GA Tagging Strategy & Governance

Objective

Our goal is to provide a stable supply of web behavior data of D2C customers who visit LG.com and to increase the accuracy of the data.

The purpose of collecting web behavior data is to ultimately improve the site through analysis of collected customer web behavior to increase customer satisfaction with their purchasing and website browsing experiences.

Scope (*D2C Data Insight Team scope of work)

Business: D2C only

Tagging Zones: PVs, Clicks from zones created with AEM/Magento

Tagging Strategy

1. GA Tagging

Web log data is collected using full tagging, which tracks all elements of LG.com. We use a client-side tagging method through GTM (Google Tag Manager).

Client Side Tagging vs Server Side Tagging

Advantages and disadvantages/tagging method	Client Side Tagging	Server Side Tagging
Description	A method in which a tag is executed on the user's device and data is transmitted. A method of managing tags by directly inserting them into the web/app by using a tag management tool such as GTM (Google Tag Manager) or hard-coding them in the page source.	A method in which tags operate on the server and data is transmitted. How web/apps receive and process HTTP requests
Advantages	Easy to respond to change management Cost-effective compared to Server-Side Tagging (no server management costs and manpower required)	Helps improve data quality by validating and normalizing data (excellent in terms of security) Improve website and app performance by reducing client processing load (improve site speed) It is possible to control data collected in the server area, so personal information protection issues such as GDPR can be resolved.
Disadvantages	Somewhat weak in terms of security Data quality control requires more resources than server-side tagging	High initial setup and management costs (+requires additional servers and additional management costs) There is a delay in data processing speed (limitations may occur in terms of CRM or personalization. There may be a delay due to additional steps in providing real-time information) There is a high probability of a decrease in the volume of collected data compared to client side tagging due to technical factors (client environment and network conditions, etc.). Since data is processed in the server area, management problems such as server security occur (during tag implementation and QA)
Manpower	Manpower can be supplied in Korea as well, and representative companies that can work include Concentrix, Media Mons, and Jellyfish. ※ Currently (as of March 2023), LGE has a total of 7 partners working at 80 sites (excluding Korea/US) as GP One-GA4 new tagging planning/setting and GA3 operation personnel (2 out of 7 are project personnel) scheduled to be withdrawn in March)	There are currently no workers in Korea, and the work is currently being done through trial and error at S Company. Difficulty supplying professional manpower In the case of competitors, all tech personnel are overseas.
Cost/Time Requirements	It takes about 1~2 months for one site (tag setting and execution, QA stage contents, excluding planning stage. Planning takes about 2~3 months on average depending on site complexity or business needs) 50 million won per web site (including planning, tag setting/execution, QA) ※ KRW 1.1 billion in 2023 (+excluding the cost of 2 GP One tagging personnel supporting the DO team)	Cost: It is difficult to confirm the exact cost, but the minimum labor cost is expected to be 1.5 times (KRW 1.65 billion) Time required: Expected to take at least twice as long (implementing all tags on the server side) ※ For reference, it is more efficient to work after completion rather than when changing the platform. When changes occur due to exception cases or extension changes, work volume increases compared to client-server tagging work.

1) Each country collects data through GA4 according to the GP One Roll-out schedule. GA4 will be introduced sequentially by country in line with the GP One Roll-up, starting with collection from June 6th (opening at 7am UK time), and confirmation schedules vary.

(GA4 Account: LGE All, 101423321)

2) Track elements and pages that are standardized and created through AEM Component and Magento. When introducing solutions such as iframe, search, video, etc., the solution manager must request tagging review from the tagging team. For pages created with a separate source (self-created) other than the AEM Component, attributes must be applied to the page by the page creation team through the Microsite Tagging Guide for GA4.

*To be updated after GP One UK Roll-out (6/6): GA Tagging files

3) Designed to collect data at the time of the first GP One platform roll-out for each country. For subsequent feature/template/new component development and changes, a tagging review request must be made by the developer of the development project or the feature development team.

* PV is collected as long as the GTM code for analysis is inserted into the head within the LG.com site domain, so no separate confirmation is required.

4) If it is difficult to carry out tagging work simultaneously due to resource limitations, the collection of eCommerce data is prioritized in addition to basic page traffic collection, and the work is carried out by checking priority according to traffic volume/task difficulty/business impact.

2. GTM operation

To streamline site operation and management, the Analytics & Data Science team is responsible for tagging LG.com data collection, and the Digital Operations team is responsible for inserting tags/scripts related to site performance and operation.

LG.com data collection: A&DS team in charge

Scripts inserted to deliver data generated from LG.com to media or operate within the LG.com site, such as GMP (+Google ads), META (Facebook, Instagram), Qualtrics, Adobe Target, etc.: Platform Service Team Manager

3. UTM usage guide

For accurate analysis of external advertising channel inflow, UTM Naming Convention must be observed in all advertising media, including GMP, and LGE Custom Channel Grouping is set according to the applicable rules.

UTM Guide 2-3. Understanding UTM (Use Guide)

-Source: Advertising company name (lower case)

-Medium: Ad type (lower case)

-Campaign: Advertising execution country code (Upper Case)_Agency name (Upper Case)_Advertising cost processing division (Upper Case)_Product category_Promotion name_Advertising medium_Other

4. Conversion(Goal) setting guide

Initial setting: Receive target (conversion) information to be set from BU, relevant region, and GMC digital marketing team and set and open country property in GA4 during GP1 platform rollout (confirmation of target value scheduled to be requested about 2 weeks ago)

Subsequent settings: Unlike the UA version, GA4 allows you to create a new event when creating a conversion, so it will be set by receiving a request through the GA Support Desk without granting permission to a marketing agency.

Request process after initial setup

1) Setting request through GA Support Desk. Request for setting at least 7 days (1 business day in advance)

2) When writing a request, country information & conversion set-up, setup date, and a capture image of the confirmation email from the person in charge (LGE representative) are required.

3) After setting up and checking the completion email through the Jira system, data verification is performed directly by the requester. If there are any changes, please leave a comment in Jira

5. Request additional analytics tagging

Things to check when requesting additional website tagging are as follows.

1) Request for additional tagging is required at least 4 weeks in advance (completion schedule cannot be secured if requested 1-2 days in advance. Necessary consultation)

2) Page or feature addition schedule, elements required for tagging (required: script/tag, development page URL or reference site URL)

3) Business impact (e.g. securing USD 000 additional sales, securing additional USD 000 members, etc.)

4) Share what analysis and subsequent actions are planned through data collection

Utilizing data from GA3(UA) version

Until June 30, 2024: LG.com 5.0 Platform data accumulated in country-specific properties can be utilized in GA Console and GCP.

From July 1, 2024: GA3 (UA) data available on GCP, GA4 data available.

*The ADS team will provide guidance on some key KPIs for comparison between GA3 (UA) version and GA4 data (1st sharing after introduction of GP One UK. Scheduled in July)

Method: GA3 (UA) version tagging is also carried out for some KPIs based on the UK/AU GP One platform *Traffic (PV, ATC/WTB Clicks etc), eCommerce data