[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fharry-brace\u002Fpage\u002F5":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":196,"head_links":198,"breadcrumbs":184,"posts":202,"pages":179,"head":1527},"Harry Brace","","I'm the Director, Head of Solutions at Impression. I spend my time debugging and implementing tracking using Google Tag Manager, managing data warehousing platforms and building Looker Studio reports!",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":49,"page_content_modules":105,"hero":180},"\u003Cp>Director, Head of Solutions. Joined Impression in November 2017.\u003C\u002Fp>\n\u003Cp>I gained 4 years of experience as a web developer before moving to Impression as a digital account manager in 2017. I moved across to the Analytics department in 2019 and I’ve been strengthening and growing our Analytics offering ever since.\u003C\u002Fp>\n\u003Cp>Day to day, I spend my time debugging and implementing tracking using Google Tag Manager, managing data warehousing platforms and building Looker Studio reports!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding the analytics department over the last couple of years with the help of Aaron and now Alex H.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nFind me socialising, skiing or gaming.\u003C\u002Fp>\n","Director, Head of Solutions",[13,30,40],{"page":14,"link_text":29},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},374,"98","2021-01-11 16:25:32","Analytics","publish","closed","analytics","2026-09-28 11:36:16",0,"\u002F?page_id=374","page","0","raw","\u002Fanalytics\u002F","Web Analytics",{"page":31,"link_text":34},{"ID":32,"post_author":16,"post_date":33,"post_date_gmt":33,"post_content":5,"post_title":34,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":35,"to_ping":5,"pinged":5,"post_modified":36,"post_modified_gmt":36,"post_content_filtered":5,"post_parent":37,"guid":38,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":39},17916,"2022-06-20 08:56:55","Tag Management","tag-management","2026-09-28 11:05:27",17552,"\u002F?page_id=17916","\u002Fmedia-solutions\u002Ftag-management\u002F",{"page":41,"link_text":44},{"ID":42,"post_author":16,"post_date":43,"post_date_gmt":43,"post_content":5,"post_title":44,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":45,"to_ping":5,"pinged":5,"post_modified":46,"post_modified_gmt":46,"post_content_filtered":5,"post_parent":37,"guid":47,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":48},17140,"2022-05-27 14:22:19","Google Marketing Platform","google-marketing-platform","2026-09-25 10:43:13","\u002F?page_id=17140","\u002Fmedia-solutions\u002Fgoogle-marketing-platform\u002F",{"ID":50,"id":50,"title":51,"filename":52,"filesize":53,"url":54,"link":55,"alt":5,"author":56,"description":5,"caption":5,"name":57,"status":58,"uploaded_to":23,"date":59,"modified":59,"menu_order":23,"mime_type":60,"type":61,"subtype":62,"icon":63,"width":64,"height":65,"sizes":66},25135,"Harry-Brace2","Harry-Brace2.png",306919,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&q=90","\u002Fharry-brace2\u002F","12","harry-brace2","inherit","2023-10-03 16:03:03","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":67,"thumbnail-width":68,"thumbnail-height":68,"medium":69,"medium-width":70,"medium-height":71,"medium_large":72,"medium_large-width":73,"medium_large-height":74,"large":75,"large-width":76,"large-height":77,"1536x1536":78,"1536x1536-width":79,"1536x1536-height":80,"2048x2048":81,"2048x2048-width":82,"2048x2048-height":83,"post-thumbnail":84,"post-thumbnail-width":85,"post-thumbnail-height":86,"12_col":87,"12_col-width":88,"12_col-height":89,"default_landscape":90,"default_landscape-width":91,"default_landscape-height":65,"default_portrait":92,"default_portrait-width":65,"default_portrait-height":91,"6_col_and_margin_short":93,"6_col_and_margin_short-width":85,"6_col_and_margin_short-height":89,"11_col_and_margin":94,"11_col_and_margin-width":95,"11_col_and_margin-height":89,"9_col_rectangle":96,"9_col_rectangle-width":97,"9_col_rectangle-height":98,"11_col":99,"11_col-width":100,"11_col-height":89,"staff_image_696_600":101,"staff_image_696_600-width":64,"staff_image_696_600-height":65,"rectangular_thumbnail":102,"rectangular_thumbnail-width":103,"rectangular_thumbnail-height":104},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[106],{"acf_fc_layout":107,"reduced":108,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":109,"posts":110},"author_posts",true,"Harry Brace’s posts",{"data":111,"pages":179},[112,126,139,149,161,170],{"type_key":113,"title":114,"excerpt":115,"to":116,"postedAt":117,"readingTime":118,"image":119,"authors":120,"category":123},"post","Enhance your reporting with new Google Analytics 4 UTM parameters","\u003Cp>Well almost… These parameters are not yet available in your GA4 reports, but they are available to collect, ready for when they are added to the GA4 interface. An opinion shared by many, one of the most powerful tools within Google Analytics is UTM tracking. The ability to track all inbound links with custom parameters […]\u003C\u002Fp>\n","\u002Fblog\u002Fnew-ga4-utm-parameters\u002F","2023-03-21T11:49:25",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Fmyriam-jessier-Pu96DJ6rct8-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[121],{"name":4,"image":122},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":124,"name":125},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":113,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":138},"Google Analytics 4 updates and what they mean for your business","\u003Cp>There has been a plethora of updates to Google Analytics 4 over the past 12-months, which can be pretty difficult to keep track of. In this blog we cover all major & notable updates that have happened from November 2021 to October 2022 and what impact they have had on GA4 users. October 5, 2022 […]\u003C\u002Fp>\n","\u002Fblog\u002Fgoogle-analytics-4-updates-and-what-they-mean-for-your-business\u002F","2022-10-18T12:51:05",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fmike-hindle-WwPEtnIdyPc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[134,135],{"name":4,"image":122},{"name":136,"image":137},"Alex Howat","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":124,"name":125},{"type_key":113,"title":140,"excerpt":141,"to":142,"postedAt":143,"readingTime":144,"image":145,"authors":146,"category":148},"Google Tag Manager’s new Tag Assistant Preview Mode","\u003Cp>Anyone who uses Google Tag Manager will agree that preview mode has always been a great tool when adding and debugging tags. That said, it definitely wasn’t perfect… Want to see the previous GTM state after a page load? Nope. Want to debug a mobile site? Good luck. These were the two main headaches that […]\u003C\u002Fp>\n","\u002Fblog\u002Fgoogle-tag-managers-new-tag-assitant-preview-mode\u002F","2025-03-31T14:10:10",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FYp5I1DIC-050720211625503459_GTM.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[147],{"name":4,"image":122},{"to":124,"name":125},{"type_key":113,"title":150,"excerpt":151,"to":152,"postedAt":153,"readingTime":154,"image":155,"authors":156,"category":158},"4 Essential Methods for Measuring Black Friday Success","\u003Cp>Black Friday is a huge opportunity for ecommerce businesses, this year in particular we expect to see an even bigger increase in online sales due to lockdown restrictions. As we know, in digital marketing, it’s essential to measure as much as possible in order to best understand which channels work for you and help you […]\u003C\u002Fp>\n","\u002Fblog\u002F4-essential-methods-for-measuring-black-friday-success\u002F","2022-02-07T16:48:14",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503633_campaign-creators-pypeCEaJeZY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[157],{"name":4,"image":122},{"to":159,"name":160},"\u002Fblog\u002Fcategory\u002Fblack-friday\u002F","Black Friday",{"type_key":113,"title":162,"excerpt":163,"to":164,"postedAt":165,"readingTime":154,"image":166,"authors":167,"category":169},"Complete guide to UTM tracking","\u003Cp>UTM tracking or “Urchin Tra…” okay, no one really cares what it stands for. What you do want to know is what it is, why we use it and how to use it. This blog will give you the knowledge you need to master UTM tracking! What is UTM tracking? AKA UTM tags\u002Fcode\u002Fparameters, UTM tracking […]\u003C\u002Fp>\n","\u002Fblog\u002Fcomplete-guide-to-utm-tracking\u002F","2024-09-30T09:48:36","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504276_pazarlama-stratejisi-1-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[168],{"name":4,"image":122},{"to":124,"name":125},{"type_key":113,"title":171,"excerpt":172,"to":173,"postedAt":174,"readingTime":144,"image":175,"authors":176,"category":178},"How to implement & test Google Ads call tracking using Tag Manager","\u003Cp>If you’re a business who receives a high percentage of customers via telephone, it can often be a challenge to attribute them a specific piece of marketing activity or channel. Luckily, at least for Google Ads, this challenge has a solution, and even better, it’s free! There are four types of call tracking within Google […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-implement-test-google-ads-call-tracking-using-tag-manager\u002F","2024-08-01T16:17:27","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fehbw8fxP-050720211625504339_telephone-banner.