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Analytics Tracking

Sets up, audits, and improves analytics tracking with GA4, GTM, Mixpanel, Segment, and UTM parameters.

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references/gtm-implementation.md

1# Google Tag Manager Implementation Reference
2 
3Detailed guide for implementing tracking via Google Tag Manager.
4 
5## Contents
6- Container Structure (tags, triggers, variables)
7- Naming Conventions
8- Data Layer Patterns
9- Common Tag Configurations (GA4 configuration tag, GA4 event tag, Facebook pixel)
10- Preview and Debug
11- Workspaces and Versioning
12- Consent Management
13- Advanced Patterns (tag sequencing, exception handling, custom JavaScript variables)
14 
15## Container Structure
16 
17### Tags
18 
19Tags are code snippets that execute when triggered.
20 
21**Common tag types:**
22- GA4 Configuration (base setup)
23- GA4 Event (custom events)
24- Google Ads Conversion
25- Facebook Pixel
26- LinkedIn Insight Tag
27- Custom HTML (for other pixels)
28 
29### Triggers
30 
31Triggers define when tags fire.
32 
33**Built-in triggers:**
34- Page View: All Pages, DOM Ready, Window Loaded
35- Click: All Elements, Just Links
36- Form Submission
37- Scroll Depth
38- Timer
39- Element Visibility
40 
41**Custom triggers:**
42- Custom Event (from dataLayer)
43- Trigger Groups (multiple conditions)
44 
45### Variables
46 
47Variables capture dynamic values.
48 
49**Built-in (enable as needed):**
50- Click Text, Click URL, Click ID, Click Classes
51- Page Path, Page URL, Page Hostname
52- Referrer
53- Form Element, Form ID
54 
55**User-defined:**
56- Data Layer variables
57- JavaScript variables
58- Lookup tables
59- RegEx tables
60- Constants
61 
62---
63 
64## Naming Conventions
65 
66### Recommended Format
67 
68```
69[Type] - [Description] - [Detail]
70 
71Tags:
72GA4 - Event - Signup Completed
73GA4 - Config - Base Configuration
74FB - Pixel - Page View
75HTML - LiveChat Widget
76 
77Triggers:
78Click - CTA Button
79Submit - Contact Form
80View - Pricing Page
81Custom - signup_completed
82 
83Variables:
84DL - user_id
85JS - Current Timestamp
86LT - Campaign Source Map
87```
88 
89---
90 
91## Data Layer Patterns
92 
93### Basic Structure
94 
95```javascript
96// Initialize (in <head> before GTM)
97window.dataLayer = window.dataLayer || [];
98 
99// Push event
100dataLayer.push({
101  'event': 'event_name',
102  'property1': 'value1',
103  'property2': 'value2'
104});
105```
106 
107### Page Load Data
108 
109```javascript
110// Set on page load (before GTM container)
111window.dataLayer = window.dataLayer || [];
112dataLayer.push({
113  'pageType': 'product',
114  'contentGroup': 'products',
115  'user': {
116    'loggedIn': true,
117    'userId': '12345',
118    'userType': 'premium'
119  }
120});
121```
122 
123### Form Submission
124 
125```javascript
126document.querySelector('#contact-form').addEventListener('submit', function() {
127  dataLayer.push({
128    'event': 'form_submitted',
129    'formName': 'contact',
130    'formLocation': 'footer'
131  });
132});
133```
134 
135### Button Click
136 
137```javascript
138document.querySelector('.cta-button').addEventListener('click', function() {
139  dataLayer.push({
140    'event': 'cta_clicked',
141    'ctaText': this.innerText,
142    'ctaLocation': 'hero'
143  });
144});
145```
146 
147### E-commerce Events
148 
149```javascript
150// Product view
151dataLayer.push({ ecommerce: null }); // Clear previous
152dataLayer.push({
153  'event': 'view_item',
154  'ecommerce': {
155    'items': [{
156      'item_id': 'SKU123',
157      'item_name': 'Product Name',
158      'price': 99.99,
159      'item_category': 'Category',
160      'quantity': 1
161    }]
162  }
163});
164 
165// Add to cart
166dataLayer.push({ ecommerce: null });
167dataLayer.push({
168  'event': 'add_to_cart',
169  'ecommerce': {
170    'items': [{
171      'item_id': 'SKU123',
172      'item_name': 'Product Name',
173      'price': 99.99,
174      'quantity': 1
175    }]
176  }
177});
178 
179// Purchase
180dataLayer.push({ ecommerce: null });
181dataLayer.push({
182  'event': 'purchase',
183  'ecommerce': {
184    'transaction_id': 'T12345',
185    'value': 99.99,
186    'currency': 'USD',
187    'tax': 5.00,
188    'shipping': 10.00,
189    'items': [{
190      'item_id': 'SKU123',
191      'item_name': 'Product Name',
192      'price': 99.99,
193      'quantity': 1
194    }]
195  }
196});
197```
198 
199---
200 
