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Web Analytics Setup

Setup Web Analytics Tools – Google Analytics or Adobe Analytics Omniture

Google Analytics Setup and Installtion

Google Analytics GA records the user activity on a website through JavaScript tagging, so web user activity data is recorded when any page or landing page on the website is viewed using a web browser. So, if you want to start user activity tracking on website with Google Analytics, the 1st step is to create an google analytics account. If you have a Google AdWords or Search Console Google Webmaster Tools account, it’s best to use the same login id for each of these.

Once an analytics account has been created you can add one or more ‘profiles’ during setup – either for the same digital website or for other campaigns or websites that you may want to track. As you create a profile, Google analytics tool will provide you with the code ‘snippet’ that will need to be embedded or added to your website. Google analytics also helps this tracking process by providing some other code snippets which are dependent on the type of technology you have used in your website.

The most important part of installing Google Analytics (GA) is the code snippet is added to every page of your website or landing pages – ideally you will have a common include file in the ‘head’ section of every page, so that the GA code will automatically be added throughout the site. Also it’s very important to confirm that all pages have the GA code added – including any landing pages or pop-ups that use a unique URL, or any confirmation or thank you pages that are displayed once a user fills the online form or sales checkout have been completed.

Digital Analytics Tracking

Google Analytics tool can be very flexible in tracking different user activities on a website – some of this tracking requires more advanced coding on one or more pages of a website, but the typical options that can be used and should be considered are:

Filters
you can add filters to different profiles for the same website, such as tracking visits that exclude (or only come from) your own office location, based on an IP address. These visits may skew the overall results if internal use of the site is heavy.

Cross-domain tracking
if your website visitors are likely to interact between different domains that you own, or sub-domains of your site, then you can track this activity through Google Analytics.

Goals
the use of goals is an important way of tracking user interaction with your website, such as submission of an enquiry form or newsletter request, or above average interaction of the site. Up to 20 goals can be tracked within an analytics profile.

Events
if you want to track clicks to external websites or files (such as PDF downloads) where you can’t add analytics code, then Event Tracking can be set up to record the number of clicks on each link.

E-commerce tracking
this is essential for retail websites, so that product purchase information can be tracked and recorded against marketing activity to provide ROI data.

Search
if your site uses a search function which can be tracked in analytics, you will need to set this up to display usage of the function and the search terms being used.

Google Tag Manager (GTM)

 
 
Google Tag Manager (GTM) requires a different setup steps to Google Analytics GA, although the same basic process of adding a GA snippet code to every page of your landing pages or website remains the same.
 
However, once the Tag manager GTM code is in place, you then need to add all the tracking code requirements that you will be using within this Google analytics tool, including setup, implementing and checking GA Analytics through this code, and all the tracking options, such as goals, events, that might be required.
 
This process involves the use of triggers, containers and tags to enable Google GTM to record each activity on your website and to record and send additional data into your Google Analytics account. You need to go through admin setup process in Google Analytics as well, but you potentially have more flexibility in tracking a wider range of user activities on your campaigns or website when using the GTM interface.
 
If you would like help or further information with the setup and implementation of your Google Analytics or GTM account, please get in touch and we’ll be pleased to help. 
 
Alternatively, if you are thinking of using website analytics for the first time, or have already started tracking your visitor data, we can provide you with a FREE analytics assessment to give you an idea of the key elements you should be tracking and reviewing to increase the performance of your website.
 
Contact us for Google Analytics or Google TAG Manager GTM  in Houston, San Antonio, Dallas or Austin

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