B O O N D O G G L E U N I V E R S I T Y

Google Tag Manager

What is a tag?

A tag is a piece of JavaScript code that marketeers integrate into their web and mobile sites. In many cases, these tags collect visitor behavior information.

Tags also can serve functionality, such advertising, live chat, and product recommendations.

What is Google Tag Manager?

…

Tag manager is the Google drive for your tags and pixels:

Once central place where all your data is stored and where you can work together at the same time

GTM for accounts, producers in campaign fase · Easy and fast way to add tags requested by media agencies for

> ad performance measurement > retargeting

· No more need to have a html/tech developer change the site, deploy it and test it. · Just plan or ask a webmaster or go the DIY way. · Easy to verify if tags are present via chrome Google Tag Assistant plugin GTM for webmasters · Easy and fast way to add tags requested by media agencies. · Easy to verify if tags are present via chrome Google Tag Assistant plugin · Just publish, no more deploys needed · Re-useable triggers GTM for analytics’ enthousiasts · Easy and fast way to add levels of reporting to Google Analytics · Wanna test? Do a test!

Why is it interesting?

Example briefing media agency

Always last check by media agency (or let them implement themselves :))

Errors we encountered

Errors we encountered

Good to update your tags and check for unnecessary tags twice a year.

For the real geeks: Google Tag Assistant recordings

Why using tags and tag manager?

Scroll tagging

Click tagging

form fills, submissions and A/B testing

Retargeting

Questions I received

When should we think about GTM during a project?

Think about GTM

Learn Ideate Make Optimize

Define business goals / campaign goals / KPI’s/…

Create metrics and analysis plan

Implement GTM with Analytics, custom events, …

Add remarketing tags, Facebook Pixels,… to GTM

What to do with access for our clients?

For more questions: GTM team

Davy Claes/Carl De Mey

Strategic / Tactical / Metrics plan

Maarten Van Herck Geert Plessers

Operational / Planning / Basic implementations

Technical / advanced implementations