the Goals section and create a new Goal with the following setup:
|Copy paste-able of the above:
Destination – Regular Expression: /country/act/petition-signed
Funnel step 1: /country/act/(.*)
Funnel step 2: /country/page/(\d*)/petition/1
Using the P4 GTM container, the setup will send events to the Google Analytics view you connected whenever someone will hit “subscribe” in your Block: Happy Point. If you successfully set it up in GTM, here’s how to configure your GA Goal:
Using the P4 GTM container, the Social Sharing buttons will send generic events to the Google Analytics view you connected whenever someone will hit any of the “Share” buttons.
To complete the setup and visualize Social Sharing conversion you have to create a “Social Share” goal in your Google Analytics view
Using the P4 GTM container, there should already be a “scroll depth” tag already set up, which will fire events to your Google Analytics view anytime people scroll down your P4 pages and consume content.
To complete the set-up in GA, you have to set up a custom goal, setting a percentage as the minimum label (for GPI we did 75%)
Using the P4 GTM container, the setup will send events to the Google Analytics view you connected whenever someone will download a PDF. If you successfully set it up in GTM, here’s how to configure your GA Goal:
The easiest way to create Goals fast, is to copy them from one view, to another. You can do it for individual Goals, or all at once by copying the Share URL into your browser like this:
Content Grouping allows you to group content into a logical structure that reflects how you think about your site, and then view and compare aggregated metrics by group name in addition to being able to drill down to the individual URL, page title, or screen name. For example, you can see the aggregated number of pageviews for all pages in a group like Story pages, and then drill in to see each URL or page title.
When you setup your GA View for your country/region, you will need to define these groups in the way that you wish. We have a best practice recommendation that we have implemented for the International website. You are welcome (and strongly recommended) to use these grouping definitions to unlock very powerful reporting. You can see another option using GTM – explained as second example.
Below an example of how content grouping is set up, by using Rule definitions. Be aware that only 5 content groups are available in a Google Analytics View.
To enable this, all Views must have the Content Grouping created. Go to Content Grouping the the View Admin:
Create a new Content Grouping definition:
Give your Content Group a name “General” and scroll down to the bottom option “GROUP USING RULE DEFINITIONS”.
Click “Create a rule set” for each group that you would like to create.
e.g. Here are the rulesets for the International site – regex code /international(/$|/\?.*|/\#.*)
You can copy and adjust them for your site setup:
Once you have set the rules for each group, the data will start to collect from the point that you saved the group. Note: You will need to wait for about a day to start seeing data in the reports.
There are many benefits for using Content Grouping. A report such as the Navigation Summary report for the All Pages report is a great way to understand how people navigate the site.
If you prefer using Google Tag manager, you can set up a variable to get to the same results.
All new views must be configured with filters, to make sure only the needed data is collected in each view. Most of these filters are already available in the UA-109290164 Google Analytics Account and should be added as soon as the View is created.
Go to the View settings for the newly created view and select Filters. Next you’ll be able to add existing filters.
Once all appropriate filters have been added, you will need to create a filter for your own site. I.e. the Greek NRO will create a filter that INCLUDES traffic to subdirectories that begin with /greece/
This should be adopted to reflect the URL of the country for which you are creating a View.
For this setup, you will need to use a custom dimension called ‘NRO’ which is under the index n. 7
(GA > Admin > Property > Custom definitions > Custom Dimensions > NRO)
1.1. Edit the GA variable (e.g. ‘P4 GP UA ID’) and add a custom dimension under the same index (7). Insert as value the NRO’s name (e.g. ‘Andino’):
Channel Groupings are rule-based groupings of your traffic sources.
Throughout Analytics reports, you can see your data organized according to the Default Channel Grouping, a grouping of the most common sources of traffic, like Paid Search and Direct. This allows you to quickly check the performance of each of your traffic channels.
TheDefault Channel Grouping is more than enough for your P4 view. More on Channel Grouping in Google Analytics.
Enable the “E-commerce” setting in the View Admin, but leave “Related products” switched off.
In the next step you can enable Enhanced E-commerce features. Do not enable these, as Enhanced E-commerce data is not collected.
If your P4 Google Tag Manager setup is done correctly, you should visualize donations in Conversions > E-Commerce > Transactions
|KEY INFO >>
As mentioned in the General Data Protection Regulation (GDPR), IP addresses do qualify as personal information. We decided, therefore to turn on IP anonymization in Planet 4 Google Analytics to ensure that full IP addresses are never written to the disk.
Turning on IP anonymization is easily set up Tag Manager, just by adjusting your tag or Google Analytics Settings variable by clicking into More Settings -> Fields to Set and then add a new field named ‘anonymizeIp’ with a value of ‘true’.
Read more on IP addresses in Google Analytics:
Given that we are not tracking IP addresses, it is important that all employees add one additional step to exclude internal traffic from being consolidated. This can be done by placing a custom cookie in all employees’ browser.
This must be done on all devices and in all browsers an employee might use to access any site of P4. It is recommended that all Greenpeace employees does this.
For other hosts like act.greenpeace.org, you’ll need to do the same thing by sending the staff a link with “?internal” at the end of it.
This will redirect you to the home of your P4 site, and place a cookie in your browser that excludes your browsing behaviour from showing up in Google Analytics reports, regardless of which IP the employees is accessing the site from.
This is crucial, as employees browsing behaviour is irregular and will skew the reporting in Google Analytics.
It possible to have this cookie to exclude IP Address in other GA views than the GPI one (UA-10290164), just add the filter in your local view once you set it up in Google tag Manager..
Once you checked that the cookie is referenced to the right GA view, you have to add the filter to the view. It is a domain cookie, so it works on any of the local sites that use the same cookie…
If you`re using your own Google Analytics property, go to Google Analytics > Admin, then under the property settings click on Custom dimensions:
Then make sure you have the following dimensions in the exact order:
You can add your own dimensions and metrics and use them to collect and analyze data not automatically tracked. But make sure the standard P4 ones matches the Index as above to integerate with the standard GTM setup.
Creating either a custom dimension or a metric is a three-step process (GTM Variable – GTM Tag – Google Analytics view)
1) Create a Trigger in your P4 GTM Container to extract the language from your site URL
2) Create a Tag in your P4 GTM Container using an artificial Json to populate the value “locale” through GTM variable and triggers. This is for Engaging Networks or other platform not using language path in the URL.
3) Create a Variable in your GTM Container to output the same language name
4) in Google Analytics, create a Custom Dimension in Property Settings > Custom Definitions > Custom Dimensions
5) Back to you GTM Container, link your GA Custom dimension to your relevant UA (Universal Analytics = Google Analytics) GTM tags and variables
6) In Google Analytics, create your language segments to simplify your analysis:
7) Apply a the LANGUAGE Segments in your Google Analytics view, and you will be able to tack and compare all pages by language.
To easily consolidate the KPI #17 – Most popular tags, we will have to extract the “Post_tag” custom dimension from the DataLayer and consolidate in in Google Analytics.
1) set up the custom variable in Google Tag Manager.
2) Add the Custom Dimension in Google Analytics view to consolidate the information (in our case the ‘Post tags’ information)
3) Add the Variable to the Tag UA (Universal Analytics) – Page view – GP to establish the connection GTM > GA
Wrong place! Events should be set up in Google Tag Manager and not in Google Analytics anymore 🙂