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Ces données demeurent précieuses pour établir ou vérifier votre stratégie de communication en ligne, personnelle ou professionnelle, voici donc les :
FAITS SAILLANTS
Au cours des dernières années, les médias sociaux se sont démocratisés pour prendre aujourd’hui une place proéminente sur le Web. Utilisés par plus de sept adultes québécois sur dix (71,7 %), ils font désormais partie intégrante de nos vies et modifient la manière dont nous utilisons Internet. Par le biais de l’étude NETendances 2014, le CEFRIO s’est penché sur la question et vous présente ses conclusions.
En ce qui a trait à l’attention portée aux publicités sur les réseaux sociaux, l’âge a une influence moins importante. Néanmoins, les internautes de 55 ans et plus portent moins attention à ces messages publicitaires que les internautes plus jeunes.
Vous pourrez approfondir votre lecture en accédant directement au site du CEFRIO par ici ;) ou en cliquant sur les liens d'intérêt à travers cet article, bonne lecture !!!
Watch this video to learn about the key concepts and terminology in Google Tag Manager.
Tags and Triggers
A tag is a snippet of code that executes on a page. Tags can serve a variety of uses, but most of the tags used in Google Tag Manager are designed to send information from your site to a third party. Examples include the Google Analytics tag and the AdWords Conversion Tracking tag, which send information about activity on your site to Google.
If you don't use a tag management solution such as Google Tag Manager, you add the code for each of your tags directly to the source code of your site. With Google Tag Manager, you can instead control all of your tags conveniently from a web user interface.
Tags typically execute, or fire, when the page loads, or in response to some interaction on the page. In Google Tag Manager, you define triggers with tags to specify when they should fire. An example of a trigger is the predefined "All pages", which as the name implies may be used to set your tag to fire on any page on your site as it is loaded.
Triggers and Variables
A trigger is a condition that evaluates to either true or false at runtime. It does this by comparing the value in a variablewith the value that you specified when you defined the trigger. For example, the predefined variable "url" always contains the URL of the currently loaded page. If you want a tag to fire only on the page example.com/purchase/receipt.html, you would define a trigger that looks like this:
{{url}} matches example.com/purchase/receipt.html
Here's the definition of the "All Pages" trigger. This trigger always evaluates to true because any URL (Regex .*) will match the currently loaded page URL.
{{url}} matches RegEx .*
You can define variables to suit your needs, each containing some piece of information that needs to be available at runtime. You can then use these variables in trigger conditions, or to pass information to tags. For example, you might define a variable that contains the price of an item that the user is viewing. Or, you might define a variable to contain a constant value such as your Google Analytics account id string.
Variables and the Data Layer
Let's say that you want to define a variable that contains the price of an item that the user is viewing. How does the variable know an item's price at runtime? It can retrieve the price from the data layer in your source code. (You'll need to work with your site developer to set up a data layer object that contains the information you need.) The data layer is an object that contains all of the information that you want to pass to Google Tag Manager. The data layer passes this information to Google Tag Manager via variables. The variables can then access the information where it can be used in triggers, for example, to determine whether or not tags should fire.
For example, let’s say that you want to fire a GDN Remarketing tag whenever a visitor spends more than $100 on your site. The trigger for the tag will need to know the value of visitor's transaction in order to evaluate whether or not it exceeds $100. To set this up, you could push the transaction value onto the data layer (using the dataLayer.push method) and define a variable that retrieves the value so that it can be evaluated by the trigger.
You don't necessarily need to set up a data layer in order for variables to retrieve runtime information. Variables can also be retrieved directly from JavaScript values, from the DOM, and via Google Tag Manager’s Auto-Event Tracking. ReadVariables and Google Analytics Events for more information. However, it is a best practice to have your variables retrieve information directly from a well-organized data layer object instead of trusting things to JavaScript variables or the DOM. If your variables depend upon specific variables or DOM elements and those variables or elements change during the course of site updates, your variables may no longer work. Referencing all of the relevant information in a data layer minimizes the likelihood of such a problem, allows for a well organized and accessible data model, and makes troubleshooting easier. Note that every page must have code that pushes the needed information onto the data layer; the data layer does not persist across pages.