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[177],{"name":4,"image":122},{"to":124,"name":125},"6",{"type":181,"style":182,"title":183,"heading":4,"intro":10,"services":12,"breadcrumbs":184,"photo":67,"social":196},"author","dark","Meet the Team",[185,188,191,194],{"path":186,"name":187},"\u002F","Home",{"path":189,"name":190},"\u002Fabout\u002F","About Us",{"path":192,"name":193},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":195,"name":4},null,{"twitter":5,"linkedin":197},"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fharrison-brace-137b8482\u002F",[199],{"rel":200,"href":201},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fharry-brace\u002F",[203,520,751,944,1140,1335],{"id":204,"date":205,"date_gmt":205,"guid":206,"modified":117,"modified_gmt":117,"slug":208,"status":19,"type":113,"link":116,"title":209,"content":210,"excerpt":213,"author":214,"featured_media":215,"comment_status":20,"ping_status":20,"sticky":212,"template":5,"format":216,"meta":217,"categories":220,"collections":222,"coauthors":223,"class_list":225,"acf":233,"head_links":234,"breadcrumbs":235,"url_path":116,"search_description":219,"featured_image_urls":242,"authors":277,"type_nicename":290,"reading_minutes":118,"category":291,"yoast_title":218,"yoast_meta":293,"yoast_json_ld":348,"_links":471},21221,"2023-01-30T09:17:48",{"rendered":207},"\u002F?p=21221","new-ga4-utm-parameters",{"rendered":114},{"rendered":211,"protected":212},"\n\u003Cp>Well almost… These parameters are not yet available in your GA4 reports, but they are available to collect, ready for when they are added to the GA4 interface. \u003C\u002Fp>\n\n\n\n\u003Cp>An opinion shared by many, one of the most powerful tools within Google Analytics is UTM tracking. The ability to track all inbound links with custom parameters has been invaluable in attributing our website traffic and marketing efforts.\u003C\u002Fp>\n\n\n\n\u003Cp>With the move to Google Analytics 4, it’s never been more important to look at our UTM parameters and ensure they are set up correctly. This is because unlike with Universal Analytics, we can’t edit the channel groupings in GA4. This may seem counterproductive at first, but it’s a great way to create standardisation of UTM naming conventions across digital marketing.  \u003C\u002Fp>\n\n\n\n\u003Cp>The details of these new fixed channel groupings and their conditions can all be found in Google’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9756891\">official documentation\u003C\u002Fa>. If you have a wide array of traffic sources and more complex setups including DV360 and various publishing partners, it’s important to get ahead and update your UTM parameters before the switch. Don’t forget to update your UA channel grouping settings if you change your UTM parameters \u003Cstrong>ahead of July 1st\u003C\u002Fstrong>. \u003C\u002Fp>\n\n\n\n\u003Cp>One of the main differences between UA and GA4 when it comes to UTM tracking is the level of granularity and customization available. In UA, UTM parameters are limited to source, medium, campaign, term, and content, which are used to identify the referral source and the campaign that drove the user to your website.\u003C\u002Fp>\n\n\n\n\u003Cp>In contrast, GA4 offers more UTM parameters than UA, which gives you more control over the data you collect, and allows you to track more specific information about your campaigns. In addition to the standard UTM parameters, you can now also collect 4 additional parameters.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Standard Parameters\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>utm_source\u003C\u002Fstrong>: The referrer or the source of the traffic.\u003C\u002Fli>\u003Cli>\u003Cstrong>utm_medium\u003C\u002Fstrong>: The type of referral, such as email, social, or organic.\u003C\u002Fli>\u003Cli>\u003Cstrong>utm_campaign\u003C\u002Fstrong>: The name of the campaign.\u003C\u002Fli>\u003Cli>\u003Cstrong>utm_term\u003C\u002Fstrong>: The search term used to find your website.\u003C\u002Fli>\u003Cli>\u003Cstrong>utm_content\u003C\u002Fstrong>: The specific content or ad that the user clicked on.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>New parameters\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>utm_source_platform\u003C\u002Fstrong>: The platform responsible for directing the traffic.\u003C\u002Fli>\u003Cli>\u003Cstrong>utm_creative_format\u003C\u002Fstrong>: The format of the ad, such as video or display.\u003C\u002Fli>\u003Cli>\u003Cstrong>utm_marketing_tactic:\u003C\u002Fstrong> The targeting settings for the ad such as prospecting, remarketing etc.\u003C\u002Fli>\u003Cli>\u003Cstrong>utm_id:\u003C\u002Fstrong> This is the ID of the specific campaign and is required for GA4 data importing.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>In addition to these new UTM parameters, GA4 also offers more advanced cross-device tracking, which allows you to track a user’s engagement across multiple devices without losing their original traffic source.\u003C\u002Fp>\n\n\n\n\u003Cp>In conclusion, GA4 offers more advanced UTM tracking capabilities than UA, with more UTM parameters available, and more advanced tracking capabilities such as cross-device tracking. These new features give you more control over the data you collect, and allow you to track more specific information about your campaigns. This data can help you make better-informed decisions about how to optimise your campaigns and drive more conversions.\u003C\u002Fp>\n\n\n\n\u003Cp>Check out our complete guide for \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcomplete-guide-to-utm-tracking\u002F\">UTM tracking\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>For help ensuring your UTM is set up correctly, reach out to our solutions team and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>! Or for more insights on all things GA4 and measurement, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F\">blogs\u003C\u002Fa>.\u003C\u002Fp>\n",false,{"rendered":115,"protected":212},29,21227,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":218,"_yoast_wpseo_metadesc":219,"inline_featured_image":212,"footnotes":5},"How to set up UTM tracking in Google Analytics 4 | Impression","With Google Analytics 4, it’s never been more important to look at UTM parameters and ensure they are set up correctly. Read 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In this blog we cover all major & notable updates that have happened from November 2021 to October 2022 and what impact they have had on GA4 users.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#october-5-2022-greater-compatibility-across-ua-and-ga4-ecommerce-implementations\">October 5, 2022 - Greater compatibility across UA and GA4 ecommerce implementations\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#september-29-2022-measure-form-interactions-automatically\">September 29, 2022 - Measure form interactions automatically\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#august-16-2022-improvements-to-data-driven-attribution\">August 16, 2022 - Improvements to data-driven attribution\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#july-22-2022-filters-for-reports\">July 22, 2022 - Filters for reports\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#create-filtered-custom-reports\">Create filtered custom reports\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#july-11-2022-new-metrics\">July 11, 2022 - New metrics?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#bounce-rate\">Bounce rate\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#conversion-rates\">Conversion rates\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#utm-term-and-utm-ad-content\">UTM term and UTM ad content\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#march-14-2022-google-analytics-4-integration-with-search-ads-360\">March 14, 2022 - Google Analytics 4 Integration with Search Ads 360\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#february-11-2022-google-analytics-4-integration-with-display-video-360\">February 11, 2022 - Google Analytics 4 Integration with Display & Video 360\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#november-15-2021-improvements-to-default-channel-groupings-other-updates-not-always-listed\">November 15, 2021 - Improvements to Default Channel Groupings + other updates (not always listed)\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"october-5-2022-greater-compatibility-across-ua-and-ga4-ecommerce-implementations\">October 5, 2022 – Greater compatibility across UA and GA4 ecommerce implementations\u003C\u002Fh2>\n\n\n\n\u003Cp>One of the main challenges with implementing GA4 with ecommerce data was the level of complexity compared to Universal Analytics. Previously, each ecommerce action would need all of the related data variables manually mapping to the event as you can see below…\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"702\" height=\"546\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fecommerce-tag-configurations.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Tag configurations\nTag type - Google Analytics (GA4 Event)\nConfiguration Tag - GA4 - Config + PV\nEvent name - Purchase\" class=\"wp-image-19846\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Now with this update, you can point your GA4 events directly to your GA4 or Universal Analytics data layer to automatically collect ecommerce event data. What’s even better, is that this works in reverse, so you can also point your current Universal Analytics implementation to a new GA4 data layer schema and it will continue tracking as normal. \u003C\u002Fp>\n\n\n\n\u003Cp>This gives you much better flexibility when it comes to either re-working your current data layer or using your existing one to start collecting GA4 ecommerce data as soon as possible.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"391\" height=\"200\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fecommerce-tag-configurations-2.jpg?auto=compress%2Cformat&q=90\" alt=\"E-commerce. Enable enhanced ecommerce featured - true. Use Data layer.\" class=\"wp-image-19845\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"september-29-2022-measure-form-interactions-automatically\">September 29, 2022 – Measure form interactions automatically\u003C\u002Fh2>\n\n\n\n\u003Cp>With this update, Marketers will be able to better understand when users interact with forms on their websites, such as contact forms hosted by third-party plugins, platforms, or your own built-in forms.  