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Digital Analytics with the
Google Tag Manager
Analytics Summit, Google Switzerland
Jonas Wendler, Project Manager Analytics
Monday, 25th of January 2016
Case
(•‿•)
Case
(•‿•)
How?
¯_(ツ)_/¯
Without Google Tag Manager
Code
Code
Code
Code
Code
Code
Facebook
Marketing
IT / Web
Agency
N
M
With Google Tag Manager
Facebook
Marketing
IT / Web
Agency
1
N
Code
In Action. Different Marketing Tags with 1 Code.
Characteristics of the Google Tag Manager
– Reduced costs due to reduced complexity
– Faster implementation & more flexible
– Fewer sources of error & better testing
– Cross-domain tracking support
– Automatic tracking of downloads,
external links, buttons etc.
What? (Use Case)
Conversion Tracking > Automatic Tracking
Automatic Tracking
Event Goal
Remarketing > Get the Attention of the Right Segment
Different Users /
Customers
with different intent
Buy
Inform
Contact
User
Interaction
User Segments
List A : Specific Interest
List C : Checkout Process
List D : Transaction
Cross-Device Tracking > UserId
Home
Work
Login > Get UserId
Login >
Remember
Enhanced E-Commerce > Understand the Shopper
User (Buy) Get Data Understand Customer
Cross-Domain Tracking > Way Easier.
With GTMWithout GTM
Hard-coded. Every time. Easier to change.
SEO > Yes, SEO (Markups / Schema)
Output (SERPs)
Code (Input)
Cool, but… why?
¯_(ツ)_/¯
Why? How did it help the client?
1. Lengthy Release Cycles (1-2 Months) immediate
– Faster Insights for Marketing & Management
– Agile Process
– Goal-oriented spending of Marketing Budget
2. Economies of Scale
But. (Not Another Funnel)
General Interest
Specific Interest
First Interaction
First Step in
Conversion
ConversionConversion
Channels (Acquisition)
Website / Page Visit
Page Visit + Minutes Spent + Scroll Depth
Remarketing List A
Interaction / Event (e.g. Accordion Click, Map Click) + Scroll
Remarketing List B
Checkout Process / First Form Step
Remarketing List C
Form Completion / Transaction
Remarketing List D (Loyalty)
./.
./.
./.
./.
“If you don’t know where you’re going,
any road will take you there.”
- George Harrison / Lewis Carroll, Alice in Wonderland
Thanks.
jwendler@yourposition.ch

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Digital Analytics with the Google Tag Manager (GTM)

  • 1. Digital Analytics with the Google Tag Manager Analytics Summit, Google Switzerland Jonas Wendler, Project Manager Analytics Monday, 25th of January 2016
  • 5. Without Google Tag Manager Code Code Code Code Code Code Facebook Marketing IT / Web Agency N M
  • 6. With Google Tag Manager Facebook Marketing IT / Web Agency 1 N Code
  • 7. In Action. Different Marketing Tags with 1 Code.
  • 8. Characteristics of the Google Tag Manager – Reduced costs due to reduced complexity – Faster implementation & more flexible – Fewer sources of error & better testing – Cross-domain tracking support – Automatic tracking of downloads, external links, buttons etc.
  • 10. Conversion Tracking > Automatic Tracking Automatic Tracking Event Goal
  • 11. Remarketing > Get the Attention of the Right Segment Different Users / Customers with different intent Buy Inform Contact User Interaction User Segments List A : Specific Interest List C : Checkout Process List D : Transaction
  • 12. Cross-Device Tracking > UserId Home Work Login > Get UserId Login > Remember
  • 13. Enhanced E-Commerce > Understand the Shopper User (Buy) Get Data Understand Customer
  • 14. Cross-Domain Tracking > Way Easier. With GTMWithout GTM Hard-coded. Every time. Easier to change.
  • 15. SEO > Yes, SEO (Markups / Schema) Output (SERPs) Code (Input)
  • 17. Why? How did it help the client? 1. Lengthy Release Cycles (1-2 Months) immediate – Faster Insights for Marketing & Management – Agile Process – Goal-oriented spending of Marketing Budget 2. Economies of Scale
  • 18. But. (Not Another Funnel) General Interest Specific Interest First Interaction First Step in Conversion ConversionConversion Channels (Acquisition) Website / Page Visit Page Visit + Minutes Spent + Scroll Depth Remarketing List A Interaction / Event (e.g. Accordion Click, Map Click) + Scroll Remarketing List B Checkout Process / First Form Step Remarketing List C Form Completion / Transaction Remarketing List D (Loyalty) ./. ./. ./. ./. “If you don’t know where you’re going, any road will take you there.” - George Harrison / Lewis Carroll, Alice in Wonderland