What do you need to do to implement Google Tag Manager on your site? There are three possible implementation scenarios:
If your tags only need to fire when pages load (i.e. they don't need to fire in response to user interactions on the page) and the tags don't need any information beyond URL and referrer, you'll only need to add the container snippet to each page of your site.
If your tags only need to fire when pages load, but need information beyond URL and referrer, you may need to add code that creates a data layer and pushes information to it. Add the data layer code above the container snippet so that the data layer information is available on page load. Note that every page must have the code to create a data layer and push information to it; the data layer does not persist across pages.
If the information you need is available on page load directly from JavaScript variables and the DOM, you may not need to implement a data layer. However, retrieving information directly from JavaScript variables and the DOM should be considered an intermediate solution. The best practice is to set up a data layer that contains the needed information. Referencing all of the information in a data layer allows for a well organized and accessible data model and makes troubleshooting easier.
If the data you wish to collect or use to trigger a tag isn't available until after the user has interacted with the page (i.e. you need to fire a tag in response to a user interaction, not simply on page load), you will need to add code that pushes data to the data layer. For example, you might want to push metadata associated with a video that the user is playing, the color of a product (e.g. a car) customized by the user, or the destination URLs of clicked links.
Data Layer Default Values for Web
Google Tag Manager pushes a certain set of values to the data layer of web applications by default. These values are:
gtm.js – Pushed to the data layer as soon as Google Tag Manager is ready to run.
gtm.dom – Pushed to the data layer when the DOM is ready.
gtm.load – Pushed to the data layer when the window is fully loaded.
To ensure that Google Tag Manager is configured to meet your business needs, consider the following points.
How many accounts are needed? Who should create them?
Set up one account per company. The company for which the tags will be managed should create the account in Google Tag Manager. For example, if an agency manages tags on behalf of an advertiser, the advertiser should create the Google Tag Manager account and then add the agency's Google account as a user. Read Setup and Workflow to learn how to set up an account.
Agencies can manage their clients' Google Tag Manager accounts by signing into their own Google Account (assuming that the clients have followed the best practice of (1) creating the Google Tag Manager account themselves and (2) adding the agency's Google account as a user). Also, multiple users can manage the same Google Tag Manager account, and each user can be given different access permissions by the account administrators. Read Users and Permissions to learn more.
Are you a mobile app developer?
Set up one container per mobile app. Each new major version of your app should have a new container. (Minor updates to an app can use the same container since the config keys will likely be the same or very similar.)
Do you manage multiple domains? (Web)
Typically, you set up one container per web domain. However, if the user experience and tags on a website span more than one domain, it's best to set up a single container that serves all the domains involved. Here are a few considerations:
Configuration (rules, triggers, and variables) can't be shared across containers. So, if the tags and firing logic is similar across domains, it makes sense to use a single container, because maintaining multiple similar configurations is time-consuming and error-prone.
Having many tags in a single container can be confusing, and managing the container becomes more difficult. Also, defining too many tags and triggers increases the size of the container and the amount of data that the browser must download.
User permissions can only be set at the container level. If you need to prevent the administrators of different domains from changing each other's configurations, use a different container for each domain.
When someone publishes a container, all changes go live, regardless of domain. If you need to apply changes to one domain without affecting other domains, use a different container for each domain.
What tags do you have deployed on your website? Where?
Begin by identifying all of the tags you have deployed on your site and where they are deployed (e.g. in global headers or footers, on landing pages, confirmation pages, in response to button clicks, etc.)
Think about what information you want to collect and determine if there are additional tags you want to deploy. If the data you want to collect is not visible on the page, refer to the developer documentation for information on how to pass additional data to tags.
