Google Tag Manager - Tina Arnoldi

1 Google Tag Manager Revolve Conference, Oct 29 2015 Tina
Arnoldi Marketing Consultant and Trainer 360InternetStrategy.com Twitter: tinaarnoldi YouTube: tinaarnoldi SlideShare: tinaarnoldi

2 What we’re doing today • Overview of GTM. •
Who cares? • Using it with Google Analytics & Events.

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.

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 Now on V. 2 as of this year •
Terminology changes • Event listeners already on • Need to activate built-in variables

7 Why bother? • Debugging • Speed • Flexible •
Built-in tags

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

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

10 Container versions • Published vs Draft • Can roll-back
• Doesn’t break tracking when updating • Preview & debug before publishing

11 A few more terms…

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

13 Variables • Used to capture dynamic or constant values
–Dynamic – Transaction value –Constant – UA tag

14 What is the Data Layer? “Contains all of the
information that you want to pass to Google Tag Manager”

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?

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.

17 It tells your site… • What to record… •
On which pages… • And under which conditions

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

19 Event Tracking Manually • _gaq.push([‘_trackEvent’, ‘button’, ‘clicked’]); • _gaq.push([‘_trackEvent’,
‘form’, • Request’’, 5]); • _gaq.push([‘_trackEvent’, ‘form’, ’submitted’, ’contact us’,, ’true’]);

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?

21 Think through existing/new Events • What happened? • What
triggered it? • Where did it happen? • Category? • Action? • Label?

22 Setup & Installation

25 Debug & Versioning

26 Let’s track some stuff….

27 Start with an AllClicksTrigger

29 Let’s look at this for the Revolve Conference site

30 Check if the install worked

33 The Data Layer info is related to the click
I just did on the previous screen

34 Enable built-in variables to tell GTM you want to
use info from the Data Layer

35 What’s unique here?

37 Create a Trigger to tell a Tag when to
fire

38 Next, connect this Trigger to a Tag to make
sure it works

40 Auto pull in Element & Text

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

42 When will this tag fire? (On the ButtonClick Trigger)

43 Um, what was the Trigger again?

44 So how does this look in Google Analytics?

46 Event Category

47 Event Action

48 Event Label

49 ClarifyAndSimplify.com

51 Build a Trigger, then the Tag..

52 Category: ButtonClick Action: ClickText(What did the button say?) Label:
ClickURL (Where did that click take the visitor?)

55 What if an existing implementation is a mess?

56 You want to avoid this - multiple tags recording
a single action

57 #1 and #5 are the same action

58 If you are doing clean-up • What I clicked
• Where I was • What fired

59 “I didn’t understand anything she said”

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.

61 Q & A Tina Arnoldi Twitter: tinaarnoldi YouTube: tinaarnoldi
SlideShare: tinaarnoldi

Google Tag Manager - Tina Arnoldi

Google Tag Manager - Tina Arnoldi

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