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Saca el máximo partido de Tag Manager (Marujeo Meeting Malaga, Lucia Marin)

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Algunos trucos y usos creativos de Google Tag Manager. ¿Cómo exprimir la herramienta? Presentación de la charla de Lucía Marín en el tercer Marujeo Meeting, celebrado en Málaga el 7 de Noviembre de 2015.
http://experimentando.es

Publicado en: Marketing
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Saca el máximo partido de Tag Manager (Marujeo Meeting Malaga, Lucia Marin)

  1. 1. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com MARUJEO MEETING Málaga 2015 Saca el máximo partido de
  2. 2. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Sobre mí Lucía Marín lucia@experimentando.es Analítica Web, Tag Manager y Formación en Aukera | cursotagmanager.com
  3. 3. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Vale, ya sé lo básico…  Qué es Tag Manager  Crear etiquetas estándar de Analytics o AdWords ¿Qué es Google Tag Manager? (tutorial + curso)
  4. 4. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Etiquetas: hay vida más allá de los píxeles
  5. 5. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Etiquetas HTML == puerta abierta al código Podemos hacer muchas más cosas que incluir seguimientos  - Cambiar el aspecto de una página (CSS <style></style>), sin acceso al código! - Lanzar pop ups (p.ej.suscripción), tras N segundos, o en eventos…, sin plugins!! - Saludo “especial” a new users (detectando por ej. que no tengan cookie ga_) Google Tag Manager
  6. 6. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Variables: ¿……..el qué………?
  7. 7. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Variables: ¿cueces o enriqueces? {{Predefinidas y derivadas}} Page URL / Path / Query / Hostname / Fragment... [] Referrer, Referrer Hostname... [] Click Element / ID / Classes / Text / URL / Path / Hostname… [] … {{Javascript Personalizado}} Kit JavaScript Auto-Subsistencia: - Buscar y reemplazar - Extraer vía regEx - Lookup Table con contiene - Guardar un valor en una cookie - Extraer partes de texto de un bloque… http://www.simoahava.com/gtm-tips/check-for-new-user/Mejora tus implementaciones con {{Variables Predefinidas y JS}} GTM y JavaScript: Kit de autosubsistencia para analistas no desarrolladores
  8. 8. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com 8 {{Page URL}} URL actual (página activa en el navegador) {{Referrer}} URL de referencia (página anterior) {{Click URL}} URL siguiente (destino del click, href) {{Variables}} DE TIPO URL, más que útiles {{Referrer}} {{Page URL}} {{Click URL}}
  9. 9. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Variables URL {{Predefinidas}} y {{Derivadas}} Extrayendo los componentes de las URLs que nos interesen, obtendremos variables muy útiles. Cómo crearlas: 9 1. Crear Variable URL 2. Elegir el componente 3. ¿De qué URL? Página actual URL siguiente URL de referencia Por defecto será de la página actual o {{Page Path}}, pero podemos seleccionar cualquier otra
  10. 10. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com 10 Variables URL {{Predefinidas}} y {{Derivadas}} {{Protocol}} http://www.mipagina.com/tienda/articulo-molon.html?e=MMM3&d=07-11-15#marujeosem {{URL}}: desde {{Protocol}} hasta {{Path}} y {{Query}} {{Path}} ruta de documento{{Hostname}} {{Query}} parámetros sin ?, query total o clave de consulta (e,d) {{Fragment}} sin #
  11. 11. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Tag Manager acerca el marketing al desarrollo Y viceversa… aprende y colabora!
  12. 12. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Personaliza según procedencia: {{Referrer}} {{Referrer Hostname}} == dominio de referencia del tráfico (solo host) REFERRER HOSTNAME: PERSONALIZACIÓN SEGÚN DOMINIO DE PROCEDENCIA ¿Quieres mostrar una promo o concurso exclusivo para tus usuarios de Redes Sociales? A visitas de Twitter, Facebook y Youtube les mostramos algún tag HTML en la página de aterrizaje (un guiño o ayuda referente a la promo). Podemos dar continuidad a una oferta o concurso dentro del website sin apenas involucrar al equipo técnico. Campañas casi al 100% de Marketing 
  13. 13. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Personaliza según procedencia: {{Query gclid}} {{URL Query}} == extrae un parámetro de URL o utilízalo para activar URL QUERY: PERSONALIZA SEGÚN PROCEDENCIA (TAMBIÉN POR PARÁMETROS) ¿Quieres personalizar el email para tus usuarios de Adwords? Dedicado a Alberto Esteves!  Si vienen con el parámetro gclid se les mostrará un email diferente, éste sería el trigger: Pero vayamos más allá y guardemos el gclid “persistente” como cookie… gclid
  14. 14. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Cómo guardar un valor (gclid) en una cookie Creamos la consulta y la cookie. Y después la variable custom JS: “gclid cookie persistent”. ¿Qué hace este JS? Si hay parámetro gclid lo guarda en la cookie para futuras sesiones, y además evalúa tanto la cookie como la query y, solo si ambos están vacíos, devuelve vacío. function() { if ({{gclid query}}) { var d = new Date(); d.setTime(d.getTime()+1000*60*60*24*365*2); var expires = 'expires='+d.toGMTString(); document.cookie = 'gclid=' + {{gclid query}} + '; '+expires+'; path=/'; return {{gclid query}}; } else if ({{gclid in cookie}}) { return {{gclid in cookie}}; } return; } simoahava.com/gtm-tips/once-userid-always-userid Variable de JavaScript personalizada: gclid cookie persistent
