tag you’re it! – chaoaj/cuc15
TRANSCRIPT
Tag You’re It! – http://educ.jmu.edu/~chaoaj/cuc15
Alvin Chao – James Madison Universityhttp://educ.jmu.edu/~chaoaj/cuc15
Twitter:@chaoaj#CUC15
Tag You’re It!How we replaced Google Analytics
with Google Tag Manager
Overview
Topics:
Who is this aimed at?
What is The Problem?
What the Solution? / What is Google Tag Manager(GTM)?
Where do you find resources for Google Tag Manager
When / Why would you use GTM/ Real life applications
How: Understanding how to make setup GTM to front end your Google Analytics
Special Thanks: JMU Online Marketing Manager Randy Budnikas
Who
Marketing professionals looking to help distribute Google Analytics across their enterprise.
Technical users who want to pull Event based click information (not easily done in GA without a code change to your tag code).
Managers/Supervisors who want to know how GTM can enhance their ability to roll out analytics data and distribute it to their entire campus.
What is The Problem?
Google Analytics has limits on the # of accounts and view per e-mail address account and you can only use one Google Analytics Javascript code per site.
This poses a problem for those that manage multiple accounts and want to distribute Google Analytics views for subdomain access.
Example: Our College of Business wanted to have their own Analytics for their department, http://www.jmu.edu/cob and also per program http://www.jmu.edu/cob/accounting This quickly used up the 50 views that we have within our main JMU GA account.
Google Analytics Account Limits
Maximum of 100 Analytics accounts(1) per e-mail address, 50 Properties/Profiles(2) per Analytics Account and each Property can have up to 50 views(3) = 250,000 Trackable items
GA Account Limits Visual View
100 Accounts per e-mail address
Each Account can have 50 Properties
Each Property can have 50 Views
Account JMU Academics
Property: JMU College of Business
View: JMU Accounting Department
Level 0: Email Address
Level 1: Account
Level 2: Properties
Level 3: Views
What is the solution?What is Google Tag Manager?
URL: http://www.google.com/tagmanager/
GTM allows you to have one tag to rule them all on your websites instead of having to use separate tags for
each analytics engine(Adwords, DoubleClick, GA, GA Universal, Google Display Network remarketing tag)
Allows you to use multiple GA Property codes on a page.
Tag Manager allows tag debugging in real time and versioning of tags
Intro Video: https://www.youtube.com/watch?v=KRvbFpeZ11Y
Before with regular Google Analytics
Account: JMU
Property: www.jmu.edu
COB Advising Giving Graduate School Faculty Senate Biology Planetarium Health Center Residence Life Recreation
Property: Alumni.jmu.ed
u
Property: m.jmu.edu
Property: Forbescenter
(www.jmu.edu/forbescenter)
After with Google Tag Manager
Account: JMU
Property: www.jmu.edu
Advising Planetarium Giving
Property: Alumni.jmu.edu
Property: m.jmu.edu
Property: Forbescenter
(www.jmu.edu/forbescenter)
Academics
COB Biology Graduate School Faculty Senate
Student Affairs
Health Center Residence Life Recreation
Where do you find Google Tag Manager Resources
Intro video: https://www.youtube.com/watch?v=KRvbFpeZ11Y
Google Course for GTM (https://analyticsacademy.withgoogle.com/course05 )
Event Tracking: (http://cutroni.com/blog/2013/10/07/auto-event-tracking-with-google-tag-manager/ )
When /Why would you use Google Tag Manager?
Break through the Google Analytics 50 views limit
Speed: Optimizing performance for tagging on your site – One Tag to rule them all including third party tags like Crazy Egg(for heat maps), and DoubleClick, so quicker firing of 3rd party tags.
Ease of Deployment: Allow for code changes by non-IT personnel and without editing footer / GA Tag code or even needing to edit CMS content.
Previews/Debugging of Tags and Versioning/History
Event Tracking made easier: clicks, video engagement, and form submissions can be tracked.
Easier Remarketing (through Custom Dimensions in Data Layer Variables and GA cookies – must link analytics and Adwords accounts)
Speed: Reduce # of tags on your page
How: Understanding how to Setup GTM
Login and create an account with a container named for your domain: http://www.google.com/tagmanager
Login with Google account
Create a Tag and a Trigger for Google Analytics pageviews
Container code(under Admin - install Google Tag Manager)
recommend after body tag immediately, we put it in footer to reduce lag in load time.
GA Pageview
Tags - New
Pull GA Tracking ID by going into home and looking at account folder for this #.
Check Enable display advertising features to get demographic info and allow for remarketing
GTM Tag Test process flow chart
Track Outbound Links via Links Listener
Click on Variables in Left Nav, enable Click Element and Click URL within the Clicks built in variables
Click Triggers on Left Nav – Choose Click Event, then Configure Trigger by selecting All elements, Fire on All Clicks - Create Trigger and Name it “Link Click Listener”
Click “New Tag” or “Add New Tag” of type “Google Analytics” and Universal Analytics configure with “wait for tags” box and set the max wait time and Select “Check Validation” then Click Continue
Set firing rules by selecting “Click” & Select “Link Click Listern” as a trigger and Click Create Tag
Track Form Submissions
Click Triggers in Left Nav – the select new and Choose Event Form – Configure Trigger to and uncheck check validation and fire on All Forms - Click create and name it All Forms
Click New Tag or Add New Tag – Name it - Choose Product by selecting “Event Listener” Choose Tag Type by selecting “Form Submit Listener”
Configure tag by checking wait for tags and setting max wait time – Select Check Validation requiring for the submit successfully – Click Continue
Set Firing rules by selecting Forms – Name Form Trigger then configure select to fire on all forms or select forms – Click Create Trigger and Create Tag
http://www.gravitatedesign.com/blog/google-tag-manager-tutorial-event-tracking/#eventTracking
