1. GTM (DATA COLLECTION)
1.1. Tags
1.1.1. BASE/CONFIG TAG
1.1.2. EVENT TAG
1.1.3. CONVERSION TAG
1.1.4. ANY OTHER TYPES?
1.2. Triggers
1.2.1. Page View trigger
1.2.1.1. 1) Consent initialization
1.2.1.2. 2) Initialization
1.2.1.3. 3) Page View
1.2.1.4. 4) DOM Ready
1.2.1.5. 5) Window loaded
1.2.2. Container Loaded trigger(gtm.js)
1.2.2.1. fire pageview tages that are not Google Tag
1.2.2.2. after Consent Initialization & Initialization
1.2.2.3. good for capturing events exactly when container fires on the page with all the other tags
1.2.3. click trigger
1.2.4. element visibility trigger
1.2.5. form submission trigger
1.2.6. scroll depth trigger
1.2.7. youtube video trigger
1.2.8. Custom Event trigger
1.2.8.1. Event Name: value of the event key e.g. login
1.2.8.2. When creating tag's Event Parameters, the parameter's Value equals {{key in the datalayer}}
1.2.9. history change trigger
1.2.10. javascript error trigger
1.2.11. time trigger
1.2.12. trigger group
1.3. Variables
1.3.1. Built-in Variables
1.3.2. User-Defined Variables
1.3.2.1. Navigation
1.3.2.1.1. HTTP Referrer
1.3.2.1.2. URL
1.3.2.2. Page Variables
1.3.2.2.1. 1st party cookie
1.3.2.2.2. Custom Javascript
1.3.2.2.3. Data layer
1.3.2.3. Page Elements
1.3.2.3.1. Auto-event variable
1.3.2.3.2. DOM element
1.3.2.3.3. Element visibility
1.3.2.4. Utilities
1.3.2.4.1. Constant
1.3.2.4.2. Custom event
1.3.2.4.3. Environment name
1.3.2.4.4. Google Analytics settings
1.3.2.4.5. Google Tag: Configuration Settings
1.3.2.4.6. Google Tag: Event Settings
1.3.2.4.7. Lookup table
1.3.2.4.8. Random number
1.3.2.4.9. RegEx table
1.3.2.5. User-provided data
1.3.2.6. Container data
2. Looker Studio(DATA REPORTING)
3. 1, Volumn
3.1. channel/source/medium
3.2. channel group
3.3. campaign: use UTM parameters to append URL(CTA link)
4. 2, Relevance
4.1. demographics, interests, bahaviors(Audience), tech
4.2. Segment Overlap
4.2.1. custom user segment
4.2.2. custom session segment
4.2.3. custom event segment
5. 3, Engagement
5.1. Events
5.1.1. custom event
5.1.1.1. STEP1: CONFIGURE EVENT TAGS IN GTM
5.1.1.1.1. STEP1: CHOOSE/CREATE VARIABLES FOR FILTERING TRIGGERS
5.1.1.1.2. STEP2: REFINE/CREATE TRIGGERS FOR CREATING EVENT TAGS
5.1.1.1.3. STEP3: CREATE EVENT TAGS
5.1.1.2. STEP2: VERIFY
5.1.1.2.1. OPTION1: GTM-PREVIEW MODE
5.1.1.2.2. OPTION2: GA4-CONFIGURE-DEBUGVIEW
5.1.1.3. (STEP3: REGISTER AS CUSTOM DIMENSIONS & METRICS IN GA4)
5.1.1.3.1. Setup:
5.1.1.4. STEP4: SEE EVENT IN GA4
5.1.1.4.1. OPTION1: Exploration (only after converting event tags into Custom Dimension); could also see parameters
5.1.1.4.2. OPTION2: Admin-Configure-Events
5.1.1.4.3. OPTION3: Reports-Engagements-Event (could also see parameters)
5.1.1.4.4. OPTION4: Realtime report (could also see parameters)
5.1.1.5. (STEP5: KEY EVENTS IN GA4)
5.1.1.5.1. OPTION1: Admin-configure-events-"mark as conversion"
5.1.1.5.2. OPTION2: Admin-configure-conversions-New conversion event-enter the same event name
5.1.2. recommended event: need to implement
5.1.2.1. view_promotion, view_item_list
5.1.3. automatically collected event
5.1.3.1. session_start, first_visit, user_engagement
5.1.4. enhanced measurement event
5.1.4.1. page views
5.1.4.1.1. can't be turned on/off
5.1.4.1.2. two parameters: location/URL & referrer
5.1.4.2. scrolls
5.1.4.2.1. default: 90% vertical depth
5.1.4.3. outbound clicks
5.1.4.3.1. link-classes
5.1.4.3.2. link_domain
5.1.4.3.3. link_id
5.1.4.3.4. link_url
5.1.4.3.5. outbound(T/F)
5.1.4.3.6. link text not available in default parameters
5.1.4.4. file downloads
5.1.4.4.1. file_extension
5.1.4.4.2. file_name
5.1.4.4.3. link_classes
5.1.4.4.4. link_domain
5.1.4.4.5. link_id
5.1.4.4.6. link_text
5.1.4.4.7. link_url
5.1.4.5. form interactions
5.1.4.5.1. 2 events: form_start; form_submit
5.1.4.5.2. 3 parameters: form_id; form_name; form_destination; form_text(only applicable to form_submit event)
5.1.4.6. site search
5.1.4.6.1. setup: with Search Term Query Parameter
5.1.4.6.2. where: DebugView; Real-time Report; Events reports; Explore-custom report
5.1.4.7. video engagement
5.1.4.7.1. 3 events (YouTube): video_start; video_progress; video_complete
5.1.4.7.2. other platforms: take GTM route
5.1.4.7.3. 7 parameters
5.2. Conversion
5.3. Pages & Screens (page-level analysis)
5.4. User Activity over time, User Stickiness
5.5. User ID tracking Q: HOW DOES IT CONNECT TO CRM?
5.6. Path Exploration
5.6.1. scenario1: learn customer journey in general,regardless of conversion
5.6.2. scenario2: specific ending point, not necessarily starting point, either way around
5.6.3. scenario3: see count of events
6. 4, Sustainability
6.1. Rentention analysis
6.2. Cohort Exploration
6.2.1. granularity (daily, weekly, monthly)
6.2.2. inclusion
6.2.2.1. first touch/acquistion date
6.2.2.2. any event
6.2.2.3. any transaction
6.2.2.4. any conversion
6.2.2.5. others
6.2.3. calculation
6.2.3.1. standard
6.2.3.2. rolling
6.2.3.3. cumulative
6.2.4. breakdown
6.2.5. values
7. 5, Meaningfulness
7.1. Monetization
7.2. Funnel Exploration
7.2.1. scenario1: specific list of actions to complete
7.2.2. scenario2: quantify and understand drop-offs
7.2.3. scenario3: time elapsed between each step
7.2.4. 2 types of funnel(Both will not count skipped steps)
7.2.4.1. Closed: start from Step1, inverted pyramid
7.2.4.2. Open: could be of any shape