THE NEW
Shuki Mann
shuki@booot.co.il
www.booot.co.il
GTM
IS
+ WP + GA
shuki@booot.co.il www.booot.co.il
ME
• 28, Married + 2
• Road bike rider
• B.s.w
• M.B.A
• Google Partner & Google Analyti...
shuki@booot.co.il www.booot.co.il
MEASUREMENT MODEL THAT
WORKS !!!
1. What is your business trying to do?
2. What are your...
shuki@booot.co.il www.booot.co.il
MEASUREMENT MODEL THAT
WORKS !!!
1. What is your business trying to do?
2. What are your...
shuki@booot.co.il www.booot.co.il
MEASUREMENT MODEL THAT WORKS !!!
shuki@booot.co.il www.booot.co.il
ACCOUNT STRUCTURE
google login
account
container
A - client A
container
B - client B
con...
shuki@booot.co.il www.booot.co.il
JSON array
key-value pair
GTM’s raison d'être
Before GTM snippet - dataLayer = [{‘key’:’...
shuki@booot.co.il www.booot.co.il
• Google Analytics (Universal/Classic)
Google Adwords Conversion
Custom HTML
Third party...
shuki@booot.co.il www.booot.co.il
TAGS EXAMPLES
shuki@booot.co.il www.booot.co.il
TAGS EXAMPLES
Custom Dimensions & Custom Metrics - The Full Guide
shuki@booot.co.il www.booot.co.il
CUSTOM DIMENSIONS (Yeah!)
Custom Dimensions & Custom Metrics - The Full Guide
shuki@booot.co.il www.booot.co.il
CUSTOM DIMENSIONS (Yeah!)
Custom Dimensions & Custom Metrics - The Full Guide
shuki@booot.co.il www.booot.co.il
CUSTOM DIMENSIONS
Custom Dimensions & Custom Metrics - The Full Guide
• ga(‘send’ , ‘pag...
shuki@booot.co.il www.booot.co.il
CUSTOM DIMENSIONS
Custom Dimensions & Custom Metrics - The Full Guide
shuki@booot.co.il www.booot.co.il
CUSTOM DIMENSIONS
Custom Dimensions & Custom Metrics - The Full Guide
shuki@booot.co.il www.booot.co.il
TAGS EXAMPLES
• Adwords Remarketing with custom params from
dL
Adwords Conversion with d...
shuki@booot.co.il www.booot.co.il
TAGS - Auto Event Listeners
• Link Click - <a href> -> gtm.linkClick event
Click - oncli...
shuki@booot.co.il www.booot.co.il
JSON array
key-value pair
GTM’s raison d'être
Before GTM snippet - dataLayer = [{‘key’:’...
shuki@booot.co.il www.booot.co.il
TAGS - Auto Event Listeners - Example
• <html>
<head>
<title>My Page</title>
</head>
<bo...
shuki@booot.co.il www.booot.co.il
TAGS - Auto Event Listeners
shuki@booot.co.il www.booot.co.il
TAGS - Auto Event Listeners
shuki@booot.co.il www.booot.co.il
shuki@booot.co.il www.booot.co.il
RULES
• [macro][operator][value]
contains, equals, matches RegEx
2 condition, same rule ...
shuki@booot.co.il www.booot.co.il
MACROS
• = Functions
Must return a value with “return”
You can even use the macro inside...
shuki@booot.co.il www.booot.co.il
MACRO EXAMPLES
• Constant String - very useful for
GA/Adwords code
shuki@booot.co.il www.booot.co.il
MACRO EXAMPLES
• Constant String - very useful for
GA/Adwords code
HTML tag with macro
A...
shuki@booot.co.il www.booot.co.il
MACRO EXAMPLES
• Constant String - very useful for
GA/Adwords code
HTML tag with macro
A...
shuki@booot.co.il www.booot.co.il
MACRO EXAMPLES
• Constant String - very useful for
GA/Adwords code
HTML tag with macro
A...
shuki@booot.co.il www.booot.co.il
REAL EXAMPLE - 1
shuki@booot.co.il www.booot.co.il
REAL EXAMPLE - 1
shuki@booot.co.il www.booot.co.il
REAL EXAMPLE - 2
REAL EXAMPLE - eCommerce Tracking
REAL EXAMPLE - eCommerce Tracking
REAL EXAMPLE - 4
REAL EXAMPLE - 4
<script>
dataLayer = [{'post_title' : '<?php echo get_the_title();?>’ }]
</script>
<!-- GTM Code -->
shuki@booot.co.il www.booot.co.il
dataLayer = [{
'gtm.blacklist': ['<html>', '<nonGoogleScripts >', ...]
'gtm.whitelist': ...
shuki@booot.co.il www.booot.co.il
Tags: Category - Type - what it does
(meaningful)
ex: GA - Event - click on menu item
ex...
shuki@booot.co.il www.booot.co.il
THE END
THANK YOU :)
contact me at: shuki@booot.co.il
read my posts: www.booot.co.il
be ...
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Google Tag Manager + Wordpress - Wordcamp 2014 Presentation

