1.
Google
Tag
Manager
Not for programmers
A
quick
guidebook
to
Google
Tag
Manager
for
marketers
and
other
professions
not
connected
with
programming.
LCS
&
CSI
Poland
Warsaw,
2014

2.
2
Introduction
Thank
you
for
your
interest
in
this
guidebook
to
Google
Tag
Manager,
which
is
more
and
more
often
implemented
on
websites,
across
all
over
the
world.
The
main
aim
of
its
installation
is
usually
for
a
marketing
department
to
become
independent
from
other
company’s
departments
(like
IT)
and
to
speed
up
changes
on
a
website
within
marketing
and
analytics
measurement
processes.
However,
to
be
able
to
become
really
independent,
one
should
know
how
to
use
this
tool.
It
is
often
connected
with
technical
issues,
which
may
not
be
very
well
known
to
everyone.
A
marketer
does
not
have
to
be
a
programmer
or
a
technical
person,
at
last.
An
idea
has
arisen
on
this
field
to
explain
the
technical
subject
to
non-­‐technical
people
in
the
least
technical
way
;).
Please
notice,
this
guidebook
is
not
official
manual
approved
by
Google
and
does
not
include
all
options
and
does
not
describe
all
possibilities
of
GTM.
It
is
to
give
the
concept
what
you
can
do
with
it,
understand
its
working
and
make
use
of
it
in
the
most
popular
cases.
A
reader
can
learn
more
and
develop
himself
in
this
area,
if
she/he
wants.
All
information
about
mistakes
and
ideas
for
additional
chapters
are
welcome
J
Have
a
comprehensible
reading
Przemek
Modrzewski
Senior
Analytical
Lead

3.
3
Contributors
The
e-­‐book
was
created
in
cooperation
of
couple
of
people
from
Poland.
Thanks
to
huge
contribution
of
team
members
it
was
possible
to
write
this
ebook.
Special
thanks
for
help
and
contribution
to:
• Mariusz
Gąsiewski
• Paweł
Matkowski
• Jacek
Ewiak
• Piotr
Rudnicki
• Maciej
Jerzak
DISCLAIMER
This
quidebook
is
NOT
any
official
manual
approved
by
Google.
This
is
private
work
of
author
and
contributors.
Please
don’t
treat
any
statements
in
this
material
as
official
statement
of
Google.

4.
4
Table
of
Contents
Introduction
...........................................................................................................................
2
Contributors
...........................................................................................................................
3
Tag
manager
-­‐
introduction
....................................................................................................
6
How
does
GTM
work
?
.............................................................................................................................................................
7
Google
Tag
Manager
structure
.............................................................................................................................................
8
What
is
a
container?
..................................................................................................................................................................
9
What
are
tags?
..........................................................................................................................................................................
10
What
are
rules?
.........................................................................................................................................................................
10
What
are
macros?
....................................................................................................................................................................
11
Google
Tag
Manager
on
the
website
...............................................................................................................................
12
Google
Tag
Manager
installation
–
step
by
step
........................................................................................................
12
Step
1
–
Create
a
GTM
account
..........................................................................................................................................
12
Step
2
–
Create
the
first
tag
.................................................................................................................................................
16
Installation
of
basic
scripts
on
the
website
...........................................................................
22
Installation
of
Google
Analytics
statistics
with
GTM
...............................................................................................
22
The
first
rule
in
GTM
...............................................................................................................................................................
28
Testing
a
newly
created
tag
................................................................................................................................................
30
Installation
of
Google
AdWords
conversion
tracking
with
GTM
........................................................................
33
The
first
contact
with
macros
in
Google
Tag
Manager
...........................................................................................
38
What
does
the
macro
consist
of
and
how
is
it
created?
..........................................................................................
39
Implementation
of
Google
AdWords
remarketing
with
GTM
..............................................................................
40
Google
Tag
Manager
–
advanced
cases
of
use
.......................................................................
45
Data
Layer
–
what
is
it
and
what
is
it
used
for?
.........................................................................................................
45
What
is
Data
Layer?
...............................................................................................................................................................
45
How
does
Data
Layer
look
like?
.........................................................................................................................................
48
Adding
variables
and
values
to
Data
Layer
.................................................................................................................
49
Event
tracking
in
Google
Analytics
with
GTM
............................................................................................................
52
A
button
click
as
an
event
in
Google
Analytics
............................................................................................................
52
More
buttons
(events)
to
measure
on
one
website
...................................................................................................
63
Measuring
the
action
on
the
website
with
virtual
pageviews
..............................................................................
65
Auto
event
in
GTM
(auto
event
tracking)
..............................................................................
69
Auto-­‐tagging
in
practice
(introduction)
........................................................................................................................
69
Auto
measuring
of
clicks
on
the
button
(link)
.............................................................................................................
70
A
little
more
about
macros
in
auto
events
...................................................................................................................
78
Available
macros
and
their
possibilities
.......................................................................................................................
80
Auto-­‐Event
Variable
...............................................................................................................................................................
81
Macro
Constant
String
...........................................................................................................................................................
83
Macro
-­‐
Custom
Events
..........................................................................................................................................................
83
DataLayer
Variable
.................................................................................................................................................................
84
DOM
elements
............................................................................................................................................................................
84
HTTP
referrer
............................................................................................................................................................................
87
Javascript
Variable
(Custom
Javascript
code)
.............................................................................................................
87
Random
Number
......................................................................................................................................................................
88
URL
macro
..................................................................................................................................................................................
89

5.
5
Lookup
Table
.............................................................................................................................................................................
90
Measuring
outbound
links
as
auto
events
in
GA
.......................................................................................................
91
Measuring
document
downloads
(e.g.
PDF)
as
auto
events
in
GA
.....................................................................
94
Measuring
clicks
on
images
as
an
event
on
the
website
in
GA
............................................................................
96
Cross-­‐domain
tracking
with
GTM
(UA)
......................................................................................................................
100
Dynamic
remarketing
installation
with
GTM
..........................................................................................................
103
First
method
-­‐
standard
.....................................................................................................................................................
104
The
second
method
–
without
sending
variables
programmistically
............................................................
112
Ecommerce
tracking
in
GA
with
GTM
.........................................................................................................................
121
Dealing
with
the
bounce
rate
in
Google
Analytics
(real
bounce
rate)
...........................................................
124
Tags
which
are
not
in
GTM
..............................................................................................................................................
128
Using
GTM
in
mobile
applications
.......................................................................................
132
Administering
tags
in
application
–
a
few
words
...................................................................................................
132
Introducing
changes
in
application
(revolution)
...................................................................................................
133
A
problem
with
mobile
applications
.............................................................................................................................
133
How
does
GTM
work
for
application?
..........................................................................................................................
134
What
can
be
changed
by
GTM
in
application?
.........................................................................................................
136
A
few
final
thoughts
...........................................................................................................
141
Migration
plan
to
GTM
.......................................................................................................
142
Conclusion
..........................................................................................................................
143

6.
6
Tag manager - introduction
Tag
manager
is
a
tool
which
makes
easier
to
work
with
numerous
marketing
codes
which
allow
tracking,
measuring
and
also
marketing
actions
for
users
of
our
website.
Thanks
to
GTM
we
do
not
have
to
edit
websites
to
make
any
changes
or
add
new
marketing
codes.
You
need
only
to
paste
the
GTM
code
once
on
our
website.
GTM
answers
the
need
of
control
of
implementation
of
different
codes
on
the
website
by
marketing
not
by
the
IT
department.
We
know
that
for
running
effective
marketing
in
the
Internet
more
and
more
tools
connected
to
our
website
are
necessary.
So
far,
to
introduce
anything,
change
the
website
in
terms
of
marketing
codes,
the
intervention
of
IT
department
or
a
webmaster
has
been
necessary.
Usually
the
process
was
quite
long
then.
Additionally,
lack
of
understanding
how
different
marketing
tools
work
by
the
IT
department
often
caused
wrong
installations.
Another
waste
of
time.
Thanks
to
GTM,
a
marketer
or
other
person
responsible
for
marketing
actions
in
the
Internet
can,
by
their
own,
in
a
few
minutes,
add
any
code
which
is
needed
for
different
tools
working
without
the
need
of
contact
with
the
IT
department.
GTM
has
also
many
other
possibilities,
which
I
will
tell
about
later
in
this
e-­‐book.