201## Common Tag Configurations
202 
203### GA4 Configuration Tag
204 
205**Tag Type:** Google Analytics: GA4 Configuration
206 
207**Settings:**
208- Measurement ID: G-XXXXXXXX
209- Send page view: Checked (for pageviews)
210- User Properties: Add any user-level dimensions
211 
212**Trigger:** All Pages
213 
214### GA4 Event Tag
215 
216**Tag Type:** Google Analytics: GA4 Event
217 
218**Settings:**
219- Configuration Tag: Select your config tag
220- Event Name: {{DL - event_name}} or hardcode
221- Event Parameters: Add parameters from dataLayer
222 
223**Trigger:** Custom Event with event name match
224 
225### Facebook Pixel - Base
226 
227**Tag Type:** Custom HTML
228 
229```html
230<script>
231  !function(f,b,e,v,n,t,s)
232  {if(f.fbq)return;n=f.fbq=function(){n.callMethod?
233  n.callMethod.apply(n,arguments):n.queue.push(arguments)};
234  if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
235  n.queue=[];t=b.createElement(e);t.async=!0;
236  t.src=v;s=b.getElementsByTagName(e)[0];
237  s.parentNode.insertBefore(t,s)}(window, document,'script',
238  'https://connect.facebook.net/en_US/fbevents.js');
239  fbq('init', 'YOUR_PIXEL_ID');
240  fbq('track', 'PageView');
241</script>
242```
243 
244**Trigger:** All Pages
245 
246### Facebook Pixel - Event
247 
248**Tag Type:** Custom HTML
249 
250```html
251<script>
252  fbq('track', 'Lead', {
253    content_name: '{{DL - form_name}}'
254  });
255</script>
256```
257 
258**Trigger:** Custom Event - form_submitted
259 
260---
261 
262## Preview and Debug
263 
264### Preview Mode
265 
2661. Click "Preview" in GTM
2672. Enter site URL
2683. GTM debug panel opens at bottom
269 
270**What to check:**
271- Tags fired on this event
272- Tags not fired (and why)
273- Variables and their values
274- Data layer contents
275 
276### Debug Tips
277 
278**Tag not firing:**
279- Check trigger conditions
280- Verify data layer push
281- Check tag sequencing
282 
283**Wrong variable value:**
284- Check data layer structure
285- Verify variable path (nested objects)
286- Check timing (data may not exist yet)
287 
288**Multiple firings:**
289- Check trigger uniqueness
290- Look for duplicate tags
291- Check tag firing options
292 
293---
294 
295## Workspaces and Versioning
296 
297### Workspaces
298 
299Use workspaces for team collaboration:
300- Default workspace for production
301- Separate workspaces for large changes
302- Merge when ready
303 
304### Version Management
305 
306**Best practices:**
307- Name every version descriptively
308- Add notes explaining changes
309- Review changes before publish
310- Keep production version noted
311 
312**Version notes example:**
313```
314v15: Added purchase conversion tracking
315- New tag: GA4 - Event - Purchase
316- New trigger: Custom Event - purchase
317- New variables: DL - transaction_id, DL - value
318- Tested: Chrome, Safari, Mobile
319```
320 
321---
322 
323## Consent Management
324 
325### Consent Mode Integration
326 
327```javascript
328// Default state (before consent)
329gtag('consent', 'default', {
330  'analytics_storage': 'denied',
331  'ad_storage': 'denied'
332});
333 
334// Update on consent
335function grantConsent() {
336  gtag('consent', 'update', {
337    'analytics_storage': 'granted',
338    'ad_storage': 'granted'
339  });
340}
341```
342 
343### GTM Consent Overview
344 
3451. Enable Consent Overview in Admin
3462. Configure consent for each tag
3473. Tags respect consent state automatically
348 
349---
350 
351## Advanced Patterns
352 
353### Tag Sequencing
354 
355**Setup tags to fire in order:**
356Tag Configuration > Advanced Settings > Tag Sequencing
357 
358**Use cases:**
359- Config tag before event tags
360- Pixel initialization before tracking
361- Cleanup after conversion
362 
363### Exception Handling
364 
365**Trigger exceptions** - Prevent tag from firing:
366- Exclude certain pages
367- Exclude internal traffic
368- Exclude during testing
369 
370### Custom JavaScript Variables
371 
372```javascript
373// Get URL parameter
374function() {
375  var params = new URLSearchParams(window.location.search);
376  return params.get('campaign') || '(not set)';
377}
378 
379// Get cookie value
380function() {
381  var match = document.cookie.match('(^|;) ?user_id=([^;]*)(;|$)');
382  return match ? match[2] : null;
383}
384 
385// Get data from page
386function() {
387  var el = document.querySelector('.product-price');
388  return el ? parseFloat(el.textContent.replace('$', '')) : 0;
389}
390```
391

