{"id":125167,"date":"2025-03-10T23:33:11","date_gmt":"2025-03-10T23:33:11","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/gtmtips-fix-the-rogue-referral-problem-in-single-page-sites\/"},"modified":"2025-03-10T23:33:11","modified_gmt":"2025-03-10T23:33:11","slug":"gtmtips-fix-the-rogue-referral-problem-in-single-page-sites","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=125167","title":{"rendered":"#GTMTips: Fix The Rogue Referral Problem In Single-Page Sites"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Single-page sites (or single-page apps) typically have just one page load. When navigating the site, subsequent content is either uncovered from the DOM, where it\u2019s been in a hidden state, or loaded from the server using HTTP requests that do not invoke a new page refresh. This behavior, however, has some implications for <a href=\"https:\/\/analytics.google.com\/\">Google Analytics<\/a> tracking, especially when configured via <a href=\"https:\/\/tagmanager.google.com\/\">Google Tag Manager<\/a>.<\/p>\n<p>The crux of the problem is this: When you create a <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/analyticsjs\/creating-trackers\">Google Analytics tracker<\/a>, the URL of the page (without a possible #hash) from when the tracker was created is sent as the value of the <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/analyticsjs\/field-reference#location\">Document Location<\/a> field with every hit that uses this tracker. This is used for a number of things, most significantly attributing the session to the campaign specified by URL parameters such as <code>gclid<\/code> (AdWords) or <code>utm_source, utm_medium<\/code>.<\/p>\n<p>Now, on single-page sites you send \u201cvirtual\u201d pageviews whenever new content is loaded from the server. The reason this works fine with on-page GA is because you\u2019re always using the same tracker object to send the hits. Google even recommends this in their <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/analyticsjs\/single-page-applications\">developer guide<\/a>. Thus the Document Location field stays the same, and campaigns are attributed correctly.<\/p>\n<p>With Google Tag Manager, every single Universal Analytics Tag that fires on the site creates a new, unique tracker object. This means that the Document Location field is updated with every Tag you fire, which is a problem if the URL changes due to browser history manipulation. Thus you can end up with a situation where the first Universal Analytics Tag has <code>gclid<\/code> in the URL, attributing the session to AdWords, but the next pageview doesn\u2019t have this in the URL anymore, as you would not include it in the \u201cvirtual\u201d pageview path names. Instead, since <code>gclid<\/code> is no longer in the URL, GA looks at the <em>HTTP referrer<\/em> of the page to see what the previous page was for attribution. It finds <code>google.com<\/code>, as you came from the search engine (HTTP referrer is not updated when manipulating the URL with the browser History API). Thus a new session starts with attribution to Google Organic! I\u2019ve dubbed this as the <em>Rogue Referral<\/em> problem.<\/p>\n<p>There are ways to combat this. David Vallejo\u2019s written a <a href=\"https:\/\/www.thyngster.com\/tips-to-track-an-ajax-based-website-using-gtm-and-universal-analytics\/\">great article on setting the Tracker Name<\/a> in your GTM Tags. This will effectively work like on-page GA, maintaining the initial value of Document Location throughout the page load. However, there are some <a href=\"https:\/\/www.simoahava.com\/gtm-tips\/be-careful-with-the-tracker-name-setting\/\">risks with the tracker name setting<\/a>, so I wanted to offer an alternative.<\/p>\n<p>                <span class=\"simmer\"><br \/>\n  <span class=\"close\">X<\/span><\/p>\n<p>\n    <span class=\"fa fa-md fa-bell\"\/><br \/>\n    <strong>The Simmer Newsletter<\/strong>\n  <\/p>\n<p>\n    Subscribe to the <a href=\"https:\/\/www.simoahava.com\/newsletter\/\">Simmer newsletter<\/a> to get the latest news and content from Simo Ahava into your email inbox!