This time, let’s consider the implementation of a case that often occurs in large-scale sites. Specifically, it is a case where only a part of the directory of the website is cut out and measured. This applies to cases such as manufacturers, where several brand sites are lined up on a website under one domain, and only one brand is measured.
In addition to the brand site, in cases where the brand site, e-commerce site, blog site, etc. are operated within the same site, the marketing staff is in charge individually, and separate Google Analytics is used to analyze each site There are cases such as inserting
Let’s take a look at some best practices.
About this case
To reiterate, in this case, only a part of the directory of the website is cut out and measured. This applies to cases such as manufacturers, where several brand sites are lined up on a website under one domain, and only one brand is measured.
In addition to the brand site, in cases where the brand site, e-commerce site, blog site, etc. are operated within the same site, the marketing staff is in charge individually, and separate Google Analytics is used to analyze each site There are cases such as inserting
When diagrammed, it looks like this:
There may be more sites where this kind of situation occurs than you think. Especially recently, in order to minimize the impact of ITP, there are cases where domains are integrated, and I think that there are times when the domain becomes huge without realizing it.
In normal implementation, there is a problem with the “referrer”
In such cases, a common implementation is to use Google Tag Manager, etc., to display individual property Google How to run the analytics tag.
However, with this method, there is a problem that users who made a transition such as “search engine → brand A page → EC site” will be “direct inflow” for individual properties.
The image is as follows.
Basically, direct inflow is traffic without any information, so there is a cardinal rule that should be avoided.
The traffic of users who made a transition such as “search engine → brand A page → EC site” is viewed as “inflow from brand A site” or “inflow from natural search” for individual properties. is considered ideal.
SEM Technology believes that the report “Brand A Site Traffic” is the best view in this case. The reason is that, from the point of view of the person in charge of the EC site, it is not appropriate to use natural search as the traffic is not obtained by SEO measures of the EC site alone. Instead, from the point of view of the person in charge of the EC site only, I think that the site of Brand A will be interpreted as one of the external sites. I would like to measure it as ” inflow from the site “.
solution
In this blog, we will customize Google Tag Manager so that the traffic of users who make a transition such as “search engine → brand A page → EC site” can be regarded as “inflow from brand A site” with individual properties.
We use a variable that uses the ” regular expression table ” type to conditionally switch the referrer value sent to Google Analytics.
In particular,
| the actual referrer | Referrer to send to GA |
|---|---|
| https://example.com/ | https://example.top |
| https://example.com/shop/〜 | “” (empty string) |
| https://example.com/brand-A/〜 | https://example.brandA/〜 |
| https://example.com/brand-B/〜 | https://example.brandB/〜 |
| https://example.com/recruit/〜 | https://example.recruit/〜 |
| https://example.com/ir/~ | https://example.ir/~ |
It looks like Of course, you can set it for each inflow source you want to analyze, so I think it would be good to put the recruitment page and IR page together like “https://example.corp/~” instead of the above. increase.
However, if “example.com” is included in the domain to be replaced, it will be replaced directly due to the influence of the “referrer exclusion list” created in the Google Analytics property. Also, if the original referrer was ” https://example.com/shop/~”, you don’t want to send the referrer (transition between your own sites), so you need to replace it with an empty string.
Google Tag Manager implements this with the following variables:
Then, use this created variable using the “Google Analytics setting variable” of the individual property (the property designated as UA-123456789-2 in the above figure) as follows. If there are GA tags that do not use “Google Analytics setting variables”, it is necessary to specify “setting fields” for those tags as well.
After setting these
- Inflow to own shop page from completely external site
- Inflow to own brand A page from completely external site
- Flow from own brand A page to shop page
- Flow from own shop page to brand A page
- Flow from own shop page 1 to shop page 2
Let’s test the operation with patterns such as and confirm that the above “GA Referrer” is replaced correctly.
summary
This time, using Google Analytics, we have summarized the best practices for implementing Google Analytics on only some subsites of your site. I’ve never seen a web page that summarizes how to implement such a case, so I’m curious about how other people implement it. However, I think this method is probably the best, so please try it.
