5 things to optimise in GTM - Measurefest

Here's my deck from Measurefest.

There's a blog that goes with it here:

https://torchbox.com/blog/google-tag-manager-setup-spring-clean/

Transcript

1. 5 things to optimise in Google Tag Manager Gareth Beck Torchbox https://speakerdeck.com/gareth_beck @torchbox
2. I’m Gareth I’ve worked in SEO and Analytics for over 15 years and worked across B2B, B2C and most recently charity clients.
3. Torchbox is the leading digital marketing agency for nonprofits, charities, NGOs and public sector organisations. We’re employee-owned, we're financially independent, we're a force for good. Here’s a few of the incredible organisations that we get to work with:
4. What we’re covering Why it causes problems Practical things we can do What is Google Tag Manager (GTM)?
5. What is Google Tag Manager?
6. “Google Tag Manager (GTM) is a free tool that enables you to install, store, and manage marketing tags without modifying website code.” Most often used as the tool to add key events, goals, pixels and conversions for GA4 and Adwords What is Google Tag Manager?
7. Why can it cause problems? And who owns GTM?
8. Analytics Team Who owns GTM?
9. Analytics Team Who owns GTM? Marketing Team
10. Analytics Team Who owns GTM? Marketing Team Web Team
11. Analytics Team Who owns GTM? Marketing Team Web Team Google Tag Manager
12. Analytics Team Who owns the performance impact? Marketing Team Web Team Google Tag Manager
13. 100 Tags Is it important?
14. 91% full Is it important?
15. Page Speed over 4 seconds Is it important?
16. 100 Tags 91% full Page Speed 4 seconds Is it important? 20 Tags
17. 100 Tags 91% full Page Speed 4 seconds Is it important? 20 Tags 30% full
18. 100 Tags 91% full Page Speed 4 seconds Is it important? 20 Tags 30% full Page Speed 2 seconds
19. Optimising GTM 5 things we can optimise
20. Tags and triggers Custom HTML and .JS Social Pixels Enhanced Measurement Measurement Planning
21. Tags and Triggers Photo by Nick Fewings on Unsplash
22. UA has been deprecated * if your site was auto-migrated you may want to check that turning of the UA tags doesn’t break anything UA Tags and Triggers
23. Site Migrations and Site Updates UA Tags and Triggers
24. - Running old tags adds weight - Harder to manage UA Tags and Triggers Take Aways
25. Custom HTML and .JS Photo by Waldemar on Unsplash
26. Custom HTML and .JS Amazing for extending functionality
27. Custom HTML and .JS Potentially complex to manage
28. What can / should be moved server side? Custom HTML and .JS
29. Custom HTML and .JS Take Aways - Hard for new starters to get upto speed - Can lead to paralysis in managing the tracking (if we turn this off we won’t know what breaks) - The wrong HTML can crash websites!
30. Social Pixels Photo by Jack Hunter on Unsplash
31. Social Pixels HTML scripts vs templates
32. Look-ups vs multiple tags Social Pixels
33. How many pixels are live? Social Pixels
34. Should a social media company know? Sensitive Content Audit Social Pixels
35. - Multiple pixels means it’s hard to manage - It affects sitespeed - Sensitive content led to articles in the Guardian Take Aways Social Pixels
36. Enhanced Measurement Photo by Kelly Sikkema on Unsplash
37. Scroll Depth Enhanced Measurement
38. Scroll Depth Set at 90% on all content Enhanced Measurement
39. Form Completions Enhanced Measurement
40. Form Completions No authentication Enhanced Measurement
41. Site Search Enhanced Measurement
42. Site Search Needs to have specific parameters Enhanced Measurement
43. - Check what you have running - Implement forms and scroll tracking through GTM directly Take Aways Enhanced Measurement
44. The Measurement Plan Photo by Toa Heftiba on Unsplash
45. Data tells a story Measurement Plan
46. Data tells a story Analytics data is trend data Measurement Plan
47. Digital Strategy Measurement Plan
48. Data tells a story Are you tracking the right metrics? Measurement Plan
49. Digital Strategy Objectives KPI’s and Dashboards
50. Data tells a story CRO planning Measurement Plan
51. - Articulate the digital strategy - Are you going in the right direction? Take Aways Measurement Plan
52. Do These Things Photo by Thomas Bormans on Unsplash
53. Do these things - Audit tags and triggers and simplify
54. Do these things - Audit tags and triggers and simplify - Plan for Site Migrations / Site Upgrades
55. Do these things - Audit tags and triggers and simplify - Plan for Site Migrations / Site Upgrades - Use a measurement plan
56. Thank you https://speakerdeck.com/gareth_beck @torchbox