Digital Marketing Tools

This page has wound up becoming a giant “cheat sheet and reference tool for Digital Marketing Tools SEO, Social Media Platforms.

Search Engine Optimization [“SEO”]

  • Google Adwords
  • Bing Platform
  • Google Analytics
  • Google Webmaster Tools
  • Google Domains
  • Yoast SEO Tools
  • MonsterInsights Plug-ins

Social Media Platforms

  • Sprout

Platform Support

  • Google Cloud Console
  • Google PageSpeed
Digital Marketing Tools SEO, Social Media Platforms
Google Analytics Cheat Sheet
Digital Marketing Tools SEO, Social Media Platforms
SEO Cheat Sheet


Digital Marketing Tools SEO, Social Media Platforms
Google Search Operators Cheat Sheet

Google Analytics works by the inclusion of a block of JavaScript code on pages in your website. When users to your website view a page, this JavaScript code references a JavaScript file which then executes the tracking operation for Analytics. The tracking operation retrieves data about the page request through various means and sends this information to the Analytics server via a list of parameters attached to a single-pixel image request.

Because your website configuration and reporting needs might differ from a standard setup, it’s a good idea to understand the general tracking process to ensure that your reports deliver data as you expect. In this way, you can decide how to configure Analytics tracking to best suit your own website.

How Does Google Analytics Collect Data?

The data that Google Analytics uses to provide all the information in your reports comes from these sources:

  • The HTTP request of the user
  • Browser/system information
  • First-party cookies

The HTTP request for any web page contains details about the browser and the computer making the request, such as the hostname, the browser type, referrer, and language. In addition, the DOM of most browsers provides access to more detailed browser and system information, such as Java and Flash support and screen resolution. Analytics uses this information in constructing reports like the Map OverlayBrowser, and Referring Sites reports. Analytics also sets and reads first-party cookies on your users’ browsers in order to obtain user session and any ad campaign information from the page request. The Google Analytics Tracking Code also reads the DoubleClick cookie to get information about theDisplay Features.

When all this information is collected, it is sent to the Analytics servers in the form of a long list of parameters attached to a single-pixel GIF image request. The data contained in the GIF request is the data sent to the Google Analytics servers, which then gets processed and ends up in your reports. Here is an example of only a portion of a GIF request:

For customers that have enabled the Remarketing with Google Analytics feature, a third-party DoubleClick cookie is used to enable remarketing for products like AdWords on the Google Display Network. When this feature is used, information (including the third-party DoubleClick cookie) is similarly sent to the Analytics servers, but the example request looks like:

For more information on the data contained in a GIF request, see the section “GIF Request Parameters” in the Troubleshooting Guide.

How the Tracking Code Works

In general, the Google Analytics Tracking Code (GATC) retrieves web page data as follows:

  1. A browser requests a web page that contains the tracking code.
  2. A JavaScript Array named _gaq is created and tracking commands are pushed onto the array.
  3. <script> element is created and enabled for asynchronous loading (loading in the background).
  4. The ga.js tracking code is fetched, with the appropriate protocol automatically detected. Once the code is fetched and loaded, the commands on the _gaq array are executed and the array is transformed into a tracking object. Subsequent tracking calls are made directly to Google Analytics.
  5. Loads the script element to the DOM.
  6. After the tracking code collects data, the GIF request is sent to the Analytics database for logging and post-processing.
GATC Request Process

How GIF Requests Are Classified

A GIF request is sent to the Analytics servers in the following cases and classified according to the table below. In each of these cases, the GIF request is identified by type in the utmt parameter. In addition, the type of the request also determines which data is sent to the Analytics servers. For example, transaction and item data is only sent to the Analytics servers when a purchase is made. User, page, and system information is only sent when an event is recorded or when a page loads, and the user-defined value is only sent when the _setVar method is called.

Request TypeDescriptionClass
PageA web page on your server is requested.Interaction
EventAn event is triggered through Event Tracking that you set up on your site.Interaction
Transactionpurchase transaction occurred on your site.Interaction
ItemEach item in a transaction is recorded with a GIF request.Interaction
Varcustom user segment is set and triggered by a user.Non-interaction

The GIF Request Parameters

The GIF request is quite long. Here is an example of only a part of a GIF request:

This table contains a listing of the many of the parameters passed in via the GIF Request. Not all parameters are passed in with every execution of the tracking code, since some apply only to certain conditions, such as campaign referrals or shopping carts. When using this reference, keep in mind that you will be looking for those variables that most commonly apply to the page/request you are investigating.

VariableDescriptionExample Value
utmacAccount String. Appears on all requests.utmac=UA-2202604-2
utmccCookie values. This request parameter sends all the cookies requested from the page.utmcc=__utma%3D117243.1695285.22%3B%2B __utmz%3D117945243.1202416366.21.10. utmcsr%3Db%7C utmccn%3D(referral)%7C utmcmd%3Dreferral%7C utmcct%3D%252Fissue%3B%2B
utmcnStarts a new campaign session. Either utmcn or utmcr is present on any given request. Changes the campaign tracking data; but does not start a new sessionutmcn=1
utmcrIndicates a repeat campaign visit. This is set when any subsequent clicks occur on the same link. Either utmcn or utmcr is present on any given request.utmcr=1
utmcsLanguage encoding for the browser. Some browsers don’t set this, in which case it is set to “-“utmcs=ISO-8859-1
utmdtPage title, which is a URL-encoded string.utmdt=analytics%20page%20test
utmeExtensible ParameterValue is encoded. Used for events and custom variables.
utmflFlash Versionutmfl=9.0%20r48&
utmhnHost Name, which is a URL-encoded
utmhidA random number used to link Analytics GIF requests with AdSense.utmhid=2059107202
utmipcProduct Code. This is the sku code for a given product.utmipc=989898ajssi
utmipnProduct Name, which is a URL-encoded string.utmipn=tee%20shirt
utmiprUnit Price. Set at the item level. Value is set to numbers only in U.S. currency format.utmipr=17100.32
utmivaVariations on an item. For example: large, medium, small, pink, white, black, green. String is URL-encoded.utmiva=red;
utmjeIndicates if browser is Java-enabled. 1 is true.utmje=1
utmnUnique ID generated for each GIF request to prevent caching of the GIF image.utmn=1142651215
utmpPage request of the current page.utmp=/testDirectory/myPage.html
utmrReferral, complete URL.utmr=
utmscScreen color depthutmsc=24-bit
utmsrScreen resolutionutmsr=2400×1920
utmtIndicates the type of request, which is one of: event,transactionitem, or custom variable. If this value is not present in the GIF request, the request is typed as page.utmt=event
utmtciBilling Cityutmtci=San%20Diego
utmtcoBilling Countryutmtco=United%20Kingdom
utmtidOrder ID, URL-encoded string.utmtid=a2343898
utmtrgBilling region, URL-encoded string.utmtrg=New%20Brunswick
utmtspShipping cost. Values as for unit and price.utmtsp=23.95
utmtstAffiliation. Typically used for brick and mortar applications in ecommerce.utmtst=google%20mtv%20store
utmttoTotal. Values as for unit and price.utmtto=334.56
utmttxTax. Values as for unit and price.utmttx=29.16
utmulBrowser language.utmul=pt-br
utmwvTracking code versionutmwv=1


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