7.
7
How does GTM work?
Simply
speaking,
installing
the
GTM
code
once
in
your
service
(a
code
fragment
on
each
subpage)
we
can
add,
edit,
delete
all
marketing
tags
(remarketing,
analytics,
conversion
tracking
and
many
others)
with
no
need
of
editing
the
website
code.
All
actions
take
place
with
GTM
interface
in
the
web
which
we
log
in
as
easy
as
in
mail
or
Google
Analytics.
It
gives
control
over
marketing
codes
for
people
who
are
not
related
to
the
IT
department
while
website
security
will
not
be
at
risk.
It
also
significantly
shortens
time
needed
for
changes
and
reaction
for
changes
which
are
need
while
running
the
campaign
in
the
Internet
and
reduces
a
resources
(i.e.
IT
department)
needed
every
day
in
marketing
actions
(website
edition,
code
changes,
tag
pasting,
etc.).
What
is
important
and
should
be
clear.
Switching
to
GTM
not
affect
any
reports
and
should
not
have
any
impact
on
data.
Of
course
when
implemented
correctly.
GTM
tool
consists
of
several
elements,
which
we
will
administer:
● Containers
i.e.
codes
pasted
on
the
website
in
which
all
marketing
codes
(tags)
will
be
stored.
● Tags
–
tracking
codes
which
we
want
to
place
on
the
website
e.g.
Google
Analytics,
AdWords
conversion
codes,
remarketing
and
any
other
tracking
codes,
not
only
these
ones
from
Google.
● Rules
–
conditions
in
which
tags
are
to
be
fired.
● Macros
–macros
are
used
for
making
the
work
with
tags
and
rules
easier,
automating
repetitive
actions.
All
these
elements
will
be
discussed
later
in
this
document.

8.
8
Google Tag Manager structure
An
account
structure
of
GTM
tool
consists
of
above
mentioned
containers
and
tags
which
belong
to
them,
as
well
as
rules
and
macros.
When
creating
the
GTM
account
you
can
see
the
menu
on
the
left.
There
are
three
elements
in
it
–
tags,
rules
and
macros.
All
tags
(marketing
codes
added
to
the
website
by
GTM)
and
rules
and
macros
created
by
us
will
be
stored
here.
Creating
each
of
these
items
takes
place
with
the
help
of
menu
in
the
center
of
interface,
where
we
see
button
“new”.
We
have
said
in
short,
at
the
beginning,
what
elements
of
the
GTM
account
are
and
what
they
are
used
for,
now
let’s
explain
this
in
details.
So,
once
more,
what
actually
containers,
tags,
macros
and
rules
are.
GTM
account
Container
Tags
Rules
Macros

9.
9
What is a container?
All
tags
are
stored
in
the
container.
The
container
is
a
set
of
all
tags
which
are
used
and
pasted
on
the
same
website
with
GTM.
The
container
should
be
pasted
on
every
webpage
of
our
website,
similar
to
normal
tracking
code
e.g.
Google
Analytics.
Only
then
we
can
add
tags
of
every
tracking
other
tools,
e.g.
Analytics
or
Adwords
from
the
level
of
GTM
interface.
In
this
way,
we
edit
our
website
only
once,
paste
a
container
in
the
right
place
(the
best

10.
10
directly
under
the
tag
<body>,
which
opens
website
content)
and
then
all
other
codes
are
added
to
website
through
the
container
with
no
need
of
interference
in
a
website’s
source
code.
Remember!
The
container
should
be
installed
on
each
subpage
of
our
service.
As,
for
example,
Analytics
code.
It
is
so
important
that
in
the
case
of
omitting
any
subpage
there
is
no
possibility
to
add
tags
with
GTM
on
it.
That’s
why
we
will
not
be
able,
for
example,
to
use
Analytics
code
on
it,
if
we
want
to
install
a
tracking
code
with
GTM.
What
are
tags?
Tags
are
tracking
codes
which
we
want
to
paste
on
a
website
with
the
GTM
tool.
The
Tag
is
a
script,
e.g.
Google
Analytics
that
we
paste
usually
in
the
website’s
code.
It
can
be
also
AdWords
conversion
tag,
remarketing
tag
or
other
marketing
tool
tag
which
require
adding
some
fragment
of
the
code
on
our
website.
What are rules?
Rules
are
nothing
else
than
principles
when
a
given
tag
is
to
be
fired
in
the
container.
For
example,
if
we
added
a
tag
of
AdWords
conversion
tracking,
we
would
not
like
to
fire
this
code
on
each
subpage
of
the
service
but
only
on
the
website
which
confirms
doing
a
desired
action
by
visitor
–
purchase,
e-­‐book
download,
filling
in
a
form,
etc.
Such
a
website
can
be
determined
as
a
last
website
in
some
process
to
aim,
on
which
it
is
information
confirming
this
action,
for
example
“Thank
you
for
purchase”.
Its
URL
address
can
look
i.e.
www.my-­‐website.pl/thankyou.html
To
count
a
conversion
in
AdWords,
when
someone
achieves
the
end
of
conversion
path
and

11.
11
sees
the
above
website,
we
must
create
a
rule
in
GTM
which
will
define
a
condition
of
firing
the
conversion
code.
The
condition
(rule)
could
say
as
follows:
Fire
the
Adwords
conversion
code
when
there
is
a
word
„thank
you”
in
URL
address.
In
other
case
the
code
will
not
be
fired
and
the
conversion
will
not
be
counted.
What are macros?
A
definition:
Macros
are
the
pairs
"name-­‐value"
whose
value
is
completed
in
the
course
of
action.
For
example,
an
initially
defined
macro
named
“URL”
is
defined
in
this
way
that
its
value
of
actual
URL
of
the
website.
This
is
a
definition.
Because
macros
are
a
bit
more
complicated
elements
we
will
deal
with
them
a
little
later
by
the
way
of
more
advanced
use
of
GTM.
They
are
not
required
for
simple
standard
installations
but
we
rather
cannot
ignore
its
importance.
Summary
So,
how
can
all
these
elements
be
easily
summarized
while
explaining
their
relationships
between
them?
Tags
are
codes
which
we
want
to
place
on
the
website
(e.g.
Google
Analytics
code),
rules
are
used
for
defining
when
a
given
tag
is
to
be
fired
(e.g.
GA
code
is
to
be
fired
on
all
pages),
while
macros
are
used
for
automating
and
simplifying
work
with
data
which
are
necessary
for
tag
and
rule
working
on
our
website.

