Category: Google Tag Manager
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You Ask, I Answer: Testing Campaign Creatives with Google Analytics
David asks, “How do you know what pieces of a campaign’s creative were most impactful, such as images, tone, copy, offer, etc.?” The famous direct marketer Bob Stone said in 1968 that all direct marketing is based on list, offer, creative, and that gives us guidance as to what to structure our campaigns around for…
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You Ask, I Answer: Causes of Direct Traffic in Google Analytics
Parker asks, “Why is my direct traffic so large in Google Analytics? Are people really typing my website in that much?” In this video, I review the top 10 causes of direct traffic misattribution in Google Analytics™, including 4 causes that are under your control and fixable. You’ll learn what direct traffic is, why it…
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You Ask, I Answer: How to Set Up Google Analytics Goals for Ungated Content
Marc asks, “How do I set a goal for ungated content? I want to give away something but still be able to track it.” The reason for setting up ungated content tracking is that it lets you feel more comfortable giving away content instead of putting everything behind a registration wall. Some organizations are notoriously…
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You Ask, I Answer: Google Tag Manager vs. Google Analytics
Charles asks, “Is there ever a reason to use Google Analytics tracking codes separate from Google Tag Manager, or should they always be together?” Google Tag Manager should always be the way we deliver Google Analytics, without exception. For a brief period in 2016, we needed to separate them with the Accelerated Mobile Pages protocol,…
