Welcome to the Analytics Platfo

Part of the Google Marketing Platform Solutio

Welcome to the Google Marketing Platform Solution Design for analytics platforms (Analytics 360, Tag M
provides set up instructions and templates for enabling account hierarchies, configurations, custom events, v
Please make a copy of this document to customize for your project's needs.

Sheet Contents
Define all user access permissions across the Google Marketing Pl
1 User Access Configuration
360, BiqQuery
Use this andupAds
tab to set Data Hub).
account structure based on hierarchy preferen
2a Account Structure Setup
provided template.
2b Property Setup Define and maintain values for property, data collection, user ID, s
2c View Setting Define and maintain view settings.
2d Filters Define and maintain filter settings.
3a Data Layer Tagging Define and maintain data layer event and variable tags across vario
3b UTM Parameters Define and maintain your UTM parameters.
4a Google Tag Manager Tags Define and maintain tag names, their associated Google Analytics
4b Google Tag Manager Tags Triggers Define and maintain trigger names, type, click event tags and limit
4c Google Tag Manager TagsVariables Define and maintain variable names, type, and values.
5a Goals Define Google Analytics Goals and their respective configurations
5b Funnels Define and maintain Google Analytics funnels and their associated
5c Content Groups Define and maintain content groupings and their associated parame
5d Channels Define and maintain channel groupings and their associated param

Related Links & Resources

Google Marketing Platform Solutions
Prepare & Discover Toolkit
Guides Site

Use the Solutions Guides site for complementary

Use the Prepare & Discover Toolkit before the
instructions for end-to-end implementations, in addition to
Implementation Toolkit to define project requirements
capability activations, learning materials, and support
that will inform your implementation.
content.
ytics Platforms Solution Design!
arketing Platform Solutions Guides Website.

forms (Analytics 360, Tag Manager 360, Optimize, BigQuery, and Ads Data Hub). This document
nfigurations, custom events, variables, tags, and more.
s.

across the Google Marketing Platform analytics products (Google Analytics, Google Tag Manager, Optimize
ure based on hierarchy preference. Keep track of properties, views, user ID, and container information in the
perty, data collection, user ID, session, organic search sources, and referral exclusion settings.

nt and variable tags across various pages of the site.

rameters.
ir associated Google Analytics properties, and more.
type, click event tags and limits.
s, type, and values.
d their respective configurations.
tics funnels and their associated configurations and parameters.
ngs and their associated parameters.
ings and their associated parameters.

Implementation Toolkit Media Platforms Solution Design Workbook

Use this Solution Design Workbook to document your media

Use the Implementation Toolkit subsequent to using
platforms account hierarchies, user accesses, floodlight
the Prepare & Discover Toolkit.
configurations, and more.
USER ACCESS SETUP

Instructions
Organizing user access to platforms is a critical component of successful Google Marketing Platform implementations.

Step-by-step instructions:
1. Review responses from the Analytics Platform Solution Requirements (in the Implementation Toolkit) related to User A
2. Use this tab to list out and maintain User permissions for each Analytics Account (or property or view) in column E/F,
Account and Container in column G/H, User Permissions for Optimize in column I/J, User Permissions for Big Query in
Permissions in column L.

Reference Links
Solution Requirements Analytics User Permissions
Create your Google Account
Responses Description
BigQuery User Permissions Analytics Management API
Optimize Permissions
Description for User Management

ADMINS

Company Name Google Account Email

Sample company Sample name sample123@gmail.com

USERS (NON ADMINS)

Marketing Platform implementations.

mplementation Toolkit) related to User Access Setup.

nt (or property or view) in column E/F, User Permissions for each GTM
I/J, User Permissions for Big Query in column K, and Ads Data Hub User

Google Tag Manager User

Permissions Description

Ads Data Hub Permissions

Google Analytics Permission GTM Account or Container

Account, Property or View Name
Type Name

Sample Account Name Collaborate Sample Account Name

GTM Container Permission Optimize Account or Optimize Permission BigQuery Permission
Type Container Name Type Type

Publish Publish Publish Data Editor

Ads Data Hub Permission
Type

Data Editor
GOOGLE ANALYTICS ACCOUNT STRUCTURE SETUP

Instructions
Step-by-step instructions:
1. Review responses from the Analytics Platform Solution Requirements (in the Implementation Toolkit) related to Accou
2. Use this tab to set up account structure based on hierarchy preference. Keep track of properties, views, user ID, and con
table below.

