Nirmit Titiya, Author at Tatvic Analytics

Ebook: GA4 vs UA(GA3) an in-depth comparison for a roadmap

Posted on January 24, 2022 - 12:39 pm by Nirmit Titiya

The Ebook is a study in Compare and Contrast. The two versions of Google Analytics: Universal Analytics and Google Analytics 4.

We will look at the differences between the two sets of tools, which will allow tool owners to make informed and timely decisions. It will help owners to know what impacts business decisions in favoring one over the other? Whether they can be used in conjunction with one another? Additionally, we will look at it from a buyer’s perspective too.

Go ahead and download the Ebook for in-depth study later.

If you are aware of the features, jump from here and start planning your migration journey today

3 Personalization Challenges That You Can Solve with Google Optimize 360

Posted on August 22, 2017 - 2:39 pm by Nirmit Titiya

Google Optimize 360 Blog for conversion rate optimization

The webinar on website personalization with Google Optimize 360 covered use cases for domains like eCommerce, Digital Publishers and Lead Generation. The response was overwhelming and we received many queries from our users. All those queries were in and around related to the executing personalization experiments. The problem seems to be the perception of website personalization as a big challenge. Things have now changed for the better. Personalization and content experimentation is not as difficult anymore. With the right solution, you can start personalizing your website with fewer challenges. In this blog post, I have covered 3 most common challenges in executing website personalization. We will also see how Google Optimize 360 is the perfect solution to address all such challenges.

Delivering to Different Customer Personas

Website Personalization

Showing relevant content to relevant user segments is what personalization is all about. You can identify your user segments from user behavior and actions on the website. It is definitely challenging to cater to different user types at the same time. Discrepancy reflects when your analytics data and personalization delivery system are not integrated. This is where Google Optimize 360 feature ‘Targeting GA Audiences’ comes into play. Thanks to this feature, all you have to do is, link your Analytics and Optimize account. Once that’s done, you can identify different customer personas with information from GA. Now, you are all set to create Audiences out of the same. This enables you to target many customer personas on your website at any given time. Not only this! Your Google Optimize 360 account links with your AdWords account. This enables delivery of personalized landing pages based on keywords, ad groups, or campaigns associated with an ad. All this can be done without messing up with the query parameters in destination URLs. Such unique integrations with personalization delivery tool gives competitive advantage for your website.

Measuring the Impact of Personalization

Conversion Rate Optimization

Testing personalization hypothesis is one of the best practices. While experimenting, one may derive many reports and come up with various insights. But we often face difficulty in determining the success of a personalization experiment. This confusion arises from the unclear scenario from the given data. In such cases, advanced statistical approach of determination can help. Optimize 360 uses the Bayesian statistical method to model the performance of experiment. This delivers clear and action-oriented results. The reporting in Optimize is based on Analytics. It means, you can segment your personalization experiment audience into your Analytics. Using these segments you can analyze the impact of personalization hypothesis. Whether it is on new visitors or users from a specific channel, you can get a deeper understanding of the impact on your business.

Efficient Project Management

Personalization Challenges

Managing personalization experiments in an organized way seems to be a commonly faced challenge. This specific challenge arises because of increased interdependency between two different operational teams. The marketing team has to rely on IT and development team for help to put in place some personalization tactics. The visual editor feature in Google Optimize 360 comes to rescue in such a scenario. It enables a non-tech professional to create personalized variants for users eliminating dependency. It also keeps a track of changes in variants in chronological order. Additionally, this tool enables the project manager to give role-based access and control the process of implementation. This allows an efficient management of all the personalization experiments. Moreover, these features also help create and maintain standardized processes for content experiments.

Concluding Thoughts

Things have now changed and personalization being a business challenge is only a perception. Google Optimize 360 is truly the powerhouse of website personalization. With this next-gen tool, you can test personalization strategies with minimal efforts. In case of any questions on Google Optimize 360, feel free to leave comments below and I will be happy to answer.

Tatvic does offer solutions for Google Optimize 360.

Steps to Validate GA Implementation with Tag Assistant Chrome Extension

Posted on December 20, 2016 - 12:40 pm by Nirmit Titiya

Google Analytics is a widely used tool to understand the traffic to websites, which helps take important decisions on website design and marketing strategies. However, it’s not always a simple task to validate the correct implementation of Google Analytics tags on your website. Once the tags are implemented, generally you need to wait for a day to collect the data and verify its correctness of it. If something doesn’t look right, it takes a lot of time and effort to figure out the mistakes and correct them.

This is where the role of Google Tag Assistant comes in! With the ‘Record’ and ‘Detail Report’ features of Google Tag Assistant, you can validate your data in real time.

What is Google Tag Assistant?

Google Tag Assistant (download here) is a Chrome Extension that helps you validate the tracking code on your website and troubleshoot common problems. It’s an ideal tool for debugging and testing your analytics.js implementations.
Tag Assistant enables you to record a typical user flow. It keeps track of all the hits you send, checks them for any problems, and gives you a full report of the interactions. If it detects any issues or potential improvements, it will let you know.

Let’s see how it works.

Let’s take the Google merchandise store as an example. Suppose, the transaction funnel steps are not correctly configured in its Google Analytics account.

Click on Tag Assistant. It will show the enable button and the record button. After pressing enable button, it will show the number of tags fired on that page and their implementation status.

debug Google Analytics implementations

This allows you to “record” a browsing session and produce a report on all the hits being sent through. The report will even show how the data will show up within Google Analytics.

