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Level Up Your Analytics
Conquer your toughest challenges in GA & GTM
CEO /

Founder /
Geek at Large
at UpBuild
Mike Arnesen
@mike_arnesen | mikearnesen.com 

@upbuildteam | upbuild.io
A ranger wandering 

the land,
helping wherever 

there’s a need.
MY JOB
Who’s played D&D?
@mike_arnesen
We’re geeks, so probably most of us.
@mike_arnesen
Who’s played D&D?
@mike_arnesen
Professional Development
is an RPG
Dungeons & Dragons
@mike_arnesen
It’s back!
If these trends continue…
@mike_arnesen
@mike_arnesen
@mike_arnesen
We’re Level 1
Analytics Paladins
Analytics Proficiency Modifier: +1
GATC Copy & Paste: Mastered
Goal Tracking: Intermediate
GTM Skill: Burgeoning
@mike_arnesen
1st level
is a great 

starting point
You can only gain XP
& level up by facing
challenges
Rapid Fire
It sounds like a good idea
@mike_arnesen
@mike_arnesen
Too much 

mind blowing
isn’t a good thing
on the important ones
@mike_arnesen
Let’s focus
01
CROSS…EVERYTHING TRACKING
Cross-domain, subdomain,
cross-frame, and cross-device
02
CLICK TRACKING IN GTM
4 years of click tracking lessons in 

4 minutes
03
FORM ABANDONMENT
TRACKING
Understand & analyze form
abandonment with a bulletproof
framework
04
ALIGNED CONVERSION
EVENTS
It’s go time, at the same time
05
MODIFYING BOUNCE RATE
To get a better picture of
engagement
06
MEASUREMENT PROTOCOL
Send data to Google Analytics
with or without webpages
07
A STARTING POINT FOR 

YOUR OWN ADVENTURE
Summon the power of Eru and 

craft your own spells
● Blfe fnisc odnccke fhiab
● thegb thyiuo lokji agej theubn.
● Blfe fnisc odnccke
● fhiab tunng eieinthg eith toyuin
● Blfe fnisc odnccke fhiab
● thegb thyiuo lokji agej theubn.
It’s dungeon
crawl time!
Hack & Slash
Okay, Google
Roll for initiative!
@mike_arnesen
01
CROSS…EVERYTHING TRACKING
Cross-domain, subdomain,
cross-frame, and cross-device
Client ID is

the soul of
the user
Don’t let it
slip away
9156190c-f12a-45fb-90de-b841638b6b4b
Subdomain
Why?

Cookied in the wrong place
How to Fix
Set cookieDomain to "auto"
The connection to the CID is severed
@mike_arnesen
Subdomain
Why?

Cookied in the wrong place
How to Fix
Set cookieDomain to "auto"
The connection to the CID is severed
@mike_arnesen
At long last, this
is a GTM default!
Subdomain
all the specifics
Default cookie setting is
problematic.
Setting CookieDomain
to "auto" flips it.
@mike_arnesen
support.upbuild.iowww.upbuild.io
support.upbuild.iowww.upbuild.io
Cross-Domain
The connection to the CID is severed
@mike_arnesen
Why?

Info isn’t shared across sites
How to Fix
1. Set allowLinker to "true"
2. Specify domains in your
GTM’s GA config variable
3. Populate referral
exclusion list is GA admin
@mike_arnesen
Cross-Domain
all the specifics
autoLinker set to "true".
Auto Link Domains =
comma-separated list of
all websites.
@mike_arnesen
Cross-Domain
all the specifics
Add the same websites to
your referral exclusion.
Cross-Frame
The connection to the CID is severed
@mike_arnesen
Why?

iframes are an 

unholy nightmare
How to Fix
1. Modify GA code to send
CID to the iframe
2. Add GA code to iframe
source that receives CID
3. Send that GA hit you
need with the original CID
Cross-Frame
Replace GA code (or
GTM page view tag) on
the pages with iframed
forms.
The code grabs the
canonical CID and
passes it to the iframe
with postMessage()
@mike_arnesen
all the specifics
Cross-Frame
Put the code in the iframe
source (or form template).
It fires up a new tracker
and uses the canonical CID
rather than create a new
one.
@mike_arnesen
all the specifics
Cross-Frame
@mike_arnesen
Put the code as the
Completion/Thank You
action.
Fire an event hit off to
GA; could be a page
view, too.
all the specifics
Cross-Device
The connection to the CID is severed
@mike_arnesen
Why?

Cookies aren’t shared
across browsers/devices
Our Best Option for Now
1. Set up User-ID in GA
2. Use cross-device reports
in a dedicated User-ID
view
+ UID
+ UID
Log In
Log In
Log In
Log In
SessionUnification
Log In
Log In
SessionUnification
02
CLICK TRACKING IN GTM
4 years of click tracking lessons in 

4 minutes
Click Tracking
The old way
Hard-coded JavaScript via
onclick attributes!
@mike_arnesen
onclick="ga('send',
'event',
'navigation',
'hamburger',
'about'"
Click Tracking
The old way
Hard-coded JavaScript via
onclick attributes!
@mike_arnesen
onclick="ga('send',
'event',
'navigation',
'hamburger',
'about'"
The horror…
Click Tracking
Original GTM flavor
No editing your source
code; hone in with CSS
selectors.
One event tag can
manage an entire
category of clicks!
@mike_arnesen
Click Tracking
The UpBuild Way
One event tag for
tracking all click
interactions.
dataLayer variables will
receive relevant data that
you specify.
@mike_arnesen
Click Tracking
The UpBuild Way
One HTML tag
(containing JavaScript)
takes care of click
handling and labeling
for your entire site.
@mike_arnesen
Click Tracking
The UpBuild Way
One HTML tag
(containing JavaScript)
takes care of click
handling and labeling
for your entire site.
@mike_arnesen
What to track
Data for GA
Custom 

Event
GTM
Variable
Click Tracking
The UpBuild Way
One HTML tag
(containing JavaScript)
takes care of click
handling and labeling
for your entire site.
@mike_arnesen
Some labels may 

need to be escaped!
What to track
Data for GA
Custom 

Event
GTM
Variable
03
FORM ABANDONMENT
TRACKING
Understand & analyze form
abandonment with a bulletproof
framework
Form Abandonment Tracking
Help travelers find their way through
@mike_arnesen
Why?