Marketplace

Source from repo

Analytics Tracking

Sets up, audits, and improves analytics tracking with GA4, GTM, Mixpanel, Segment, and UTM parameters.

coreyhaines31GitHub coreyhaines31Source repo Original GitHub link Publisher page

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references/gtm-implementation.md

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markdown391 linesFree

references/gtm-implementation.md

1# Google Tag Manager Implementation Reference
2 
3Detailed guide for implementing tracking via Google Tag Manager.
4 
5## Contents
6- Container Structure (tags, triggers, variables)
7- Naming Conventions
8- Data Layer Patterns
9- Common Tag Configurations (GA4 configuration tag, GA4 event tag, Facebook pixel)
10- Preview and Debug
11- Workspaces and Versioning
12- Consent Management
13- Advanced Patterns (tag sequencing, exception handling, custom JavaScript variables)
14 
15## Container Structure
16 
17### Tags
18 
19Tags are code snippets that execute when triggered.
20 
21**Common tag types:**
22- GA4 Configuration (base setup)
23- GA4 Event (custom events)
24- Google Ads Conversion
25- Facebook Pixel
26- LinkedIn Insight Tag
27- Custom HTML (for other pixels)
28 
29### Triggers
30 
31Triggers define when tags fire.
32 
33**Built-in triggers:**
34- Page View: All Pages, DOM Ready, Window Loaded
35- Click: All Elements, Just Links
36- Form Submission
37- Scroll Depth
38- Timer
39- Element Visibility
40 
41**Custom triggers:**
42- Custom Event (from dataLayer)
43- Trigger Groups (multiple conditions)
44 
45### Variables
46 
47Variables capture dynamic values.
48 
49**Built-in (enable as needed):**
50- Click Text, Click URL, Click ID, Click Classes
51- Page Path, Page URL, Page Hostname
52- Referrer
53- Form Element, Form ID
54 
55**User-defined:**
56- Data Layer variables
57- JavaScript variables
58- Lookup tables
59- RegEx tables
60- Constants
61 
62---
63 
64## Naming Conventions
65 
66### Recommended Format
67 
68```
69[Type] - [Description] - [Detail]
70 
71Tags:
72GA4 - Event - Signup Completed
73GA4 - Config - Base Configuration
74FB - Pixel - Page View
75HTML - LiveChat Widget
76 
77Triggers:
78Click - CTA Button
79Submit - Contact Form
80View - Pricing Page
81Custom - signup_completed
82 
83Variables:
84DL - user_id
85JS - Current Timestamp
86LT - Campaign Source Map
87```
88 
89---
90 
91## Data Layer Patterns
92 
93### Basic Structure
94 
95```javascript
96// Initialize (in <head> before GTM)
97window.dataLayer = window.dataLayer || [];
98 
99// Push event
100dataLayer.push({
101  'event': 'event_name',
102  'property1': 'value1',
103  'property2': 'value2'
104});
105```
106 
107### Page Load Data
108 
109```javascript
110// Set on page load (before GTM container)
111window.dataLayer = window.dataLayer || [];
112dataLayer.push({
113  'pageType': 'product',
114  'contentGroup': 'products',
115  'user': {
116    'loggedIn': true,
117    'userId': '12345',
118    'userType': 'premium'
119  }
120});
121```
122 
123### Form Submission
124 
125```javascript
126document.querySelector('#contact-form').addEventListener('submit', function() {
