- [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.
(electronic dance music)
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 in (mumbles) mode,
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 enhanced
ecommerce tracking variables,
and we would need to model the ecommerce
object as it is explained in the Developer resources
of Enhanced Ecommerce Tracking Specifications.
So, for example, we have here data layer
that pushes an ecommerce object into the data layer,
which then can be picked up by Google Tag Manager
and forwarded on to Google Analytics.
Now, there's a lot of data in here that is unnecessary
for our purposes.
Really, all we need is the ecommerce product,
and we need to tell Google Analytics
that this is our first funnel step.
So, I've prepared actually these three variables
that you would need or four or five variables
that you would need already in a tag template for you,
which you can download under
measureschool.com/eefunneltracking.
Once you have downloaded the file,
all you need to do is go into the Admin section
and import the Container.
We'll choose our Container File, which is our
EEfunnel Tracking-dot- Jason, and we can merge that
in with our existing Container.
Let's continue this.
This will generate four new variables here.
Let's confirm this and you can take a look
what has been added.
It's three funnel steps here.
You could have three or four or five.
The first one would just return our ecommerce
product with the action field step one.
The second one is the same, just with step two,
and the third one is a special ecommerce data layer
that signalizes the purchase or the conversion
to the Enhanced Ecommerce Tracking Feature.
So, what we necessarily need is an ID for this purchase.
So, I've just used the built-in variable, Random Number
to generate an ID for this conversion.
So, once you have that all set up,
you just need to build in these variables
to the correct tags.
So we will go into our tags
and for the first funnel step here,
we'll choose the Enhanced settings.
Let's go under More Settings, and we have here
Ecommerce Features, and we can Enable
Ecommerce Features, and we will not
use the Data Layer but read the data
from a variable, which is our EE Funnel
Step Number One.
Let's save this.
Alright second step, do the same for our second step,
and this time choose our second step variable.
Same for the third step, where we choose
our special purchase variable.
So, let's refresh this and try this all out.
Let's go back to our offer page and reload this.
Now our event gets sent over.
Unfortunately, we won't be able to see that
in our real-time reporting.
We will also not be able to see it
in our Tag Assistant but have another
plug-in here called the GA Debugger,
which will show us the data that has been sent
over in the Developer Tools.
So, let's open them up.
Go into our JavaScript console,
and we see all the data that gets sent
into Google Analytics, and the first step here,
we would send it over page view because
we viewed that page.
The second one would be our event.
So, we have here our event actions,
but they are specially decorated with an
enhanced ecommerce tracking action
and ecommerce step number one.
So, this data has been sent over correctly.
What happens when we click the Apply Now button?
I do this with the Command key pressed.
We get more data that has been sent in.
This time, our e-c-action is to check out
and our e-c-step is number two, and then again,
when we go ahead on our Contact Us page,
fill that out with some demo data.
I'll open up the Developer Tools to JavaScript Console,
so we see what happens.
We have here our page view, and let's see
once we click the Send button if something
gets sent over, and here we go.
We see our third funnel step being sent over
with the action this time purchase
and the ID which is a randomly generated number.
So, if everything is sent in correctly,
you will be able to check your Enhanced
Ecommerce Tracking Reports, which are
under Conversions, Ecommerce.
Then you have Shopping Analysis and Checkout Behavior,
which will feature your three steps
that the user needs to take in order
to get to the last step, which is our conversion.
Now, all the other reports won't be filled correctly.
At this point, we have bent Google Analytics
to our will of making it work with our
non-ecommerce website.
I think this is a great proof of concept how you can
take the great functionality that is now built
in to Google Analytics with the Enhanced Ecommerce
Tracking Report and really customize it to your needs,
although you are not running this specifically
on an ecommerce website, and with this report,
you can segment your funnel.
You could also build a segment from people
who don't reach the last step,
which can be super actionable, because
you can actually choose to remarket
to these people through AdWords as well.
So, I hope you found this video useful.
Remember that you can download our tag template
at measureschool.com/eefunneltracking
to install (mumbles).
(electronic dance music)
And that's (mumbles) with this week's video
of measureschool.com.
If you wanna download the Tag Template
that we have prepared for you to recreate
this whole funnel tracking without having to go
through all the steps, you will be able
to download a template
at measureschool.com/eefunneltracking
and if you have any questions, please leave
them in the comments below and we'll try
to answer them as soon as possible.
My name is Julian.
Till next time.
(electronic dance music)