Enhanced measurement options within Google Analytics 4 will be able to show you the first time a user interacts with a form (within a session) and when a user submits a form. These options can be implemented as:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cem>Form_start\u003C\u002Fem>\u003C\u002Fli>\u003Cli>\u003Cem>Form_submit\u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>These events will automatically be enabled for any new tracked intractable form elements set up in apps or websites, such as forms. All measurable events and parameters can be found in Google’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9216061?hl=en\">enhanced event measurement article\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>The built-in form tracking in Google Tag Manager has been ok at best, so it’s important to understand how accurate this automated tracking is going to be. Usually the submit function of a form will carry out the validation and look for errors, however the automated tracking here isn’t that advanced and will just see the form submission, tracking an event. It’s always best to implement accurate conversion tracking via Google Tag Manager that will only track a conversion once a form has been successfully submitted.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"august-16-2022-improvements-to-data-driven-attribution\">August 16, 2022 – Improvements to data-driven attribution\u003C\u002Fh2>\n\n\n\n\u003Cp>Changes have been made to the Data-Driven Attribution model, this is a notable update for marketers as it uses machine learning to pinpoint user interactions and distribute conversion credit across each of your marketing channels. \u003C\u002Fp>\n\n\n\n\u003Cp>As of the August 16th update, the machine has gotten smarter with improved model accuracy for conversion types with low conversion volumes and short data histories, among others. This gives these conversions a bit more credit than before. Properties that have data-driven attribution enabled in the Attribution Settings and Advertising workspace will be affected by this. For more information on Data-Driven Attribution \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fchanges-you-need-to-know-before-switching-to-google-analytics-4\u002F\">click here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Data driven attribution is our preferred method for most reporting and it’s good to hear that Google is constantly improving and optimising how the algorithm works. Unfortunately for Marketers it will always be black box when it comes to exactly how each conversion is calculated but we can be confident in knowing that channels such as social that have had a difficult time in the past taking credit for conversions will get a much louder voice with data-driven attribution. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"july-22-2022-filters-for-reports\">July 22, 2022 – Filters for reports\u003C\u002Fh2>\n\n\n\n\u003Cp>You can now add filters in the standard reports within GA4. This may seem like a small feature but it allows you to segment data in a very similar way that views within Universal Analytics work. So, you can filter out data coming in from multiple sources in order to derive insights from a specific channel (i.e. filtering out iOS app data when looking at Android app data).\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-medium_large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1121\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fga4-filters-for-reports-1.jpg?auto=compress%2Cformat&q=90\" alt=\"Select add filter+ on the report UI\" class=\"wp-image-19847\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"create-filtered-custom-reports\">\u003Cstrong>Create filtered custom reports\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>When you leave the report, Google Analytics 4 will automatically remove any filters that have been added. Whilst this may come across as a pain for those wishing to return to reports with filters at a later date, those with editor access can create custom detail reports where \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F11377859\">filters can be saved\u003C\u002Fa>. This results in a more guided reporting experience, where you can easily swap between a variety of reports on data from different sources.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"859\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fga4-filters-for-reports-2.jpg?auto=compress%2Cformat&q=90\" alt=\"Open up customize report and select add filter under report filter.\" class=\"wp-image-19848\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"july-11-2022-new-metrics\">July 11, 2022 – New metrics \u003C\u002Fh2>\n\n\n\n\u003Cp>This update introduced a range of new metrics and dimensions in GA4. Despite having new metrics right out of the box, there were a few metrics missing from what could be found in Universal Analytics in GA4’s earlier life. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"bounce-rate\">Bounce rate\u003C\u002Fh3>\n\n\n\n\u003Cp>Controversially not included in GA4, bounce rate has now been added as a recorded metric. In GA4, bounce rate refers to the percentage of sessions that were not engaged with content on your website, essentially the reversal of engagement rate. However, this is being calculated differently in Google Analytics 4 than in Universal Analytics.\u003C\u002Fp>\n\n\n\n\u003Cp>In Universal Analytics, bounce rate was measured as a percentage of single page sessions  with no interactions within 0 seconds. In GA4, it is measured as a percentage of sessions that were not engaged within 10 seconds, meaning that if an event is not triggered on a page within 10 seconds it is counted as a bounce. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F11986666#bounce_rate_vs_engagement_rate&zippy=%2Cin-this-article\">Learn more about bounce rates\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"conversion-rates\">Conversion rates\u003C\u002Fh3>\n\n\n\n\u003Cp>Conversion rates were added to GA4, a key metric which was missing beforehand. In GA4, this is split between \u003Cem>User Conversion Rate\u003C\u002Fem> and \u003Cem>Session Conversion Rate\u003C\u002Fem>. The former being the rate of users that trigger a conversion event, the latter being the rate in which any conversion event was triggered within a given session. For example, within one session multiple conversion events can be triggered, whilst multiple users can trigger the same conversion event.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"utm-term-and-utm-ad-content\">UTM term and UTM ad content\u003C\u002Fh3>\n\n\n\n\u003Cp>There have been new dimensions added to Explorations, Reporting, and Audience Builder to highlight utm_content and utm_term parameter values. Each parameter has a user-scoped and a session-scoped dimension.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"march-14-2022-google-analytics-4-integration-with-search-ads-360\">March 14, 2022 – Google Analytics 4 Integration with Search Ads 360\u003C\u002Fh2>\n\n\n\n\u003Cp>As Google Analytics 4 naturally grows to become the inevitable replacement for Universal Analytics, it meant the adoption of integrated features that could be found in UA. This meant that integration with other Google properties like Search Ads 360 was inevitable.\u003C\u002Fp>\n\n\n\n\u003Cp>Ultimately, this update allowed for more accurate tracking of conversions and better reporting on the performance of search campaigns in GA4. Users gained access to cross-channel reporting, allowing Search Ad 360 reporting and attribution to appear in GA4. Furthermore, metrics from GA4 were to be accessed through Search Ads 360, including conversions and cross-platform engagement.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"february-11-2022-google-analytics-4-integration-with-display-video-360\">February 11, 2022 – Google Analytics 4 Integration with Display & Video 360\u003C\u002Fh2>\n\n\n\n\u003Cp>Another key update was the Display & Video 360 integration with GA4, which was vital for any marketer running visual campaigns. Alongside Search Ads, Display & Video are core for brands looking to launch creative campaigns across Google and other areas of the web. This update saw Display & Video 360 and GA4 integrate to provide supporting metrics that would appear on both platforms exchangeably, such as:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Attributed Display & Video 360 traffic appearing GA4 reports\u003C\u002Fli>\u003Cli>Exportable GA4 audiences for campaign targeting in Display & Video\u003C\u002Fli>\u003Cli>Exportable conversion data from GA4 into Display & Video for use in custom bidding algorithms\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"november-15-2021-improvements-to-default-channel-groupings-other-updates-not-always-listed\">November 15, 2021 – Improvements to Default Channel Groupings + other updates (not always listed)\u003C\u002Fh2>\n\n\n\n\u003Cp>The update saw changes to several channels within Google Analytics 4 which would improve the overall quality of channel groupings. This included YouTube being specifically designated as a Video channel and not a Social channel. Now, instead of showing up as either ‘Organic\u002FPaid Social’, it will show up as ‘Organic\u002FPaid Video’ within auto-tagged Google Ads.\u003C\u002Fp>\n\n\n\n\u003Cp>Several channels were updated to improve accuracy, such as all rules being case sensitive, the inclusion of CPA and CPV being added to Paid mediums, and organic-tagged utms from social sites being displayed as Organic Social, rather than Organic Search.\u003C\u002Fp>\n\n\n\n\u003Cp>To round-up this update, new channel groupings in GA4 will display as:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Paid Video\u003C\u002Fli>\u003Cli>Organic Video\u003C\u002Fli>\u003Cli>Paid Shopping\u003C\u002Fli>\u003Cli>Organic Shopping\u003C\u002Fli>\u003Cli>Paid Other\u003C\u002Fli>\u003Cli>SMS\u003C\u002Fli>\u003Cli>Mobile Push Notifications\u003C\u002Fli>\u003Cli>Audio\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>It’s great to see that the Google Team are constantly updating these channel groupings as currently within GA4, you can’t edit how these are categorised. It’s not certain whether this will change as on one hand it encourages more standardisation for UTM tagging across the industry but also on the other hand, could limit those marketers that have more unique attribution needs.