If you would like to request a paid marketing campaign to support your event, content marketing, or webcast, please create an issue in the marketing repo and use the
Social-Ads template to create an issue. Assign the issue to
All marketing campaigns that are promoted on external sites and through email should use URL tagging to increase the data cleanliness in Google Analytics. For a primer course, please see the training video. This explains the why and how of URL tagging.
Our internal URL tagging tool can be accessed on Google Docs under the name "Google Analytics Campaign Tagging Tool" which can be found on the google drive.
Every Friday a website health check should be performed. This check is meant to ensure that there are no issues with the website that could cause issues with traffic to the site. These are the following things to check to ensure the health of the site:
Issues to look for in each of these tools:
Manual Actionsfor any URLs that have been identified as spam or harmful content.
Information about reporting done by the Online Marketing team and across the Marketing functional group can be found in the Business Operations - Reporting section.
We use a variety of tools to support the other team within the company. Details about the tech stack, who has access and the system admins is found in the Business Operations handbook section.
Occasionally we will need to change URL structures of the website and we want to make sure that people trying to view those pages can find the information they need. Because working with the NGINX setup is a technical process, so we rely on the Production team to help with these requests.
Make the request in the
#production channel on Slack. Provide the following:
Dimensions are the different attributes of your data. For example, the landing page is a dimension that is the first page a person views when they come to the site.
Metrics are the numbers that are being measured, such as number of page views or number of sessions.
Each dimension and metric has a scope, so it’s important to understand the three different scopes:
Due to the scoping, not every dimension can be combined with every metric. In most cases, the dimensions and the metrics should match the scope.
You can use the calendar in the top right to set the active date range. You can also select the
compare to box to compare metrics from different time periods. This will allow you to see month over month or year over year growth for the desired metrics.
Annotations are used to mark a point in time in Google Analytics. They can be used to mark an important event such as a change to the set-up of Google Analytics, or an event that heavily impacted traffic positively or negatively.
To create an annotation, double-click on a date. The double-click will bring up the annotation field where you can enter details, and select
public. Public annotations can be seen by anyone that has access to that view within Google Analytics, and private annotations can only be seen by you.
Most reports have a data table below the graph. The data tables contain a dimension and associated metrics.
Primary Dimension of the data tables can be changed by selecting a different primary dimension from above the table.
A secondary dimension can also be added by clicking on the
Seconday Dimension button above the table and selecting the secondary dimension you’d like to add to the table.
The audience reports are used to understand characteristics of your users such as location, and browser used, and user behavior over multiple visits such as average session time.
The acquisition reports help you know how people find the website. These reports will help you to analyze the benefits of the different digital marketing efforts that you are involved in.
All Traffic > Channels report breaks down all the different channels that are sending traffic to the site. You can click on any of the channels to drill down and get more granular data about that specific channel. For example, if you click on the
Referral channel, you will see which sites are referring traffic to your site.
The behaviors section is about how users use the website. This includes what pages of the site people are looking at as well as how they flow through the site.
All Pages report shows the number of times a given page was viewed within the selected period of time. You can change the primary dimension to
Page Title if it is easier to tell what the page is by looking at the title rather than the URL.
Avg. Time on Page and
Bounce Rate can be used to find underperforming content or content that is very engaging to users and can be used in future marketing efforts.
Landing Pages and
Exit Pages reports are scoped at the session and tell us how many people are beginning a session at a certain page (landing page) and how many people are ending a session at a certain page (exit page).
These reports can be valuable to see what content is bringing people to the site and what content is causing people to leave the site.
Events can be set up to track actions that people take on the website, such as clicking links or selecting drop downs. These events can be set up in Google Tag Manager and for the most part won’t require any additional code to be placed on the website.