If all of your tags fire as pages are loading, and these pages can be identified by their URLs, a basic container implementation may be sufficient for your needs. Once your Google Tag Manager account and container have been created, simply place the provided container snippet (generated when you create the container) on every page of your website immediately after the opening HTML body tag. Read Setup and Workflow (Web) to learn about containers and the container snippet.
If any of your tags fire on button clicks, events, or specific pages that are indistinguishable by URL, your webmaster may need to customize your container implementation. Refer to the Google Tag Manager developer documentation for more information.
Regardless of whether you need a basic or customized container implementation, plan for a site-wide deployment in which you migrate all your tracking tags into Google Tag Manager at one time. This allows you to take full advantage of Google Tag Manager's benefits. When you want to add or edit tags in the future, you won’t have to retag your site and you can manage all your tag updates using Google Tag Manager.
Google Tag Manager allows you to quickly and easily update:
Tags and code snippets on your website, such as those intended for traffic analysis and marketing optimization. You can add and update AdWords, Google Analytics, Floodlight, and 3rd party or custom tags from the Google Tag Manager user interface instead of editing site code. This reduces errors, frees you from having to involve a web developer, and allows you to quickly deploy new features or content onto your site. Read Google Tag Manager for the Web, below.
Configuration and flag values of mobile apps that you have created. Instead of rebuilding and deploying new binaries, you can use the Google Tag Manager interface to change configuration values (for example, timeout, ad position, game play dynamics) and turn on flag-enabled features in your mobile apps. Read Google Tag Manager for Mobile Apps, below.
What is a tag?
A tag is snippet of JavaScript that sends information to a third party, such as Google. If you don't use a tag management solution such as Google Tag Manager, you need to add these snippets of code directly to files on your website or mobile app. With Google Tag Manager, you no longer need to maintain each of these code snippets in your source files. Instead, you specify the tags that you want to fire, and when you want them to fire, from within the Google Tag Manager user interface.
How It Works
Google Tag Manager works via its own container tag that you place on all your website pages. The container tag replaces all other tags on your site, including tags from AdWords, Google Analytics, Floodlight, and 3rd party tags. (See a list of supported tags.) Once the Google Tag Manager container tag has been added to your site, you update, add, and administer additional tags right from the Google Tag Manager web application.
Your Google Tag Manager account allows you to administer the tags for one or more websites. Although you can set up multiple Google Tag Manager accounts from a single Google account, you’ll typically only need one Google Tag Manager account per company or organization. Read Setup and Workflow to learn more.
Setup for Web
To manage tags using Google Tag Manager:
Go to tagmanager.google.com to create an account (or to access an existing account).
Create a container for your site in the account.
Add the container snippet to your site.
Migrate any hardcoded tags (such as AdWords or DoubleClick tags) from your site’s source code into Google Tag Manager.
You’ll then be ready to do all of your future tag management for your site via the Google Tag Manager user interface. For more information, read Setup and Workflow.
Google Tag Manager for Mobile Apps
Google Tag Manager is useful for managing configuration values that you want to change in the future, or that can change conditionally. Instead of defining constant values in your mobile app, you can make them dynamic and use Google Tag Manager to manage the rules that govern how these values change. Examples include:
dimensions and locations of ads served in your application, for example, to change ad banner height based on screen size
game settings
user interface settings, such as differences between platforms
localized strings determined by device language
How It Works (Mobile Apps)
A container in Google Tag Manager holds the variables and triggers (formerly known as rules and macros) which govern how the configuration and flag values in your app are set. You manage the container – editing its variables and triggers, previewing, testing, and publishing new versions of the container – from your Google Tag Manager account. During app development, you use the Google Tag Manager SDK to associate a container with the app. You also provide a default container to deploy with the app. The default container is used to set default configuration values until the first time a container is downloaded. Once the app has connected to the internet and downloaded a container, it will never use the default container again. Applications periodically check for container updates, typically every 12 hours.
Setup for Mobile Apps
Go to tagmanager.google.com to create a Google Tag Manager account (or to access an existing account).
