google tag manager - basic introduction

Google Tag ManagerBasic Introduction

Carl Franzon carl.franzon@atea.com

Google Tag Manager

Agenda

• Why GTM?

• Tracking Script

• Migrating from Standard tracking

• GTM Advantages

• Account structure

Why GTM?

I need this script added on our site!

1 month later…

Why GTM?

The script doesn’t work / I need another

script!

Oops! Create a new task and add it to the

list!

Why GTM?

• Time-consuming

• Development-demanding

• Resource-heavy

• Difficult to manage all scripts

Why GTM?

I need this script added on our site!

1 month later…

Why GTM?

Why GTM?

• Good overview of all scripts on site (tags)

• No developer required (although some technical knowledge is helpful…)

• Deploy-on-demand (mind the risks)

Google Tag ManagerWhat is it?

UI - Accounts View

• Accounts

• Containers

• Connected to logged-in user

• Containers/account is limited

UI - Container View• Most used view

• Current status

• Tags

• Triggers

• Variables

• Folders

• Versions

UI - Container View• Most used view

• Current status

• Tags

• Triggers

• Variables

• Folders

• Versions

Tags• Snippet of code that is

executed on your website

• Often sends data to 3rd-party

Examples:

• Google Analytics Pageviews

• Events / Transactions / Search

• Behavior-tracking services

UI - Container View• Most used view

• Current status

• Tags

• Triggers

• Variables

• Folders

• Versions

Triggers

• Rules that decide if a tag is executed or not (fire / non-fire)

• Made up of conditions

• Default triggers

• Custom triggers

Triggers

• Rules that decide if a tag is executed or not (fire / non-fire)

• Made up of conditions

• Default triggers

• Custom triggers

Fire on:

• All Pages

• Some Pages

• Click

• Form

• Other

Triggers

• Rules that decide if a tag is executed or not (fire / non-fire)

• Made up of conditions

• Default triggers

• Custom triggers

UI - Container View• Most used view

• Current status

• Tags

• Triggers

• Variables

• Folders

• Versions

Variables

• Name-value pair

• Used in triggers and tags

• Default variabels

• Custom variables

Name Value

Page URL ”http://www…”

Page Title ”Atea eSHOP”

Event Click

Click Element IMG Object

Form ID ”registration-form”

Variables

• Name-value pair

• Used in triggers and tags

• Default variabels

• Custom variables

Variables

• Name-value pair

• Used in triggers and tags

• Default variabels

• Custom variables

Really powerful tool

Extract data from website

Fetch value from a cookie / dataLayer

Where the ”magic” happens

UI - Container View• Most used view

• Current status

• Tags

• Triggers

• Variables

• Folders

• Versions

GTM - Example

”I want to send an event to Google Analytics when a visitor clicks on a banner on the front page.”

GTM - Example

”I want to send an event containing the image name to Google Analytics when a visitor clicks on a banner on the front page.”

GTM - ExampleTag Trigger Variables

Google Analytics Event Tag

Banner Clicks on Front Page ”Click URL Query”

”Click Element”

”Page path”

UI - Versions View• Most used view

• Current status

• Tags

• Triggers

• Variables

• Folders

• Versions

Best practice

• 1 Version for each ”function”

• Use the Preview mode

• If you are unsure, ask someone to review

• Set right access to right people (powerful tool)

Thank you!