Google Tag Manager: The Basics

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This presentation covers the basics of Google Tag Manager and explains how it can be used to better an online business.

For more information, visit the Blue Fountain Media website.

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Google Tag Manager: The Basics

  1. 1. Google Tag Manager Basics Why and How to Get Started
  2. 2. Provided by: Blue Fountain Media Page 2 Why am I doing this? 1. Limited development needed 2. Easy to roll back changes 3. Custom macros are awesome 4. Consolidated view of all tracking, across tools 5. Clean code means a fast site and happy developers 6. Instant testing 7. …also Universal Analytics means you have to swap code anyway
  3. 3. Provided by: Blue Fountain Media Page 3 Initial Setup • Create an account – Each web property that you own should have a unique account within a single login so that everything is easily accessible – If you are running Google Analytics, your Tag Manager accounts should be owned by the same email as your analytics account
  4. 4. Provided by: Blue Fountain Media Page 4 Initial Setup • Create a container – Containers hold all of the tags for a specific property – Applies to websites as well as apps
  5. 5. Provided by: Blue Fountain Media Page 5 Initial Setup • Send code snippet to your development team, or simply enter it yourself after the opening <body> tag for your website – This ONE CODE controls ALL of your event tracking* *mostly
  6. 6. Provided by: Blue Fountain Media Page 6 Initial Setup • Install the Tag Assistant plugin for Chrome [here: https://chrome.google.com/webstore/detail/tag-assistant-by- google/kejbdjndbnbjgmefkgdddjlbokphdefk/details] Verifies tag placement – Makes suggestions for tagging improvements
  7. 7. Provided by: Blue Fountain Media Page 7 Initial Setup • GTM Mechanics: Tag complete tracking snippet • GA code • Event tracking • Goal tracking What do I want to track? Rule when a tag should fire • On /thank-you • After 10 seconds • On social click Where/when should this be tracked? Macro what dynamic info should be passed through a tag • Event name • URL • Referrer What elements will trigger a tag?
  8. 8. Provided by: Blue Fountain Media Page 8 Initial Setup Versions & Drafts • As you create tags, all new elements will be saved in a “Container Draft” • When you are ready to launch new tags, view Container Draft > Overview • Click “Create Version” to bundle new tags with any existing tracking • You can “Preview” what your site looks like with a new Container applied to it • After QA-ing, click “Publish” to launch the latest version of your tracking • At any time, you can easily roll back to an earlier “version” of tracking
  9. 9. z Provided by: Blue Fountain Media Page 9 Use Cases A step-by-step view of common
  10. 10. Provided by: Blue Fountain Media Page 10 Task: Set up Google Analytics • Create a new tag with Tag Type “Universal Analytics” • Insert Analytics tracking ID • Set Track Type to “Page View” What do I want to track? Google Analytics data!
  11. 11. Provided by: Blue Fountain Media Page 11 Task: Set up Google Analytics • Create a new rule called “All pages” • Set conditions to be: {{url}} matches RegEx .* Where/when should this be tracked? All pages!
  12. 12. Provided by: Blue Fountain Media Page 12 Task: Set up Event Tracking In this example we’ll set up event tracking for PDF downloads. First we have to tell Tag Manager to monitor all user clicks throughout the site. • Create a new tag called “Link Click Listener” • Set Tag Type “Event Listener > Link Click Listener” • Add a Firing Rule of “All pages” – This should already exist from Analytics tag setup What do I want to track? Site clicks!
  13. 13. Provided by: Blue Fountain Media Page 13 Task: Set up Event Tracking Now we can specify which link clicks we’re most interested in • Create a new rule called “PDF link click” • Set the first condition {{event}} equals gtm.linkClick • Add second condition {{element url}} matches RegEx .pdf Repeat this step for any additional link clicks that should be tracked as events. Where/when should this be tracked? PDF download buttons!
  14. 14. Provided by: Blue Fountain Media Page 14 Task: Set up Event Tracking • Create a new tag called “Analytics Event – PDF Download” • Set Tag Type to “Universal Analytics” • Insert Analytics tracking ID • Set Track Type to “Event” • Enter the Category, Action & Label you want to log in Analytics • Add a Firing Rule of “PDF link click” that you just created Repeat this step for any additional events that need to be created based on unique links. Save a new “version” of the container and publish to activate event tracking. What do I want to track? Google Analytics events!
  15. 15. Provided by: Blue Fountain Media Page 15 Task: Set up Form Submission In this example we’ll set up event tracking for form submissions. First we have to tell Tag Manager to monitor all form submissions throughout the site. • Create a new tag called “Form Submit Listener” • Set Tag Type “Event Listener > Form Submit Listener” • Add a Firing Rule of “All pages” – This should already exist from Analytics tag setup What do I want to track? Form submissions!
  16. 16. Provided by: Blue Fountain Media Page 16 Task: Set up Form Submission Now we can specify which form submissions we’re most interested in • Create a new rule called “Contact form submit” • Set a condition {{event}} equals gtm.formSubmit Where/when should this be tracked? Form submission buttons!
  17. 17. Provided by: Blue Fountain Media Page 17 Task: Set up Form Submission • Create a new tag called “Analytics Event – Form Submit” • Set Tag Type to “Universal Analytics” • Insert Analytics tracking ID • Set Track Type to “Event” • Enter the Category, Action & Label you want to log in Analytics • Add a Firing Rule of “Contact form submit” that you just created Save a new “version” of the container and publish to activate event tracking. What do I want to track? Google Analytics events!
  18. 18. Provided by: Blue Fountain Media Page 18 Task: Set up Ecommerce Tracking • Send the following link to the development team and request that they setup a data layer on checkout confirmation pages. https://support.google.com/tagmanage r/answer/3002596?hl=en
  19. 19. Provided by: Blue Fountain Media Page 19 Task: Set up Ecommerce Tracking • Create a new tag called “Analytics – Ecommerce Tracking” • Set Tag Type to “Universal Analytics” • Insert Analytics tracking ID • Set Track Type to “Transaction” • Add a Firing Rule of “All pages” – This should already exist from Analytics tag setup Save a new “version” of the container and publish to activate event tracking. What do I want to track? Google Analytics events!
  20. 20. Provided by: Blue Fountain Media Page 20 z THANK YOU. Visit us at: www.bluefountainmedia.com Get to know us: Twitter: @BFMWeb Facebook: www.facebook.com/bfmweb Speak with us: 212.260.1978 102 Madison Avenue, Floor 2 New York, NY 10016

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