12.
12
Google Tag Manager on the website
Google
Tag
manager
can
be
used
in
the
case
of
most
codes
which
we
have
to
add
to
our
website
to
benefit
from
such
mechanisms
like
statistics
of
website
views,
conversion
tracking
or
other
data
needed
for
marketing
actions.
In
the
following
steps
we
will
move
to
the
process
of
correct
installation
of
GTM
on
the
website
by
implementing
the
most
popular
tags.
Meanwhile,
we
will
explain
all
functions
and
concepts,
which
may
not
be
clear
in
official
GTM
help.
Google
Tag
Manager
installation
–
step
by
step
Google
Tag
Manager
installation
is
very
simple
and
includes
few
steps.
They
are:
creating
an
account,
creating
a
container,
settings
configuration
and
installation
of
first
tags
i.e.
tracking
codes.
Although
the
first
actions
are
quite
simple,
the
questions
will
arise
just
surely
at
the
beginning
of
actions.
I
will
try
to
foresee
them
here
and
explain
;).
Step 1 – Create a GTM account
This
action
is
very
simple.
You
need
only
to
enter
https://www.google.com/tagmanager/
and
create
an
account.
First
container
What
a
container
is
we
have
explained
at
the
beginning
of
this
e-­‐book.
Now
it
is
time
for
its
creation
and
installation.

13.
13
A
good
practice
is
just
to
name
a
container
as
we
have
named
our
account
but
it
is
not
obligatory.
Perhaps
we
will
have
soon
several
containers,
so
it
is
important
to
create
the
terminology
system.
The
subject
of
terminology
is
essential
because
our
account
with
time
will
be
bigger
as
we
will
add
next
tags,
macros
and
rules.
We
will
have
to
know
what
they
are
used
for.
Then
we
have
to
choose
where
we
want
to
use
our
container,
on
a
website
or
in
the
mobile
application.
It
is
also
one
of
the
advantages
of
GTM
that
we
can
use
it
to
administer
tags,
and
even
administer
changes
in
mobile
applications.
We
will
write
more
about
it
later.
If
I
have
a
lot
of
domains,
subdomains,
so
how
many
containers
do
I
need?
How
many
containers
should
I
create?
It
was
my
first
question,
which
came
to
my
mind
while
creating
the
first
GTM
account.
Generally,
if
I
have
a
lot
of
domains
but
they
are
not
connected
with
one
another,
it
is
a
good
practice
to
keep
the
principle
one
domain
–
one
account
-­‐
one
container.
It
allows
keeping
an
order
while
it
does
not
disturb
to
administer
them
because
we
can
administer
a

14.
14
lot
of
GTM
accounts
from
the
level
of
one
login
and
password.
It
is
seen
on
the
image
below
where
with
one
login
I
have
an
access
to
many
GTM
accounts.
Let’s
come
back
to
the
installation
of
the
first
container.
Because
actually
we
implement
GTM
on
the
website,
we
choose
an
option
of
a
container
just
for
the
website.
If
we
implement
tag
manager
in
application,
we
will
choose
a
suitable
version
of
“mobile
applications”.
When
choosing
a
version
for
a
website
an
available
container
will
occur
to
be
pasted
on
our
website.

15.
15
We
copy
a
ready
code
of
the
first
container
as
a
whole
and
paste
it
on
our
website.
The
best
place
to
paste
a
container
code
is
a
place
directly
below
the
tag
which
opens
the
website
content
-­‐
<body>.
We
will
find
it
easily
in
the
website
code
by
the
option
“search
in
content”.
We
can
see
how
it
looks
like
for
a
sample
website
by
clicking
the
right
mouse
button
on
the
website
content
and
choosing
“Show
the
website
source”.

16.
16
What
if
we
cannot
put
the
GTM
code
in
the
place
described
above?
Remember
that
the
best
place
for
a
container,
which
guarantees
the
best
data
collecting,
is
the
place
directly
below
the<body>
tag.
Unfortunately,
there
is
no
guarantee
that
our
codes
implemented
by
GTM
will
be
called
correctly
if
we
change
the
place
of
the
container.
Especially
I
do
not
recommend
pasting
the
container
code
in
the
<head></head>
section
because
the
script
includes
“iframe”
which
can
cause
an
unexpected
action
of
the
browser.
Step 2 – Create the first tag
As
we
have
seen
in
the
image
from
p.
13,
after
creating
the
first
container
we
can
see,
at
once,
several
built-­‐in
tags
at
our
disposal
ready
to
be
installed
on
our
website.
As
you
can
see
the
most
popular
Google
tags
are
there,
we
have
also
available
Doubleclick
tags.
There
are
also
several
tags
of
other
companies
available
in
GTM.
In
addition,
there
are
custom
tags
(Custom
HTML)
thanks
to
which
we
can
actually
place
every
other
tag
on
our
website,
even
if
it
is
not
normally
on
the
standard
GTM’s
tag
list.
We
will
discuss
implementation
of
the
most
popular
tags
in
details
in
a
moment.
Now
we
will
stop
for
a
while
and
discuss
settings
and
functionality
of
the
account,
which
we
will
use
in
a
while.
Settings
and
functionality
of
the
GTM
account
While
creating
the
GTM
account
and
the
first
container
we
have
one
user
(i.e.
ourselves).
In
GTM
account
we
can
add
next
containers
and
users.
As
we
can
see
below
we
can
use
the
“New”
button
and
add
a
user
or
a
container.

17.
17
According
to
what
I
have
written
before,
a
good
practice
is
to
keep
a
rule
–
one
account,
one
domain,
one
container.
However,
we
can
ignore
this
principle
in
different
cases.
Many
domains
we
treat
as
the
whole.
Then
we
can
use
one
container
for
many
domains
because
rules,
tags
and
macros
cannot
be
divided
between
containers.
If
all
domains
are
to
be
configured
in
a
similar
way,
the
use
of
one
container
is
applied.
Many
tags
on
one
domain.
If
we
have
plenty
of
tags
to
handle,
it
is
much
easier
to
administer
them
if
we
divide
them
into
two
containers
or
more.
It
gives
us
bigger
clarity
what
and
when
is
to
be
fired
and
it
makes
also
that
the
container
itself
is
less
loaded
(it
is
smaller).
It
is
possible
to
e.g.
segregate
tags
according
to
a
type
and
a
tool.
However
it
is
quite
rare.

18.
18
Many
users
with
different
access
rights
Access
rights
for
users
can
be
granted
on
the
container
level.
Thus,
if
we
want
to
limit
the
access
to
other
domain
or
tag
configuration
we
have
to
use
more
containers
and
give
the
next
users
access
and
rights
on
their
level.
We
can
grant
accesses
of
different
rights:
browsing,
browsing
and
editing
or
browsing,
editing
and
publishing
(full
access)
Test
environment
A
good
idea
is
to
use
different
containers
while
testing
implementation
of
new
tags
or
rules.
Especially
for
big
services,
a
wrong
configuration
and
loss
of
data
for
some
period
can
be
painful.
Hence,
it
is
worth
paying
attention
to
it
during
implementation.
At
the
moment
of
implementation
it
is
a
good
idea
to
make
use,
especially
in
Google
Analytics
and
other
statistics
issues,
of
the
Lookup
Table
macro,
which
we
will
discuss
later
in
this
e-­‐book.
At
the
very
end
you
can
find
a
proposed
migration
plan
to
Google
Tag
Manager.
"Settings"
tab
In
the
"settings”
tab
there
is
an
identifier
of
a
container
and
a
container
name,
which
we
can
change
in
any
time.
"Containers"
tab
In
the
"Containers"
tab
we
can
see
currently
created
containers
on
the
account,
number
of
tags
created
for
a
given
container,
our
rights
to
edit
a
container
and
a
number
of
users
assigned
to
it.
Choosing
our
existing
container,
which
is
called
"my
test
container”
in
our
example,
we
proceed
to
the
heart
of
Tag
Manager
itself
i.e.
to
container
settings.