Reference Links
Solution Requirements Hierarchy of accounts, users, Examples of Account
Responses properties, and views Structures

Account Property Name Property

[Account Number] [hyperlink to URL] UA-XXXXXXX-X

E SETUP

entation Toolkit) related to Account Structure Set up.

roperties, views, user ID, and container information in the

Scenarios for Roll Up Properties

View Type Rollup User ID

[View Name] WEB NO NO

Google Tag Manager Container

GTM-XXXXXX
GOOGLE ANALYTICS PROPERTY SETUP

Instructions
Step-by-step Instructions:
1. Review responses from the Analytics Platform Solution Requirements (in the Implementation Toolkit) related to Accou
2. Use this tab to list and maintain values for property, data collection, user ID, session, organic search sources, and referr

Reference Links
Solution Requirements
About Properties
Responses

Setting Value
Property Settings
Property number [property number]
Property Name [hyperlink to URL]
Default URL [hyperlink to URL]
Demographic & Interest Reports [ON/OFF]
Enhanced Link Attribution [ON/OFF]
Data Collection
Remarketing [ON/OFF]
Advertising Reporting Features [ON/OFF]
User ID
Session Unification [ON/OFF]
Create User ID View [N/A/Create]
Session Settings
Session Timeout [timeout value e.g. 30 minutes]
Campaign Timeout [timeout value e.g. 6 months]
Organic Search Sources
Search Engine
Referral Exclusions
Domains
Search Term Exclusion List
PERTY SETUP

ution Requirements (in the Implementation Toolkit) related to Account Property Steup.
, data collection, user ID, session, organic search sources, and referral exclusion settings.

Hierarchy of accounts, users, properties,

How to set up a property
and views

Value Value
Value
VIEW SETTINGS

Instructions
Step-by-step instructions:
1. Review responses from the Analytics Platform Solution Requirements (in the Implementation Toolkit) related to View
2. Use this tab to list and maintain View settings and values.

Reference Links
Solution Requirements Access, customize, and analyze
Responses your data in a view
Edit View Settings Share assets from a view

Setting Value
Website URL [hyperlink URL]

Time zone country/territory

Time zone
Default page
[list all query parameters that show up in
Exclude URL Query Parameters content reports and are not significant to
analysis]
Currency displayed as US Dollar (USD $)

Bot Filtering ✓ or not checked

E-Commerce tracking [ON/OFF]

Enable Data-Driven Models [ON/OFF]

Site Search [ON/OFF]

Query parameter query

Strip query parameter ✓ or not checked
Site Search Categories [ON/OFF]
n Requirements (in the Implementation Toolkit) related to View Settings.
es.

Add a New View

Value Value
Value
GOOGLE ANALYTICS FILTERS

Instructions
Step-by-step instructions:
1. Review responses from the Analytics Platform Solution Requirements (in the Implementation Toolkit) related to Goog
Analytics Filters.
2. Use this tab to list and maintain filter settings - keep track of account types, filter names, fields and match type in their
corresponding columns.

