Migrating Google Universal Analytics From The Website To Google Tag Manager

The Need

The client creates audio, video, and voice technologies that transform entertainment and communications in mobile devices, at the cinema, at home, and at work. For nearly 50 years, the US-based client has been specializing in audio noise reduction and audio encoding/compression technologies.

The client’s website (of over 500 pages) had Google Universal Analytics implemented directly on the source code. The major business challenges faced due to this:

  • Delay in analytics: Overdependence of the Analytics Team on the internal IT Department for any simple addition/modification of tags caused delay in analytics and decision-making.
  • High page load time: The website was also revamped recently to give a better visitor experience. Direct implementation resulted in an increase in the page load time, which was not desirable.

About Client

Nabler helped a US-based apparel brand optimize its investment on Adobe SiteCatalyst with a well-investigated re-implementation strategy and user training through our unique Digital Analytics Evangelization Program. This helped all the client’s teams get better and more relevant results and insights from SiteCatalyst, thereby increasing the tool usage and website effectiveness.

The Solution

After auditing the client’s existing website and tag management process Nabler suggested implementing Google Tag Manager (GTM). Nabler has a long-standing relationship with the client. In the past, we had helped the client migrate from Google Analytics to Universal Analytics. Our successful track-record and fruitful relationship were the reasons why the client gave an opportunity to Nabler for Google Tag Manager implementation. Additionally, Nabler also offered competitive pricing, round the clock support, dedicated implementation engineer, and a strong team of certified professionals.

Nabler's Approach

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Tag migration project phases:

  • Staging Site: Deploying the tags in Staging Site with QA process and sending the results to client for approval before pushing the tags to Production Site.
  • Production Site: Replicating the implementation from the Staging Site to the Production Site and repeating the QA process.
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Challenges Resolved:

  • Tagging Google API: Nabler tried tagging the Google Map API using custom HTML script. During the QA process we noticed that this resulted in multiple tags firing for the same event. We overcame this challenge by implementing Tags using Macro with custom JavaScript as a macro type.
  • Location search tag error: For the location search box on the website, the user could access the location by either clicking on the “enter” button on the keyboard or by clicking on the “search” button on the site. The problem faced was when a location was searched, multiple tags were fired; one for the enter button and the other for the mouse click. We overcame this challenge by using the dom click listeners and the jQuery event handlers.

The Benefits

  • Optimized tag implementation: Earlier it used to take at least 2-3 days to implement new tags. With Google Tag Manager, it’s a matter of a few hours.
  • Minimized tagging errors: Since the process is less arduous and there are fewer people involved, it requires less QA effort as well. The debugging options in GTM helps us see which tags are firing correctly and thereby take corrective actions for any issue.
  • Reduced page load time Migrating to GTM helped the client solve the problem of increased page load time.
  • Less dependence on IT team The client’s marketing team can now add or make changes to the analytics tags easily without relying on the IT team.
  • Single tag management platform All the analytics and marketing tags are now in one place for the client to view, add, or modify.
  • Quick turnaround Nabler’s team conducted the entire tag migration in 30 days and testing and QA took 10 days to complete.

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