* Implementation of Google Analytics & Google Tag Manager
* With the Google Analytics tagging plan, you can collect all the information you need to evaluate your website. This tool is primarily designed for e-commerce sites, but can also be applied to any other type of website.
What is an Analytics tagging plan?
Google Analytics is one of the essential tools for analyzing and measuring website traffic. To adapt this solution to your needs, you'll need to set up a tagging plan, also known as a marking or tracking plan. The official definition of a tagging plan is as follows: The tagging or marking plan is a document describing the organization and implementation process on a website of tags from the web analytics solution, enabling the measurement and analysis of a website's audience. With the creation of an Analytics tagging plan, it's no longer just a question of tracking the number of visitors, but of adapting this analysis solution to the structure of your website.
The aim: to know exactly how visitors behave on your site's pages.
Google Analytics automatically provides you with a number of indicators, such as :
Time spent on site
Number of visitors
Source of traffic
Searches on the site, etc.
The tagging plan takes data collection a step further. The Analytics tagging plan adapts completely to the structure and tree structure of your website. It takes the form of an excel document listing the pages to be tracked and the types of information to be collected on them. Each page has a tracking code to integrate.
A number of types of information can be collected using this tagging plan:
• Newsletter registration
• Contact form response
• Products added to basket
• Video viewing
• Sharing on social networks
• Order abandonment points
Depending on the nature of the pages, it's useful to obtain certain information. For example, in the case of a product page, it may be interesting to know whether the user has consulted product reviews, clicked on the demo video or suggested items, and added the product to the shopping cart. The Google Analytics tracking plan can also help you evaluate the Return on Investment (ROI) of a Google Adwords paid search campaign.
How do I set up a Google Analytics tracking plan?
Before setting up a Google Analytics tagging plan, you need to define the KPIs (Key Performance Indicators) that will enable you to highlight the results of your web marketing strategy.
E.g.: average basket size, number of sales per day, etc.
Once the KPIs have been defined, the starting point for a Google Analytics tagging plan is the web tree. This involves classifying the various pages into categories and sub-categories.
Next, markers are assigned to each page. These tags will be used to collect data. The Analytics tagging plan is not set in stone, and can evolve over time according to your needs and the development of your website. It's important to review it regularly and adapt it to new issues.
* Actions to be implemented :
- Content grouping
- Segment / Engagement profile
- Data layer enrichment
- Creating remarketing tags (Google and Facebook)
- Conversion tunnel configuration in Google Analytics
- Configuration of acquisition channels in Google Analytics