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)
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