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What is the problem and why Google Analytics

3rr3461.  3r33476. 3r33434. Faced with the fact that several SasS projects did not have normal analytics in order:
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Watch in the context of each traffic segment, as users move through the funnel, for example, placing an order.
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Consider LTV and CAC, from traffic channels, advertising campaigns, in simple words, how much they spent on attracting the user and how much revenue he brought during the year.
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To consider the return rate, that is, whether the attracted users remain with us or leaving after a while, whether the channel gives an increase in regular customers.
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3rr3461.  3r33476. 3r33434. As a rule, Google Analytics, ROIStat, Metric, Amplitude were used, but none of the tools was fully integrated. To solve the problems above, I chose Google Analytics (hereinafter referred to as GA), it is far from ideal, but it is quite realistic and not so expensive to solve basic tasks. 3rr3465.
3rr3461.  3r33476. 3r33434. 3r33434. Pros [/b] 3rr3465. 3rr3461.  3r33476. 3r3115.  3r33476.
It can receive external data, for example, transactions can be sent to it using POST requests
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Give data to visualization systems DataStudio, Power BI
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A lot of background information 3r3121.  3r33476.
Easily integrates with all Google services
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Free
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Stores data for 50 months
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3rr3461.  3r33476. 3r33434. 3r33434. Cons [/b] 3rr3465. 3rr3461.  3r33476. 3r3115.  3r33476.
When you select a timeframe that contains 1 million sessions, the report will be built only on the basis of 100 thousand sessions, since over 500 thousand sessions, the data are sampled.
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Data and reports are built around cookies (browsers, devices), and not users, therefore, one user in GA for a year is presented as 10 different and it is impossible to glue them together within GA (perhaps, but too many crutches).
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High entry threshold, as complex interface.
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3rr3461.  3r33476. 3r33434. Let's look at the solution of each problem from the technical implementation to an online report that can be opened and viewed in a couple of minutes. 3rr3465. 3rr3461.  3r33476. 3r33434. Since it is difficult to fit all the material in one article, I will divide it into several parts, besides it’s not a fact that the community needs this information and the problem is the place to be. 3rr3465. 3rr3461.  3r33476. 3r33434. The implementation of all stages requires an average level of Google Analytics, in one article it will not be possible to cover all the necessary skills, but it is easily googled. 3rr3465. 3rr3461.  3r33476. 3r33434. Let's start with building a funnel. 3rr3465. 3rr3461.  3r33476.

Why you need a funnel

3rr3461.  3r33476. The simplest example of a funnel is a funnel in the online store of household appliances. 3rr3461.  3r33476. 3rr3461.  3r33476. 3r3181. I went to the site> I put in the basket> I moved to the basket> Design: delivery> Design: contact details> Design: payment method and payment 3r34242. 3r3188. 3rr3461.  3r33476. 3rr3461.  3r33476. 3r33434. A good report is one from which actions will follow. 3rr3465. 3rr3461.  3r33476. 3r3115.  3r33476.
Visitors from Murmansk have low conversion rates at the delivery stage, because the current logistics company has a high tariff> you need to look for alternatives.
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Put in the basket, but do not continue to design, as the basket is on the left of the designer's idea> change the position of the basket to the right.
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Designing a funnel and sending events