\n  <\/p>\n<p>  <\/span><\/p>\n<h2 id=\"tip-51-manually-set-document-location-to-prevent-rogue-referrals\">Tip 51: Manually Set Document Location To Prevent Rogue Referrals<\/h2>\n<div style=\"aspect-ratio: 960 \/ 540;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2016\/11\/set-location-field-rogue-referrer.jpg\" title=\"Set Document Location field manually to prevent Rogue Referrals\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"540\" width=\"960\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2016\/11\/set-location-field-rogue-referrer.jpg#ZgotmplZ\" alt=\"Set Document Location field manually to prevent Rogue Referrals\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>The way this works is that you store the initial page URL in a global variable such as <code>dataLayer<\/code>, and then manually set the Document Location field in all your Universal Analytics tags to use this variable.<\/p>\n<p>The most robust way to do this would be to have the following in the page HTML before the GTM container snippet:<\/p>\n<div class=\"highlight\">\n<pre style=\"background-color:#fff;-moz-tab-size:4;-o-tab-size:4;tab-size:4\"><code class=\"language-javascript\" data-lang=\"javascript\"><span style=\"color:#0aa\">window<\/span>.dataLayer = <span style=\"color:#0aa\">window<\/span>.dataLayer || [];\n<span style=\"color:#0aa\">window<\/span>.dataLayer.push({\n  originalLocation: <span style=\"color:#0aa\">document<\/span>.location.protocol + <span style=\"color:#a50\">'\/\/'<\/span> +\n                    <span style=\"color:#0aa\">document<\/span>.location.hostname +\n                    <span style=\"color:#0aa\">document<\/span>.location.pathname +\n                    <span style=\"color:#0aa\">document<\/span>.location.search\n});\n<\/code><\/pre>\n<\/div>\n<p>This would store the original URL of the page (without #hash) into a dataLayer variable named <code>originalLocation<\/code>. Then, you\u2019d add this to all your Universal Analytics tags by browsing to <strong>Fields to Set<\/strong> and adding a new field:<\/p>\n<p><strong>Field name<\/strong>: location<br \/><strong>Value<\/strong>: {{Data Layer Variable &#8211; originalLocation}}<\/p>\n<p>Here, {{Data Layer Variable &#8211; originalLocation}} would be a Data Layer Variable you\u2019ve created, pointing to the <code>originalLocation<\/code> you store when the page is first loaded.<\/p>\n<p>(<strong>UPDATE<\/strong>: Note that if you add the <strong>location<\/strong> field, you must also specify the <strong>page<\/strong>, or else all pages will use what\u2019s stored in <strong>location<\/strong> as the page path sent to GA! If you have a single-page site, you probably already have the <strong>page<\/strong> field set to a virtual page path, but if not, you can always use something like:<\/p>\n<p><strong>Field name<\/strong>: page<br \/><strong>Value<\/strong>: {{JS &#8211; Get Page URL}}<\/p>\n<p>Where the variable {{JS &#8211; Get Page URL}} is a <strong>Custom JavaScript variable<\/strong> with:<\/p>\n<div class=\"highlight\">\n<pre style=\"background-color:#fff;-moz-tab-size:4;-o-tab-size:4;tab-size:4\"><code class=\"language-javascript\" data-lang=\"javascript\"><span style=\"color:#00a\">function<\/span>() {\n  <span style=\"color:#00a\">return<\/span> <span style=\"color:#0aa\">document<\/span>.location.pathname + <span style=\"color:#0aa\">document<\/span>.location.search;\n}\n<\/code><\/pre>\n<\/div>\n<p>This would send the current page pathname with any query parameters as the virtual page path dispatched with your GA Tags. Thank you <strong>Brian Clifton<\/strong> for pointing out that query parameters should be sent, too.)<\/p>\n<p>If you can\u2019t or don\u2019t want to edit the page HTML, you can also use <a href=\"https:\/\/www.simoahava.com\/analytics\/understanding-tag-sequencing-in-google-tag-manager\/\">Tag Sequencing<\/a>. First, you would need to create a Custom HTML Tag with the same code as above (enclosed in <code><script\/><\/code> and <code\/> tags). Then, you would need to identify the first Universal Analytics Tag that fires on the site. This would typically be a Page View Tag with something like All Pages or some other Page View Trigger attached to it. Then, you\u2019d need to add the new Custom HTML Tag to this Page View Tag\u2019s sequence, by firing it <strong>before<\/strong> the Page View Tag.