analytics toolbox - google tag manager

March 5, 2015

ANALYTICS TOOLBOX – Google Tag Manager

Steve Hammer

President, RankHammer

@armondhammer

searchmarketingexpo.com

@Armondhammer #SMX #32D

Designers Create innovative experiences - beyond the page



Collection is Key to analysis



Input:



Analysis



RANKHAMMER

Dallas Based Internet Marketing

and Analytics

HOCKEY

Go Stars

FOOD AND WINE

Far too serious

about food

FAMILY

The most important thing

About Me



Missing Data

In page selections

Conditional Elements

Infinite Scroll

Ajax

Input Errors



Starting with the essential



Variables (Macros)

• Data To use

Triggers

(Rules)

• When to fire

Tag • What

is fired



Variables (Macros)

• Default

Triggers

(Rules)

• All Pages

Tag • Analytics Base Tag



More Interesting Uses



Three Enhanced Collection Examples

Conditional Firing

Ajax / Infinite Scroll

User Value



Conversion pages Timing based

Errors Clicks on Elements

Clicks on non-links

First Party Cookie Marketing Source



Standard Conversion Page Only



Bottom form only, validated, no thank you page



The Original Source?



Check for first party cookie

If No

Create and input marketing source

Fire affiliate conversion only

for first click, not last

Credit Affiliates that introduce



jQuery(document).ready(function() { var desktopNav = jQuery('div.formlocation');

var dept = ''; desktopNav.find("select[name*='department']").each(function() { if (this.value) { dept = this.value; return false; }

}); var dealer = ''; desktopNav.find("select[name*='dealership']").each(function() { if (this.value) {

dealer = this.value; return false; } }); //If both fields are populated, then fire the event

if (dept != '') { console.log('Lead Form Event Tracked'); dataLayer.push({'event': 'form-lead', 'eventAction': dept, 'eventLabel': dealer}); } });

Using Custom formulas

To read form elements,

Set user value



Dealing with Infinite Scroll



Theoretical No Code Method

If pushstate updates url

Build regex for pagination changes

Create History Change Trigger

Watch out for back buttons



Piggyback off of “loading” html method

Loading

Most packages call a loading image while loading page 2

Callbacks also possible

Use data layer

<script>

dataLayer.push({'event': ‘scroll-load'});

</script>

Trigger on the event