  15. 15. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Cómo sustituir email en la página (opción 1) Supongamos que tenemos dos emails ya en el código (uno visible y otro oculto) y según el caso querremos cambiar esto por propiedad display CSS desde GTM. <p class='email1' style='display:none'>aukera@aukera.es</p> <p class='email2'>lucia@aukera.es</p> El activador solo comprobará si el gclid persistente tiene valor.
  16. 16. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Creamos tag HTML que muestra uno u otro email según procedencia (el email está incluido desde GTM). Usamos una Lookup Table para mostrar un email u otro según el valor de gclid persistente. Lo bueno: solo muestras el email que quieres y no hay otro oculto en el código. Ejs. http://cursotagmanager.com http://cursotagmanager.com/?gclid =1234 Lo malo: Limitación tags HTML aparecen justo antes del cierre del </body>. Habría que hacer por CSS el resto (CSS position), o dejarlo en el footer. En todas las páginas este HTML Cómo sustituir email en la página (opción 2)
  17. 17. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Personaliza según campaña y etiquetado {{Query}} {{URL Query UTM}} – Personaliza según tu campaña taggeada: URL QUERY para UTMs: PERSONALIZACIÓN SEGÚN ETIQUETADO DE ANALYTICS ¿Quieres que usuarios con un cierto etiquetado de campaña vean algo diferente? Extraemos UTM de Analytics (u otros taggeados) y creamos triggers con ellos. utm_campaing Con un parámetro concreto o con todos, según queramos ;)
  18. 18. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Todo Lo Que Siempre Quisiste Saber Sobre GTM & Analytics y nunca te atreviste a preguntar Ej. Personalización según UTM Query
  19. 19. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Ej. Implementación analítica avanzada que se vuelve algo muy sencillo con variables y GTM… {{Query search}} – Extrae datos búsqueda y filtros (si va todo por parámetros) URL QUERY: EXTRAE INFORMACIÓN DEL USO DE FILTROS Y BUSCADORES AVANZADOS ¿Quieres saber qué seleccionan más tus usuarios en la búsqueda avanzada o filtros? Crea fácilmente variables Query/Consulta para URLs con parámetros visibles (como la de arriba). Una variable para cada tipo de consulta y mandarlas como dimensiones personalizadas. O pásalas en la misma etiqueta de evento como parámetros. http://dominio.com/?search=tagliatella&location=malaga&type=italian
  20. 20. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Y recuerda… hay que probar todo siempre!! Revisa tus etiquetas, activadores y variables
  21. 21. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Ten paciencia y prepárate…
  22. 22. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Vista previa y depurar Como si publicáramos pero solo lo vemos en nuestro navegador. Entorno de pruebas ideal, revisa la correcta ejecución de las etiquetas antes de su publicación definitiva.
  23. 23. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Depuración: verificar que todo funcione FUNDAMENTAL!!!!! Secuencia de eventos a la izquierda. En cada evento vemos etiquetas, dataLayer y valores de variables (son diferentes según el evento y el elemento al que afecten).
  24. 24. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Activadores: Shssss… Un secreto… ¿Cómo saber a priori en qué evento y variables activar una etiqueta?
  25. 25. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Activadores para DEBUG (y solo para debug) Vamos a crear un entorno de pruebas para averiguar las condiciones que tendrán que cumplir los activadores. Para ello creamos activadores de clic y form genéricos:
  26. 26. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com No utilizaremos estos activadores en ninguna etiqueta. Solo los creamos para que GTM detecte todos los eventos en su consola. Activadores para DEBUG (y solo para debug)
  27. 27. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Ej. Quiero saber qué condiciones son necesarias para medir clics en la imagen. Hago un clic y miro en el evento gtm.click las VARIABLES: • {{Click ID}} • {{Click Text}} • {{Click Classes}} • Etc. Y basándome en esas variables luego podré definir el activador exacto. ¡Click! Activadores para DEBUG (y solo para debug)
  28. 28. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Y parar terminar… ¿Cómo saber por qué se activó una etiqueta concreta? ¿Y por qué no?
  29. 29. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com Las causas en cada evento (a la izquierda) Por qué se activan las etiquetas en un evento Y por qué no Mirar en evento
  30. 30. @SeoBilbao #mm3 Lucía Maríncursotagmanager.com ¿Dudas o preguntas? Lucía Marín lucia@aukera.es @SeoBilbao aukera.es cursotagmanager.com experimentando.es Si te ha gustado, ¡comparte! Puedes leerme en: aukera.es/blog/ aukera.co.uk/blog/ experimentando.es

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