google tag manager - measure twice, cut once
TRANSCRIPT
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MnSearch Snippets #17
“Measure Twice, Cut Once.”
January 28th, 2015
Google Tag Manager
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Kristin Ziegler
Director of Solutions Services
Three Deep Marketing
Derrick Shields
Interactive Solutions Architect
Three Deep Marketing
Board of Directors – Minnesota Interactive Marketing Association
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Agenda
GTM Intro
Measurement Model Overview
GTM Anatomy
Examples
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50+ Active GTM Implementations
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What Is Google Tag Manager?
Google Tag Manager is a free tool that makes it easy
for marketers to manage website Tags:
• Conversion Tracking
• Analytics
• Remarketing
• and much more!
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Why Google Tag Manager?
Built-in Integration with Google Analytics,
AdWords, & DoubleClick
Dependable Data, Safe & Securely
Hosted by Google
Easily Create, Test, and Deploy Tags
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Why Google Tag Manager?
Built-in Syntax & Error Checking
Agency Friendly via Multi-Account
Support and User Permissions
Tag Templates = Seamless Integration
with Dozens of 3rd Party Vendors
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Why Google Tag Manager?
Easy To Learn (But Steep Learning Curve)
New Features Released Frequently
It’s Free!
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How Does it Work?
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Setup Account
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Setup Account
MnSearch
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Setup Container
www.mnsearch.org
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Copy Container Snippet
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Install Container Snippet
After<body>
Tag!
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Verify Installation
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GTM Containers
Measurement Plan Blueprint
One Code Snippet
1:1 Website/Container Ratio
Containers are Published & Versioned
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Measurement Model
DIGITAL SUCCESS
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Measurement Model“The root cause of failure
in most digital marketing
is […] quite simply the
lack of structured thinking
about what the real
purpose of the campaign
is and a lack of an
objective set of measures
with which to identify
success or failure.”AvinashKaushikOccam’s Razor
Digital Marketing and Measurement Model
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Why is a measurement model necessary?
• Ensure that all stakeholders
are in alignment
• Provides anchor of value
• Avoid data distractions and
overload
What is the number which will prove success?
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Too Much Data, Not Enough Analysis
• Consider audience
• 3 second rule
• Minimal Context
• Why do I care?
• Get to recommendations vs just
observations
Map everything back to the measurement model.
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What is a measurement model?
• Structured thinking
• Key [first] step in helping reporting/analysis become
actionable business insights
• Contract for success
• Answering Why questions leads us through the process of
Objectives – Goals– KPIs
Stay focused – let shiny objects be evaluated and challenged
against the model.
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Measurement Model“The question becomes not
all the things that we can
measure, but rather what
are the right things to
measure.”
Dave WoodbeckThree Deep Marketing Blog
What a Mathematician and Philosopher from 1657 can Teach us about Digital Measurement Models
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How do we get there?
The model is meant to work with an entire marketing program, or
single campaign.
Set Targets
Priority AudiencesPriority
Content/MessagesResults by Channel
Priority Actions/Behaviors
Define / Map KPIs to Objectives
Review Examples
Identify Business Objectives and Define Goals for Each
Why questions / Brainstorm
Review ListPrioritize / Keep Kill
Combine
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Analysis Spectrum
A measurement model and tracking requirements are
the cornerstones within a complex analysis cycle.
Reporting & Measurement StrategyAnalysis
Context
Observe RecommendInsight
Deliverable Agreement/Campaign
Measurement
Model
Tracking Requirements
Deliverable Agreement/Campaign
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Tracking Requirements
Tracking requirements are a direct output of a
measurement model/plan.
Deliverable Agreement/Campaign
Why questionsMeasurement
ModelTracking
RequirementsGTM
ImplementationAnalysis
Container
Snippet to Dev
Data Collection
Plan
GTM allows decoupling from
development cycles.
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Building MNSearch Measurement Model
Deliverable Agreement/Campaign
• Not-profit Professional Organization
• Mission Statement – Educate, Share and Connect
• KPIs
• Segments
1. Newsletter subscribers
2. Member Registrations
3. Summit Registrations
1. Member vs. Paid
Collect and document known information as a start to the
conversation.
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MNSearch [unfinished] Measurement Model
Deliverable Agreement/Campaign
Objectives Educate Share Connect
Goal Increase event registrations Increase engagement Grow MNSearch
Community and Acquisition
KPIs• Events
• Summit
• Blog views
• Slide Deck views
• Increase membership
• Newsletter Subscribers
Segments Member vs Non Member
Secondary Indicators
Engagement with Job
Board
Implementation Notes• Include a way to view any incomplete registrations or sign-ups.
Consider impressions of that page vs completed goal. • Need to review with stakeholders for completion• Categorize registrations by type
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TRIGGERS
TAGS
VARIABLES
GTM Anatomy
CONTAINER
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Tags, Variablesand Triggersall work together within a Container.
VARIABLES
TAGS
TRIGGERS
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GTM Tags
Tags “Do Stuff”
• Event Tracking• Executing Analytics Scripts• Conversion Tracking• Remarketing Codes• Execute Custom HTML or JavaScript• Etc.
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Tags.
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GTM Triggers
Triggers tell Tags whento “Do Stuff”
• Specific URLs• User Actions / Events• After Another Tag Fires• When a condition is True or False• If a Website element is present• Etc…
Triggers like the traffic cop or a stop
light. They tell Tags when to fire.
If “This” Then
“That”
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Tags.
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GTM Variables
Variables return Values to Tags and TriggersThey are like little helpers.
Variables are either pre-defined by GTM or totally custom and always return something:
• Current Page URL, Domain, etc.• Link Target URL• After Another Tag Fires• Element Attributes• Etc…
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Variables.
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Implementation
Examples.
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Dashboard.
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Creating Tags.
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Creating Tags.
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Creating Triggers.
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Creating Filters.
If “thankyou” is in the URL, fire this
Tag.Name Triggers
For Re-Use!
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Built-in Variables.
Must be Enabled before use!
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Custom Variables.
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Configuring Variables.
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Implementation
Cool Stuff.
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Real World Examples
Lookup Tables Form Tracking Custom Dimensions
Pre-populate Forms Manipulate SERPS
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Lookup Tables.
Lookup Tables Will Make Your
Live Easier!
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Get Geographical Information.
Save Geo Information In a
Cookie For Future Reference!
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Pre-populate Forms
Increase Conversion
Rates!
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Custom Dimensions.
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Custom Dimensions.
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Custom Dimensions.
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Custom Dimensions.
Track Everything Important To
you!
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Enrich SERPs via Markup.
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Enrich SERPs via Markup.
SiteLinks Search
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Enrich SERPs via Markup.
EventsEasily Increase Search Engine
Visibility!
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Implementation
Implementation.
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Don’t Be Her.
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Measure First.
Then Measure Again.
Ensure you’ve identified all objectives.
Get Stakeholder Approval.
Then Implement.
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Marketing Developers
Reporting & Measurement Requirements = Functional Requirements.
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Deployment Best Practices
Establish a Workflow
Enforce Unique User Accounts
Remember to Annotate!
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GA & GTM Annotation
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Questions?
That’s It!
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Necessary Tools & Resources
These are helpful
• Google Tag Assistant
• Google Analytics Debugger
• Edit This Cookie
• Form Filler