Google Analytics

Google Analytics Informations

In this section you will learn about: 

 

What is Google Analytics (GA)?

How to organize GA account

How to setup and implement GA

Basic Metric of GA

 

 

 

 

 

What is Google Analytics (GA)?

Google Analytics is a tool that monitors the traffic of any site (e-commerce, blog, etc.). With GA it is possible check if the visitors are doing exactly that we expected on the project, and if not, we can discovery opportunities and adjust needed.

 

How to organize GA account.

 

The baseline structure for any Google Analytics account may be found under the Admin tab - including a section dedicated to user management. Any user with Administrator privileges may edit the Account Access Management.

 

 

 

 

Access Management

 

Google Analytics has an universal access structure: Account > Property > View - with GA4 being an exception to this rule (GA4 doesn’t have a View level and is Property based). To access data, users must have a Google email registration. Already existing corporate emails may be used in order to do so - by following this Link and clicking  “Use my current email address instead”.

 

Access may be granted to users in any of the three levels - but we recommend the following governance:

 

• Administrator: admin level access should be only granted to project leads and tech teams that might have their workflow limited by not having full access to features - like creating filters, for instance. It must be noted that Administrators are also responsible for granting accesses to other users.
• Edit: collaborators/service providers usually receive this level of access. Edit permissions provide all of the fundamental functions to work in a project - with the exceptions being the creation of filters and the ability to grant accesses (both still restricted to the Administrator role).
• Collaborate: team/project members that may edit shared assets - as custom annotations and info that the whole team must read and access
• Read & Analyze: usually granted to business partners or project members that only need to visualize the data/insights without editing anything - like strategic partners and advertising agencies, for example.

 

 

How to setup and implement GA.

 

In order to implement the Google Analytics 360 for your business, it is mandatory already has a Google Tag Manager installed in the platform. As the entire implementation will be performed in the GTM tool, for more instructions follow the GTM Playbook.

1. Submit requests for a new property and user access to aligning country, Account Admin.
2. Once a property is a setup and access granted, follow the steps below to install the GA ID onto the business’s platform.

Finding the Google Analytics ID

To find the GA ID:

 

 

1. In Google Analytics, on the bottom left corner, click Admin Settings.
2. In the property column, click in Property Settings.
3. The Tracking Id can be identified by his structure UA-XXXXXXXXX-X
4. Copy and save this tracking id for later. To Mobile Apps Implementation will be instruct below.

 

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• Installing GA via GTM

Consult the GTM documents for all specification and instruction.

 

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Creating Custom Dimensions

For improve the data collection and define a better understanding on the user behavior we create custom dimension to fill all the information that are relevant for map the user interactions.

Our suggestion is the name of custom dimension be like: cdXXX: name, where XXX will be the custom dimension id with 3 digits and name the name of custom dimension, below we list the custom dimensions:

Name	Id	Scope
userUid	20	User
Cid	21	User
td_global_id	22	User
kuid	23	User
fbclid	24	Session
brand	40	Session
cms	41	Session
country	42	Session
city	43	Session
language	44	Session
site type	45	Session
GTM Id	46	Session
login	80	Hit
pageName	81	Hit
pageType	82	Hit
step_number	83	Hit
product	100	Hit
sku	101	Hit
cdp_campaign	102	Hit
Component name	103	Hit
Element Text	104	Hit
Coupon/QR Code id/Transaction ID	150	Hit
ml volume per unit	151	Hit
number of units	152	Hit
free units	153	Hit
price per unit	154	Hit
currency	155	Hit
cupom_description	156	Hit
POC ID	157	Hit
POC name	158	Hit
bees_point	159	Hit

 

For the specification of those values, please consult the dataLayer document.

One more detail, pay attention to the scope of each custom dimension to do the setup.

 

Important to know, the custom dimensions (cd) are grouped by scope:

1. Custom Dimension 1-19:

Leave for the legacies (if exist any setup already)

2. Custom Dimension 20-39: User information

This range will be filled with information with user identification of any platforms:

userUid: unique id to cross with the base of leads or user identification

Cid: Google Analytics ID

td_global_id: CDP id

kuid: DMP id

fbclid: id of reference of Facebook (represents the user and campaign interaction)

3. Custom Dimension 40-79: site information

This range will inform characteristics from the site, like brand, language, etc:

Brand: site brand

Cms: indicate if the site is in DaVinci or not

Country: indicate the user country

City: indicate the user city

Language: indicate the site language

site type: indicate the site type

GTM Id: record the GTM ID and version

4. Custom Dimension 80-99: page information

This range will be responsible to identify the information from the pages.

Login: indicate if the user is logged or not

pageName: populate the page name

pageType: indicate the page type

step_number: for user flow in the form, or registration, indicate the step number

5. Custom Dimension 100-149: interaction information

For elements interaction we have this information:

Product: indicate the product (name, volume, etc)

SKU: indicate the Id of identification of the product

cdp_campaign: indicate the campaign from CDP to cross the information with the CDP database

Component_name:indicate the component name

Element_Text: indicate the text of the component or image name

6. Custom Dimension 150-200: transaction information

This range will be responsible to fill the information for a purchase, or any transaction information:

Coupon/QR Code id/Transaction ID: Id to identify the transaction

ml volume per unit: indicate the volume of the product

number of units: total number of units in the transaction

free units: number of free units

price per unit: price per unit

currency: currency of the transaction

cupom_description: short text to describe the coupon

POC ID: ID from the POC

POC name: Name from the POC

bees_point: Bees point generated by the transaction

 

 

 

To create the custom dimension on Google Analytics, access the admin menu and look for custom dimension:

 

 

Click on create new custom dimension:

Fill the name and the scope:

 

Attention, you should create the custom dimension in order (1,2,3, etc), for those that we didn’t specify the function, leave the scope as hit and name as only cdXXX.

 

Basic Metric of GA.

 

Time Spent on Page / Average Session Duration

 

The Time Spent on Page metric specifies the amount of time a user spent browsing through a specific page during any given Session. It’s not the same as the Average Session Duration metric - even though the base concepts are simpler, the latter considers any group of pages navigated during a Session and then calculates the average time spent.

 

Conversion Funnel

 

A conversion funnel encompasses the measurement of the key steps taken by any user on the path to converting/purchasing. The starting point is usually the visit/session, drilling down on specific behaviors along the way. In an eCommerce environment, for example, a funnel will usually consider steps like Product Detail Views, Adds to Cart/Cart Abandonments and Checkout Steps - and also the measurement of the percentage of users lost along each step in order to understand and minimize bottlenecks.

 

 

Events

 

An event is registered with almost every relevant action taken by users in an environment: interactions with website elements, clicks, transactions. The tagging process described above is necessary in order to create unique identifiers for each of those actions - and whenever the conditions are met, an event is successfully fired. An event comprises the following attributes:

 

• Category (required): Describes how the analyzed objects are grouped/categorized (ex.: Videos)
• Action (required): Describes the exact event type/interaction in a specific Web object (ex.: Play)
• Label (optional): Non-mandatory complement used to complement the fired event with extra descriptions (ex.: GA Workshop)

 

 

Goals

 

A Goal is used to measure specific conditions (notable examples being transactions, specific events, or even a given number of visits for page) as key success factors in any given environment.

The criteria for setting up a Goal are customizable - and depend mostly on the desired business objectives. Setting up Goals, however, makes it simpler to track key performance indicators on any given report.