3rr3461.  3r33476. 3r33434. At the output, we want to see the conversion from one stage of the funnel to another and quantitative indicators, for example. 3rr3465. 3rr3461.  3r33476. 3r33434. 3rr3465. 3rr3461.  3r33476. 3r33434. The stages of the funnel can be inconsistent and variable, imagine that we design a funnel for a service like Avito. 3rr3465. 3rr3461.  3r33476. 3r3181. 3r33434. [i] Opened constructor> Created ad> Registration 3r33424. > Tariff Selection> Transaction 3rr3465. 3r3188. 3rr3461.  3r33476. 3r3181. 3r33434. 3r33434. Registration 3r33424. > Recharging> Opened constructor> Created ad> Applied the tariff. 3rr3465. 3r3188. 3rr3461.  3r33476. 3r33434. In this case, we would like to be able to manually create funnels on the go and not be tied to a specific sequence, for example, we want to see users who first create an ad, and then pay. 3rr3465. 3rr3461.  3r33476. 3r3181. 3r33434. Opened constructor> Created ad> Chose tariff> Payment 3rr3465. 3r3188. 3rr3461.  3r33476. 3r33434. Conversely, first, who replenishes the balance, and then creates an ad. 3rr3465. 3rr3461.  3r33476. 3r3181. 3r33434. 3r33434. Filled up the balance > Opened constructor> Created ad> Applied tariff 3r34242. 3rr3465. 3r3188. 3rr3461.  3r33476. 3r33434. To do this, at each stage of the funnel, we need to send an event to Google Analytics, from which we will be able to make up the funnels, as it is convenient for us, so consider what these events are and how to send them. 3rr3465. 3rr3461.  3r33476. 3r33434. I strongly recommend using Google Tag Manager (hereinafter GTM), this is a layer between the site and the counters, for example, you can set up an event once and send it to Analytics, Metrics and so on through GTM. 3rr3465. 3rr3461.  3r33476.

How to send events to Google Analytics

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Send events to the GTM

data layer. 3rr3461.  3r33476. 3r33434. There are many ways, but the most reliable and correct is sending through the data layer (data layer). The data layer is just a transit between the site and the counters. 3rr3465. 3rr3461.  3r33476. 3r33434. To send, we must initiate the following jаvascript expression. 3rr3465. 3rr3461.  3r33476.
window.dataLayer = window.dataLayer ||[]; 3r33476. dataLayer.push ({
'event': 'name'
}); 3r33476.
3rr3461.  3r33476. 3r33434. Let us examine in detail each line
3rr3461.  3r33476. 3r33434. [i] window.dataLayer = window.dataLayer ||[]; - check if there is already a data layer created, if not, then create a new one. 3rr3465. 3rr3461.  3r33476. 3r33434. dataLayer.push ({'event': 'name ’}); - at the right time we add the event name to the data layer; 3rr3461.  3r33476. 3r33434. 'name' - actually, the name of the event; 3rr3465. 3rr3461.  3r33476. 3r33434. So, we need to initiate this expression at each moment of the funnel and substitute the name of events, for example, we want to send events at the moment when the user opens the ad designer. 3rr3465. 3rr3461.  3r33476.
window.dataLayer = window.dataLayer ||[]; 3r33476. dataLayer.push ({
'event': 'openAdsEditor'
}); 3r33476.
3rr3461.  3r33476. 3r33434. Or at the moment when the user filled out and confirmed the ad in the constructor. 3rr3465. 3rr3461.  3r33476.
window.dataLayer = window.dataLayer ||[]; 3r33476. dataLayer.push ({
'event': 'ad_submit'
}); 3r33476.
3rr3461.  3r33476. 3r33434. To test whether events come true, you can in GTM debug mode, we will not go into it, as you can easily google it. 3rr3465. 3rr3461.  3r33476. 3r33434. 3rr3465. 3rr3461.  3r33476. 3r33434. Now we need to extract the events from the data layer and send it to GA
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Extract the event from the data layer and send it to Google Analytics

3rr3461.  3r33476. 3r33434. Create a trigger in GTM of the form Custom event (Custom event) and in the field Event name (Event name) indicate ad_submit , this is exactly the value that we indicated when sending an event on the site. 3rr3465. 3rr3461.  3r33476. 3r33434. Further, this trigger will trigger the launch of the tag, which in turn sends the event to Google Analytics. 3rr3465. 3rr3461.  3r33476. 3r33434. 3r3308. 3rr3465. 3rr3461.  3r33476. 3r33434. Next, create a tag in which we specify the following values ​​
3rr3461.  3r33476. 3r33434. 3r33333. 3rr3465. 3rr3461.  3r33476. 3r33434. Category 3r33434. funnel [/b] and Action 3r32323. ad_submit [/b] arbitrary ones are indicated, it is by them that we will identify the event in GA. As a trigger, we specify our previously created trigger 3r3343423. Filled announcement [/b] . 3rr3465. 3rr3461.  3r33476. 3r33434. 3r33333. 3rr3465. 3rr3461.  3r33476. 3r33434. After saving the tag, expand it to production by pressing the button. Publish (Publish) and test: when filling in an ad, an event should arrive in a GA report called Real time> Events (Real time> Events) 3r3655. 3rr3461.  3r33476. 3r33434. 3r33333. 3rr3465. 3rr3461.  3r33476. 3r33434. We carry out a similar cycle for other events, that is, funnel stages that we want to track. 3rr3465. 3rr3461.  3r33476.

