How do I know if I have Global Analytics Installed?
Why Google Global Analytics? In June of 2018, Safari introduced Intelligent Protection, which meant that third party cookies were blocked, unless you unblocked them, within the Safari browser. Third party cookies included Google Analytics.
As you can imagine, this left a gaping hole within Google Analytics data, and so Google had to respond, and they did with Google’s Global Analytics.
Google’s Global Analytics uses a loophole to collect that data, and is now pretty much a mandatory requirement if analytical data about your online company is important to you. Why wouldn’t it be?
Of course, many companies are still using the previous versions of Analytics, and if you are not sure, then below are a few different ways you can check:
2) View Source. When you hover over the side of a web page, you can right click and then “View Source” this enables you to see the code on that page. Once there, Control F to find and type in “Google” to see what you have.
Installing Global Analytics
Find Google Global Analytics Tracking Code
If you have identified that you are not using Google’s Global Analytics, then the next step is to install it on every page of your website. However, to do this you need to find your unique code in the first instance.
So get yourself logged into Google Analytics and click the Admin Cog in the bottom left hand corner.
Once you have clicked the admin cog, you will see 3 columns (as long as you have all admin rights) and you want to look in the middle column for “Tracking Info”.
When you open “Tracking Info” you will see “Tracking Code”, open that to reveal your code, which will look something like this:
Save your code for installation on every page of your website.
Install Tracking Code in a website
To install the tracking code, you need to be able to add it in either “Google Tag Manager” or in the header file of your website. On some HTML based websites, you may need to install this manually on every page, but for WordPress, OpenCart, OS Cart, Magento, Drupal etc… you can usually add this in a common header file that appears across all pages. Please note, you may hgave different templates within your theme, and therefore multiple headers, so make sure you implement within then all.
The copied code needs to go into the header file before the close head tag. In other words it needs to go between <head> and </head> usually near the bottom closer to the close tag.
Install Using Google Tag Manager
If you are familiar with Google Tag Manager, and already have an account, then chances are you will have already done this part, which is installing Google Tag Manager into the website. You do this instead of adding the code in the way described above, but you replace the code with the tag manager code, and add all analytics code in there instead.
You copy the first element of code provided and paste it onto every page of your website. Paste this code as high in the <head> of the page as possible. You have a secnond element of code you need to add for Tag Manager, and you paste this unique piece of code provided immediately after the opening <body> tag – Note, the code below is ONLY AN EXAMPLE, use the one provided in Tag Manager for your website container.
Adding Conversion Tracking
Conversion Tracking with Tag Manager
When you see Tag Manager for the first time, it can look a little confusimng, but it is simple enough once you get the hang of it, and the benefits outweigh not getting used to the system.
You have a container per website, you have a tag, and you tell the system when to fire that tag, which means you can add tracking on certain web pages only, or when something meets a certain criteria. A lot of tags are ready to install in one click too, saving you a lot of time, and you can add users to Tag Manager, meaning you can allow your SEO or Paid Management company access without them touching sensitive areas of your website.
Firstly “add a tag”
Here you will see a list of pre-written tags you can add. The list is extensive, and may also prompt you to look at other analytical tracking software.
Choose “Conversion Linker” and the click Triggering and select a trigger to have the tag fire on All Pages.
This automatically detects the information about the click that brought someone to your site in the landing page URLs. Don’t forget to SAVE and PUBLISH your tag configuration.
Conversion Tracking in Analytics
Tracking conversins in Google Analytics without using Tag Manager is by far more challenging. Firstly, you need to determine what you would like to measure, what you would consider to be a goal.
Examples would be:
Click to call from a mobile
Click to send and email
Completed Fand Submitted Form
In Google Analytics, you need to set these up individually, so head back to the admin area (cog, bottom right) and choose the third column and look for Goals.
You then want to create a new goal.
Creating Goals in Google Analytics
To create conversion goals in Analytics, first you must determine what it is that you would consider a successful metric for measurement. I often see things like “visited more than 3 pages”, which for most businesses means nothing more than a targeted engagement measurement. For my mind, I like to see meaningful KPIs being measure like “Clicked to send and email” or “Contact Form Submission” or even “PDF Download” if that is perhaps a form your business uses to close a deal, or for brand awareness measurement.
Once you have identified your KPIs then you are ready to start measuring those goal conversions in Analytics.
Back to the cog which takes you to admin. This time you are looking at the third column and then hit “goals”
In here you will see all previously created goal, which are truned on and off for reporting in analytics, and also the actual conversions recorded over the past 7 days. Please note that as of the time of writing this, you are allowed 25 goals only, so repurpose goals that are not recording conversions, or are not meaningful if you run out.
To add a new goal, simply click “Add New”
Once you have clicked this, you will be presented with a number of options, some are already predetermined for you to make life easier, the one we are going to focus on is “Custom”
Tracking a thank you or success page is an obvious choice, and this is handled straightforwardly in type Destination, you simply ignore the www.m3sm.co.uk part of the domain, and add in the /domain-extension/ part. Tracking who lands on your contact page only tells you that your contact page is popular, tracking a form submission using a form thankyou page will tell you how many people have actually submitted a form.
You can also track events, and this is really important to get to grips with as an event can be a click to call, click to email, pdf download etc which do not have a URL at all. You can track all form submissions in event tracking as well, it’s simply a different method of the one described above.
Tracking Events in Google Analytics
To track an event, you need to tell Google what that event is, and what the user does to trigger that event. There are a few common events we can look at.
Firstly, name your event, then click the “event” radio button and press “Continue”.
Then complete the details, in the above instance, we are tracking Click to Call from a mobile device. So we tell it we are looking to track a category named Call, and that the event that triggers this is a click.
Similarly, we use the same type of event tracking for email link clicks.
The list is endless, and for some websites you will need to add in additional code around a button or an email for this to work, and in some cases, you may need to play around with the event categories and actions until you get it right. To test, go to “live” within Google Analytics, make sure your IP is not being filtered out and click that email or phone number to see if it tracks it.
For WordPress users, a very useful plugin to make this easier is Gravitate which we have used over and over with no issues.
Good luck, and if you need any help at all, please do not hesitate to get in contact.
Tracy Spence is Sales and Marketing Director at M3 Strategic Marketing Ltd, based in Northampton UK. Tracy takes the lead when it comes to Social Media, Search Engine Optimisation and all things Conversion, including online User Behaviour.