<\/p>\n<p>(<strong>UPDATE<\/strong>: Read the following Caveat chapter if you choose to do this all via GTM and not the page template!)<\/p>\n<div style=\"aspect-ratio: 1094 \/ 884;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2016\/11\/tag-sequencing.jpg\" title=\"Tag Sequencing with original location\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"884\" width=\"1094\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2016\/11\/tag-sequencing.jpg#ZgotmplZ\" alt=\"Tag Sequencing with original location\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>That way the original URL is stored into <code>dataLayer<\/code> before the Page View Tag fires, and is thus available for all the Universal Analytics tags that fire on the page.<\/p>\n<h2 id=\"caveat\">Caveat<\/h2>\n<p>If you\u2019re pushing the <code>originalLocation<\/code> via GTM and not the page template, there might be a race condition between when the <code>originalLocation<\/code> variable is pushed into <code>dataLayer<\/code>, and when Tags try to access it. In these cases, analytics.js does <em>not<\/em> default to the current URL, resulting in a <strong>missing Document Location field<\/strong>! To fix this, instead of adding <code>{{Data Layer Variable - originalLocation}}<\/code> directly to the <strong>location<\/strong> field in your GA Tags, you might want to add a Custom JavaScript Variable instead:<\/p>\n<div class=\"highlight\">\n<pre style=\"background-color:#fff;-moz-tab-size:4;-o-tab-size:4;tab-size:4\"><code class=\"language-javascript\" data-lang=\"javascript\"><span style=\"color:#00a\">function<\/span>() {\n  <span style=\"color:#00a\">return<\/span> {{Data Layer Variable - originalLocation}} || <span style=\"color:#0aa\">window<\/span>.location.protocol + <span style=\"color:#a50\">'\/\/'<\/span> + <span style=\"color:#0aa\">window<\/span>.location.hostname + <span style=\"color:#0aa\">window<\/span>.location.pathname + <span style=\"color:#0aa\">window<\/span>.location.search;\n}\n<\/code><\/pre>\n<\/div>\n<p>This returns either <code>{{Data Layer Variable - originalLocation}}<\/code> or, if that hasn\u2019t been set yet, the current URL without hash.<\/p>\n<h2 id=\"summary\">Summary<\/h2>\n<p>If you have a single-page site and you\u2019re sending \u201cvirtual\u201d pageviews, you might want to check if you have the rogue referral problem. A quick way to identify it is to use the new <a href=\"https:\/\/support.google.com\/analytics\/answer\/6339208?hl=en\">User Explorer<\/a> reports, looking for sessions which start with an AdWords hit, but then quickly turn into a new session with Google Organic as the campaign.<\/p>\n<p>Actually, if you\u2019re using Google Tag Manager and you\u2019re sending virtual pageviews, you will most certainly suffer from the rogue referral problem, unless you\u2019ve set the Tracker Name or the Document Location as instructed in this guide.<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Single-page sites (or single-page apps) typically have just one page load. When navigating the site, subsequent content is either uncovered from the DOM, where it\u2019s been in a hidden state, or loaded from the server using HTTP requests that do not invoke a new page refresh. This behavior, however, has some implications for Google Analytics [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":125168,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[8678,14492,4106,11360,36707,54880,11405],"dealstore":[],"offerexpiration":[],"class_list":["post-125167","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-fix","tag-gtmtips","tag-problem","tag-referral","tag-rogue","tag-singlepage","tag-sites"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>#GTMTips: Fix The Rogue Referral Problem In Single-Page Sites - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=125167\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#GTMTips: Fix The Rogue Referral Problem In Single-Page Sites - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Single-page sites (or single-page apps) typically have just one page load. 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