It is always important for the marketers to track the source of the traffic in Google Analytics. It is a very easy thing to do if you promote with the help of the Adwords. In this case it is enough to link your Adwords and Google Analytics accounts and all the data about traffic source, impressions, clicks and costs will be automatically imported into your Google Analytics property. But it you advertise with the help of other systems like Facebook you should use utm-marks to attribute your traffic correctly.
Google Tag Manager (GTM) is a free service by Google that is used to configure different analytics, conversion tracking and remarketing pixels (Universal Analytics tracking code, Facebook pixel, AdRoll pixel, etc.)
If GTM is not used all these codes and pixels should be added to the source code of the website. This approach makes it very difficult to implement the pixels (only technical team can do this), difficult to debug (tools are available only for few systems like facebook, twitter and bing) and difficult to update (source code changes are required).
Single-Page Applications (SPA) become more and more popular. They are built using Ember, React, Angular, Backbone, Meteor or something similar.
Bad news about SPA is that adding default Universal Analytics tracking code to such applications will not result in having any valuable data in the Google Analytics account. The reason is that SPA does not generate any pageviews by defaults and pageview hits are not send to Universal Analytics. If no customization is applied to the analytics tracking code one will have sessions with only one pageview and extremely high bounce rate.
Conversions or transactions attributed to “direct” source is an issue for any digital marketing team. When you see direct traffic in your Google Analytics reports this does not really mean that all of these users came to your website from bookmarks or by typing your website url in browser (this happens very seldom indeed). It rather means that the traffic source could not be determined by Google Analytics or was lost while going through conversion funnel.
There are some widely-known cases in which Google Analytics cannot determine traffic source:
Fairplay online is an intelligent gaming portal that unites casual and mid-core games with wager-based competitive mini-games and a social casino.
Company has separate domains for 3 different language versions and a number of landing pages on subdomains that are used for PPC and social media campaigns as well as for affiliate traffic.
Do you want to get most of your web analytics tools? Make sure that you do not miss any important data points that can contribute to understanding and optimizing your web usage.
Data points that are essential for most websites are listed below. All these data points can be send to any analytics system such as Google Analytics or Mixpanel.
Monitoring your Google Analytics data regullary is a time-consuming process. Google Analytics Intelligence Alerts let you to detect significant statistical variations which can be caused by site errors, issues in your Adwords account or any other problems.
Basic information on how to use Intelligence Alerts in Google Analytics can be found here.
Dashboards organize your data in a meaningful way and turn it into a business tool that help to keep an eye on KPI's and to point your business in the right direction. Custom dashboards make it possible to visually depict performance of a website, specific traffic source or a campaign at the desired level of detail.