Google Analytics is an everyday part of most people's lives now in the web world. And it's just one of many third-party tools you might be using to manage your website. However, with large sites and disparate groups, it's common place to do little more beyond implementing basic tracking. It turns out, Tag Manager can vastly simplify how you enable people to track their websites without needing to intervene with extra coding, as well as enabling additional tools, features, and embeds for a site. Everything from analytics to live chat, from form tracking to social media conversions can all be tied together with this simple tool - all without adding any extra code to your side (besides the Tag Manager code, obviously). Let's make your life a little bit easier, and a lot cooler, by digging into Google complementary tool, Tag Manager, and look at ways you can streamline your site tracking process (and much, much more). We'll look at some real-world use cases, and maybe take some audience questions to do live demos, because that's just how we do, right?

1. FIENEN’S TOTALLY TOPICAL,
TERRIFIC TUTORIAL TO TAG MANAGER
#heweb16 #aim3

2. Prelude
Why on earth should we trust anything you’re about
to tell us?
0#heweb16 #aim3

3. ¡DONDE ESTA EL BAÑO!
I am Fienen
I have a beard.
I’m going to take you to church on Google Tag Manager.
You can find me at @fienen
(or all the places via http://about.me/michaelfienen)

4. “A presentation!
Listen, the sound of Fienen
They pay attention

5. Seriously Though
Why are we here? Like, here, in this room, right now. 1#heweb16 #aim3

6. DAREDEVILS
#heweb16 #aim3

9. SMARTER
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10. NOT HARDER
#heweb16 #aim3

11. 22.6%That’s how many of you told me you’re using Tag Manager. Why do
the rest of you insist on making your lives harder?
#heweb16 #aim3

12. <19%That’s how many you you who HAVE used it consider yourself at
least average with it. Let’s fix that, shall we?
#heweb16 #aim3

13. What is Tag Manager?
It’s Google’s next step in its plan for global
domination, duh.
2#heweb16 #aim3

14. “Describe what it is in one, easy
sentence. (helpful when explaining to
HIPPOs)
(And SO many variations on this question.)

15. OKAY
#heweb16 #aim3

16. It’s a free tool that makes it easy for
marketers to add and update website
tags - including conversion tracking,
site analytics, remarketing, and more -
with just a few clicks, and without
needing to edit your website code.

17. CLINICAL
#heweb16 #aim3

18. TAG MANAGERA tool that lets you do stuff on your site without
having to write a ton of stupid code every time,
because that’s stupid.

19. IT’S A TOOL THAT’S
MORE THAN ANALYTICS.

20. ONE MORE PIECE TO THE SUITE OF GOOGLE’S DATA TOOLS

21. SO, JUST WHO IS TAG MANAGER FOR?
Marketers Developers
(mostly)

22. DEVELOPERS
#heweb16 #aim3

23. Less Code
Many includes, interactions, and
behaviors can be created in a
simpler interface rather than
having to edit and deploy code
for every little request.
IT MAKES DEVELOPERS’ LIVES EASIER IN TWO WAYS
Delegate
If you’re ready for it, you can
enable marketers to take over a
lot of analytics and remarketing
initiatives without eating up
developer time.

24. 100%The number of you that said you’re using 3rd party JavaScript on
your websites.
#heweb16 #aim3

26. The Quick Start Rules
Here’s how to get rolling really fast so you can get
yourself into some easy trouble.
3#heweb16 #aim3

27. THREE STEPS THAT EXPLAIN NOTHING
install snippet set up tags you’re a wizard, harry

29. A PLUS B EQUALS C
Variables
Some are built in, like a
page’s path. Some you can
define. Some… well, you
can get pretty crazy.
Triggers
When things should
happen. Usually based on
a variable, or can be
simpler, like just a single
page URL.
Tags
This is the thing that
happens based on a
trigger. Usually firing some
kind of JavaScript.

30. Built-In Variables

31. A Variable That’s Not Really Variable But Is A Variable

32. “five hundred websites
analytics on them all
holy f*#&ing s%&#

33. A More Complex Version of the Same Variable

34. The Wonderful Thing About Triggers, Is Triggers Are Wonderful Things

35. “Can you explain the differences of
Fire On and what works best in most
cases?

36. A Trigger By Any Other Type Would Fire As Well

37. Tag, You’re It

38. Closing the Circle

39. SIMPLE!
#heweb16 #aim3

40. In Practice
Damn it feels good to be a gangsta. 4#heweb16 #aim3

41. “
What can I track with it, and why
should I do so?

42. YES
#heweb16 #aim3

44. EVENT TRACKING
#heweb16 #aim3

45. ANYONE REMEMBER .eduGuru?
THIS TOPIC WAS SUPER POPULAR.

46. INTERACTIONS
#heweb16 #aim3

47. NON-LIVE DEMO!Yeah, okay, I know I said Tag Manager isn’t just
an analytics tool. But let’s face it, this is an easy
place to start.

51. Getting Advanced
AKA things I’m gonna tell you about but not actually
show you how to do, because the clock’s ticking
here.
5#heweb16 #aim3

52. “How might Tag Manager be more
useful than just reading analytics,
both on a broad, site-wide scale, or
focused on specific sub-sites?

53. TESTING
#heweb16 #aim3

55. VERSIONING
#heweb16 #aim3

57. SOME POWERFUL WAYS TO USE TAG MANAGER
Data Layer
This is how GTM talks to your page.
You can talk to it too. Use it to be a
Tag Manager Whisperer.
Form Abandonment
Something hard becomes easier
with a bit of JavaScript in Tag
Manager. Know where people
leave forms.
Environments
Test different container versions in
different places before you go live
with them like a friggin’ boss.
3rd Party Tags
GTM natively supports a bunch of
pre-configured tags from other
companies like LinkedIn, CrazyEgg,
Salesforce, and more.
Scroll Depth
A couple tags and some JavaScript
and suddenly you can see how far
down any page people scroll,
automagically, site-wide.
Variables
There’s so much more to variables
than just constants and lookup
tables. SO MUCH.

58. Go Learn More
What, you expected to become an expert in this in
just 45 minutes?
6#heweb16 #aim3

59. “What should I read first to become
knowledgeable about Tag Manager
before your presentation?

60. TOO LATE
#heweb16 #aim3

61. ANALYTICS ACADEMY
https://analyticsacademy.withgoogle.com/course/5
(Google is good, Google is wise)

62. LunaMetrics
http://www.lunametrics.com/blog/category/google-tag-manager/

63. SIMO AHAVA
http://www.simoahava.com/tag/google-tag-manager/
@SimoAhava

64. A PROMISE
#heweb16 #aim3

65. ¡LO SIENTO!
Any questions?
You can find me at
@fienen / fienen@gmail.com
http://bit.ly/heweb16-aim3 - http://about.me/michaelfienen
#heweb16 #aim3

66. CREDITS
Special thanks to all the people who made and
released these awesome resources for free:
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