19.
19
As
we
can
see
in
the
menu
on
the
left,
there
are
tabs
concerning
tags,
rules
and
macros.
We
have
said
about
these
elements
before
and
we
will
talk
about
them
many
times
further.
We
will
be
using
the
left
menu
very
often.
In
the
center,
we
have
a
view
of
tags,
rules
and
macros
created
by
us
under
grey
tabs.
Now
the
most
important
thing,
at
this
point,
is
to
understand
the
matter
of
a
version
and
a
container
type.
So,
what
is
all
about?
Adding
a
tag
or
a
rule
to
the
container
or
editing
anything
in
GTM
we
will
not
see
changes
on
our
website.
Nothing
will
be
changed.
To
do
this
we
have
to
publish
the
changes.
Thus,
in
item
3
in
the
image
above
we
can
see
a
container
as
unpublished.
To
publish
it
and
introduce
the
changes
which
will
have
reflection
on
our
website
first
we
have
to
create
another
version
of
a
container
(item
2).
Then
we
can
publish
the
current
version.
It
will
then
go
live.
Any
created
version
can
be
seen
below
the
menu
on
the
left.
You
can
come
back
to
the
version,
if
there
is
such
a
need.
Thanks
to
versions
we
do
not
override
changes
irretrievably.

20.
20
In
the
image
from
website
17
you
can
see
the
item
1,
that
is
a
function
of
preview.
The
“Preview”
function
is
one
of
functionalities
used
very
frequently
while
adding
or
editing
tags
or
changing
other
settings.
Thanks
to
the
“Preview”
function
we
can
preview
if
changes
introduced
by
us
work
properly
on
the
website.
There
are
three
options
of
preview
of
changes
available.
● Preview
–
It
allows
us
to
preview
the
website
with
changes
applied
by
us.
It
means
that
after
choosing
a
"Preview”
option
we
can
enter
our
website,
refresh
it
and
check
if
changes
introduced
by
us
work
e.g.
in
the
programmers'
console
in
Chrome
browser
or
in
Firebug
tool
in
Firefox.
Because
we
have
not
created
a
version
in
GTM
yet,
changes
on
the
website
are
seen
only
by
us.
After
switching
off
the
preview
option
(a
yellow
bar
at
top
of
the
screen),
changes
will
stop
working
on
the
website.

21.
21
● Debug
–
the
option
probably
the
most
frequently
used.
It
allows
to
add
to
“Preview”
option
an
auxiliary
console
which
will
show
us
if
and
what
tags
will
work
on
our
website
after
creating
a
new
version.

22.
22
● Share
–
A
"Share”
option
allows
us
to
create
a
unique
url
address,
which
we
can
send
to
a
person
who
is
not
related
to
our
GTM
account.
Thanks
to
this
address
the
person
who
will
use
a
link
given
by
us
will
be
able
to
see
also
working
changes,
which
are
not
published
yet
in
GTM.
Installation of basic scripts on the website
We
now
know
the
basic
settings
of
Google
Tag
Manager.
We
can
move
to
the
installation
of
tracking
scripts
on
our
website
with
GTM.
We
will
start
from
the
most
standard
tags
(scripts)
and
then
we
will
go
into
more
advanced
ways
of
using
this
tool.
Installation of Google Analytics statistics with GTM
Using
Tag
Manager
(GTM)
to
track
traffic
on
the
website
with
Google
Analytics
is
one
of
most
frequent
cases.
The
simplest
installation
is
not
complicated
but
more
advanced
aspects
of
tracking
like
e.g.
event
tracking
may
cause
some
problems.
Thus,
we
will
deal
also
with
these
more
advanced
aspects
in
further
steps.
Now
we
will
make
a
standard
installation.
In
the
previous
part
of
this
e-­‐book
we
have
created
the
GTM
account
and
the
first
container
as
well.
Just
after
creating
the
container
we
have
an
opportunity
to
move
at
once
to
create
the
first
of
the
most
popular
tags.

23.
23
We
can
start
to
create
them
at
once
or
do
this
after
installing
the
container.
We
have
to
do
the
following:
1. Create
Google
Analytics
tag
2. Define
rules
for
tag
to
be
fired
3. Test
a
newly
created
tag
4. Create
a
version
of
the
container
5. Publish
Let’s
start
from
the
beginning.
Ad
1.
Create
Google
Analytics
tag
We
start
creating
a
tag
from
giving
the
name
to
it.
It
is
important
because
when
there
are
many
tags
it
will
be
easier
to
administer
them
if
tags
have
properly
matched
names.
A
good
practice
is
to
construct
names
based
on
a
type
of
a
tool
e.g.
Google
Analytics
and
a

24.
24
function,
which
a
given
tag
is
to
fulfill.
The
first
tag
which
we
will
create
is
the
tag
named
GA
(Google
Analytics)
–
Pageviews,
because
this
tag
will
be
responsible
for
tracking
displays
of
our
website,
that
is
a
basic
function
of
Google
Analytics.
All
other
functions
of
GA
will
be
also
used
but
we
will
use
next
tags
to
it.
We
will
talk
about
it,
for
example,
by
the
way
of
event
tracking
on
the
website
with
GTM.
Another
step
is
to
choose
the
kind
of
a
tag
from
the
list
of
standard
tags
serviced
by
GTM.
We
choose
Google
Analytics
from
a
pull-­‐down
menu.
Now
we
can
choose
from
Classic
GA
and
a
new
version
that
is
Universal
Analytics.
For
the
need
of
this
example
we
will
use
a
classic
version.
The
choice
of
the
second
one
will
not
have
any
influence
on
the
way
of
creating
and
administering
the
GA
tag,
so
we
can
choose
the
version
at
will.

25.
25
As
you
can
see
above
we
have
many
more
standard
tags
available,
which
we
can
use
with
GTM.
If
our
tag
is
not
on
the
list
we
can
implement
it
with
custom
tags.
We
will
talk
about
it
later.
In
the
next
step
we
have
to
give
an
ID
number
of
our
account
in
Google
Analytics,
which
we
are
going
to
install
with
GTM.
We
can
find
ID
in
our
Analytics
account.
***OFF
TOPIC***
As
you
can
see
in
the
image
above,
on
the
right
next
to
the
ID
number
of
the
account
introduced
in
the
"Web
property
ID”
column
there
is
a
grey
"Lego
brick”.
This
“brick"
indicates
the
possibility
of
using
macros.
I
have
mentioned
before
that
macros
are
used
to
simplify
and
automate
the
work.
We
will
make
use
of
a
macro
for
the
first
time
to
simplify
using
the
ID
number
of
the
GA
account
in
next
cases
of
using
this
number
ID
on
our
account.

26.
26
What
to
do
then?
1. Mark
the
ID
number
and
copy
it
to
the
storage
(ctrl
+
C)
2. Click
on
the
"brick”
and
choose
"New
macro”
at
the
bottom.
3. Add
the
macro
name
that
we
know
what
this
macro
is
used
for,
choose
the
type
as
"Constant
String”
and
a
value
as
an
ID
of
our
Google
Analytics
account.
There
are
many
macro
types
and
with
time
we
will
make
use
of
different
than
“Constant
String”.
Now
we
are
not
dealing
with
it.
After
that
we
can
use
a
given
macro
and
thanks
to
this
we
do
not
need
to
remember
the
ID
of
Google
Analytics
account
with
the
next
tags
which
are
to
be
installed.

