Google Tag Manager - Revolve Conference 2015
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Overview of Google Tag Manager and using it to track Events in Google Analytics
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Google Tag Manager - Revolve Conference 2015
- 1. 1 Google Tag Manager Revolve Conference, Oct 29 2015 Tina Arnoldi Marketing Consultant and Trainer 360InternetStrategy.com Twitter: tinaarnoldi YouTube: tinaarnoldi SlideShare: tinaarnoldi
- 2. 2 What we’re doing today • Overview of GTM. • Who cares? • Using it with Google Analytics & Events.
- 3. 3 What is a Tag? • A chunk of code that records something on your site and sends the data to a third party. • The action you want to measure. • Requires a trigger in order to fire.
- 4. 4
- 5. 5 What is Google Tag Manager (GTM)? • Free tool • Introduced in October 2012 • Requires a single snippet of code for recording actions • Web interface • No need for IT to add or rewrite site code
- 6. 6 Now on V. 2 as of this year • Terminology changes • Event listeners already on • Need to activate built-in variables
- 7. 7 Why bother? • Debugging • Speed • Flexible • Built-in tags
- 8. 8 How do I use it? • The site owner should set up an account – Then invite other users, such as an agency • Create a container for your website • Add the GTM tracking code to your site • Add tags to GTM & publish from within GTM
- 9. 9 Um, what’s a container? • A piece of code • Unique ID (like with GA) • One per web domain • Placed after the opening <body> tag
- 10. 10 Container versions • Published vs Draft • Can roll-back • Doesn’t break tracking when updating • Preview & debug before publishing
- 11. 11 A few more terms…
- 12. 12 Triggers • Determine when a tag should fire, or.. – When an action should occur • On all pages • When ___ (button) is clicked • When ___ (URL) ends with
- 13. 13 Variables • Used to capture dynamic or constant values –Dynamic – Transaction value –Constant – UA tag
- 14. 14 What is the Data Layer? “Contains all of the information that you want to pass to Google Tag Manager”
- 15. 15 So should I use it? • Maybe not…. • Do you need to add/change tags often? • Do you have a lot of third-party applications? • Are you tracking a lot of Events in GA?
- 16. 16 Does this replace Google Analytics? • No, it’s a way to deploy GA on your site. • You still need GA but it’s now a tag in GTM instead of code added directly to your site. • GTM does not report on GA data.
- 17. 17 It tells your site… • What to record… • On which pages… • And under which conditions
- 18. 18 What’s an “Event”? • Not automatically tracked in GA • Ex: Third-party links, click on mailto: or tel:, video interaction • Reference Web Afternoon SlideShare
- 19. 19 If you do use it… Have a plan • What tags are there now? • What do they do? • On which pages? • Is there a reason to add new tags?
- 20. 20 Think through existing/new Events • What happened? • What triggered it? • Where did it happen? • Category? • Action? • Label?
- 22. 22
- 23. 23
- 25. 25 Let’s track some stuff….
- 26. 26 Start with an AllClicksTrigger
- 27. 27
- 28. 28 Let’s look at this for the Revolve Conference site
- 29. 29 Check if the install worked
- 30. 30
- 31. 31
- 32. 32 The Data Layer info is related to the click I just did on the previous screen
- 33. 33 Enable built-in variables to tell GTM you want to use info from the Data Layer
- 35. 35
- 36. 36 Create a Trigger to tell a Tag when to fire
- 37. 37 Next, connect this Trigger to a Tag to make sure it works
- 38. 38
- 39. 39 Auto pull in Element & Text
- 40. 40 Category: ButtonClick isn’t a great name unless any button click is what’s important. Action: Pulls in click element which is revolveconference.com/register Label: Pulls in click text which is TICKETS- $499
- 41. 41 When will this tag fire? (On the ButtonClick Trigger)
- 42. 42 Um, what was the Trigger again?
- 43. 43 So how does this look in Google Analytics?
- 44. 44
- 46. 46 Event Action
- 47. 47 Event Label
- 49. 49
- 50. 50 Build a Trigger, then the Tag..
- 51. 51 Category: ButtonClick Action: ClickText (What did the button say?) Label: ClickURL (Where did that click take the visitor?)
- 52. 52
- 53. 53
- 54. 54 What if an existing implementation is a mess?
- 55. 55 You want to avoid this - multiple tags recording a single action
- 56. 56 #1 and #5 are the same action
- 57. 57 If you are doing clean-up • What I clicked • Where I was • What fired
- 58. 58 “I didn’t understand anything she said”
- 59. 59 My whole talk in 5 minutes • GTM replaces tracking code on your site. • All tags (like analytics) are entered in the GTM web interface instead of hard-coded on the site. • IT/Web – One time coding/install, no updates. • Marketers – Add tracking without code knowledge. • Have a plan first.
- 60. 60 Q & A Tina Arnoldi Twitter: tinaarnoldi YouTube: tinaarnoldi SlideShare: tinaarnoldi