[elite camp 2016] chris mercer - how top marketers are using google tag manager to improve their...
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@mercertweets #elitecamp2016Elite Camp 2016
How Top Marketers Are Using Google Tag Manager to Improve Their Sales & Leads
- Chris Mercer, SeriouslySimpleMarketing.com
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Who is this “Mercer” guy?
• WordPress +
• Analytics +
• Optimization +
• Became…Chris “Mercer” Mercer
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Who is this “Mercer” guy?Who is this “Mercer” guy?
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Today we’ll chat about…
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Let’s talk about you!
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Beginner? Go for the basics…
1’s, 2’s & 3’s…
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Have some experience? Get ideas…
4’s, 5’s, 6’s & 7’s…
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Advanced user? Find verification…
8’s & 9’s…
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Expert already? There’s always email…
and finally… the 10’s.
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What to expect…
What this is…
(and what this isn’t.)
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This has a learning curve…
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What is a “Tag Manager”?
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Marketers Create a
Campaign
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ITGets a
Request
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And then…
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Marketing waits…
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Tag Managers give you control…
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Lots of choices…
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Lots of choices…
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Successful marketersgather marketing insights & use them to adapt quickly.
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Google Tag Manager gives you control so you can get
useful insights faster.
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Let’s talk about how…
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1’s, 2’s & 3’s…
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The Install…
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Two Main Parts…
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“Tags” are how GTM asks...
“What should I do?”
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“Triggers” are how GTM asks...
“When should I do that?”
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How tags & triggers work together…
(“What should I do?”)
“Fire a Facebook tracking pixel…”
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How tags & triggers work together…
(“When should I do that?”)
“…on every page.”
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How tags & triggers work together…
(“What should I do?”)
“Report an a sale to Google Analytics…”
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How tags & triggers work together…
(“When should I do that?”)
“…whenever a purchase is made.”
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How tags & triggers work together…
(“What should I do?”)
“Start collecting session recording data…”
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How tags & triggers work together…
(“When should I do that?”)
“…on the order form.”
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How tags & triggers work together…
(“What should I do?”)
“Pop up the ‘Live Chat’ window…”
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How tags & triggers work together…
(“When should I do that?”)
“…after they’ve been on the order form for 60 seconds.”
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Built-in tags…
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Built-in tags…
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Built-in tags…
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Built-in tags…
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Built-in tags…
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An Example…
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Anatomy of a Tag…
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Anatomy of a Tag…
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Anatomy of a Tag…
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Anatomy of a Tag…
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The Trigger…
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The complete picture…
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#gtmprotip: If you have the option, use built-in tags.
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But what if…
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No built-in? No problem!
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Remember the built-in?
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Custom HTML tag…
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Why use GTM for pixels & tracking?
A Story of Trash Data
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Real marketing insights happen when your data provides a useful truth.
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Traffic Attribution
4’s, 5’s, 6’s & 7’s…
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“Cross Domain” Tracking
Facebook Ad
MySite.comLanding Page
MyCart.com(Checkout)
MySite.comSales Page
MySite.comThank You
Facebook MySite MyCart
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“Cross Domain” Tracking
Facebook sends the traffic, but doesn’t get
the credit it’s due.
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“Cross Domain” Tracking
Facebook Ad
MySite.comLanding Page
MyCart.com(Checkout)
MySite.comSales Page
MySite.comThank You
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“Cross Domain” Tracking
Who gets credit for the sale?
Facebook.
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Having to go through IT…
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Cutting the cord…
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Using GTM to track across domains helps you figure out which traffic sources are working… and when they are working!
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Automatically track every click
An Assembly
Line of Clicks!
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Why track clicks?
Automatically track every click
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Automatically track every click
UsefulTruth
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Using GTM to automatically track clicks helps Content Marketers figure out which blog posts are producing results.
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Want a more useful truth?
Use Timers
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Fun with timers…
AdjustedBounce
Rate
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QualityRemarketing
More fun with timers…
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Using GTM timers can help you target and remarket more efficiently.(Spending less yet making more!)
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This guy…
And then…
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Into the deep end…
8’s, 9’s,(and even 10’s)
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Justin had a problem.
Into the deep end…
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Supercharge Google Tag Manager
The DataLayer
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Supercharge Google Tag Manager
The DataLayer
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Justin had a problem.
Into the deep end…
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Justin had a problem.
Into the deep end…
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You don’t just need analytics, you need analytics you can trust and professionals who can make heads or tails of it. When it comes to implementing systems the only company I trust is Seriously Simple Marketing.
- Justin RondeauDirector of OptimizationDigitalMarketer.com
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Using the GTM data layer you can send ecommerce transactions so you know which products are selling.
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But wait! There’s more…
Use the Data Layer to Tell Your Story
(And grow into GTM)
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Now what?
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Now what? 1’s, 2’s & 3’s…
Create an Account &
Setup a Tracking
Pixel
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Now what? 4’s and above…
Start Using Events, Timers& the
Data Layer
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Questions?
mercer@seriouslysimplemarketing.comChris “Mercer” Mercer
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Thank You!
Chris “Mercer” Mercermercer@seriouslysimplemarketing.com
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