Build Data Capture - Tech Project

Last Updated: 28 h july 2020

Gmaturity impacted : Measurement

Implement your first data capture project

Ensure accountability of your most important site-centric data points across all platforms & environments, in order to bring confidence to your digital investments. This code lab focuses on the Floodlights integration.

Pre-requirement :

  • Your client need to have GA360 or CM/DV360

Useful tool to download

Website fundamentals :

DataLayer

Data Layers are JavaScript arrays that are used to store and pass information from your website to the Google Tag Manager container They can be used to create variables and activate triggers in GTM

Example : On are on Adidas Website. You visit the new Ultraboost UB19. You select the color red for the shoes, and you shoe size is 5 (uk)

The name of the product, the product id, the color red, the size of the shoe, the price of the shoe, the quantity of the product you want to buy. All of this can be stored in the data layer.

e1d21d0bdca57e25.png

But why do I need that?

As regards analytics, the main goal of a data layer is to make implementation of custom tracking easier. Also, information stored in this data structure is easy to access and then act on to improve the user experience of your site, app or other product.

Note that in a DataLayer it is not advisable to have Personal Identifiable information (PII).

Why should I care about the data layer of my client website?

This information is super valuable as it will build a Tagging strategy and therefore create variables in the tagging you will use. A Floodlight (pixel from Campaign Manager) we can add variables.

What does a data layer look like, and How do I check what is inside it?

You have two ways to examine a data layer, the geeky way > click right, inspect, console.

This is how it look like

dac9f4c21b7461c1.png

But you can use Tool to have a more readable version

Example : Aeromexico.com with the tool DataLayer Checker

415caf3cb9cf14d8.png

What is the value I want to use in not in the data layer?

You can create it using Google Tag Manager. Check the support center link here and there

Implement a Variable in GTM

See Video click here

This step will be useful for later to implement Variable from the Floodlights

db9d68a90fb95469.png

What is an Event

Read the article Why are events necessary ?

How to define event goals in GA - video

First-Party data (or 1P data) is the data that is (or could be) collected from user when browsing within an advertiser's proprietary website. This data MUST NOT include PII data.

PII (Personally Identifiable Information) data could be: user's name, email, mailing address, phone number, either alone or in combination

Cookie is a file associated with a browser that uniquely identifies a user, requested by a web server and stored by the web client, with information about web client's browser activity. 1P cookies have 1P data stored

Where to find it ?

Now it is time to write your executive proposal. go/execproposal

The Account Executive is the owner of the Executive Proposal. But you might want to be involved in the redaction. If the client approves it, it is going to be your project. Being aligned with your AE is important.

8ab5c2aafec46282.png

What is a pixel

A tracking pixel is an HTML code snippet which is loaded when a user visits a website or opens an email. It is useful for tracking user behavior and conversions. With a tracking pixel, advertisers can acquire data for online marketing, web analysis or email marketing. With log file analysis, long data evaluation or using appropriate analytical tools, this data can be used for different purposes, for example retargeting.

Floodlight :

A Floodlight is a Pixel in the Google Marketing platform world that provides real-time conversion tracking for DV360, SA360 campaign allowing advertisers to capture and report on the actions of users who visit their website after viewing or clicking on one of the advertiser's ads. For the implementation of Floodlight, Floodlight tags must be placed on the advertiser's webpages.

FL can capture Custom Variables that you set according to your business strategy: you decide what to capture, as long as it's not PII. When a user visits the page where your FL is, the FL is "fired": it sends cookie data+custom variables to GMP server. Then, on GMP, this data is used to determine attribution of your display campaigns.

46086ce99fc7b792.png

Tag Format

  • Global site tag (recommended): The global site tag can be implemented across Google products, making Floodlight implementation easier. It's a JavaScript tag that's placed on every page of your website. If you're using Floodlight tags directly on your desktop or mobile site for conversion or remarketing events, we recommend using the global site tag. Learn more
  • Iframe tags: Use iframe tags if you're unable to adopt the global site tag. Iframe tags are only added to pages with events you're tracking. Learn more
  • Image tags: Use image tags if you're unable to adopt global site tags or iframe tags. Image tags are only added to pages with events you're tracking. Learn more

Floodlight Type

Type Counter : Counts the number of times users performed a specific action on a website (form submission, visiting a specific car model, reaching the shopping cart, etc.)

Type Sales : Focused on e-commerce, count the number of times a specific action occurred, but also tracks the revenue associated with a conversion and the number of items purchased or even an order id.