27.
27
It
is
one
of
the
simplest
methods
of
using
macros
but
thanks
to
this
we
will
not
make
mistake
while
pasting
codes
and
what
is
more,
we
do
not
waste
the
time
for
checking
a
given
ID
many
times.
I
will
emphasize
once
more
that
Analytics
tag
has
its
types,
which
are
responsible
for
different
types
of
tracked
data.
So,
if
we
want
to
track
events
and
ecommerce
transactions
by
GTM,
we
will
have
to
use
three
tags:
for
pageviews
(standard),
for
events
and
for
transactions.
We
need
to
give
the
ID
number
of
the
GA
account
each
time
we
create
a
tag
for
given
GA
account.
Thanks
to
the
created
macro
we
do
not
have
to
remember
ID
of
account.
So
we
used
macro
for
the
first
time.
It
is
simple
way
but
very
useful
and
we
will
use
it,
in
this
way,
quite
often.
***OFF
TOPIC***
Let's
come
back
to
creating
our
Tag.
After
choosing
a
type
of
the
tag
as
Google
Analytics,
we
can
see
the
option
“Enable
Display
Advertising
Features”
below.
This
option
is
used
for
switching
on
possibilities
to
make
use
of
remarketing
in
Google
Analytics
and
demographic
reports.
In
practice
this
option
adds
to
the
code
a
Doubleclick
cookie,
which
is
just
responsible
for
these
additional
possibilities
of
Google
Analytics.

28.
28
Track
type
I
have
mentioned
about
track
types
a
little
earlier
by
the
way
of
creating
the
first
macro.
There
can
be
many
track
types
depending
on
a
kind
of
a
tag.
Even
in
the
case
of
Google
Analytics
we
have
them
quite
a
lot.
Website
View
tracking
is
of
course
a
standard
type
but
in
the
further
part
we
will
use
next
types,
just
as
we
will
want
to
start
the
following
functionalities
of
Google
Analytics
with
GTM,
such
as,
for
example,
event
tracking
on
the
website
or
traffic
tracking
between
domains.
We
will
talk
about
it
further
on.
The first rule in GTM
At
this
moment
we
have
just
almost
configured
the
first
tag.
The
only
thing
which
is
left
before
testing
and
publishing
it
is
to
add
a
rule
which
will
allow
us
to
set
the
rules
when

29.
29
GTM
has
to
fire
a
given
tag.
Rules
are
set
in
interface
in
the
right
upper
corner.
To
be
fired
each
newly
created
tag
will
need
a
rule.
It
will
not
work
without
the
rule.
What
we
have
to
do
is
to
wonder
now
when
a
given
tag
is
to
be
fired.
Our
first
Google
Analytics
tag
is
to
be
fired
on
each
subpage
of
our
service.
It
is
quite
obvious
because
we
want
to
collect
data
about
all
pageviews
on
our.
Then
we
have
to
set
the
rule
which
will
fire
a
tag
on
each
website
of
the
service.
When
we
want
to
add
a
new
rule
a
window
of
its
choice
will
occur.
We
can
choose
rules
that
already
exist
and
which
we
have
created
earlier
for
other
tags
from
the
list
or
create
a
new
one.
In
the
case
of
new
accounts
and
containers
we
have
to
create
rules
from
the
beginning.
As
you
can
see,
a
rule,
which
we
are
interested
in,
is
already
available
in
standard
–
fire
it
on
each
subpage.
You
have
to
only
mark
it,
and
it
is
ready.
In
the
case
of
creating
new
rules
we
have
to
create
a
rule
about
conditions,
which
have
to
be
satisfied
so
that
a
given
tag
could
be
fired.
We
will
deal
with
creating
more
advanced
rules
later
in
this
e-­‐book
by
the
way
of
creating
a
tag
for
tracking
AdWords
conversion
where
we
will
describe
creating
of
rules
more
extensively.

30.
30
Testing
a
newly
created
tag
We
have
created
the
first
Tag.
Before
we
publish
it
on
the
website
it
is
worth
testing
and
seeing
if
it
works.
As
you
can
see
below,
our
version
of
the
tag
is
unpublished.
It
means
that
changes
introduced
by
us
did
not
come
into
effect.
It
is
always
worth
paying
attention
to
it
because
it
is
one
of
more
frequent
mistakes
which
are
made
by
not
only
beginners.
If
we
do
not
publish
changes
(a
new
container
version)
we
will
not
see
them
live.
They
could
be
seen
only
in
Preview
–
Debug.
However,
before
we
publish
anything
we
have
to
verify
it.
We
choose
the
“Preview”
option
and
then
“Debug”
option
(see
p.17).
Let’s
move
to
our
website
in
a
new
tab
of
a
browser
and
refresh
the
view.
Thanks
to
this
a
console
will
occur
at
the
bottom
of
the
screen
with
information
if
our
tag
is
fired
under
conditions
defined
by
rules.

31.
31
You
can
see
in
the
console
that
our
tag
has
been
fired.
Everything
works.
Now
we
can
come
back
to
the
tab
with
opened
Tag
Manager
and
publish
the
version.
To
do
this
we
create
a
new
version
and
publish
it.
A
new
version
is
created
now
(in
our
case
version
no.
4).
Pay
attention
to
a
yellow
bar
at
the
top
with
a
message
about
the
preview
on
our
website.
If
we
now
go
to
the
website
we
will
see
all
the
time
the
console
at
the
bottom
of
our
website.
Thus,
if
we
finish
the
work
we
can
quit
this
mode
(For
clarity,
a
preview
mode
is
seen
only
by

32.
32
us,
other
users
cannot
see
it.
They
could
see
it
if
we
would
sent
them
a
special
link
to
the
preview,
which
I
have
written
about
before).
Next
steps
Our
first
tag
has
been
published.
Now,
we
are
ready
to
install
next
tags
which
will
be
needed
to
track
our
advertising
actions
and
not
only.
However,
before
we
move
to
the
next
tags,
we
should
mention
about
a
very
useful
tool
which
will
allow
us
to
see
if
our
website,
or
any
other,
has
installed
and
working
tags.
This
tool
is
Tag
Assistant.
It
is
a
simple
and
friendly
plug-­‐in
to
Chrome
browser.
Thanks
to
Tag
Assistant
we
can
easily
verify
what
tags
are
working
on
the
website
being
viewed
by
us.
We
will
get
guidelines
and
suggestions
concerning
tag
implementation.
Tag
Assistant
is
a
tool,
which
is,
we
can
say,
obligatory.
Assistant
can
be
downloaded
free
from
Google
Chrome
shop.

33.
33
Installation of Google AdWords conversion tracking with GTM
In
the
previous
chapter
we
managed
to
create
the
first
tag,
which
is
used
for
tracking
displays
with
Google
Analytics.
We
have
created
the
account,
the
container,
then
the
tag
where
we
have
chosen
its
type
(Google
Analytics)
and
defined
when
our
tag
has
to
be
fired
(rule).
In
this
step
we
will
create
a
tag,
which
will
service
AdWords
conversion
tracking.
AdWords
or
other
conversion
tracking
What
do
we
actually
need
for
conversion
tracking?
We
need
to
measure
traffic
on
the
website
or
a
number
of
actions
which
will
confirm
that
the
conversion
took
place.
For
example,
a
classical
example
of
a
conversion
are
displays
of
the
website
“Thank
you
for”
–
purchase,
contact,
etc.
That
is
the
website
which
is
displayed
only
when
a
user
did
some
action
desirable
by
us,
for
example,
filling
in
the
form.
A
classical
conversion
path
seems
to
look
more
or
less
like
this:
Main
website
-­‐>
category
website
-­‐>
product
website
-­‐>
form
-­‐>
payment
-­‐>thank
you.
To
track
the
conversion
we
need
to
track
the
last
website
-­‐
“Thank
you”
with
the
special
code
called
the
conversion
tracking
code.
During
visits
from
AdWords
ads,
the
code
is
compared
to
a
cookie,
which
was
granted
to
users
at
the
moment
of
clicking
on
the
advert.
If
data
from
the
cookie
matches
data
from
the
tracking
code,
a
conversion
is
counted.
It
is
a
description
of
working
in
short,
but
it
is
only
to
remind
it
and
to
eliminate
the
mental
shortcuts
of
the
author.
To
track
conversions
we
need
an
address
of
the
"Thank
you”
website
and
we
have
to
place
a
suitable
conversion
code
on
this
website.
So
far,
it
has
been
as
follows:

