google tag manager - basic introduction
TRANSCRIPT
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!