search marketer's toolkit for google tag manager and google analytics

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Reaktor Mannerheimintie 2 00100, Helsinki Finland tel: +358 9 4152 0200 www.reaktor.com [email protected] Confidential ©2015 Reaktor All rights reserved SEARCH marketer’s toolkit Google Tag Manager & Google Analytics Simo Ahava Senior Data Advocate

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Page 1: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Reaktor Mannerheimintie 2 00100, Helsinki Finland

tel: +358 9 4152 0200 www.reaktor.com [email protected]

Confidential ©2015 Reaktor All rights reserved

SEARCH marketer’s toolkit Google Tag Manager & Google Analytics

Simo Ahava Senior Data Advocate

Page 2: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Simo AhavaSenior Data Advocate, Reaktor

Google Developer Expert, Google Analytics

Blogger, developer, www.simoahava.com

Twitter-er, @SimoAhava

Google+:er, +SimoAhava

Page 3: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016

Why customize?

Page 4: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016

Why customize?Google Analytics is GREAT out-of-the-box, right?

Page 5: Search Marketer's Toolkit for Google Tag Manager and Google Analytics
Page 6: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

PAGEVIEWS

Page 7: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

PAGEVIEWS

BOUNCE AND CONVERSION RATE

Page 8: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

PAGEVIEWS

BOUNCE AND CONVERSION RATE

SESSIONS

Page 9: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics Session

Page 10: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics Session

Group of interactions that takes place on a website

Page 11: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Page 12: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Page 13: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes…

Page 14: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Page 15: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Page 16: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Unless it’s implemented incorrectly…

Page 17: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Page 18: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Unless you’re using Google Tag Manager…

Page 19: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…

Page 20: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…

There’s also the sessionControl parameter…

Page 21: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…

There’s also the sessionControl parameter…

Lets not forget mobile and single-page apps!

Page 22: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…

There’s also the sessionControl parameter…

Lets not forget mobile and single-page apps!

Who knows what else happens server-side?

Page 23: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…

There’s also the sessionControl parameter…

Lets not forget mobile and single-page apps!

Who knows what else happens server-side?

Cookies, localStorage, persistent data stores!?

Page 24: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

@SimoAhava from @ReaktorNow | #2015ac | 8–11

Page 25: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

@SimoAhava from @ReaktorNow | #2015ac | 8–11

X

Page 26: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

All metrics and dimensions used by a platform subscribe to the definitions of said platform!

GPeC Summit 11-May-2015 | @SimoAhava

Page 27: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

All metrics and dimensions used by a platform subscribe to the definitions of said platform!

GPeC Summit 11-May-2015 | @SimoAhava

sessionized

Page 28: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016

Google Tag Manager

Page 29: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016

Google Tag ManagerThe best only way to deploy Google Analytics tracking

Page 30: Search Marketer's Toolkit for Google Tag Manager and Google Analytics
Page 31: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Tag Manager

Lets you create and deploy trackingand measurement scripts with ease.

Page 32: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Tag Manager

Lets you create and deploy trackingand measurement scripts with ease.

Facilitates interaction between variousdepartments within your organization.

Page 33: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Tag Manager

Lets you create and deploy trackingand measurement scripts with ease.

Facilitates interaction between variousdepartments within your organization.

Allows you to focus your time on analysisrather than implementation.

Page 34: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Tag Manager

https://analyticsacademy.withgoogle.com/course/5

Page 35: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016

Tricks and methods

Page 36: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016

Tricks and methods…for search marketing via Google Tag Manager…

Page 37: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

WHY?

Page 38: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

WHY?

Scroll% & Read%

Page 39: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

WHY?

SERP Bounce Time

Page 40: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

WHY?

Content Funnel

Page 41: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

WHY?

Article performance

Page 42: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

#1: Inject Meta Data Dynamically Into The Page

http://goo.gl/PJmQuR

Page 43: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Custom HTML Tag

<script> (function() { // The NAME attribute of the meta tag: var name = 'description'; // The CONTENT attribute of the meta tag: var content = 'Simo Ahava\'s blog provides a unique, understandable, and relatable peek into the digital world.';

var m = document.createElement('meta'); m.name = name; m.content = content; document.head.appendChild(m); })();</script>

Page 44: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Page View Trigger

"Inject the Meta Tag during the page load sequence as soon as Google Tag Manager has loaded"

Page 45: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

+ +

Page 46: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

#2: Inject SERP Enrichments Into The Page

http://goo.gl/zbTZC9

Page 47: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

<script type="application/ld+json">{ "@context": "http://schema.org", "@type": "WebSite", "url": "http://www.simoahava.com/", "potentialAction": { "@type": "SearchAction", "target": "http://www.simoahava.com/?s={search_term}", "query-input": "required name=search_term" } }</script>