34.
34
1.
We
have
generated
a
conversion
code
in
AdWords
account
2.
We
have
copied
the
code.
3.
We
have
edited
the
"Thank
you”
website
4.
We
have
pasted
the
conversion
code
in
the
code
somewhere
at
the
end
of
the
website
just
before
the
closing
</body>
tag.
Implementation
of
the
conversion
tracking
code
with
GTM
At
present,
thanks
to
GTM,
we
do
not
have
to
edit
the
website
to
implement
conversion
tracking
code.
You
only
have
to
create
a
suitable
tag
in
GTM
and
give
it
proper
rules.
As
it
is
assumed
the
code
is
to
be
fired
on
“Thank
you”
pages.
So
to
create
the
conversion
tag
we
have
go
through
a
few
steps:
1.
Create
a
conversion
in
AdWords
account
2.
Create
a
conversion
tag
in
GTM
3.
Give
a
rule
when
the
code
is
to
be
fired
4.
Test
and
publish
the
new
container
version.
Ad1.
Creating
a
conversion
in
AdWords
account
To
start
tracking
the
effectiveness
of
our
actions
thanks
to
conversions,
first
we
have
to
create
such
a
conversion
in
our
AdWords
account.
We
have
copied
the
whole
code
before
and
pasted
it
onto
the
website.
Now
we
need
only
two
things
–
the
conversion
ID
and
its
label.
To
do
this
we
need
to
preview
the
code
of
conversion
created
by
us
in
AdWords
interface
(Tools
tab
-­‐>
Conversions
-­‐>
code).

35.
35
Ad
2.
Creating
a
conversion
tag
in
GTM
We
already
have
ID
and
the
label
of
the
conversion,
thus,
we
can
move
to
create
a
conversion
tag
and
start
to
track
a
conversion
with
GTM.

36.
36
1.
Create
a
new
tag
in
our
container
2.
Give
it
a
proper
name
3.
As
a
type
choose
AdWords
Conversion
Tracking
4.
Add
copied
ID
and
label
from
the
conversion
code
generated
before
(a
conversion
value
is
non-­‐obligatory
and
we
do
not
have
to
give
it).
5.
Add
a
rule
when
the
code
is
to
be
fired.
Everything
is
clear
to
the
step
no.
4
but
in
the
step
no.
5
we
have
to
stop
for
a
while
to
say
something
more
about
rules.
Remember
that
we
have
to
track
the
conversion
on
the
website
of
“Thank
you”
type.
In
our
case
the
website
of
this
type
is
the
website
after
filling
in
the
form
whose
address
is
www.test_website.com/thankyou.html.
We
want
a
conversion
code
to
be
displayed
only
on
this
website.
We
do
not
want
this
code
to
be
active
on
any
other
website.
Therefore,
we
create
the
rule,
which
will
guarantee
this
to
us.
We
choose
"Add
the
rule”
and
then
"Create
a
new
rule”.
As
you
can
see
in
the
image
below,
rules
are
created
from
two
parts:
variable
(macros)
and
value.
In
this
case
we
choose
Conversion
value
(optional)

37.
37
{{url}}
macro
which
is
responsible
for
considering
URL
addresses
and
values
of
this
variable
that
is
the
address
of
our
website
–
thankyou.html.
Between
these
parts
we
choose
a
logical
parameter,
which
will
be
a
principle
of
their
combination.
.
In
our
case
the
whole
condition
(rule)
says
as
follows:
If
the
URL
address
includes
the
"thankyou.html"
string
of
characters,
fire
the
conversion
tracking
tag.
Of
course
we
can
choose
other
logical
conditions
such
as
"equals”,
"does
not
equal”,
"ends”,
etc.

38.
38
Actually
we
could
stop
here
because
we
have
done
everything
correctly.
Now
we
have
to
test
(Debug,
Preview)
possibly
if
everything
works
properly,
create
a
new
version
and
publish
it.
Voila,
another
tag
on
our
website
has
been
installed.
However,
there
is
one
detail
yet
which
was
not
explained
here
fully.
Macros.
Indeed,
we
have
used
{{url}}
macro.
The
question
is,
where
is
it
from
and
what
is
it
about?
I
will
try
to
explain
the
subject
of
macros
here
but
their
use
will
be
used
in
most
of
our
actions
in
GTM
so
the
subject
of
macros
will
be
present
almost
in
every
example.
The first contact with macros in Google Tag Manager
As
I
have
mentioned
at
a
very
beginning,
macros
are
used
for
automating
and
simplifying
work
with
data
in
GTM.
It
is
quite
a
general
description
but
it
is
enough
for
the
beginning.
Macros
are,
in
fact,
links
between
data
on
the
website
and
our
tags,
macros
may
convey
values
between
a
website
and
individual
tags,
macros
may
also
be
a
basis
for
building
conditions
of
firing
tags
(in
this
way
we
have
used
{{url}}
macro).
In
the
previous
chapter
we
have
created
also
the
first
macro
where
the
value
was
the
ID
number
of
our
Analytics
account.
If
we
want
to
create
the
rule
in
which
there
are
variable
values
depending
on
a
situation,
we
will
use
the
macro
then.
Like
URL
addresses
have
a
lot
of
variables
and
all
are
taken
into
consideration,
we,
in
our
example,
have
placed
the
value
“thankyou.html.”
for
our
{{url}}
macro.
This
all
constitutes
an
opinion
that
macros
are
one
of
the
most
essential
elements,
which
we
have
to
deal
with
in
GTM.
I
think
that
even
if
a
macro
is
something
abstract
at
this
moment,
it
will
not
be
when
we
will
consider
many
examples.

39.
39
Below,
there
is
a
list
of
all
macros,
which
are
currently
on
my
account.
A
part
of
them
is
standard
and
present
from
the
beginning
on
the
account,
the
rest
need
to
be
created.
So
far
we
have
created
one
macro
concerning
ID
of
Analytics
account
to
make
the
work
easier,
we
have
used
one
ready
{{url}}
macro
to
define
the
rule.
Now
there
is
a
turn
to
explain
more
about
macros.
What does the macro consist of and how is it created?
As
you
can
see,
the
macro
always
consists
of
two
braces
and
a
name,
e.g.
{{url}}.
In
this
way
we
always
use
macros
within
GTM.
Each
macro
has
its
type.
It
can
be
a
macro,
which
will
be
used
for
defining
url
addresses,
but
there
are
several
types
of
macros.
For
example,
the
macro,
which
we
have
created
at
the
beginning
for
the
need
of
ID
account,
was
simply
a
string
of
characters
“Constant
string”.