Reference Links
Solution Requirements
About View Filters Create and Manage View Filters
Responses

Include Account or View Notes

✓ Web Only View Exclude hits from mobile applications
e Implementation Toolkit) related to Google

filter names, fields and match type in their

Types of Filters and Their Uses

Filter Name Type Filter Field matchType expressionValue

Web Hits Only EXCLUDE APPLICATION? MATCHES no
searchString replaceString fieldA extractA
FALSE
fieldARequired fieldB extractB fieldBRequired
outputToField outputConstructor overrideOutputField caseSensitive
DATA LAYER TAGGING

Instructions
Step-by-step instructions:
1. Review responses from the Analytics Platform Solution Requirements (in the Implementation Toolkit) related to Data L
2. Use this tab to list and maintain Data Layer Event and Variable Tags across various pages of the site.

Reference Links
Solution Requirements
About Using Data Layers
Responses
Enhanced E-commerce Developer
About Enhanced E-commerce
Guide with GTM

Item # Requirement Description or ID

DLE 1 Track Store Promotion Interactions
DLV1 Track Product SKUs
Requirements (in the Implementation Toolkit) related to Data Layers.
riable Tags across various pages of the site.

Custom dimensions with Google Tag

Data Layer Event Tags
Manager

Enhanced E-commerce Developer Guide

Page Link Element

Store Search Page Visit Store Link
Product Pages
 User Action
Click Visit Store
on
click="dataLayer.push({'event':'promotionsstoreclickEvent','eventCa
Code to Add
tegory':'Promotions Interaction','eventAction':'Visit Store Link
Click','eventLabel':'{{storeName}} | {{storeLocation}}'})"
dataLayer.push({'Product SKU':''});
 Event
promotionsstoreclickEvent
 Category
Promotions Interaction
 Action
Visit Store Link Click
 Label
{{storeName}} | {{storeLocation}}
 Data Type

Hit
 Hierarchy 1

product
 Hierarchy 2

SKU
 Input Description

The Product's SKU number

 Example

Product SKU
UTM PARAMETERS

Instructions
Step-by-step instructions:
1. Review responses from the Analytics Platform Solution Requirements (in the Implementation Toolkit) related to UTM
2. Use this tab to list out and maintain utm_parameters, utm_parameters, Definition, and utm_parameters Proposed Form

Reference Links
Solution Requirements
UTM Parameters
Responses
URL Builder
Campaign name: used to
identify the campaign or
promotion
Channel
utm_parameters (applicable for Creative you used
type:
Details are
andrunning
to identify
each utm_medium) such
the
Source
Site as: product
channel/medium
utm_parameters
of Traffic:
Placement launch,
theto
link
Definition
used
Details:
Keywords: used for additional used
utm_campaign special
was used
identify
to sale,
the
identify on new
such
source
the feature
as:
of
details etc)
email,
traffic
details such as A/B testing,
utm_medium CPC
such etc
as:
associated
content Newsletter
to an ad
targeted name,
adsplacement
etc andAd
utm_source Network, site
(dimensionfor
suggested or DSP
of paid
the ad, ad to
search
utm_content locationkeywords
identify etc) used for
utm_term bidding
ution Requirements (in the Implementation Toolkit) related to UTM parameters.
s, utm_parameters, Definition, and utm_parameters Proposed Format.

Campaign and Traffic Tracking Custom Campaigns

YYYYMMDD_Brand_Medium_ProdCat_Product
utm_parameters Proposed Format Required
_CampaignName_OptionalCodes
Display_RTB, Video, Video_RTB ( see medium X
list above) X
Publisher,
Upload Ad Network, DSP
Site_PlacementDetails_Medium_Product_ProdC
Date X
ode_Target Audience_ CostModel_Tactic_Size
YYYYMMDD_Brand_CreativeName_Size_CTA_
Version_filetype
Optional

X
X
 Notes
Vendor campaign name to follow Media naming convention
DDM andtoallpass
Optional vendors to follow
creative detailsMediums
- DoubleClick reporting ,
Publisher,
Placement
adwords Ad Network
ortothird
follow DDM
party or DSP where
naming
system the ad is
convention.
recommended served
forTiny url and
keyword
generatoranalysis.
creative recommended to shorten
Must follow DDMthe url string.
baseline naming
convention.
Google Marketing Platform Format
GOOGLE TAG MANAGER TAGS

Instructions
Step-by-step instructions:
1. Review responses from the Analytics Platform Solution Design Requirements (in the Implementation Toolkit) related t
2. Use this tab to list and maintain tag names, their associated GA properties, and more.