Forms these days.
Amirite?
Form Abandonment
Tracking
How it works
Each interaction logs the
name of the form field.
Upon abandonment, the
whole thing is delivered
to GA.
@mike_arnesen
Address > City > State >
Country > Zip > Home Airport
Form Abandonment
Tracking
Add this tag in GTM.
Input your:
- form selector
- submit button selector
- field attribute to track
One version for each form
type.
@mike_arnesen
How to implement
Form
Submit button
Attribute
Form Abandonment
Tracking
Triggers on the same
Custom Event as before!
@mike_arnesen
How to implement
Custom 

Event
04
ALIGNED CONVERSION
EVENTS
It’s go time, at the same time
@mike_arnesen
Out of Sync
Conversions
If multiple platforms
record conversions
in different ways
— even slightly —
it’s gonna get messy.
What’s the issue
@mike_arnesen
Out of Sync
Conversions
If multiple platforms
record conversions
in different ways
— even slightly —
it’s gonna get messy.
What’s the issue
Pardot/Marketo Leads: 120
Facebook Conversions: 80
GA Goal Completions: 143
LinkedIn Conversions: 78
@mike_arnesen
Take the Time
to Get Aligned
Base the recording
of a conversion around
a single, consistent event.
& Everyone Wins
@mike_arnesen
Take the Time
to Get Aligned
Base the recording
of a conversion around
a single, consistent event.
& Everyone Wins
Might I recommend a
custom dataLayer push?
@mike_arnesen
Take the Time
to Get Aligned
Base the recording
of a conversion around
a single, consistent event.
& Everyone Wins
Might I recommend a
custom dataLayer push?
05
MODIFYING BOUNCE RATE
To get a better picture of
engagement
Bounce Rate 

Ain’t So Great
A bounce isn’t 

a failure; 

it’s a visit with a

single interaction.
Page View
Page View
Page ViewEvent
Page View
Page View Pageview
Time in 

Seconds
1s 3s2s 4s
2-second session
Non-bounce
3-second session
Non-bounce
0-second session
Bounce
5s
Page View
0-second session
Bounce
Time in 

Seconds
1s 3s2s 4s 5s
Page View
3-second session
Non-bounce
Page View
0-second session
Bounce
Time in 

Seconds
1s 3s2s 4s 5s
EventInt Int
@mike_arnesen
Rescue Your
Bounce Rate
Listen closely for actions
that indicate engagement.
By Negating Bounce
@mike_arnesen
Rescue Your
Bounce Rate
The default setting
is to wait for 2 of
these 3 to occur.
By Negating BounceCopied content
Scrolled deep
Passed time
@mike_arnesen
Rescue Your
Bounce Rate
If enough lights go off,
send an event to GA so it
knows "no bounce!"
By Negating Bounce
Event Triggered!
@mike_arnesen
Rescue Your
Bounce Rate
Add this tag in GTM.
Input your:
- content elements
- time value
- engagement threshold
Trigger on "Page engaged"
Custom Event.
How to Implement
TO JAVASCRIPT
THE CAUSE OF,
AND SOLUTION TO,
ALL OF LIFE’S PROBLEMS
06
MEASUREMENT PROTOCOL
Send data to Google Analytics
with or without webpages
Measurement Protocol
allows you to make an HTTP Request that will 

send a hit to the Google Analytics servers.
@mike_arnesen
HTTP Request MP payload
Build Your Own Measurement Protocol Hit
https://ga-dev-tools.appspot.com/hit-builder/
+
https://google-analytics.com/collect
?v=1&t=pageview&tid=UA-68661604-1&cid=9156190c-
f12a-45fb-90de-b841638b6b4b&dp=%2Ftest-page%2F
+
Build Your Own Measurement Protocol Hit
https://ga-dev-tools.appspot.com/hit-builder/
https://google-analytics.com/collect?
v=1&t=pageview&tid=UA-68661604-1&cid=9156190c-f12a-45fb-90de-
b841638b6b4b&dp=%2Ftest-page%2F
Excelsior?
07
A STARTING POINT FOR 

YOUR OWN ADVENTURE
Summon the power of Eru and 

craft your own spells
Eru for GTM
Eru Ilúvatar
Eru is an account of
GTM containers.
Use only the modules
you need.
Just import, configure,
and play.
@mike_arnesen
Use Eru Core + modules you need
Just plug, configure, and play!
@mike_arnesen
Everything from this talk & more
Download @ HackGTM.com
@mike_arnesen
Import into your GTM container
Remember to merge, not overwrite
@mike_arnesen
Works out-of-the-box
with a few User Updates
Change Config Variables to
"false" to deactivate
@mike_arnesen
Level Up Your Analytics at SearchLove London 2017
Get the deck, 

learn more tips,
keep leveling up.
hackgtm.com
THANK YOU!

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