Travel Adventures' Tag Implementation Plan

Measurement Plan Metrics / Dimensions	Tagging Strategy	Data Layer Variable	Analytics Data Received
Users + Sessions	Install GA “Page View” tag to fire on every page.	--	Users and Sessions metric
Traffic Sources	Install GA “Page View” tag to fire on every page.	--	Traffic Source dimension
Customer Demographics	Install GA “Page View” tag to fire on every page.	--	Demographics dimension
Trip Category	When user clicks “Details” button, use user-defined variable to capture trip category name and pass into Analytics Custom Dimension.	{{tripCategory}}	Custom Dimension (Trip Category)
Trip Location	When user clicks “Details” button, use user-defined variable to capture trip location name and pass into Analytics Custom Dimension.	{{tripLocation}}	Custom Dimension (Trip Location)
Revenue	On “thank you” page, use javascript to capture trip price from URL and use user-defined variable to push that price into the Data Layer and pass into Analytics Custom Metric to calculate revenue.	{{tripValue}}	Custom Metric (Total Revenue
Avg Revenue	On “thank you” page, use javascript to capture trip price from URL and use user-defined variable to push price into the Data Layer and pass into Analytics Custom Metric. Divide by number of users or sessions to calculate revenue.	{{tripValue}}	Custom Metric (Total revenue / Users or Sessions)
Booking Conversion Rate	Use built-in variable to fire an event every time the “Book Now” button is clicked to capture trips purchased. Divide number of trips purchased by users or sessions to obtain conversion rate.	{{ClickClasses}}	Event (Trips Purchased / Number of Users or Sessions)