127  dataLayer.push({
128    'event': 'form_submitted',
129    'formName': 'contact',
130    'formLocation': 'footer'
131  });
132});
133```
134 
135### Button Click
136 
137```javascript
138document.querySelector('.cta-button').addEventListener('click', function() {
139  dataLayer.push({
140    'event': 'cta_clicked',
141    'ctaText': this.innerText,
142    'ctaLocation': 'hero'
143  });
144});
145```
146 
147### E-commerce Events
148 
149```javascript
150// Product view
151dataLayer.push({ ecommerce: null }); // Clear previous
152dataLayer.push({
153  'event': 'view_item',
154  'ecommerce': {
155    'items': [{
156      'item_id': 'SKU123',
157      'item_name': 'Product Name',
158      'price': 99.99,
159      'item_category': 'Category',
160      'quantity': 1
161    }]
162  }
163});
164 
165// Add to cart
166dataLayer.push({ ecommerce: null });
167dataLayer.push({
168  'event': 'add_to_cart',
169  'ecommerce': {
170    'items': [{
171      'item_id': 'SKU123',
172      'item_name': 'Product Name',
173      'price': 99.99,
174      'quantity': 1
175    }]
176  }
177});
178 
179// Purchase
180dataLayer.push({ ecommerce: null });
181dataLayer.push({
182  'event': 'purchase',
183  'ecommerce': {
184    'transaction_id': 'T12345',
185    'value': 99.99,
186    'currency': 'USD',
187    'tax': 5.00,
188    'shipping': 10.00,
189    'items': [{
190      'item_id': 'SKU123',
191      'item_name': 'Product Name',
192      'price': 99.99,
193      'quantity': 1
194    }]
195  }
196});
197```
198 
199---
200 
201## Common Tag Configurations
202 
203### GA4 Configuration Tag
204 
205**Tag Type:** Google Analytics: GA4 Configuration
206 
207**Settings:**
208- Measurement ID: G-XXXXXXXX
209- Send page view: Checked (for pageviews)
210- User Properties: Add any user-level dimensions
211 
212**Trigger:** All Pages
213 
214### GA4 Event Tag
215 
216**Tag Type:** Google Analytics: GA4 Event
217 
218**Settings:**
219- Configuration Tag: Select your config tag
220- Event Name: {{DL - event_name}} or hardcode
221- Event Parameters: Add parameters from dataLayer
222 
223**Trigger:** Custom Event with event name match
224 
225### Facebook Pixel - Base
226 
227**Tag Type:** Custom HTML
228 
229```html
230<script>
231  !function(f,b,e,v,n,t,s)
232  {if(f.fbq)return;n=f.fbq=function(){n.callMethod?
233  n.callMethod.apply(n,arguments):n.queue.push(arguments)};
234  if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
235  n.queue=[];t=b.createElement(e);t.async=!0;
236  t.src=v;s=b.getElementsByTagName(e)[0];
237  s.parentNode.insertBefore(t,s)}(window, document,'script',
238  'https://connect.facebook.net/en_US/fbevents.js');
239  fbq('init', 'YOUR_PIXEL_ID');
240  fbq('track', 'PageView');
241</script>
242```
243 
244**Trigger:** All Pages
245 
246### Facebook Pixel - Event
247 
248**Tag Type:** Custom HTML
249 
250```html
251<script>
252  fbq('track', 'Lead', {
253    content_name: '{{DL - form_name}}'
254  });
255</script>
256```
257 
258**Trigger:** Custom Event - form_submitted
259 
260---
261 
262## Preview and Debug
263 