\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>Stay up to date with the latest \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and data news in our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F\">blog\u003C\u002Fa> – or if you have any questions about anything covered here, feel free to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>!\u003C\u002Fp>\n",{"rendered":128,"protected":212},19827,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":532,"_yoast_wpseo_metadesc":533,"inline_featured_image":212,"footnotes":5},"Google Analytics 4 updates and what they mean for your business | Impression","We cover all major & notable Google Analytics 4 updates that have happened from November 2021 to October 2022 and the impact on its users.",[221],[],[224,537],183,[539,113,227,228,229,230,231,232],"post-19824",[],[],[543,544,545,546],{"path":186,"name":187},{"path":238,"name":239},{"path":124,"name":125},{"path":195,"name":127},{"thumbnail":548,"medium":549,"medium_large":551,"large":553,"1536x1536":555,"2048x2048":557,"post-thumbnail":559,"12_col":561,"default_landscape":563,"default_portrait":565,"6_col_and_margin_short":567,"11_col_and_margin":569,"9_col_rectangle":571,"11_col":573,"staff_image_696_600":575,"rectangular_thumbnail":577},{"url":132,"width":244,"height":244},{"url":550,"width":70,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fmike-hindle-WwPEtnIdyPc-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":552,"width":73,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fmike-hindle-WwPEtnIdyPc-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":554,"width":251,"height":252},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fmike-hindle-WwPEtnIdyPc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":556,"width":79,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fmike-hindle-WwPEtnIdyPc-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":558,"width":82,"height":82},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fmike-hindle-WwPEtnIdyPc-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":560,"width":85,"height":86},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fmike-hindle-WwPEtnIdyPc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":562,"width":88,"height":89},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fmike-hindle-WwPEtnIdyPc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":564,"width":91,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fmike-hindle-WwPEtnIdyPc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":566,"width":65,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fmike-hindle-WwPEtnIdyPc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":568,"width":85,"height":89},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fmike-hindle-WwPEtnIdyPc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":570,"width":95,"height":89},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fmike-hindle-WwPEtnIdyPc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":572,"width":97,"height":98},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fmike-hindle-WwPEtnIdyPc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":574,"width":100,"height":89},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fmike-hindle-WwPEtnIdyPc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":576,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fmike-hindle-WwPEtnIdyPc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":578,"width":103,"height":104},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fmike-hindle-WwPEtnIdyPc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[580,591],{"id":214,"path":279,"display_name":4,"job_title":11,"description":6,"avatar_url":122,"acf":581},{"full_bio":10,"job_title":11,"specialist_service_links":582,"photo":589},[583,585,587],{"page":584,"link_text":29},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"page":586,"link_text":34},{"ID":32,"post_author":16,"post_date":33,"post_date_gmt":33,"post_content":5,"post_title":34,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":35,"to_ping":5,"pinged":5,"post_modified":36,"post_modified_gmt":36,"post_content_filtered":5,"post_parent":37,"guid":38,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":39},{"page":588,"link_text":44},{"ID":42,"post_author":16,"post_date":43,"post_date_gmt":43,"post_content":5,"post_title":44,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":45,"to_ping":5,"pinged":5,"post_modified":46,"post_modified_gmt":46,"post_content_filtered":5,"post_parent":37,"guid":47,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":48},{"ID":50,"id":50,"title":51,"filename":52,"filesize":53,"url":54,"link":55,"alt":5,"author":56,"description":5,"caption":5,"name":57,"status":58,"uploaded_to":23,"date":59,"modified":59,"menu_order":23,"mime_type":60,"type":61,"subtype":62,"icon":63,"width":64,"height":65,"sizes":590},{"thumbnail":67,"thumbnail-width":68,"thumbnail-height":68,"medium":69,"medium-width":70,"medium-height":71,"medium_large":72,"medium_large-width":73,"medium_large-height":74,"large":75,"large-width":76,"large-height":77,"1536x1536":78,"1536x1536-width":79,"1536x1536-height":80,"2048x2048":81,"2048x2048-width":82,"2048x2048-height":83,"post-thumbnail":84,"post-thumbnail-width":85,"post-thumbnail-height":86,"12_col":87,"12_col-width":88,"12_col-height":89,"default_landscape":90,"default_landscape-width":91,"default_landscape-height":65,"default_portrait":92,"default_portrait-width":65,"default_portrait-height":91,"6_col_and_margin_short":93,"6_col_and_margin_short-width":85,"6_col_and_margin_short-height":89,"11_col_and_margin":94,"11_col_and_margin-width":95,"11_col_and_margin-height":89,"9_col_rectangle":96,"9_col_rectangle-width":97,"9_col_rectangle-height":98,"11_col":99,"11_col-width":100,"11_col-height":89,"staff_image_696_600":101,"staff_image_696_600-width":64,"staff_image_696_600-height":65,"rectangular_thumbnail":102,"rectangular_thumbnail-width":103,"rectangular_thumbnail-height":104},{"id":592,"path":593,"display_name":136,"job_title":594,"description":595,"avatar_url":137,"acf":596},77,"\u002Fabout\u002Four-team\u002Falex-howat\u002F","Associate Consultant (Media Solutions)","I'm part of the growing Media Solutions team here at Impression, where I dive into all manner of clients reports and tracking implementations.",{"job_title":594,"full_bio":597,"specialist_service_links":598,"photo":607},"\u003Cp>Associate Consultant (Media Solutions). Joined Impression in June 2021.\u003C\u002Fp>\n\u003Cp>I’ve been working in digital marketing since 2016, starting out in paid media. Within a few years I grew to lead the team and become a part of the senior management team, it was during this time that I had the chance to lead on wider projects that involved SEO and CRO. I came to realise that my passion was in the data and reporting side of digital and so I looked to explore a new opportunity that would allow me to do more of what I loved.\u003C\u002Fp>\n\u003Cp>At Impression, my day to day sees me modifying and designing new templates for client reports, setting up and maintaining tracking capabilities for our clients and reviewing many analytics accounts. I also work very closely with our data warehousing partner.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Working on a big charity Analytics project – the \u003Ca href=\"https:\u002F\u002Fwww.charitycomms.org.uk\u002Fdigital-benchmark\">Digital Benchmark\u003C\u002Fa> and my Masters in Maths.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I like to cycle, watch racing cars and listen to music.\u003C\u002Fp>\n",[599],{"page":600,"link_text":602},{"ID":37,"post_author":16,"post_date":601,"post_date_gmt":601,"post_content":5,"post_title":602,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":603,"to_ping":5,"pinged":5,"post_modified":604,"post_modified_gmt":604,"post_content_filtered":5,"post_parent":23,"guid":605,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":606},"2022-05-27 14:20:35","Media Solutions","media-solutions","2026-09-25 09:15:12","\u002F?page_id=17552","\u002Fmedia-solutions\u002F",{"ID":608,"id":608,"title":609,"filename":610,"filesize":23,"url":611,"link":612,"alt":5,"author":56,"description":5,"caption":5,"name":613,"status":58,"uploaded_to":23,"date":614,"modified":614,"menu_order":23,"mime_type":60,"type":61,"subtype":62,"icon":63,"width":64,"height":65,"sizes":615},7455,"Alex-Howat","kMgPqCLz-Alex-Howat.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&q=90","\u002Falex-howat\u002F","alex-howat","2021-06-29 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_minutes":144,"category":821,"yoast_title":823,"yoast_meta":824,"yoast_json_ld":851,"_links":907},5813,"2021-01-05T11:36:05",{"rendered":755},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fgoogle-tag-managers-new-tag-assitant-preview-mode\u002F","google-tag-managers-new-tag-assitant-preview-mode",{"rendered":140},{"rendered":759,"protected":212},"\n\u003Cp>Anyone who uses Google Tag Manager will agree that preview mode has always been a great tool when adding and debugging tags. That said, it definitely wasn’t perfect… Want to see the previous GTM state after a page load? Nope. Want to debug a mobile site? Good luck.  These were the two main headaches that plagued the old GTM Preview mode, but not anymore!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"so-what-are-the-key-differences\">So what are the key differences?\u003C\u002Fh2>\n\n\n\n\u003Cp>One of the key differences with the new preview mode is its move into the Tag Assistant ecosystem, hence the new name ‘Tag Assistant Preview Mode’. Whilst you don’t need the Tag Assistant Chrome extension installed, it does give you some additional features that we will cover later.\u003C\u002Fp>\n\n\n\n\u003Cp>Probably the most notable difference is \u003Cstrong>the debug window is no longer embedded in the window you are\u003C\u002Fstrong> \u003Cstrong>debugging\u003C\u002Fstrong>. This means all your debug data will persist whilst you navigate through various pages. Gone are the days of using third party tools or quickly trying to see your events fire before the page refreshes.