Daniel Carlbom

Google Analytics Demographics and Interest Reports

Getting to know the inner workings of your users is something that every marketeer has dreamt of for a very long time. Even though Google Analytics doesn’t necessarily tell the future it can at least help you understand some of it. And one of the thing Google Analytics can help you get a better understanding of is your site’s most valuable asset; your visitors.

Within the Audience section in Google Analytics there are two subsets of data we are going to have a closer look at today, to get a better understanding of where the data in the demographics and interest reports come from, and how we can use it to our advantage.






Affinity Categories

In-Market Segments

Other Categories

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Track file downloads with Google Tag Manager

If you have files for download on your site, I’d guess that you’d want to track if people are downloading them? Fear no more, with just a few minutes work in Google Tag Manager you’ll be set. The end goal here is to make sure that we track the appropriate file types and then send that information onto Google Analytics with an event.

This will make use some simple Javascript, but do not fret, I’ll walk you through it.

The first thing you need to figure out is if you have any odd filetypes on your site, other than the regular stuff. If that’s the case, just make a note of them because you’ll need to adapt my code later on.

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Send an event into Google Analytics using GTM when a visitor copies text from your page

We all want to measure our pages in the best possible way, and I’m always trying to figure out how to lower the bounce rates where applicable. One of the things that visitors to your page can do is to copy some text, in order to send it in an email, to use it when sharing something on social media and so forth. And if a visitor is actively copying text from a page, that’s interaction to me.

So how can we possibly know if a visitor to your page as copying some text or not?

Well, it’s actually pretty easy. And using Google Tag Manager we can easily pass this information onto Google Analytics and start measuring what pages on your site people are copying stuff from.

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Google Tag Manager and Contact Form 7

Contact Form 7 on WordPress with Google Tag Manager

Just the other day, I was holding a lecture for some students studying web analytics here i Stockholm. I was there to talk about Google Tag Manager and after some hours I received a question we looked into.


How do I send a Form Submit to GTM via the Contact Form 7 plugin in WordPress?

This is actually very easy to achieve, and I’ll walk you through both ways of doing it right here. Both with a GTM Plugin in WordPress, and without.

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Find the untraceable

How to find your unvisited pages with Google Analytics

A question I get from time to time is “How to I detect or find the pages on my WordPress site that people don’t visit?”. Where it’s important to know where your traffic actually end up, on some occasions there might be of interest to know what part of your site that are invisible to the world.

This is how I recommend doing it, which is a pretty straight forward approach using only a few tools.

  • Two subsets of data, one from the CMS and one from Google Analytics
  • Excel
  • A cup of coffee
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GTM/GA Tools

Top 5 debugging tools for Google Analytics and Google Tag Manager

Working with Google Analytics and Google Tag Manager often requires a lot of debugging. In order to actually verify that the things we are about to implement or that already are implemented are working or not, there are some really good tools that can help you with your debugging.

1. The Console (Google Chrome)

One of the tools I really can’t live without is the console in Google Chrome. It’s found under the Development Tools and can easily be accessed by pressing Cmd+Opt+J (Mac) or Cmd+Shift+J (Win).

Debugging via the console in Google Chrome

Since GTM is heavily dependent on Javascript, it is really invaluable to be able to take a deep dive into the inner sanctum on what’s really happening in the DOM and the dataLayer.

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Rewrite a fragment based URL with Google Tag Manager for better Site Search in Google Analytics

Phew, that is possibly the longest title I’ve ever written, but there’s always a first for everything. Today we are going to have a look at a scenario where I found the URL used while doing a site search on a site wasn’t really optimal to push into Google Analytics.

In my case, the URL looked something like this after performing a site search on the site.

I of course wanted to push this data as a Site Search query into Google Analytics but also take the actual category as a parameter. After some initial discussion with the clients IT departement they figured that they had to rewrite the entire search function which would take a lot of time. This is what I did in order to solve the issue directly in Google Tag Manager instead.

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Connect Google Webmaster Tools with Google Analytics and get valuable insights

Have you ever noticed the section in Google Analytics residing under Acquisition called Search Engine Optimization?

If you have and never taken action, you are missing out on valuable data directly inside Google Analytics. For those of you that doesn’t know what Google Webmaster Tools are, here’s a quick rundown.

  • It will give you valuable data in term of what queries your site/pages are visible on in Google’s result pages.
  • Not only does it show what queries you’re visible on but also what pages that are shown in Google’s SERP (Search Engine Result Page).
  • It will indicate changes compared to previous period, so that you know if you are going in the right direction or not.
  • And of course, many other things (which I’ll cover in an upcoming post).

Sounds interesting to have this data available to you in Google Analytics? Great, read on!

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Are you working in SEO? Congratulations!

This has been an intense year for us working with Search Engine Optimization, at least if I look at what we have been doing at our office. And it seems like it’s only going to grow looking at 2015 according to new data released by LinkedIn just recently.

They analyzed over 330 million profiles to get a grasp of what was in demand in 2014, and it’s very surprising and fun to see that SEO ranked top 5 globally. A lot of other skills related to web and Internet ranked pretty well too, and this is really not to a big surprise since a lot of people on LinkedIn are tech savvy.

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Track outbound links with Google Tag Manager

Track outbound links in Google Tag Manager

Tracking outbound links is a nice to have feature in every Google Analytics implementation, and making it work with Google Tag Manager is very easy.

In short, what we want to do is track links that are being clicked on any given page and then send an event to Google Analytics if the link goes to any page outside current domain, making it external.

This post will introduce you to the Link Click Listener in Google Tag Manager and how to configure it to listen to exactly what we want.

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