Using Google Tag Manager (GTM) for Actionable Insights

Google Tag Manager (GTM) Implementing Google Tag Manager (GTM) is the recommended first step in building any best-in-class analytics ecosystem for your website. It provides a simple, extendable, and easy-to-manage means for implementing a range of analytics tools. These tools include Google Analytics, conversion tracking for social media advertising, heat mapping, scroll tracking, and session […]

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Channel Definitions for Email, Search Engines, and Ad Platforms

Channel Definition What it is Channel definitions define each source of incoming traffic in a way that makes sense for your business. Why it matters Accurate channel definitions and attribution is necessary to ensure the data you are receiving is correct and that any subsequent analysis yields useful insight for decision making. Failing to do […]

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Event tracking and URL Parameters

What it is Straight out of the box, Google Analytics records pageviews and not much else. When a user interacts with content without changing the URL, this can be captured using an “event.”  Events could include: File downloads, Clicking a link, Downloading a PDF, Submitting a form, Playing a video, etc. Why it matters Tracking […]

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Single Page Apps, Javascript and URL Fragments

Single Page Application What it is Single Page Apps are increasingly common, especially for highly interactive sites. Here different content is served through Javascript rather than HTML. Why it matters In single page app architecture, while it may look like there are different pages, they are (from a Google Analytics point of view) the same. […]

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Deepening User Insight: Scroll Tracking, Heatmaps, and Session Recording

What it is  Although Google Tag Manager and Google Analytics do have some facility for scroll tracking (seeing how far down the page users get), this is one area where other packages do it better, more easily, and in a more robust way. We usually use Hotjar for scroll tracking and heatmapping.  Hotjar can also […]

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Technical Code and Server Level Variables

Are my technical factors in good working order? Aside from identifying problems, there are a number of ways we can direct and inform search engines, telling them more about the structure of our site and how each page relates to the others.  Often, conventional SEO companies are pushing a car uphill with the brakes still […]

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Domain & Server Management: Canonical Tags

Canonical Tags What it is The rel=canonical pointer exists to tell search engines that one page is the child, duplicate, or near-duplicate of another. Examples might be category pages where order is not enforced like www.yoursite.com/tshirts/green and www.yoursite.com/green/t-shirts or minor variations on a page like www,yoursite.com/tshirts?sort_by_price.   All SEO value accrues to the nominated parent page. […]

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Managing Subdomains

What it is Domains have a hierarchical structure that consists of both subdirectories and subdomains, which can sometimes get very confusing. Subdomains are addresses that exist under your primary domain and are commonly used to create new addresses that host different or specific kinds of content. This is different than a subdirectory, which is content […]

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Internal Redirects & Redirect Chains

What they are Redirects occur when you the address for a page changes. For example, let’s say you have yoursite.com/overview and decide that this page would more accurately be called “about us”. So you change the URL in your CMS, save your changes, and the page can now be found at yoursite.com/about-us. Now, if someone […]

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Avoid Broken Links and Server Errors on Your Site

Broken Links What it is Broken links are those that result in a 404 File Not Found or 403 Forbidden Status code. In both cases, a visitor has clicked a link and been taken to a page where content is either not found or inaccessible. Why it matters Broken links are a usability issue and […]

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