Google Analytics is a powerful tool that can help you to understand your users, evaluate campaign strategies, improve user experience and ultimately increase your sales. There are many ways you can move beyond the “out-of-the-box” functionality of Google Analytics (GA) and further increase your sales. Here are two you should consider.
Adding the D&B Web Visitor ID Provides Valuable Data
The more you know about your users, the more you can optimize your website to maximize their experience with your site, increase the performance of your sales funnel and earn more revenue for your company.
Dun & Bradstreet’s Web Visitor ID uses the IP addresses of your website users to infer their job titles, company names, industries and much more.
The tracking can be implemented using Google Tag Manager (GTM). GTM is a tool that is used to inject code on your website. GTM makes deploying the Dun & Bradstreet Web Visitor ID code easier; however, using GTM is not required.
To implement with Google Tag Manager, GTM will send a Custom HTML tag on every page to request these D&B attributes. These attributes can then be sent to Google Analytics as custom dimensions in page view calls. You will also need to configure the custom dimensions in the GA admin settings to match these attributes.
Setting these custom dimensions at the session-level will allow you to see how these D&B attributes affect your goal completion metrics. For example, you could set up a goal when users fill out a form or make a sale and then you can determine which of the D&B attributes correspond to the highest conversion rates. Potential insights could include finding out how quickly potential prospects pay their invoices, which states/cities/zip codes should be targeted for paid search ads, information to improve buyer personas, (using job function and industry data), and much more. The better your company understands who your website users are, the easier it is to meet their needs and increase sales.
Cross-Domain Tracking Helps You Understand Your Customer’s Journey
Without cross-domain tracking, when users navigate from one of your websites to another, each website will be considered a separate session, making it difficult to understand your users’ true website experience. Understanding this information will allow you to improve your sites, leading to a better user experience and an increase in sales.
For example, your company might have the following websites:
- www.Company-Website.com – Your company’s main website, where conversions occur.
- www.Company-Marketing.com – A website to help with marketing and promotions.
- www.Company-Blog.com – A website for blogging.
A user might find your marketing website via an organic search in Google, then navigate to your blog, and finally to your main website, where a conversion occurs.
Cross-domain works by passing a unique Client ID from one of your websites to another (ex. from “www.Company-Marketing.com” to “www.Company-Blog.com”).This Client ID is assigned as a cookie in the web browser when users visit your first website and is passed along when your users visit your second website, telling Google Analytics to consider the users’ navigation as a single session.
Google Tag Manager can be used to set up cross-domain tracking. The following values need to be added to every page view tag (which are fired every time a user views a page on your website). The cookieDomain value should be set to “auto,” which ensures that cookies can be successfully passed. The allowLinker value should be set to “true,” allowing the Client ID to be passed and received. The Cross Domain Tracking parameter needs to be populated with the domains you wish to track. These can be added via a “constant” variable, formatted as a comma separated list. After this has been completed, you will need to publish these changes in GTM.
Lastly, you must also remember to set up referral exclusions with your websites in GA’s admin settings. Failure to do so will prevent the cross-domain tracking from working, breaking-up analytics hits into distinct sessions when a user navigates from website to another.
Google Analytics Helps Your Company Increase Sales
Your website is a tool to help your company increase their sales. While the “out-of-the-box” tracking can provide a good starting point to improving your website, using Dun & Bradstreet’s Web Visitor ID and cross-domain tracking will provide you with even more impressive insights that you can use to really understand who your customers are, how they are using your website/s and which actions you should take to increase your sales. The most important thing is that you consult with an analytics expert who can make sure your collection code is properly configured, to help your company increase their sales.