\u003C\u002Fp>\n\n\n\n\u003Cp>This also allows you to debug mobile previews much easier. Previously, when the debug pane was embedded on the page, enabling mobile preview mode would simply make debugging impossible. You now have the luxury of having your debug pane wherever you want!\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Preview mode now uses first-party\u003C\u002Fstrong> cookies instead of third. With more and more browsers now beginning to block third party cookies, this move will make using preview mode with browsers such as Safari and Firefox much easier.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"basics-of-using-the-new-preview-mode\">Basics of using the new preview mode\u003C\u002Fh2>\n\n\n\n\u003Cp>Enabling preview mode is now slightly different. After pressing ‘Preview’ inside of Tag Manager, you are now taken to a separate tab, with a prompt to enter the URL you want to debug. \u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fconnect.jpg\" alt=\"\" class=\"wp-image-46611\" width=\"501\" height=\"378\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cdiv style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>After clicking start, the entered URL will open in a new window and preview mode will attempt to connect the debug window with the page you are debugging. \u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-video\">\u003Cvideo controls src=\"\" class=\"mcloud-attachment-46623\">\u003C\u002Fvideo>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>The two windows are now connected and all activity and navigation you do in that window will be logged in your debug window. The layout here will be very familiar, with your summary column on the left, and the ability to view Tags, Variables, DataLayer and any errors in the main right-hand area of the debug window.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re an early adopter of Google Analytics 4, aka, App + Web properties, you can also debug all hits in the same window, simply select the different configurations listed at the top of the page.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fga4.jpg\" alt=\"\" class=\"wp-image-46617\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>Once you are finished debugging, simply click the ‘X’ in the top left of the debug window, you will then be asked to confirm you want to stop debugging. After clicking ‘Stop debugging’ the first-party cookie will be deleted and all windows will be taken out of debug mode.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"additional-features-with-tag-assistant-extension\">Additional features with Tag Assistant extension\u003C\u002Fh2>\n\n\n\n\u003Cp>If you’re a heavy Tag Manager user and reading the blog, it’s likely you’re already using \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fchrome.google.com\u002Fwebstore\u002Fdetail\u002Ftag-assistant-by-google\u002Fkejbdjndbnbjgmefkgdddjlbokphdefk\">Google Tag Assistant extension\u003C\u002Fa>, if not, installing it is certainly worth it. Aside from the quick tag checks it allows you to do, it also adds some fairly useful features to the new preview mode. \u003C\u002Fp>\n\n\n\n\u003Cp>The first of these features enables you to debug across multiple tabs instead of being limited to the new window that is opened. This will give you more flexibility with the console window and enable you to open the device toolbar for improved mobile debugging. \u003C\u002Fp>\n\n\n\n\u003Cp>The next feature you gain actually helps you keep track of these multiple tabs. Preview mode will assign an icon to each one you open, which you can see this in the left summary, next to the page title. This icon will also appear as a favicon in the specific tab its related to, giving you an easy way to match up the debug data with the tab in question.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Ftabs-1.jpg\" alt=\"\" class=\"wp-image-46618\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>These new features are a huge improvement from the previous version of Google Tag Manager, and as it is still in development, it’s likely we will be seeing even more great features added in the coming months and years. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>Ready to optimise your tracking and take control of your data? Our \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fanalytics\u002Fgoogle-tag-manager\u002F\">\u003Cem>Google Tag Manager services\u003C\u002Fem>\u003C\u002Fa>\u003Cem> and expert consultancy are designed to help you unlock the full potential of your marketing efforts. \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cem>Get in touch\u003C\u002Fem>\u003C\u002Fa>\u003Cem> today to discuss how we can help your business thrive.\u003C\u002Fem>\u003C\u002Fp>\n",{"rendered":141,"protected":212},7709,"open",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":212,"footnotes":5},[221],[],[224],[768,113,227,228,229,230,231,232],"post-5813",[],[],[772,773,774,775],{"path":186,"name":187},{"path":238,"name":239},{"path":124,"name":125},{"path":195,"name":140},"Anyone who uses Google Tag Manager will agree that preview mode has always been a great tool when adding and debugging tags. That said, it definitely wasn’t perfect… Want to see the previous GTM state after a page load? Nope. Want to debug a mobile site? Good luck. These were the two main headaches that 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Friday is a huge opportunity for ecommerce businesses, this year in particular we expect to see an even bigger increase in online sales due to lockdown restrictions.\u003C\u002Fp>\n\n\n\n\u003Cp>As we know, in digital marketing, it’s essential to measure as much as possible in order to best understand which channels work for you and help you achieve your goals.\u003C\u002Fp>\n\n\n\n\u003Cp>Here, I’ll explain four key requirements to help you measure your Black Friday success.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"1-give-your-google-analytics-a-health-check\">1) Give your Google Analytics a health check!\u003C\u002Fh2>\n\n\n\n\u003Cp>If you’re reading this blog, we assume you’re using \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbeginners-guide-to-google-analytics\u002F\">Google Analytics\u003C\u002Fa> to monitor your website traffic. If not, we strongly recommend using \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Ftagmanager\u002Fanswer\u002F6107124?hl=en\">Google Tag Manager\u003C\u002Fa> to get everything setup.\u003C\u002Fp>\n\n\n\n\u003Cp>The marketing decisions you make are only ever as good as the data you’ve used to make them. It’s therefore essential to give your analytics a health check once in a while to ensure your data is accurate and trustworthy.\u003C\u002Fp>\n\n\n\n\u003Cp>We recommend as a minimum the following areas of your analytics setup are checked to ensure your most basic insights are accurate. \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Are all your pages consistently tracking page views?\u003C\u002Fstrong>\u003Cul>\u003Cli>Use the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fchrome.google.com\u002Fwebstore\u002Fdetail\u002Ftag-assistant-by-google\u002Fkejbdjndbnbjgmefkgdddjlbokphdefk\">Google Tag Assistant\u003C\u002Fa> chrome extension to check this\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>\u003Cstrong>Are you reported leads or transactions accurate in GA?\u003C\u002Fstrong>\u003Cul>\u003Cli>Compare this with your internal systems. Small discrepancies are expected but anything considerable should be investigated\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>\u003Cstrong>If using external payment gateways, have their domains been added to your referral exclusion list?\u003C\u002Fstrong>\u003Cul>\u003Cli>If users are sent away from your website to enter their card details, their return visit to your checkout success page can be tracked as a referral from your card processor! Make sure the original source of your customer is given the credit!\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>\u003Cstrong>Ensure you have appropriate filters added to your main GA view.\u003C\u002Fstrong>\u003Cul>\u003Cli>Exclude internal traffic\u003C\u002Fli>\u003Cli>Avoid duplicate URLs tracking (lowercase all URLs and remove query strings via filters)\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>These checks are just a small section of our health check and our full analytics audit service. Want a copy of our full analytics audit checklist? We provide this as a free whitepaper which can be \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fadvanced-google-analytics-guide\u002F\">downloaded here.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"2-use-trackable-urls\">2) Use trackable URLs\u003C\u002Fh2>\n\n\n\n\u003Cp>You’ll likely want to promote your Black Friday sale around the web. This is essential to let as many people as possible know about your sale and how they could benefit.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s always worth using a trackable URL in your promotions. This enables you to see how many people click on the links and where they were when they did, whether it was a link from a social channel or an email.\u003C\u002Fp>\n\n\n\n\u003Cp>There are various ways to create trackable URLs, if you are unfamiliar with UTM tracking, we recommend reading our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcomplete-guide-to-utm-tracking\u002F\">complete guide to UTM tracking\u003C\u002Fa> before continuing! \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Google URL Builder\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The Google URL builder allows you to add parameters into your URLs that are then visible within your Google Analytics attribution reports.\u003C\u002Fp>\n\n\n\n\u003Cp>To use the Google URL Builder, go to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fga-dev-tools.appspot.com\u002Fcampaign-url-builder\u002F\">https:\u002F\u002Fga-dev-tools.appspot.com\u002Fcampaign-url-builder\u002F\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Here, you need to drop in the URL you plan to promote.\u003C\u002Fp>\n\n\n\n\u003Cp>You’ll then need to set the parameters you want to track. This means setting the source, medium and campaign name as a minimum.