Sourcing Medium

Tracking SaaS Trial Conversions 
with Google Analytics via Google Tag Manager and Google Measurement Protocol

Transcript

1. Tracking SaaS Trial Conversions 
 with Google Analytics Sourcing Medium
2. “Well, we know where we're going, But we don't know where we've been.” Talking Heads, Road to Nowhere
3. sites Using analytics Tools None GA Yandex.Metrika LiveInternet WP Stats 3.2% 3.6% 3.7% 49.1% 39.3% W3Techs.com, 28 May 2014
4. Disconnected
5. HOPE
7. This crowd
9. It’s universal
11. Google Tag Manager
15. <script>! dataLayer = [{! 'Account ID': <%= current_account.id.to_s.to_json %>! }];! </script>! ! <% unless development? %>! <noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-BLAH"! height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>! <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':! new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],! j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=! '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);! })(window,document,'script','dataLayer','GTM-BLAH');</script>! <% end %>! GTM + Data Layer EXAMPle
16. Problem Children
17. Offline Transactions
18. HTTParty.post \! "http://www.google-analytics.com/collect", :body => {! :v => 1, :tid => ENV['google_analytics_tid'], :cid => data["Account ID"],! :t => 'transaction', :ti => data["Payment ID"],! :tr => data["Billing Amount"],! :ts => 0, :tt =>0, :cu => 'USD' }! ! # register one item in the transaction! HTTParty.post \! "http://www.google-analytics.com/collect", :body => {! :v => 1, :tid => ENV['google_analytics_tid'], :cid => data["Account ID"],! :t => 'item', :ti => data["Payment ID"],! :ip => data["Billing Amount"],:iq => 1,! :in => data["Plan Name"], :ic => data["Plan ID"], :cu => 'USD' } passing offline transactions to GA via Tag Manager
19. POSSIBILITIES ✴ Mapping source/medium to CRM ✴ Dynamic onboarding/lifecycle ✴ Customized tutorials
23. Lauren Ancona @laurenancona laurenancona.com