264### Preview Mode
265 
2661. Click "Preview" in GTM
2672. Enter site URL
2683. GTM debug panel opens at bottom
269 
270**What to check:**
271- Tags fired on this event
272- Tags not fired (and why)
273- Variables and their values
274- Data layer contents
275 
276### Debug Tips
277 
278**Tag not firing:**
279- Check trigger conditions
280- Verify data layer push
281- Check tag sequencing
282 
283**Wrong variable value:**
284- Check data layer structure
285- Verify variable path (nested objects)
286- Check timing (data may not exist yet)
287 
288**Multiple firings:**
289- Check trigger uniqueness
290- Look for duplicate tags
291- Check tag firing options
292 
293---
294 
295## Workspaces and Versioning
296 
297### Workspaces
298 
299Use workspaces for team collaboration:
300- Default workspace for production
301- Separate workspaces for large changes
302- Merge when ready
303 
304### Version Management
305 
306**Best practices:**
307- Name every version descriptively
308- Add notes explaining changes
309- Review changes before publish
310- Keep production version noted
311 
312**Version notes example:**
313```
314v15: Added purchase conversion tracking
315- New tag: GA4 - Event - Purchase
316- New trigger: Custom Event - purchase
317- New variables: DL - transaction_id, DL - value
318- Tested: Chrome, Safari, Mobile
319```
320 
321---
322 
323## Consent Management
324 
325### Consent Mode Integration
326 
327```javascript
328// Default state (before consent)
329gtag('consent', 'default', {
330  'analytics_storage': 'denied',
331  'ad_storage': 'denied'
332});
333 
334// Update on consent
335function grantConsent() {
336  gtag('consent', 'update', {
337    'analytics_storage': 'granted',
338    'ad_storage': 'granted'
339  });
340}
341```
342 
343### GTM Consent Overview
344 
3451. Enable Consent Overview in Admin
3462. Configure consent for each tag
3473. Tags respect consent state automatically
348 
349---
350 
351## Advanced Patterns
352 
353### Tag Sequencing
354 
355**Setup tags to fire in order:**
356Tag Configuration > Advanced Settings > Tag Sequencing
357 
358**Use cases:**
359- Config tag before event tags
360- Pixel initialization before tracking
361- Cleanup after conversion
362 
363### Exception Handling
364 
365**Trigger exceptions** - Prevent tag from firing:
366- Exclude certain pages
367- Exclude internal traffic
368- Exclude during testing
369 
370### Custom JavaScript Variables
371 
372```javascript
373// Get URL parameter
374function() {
375  var params = new URLSearchParams(window.location.search);
376  return params.get('campaign') || '(not set)';
377}
378 
379// Get cookie value
380function() {
381  var match = document.cookie.match('(^|;) ?user_id=([^;]*)(;|$)');
382  return match ? match[2] : null;
383}
384 
385// Get data from page
386function() {
387  var el = document.querySelector('.product-price');
388  return el ? parseFloat(el.textContent.replace('$', '')) : 0;
389}
390```
391

Analytics Tracking

references/gtm-implementation.md

Preparing the source view

Analytics Tracking

references/gtm-implementation.md