Custom HTML Tag

Page 48: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Page View Trigger

"Inject the JSON-LD during the page load sequence as soon as Google Tag Manager has loaded"

Page 49: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

https://developers.google.com/structured-data/

Page 50: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

+ +

Page 51: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

#3: Track Structured Data As Content Attributes

Page 52: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

function() { var jsonLd = document.querySelector('script[type*="ld+json"]'); return jsonLd ? JSON.parse(jsonLd.innerHTML) : {};}

Custom JS Variable 1: {{JSON-LD}}

Page 53: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

function() { return {{JSON-LD}}.author.name || undefined;}

Custom JS Variable 2: {{JSON-LD - author.name}}

Page 54: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

function() { return {{JSON-LD}}.datePublished || undefined;}

Custom JS Variable 3: {{JSON-LD - datePublished}}

Page 55: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

function() { return {{JSON-LD}}.headline || undefined;}

Custom JS Variable 4: {{JSON-LD - headline}}

Page 56: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics View Settings

Page 57: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Tag Manager - Page View Tag

Page 58: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics - Site Content - All Pages

Page 59: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

#4: Article Attributes As Content Groups

http://goo.gl/uQi71z

Page 60: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Custom JS Variable: {{JS - Blog Images}}

function() { // Make sure the selector points to your content element var content = document.querySelector('.entry-content'); var imgs = content.querySelectorAll('img').length - 1; if (imgs>20) return '21+'; else if (imgs>15) return '16-20'; else if (imgs>10) return '11-15'; else if (imgs>7) return '8-10'; else if (imgs>5) return '6-7'; else if (imgs>3) return '4-5'; else if (imgs>1) return '2-3'; else if (imgs>0) return '1'; else return '0';}

Page 61: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Custom JS Variable: {{JS - Blog Length}}

function() { // Make sure the selector matches your content element var content = document.querySelector('.entry-content'); var wCount = 0; var cText = content.textContent || content.innerText; cText = cText.replace(/(^\s*)|(\s*$)/gi,''); cText = cText.replace(/[ ]{2,}/gi,' '); cText = cText.replace(/\n /,'\n'); wCount = cText.split(' ').length; if (wCount>3000) return '3k+'; else if (wCount>2500) return '2.5k-3k'; else if (wCount>2000) return '2k-2.5k'; else if (wCount>1500) return '1.5k-2k'; else if (wCount>1100) return '1.1k-1.5k'; else if (wCount>800) return '800-1.1k'; else if (wCount>500) return '500-800'; else if (wCount>200) return '200-500'; else return '<200';}

Page 62: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Custom JS Variable: {{JS - Blog Title Length}}

function() { var title = document.title; var wCount; title = title.replace(/(^\s*)|(\s*$)/gi,''); title = title.replace(/[ ]{2,}/gi,' '); wCount = title.split(' ').length; if (wCount>20) return '21+'; else if (wCount>16) return '17-20'; else if (wCount>12) return '13-16'; else if (wCount>10) return '11-12'; else if (wCount>8) return '9-10'; else if (wCount>6) return '7-8'; else if (wCount>4) return '5-6'; else if (wCount>2) return '3-4'; else return '<3';}

Page 63: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Page View Tag

Page 64: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Google Analytics - Site Content - All Pages

Page 65: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

https://support.google.com/analytics/answer/2853423?hl=en

You can create up to five Content Groupings."

Page 66: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

https://support.google.com/analytics/answer/2853423?hl=en

You can create up to five Content Groupings."

Page 67: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

https://support.google.com/analytics/answer/2853423?hl=en

You can create up to five Content Groupings."

Page 68: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

https://support.google.com/analytics/answer/2853423?hl=en

"W

You can create up to five Content Groupings.

Page 69: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

https://support.google.com/analytics/answer/2853423?hl=en

"W T

You can create up to five Content Groupings.

Page 70: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

https://support.google.com/analytics/answer/2853423?hl=en

"W T F

You can create up to five Content Groupings.

Page 71: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets

There is a maximum of 20 CustomDimensions (200 for Premium…)"

Page 72: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

#5: Measure SERP Bounce Time

http://goo.gl/bnS5Xz

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Total SERP Bounces

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Total SERP Bounces

Average Dwell Time Before Bounce

Page 76: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

<script> (function() { var s = document.location.search; var h = document.location.hash; var e = {{Event}}; var n = {{New History Fragment}}; var o = {{Old History Fragment}}; // Only run if the History API is supported if (window.history) {

// Create a new history state if the user lands from Google's SERP if (e === 'gtm.js' && document.referrer.indexOf('www.google.') > -1 && s.indexOf('gclid') === -1 && s.indexOf('utm_') === -1 && h !== '#gref') { window.oldFragment = false; window.history.pushState(null,null,'#gref'); } else if (e === 'gtm.js') { window.oldFragment = true; }

