Introduction to Google Tag Manager

A simple introduction about the base principles of google's tag manager for the marketing department of jobmensa.de

Transcript

1. GOOGLE TAG MANAGER MAGIC Steven Stadler Twitter: @joermungandr Email: steven.stadler@gmail.com @jobmensa.de
2. AGENDA • WHAT IS TAG MANAGEMENT? • WHY TAG MANAGEMENT? • WHAT IS THE WORKFLOW? • HOW DOES THIS MAGIC WORK? • WHAT ARE THE RISKS? 2
3. #WTF IS TAG MANAGEMENT? [1] A fast way to add and manage tracking codes • no javascript snippets have to be add anymore Leave the developers free to work on other important tasks 3
4. WHY TAG MANAGEMENT • only page views • only websites • one tracking solutions • a handful tags • not likely to change • by & for webmasters Tracking in the 90s: limited and easy • page views + events • sites, apps + things • lots of solutions • tag pollution • evolution & maintenance • IT, CM, BI departments …. Tracking nowadays: powerful, yet complex 4
5. SOME BENEFITS • Smart Caching • Tag Blacklist • Debug Console • Version History 5
6. 6 [1]
7. WORKFLOW Partner delivers tag(s) Briefing Create Tag in GTM Create Variables Create Triggers Create Rules Test in debug mode PUBLISH 7
8. GTM JARGON • tag = bits of tracking logic to inject • rules = when is a tag allowed to proceed • macros = interaction infos that the tag needs • container = the bag of tags to inject on a website • dataLayer = a common queue between capture and tracking 8
9. CONTAINER Big bag with lots of tags inside • rule of thumb: 1 container per site • 1 GTM user account can manage many containers • publish changes once for all as versions • preview and debug your changes before publishing them 9
11. TAGS Bits of tracking logic to inject/instantiate on the page. • you can add: • ready-made tags (GA, AdWords, …) • custom tags 11
14. RULES When should GTM inject the tracking code? Examples: - "on all pages" - {{url}} matches RegEx .* - {{event}} equals gtm.linkClick BEWARE: a tag with no rule attached will not fire! 14
18. MACROS Accessors to element/event/page information. (now variables) Provided out-of-the-box by GTM: - {{url}} - {{url hostname}} - {{url path}} - {{referrer}} - … 18
21. GTM TRACKING PROCESS 1. Browser loads page with GTM <script> tag 21
22. GTM TRACKING PROCESS 2. GTM tag interpreted 1. creates hidden iframe for browsers that doesn’t allow scripts 2. loads gtm.js: 1. your specific container (tags, rules, macros ) 2. generic GTM logic 22
23. GTM TRACKING PROCESS 3. GTM fires up: 1. if dataLayer does not exist, it creates it 2. all tags/rules/macros are instantiated and now listening 3. gtm events thrown 23
24. GTM TRACKING PROCESS 4. When a DOM event happens … 1. rules define which tracker tags gets fired and throws events on dataLayer 24
25. GTM TRACKING PROCESS 5. when any event or data gets pushed on the dataLayer … 1. rules define which tracker performs 25
26. 26 [1]
27. RISKS Anyone with credentials and rights can inject harmful code • probability: very probable (marketing dept ≠ security dept) • impact: legal trouble, loss of trust, loss of users private infos, loss of business infos allow only one user to publish versions "The marketing dudes will break everything!” [1] • probability: it can happen • impact: injected code disturbs normal page behaviour get tech help when doing special stuff 27
28. REFERENCES [1] Leo Berdu - Google Tag Manager for eCommerce for further reading: Simo Ahava - Google Tag Manager For Nerds http://www.simoahava.com/ 28
29. QUESTIONS? 29