How to build a funnel in GA

3rr3461.  3r33476. 3r33434. Suppose we sent all the events and need to build a funnel of them. 3rr3465. 3rr3461.  3r33476. 3r33434. We create segments in GA, each segment is equal to one event, for example, we create a segment for event 3r-33423. Opened editor 3r32424. , as it will be the first in the sequence. 3rr3465. 3rr3461.  3r33476. 3r33434. To do this, select any report in GA, for example Channels 3r32424. (Channels), and click + Add Segment (Add segment)
3rr3461.  3r33476. 3r33434. 3rr3465. 3rr3461.  3r33476. 3r33434. Next + New segment (New segment) and set the parameters of the
segment. 3rr3461.  3r33476. 3r33434. 3r33385. 3rr3465. 3rr3461.  3r33476. 3r33434. In the tab 3r33434. Sequence (Sequences) Include (Enable) Users (Users) who have Any user interaction (Any of the interactions) corresponds to the event E 3r3343423. Event category: matchArcEditor [/b] 3rr3465. 3rr3461.  3r33476. 3r33434. In simple words, we single out users who interacted with our event. 3rr3465. 3rr3461.  3r33476. 3r33434. Next, we do the second stage of the funnel, for this we copy the first segment. 3rr3465. 3rr3461.  3r33476. 3r33434. 3r33412. 3rr3465. 3rr3461.  3r33476. 3r33434. And inside we add the event of the second stage of the funnel Filled announcement . As it is necessary for us, that those users 3r33423 were considered only. Filled announcement [/b] , which previously opened the editor, then as step one we add the previous funnel event Opened editor 3r32424. , and as step 2 [b] Filled announcement . 3rr3465. 3rr3461.  3r33476. 3r33434. 3r33434. 3rr3465. 3rr3461.  3r33476. 3r33434. That is, in the second stage of the funnel I filled the ad, we get only those users who have passed the first stage. The editor has opened. 3rr3465. 3rr3461.  3r33476.
What to look for in the report 3r3438. 3rr3461.  3r33476. 3r33434. 3r3442. 3rr3465. 3rr3461.  3r33476. 3r33434. Changes in the funnel in the context of days, weeks or months. 3rr3465. 3rr3461.  3r33476. 3r33434. 3rr3465. 3rr3461.  3r33476. 3r33434. The funnel in the context of general indicators report or in the context of its parameters, and in this case the Traffic Channels. 3rr3465. 3rr3461.  3r33476. 3r33434. By slightly modifying the dispatch of events, you can add, for example, the chosen theme of an ad, in order to look at which topics ads are worse placed on, but more on that in the following articles. 3rr3465. 3rr3461.  3r33476. 3r33434. Everything, was the information helpful? What are alternative solutions? 3rr3465. 3rr3465.
3r33476. 3r33476. 3r33469. ! function (e) {function t (t, n) {if (! (n in e)) {for (var r, a = e.document, i = a.scripts, o = i.length; o-- ;) if (-1! == i[o].src.indexOf (t)) {r = i[o]; break} if (! r) {r = a.createElement ("script"), r.type = "text /jаvascript", r.async =! ? r.defer =! ? r.src = t, r.charset = "UTF-8"; var d = function () {var e = a.getElementsByTagName ("script")[0]; e.parentNode.insertBefore (r, e)}; "[object Opera]" == e.opera? a.addEventListener? a.addEventListener ("DOMContentLoaded", d,! 1): e.attachEvent ("onload", d ): d ()}}} t ("//mediator.mail.ru/script/2820404/"""_mediator") () (); 3r33470. 3r33476.
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