Reference Links
Solution Requirements
About Using Data Layers
Responses

Tag Name GA event

Tag Type Universal Analytics
Custom HTML
Tracking ID {{GA property}}
Enable Display Advertising Features ✓
Track
Event Type
Tracking Parameters values Event
→
↓Category
fields {{Event category}}
Action {{Event action}}
Label {{Event label}}
Value {{Event value}}
Non-interaction
Social Tracking Parameters values {{Is non-interaction}}
→
↓Network
fields
Action
Target
Fields to Set values →
↓ fields
cookieDomain {{GA domain}}
allowLinker 1
userId {{User ID}}
hitCallback
page
Custom Dimensions values →
↓ index
{{errorType}} from
{{GA CD index - error type}} {{referrer}}
Custom Metrics values →
↓ index
Content Groups values →
↓ index
Ecommerce Features
Enable Ecommerce
Use data layer
Cross Domain Tracking values →
↓ fields
Auto Link Domains {{GA cross domains}}
Use Hash as Delimiter 0
Decorate Forms 1
Advanced Configuration values →
↓ fields
Enable Enhanced Link Attribution ✓
Tag Firing Priority
Tag Firing Options
Fire On
trigger 1 Analytics Event
trigger 2
TAGS

ution Design Requirements (in the Implementation Toolkit) related to Google Tag Manager Tag Requirements.
sociated GA properties, and more.

Data Layer Event Tags Custom dimensions with Google Tag Manager

GA event - Outbound Link Click

Universal Analytics

{{GA property}}
✓
Event

outbound link click

{{Click Text}}
{{Click URL}}

{{GA domain}}
TRUE
{{User ID}}

{{GA cross domains}}

 FALSE
TRUE

Outbound Link Click

GOOGLE TAG MANAGER TRIGGERS

Instructions
Step-by-step instructions:
1. Use the table below to list and maintain trigger names, type, click event tags and limits.

Reference Links
Solution Requirements
Add filter to a trigger
Responses

Name Analytics Event

Type Custom Event
Click Event Targets
Wait for Tags
Check Validation
Event Name analyticsEvent
Use regex matching
Interval
Limit
Fire On
Enable when
field
match type
pattern
Filter 1
field {{Event category}}
match type does not equal
pattern undefined
Filter 2
field {{Event action}}
match type does not equal
pattern undefined
Filter 3
field
match type
pattern
TRIGGERS

mes, type, click event tags and limits.

Trigger resource representation Create a trigger API

GOOGLE TAG MANAGER VARIABLES

Instructions
Step-by-step instructions:
1. Use this tab to list Google Tag Manager Variable names, type, and values.

Reference Links
About Using variables Built-In Variables

Variable Name Reference

Event value {{Event value}}
Event label {{Event label}}
Event action {{Event action}}
Event category {{Event category}}
event {{event}}
VARIABLES

ames, type, and values.

Googe Tag Manager Variables Description Create a Google Tag Manager Variable

Type Value
Data Layer Variable event value
Data Layer Variable event label
Data Layer Variable event action
Data Layer Variable event category
Custom Event
 GOOGLE ANALYTICS GOALS

Instructions
Step-by-step instructions:
1. Review responses from the Analytics Platform Solution Design Requirements (in the Implementation Toolkit) related
2. Use this tab to list goal names, type, screen pattern, funnel, duration, pages/session, screens/session, category match t
match type, pattern, label, and event value.
Reference Links
Solution Requirements
About Goals
Responses
About the Goal Flow Report

Goal Name Goal Type

✓ Pageview Engagement Pages/Screens per Session
LS

ution Design Requirements (in the Implementation Toolkit) related to Goals.

