Tag Management Systems

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Google Tag Manager

Google Tag Manager

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  • Having worked with businesses in a lot of different industry verticals, I can confidently say that analytics is important to everyone and needs to be tailored to each business.
  • This led me to Google Tag Manager as a quick way to update a client’s code base on their site and deploy two versions of Google Analytics at the same time.I quickly noticed that it was so much more.Super PowerfulGreat, Intuitive InterfaceFree
  • General Introduction to Google Tag Manager
  • Want to re-target NON Branded Organic Google Search, have the referrer be Google, URL not equal the homepage or have any tracking parameters on it.
  • For a co-deployment between Universal and GA, we simply set the same rule to fire both UA and GA Tags.
  • Doug had a better naming convention in his tags that I did. Don’t pay too close of attention here.
  • As you can see, for some reason the GTM custom dimensions are not sorted in any sort of usable order. Certainly not the order I created them in.
  • The above funnel shows users who did all the steps in a particular funnel and can be created completely on the fly (similar to goal flow report, but not based on users not sessions).One of the things that I like about KissMetrics is that the data is reprocessed and that the visitor stitching is also retroactive. So as soon as you alias a login to the clientID, all reports will reprocess within a day or so to represent the new data set.
  • The above funnel shows users who did all the steps in a particular funnel and can be created completely on the fly (similar to goal flow report, but not based on users not sessions).One of the things that I like about KissMetrics is that the data is reprocessed and that the visitor stitching is also retroactive. So as soon as you alias a login to the clientID, all reports will reprocess within a day or so to represent the new data set.
  • Basic JSON Object of Name / Value combinations that provides a simple structured of exposing information you want to pass into a some tool, like a Tag Management System.
  • One of the most important aspects of determining the values that are passed to the data layer, are the companies business objective themselves. This business…. (explain what they do).
  • Clear next step is to focus on acquiring traffic targeted the courses that have a higher propensity to lead to conversion.Creating different funnel visualizations between Course Page > Registration Form, or course page to registration completion.Web Dev and project management had a lot of people make it to the REG form but not complete the form.

Transcript

  • 1. About @analyticsninja Loves working with fun businesses
  • 2. Goals of this presentation • Discuss the benefits of Tag Management Systems • Provide a general overview and training for how to use Google Tag Manager • Tactical implementation example
  • 3. THANK YOU
  • 4. Many different TMS options
  • 5. http://juliencoquet.com/en/2014/01/22/tag-management-miracle-cure/
  • 6. Use Case: Teams in US West Coast, Europe, Australia, Israel
  • 7. Manage Permissions
  • 8. Track Changes
  • 9. Preview and Debug mode
  • 10. Preview and Debug mode
  • 11. Basic Intro to GTM • Tags  pixels or javascript • Rules  cause tags to fire – URLs / hostnames / referrers – Values or Conditions present in Macro • Macros  values • Events  trigger rules to execute if conditions are not already present to fire tag when GTM loads.
  • 12. Rules
  • 13. Rules
  • 14. Rules
  • 15. Rules
  • 16. Sample Universal Analytics Tags
  • 17. Sample Universal Analytics Macros
  • 18. Sample Universal Analytics Macros
  • 19. Inside the Universal Analytics Tag
  • 20. Quickly extend GA implementation
  • 21. Adwords RLSA
  • 22. Surprise Client with Reason to Personalize
  • 23. Surprise Client with Reason to Personalize
  • 24. http://www.simoahava.com/webdevelopment/universal-analyticsweather-custom-dimension/
  • 25. Data Layer
  • 26. Smart Data Layer => Smart Decisions
  • 27. Smart Data Layer => Smart Decisions
  • 28. Smart Data Layer => Smart Decisions
  • 29. Course Technology > Course Name
  • 30. Smart Data Layer => Smart Decisions