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Purpose

This SOP is designed to guide users through the process of setting up Google Analytics and Google Tag Manager for websites. This will enable businesses to efficiently manage their web analytics and tracking tools, facilitating better understanding and optimization of user interaction with their digital properties.

Scope

This procedure is applicable to digital marketing teams, IT staff, or any personnel responsible for the website's analytics setup in organizations, particularly those using platforms like Webflow, WordPress, or similar website builders.

Procedure

1. Initial Setup for Google Analytics
   • Navigate to analytics.google.com and sign into a Google account.
   • Click "Start measuring" and create a new Google Analytics account.
   • Name the account and configure data sharing settings based on preference.
   • Establish a property for the website being tracked. Enter the property name, select the appropriate time zone, and set the currency. These settings are crucial as they cannot be modified later.
   • Define the property's industry category and size, then select objectives to track, such as lead generation or brand awareness.
   • Accept Google's terms of service to complete the setup.
2. Setting Up Google Tag Manager
   • Visit tagmanager.google.com and log into your Google account.
   • Click on "Create Account", name it (e.g., Ascend Labs), and select the United States or your respective country.
   • Opt out of data sharing if preferred and proceed to set up a container for the website, specifying it as a web-based setup.
   • Agree to the terms of service and create the container.
3. Installing Google Tag Manager on the Website

• Copy the Google Tag Manager code snippets provided upon container creation.
• For Webflow users:
  • Log into the Webflow dashboard and navigate to the specific website project.
  • Enter the "Project Settings", select the "Custom Code" tab, and paste the Google Tag Manager scripts into the designated areas for the head tag and body tag.
  • Save changes and publish the updates to both staging and production environments to ensure the tag manager is active across all site versions.

1. Verification and Testing
   • Use Google Tag Manager's "Preview" mode to verify that the tags are firing correctly on the website.
   • Enter the website URL in the preview mode to connect and check for active container tags on the live site.
2. Ongoing Management and Troubleshooting
   • Regularly check and update Google Analytics and Google Tag Manager settings to accommodate changes in tracking requirements or website updates.
   • Monitor analytics reports to ensure accurate data collection and address any discrepancies or issues with tag implementations.