phil pearce - workshop: google tag manager for advanced users

Google Tag Manager

#GTMadvanced #MktFest

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750 GA questions answered

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WelcomePhil PearcePPC and Analytics ExpertFreelancer@philpearcephil@precisionppc.mewww.linkedin.com/in/philpearce

Please download:bit.ly/gtmdevguide

And join GTM community on Google+bit.ly/gtmcommunity

Fun fact... I`m almost Unique

Twin brother

Agenda1. Intro2. Definition3. Caching4. Logins & Access

levels5. Account structure6. Tags7. Macros8. Rules9. Examples10. Debugging

– Preview & Debug– Tag assistant

11. DataLayer– Onload

(ecommerce)– Onclick (event)

12. Power Examples13. GTM certification14. Questions

• Start: 12:00am

• Basic Examples: 12:20am

• Advanced Examples: 12:40am

• Interactive demo: 1pm

• Questions:1:30pm

• Finish: 2pm

Q: How many GTM installations have YOU done?

Newbie - 1-2 installationExperienced - 3-4 installationAdvanced - 4+ installation

Q: What is the load order of these?

B)1. gtm.js2. gtm.dom3. gtm.load

A)1. gtm.js2. gtm.load3. gtm.dom

Tip: See Firebug > DOM for dataLayer

Answer “B”

B)1. gtm.js2. gtm.dom3. gtm.load

AdWords

I am on my 8th installation...

Session Goals1. Enable GTM on a website2. Know how to debug GTM3. Know what the difference between a macro and rule is.4. Know what the dataLayer is.5. Know common mistakes & answers.6. Learn from my mistakes from MY mistakes from 8

installations.

But first…

Why use a TagManagmentSystem?

Because of Cats

Four ways to skin a cat

Beta Universalga(send{pageview})

Faster Asyncgaq.push(["pagetracker")

GTMdataLayer.push({"page_virtual":""});

LegacypageTracker()

Intro to GTM video

http://www.youtube.com/watch?v=usxqx-uQI4w&list=PLMau-ivfXpoON3Rf90dkt5uKH2KhlpI0y

Planning GTM

bit.ly/gtmdevguide

Basic Functions

Containers and Tags

First Steps

1.Creation of Google account

2.Open a GTM account

3.Set up a GTM container

4.Add GTM script to your website source code

E.g. URL

Ways to fire tags on GTM

Macros• Runtime Values

Rules• Condition that

evaluates to either true or false at runtime

Tags• HTML code that

executes on a page

Rules define which pages will receive tags.E.g. Pages with Thanks in URL

Scripts to be pushed on website according to rules and macros

Example of a tag

Scripts to be pushed on website according to rules and macros

Tags• HTML code that

executes on a pageSends data about URL

to Google Analytics for all pages loaded

Advance Functions

DataLayers and evaluate tags

Variables Values

page_virtual /en/home

page_group homepage

Variables you want to collect and their different values

DataLayers

Note: Use lowercase please

One macro for one variable of your Data Layer.E.g. Macro Brand for variable Brand

Tags with Data Layer

Macros• Runtime Values

Rules• Condition that

evaluates to either true or false at runtime

Tags• HTML code that

executes on a page

Rules define which pages will receive tags.E.g. Pages with Thanks in URL

Scripts to be pushed on website according to rules and macros

Preview Mode

•Visit website and see how tags are firing•Checked if they are firing correctly•Preview is only for your google log in

Publishing

•Only admin users can publish

Account permissions example

dataLayer is called a “macro” in GTM

•Macro are based on dataLayer variables.

•E.g. language variable

Rules

•Rules depend on your tag.•Rules can be

• All pages• Thank you pages• Pages with cars• Pages with accessories…

• Here an example of a rule for conversion data.

•Easy to do...

How to push a customHTML tag

1. Login using your Google Account

2. Search for “google tag manager”3. Add Google Analytics Tag with UA-000-14. Create & publish version5. Click Preview & debug

Demo

https://www.google.com/tagmanager

Other Demo ExamplesDebugging

GTM Preview & DebugGTM Debug console modeChrome Tag assistant

DataLayerOnload (ecommerce)Onclick (event)

GTM certification

Thankyou

http://search4phil.com/gtm-demo/guest1/index.htmlhttp://search4phil.com/gtm-demo/guest2/index.htmlhttp://search4phil.com/gtm-demo/guest3/index.html

Appendix

Cheat sheet