\u003C\u002Fp>\n\n\n\n\u003Cp>Your ‘source’ is the channel on which the link is placed. So if you are running a paid Facebook ad, you might choose ‘facebook’ as your source.\u003C\u002Fp>\n\n\n\n\u003Cp>The medium is the method through which the link is promoted. Using the example above of a Facebook ad, your medium could be ‘cpc’ for cost-per-click. Whilst you may have other naming conventions for your paid traffic, cpc, cpm or just ‘paid’ are popular. The key here is to ensure consistency between your paid channels.\u003C\u002Fp>\n\n\n\n\u003Cp>You can differentiate this from other Facebook ads by using the campaign UTM parameter, e.g. ‘Black Friday’. Additionally the content UTM parameter can be used to further identify the exact ad and creative.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s worth noting that most platforms now will create these UTM parameters automatically but it’s crucial to test they are enabled by previewing your ads and physically clicking the URLs. There’s nothing worse than realising halfway through a promotion your traffic hasn’t been correctly tracked!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"3-black-friday-discount-codes\">3) Black Friday discount codes\u003C\u002Fh2>\n\n\n\n\u003Cp>Another way to track the effects of your Black Friday campaigns whilst also engaging users with your sale is through the use of discount codes.\u003C\u002Fp>\n\n\n\n\u003Cp>Discount codes can be provided through any channel of your choosing and in any format, but you must be able to collect those codes at checkout.\u003C\u002Fp>\n\n\n\n\u003Cp>Let’s say you were running a Facebook campaign around your Black Friday sale. You might offer 20% off all homeware on your site when customers use the code “FBBF20”.\u003C\u002Fp>\n\n\n\n\u003Cp>In this example, “FB” would denote the source ‘Facebook’, “BF” the event ‘Black Friday’ and “20” the percentage discount. But it really doesn’t matter what the code itself says, just that you are able to attribute it to a source.\u003C\u002Fp>\n\n\n\n\u003Cp>Discount codes can also be used in the run up to Black Friday to create a buzz. You might decide to give out discount codes to previous customers, for example, via an email marketing campaign, where that code is only accepted between certain dates or on Black Friday itself. This way, you can create hype before the event even starts.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s important you keep a record of the codes you distribute and that your back end system is able to report on codes used during the checkout process.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"4-not-all-about-sales\">4) Not all about sales…\u003C\u002Fh2>\n\n\n\n\u003Cp>Now this might seem counter intuitive, but it’s not all about sales when it comes to Black Friday success tracking.\u003C\u002Fp>\n\n\n\n\u003Cp>Though you want to make sales, it may not be your only KPI. Equally, if yours is a website that doesn’t actually make sales online, such as a lead generation site, you’ll want to measure other metrics relating to engagement and leads.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s valuable to include other goals in your assessment of your campaign’s value. For example, you might choose to encourage people to sign up for email updates to let them know about future sales. Counting email sign ups is a really strong metric to see how well the campaign engaged its target audience.\u003C\u002Fp>\n\n\n\n\u003Cp>You might also choose to monitor visits to certain product pages that are promoted as part of the Black Friday campaign. By looking at how many people come to those pages, you can compare this against previous years and gain insight into how much a promotion increases the appeal of that product.\u003C\u002Fp>\n\n\n\n\u003Cp>This is why it is essential to run a health check to ensure the other performance metrics you are monitoring are accurate. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-track-black-friday-campaigns\">Why track Black Friday campaigns?\u003C\u002Fh2>\n\n\n\n\u003Cp>Tracking your Black Friday campaign is really important.\u003C\u002Fp>\n\n\n\n\u003Cp>Particularly when you’re offering a discount or a special deal, it’s essential you monitor the return on that campaign in order to avoid missing out on revenue that might have been achieved otherwise. For example, if you find that there’s no uplift in the number of sales of a particular product vs non-sale periods, you may have simply reduced the price and therefore lost out on profit margin.\u003C\u002Fp>\n\n\n\n\u003Cp>That said, if you see the number of sales increase, this is a great indicator that either your marketing campaigns have been successful, or the price pre-sale was off-putting for customers. By delving deeper into the detail, you’ll identify which it is.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re investing in Black Friday campaigns and want support to help you make the most of it, or you’re interested in getting an analytics health check or audit, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> and we’ll be happy to help.\u003C\u002Fp>\n",{"rendered":151,"protected":212},7722,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":212,"footnotes":5},[957,958,221],141,59,[],[224],[962,113,227,228,229,230,231,963,964,232],"post-5776","category-black-friday","category-ecommerce",[],[],[968,969,970,971],{"path":186,"name":187},{"path":238,"name":239},{"path":159,"name":160},{"path":195,"name":150},"Black Friday is a huge opportunity for ecommerce businesses, this year in particular we expect to see an even bigger increase in online sales due to lockdown restrictions. As we know, in digital marketing, it’s essential to measure as much as possible in order to best understand which channels work for you and help you […]",{"thumbnail":974,"medium":975,"medium_large":977,"large":979,"1536x1536":981,"2048x2048":983,"post-thumbnail":985,"12_col":987,"default_landscape":989,"default_portrait":991,"6_col_and_margin_short":993,"11_col_and_margin":995,"9_col_rectangle":997,"11_col":999,"staff_image_696_600":1001,"rectangular_thumbnail":1003},{"url":155,"width":244,"height":244},{"url":976,"width":70,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503633_campaign-creators-pypeCEaJeZY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=145&q=90&w=200",{"url":978,"width":73,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503633_campaign-creators-pypeCEaJeZY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=556&q=90&w=768",{"url":980,"width":251,"height":252},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503633_campaign-creators-pypeCEaJeZY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":982,"width":79,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503633_campaign-creators-pypeCEaJeZY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1112&q=90&w=1536",{"url":984,"width":82,"height":82},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503633_campaign-creators-pypeCEaJeZY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1482&q=90&w=2048",{"url":986,"width":85,"height":86},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503633_campaign-creators-pypeCEaJeZY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":988,"width":88,"height":89},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503633_campaign-creators-pypeCEaJeZY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":990,"width":91,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503633_campaign-creators-pypeCEaJeZY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":992,"width":65,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503633_campaign-creators-pypeCEaJeZY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":994,"width":85,"height":89},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503633_campaign-creators-pypeCEaJeZY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":996,"width":95,"height":89},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503633_campaign-creators-pypeCEaJeZY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":998,"width":97,"height":98},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503633_campaign-creators-pypeCEaJeZY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1000,"width":100,"height":89},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503633_campaign-creators-pypeCEaJeZY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1002,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503633_campaign-creators-pypeCEaJeZY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1004,"width":103,"height":104},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503633_campaign-creators-pypeCEaJeZY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1006],{"id":214,"path":279,"display_name":4,"job_title":11,"description":6,"avatar_url":122,"acf":1007},{"full_bio":10,"job_title":11,"specialist_service_links":1008,"photo":1015},[1009,1011,1013],{"page":1010,"link_text":29},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"page":1012,"link_text":34},{"ID":32,"post_author":16,"post_date":33,"post_date_gmt":33,"post_content":5,"post_title":34,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":35,"to_ping":5,"pinged":5,"post_modified":36,"post_modified_gmt":36,"post_content_filtered":5,"post_parent":37,"guid":38,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":39},{"page":1014,"link_text":44},{"ID":42,"post_author":16,"post_date":43,"post_date_gmt":43,"post_content":5,"post_title":44,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":45,"to_ping"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Essential Methods for Measuring Black Friday Success - 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tracking or “\u003Cstrong>Urchin Tra…\u003C\u002Fstrong>” okay, no one really cares what it stands for. What you do want to know is what it is, why we use it and how to use it. This blog will give you the knowledge you need to master UTM tracking!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-utm-tracking\">What is UTM tracking?\u003C\u002Fh2>\n\n\n\n\u003Cp>AKA UTM tags\u002Fcode\u002Fparameters, UTM tracking utilises additional pieces of information or ‘parameters’ that are appended to your campaign links. These parameters are then read by Google Analytics, extracted and used to attribute and categorise traffic. This can be basic information or as detailed and granular as you need.