In this video, we will show you how to build you own customised funnel using built-in Google Analytics features(enhanced Ecommerce tracking) and Google Tag Manager – even if you don’t have an Ecommerce website. This will help you get super actionable insights and segments to help you in your marketing. So lets jump in!
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– [Voiceover] In this video, I’m going to show you how you can build your own customized funnel into Google Analytics with the help of the Enhanced Ecommerce Tracking Functionality of Google Analytics and Google Tag Manager, and I’ll show you how to do all this, although you don’t have Google Analytics running on an ecommerce website. All and more coming up. So, let’s dive in. Hi there and welcome to another video of measureschool.com, where we teach you the data-driven way of digital marketing. My name is Julian, and in this video, I’m going to show you how you can build such a funnel into Google Analytics with the help of the Enhanced Ecommerce Tracking feature, although you don’t have Google Analytics running on an ecommerce website. So, most people think of visualizations of a funnel as the goal funnela that you can define in your Google Analytics and see how many people gone through each step. I don’t have one set up right here, but normally, you could define them within your goal settings, and define each funnel step that you want to register in your Google Analytics and see it in this Funnel Visualization Report. Unfortunately, funnels only work with page views. So, you would need to have very distinct pages to lead your user through, and at the same time, they’re not very flexible when it comes to the analysis of these funnels. So, for example, you can’t really segment them to draw further insights out of the different users that go through this tunnel, but not long ago, Google Analytics introduced the enhanced functionality of the Ecommerce Tracking that gives you a lot of different reports that are new to Google Analytics if you are running an ecommerce website. Now, really what this does is just put some labels on very specific ecommerce functionality, such as product and to check out or purchases. So, we want to bend the rules a little bit and build such a funnel visualization for our purposes as well, even though we don’t run an ecommerce website, and have the benefit of seeing how many people went through this funnel but also being able to build a segment of the people who dropped out and being able to use our custom segments in this view as well. In order to show you all this, I’ve made up a little example. So, we have here an offer page, which will be our first page that the user will see, and this represents our first funnel step. Then the second funnel step would be the click of this button, and the third funnel step would be the fill out of this form and also submitting this form. So, we’ll get a accurate representation of how many people have viewed an offer how many click that button and how many people submitted our form. So, let’s set this up with the help of Google Tag Manager. In our Google Tag Manager account, we have a normal pageview tag, and now we want to first of all send these interactions over to Google Analytics. So, the first thing that we wanna track is has somebody viewed this offer, and we will do this all through Event Tracking. So, let’s send over an Event when somebody viewed this page. Let’s go into Google Tag Manager, build a new tag, which will represent our GA tag for our Enhanced Ecommerce Tracking Funnel, and this will be the Step Number One, which will fire on the offer viewed. We’ll choose Google Analytics, choose Universal Analytics, and we already have our tracking ID saved in a variable, which is Google Analytics ID. Now we can go as a check tab, choose Event, and we can freely choose our Category Action Label. In our case, I will send in Enhanced Ecommerce Tracking Funnel Events. This will be our Step Number One, which will happen on the page view of the offer. Now, I will set this Non Interaction hit to True because it will fire upon our page view, and we don’t want it to affect our bounce rate. So, let’s set this to True, and click on Continue. As the trigger, we will simply make up a new trigger, which will be our Offer Viewed, which will fire on the Page View and only on some page views, where the page path equals offer. Let’s create this trigger, create this tag, and try this all out. Let’s go into our preview inmode, go to our page, reload our page, and we see upon our page view that our offer event has fired and we should also be able to see that in our real time reporting under Events, and be sure to click the Events Last 30 Minutes, which will show all the events that have come in. We have here our EE Funnel Step Number One. So, this works as expected. Now the next step that we wanna track is actually to click on this button. I have already prepared a trigger for this. Now, if you wanna know how I prepared this trigger, then go back to our button, click Tracking Video. That will explain how to set this up. We’ll just proceed and connect this trigger to our tag, which will be a modified tag of our first tag here. We’ll copy this and set this up to number two, which will be our Button Clicked, and that change our Event Values around. This will be Step Number Two, and this will be the Apply Now button. In Non Interaction, hit can now be set to False, because this is actually a hit that would affect the bounce rate, and we can go with continue and choose the right trigger, which we already have prepared as the Apply Now button. Let’s create this, try out this step as well. We have a problem here. The variable click ID is not defined, should have caused me to always enable before we build our event triggers. So, we’ll do this and I’ll also do this for the form. Now we should be able to refresh. Yes, and let’s go back, reload our page, and I click on this Apply button with the command key pressed so it opens up in a new tab. We see our fifth event is the gtm.linkClick which fired our funnel step number two, and we should also be able to see that in our Active User Event Report of the real time reporting. Here we go. Step Number Two successfully fired. Now, all we need to do is track the third step, which is this form submission, and again, I have a trigger already prepared for this in our Google Tag Manager account. If you want to know how to set this up, please follow Event Tracking video. All we need to do now is go into our tags and connect it up to a tag. So, let’s copy one of these events again, rename them and change the action step to number three. So happen under Form Submit, and create this tag. Whoops, I forgot to change the actual trigger, which we still needed to do. So, let’s try that. That should do it. Refresh, now we’ll go back to our Contact Us page and fill out the form with some test data and click the Send button, and I will click the Escape key right afterwards so our browser doesn’t forward us on. Here we go. We have our 5th form submit with our Funnel Step Number three that gets in over to Google Analytics. Let’s check that out. You see here our third funnel step that was registered. So, now we have all the interaction at least gathered within Google Analytics and we could already figure out a funnel with all the data that we have in the event report now, but what would be the step to actually go from the raw event data to a checkout behavior report that we could actually use. Well first of all, we need to prepare our Google Analytics account. So, in the Admin section, you can go to your Ecommerce settings and although you don’t have an ecommerce site like we have there, you can go ahead and build your funnel steps. All you need to do is Enable Ecommerce Tracking, Enable Enhanced Ecommerce Tracking and then add your funnel steps right there. These are just labels. So, you can name them whatever you want. Just be sure that they are in the right sequence so the first one would be your first funnel step, in our case Offer. The second one would be Apply Now, and funnel step, you wouldn’t enter because this is a special transaction that would be sent over to Google Analytics. So, you don’t need to define the last or the final or the goal funnel step but only the real steps that lead up to the actual conversion. Once you have done that, you can submit everything, and prepare your Google Tag Manager account to send in the right data. All we need to do is install enh