funnel, duration, pages/session, screens/session, category match type, event category pattern, event action

Smart Goals Create, edit, and share goals

URL/Screen Match Type URL/Screen Pattern

Funnel (TBD)
Duration
Pages/Screens per session
5
Event Category Match Type
Event Category Pattern
Event Action Match Type
Event Action Pattern
Event Label Match Type
Event Label Pattern
Event Value Match Type
Event Value Pattern
Value
Use the Event value as the Goal Value for the conversion
FUNNELS

Instructions
Step-by-step instructions:
1. Review responses from the Analytics Platform Solution Requirements (in the Implementation Toolkit) related
2. Use this tab to list out funnel type, title, metrics, rules, match patterns, and labels.

Reference Links
Solution Requirements
About Funnels
Responses
Custom Funnels

Report Title
Analysis Type
Funnel Type
Metric
Subsequent stage should follow
Stage 1 Label
Rule 1
Inclusion type
dimension
match type
match pattern
Stage 2 Label
Rule 1
Inclusion type
dimension
match type
match pattern
Stage 3 Label
Rule 1
Inclusion type
dimension
match type
match pattern
Solution Requirements (in the Implementation Toolkit) related to funnels.
, rules, match patterns, and labels.

About Multi-Channel Funnels Set up Funnels

CONTENT GROUPS

Instructions
Step-by-step instructions:
1. Review responses from the Analytics Platform Solution Requirements (in the Implementation Toolkit) related
2. Use this tab to list out content groups, names, URLs, and descriptions.

Reference Links
Solution Requirements Responses About Content Groupings

Best practices for Content Groups

Content Grouping Name Groups

Page Type Services, products, etc.
Product Category Different product categories
Product Subcategory Different product subcategories
Page Category Different page categories
 Requirements (in the Implementation Toolkit) related to Content Groups.
d descriptions.

Create/edit Content Groupings Content-Group Data in Reports

Description URLs
Pages fall into this based on the data layer value
Pages fall into this based on the data layer value
Pages fall into this based on the data layer value
Pages fall into this based on the data layer value
CHANNELS

Instructions
Step-by-step instructions:
1. Review responses from the Analytics Platform Solution Requirements (in the Implementation Toolkit) related to Chann
2. Use this tab to list out channel groupings, dimensions, match types, etc.

Reference Links
Solution Requirements
MCF Channel Grouping
Responses
Custom Channel Groupings Default Channel Definitions

Channel Grouping MCF

Channel Display
dimension Ad Distribution Network
match type exactly matches
match value Content
Rule 2 (operator) OR
dimension Medium
match type matches regex
match value ^(display|cpm)$
Rule 3 (operator)
dimension
match type
match value
ution Requirements (in the Implementation Toolkit) related to Channels.
ns, match types, etc.

MCF Channel Grouping

Create and Use MCF Channel Groupings

Paid Search Other Advertising

Medium Medium
matches regex matches regex
^(cpc|ppc)$ ^(cpc|ppc|cpv|cpa|cpp|content-text|affiliate)$
AND
Ad Distribution Network
does not exactly match
Content
Organic Search Social Network Referral
Social Source
Medium Medium
Referral
exactly matches exactly matches exactly matches
organic Yes referral
OR
Medium
matches regex
^(social|social-network|
social-media|sm|social
network|social media)$
 Custom
Email Direct Direct Organic Search Social Network Email
System Defined System Defined System Defined System Defined
Medium Source
Channel Channel Channel Channel
exactly matches exactly matches exactly matches exactly matches exactly matches exactly matches
email (direct) Direct Organic Search Social Network Email
AND
Medium
exactly matches
(not set)
OR
Medium
exactly matches
(none)
Affiliates Referral Paid Search Other Advertising Display
System Defined System Defined System Defined System Defined System Defined
Channel Channel Channel Channel Channel
exactly matches exactly matches exactly matches exactly matches exactly matches
Affiliates Referral Paid Search Other Advertising Display