Clicking the record button, even if Google Tag Assistant is inactive, will enable the extension.
Here in this example, we want to record activities from the search page. So, after landing on the search page, click on “Record” in Tag Assistant and then refresh the page to start recordings of activities. It will collect hits from the page.

Test Google Analytics tracking code
The simplest way to troubleshoot the issue is to step into the shoes of the user! Carry out a transaction as if you are the user and order something from the website. Google Tag Assistant will start the test from the search page and will record each activity you perform. While your transaction completes successfully and the “Thank You for the order” page appears, all the data would’ve been captured in Google Analytics.

Validate Google Analytics implementations
In our example, after you finish the transaction, stop the recording from Tag Assistant.

check Google Analytics Tag Implementations
Now, let’s see the number of pages you tracked and the number of tags you hit. Click on “Show Full Report”. It will show the results of your recording in two different tabs.

Validate Google Analytics implementations
The first tab will be ‘Tag Assistant Report’, which will show all the tags that fired on all the pages you visited during the recording session like Google Analytics tracking code, Google Tag Manager tags, and DoubleClick Remarketing tags, as well as third-party (non-Google) tags that may contain or manage Google tags. Additionally, this helps marketers to validate the implementation of their marketing tags also like AdWords Remarketing tags and DoubleClick Floodlight tags.

debug Google Analytics implementations

The second tab will be ‘Google Analytics Report’, which will show an emulation of how Google Analytics will process those hits. The Google Analytics tab will recognize the account ID for this site and will allow you to see the full report if you have access to that account. In the report, you’ll see multiple data collected from Google Analytics including acquisition data, behavior data, and conversions data.

Tag Assistant
In the top section of the report, you can see alerts about any issues in the implementation. Clicking on it will give you details on the issues, which are directly actionable.

Chrome Tag Assistant
After identifying the issue, you can solve it by making necessary changes in Google Analytics or the Tag Manager.

Google Tag Assistant

After you’ve corrected the issue, you need not create the recording again. You can return to the Google Tag Assistant recordings report and click on the “Update Report” button. The report will fetch the latest settings from Google Analytics and show how Google Analytics would process the hits with the updated configuration.

This is how you won’t have to wait for a day for new data to come in and can also be sure that the updated configuration will work!
For any queries, leave a comment below!

How to Track User Journey with using Google Analytics?

Posted on September 23, 2016 - 9:56 am by Nirmit Titiya

5 Steps to Understand User Journey from Start to Conversion in Google Analytics

Are you facing difficulty to know the actual behavior sequence of your site users? Do you want to discover each user interaction in the same sequence as actually performed on your site by users while moving toward conversion? Do you want to know the most followed user patterns leading to conversion?

Standard Reports in Google Analytics don’t give user journey to conversion. Even with Google Premium Accounts, the user journey is possible to track through Custom funnels, though it has its own limitations of pre-defined funnel steps. So let me show you a different approach to get the comprehensive user journey.

We will be using the “Top Conversion Path” report with some advanced tracking approach. You may have come across the top conversion path report that provides you with information on how users have come to the site at different points in time from a variety of sources of acquisition. How about we use the same report to get you specific sequences of user actions leading to conversion? Using this report only, you can also get a user journey leading toward conversion.

Let’s see how it works:

Step 1: Google Analytics View & Filter

Create a new separate view with a filter ‘including’ only virtual page views. Virtual page view is a way to track dynamic content on the page.

Additionally, you will have to use the ‘exclude’ virtual page view filter in all other existing views of the same property or else you can maintain a separate property for this output.

Here is how you select an include filter.

Filter

Step 2: Datalayer Event Tracking

Let us figure out the events you need to track on your site. All these major events on the pages of the site are supposed to be tracked through datalayer events. If they are not been tracked, then it should be done first.

Step 3: Google Tag Manager

Now, create a virtual page view tag for each event on the page

Select Page view track type in the tag configuration
Go to more settings, click on fields to set and pass the hardcoded values in three field pages, campaignSource, and campaignMedium.
Add a trigger to these tags as a datalayer event.

Tag Config
For clarity, we will pass the value of interaction/event name in the campaignMedium and location where that event takes place (like particular page section ) as campaignSource. For example, in the above image, we have passed campaignMediam as clicking on ‘Android App Logo’ and page section name ‘Header’ as campaignSource.

Step 4: Set up Goal in GA

Create a destination goal in GA and use the virtual page URL of the goal conversion interaction (Submit Success is the goal conversion interaction - as in the below image).

Step 5: Data in Google Analytics Reports

After publishing the container, let’s wait for the data to get into GA.

Below is the screenshot of how you will get data in the GA “Top Conversion Path” report

Report

We have passed the hardcoded values of source/medium as page section/interaction name respectively and so we are now getting the patterns of user interactions which leads to conversion.

Here in the above screenshot “submit success” interaction is the goal and so it is the last source/medium path shown in each row.

Going through the rows of the report, we will get the top most user patterns leading to the goal. You might have observed that even though we have passed hardcoded values in the source, some of the rows show Google/CPC values. This is because in the processing stage of the GA if any user landed on the site through any Adwords campaign, at that time GA cannot overwrite the values of campaignSource and campaignMedium.

Note that this view should only be used to get insights from the Top Conversion Path report as changing the value of source/medium and sending it to GA at each interaction will create a new session on each event.

If you are interested in further details on how we do it or you want us to track your user journey, our experts will be glad to assist you. Please drop a comment with your details in the section below & we will reach out to you!!

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Author Archives: Nirmit Titiya

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