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Example URL with basic UTM tracking appended\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">www.website.co.uk\u002F\u003Cstrong>?utm_source=facebook&utm_medium=cpc&utm_campaign=xmas_sale\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>UTM tracking is crucial to any marketing strategy, especially when paid media is involved. Without it, most non-organic visits would be tracked as “Direct” or “Referrals”, and you would have very limited visibility on individual channel performance.\u003C\u002Fp>\n\n\n\n\u003Cp>In its most basic form, UTM tracking helps build your Source \u002F Medium report found under \u003Cstrong>Acquisition \u003C\u002Fstrong>> \u003Cstrong>All Traffic\u003C\u002Fstrong> in Google Analytics. The example below is a well structured and clear Source \u002F Medium report.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"873\" height=\"687\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fguide-to-utm-tracking-3.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24160\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>UTM tracking is also used by Google Analytics to group your traffic into individual channels. By default, Analytics has a set of channels and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F3297892\">related rules\u003C\u002Fa> that can be modified to meet your specific marketing requirements. For example, by default, all social media traffic is grouped under the ‘Social’ channel, however, it’s recommended to break this down into Paid social and Organic social. After all, you would never merge your Organic and Paid search traffic!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"when-do-i-need-to-use-utm-tracking\">When do I need to use UTM tracking?\u003C\u002Fh2>\n\n\n\n\u003Cp>Here’s a quick breakdown of where UTM tracking is commonly used.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Paid Search\u003C\u002Fstrong> – As Google Ads is within the Google ecosystem, tracking of ad clicks is mostly taken care of, we just need to ensure that \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F1033981?hl=en\">auto-tagging\u003C\u002Fa> is enabled. This will add the GCLID (Google Click ID) parameter to the end of all links which is used to tie together the ad click, with a session within Google Analytics.  Google Analytics also recognises any traffic containing this GCLID is from Google Ads and automatically attributes it to google \u002F cpc. Whilst auto-tagging will give you basic tracking, you will need to set up a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F7197008\">Tracking Template\u003C\u002Fa> to track more granular data such as campaign name, term and content.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1041\" height=\"687\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fguide-to-utm-tracking-2.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24162\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>Bing Ads is also tracked automatically as long as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fhelp.ads.microsoft.com\u002F#apex\u002F3\u002Fen\u002F56762\u002F2\">auto-tagging\u003C\u002Fa> is enabled. As above, it’s recommended to set up a tracking template so more granular information can be captured by Google Analytics.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Note:\u003C\u002Fstrong> Bing Ads is changing the way its ad clicks are tracked and moving to a method called \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fabout.ads.microsoft.com\u002Fen-us\u002Fblog\u002Fpost\u002Fmay-2020\u002Fparallel-tracking-enables-a-faster-and-safer-user-experience\">parallel-tracking\u003C\u002Fa>. If you have UTM parameters set in a tracking template within Bing, you may need to migrate this to a new area called “Final URL prefix”. Full details can be found in Microsofts documentation \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdocs.microsoft.com\u002Fen-us\u002Fadvertising\u002Fguides\u002Furl-tracking-upgraded-urls\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Paid & Organic Social\u003C\u002Fstrong> – If untouched, link clicks from social media platforms will be tracked as a ‘Referral’ from the individual platform eg. facebook \u002F referral. Whilst this will still be attributed to the ‘Social’ channel, there is no visibility on the campaign, post, or even if the click was from an organic post or an ad. For this reason, It’s always recommended to use UTM tracking on any social media post or ad. Each platform has a different way of adding UTM tracking so it’s always important to check the individual documentation.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Email\u003C\u002Fstrong> \u003Cstrong>Marketing\u003C\u002Fstrong> – Most popular \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Femail-marketing\u002F\">email marketing\u003C\u002Fa> platforms will automatically add UTM tracking to every link within your email campaigns. As always, it’s important to check this by either checking in your Source \u002F Medium report or clicking a link in one of your own emails.\u003Cbr>\u003Cstrong>Note\u003C\u002Fstrong>: Consider other emails that you send to customers, often cart recovery emails use separate third party services and if left untagged, large amounts of revenue can be unattributed. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Offline material\u003C\u002Fstrong> – It’s common for lead generation websites to offer PDF downloads such as whitepapers and guide downloads. If untagged, any links to your website from within these documents will track as Direct. If you are displaying full links in your copy and not hyperlinking, you can avoid long unsightly links by using link shortening services or internal redirects that expand the URL.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-do-i-use-utm-tracking\">How do I use UTM tracking?\u003C\u002Fh2>\n\n\n\n\u003Cp>Now you know where they need to be used, let’s explain how UTM tracking is structured and how to use it.\u003C\u002Fp>\n\n\n\n\u003Cp>UTM tracking is split into various parameters, all starting with ‘utm_’. The two most common, as you’d expect, are ‘utm_source’ and ‘utm_medium’. These parameters are used to identify where and how the traffic came to the website and are arguably the most important.\u003C\u002Fp>\n\n\n\n\u003Cp>Available Parameters and examples.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table table\">\u003Ctable class=\"table has-subtle-light-gray-background-color has-fixed-layout has-background\">\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Campaign Source\u003C\u002Fstrong>\u003Cbr>utm_source\u003C\u002Ftd>\u003Ctd>eg. google, bing, facebook, cart_recovery\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Campaign Medium\u003C\u002Fstrong>\u003Cbr>utm_medium\u003C\u002Ftd>\u003Ctd>eg. cpc, email\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Campaign\u003C\u002Fstrong> \u003Cstrong>Name\u003C\u002Fstrong>\u003Cbr>utm_campaign\u003C\u002Ftd>\u003Ctd>eg. black_friday, spring_sale\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Campaign Term\u003C\u002Fstrong>\u003Cbr>utm_term\u003C\u002Ftd>\u003Ctd>eg. mens+shirts\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Campaign Content\u003C\u002Fstrong>\u003Cbr>utm_content\u003C\u002Ftd>\u003Ctd>eg. category_image_1\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp>As a minimum, we recommend using the utm_source, utm_medium and utm_campaign parameters. The more parameters you use, the more granular you can make your reports. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Be consistent!\u003C\u002Fstrong> If you have a wide array of marketing channels, it’s important to utilise a well-structured naming convention. This can make it much easier when it comes to setting up channel groupings and reporting on similar types of traffic.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Note: \u003C\u002Fstrong>Google Analytics is case sensitive when it comes to tracking URLs and UTM tracking so always ensure your UTM parameters and their values are lowercase. \u003C\u002Fp>\n\n\n\n\u003Cp>As mentioned previously, most popular marketing platforms will allow you to create tagging ‘templates’ and then automatically apply UTM tracking to all your links. If you need to manually tag a link, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fga-dev-tools.appspot.com\u002Fcampaign-url-builder\u002F\">this useful tool\u003C\u002Fa> makes it much easier!\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"testing-your-utm-tracking\">Testing your UTM tracking\u003C\u002Fh3>\n\n\n\n\u003Cp>As long as your UTM tags are applied to your links in the correct format, there isn’t much that can go wrong. However if you do want to verify everything, you can use the Real-time view within Google Analytics. \u003C\u002Fp>\n\n\n\n\u003Cp>Whilst monitoring the real-time ‘Traffic Sources’ tab, click one of your UTM tagged links. You should see the corresponding Source \u002F Medium increase by 1 active user. If you have a high traffic website and these numbers are fluctuating, you can also the use ‘Content’ tab and drill down the specific landing page for your link. This will make it easier to isolate your visit.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Note\u003C\u002Fstrong>: Make sure you are monitoring a view which isn’t filtering your IP!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"debugging-attribution\">Debugging attribution\u003C\u002Fh2>\n\n\n\n\u003Cp>If you ever see a high proportion of direct traffic or your marketing platforms are registering significantly more clicks than sessions, it’s possible there is an issue with your setup. \u003C\u002Fp>\n\n\n\n\u003Cp>First, check that your web server isn’t stripping the UTM tags after redirects. You can test this by navigating to a URL you know redirects and adding a fake URL parameter. eg. \u003Cstrong>website.com\u002Fold_url\u002F?test=123\u003C\u002Fstrong>. If after the redirect, the test parameter is missing, you know there is a problem! Raise this issue with your developers as it’s usually fairly easy to fix.