40.
40
As
you
can
see
in
the
image
above
there
are
quite
a
lot
of
macros.
So
far
we
have
used
two
macros
but
we
need
to
use
a
greater
number
of
them.
We
will
create
macros
up
to
date,
if
we
need
to
combine
data
from
the
website
with
our
tags.
Depending
on
what
a
given
macro
will
have
to
provide,
we
will
use
such
a
macro.
I
think
that
we
can
now
put
the
subject
of
macros
aside.
In
the
next
examples
we
will
come
back
to
it
many
times
yet
and
explain
their
work
Implementation of Google AdWords remarketing with GTM
So
far
we
have
placed
two
very
important
tags
on
our
website
–
Google
Analytics
and
the
tracking
code
of
AdWords
conversion.
Another
important
and
what
is
more,
basic
code,
which
is
commonly
displayed
on
pages,
is
a
remarketing
code.
In
this
e-­‐book
I
will
not
explain
what
remarketing
is
because
this
subject
is
not
the
subject
of
this
publication.
We
can
say
only
that
the
remarketing
code
is
a
code
which
is
used
for

41.
41
bringing
back
users
on
the
website
with
the
help
of
adverts,
users
who
did
or
did
not
do
any
action
on
our
website
e.g.
did
not
buy
any
product
and
left
our
service.
It
is
a
classical
example
but
there
are
lots
of
applications
of
remarketing.
We
will
focus
here
on
a
technical
side
that
is
on
implementation
of
the
remarketing
code
on
particular
pages
of
our
service.
Creating
a
remarketing
tag
As
in
the
previous
chapters,
we
create
a
new
tag
in
GTM
and
choose
its
kind
as
remarketing.
We
also
have
to
obtain
ID
of
the
remarketing
code.
To
do
this
we
have
to
visit
our
AdWords
account
and
a
“Shared
library”
tab
then
“Audiences”.
There
are,
or
there
will
be,
our
remarketing
lists.
Let’s
move
to
an
option
of
displaying
the
details
of
the
remarketing
tag
and
from
there
we
have
to
obtain
the
ID
number
of
our
tag,
which
will
be
displayed
in
a
moment
in
GTM.

42.
42
We
come
back
to
Tag
Manager
and
place
ID
in
a
suitable
place.
Only
ID
is
necessary,
we
do
not
have
to
give
labels,
which
were
deleted
in
common
remarketing
code.
Only
if
we
create
new
codes
in
one
account,
there
will
be
need
of
distinguish
them
with
labels.
Labels
are
used
for
a
unique
labeling
conversion
codes
on
the
account.
Now
we
can
use
one
code
and
we
create
remarketing
lists
on
the
basis
of
this
code
and
rules
defining
when
the
list
is
to
collect
cookies.
That
can
be
done
directly
from
AdWords
account.
Now
we
have
to
only
create
a
rule
when
a
given
remarketing
code
will
be
called
to
collect
cookies
(i.e.
website
visitors).
We
almost
always
start
adventure
with
remarketing
from
building
the
list
of
cookies
of
everyone
who
visited
our
website.
Hence,
in
this
example
we
will
use
the
same
rule
like
in
the
case
of
Google
Analytics
(all
pages).
A
code
is
to
be
called
on
every
website
of
our
service.
That
means
that
the
remarketing
cookie
will
be
given
to
each
browser1,
who
will
visit
our
service,
no
matter
what
subpage
of
the
service
it
meets.
1
Writing about users or people we have to consider that it is a mental shortcut because we really think

43.
43
A
remarketing
code
can
be
fired
also
with
the
help
of
other
rules.
We
could,
for
example,
create
a
rule,
which
will
fire
the
remarketing
tag,
if
somebody
clicks
on
the
link
or
a
button.
We
can
create
rules,
which
will
fire
the
list
after
the
time
chosen
by
many
others
and
us.
While
reading
this
e-­‐book
we
will
get
to
know
how
to
create
such
rules.
While
we
now
fire
the
tag
on
every
website
of
our
website
we
can
then
create
remarketing
lists
directly
on
our
AdWords
account
based
on
fired
remarketing
tag
and
rules
set
on
AdWords
accounts
while
creating
new
remarketing
lists.
In
the
image
from
the
previous
website,
we
can
see
also
something
which
is
marked
as
"Customs
parameters”.
These
parameters
are
used
for
creating
more
advanced
conditions
of
firing
tags.
We
can,
for
example,
download
data
from
the
website
about
values
of
a
customer’s
basket
and
depending
on
its
value
fire
the
remarketing
tag
or
(add
to
the
list
or
not).
We
use
these
parameters
in
creating
a
campaign
of
dynamic
remarketing.
In
this
place
our
adventure
with
something,
which
is
called
Data
Layer,
starts.
Data
Layer
is
probably
the
most
important
functionality
of
Google
Tag
Manager
because
it
makes
data
on
the
website
dependent
on
the
website
code
itself
and
makes
that
data
from
the
website
become
available
for
many
our
tools
which
we
have
on
the
website.
We
can
compare
Data
Layer
to
a
universal
plug-­‐in,
which
we
can
buy
at
the
airport,
to
which
from
one
side
we
can
connect
a
laptop
and
from
the
other
we
can
plug
any
socket
all
over
the

44.
44
world.
In
the
same
way
data
from
our
website,
thanks
to
such
a
universal
plugin,
can
be
comprehensible
for
many
tools
and
there
is
no
need
to
connect
them
separately
to
the
website.
We
will
talk
about
Data
Layer
in
details
later
in
this
e-­‐book,
so
do
not
worry
that
now
it
can
be
a
little
unclear.
Important!
At
this
moment
we
can
create
remarketing
lists
within
Google
Analytics,
which
I
encourage
to.
Thanks
to
GA
we
can
create
lists
based
on
many
actions
of
users
of
our
website.
We
do
not
have
to
use
an
AdWords
remarketing
code
then.
We
create
remarketing
lists
in
the
Analytics
interface
itself.
(Until
now
remarketing
is
not
serviced
by
Universal
Analytics).

45.
45
Google Tag Manager – advanced cases of use
On
previous
pages
we
have
discussed
the
most
frequent
and
basic
methods
of
using
GTM
in
work
with
tags
on
our
website.
We
have
installed
a
basic
Google
Analytics
code,
AdWords
conversion
tracking
and
a
remarketing
code.
Most
installations
end
here.
However,
times
are
different
now,
so
we
need
more
and
more
data
to
collect
and
process
from
our
website,
we
need
to
understand
more
and
more
precisely
what
visitors
of
our
website
really
need,
we
need
to
better
aim
our
marketing
campaigns,
etc.
That
is
why,
surely,
there
is
a
need
of
additional
operations
on
data
which
are
on
our
website,
we
will
want
to
examine
every
area
of
the
website,
we
will
want
to
mark
every
visitor
in
a
better
way.
So,
there
will
be
some
play
at
more
advanced
implementation
and
use
of
GTM
possibilities.
In
this
part
there
are
the
most
useful
and
popular
advanced
configurations
of
tags
and
macros,
so
that
we
could
measure
everything
on
the
website
and
run
effective
marketing
campaigns.
The
examples
below
will
help
us
understand
better
the
work
of
Google
Tag
Manager
tool.
It
will
allow
us
to
move
easily
in
it
and
configure
any
tags.
Data Layer – what is it and what is it used for?
Before
we
move
to
advanced
implementations,
which
I
will
try
to
describe
step
by
step,
it
is
important
for
us
to
understand
one
of
the
most
important
functionality
of
GTM
that
is
Data
Layer.
What is Data Layer?
Data
Layer
is
a
combination
of
structured
API
Data
and
interfaces,
which
allow
making
use
of
a
universal
format
(JSON)
of
tagging
services
and
sending
data
to
the
management
system
(GTM).
In
this
way,
data
are
available
for
many
tools
with
no
need
to
tag
the
website
each
time
by
separate
formats
for
every
tool
which
we
want
to
connect.
Not
clear?