What is the difference between GA tagging & Campaign Manager Tagging

Google Analytics 360

Measure how much time users spend on my website Build audiences based on the path users browse on my website Quantify traffic from one point of a sitemap to another

Floodlights

Measure conversion of Display campaigns on my online property Build audiences based on 1P data and clicks

Adjust messaging on creatives according to the 1P data

More ressources

Floodlight help center

Download the application Google Tag Assistant. This application is one of the best ways to do a tag audit.

Example: Aeromexico

You can see in the screenshot if a tag is implemented and firing.

ff76c4e098ff42de.png

What type of Floodlight it is : Sales or Counter

170e03c8ee0ace66.png

Check if the variable are firing correctly

e576d5fef6f1c3a4.png

The record button :

9c7e74372d6087ae.png

Report example :

e47f275dde12ad21.png

You can also use the inspect console to find a floodlight using click right> inspect > console > fls

More ressources

Tag Audit tag boxes

It is useful to build a Tagging Playbook for building a recommendation. You can use this format for building the strategy

9fe8d515a84b3b80.png

  1. Floodlight info : Write down the user journey on the site and when the floodlight should trigger. Example URL. Home page, Product page, Add to cart ....
  2. Usually the last floodlight who generate the Sales, will include a Sales floodlights
  3. Write done all the variables [for that reason we needed you to learn about the DataLayer, because if the info is not in the data layer you will need to implement it, otherwise you won't be able to use it as a variable.

When it is finished, this is your recommendation you will then share with your client, and do modification to the files until it is done

Go in Campaign manager, in the advertiser.

In the floodlight configuration section :

In the floodlight activities section :

815718e8ee47856a.png

  • Think about a naming convention for your floodlights before to start. [Tag group, Tag Name, Floodlight name etc...]

ba30d7d19228455e.png

  • Create New
  • Give a name to the floodlight
  • Select the type of the floodlight
  • Below add the
  • See that in this section there is a part about GTM, where you can push the newly implemented tag. Keep that in mind for the next section.

e6da7dd1f2049b71.png

More ressources

Set up Floodlight Help section

Implementation in CM

Once the tag is installed in Campaign Manager, you have two options. Tag manager PUSH or the version below.

Step 1:

Eg tag: (need to be provided by the Campaign manager admin

<iframe src=" [https://6320129.fls.doubleclick.net/activityi;src=6320129;type=hp_sales;cat=panam0;qty=1;cost=[Revenue];u1=[URL];u2=[PageName];u7=ProductID (SKU)];u10=[CardBrand];u12=[CustomerID];u13=[TotalCartValue];dc_lat=;dc_rdid=;tag_for_child_directed_treatment=;tfua=;npa=;ord=[OrderID]?" width="1" height="1" frameborder="0" style="display:none"></iframe>

Step 2 : New tag

579037d43608d5fc.png

Step 3: Clickear en Tag configuration + Floodlight Sales.

8d512a4ee4fa6696.png

Step 4 : Add data layer information to pass the variable

Understand/Read the pixel :

<iframe src=" [https://6320129.fls.doubleclick.net/activityi;src=6320129;type=hp_sales;cat=panam0;qty=1;cost=[Revenue];u1=[URL];u2=[PageName];u7=ProductID (SKU)];u10=[CardBrand];u12=[CustomerID];u13=[TotalCartValue];dc_lat=;dc_rdid=;tag_for_child_directed_treatment=;tfua=;npa=;ord=[OrderID]?" width="1" height="1" frameborder="0" style="display:none"></iframe>

https://ad.doubleclick.net/ddm/activity/src=;type=;cat=;qty=1;cost=

1c10db224cdf1d17.png

Step 5 : Click on the Lego+ Icon

Here you need to add your data layer information

eb1f6bf8e3f4b374.png

Here you will click +

98be40bdd22ebafb.png

20eb6c9aa663de15.png

Add data layer info :

900a28bd1087a919.png

You can add more custom variable

bb0842532a8dd0d1.png

Step 6: Here you will enter the trigger.

In this case if you want a floodlight on the purchase page you might be able to use the page view / thank-you page

2fba8b2c6dcef20c.png

Ressources

Sitewide tagging

Add floodlights to GTM

Monitor floodlight impressions specified in the sheet and send email alerts. Access the solution here

Value Proposition

  • Reduce flood light outages.
  • Verify configuration issues faster.
  • Lose less conversion data.
  • Spend less time auditing floodlights.
  • Route alerts to appropriate analysts.

ae21d7de07058e0f.png

Make a use case

Share your success with the CSM team. Using the DMT Library format. This format is also helpful to present the result to the C-Level at your client.

Congrat !! You did it !

All the CSM Team is proud of you ! Keep rocking !

Rhyming Leonardo Dicaprio GIF

Questions or comments :

@asacoman