// When the user tries to return to the SERP using browser back, fire the // Google Analytics timing event, and after it's dispatched, manually // navigate to the previous history entry, i.e. the SERP if (e === 'gtm.historyChange' && n === '' && o === 'gref') { var time = new Date().getTime() - {{DLV - gtm.start}}; if (!window.oldFragment) { dataLayer.push({ 'event' : 'returnToSerp', 'timeToSerp' : time, 'eventCallback' : function() { window.history.go(-1); } }); } else { window.history.go(-1); } } } })();</script>

Custom HTML Tag

Page 77: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Triggers for the Custom HTML Tag

+ All Pages

Page 78: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Data Layer Variables

Page 79: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Trigger for the Event Tag

Page 80: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Custom JS Variable: {{JS - SERP Time In Seconds}}

function() { return {{DLV - timeToSerp}} < 1800000 ? {{DLV - timeToSerp}} / 1000 : undefined;}

Page 81: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

GA Admin -> Property Settings -> Custom Definitions -> Custom Metrics

Page 82: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Event Tag

Page 83: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

GA View Settings -> Calculated Metrics

Page 84: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Custom Report

Page 85: Search Marketer's Toolkit for Google Tag Manager and Google Analytics
Page 86: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Total SERP Bounces

Page 87: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Total SERP Bounces

Average Dwell Time Before Bounce

Page 88: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

#6: Track Content Engagement

http://goo.gl/M2pqgV

Page 89: Search Marketer's Toolkit for Google Tag Manager and Google Analytics
Page 90: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

x5x10x7x7x8x8x9

Interactive Time = Time when user is actively interacting with the page (keyboard and mouse)

Page 91: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

<script> (function() { var startEngage = new Date().getTime(); var timeEngaged = 0; var idleTime = 0; var idle = true; var idleReport = false; var idleTimer, reportTimer; /* Set the user as idle, and calculate the time they were non-idle */ var setIdle = function() { idleTime = new Date().getTime(); timeEngaged += idleTime - startEngage; idle = true; }; /* Reset the 5 second idle timer. If the user was idle, start the non-idle timer */ var pulse = function(evt) { if (idle) { idle = false; startEngage = new Date().getTime(); idleReport = false; } window.clearTimeout(idleTimer); idleTimer = window.setTimeout(setIdle, 5000); }; // Utility function for attaching listeners to the window var addListener = function(evt, cb) { if (window.addEventListener) { window.addEventListener(evt, cb); } else if (window.attachEvent) { window.attachEvent('on' + evt, cb); } }; /* Push an event to dataLayer every 15 seconds unless the user is idle. Also, push an event when the user leaves the page */ var report = function(evt) { if (!idle) { timeEngaged += new Date().getTime() - startEngage; } // Push the payload to dataLayer, and only push valid time values if (!idleReport && timeEngaged > 0 && timeEngaged < 3600000) { window.dataLayer.push({ 'event' : 'nonIdle', 'nonIdleTimeElapsed' : timeEngaged }); } if (idle) { idleReport = true; } // Fix possible beforeunload duplication problem if (evt && evt.type === 'beforeunload') { window.removeEventListener('beforeunload', report); } timeEngaged = 0; startEngage = new Date().getTime(); reportTimer = window.setTimeout(report, 15000); }; addListener('mousedown', pulse); addListener('keydown', pulse); addListener('scroll', pulse); addListener('mousemove', pulse); addListener('beforeunload', report); idleTimer = window.setTimeout(setIdle, 5000); reportTimer = window.setTimeout(report, 15000); })();</script>

Custom HTML Tag

Page 92: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Trigger for the Custom HTML Tag

Page 93: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Data Layer Variable

Page 94: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Custom JS Variable: {{JS - Get Engagement Time In Seconds}}

function() { return {{DLV - nonIdleTimeElapsed}} / 1000;}

Page 95: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

GA: New Custom Metric

Page 96: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Trigger for the Event Tag

Page 97: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

Event Tag

Page 98: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

GA: New Calculated Metric

Page 99: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

GA: New Custom Report

Page 100: Search Marketer's Toolkit for Google Tag Manager and Google Analytics
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x5x10x7x7x8x8x9

Interactive Time = Time when user is actively interacting with the page (keyboard and mouse)

Page 102: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

#7: Track Content As Ecommerce

http://goo.gl/mUfazN

Page 103: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016

Data is difficult

Page 104: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016

Data is difficultData quality is earned, not acquired

Page 105: Search Marketer's Toolkit for Google Tag Manager and Google Analytics

[email protected]

www.simoahava.comTwitter: @SimoAhava

Google+: +SimoAhava