46.
46
Neither
to
me;)
So
in
simpler
words.
Having
many
marketing
systems
to
connect
to
our
website
we
have
to
add
for
each
time
a
special
code
(plugin)
for
every
tool
separately.
Each
tool
usually
works
in
a
different
way.
If
we
have
many
things
to
measure
(buttons,
purchase
systems,
basket,
etc.)
and
a
lot
of
tools,
there
can
be
quite
a
big
mess
on
our
website.
An
employee,
who
dealt
with
it,
quits
his
job
and
we
want
to
change
something
and
we
have
a
big
problem.
A
remedy
for
such
a
situation
is
just
Data
Layer
which
has
been
compared
before
to
the
universal
plugin
which
we
can
apply
in
every
country.

47.
47
Data
Layer
is
a
kind
of
"translator”
like
English
for
different
kind
of
tools,
as
far
as
data
on
our
website
are
concerned.
Everyone
loves
their
mother
tongue
but
not
everywhere
in
the
world
we
can
communicate
in
it
and
we
need
a
universal
language.
In
our
world,
if
we
want
or
not,
it
is
English.
In
the
world
of
data
it
is
Data
Layer.
Thanks
to
this
information
from
the
website
such
as
events
(e.g.
button
clicks)
or
values
can
be
sent
to
Google
Tag
Manager
just
by
Data
Layer.
After
that
in
the
GTM
tool
itself
we
create
rules
on
the
basis
of
these
values.
For
example
“Call
a
remarketing
code
(tag)
when
the
value
of
a
basket
is
higher
than
300
USD
(variable=basket,
value=300).
Rules
can
be
in
this
case
created
for
each
tool
which
is
connected
on
our
website.
That
is
the
secret
of
Data
Layer.
Data
Layer
fulfills
also
other
roles.
It
allows
to
separate
data
from
the
layer
of
the
website
code
(html,
css).
As
we
separated
the
style
layer
before
(how
the
website
looks
like)
thanks
to
CSS
language,
now
we
separate
data
from
the
layer
of
the
website
code
itself.
While
modifying
something
on
any
layer
we
do
not
violate
the
structure
of
the
rest.
It
gives
security
and
order
in
administering
of
our
services.

48.
48
How
does
Data
Layer
look
like?
Data
Layer
is
built
into
the
container
code,
if
we
want
to
send
information
from
the
website
(e.g.
events
like
clicks)
you
have
to
only
send
them
to
Data
Layer
with
the
help
of
push
method.
For
example,
if
we
want
to
send
information
to
Data
Layer
that
somebody
has
clicked
the
button
we
place
the
following
code
fragment
in
the
website
code:
<a
href="#"
onclick="dataLayer.push({'event':
'sample-­‐link'});">Sample
link</a>
If
someone
has
something
in
common
with
Javascript
language
they
know
that
the
push
method
simply
adds
data
to
the
array.
And
this
just
happens.
For
those
who
are
not
familiar
with
issues
of
programming,
information
that
method
works
the
same
like
in
the
case
of
labeling
events
in
Google
Analytics
is
enough.
In
this
example,
at
the
onclick
moment
the
information
to
Data
Layer
that
the
event
happened
with
the
value
‘sample-­‐link’
is
sent.
In
this
way
this
information
can
be
used
by
any
tag
which
is
installed
on
the
website
by
GTM.
For
example,
we
can
“order”
Google
Analytics
to
register
onclick
events,
we
can
“order”
remarketing
tag
to
mark
the
user
who
has
clicked
on
the
link
(to
add
them
to
the
list
of
users
who
have
clicked
on
the
link)
or
we
can
register
the
conversion
in
AdWords
with
the
help
of
tag
of
AdWords
conversion
tracking.
One
event
label
which
was
sent
to
Data
Layer
and
many
possibilities
of
being
used
by
many
tools.
This
is
the
power
of
Data
Layer.

49.
49
Adding variables and values to Data Layer
In
the
previous
paragraph
we
have
added
one
variable
(event)
and
one
value
(sample-­‐link)
to
Data
Layer2
.
Such
adding
data
to
Data
Layer
will
take
place
only
just
when
the
website
is
loaded
and
the
user
clicks
on
the
marked
link.
However,
we
can
send
data
earlier
during
loading
the
website.
In
this
way
tags
which
will
be
loading,
while
loading
the
website,
will
be
able
to
use
data
sent
to
Data
Layer.
We
have
to
send
such
data
at
the
moment
of
downloading
the
website.
We
do
this
by
a
simple
array
(again
the
element
very
well-­‐known
to
people
who
know
Javascript).
The
empty
table
looks
like
this:
The
essential
fact
is
that
the
array
of
Data
Layer
is
above
the
container
script.
It
is
very
important.
Now
we
will
add
pairs
of
information
(variable
and
value)
inside
this
array.
We
will
explain
how
it
looks
like
in
a
moment.
A
good
example
is
information
if
the
user
who
has
entered
the
website
is
logged
in
or
not.
If,
for
example,
the
user
is
not
logged
in
we
add
him
to
the
remarketing
list
of
people
who
2
Of
course
we
can
send
such
pairs
variable
:
value
as
many
as
we
want
for
one
event.
More
in
Google
Tag
Manager
help.

50.
50
have
not
been
registered
yet.
If
we
have
such
a
case,
it
is
important
so
that
data
get
to
GTM
as
soon
as
possible.
In
this
situation
we
have
to
send
information
while
loading
an
individual
subpage.
That
is
why
we
send
information
about
the
kind
of
user
to
Data
Layer.
In
this
example
we
added
two
pieces
of
information.
variable:
“visitor-­‐type”
of
value
–
“unregistered”
and
variable:
“category”
of
value
–
“signup”.
Except
information
about
the
kind
of
a
user,
we
have
send
at
once
information
about
the
kind
of
the
subpage
(category)
which
the
user
is
on.
The
unregistered
user
found
himself
on
the
“signup”
subpage.
The
website
category
may
be
helpful
e.g.
in
a
dynamic
remarketing.
Thanks
to
the
fact
that
data
were
immediately
in
Data
Layer,
tags
which
are
loaded
on
the
website
can
make
use
of
these
data
at
once
with
no
need
of
any
visitor's
action
on
the
website.
We
can
send
any
amount
of
data
to
Data
Layer.
There
is
one
question
which
can
occur
-­‐

51.
51
Where
are
these
data
to
get
from?
Unfortunately,
in
this
particular
situation,
our
website
will
often
require
interventions
of
somebody
who
will
be
able
to
send
data
programmatically
to
Data
Layer
e.g.
from
our
shop
or
registration
system
(data
from
a
data
base,
server).
If
somebody
has
used
the
ecommerce
Google
Analytics
module
on
their
website,
the
matter
of
sending
variable
values
to
Data
Layer
is
analogical.
Simply
speaking
(not
programmatically):
in
Data
Layer
there
must
be
values
from
our
shop,
from
a
sales
module,
etc,
which
will
be
recorded
clearly
for
GTM
(read:
variable
–
value).
It
can
be
e.g.
a
basket
value
which
will
be
sent
to
Data
Layer
from
our
shop,
thanks
to
which
GTM
(and
other
tags
installed
there)
will
be
able
to
use
this
value
e.g.
to
create
conditions
of
firing
tags.
NOTICE:
Data
Layer
is
not
required
in
any
way.
Without
Data
Layer,
GTM
will
also
fulfill
its
role
of
“tag
storage
and
management”.
However,
lack
of
Data
Layer
limits
a
lot
possibilities
which
GTM
gives
to
us.
After
this
short
comment
about
what
Data
Layer
consists
in
we
can
go
to
more
advanced
examples
of
using
GTM
in
work
with
measuring
our
activity
in
the
Internet.
If
we
want
to
see
what
was
loaded
to
Data
Layer
we
can
easily
check
it
with
the
help
of
the
console
for
programmers
for
example
in
Chrome
browser.
We
enter
the
menu
View
-­‐>
Developer
-­‐>
Javascript
console.