marketing analytics: tag manager tutorial
TRANSCRIPT
Tag Manager Tutorial
ALL ABOUT TAG MANAGER
Why Use a Tag Manager?
Why Use a Tag Manager?
“You can be brilliant and still go out of business if you’re too inefficient”
-Sam Walton
An Avoidable Scenario
An Avoidable Scenario
TWO WEEKS LATER…
An Avoidable Scenario
“If time be of all things most precious, wasting time must be the greatest prodigality.”
-Benjamin Franklin
x10
“Get your shit together.” -Nicolaus Copernicus
A Real World Example
A Real World Example
Simple Tagging Exercises
VARIABLES, TRIGGERS & TAGS
Variables Triggers Tags
Check! Check! … 1 … 2 … Check!
“THANK YOU”
Conversion/Goal Types
DESTINATIONS
“CLICK HERE” EVENTS
GOAL ID GOAL TYPE DESTINATION / EVENT LABEL
Email Subscription Destination example.org/subscribe-thank-you
Contact Form Destination example.org/contact-thank-you
Clicks to Social Media Event Social / Click / Pinterest
Download Product Info Event Content / Download / Product Info PDF
Event Registration Destination example.org/RSVP-confirm
Play Product Video Event Video / Play / Product Video
Metrics Matrix
Metrics Matrix
Tag Manager Setup Checklist1. Create a Container
2. Enable Variables
3. Create Constant Variables
4. Create All Elements (Click) Trigger
5. Document All Tags, Triggers & Unique Selectors
6. Configure, Test & Publish
YouTube Activity
https://goo.gl/16sgQB
• “Listens” for YouTube embed
• Fires an event on initial “play”
• Fires additional events at video increments
• 25%, 50%, 75%, 100%
• Tracks the YouTube video ID and title in the event Label
Error Page Tracking• “Listens” for error clues in
page title or page headline
• Fires an event on pageviews
• Event labeling will help you define the URL and source of the error(s)
4 4
Scroll Tracking• Uses custom script to
measure how far down the page a visitor scrolls
• Fires events at incremental scroll distances
• 25%, 50%, 75%, 100%
• Trigger this tag only on lengthy pages that will require scrolling
https://goo.gl/RqIhUy
Adjusted Bounce Rate• Provides better context for
the bounce rate metric
• Uses a “Timer” trigger (that you define)
• Fires an event after a set amount of time on a page
Ecommerce Tracking• Two types:
• Standard Ecommerce • Enhanced Ecommerce
• Standard uses a Transaction track type and transfers information to Google Analytics
• Enhanced involves custom script that pushes dynamic ecommerce info into the dataLayerhttps://goo.gl/weL3fo
Ecommerce Tracking• Two types:
• Standard Ecommerce • Enhanced Ecommerce
• Standard uses a Transaction track type and transfers information to Google Analytics
• Enhanced involves custom script that pushes dynamic ecommerce info into the dataLayerhttps://goo.gl/weL3fo
Tag Manager Resources• Google Tag Manager Fundamentals
• https://analyticsacademy.withgoogle.com/course/5
• SimoAhava.com
• AnalyticsPros.com/blog
• AnalyticsMania.com
• MeasureSchool.com
• Google+ Community
• https://plus.google.com/communities/104865292981489764063
Chris Sietsema• [email protected]
• @sietsema
• linkedin.com/in/sietsema
• 480.570.1636
PRESENTATION MATERIALS:
teachtofishdigital.com/tags