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Google Tag Manager - Tina Arnoldi

Google Tag Manager - Tina Arnoldi

A presentation by Tina Arnoldi at Revolve Conference on October 29, 2015 at Wild Dunes Resort, Isle of Palms, SC

Revolve Conference

October 29, 2015
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Transcript

  1. 1 Google Tag Manager Revolve Conference, Oct 29 2015 Tina

    Arnoldi Marketing Consultant and Trainer 360InternetStrategy.com Twitter: tinaarnoldi YouTube: tinaarnoldi SlideShare: tinaarnoldi
  2. 2 What we’re doing today • Overview of GTM. •

    Who cares? • Using it with Google Analytics & Events.
  3. 3 What is a Tag? • A chunk of code

    that records something on your site and sends the data to a third party. • The action you want to measure. • Requires a trigger in order to fire.
  4. 4

  5. 5 What is Google Tag Manager (GTM)? • Free tool

    • Introduced in October 2012 • Requires a single snippet of code for recording actions • Web interface • No need for IT to add or rewrite site code
  6. 6 Now on V. 2 as of this year •

    Terminology changes • Event listeners already on • Need to activate built-in variables
  7. 8 How do I use it? • The site owner

    should set up an account – Then invite other users, such as an agency • Create a container for your website • Add the GTM tracking code to your site • Add tags to GTM & publish from within GTM
  8. 9 Um, what’s a container? • A piece of code

    • Unique ID (like with GA) • One per web domain • Placed after the opening <body> tag
  9. 10 Container versions • Published vs Draft • Can roll-back

    • Doesn’t break tracking when updating • Preview & debug before publishing
  10. 12 Triggers • Determine when a tag should fire, or..

    – When an action should occur • On all pages • When ___ (button) is clicked • When ___ (URL) ends with
  11. 13 Variables • Used to capture dynamic or constant values

    –Dynamic – Transaction value –Constant – UA tag
  12. 14 What is the Data Layer? “Contains all of the

    information that you want to pass to Google Tag Manager”
  13. 15 So should I use it? • Maybe not…. •

    Do you need to add/change tags often? • Do you have a lot of third-party applications? • Are you tracking a lot of Events in GA?
  14. 16 Does this replace Google Analytics? • No, it’s a

    way to deploy GA on your site. • You still need GA but it’s now a tag in GTM instead of code added directly to your site. • GTM does not report on GA data.
  15. 17 It tells your site… • What to record… •

    On which pages… • And under which conditions
  16. 18 What’s an “Event”? • Not automatically tracked in GA

    • Ex: Third-party links, click on mailto: or tel:, video interaction • Reference Web Afternoon SlideShare
  17. 19 Event Tracking Manually • _gaq.push([‘_trackEvent’, ‘button’, ‘clicked’]); • _gaq.push([‘_trackEvent’,

    ‘form’, • Request’’, 5]); • _gaq.push([‘_trackEvent’, ‘form’, ’submitted’, ’contact us’,, ’true’]);
  18. 20 If you do use it… Have a plan •

    What tags are there now? • What do they do? • On which pages? • Is there a reason to add new tags?
  19. 21 Think through existing/new Events • What happened? • What

    triggered it? • Where did it happen? • Category? • Action? • Label?
  20. 23

  21. 24

  22. 28

  23. 31

  24. 32

  25. 33 The Data Layer info is related to the click

    I just did on the previous screen
  26. 36

  27. 39

  28. 41 Category: ButtonClick isn’t a great name unless any button

    click is what’s important. Action: Pulls in click element which is revolveconference.com/register Label: Pulls in click text which is TICKETS- $499
  29. 45

  30. 50

  31. 52 Category: ButtonClick Action: ClickText(What did the button say?) Label:

    ClickURL (Where did that click take the visitor?)
  32. 53

  33. 54

  34. 58 If you are doing clean-up • What I clicked

    • Where I was • What fired
  35. 60 My whole talk in 5 minutes • GTM replaces

    tracking code on your site. • All tags (like analytics) are entered in the GTM web interface instead of hard-coded on the site. • IT/Web – One time coding/install, no updates. • Marketers – Add tracking without code knowledge. • Have a plan first.