\u003C\u002Fp>\n\n\n\n\u003Cp>A second way to help debug unattributed traffic is by viewing the landing pages of just Direct traffic. This helps narrow down the source of the traffic especially if some campaigns or platforms have dedicated landing page URLs.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"final-notes\">Final notes\u003C\u002Fh2>\n\n\n\n\u003Cp>After making any changes to your UTM tagging, it’s always important to ensure your channel groupings are also updated. If not maintained, unrecognised UTM tagged traffic can start to fall into the ‘Other’ channel.\u003C\u002Fp>\n\n\n\n\u003Cp>Now all your traffic is nicely UTM tagged, you can start making the most of your acquisition reports! Pulling in ‘Campaign’ as a secondary dimension in your Source \u002F Medium report is a great way to see a granular view of where your traffic is coming from.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n",{"rendered":163,"protected":212},7763,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":212,"footnotes":5},[221,1153],40,[],[224],[1157,113,227,228,229,230,231,232,1158],"post-5570","category-ppc",[],[],[1162,1163,1164,1167],{"path":186,"name":187},{"path":238,"name":239},{"path":1165,"name":1166},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"path":195,"name":162},"UTM tracking or “Urchin Tra…” okay, no one really cares what it stands for. What you do want to know is what it is, why we use it and how to use it. This blog will give you the knowledge you need to master UTM tracking! What is UTM tracking? AKA UTM tags\u002Fcode\u002Fparameters, UTM tracking 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you’re a business who receives a high percentage of customers via telephone, it can often be a challenge to attribute them a specific piece of marketing activity or channel. Luckily, at least for Google Ads, this challenge has a solution, and even better, it’s free! \u003C\u002Fp>\n\n\n\n\u003Cp>There are four types of call tracking within Google Ads… \u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Calls from ads themselves\u003C\u002Fli>\n\n\n\n\u003Cli>Calls to a phone number on your website\u003C\u002Fli>\n\n\n\n\u003Cli>Clicks on a number on your mobile website\u003C\u002Fli>\n\n\n\n\u003Cli>Manually Importing calls via spreadsheet upload\u003Cbr>(This would require capturing the GCLID (Google Click ID)\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>This guide will be covering option 2, calls to a phone number on your website. We will also be utilising Google Tag Manager for the tag implementation as this can be used by anyone without the need for developer support.\u003C\u002Fp>\n\n\n\n\u003Cp>Before we start, it’s worth mentioning that if you are looking for full multi-channel call tracking, the best solution will be a dedicated call tracking service.  Whilst these are subscription-based services, they will offer you the best feature set for tracking and reporting on calls across all channels. If you are more interested in just tracking paid search performance, this guide’s for you. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-does-google-ads-call-tracking-work\">How does Google Ads call tracking work?\u003C\u002Fh2>\n\n\n\n\u003Cp>Google Ads call tracking works by dynamically replacing the telephone number on your website with a Google forwarding number. These numbers are automatically generated when someone visits your website after clicking one of your ads. As these numbers are uniquely generated for each ad click, they can be attributed to a specific campaign.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"creating-the-conversion-action\">Creating the conversion action\u003C\u002Fh2>\n\n\n\n\u003Cp>The first step is to create the call conversion action inside of Google Ads. To do this, navigate to \u003Cstrong>Tools & Settings\u003C\u002Fstrong> \u003Cstrong>> Conversions \u003C\u002Fstrong>and click the blue ‘\u003Cstrong>plus\u003C\u002Fstrong>‘ symbol shown below. \u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fcall-tracking.jpg\" alt=\"\" class=\"wp-image-21747\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>Then select ‘\u003Cstrong>Phone calls’ \u003C\u002Fstrong>and then select the second option reading ‘\u003Cstrong>Calls to a phone number on your website\u003C\u002Fstrong>‘.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fsetp2-1.jpg\" alt=\"\" class=\"wp-image-21773\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>After clicking ‘\u003Cstrong>Continue\u003C\u002Fstrong>‘, you can then begin configuring the various conversion action settings that you may be familiar with from setting up other Google Ads conversions. The only notable difference is an option to set the ‘Call Length’. This will set a minimum duration for the call to be counted as a conversion. By default, this is set to 60 seconds but should be changed depending on your particular setup and average call length. \u003C\u002Fp>\n\n\n\n\u003Cp>Once you are happy with your settings, click ‘\u003Cstrong>Create and Continue\u003C\u002Fstrong>‘. You will be then given various methods to implement the tracking tag onto your website. Select the third tab that reads ‘\u003Cstrong>Use Google Tag Manager\u003C\u002Fstrong>‘ and make note of the unique \u003Cstrong>Conversion ID\u003C\u002Fstrong> and \u003Cstrong>Conversion label\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fblog-12153-image02.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21772\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"adding-the-conversion-tag-to-your-website-via-google-tag-manager\">Adding the conversion tag to your website via Google Tag Manager\u003C\u002Fh2>\n\n\n\n\u003Cp>Before you create the new tag, you need to also make note of exactly how your telephone number is displayed on your website, including any area codes and spaces. This enables the tag to automatically locate instances of the telephone number on your website and replace them with the Google forwarding number.\u003C\u002Fp>\n\n\n\n\u003Cp>Once you have your telephone number, Conversion ID and Conversion Label to hand, create a new tag and select the built-in tag type ‘\u003Cstrong>Google Ads Calls form Website Conversions\u003C\u002Fstrong>‘. You can then configure the tag by populating the three boxes with the corresponding values. Lastly, set the tag to fire on all pages and save!\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fcalls-gtm.jpg\" alt=\"\" class=\"wp-image-21777\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"testing\">Testing\u003C\u002Fh2>\n\n\n\n\u003Cp>To test the tag, first set Tag Manager into preview mode. This will allow you to run the new call tracking tag locally without having to publish the container changes. Once your container is is preview mode, navigate to a page on your website that contains the telephone number but append ‘\u003Cstrong>#google-wcc-debug\u003C\u002Fstrong>‘ to the URL.  For example, \u003Cstrong>www.impressiondigital.com\u002F#google-wcc-debug\u003C\u002Fstrong>. This will place the call tracking tag into test mode and display a testing window in the bottom left-hand corner of your browser. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Note: \u003C\u002Fstrong>If you have Tag Manager in preview mode, you may need to minimise the preview window to reveal it!\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"611\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fcalldebugger.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29874\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cdiv style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>Once you see the window, click the \u003Cstrong>‘Force’\u003C\u002Fstrong> button. The testing tool will then attempt to replace all instances of your telephone number on the page. If successful, you should see your number replaced with test digits. If unsuccessful, revisit your tag in Google Tag Manager and ensure the telephone number is exactly as it appears on your web page.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fnumber-replaced.jpg\" alt=\"\" class=\"wp-image-21794\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cdiv style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>If your test was successful, you can then go ahead and publish the changes made to your Tag Manager container. Call tracking in now in place!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"final-notes\">Final notes!\u003C\u002Fh2>\n\n\n\n\u003Cp>If you have multiple numbers on your website you will need a call conversion tag for each one, however, you can only track one telephone number per page. For example, if you have contact details for two or more offices on your ‘Contact us’ page, only one telephone number will be trackable.\u003C\u002Fp>\n\n\n\n\u003Cp>If you want to track multiple telephone numbers, you need to ensure the following conditions are met.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Telephone numbers are on different pages\u003C\u002Fli>\n\n\n\n\u003Cli>Each number has its own call conversion tag\u003C\u002Fli>\n\n\n\n\u003Cli>Tags only fire on the pages that contain the corresponding telephone numbers, not all pages as instructed earlier in the guide.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003C\u002Fp>\n",{"rendered":172,"protected":212},7777,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":212,"footnotes":5},[221,1153],[],[224],[1351,113,227,228,229,230,231,232,1158],"post-5204",[],[],[1355,1356,1357,1358],{"path":186,"name":187},{"path":238,"name":239},{"path":1165,"name":1166},{"path":195,"name":1359},"How to implement & test Google Ads call tracking using Tag Manager","If you’re a business who receives a high percentage of customers via telephone, it can often be a challenge to attribute them a specific piece of marketing activity or channel. Luckily, at least for Google Ads, this challenge has a solution, and even better, it’s free! There are four types of call tracking within Google 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