phil pearce - workshop: google tag manager for advanced users
DESCRIPTION
Don't miss the next year of Marketing Festival Brno - http://www.marketingfestival.cz You can also buy a video of this presentation at marketingfestival.czTRANSCRIPT
Google Tag Manager
#GTMadvanced #MktFest
Web Analytics Exchange
mentor
750 GA questions answered
Tracking protection
group
WelcomePhil PearcePPC and Analytics ExpertFreelancer@[email protected]/in/philpearce
Please download:bit.ly/gtmdevguide
And join GTM community on Google+bit.ly/gtmcommunity
Fun fact... I`m almost Unique
Twin brother
Agenda1. Intro2. Definition3. Caching4. Logins & Access
levels5. Account structure6. Tags7. Macros8. Rules9. Examples10. Debugging
– Preview & Debug– Tag assistant
11. DataLayer– Onload
(ecommerce)– Onclick (event)
12. Power Examples13. GTM certification14. Questions
• Start: 12:00am
• Basic Examples: 12:20am
• Advanced Examples: 12:40am
• Interactive demo: 1pm
• Questions:1:30pm
• Finish: 2pm
Q: How many GTM installations have YOU done?
Newbie - 1-2 installationExperienced - 3-4 installationAdvanced - 4+ installation
Q: What is the load order of these?
B)1. gtm.js2. gtm.dom3. gtm.load
A)1. gtm.js2. gtm.load3. gtm.dom
Tip: See Firebug > DOM for dataLayer
Answer “B”
B)1. gtm.js2. gtm.dom3. gtm.load
AdWords
I am on my 8th installation...
Session Goals1. Enable GTM on a website2. Know how to debug GTM3. Know what the difference between a macro and rule is.4. Know what the dataLayer is.5. Know common mistakes & answers.6. Learn from my mistakes from MY mistakes from 8
installations.
But first…
Why use a TagManagmentSystem?
Because of Cats
Four ways to skin a cat
Beta Universalga(send{pageview})
Faster Asyncgaq.push(["pagetracker")
GTMdataLayer.push({"page_virtual":""});
LegacypageTracker()
Intro to GTM video
http://www.youtube.com/watch?v=usxqx-uQI4w&list=PLMau-ivfXpoON3Rf90dkt5uKH2KhlpI0y
Planning GTM
bit.ly/gtmdevguide
Basic Functions
Containers and Tags
First Steps
1.Creation of Google account
2.Open a GTM account
3.Set up a GTM container
4.Add GTM script to your website source code
E.g. URL
Ways to fire tags on GTM
Macros• Runtime Values
Rules• Condition that
evaluates to either true or false at runtime
Tags• HTML code that
executes on a page
Rules define which pages will receive tags.E.g. Pages with Thanks in URL
Scripts to be pushed on website according to rules and macros
Example of a tag
Scripts to be pushed on website according to rules and macros
Tags• HTML code that
executes on a pageSends data about URL
to Google Analytics for all pages loaded
Advance Functions
DataLayers and evaluate tags
Variables Values
page_virtual /en/home
page_group homepage
Variables you want to collect and their different values
DataLayers
Note: Use lowercase please
One macro for one variable of your Data Layer.E.g. Macro Brand for variable Brand
Tags with Data Layer
Macros• Runtime Values
Rules• Condition that
evaluates to either true or false at runtime
Tags• HTML code that
executes on a page
Rules define which pages will receive tags.E.g. Pages with Thanks in URL
Scripts to be pushed on website according to rules and macros
Preview Mode
•Visit website and see how tags are firing•Checked if they are firing correctly•Preview is only for your google log in
Publishing
•Only admin users can publish
Account permissions example
dataLayer is called a “macro” in GTM
•Macro are based on dataLayer variables.
•E.g. language variable
Rules
•Rules depend on your tag.•Rules can be
• All pages• Thank you pages• Pages with cars• Pages with accessories…
• Here an example of a rule for conversion data.
•Easy to do...
How to push a customHTML tag
1. Login using your Google Account
2. Search for “google tag manager”3. Add Google Analytics Tag with UA-000-14. Create & publish version5. Click Preview & debug
Demo
https://www.google.com/tagmanager
Other Demo ExamplesDebugging
GTM Preview & DebugGTM Debug console modeChrome Tag assistant
DataLayerOnload (ecommerce)Onclick (event)
GTM certification
Thankyou
http://search4phil.com/gtm-demo/guest1/index.htmlhttp://search4phil.com/gtm-demo/guest2/index.htmlhttp://search4phil.com/gtm-demo/guest3/index.html
Appendix
Cheat sheet