Create a container for your app in the account (select the "Mobile Apps" option).
Download and implement the Google Tag Manager for Mobile SDK.
Table filters are a very powerful feature in Google Analytics. They allow you to perform deep analysis from within the interface. From experience, I can say that many Google Analytics users don't know how to effectively use this feature, a missed opportunity for sure!
Most reports in Google Analytics contain one dimension and several metrics by default. However, it is easy to add a secondary dimension to your report, as seen in the screenshot below. And table filters really help you to slice and dice through your reports and their building stones - metrics and dimensions - in a more efficient way.
In this article I will guide you through table filters and a few related topics.
View Filters vs. Table Filters
I would like you to understand the basic concepts first, this will make it easier to get the complete picture.
View filters are applied before the Google Analytics data is saved in your account. They are set up in the Admin interface and will apply to all data in the view, forever. I won't go into much detail and examples about view filters here. Read this guide to Google Analytics filters for in-depth information on view filters.
Table filters work in a different way, they are ad-hoc segmentation filters. Contrary to view filters, these filters don't permanently affect any data from your reporting view. You can think of it as filters in Excel. There are two types of table filters:
Standard table filters allow you to filter data for the first dimension in your report and this can sometimes be limiting.
Advanced table filters are more powerful as they allow you to filter on all available dimensions and metrics in your report.
By now you understand the difference between the different filter types that are available in Google Analytics, here is a quick overview.
A good knowledge of regular expressions is very handy when working with both filter types. I recommend learning at least the basics.
Filtering Standard Reports with Advanced Table Filters
Below I discuss how to create advanced table filters on Google Analytics.
1. Click on the advanced link to the left of the search field
2. Choose your filter
First level: include or exclude
Second level: dimension or metric
Third level: matching type
Fourth level: filter field
3. (optional) Filter two dimensions simultaneously You have the option to filter on two different dimensions at the same time if you add a secondary dimension to your report, as shown below. Here both Browser and Source / Medium are visible in the Google Analytics report and advanced filter field.
Note: the advanced table filter is limited to the dimensions and metrics that are included in your report. Also, by default the advanced table filter is linked to an AND equation. By smartly working with regular expressions you can build an OR equation as well. Google Analytics accepts RegEx in both standard as well as advanced table filters.
Concluding Thoughts
Make sure to understand the difference between view filters and table filters
Start every data deep dive with a business question; what are you trying to solve?
Advanced table filters provide you with a great option to filter out anomalies before exporting or presenting a report
Start with one or two advanced filters and expand if you need to
Make sure enough data on the level of dimensions remains to draw statistically significantconclusions.
Measurement is constantly evolving, and while metrics by themselves each tell us something interesting, they do not necessarily tell the whole story or equally important, what to do next. In essence, our tools provide the what, but not always the why. As marketers and analysts, we need to put in the work and be able to take the next steps with our data: tell the whole story to our teams and stakeholders and be consultative in decision making and direction.
This is really important to get right, because use of data for companies is still new territory for many (frequently, decisions are still just based on how marketers feel). And while this may have been fine in a pre-digital age, the future of your company may very well depend on embracing analytics. With fragmentation of users and channels, there’s just too much for anyone to do. So it comes down to knowing what really works and why - these are the modern modern keys to success.
In this recent talk, Googler Neil Hoyne, Global Program Manager Customer Analytics shares how to embrace the above as well as take the next steps with your measurement.
A few key takeaways:
You need to evolve your measurement plan to better fit the state of the web & complex customer journey (see our recent measurement guide to help).
Question if you have the right goals or you need to adjust, and don’t be afraid to change goals if need be. Really make sure you have the right macro & micro conversions.
Build an attribution model (also see our guide) that works for your brand, considering the unique factors that make up your business and what messages make sense in each different context (for example, mobile, social, email, etc).
Measure your customers in a user-centric way, move beyond the old session-based world.
Watch the whole talk embedded below:
And be sure and connect with Neil on Twitter and Google+.
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