digital analytics with the google tag manager (gtm)
TRANSCRIPT
Digital Analytics with the
Google Tag Manager
Analytics Summit, Google Switzerland
Jonas Wendler, Project Manager Analytics
Monday, 25th of January 2016
Case
(•‿•)
Case
1. E-Commerce Client
2. Substantial Marketing Budget
3. Specific Controlling Requirements
4. Limited IT Resources
How?
¯\_(ツ)_/¯
Without Google Tag Manager
Code
Code
Code
Code
Code
Code
Marketing
IT / Web
Agency
N
M
With Google Tag Manager
Marketing
IT / Web
Agency1
N
Code
In Action. Different Marketing Tags with 1 Code.
Characteristics of the Google Tag Manager
– Reduced costs due to reduced complexity
– Faster implementation & more flexible
– Fewer sources of error & better testing
– Cross-domain tracking support
– Automatic tracking of downloads,
external links, buttons etc.
What? (Use Case)
Conversion Tracking > Automatic Tracking
Automatic Tracking
Event � Goal
Remarketing > Get the Attention of the Right Segment
Different Users /
Customers
with different intent
Buy
Inform
Contact
User
Interaction
User Segments
List A : Specific Interest
List C : Checkout Process
List D : Transaction
Cross-Device Tracking > UserId
HomeWork
Login > Get UserId
Login >
Remember
Enhanced E-Commerce > Understand the Shopper
User (Buy) Get Data Understand Customer
Cross-Domain Tracking > Way Easier.
With GTMWithout GTM
Hard-coded. Every time. Easier to change.
SEO > Yes, SEO (Markups / Schema)
Output (SERPs)
Code (Input)
Cool, but… why?
¯\_(ツ)_/¯
Why? How did it help the client?
1. Lengthy Release Cycles (1-2 Months) � immediate
– Faster Insights for Marketing & Management
– Agile Process
– Goal-oriented spending of Marketing Budget
2. Economies of Scale
But. (Not Another Funnel)
General Interest
Specific Interest
First Interaction
First Step in Conversion
ConversionConversion
Channels (Acquisition)
Website / Page Visit
Page Visit + Minutes Spent + Scroll Depth
� Remarketing List A
Interaction / Event (e.g. Accordion Click, Map Click) + Scroll
� Remarketing List B
Checkout Process / First Form Step
� Remarketing List C
Form Completion / Transaction
� Remarketing List D (Loyalty)
./.
./.
./.
./.
“If you don’t know where you’re going,
any road will take you there.”
- George Harrison / Lewis Carroll, Alice in Wonderland
Thanks.