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המצגת של ההרצאה שלי בכנס וורדקמפ 2014.
המצגת הסבירה על קצה המזלג מה זה גוגל תג מנג׳ר, מה אפשר לעשות איתו ובאילו דברים אפשר להעזר בו בוורדפרס

Published in: Marketing, Technology, Business

Google Tag Manager + Wordpress - Wordcamp 2014 Presentation

  1. 1. THE NEW Shuki Mann shuki@booot.co.il www.booot.co.il GTM IS + WP + GA
  2. 2. shuki@booot.co.il www.booot.co.il ME • 28, Married + 2 • Road bike rider • B.s.w • M.B.A • Google Partner & Google Analytics Qualified • Google Adwords • Google Analytics • Google Tag Manager • Google Facebook • Google Wordpress :) • etc.
  3. 3. shuki@booot.co.il www.booot.co.il MEASUREMENT MODEL THAT WORKS !!! 1. What is your business trying to do? 2. What are your goals? 3. KPIs 4. Define “success” 5. Segment 5X3: A - Acquisition B - Behavior C - Conver$ion$$$
  4. 4. shuki@booot.co.il www.booot.co.il MEASUREMENT MODEL THAT WORKS !!! 1. What is your business trying to do? 2. What are your goals? (SMART: Specific Measurable Achievable Relevant Time- bound) 3. KPIs 4. Define “success” 5. Segment 5X3: A - Acquisition B - Behavior C - Conver$ion$$$ EBAY sell products attract sellers • more visitors (panda 4.0?) • more returning buyers • satisfied customers • increase customer spend per order • incentives • conference • more products • more non-branded traffic • newsletter open-rate • more feedback/positive feedback • faster support • avg. order value • 20% more visitors from GOOG • +10% signups, +2.3% open rate • 4.5 stars avg. for each category • traffic source • device • day of visit • hour of day • product price
  5. 5. shuki@booot.co.il www.booot.co.il MEASUREMENT MODEL THAT WORKS !!!
  6. 6. shuki@booot.co.il www.booot.co.il ACCOUNT STRUCTURE google login account container A - client A container B - client B container C - client C Tags, Macros, Rules… Tags, Macros, Rules… Tags, Macros, Rules… google login account B - client B container A - site container B - lps Tags, Macros, Rules… Tags, Macros, Rules… account A - client A container C - shop Tags, Macros, Rules… container A - site container B - lps Tags, Macros, Rules… Tags, Macros, Rules… container C - shop Tags, Macros, Rules…
  7. 7. shuki@booot.co.il www.booot.co.il JSON array key-value pair GTM’s raison d'être Before GTM snippet - dataLayer = [{‘key’:’value’}] After GTM snippet - dataLayer.push({‘key’:’value’}) Layer with L <a href=“www.paypal.com” onclick=“dataLayer.push({‘price’:’100’});”>100 ILS</a> <a href=“www.paypal.com” onclick=“dataLayer.push({‘price’:’130’});”>130 ILS</a> <a href=“www.other-site.com” onclick=“dataLayer.push({‘event’:’outbound’});”>Exit this site</a> dataLayer
  8. 8. shuki@booot.co.il www.booot.co.il • Google Analytics (Universal/Classic) Google Adwords Conversion Custom HTML Third party platforms …Event listeners!!! Tags are the “WHAT to do” TAGS
  9. 9. shuki@booot.co.il www.booot.co.il TAGS EXAMPLES
  10. 10. shuki@booot.co.il www.booot.co.il TAGS EXAMPLES Custom Dimensions & Custom Metrics - The Full Guide
  11. 11. shuki@booot.co.il www.booot.co.il CUSTOM DIMENSIONS (Yeah!) Custom Dimensions & Custom Metrics - The Full Guide
  12. 12. shuki@booot.co.il www.booot.co.il CUSTOM DIMENSIONS (Yeah!) Custom Dimensions & Custom Metrics - The Full Guide
  13. 13. shuki@booot.co.il www.booot.co.il CUSTOM DIMENSIONS Custom Dimensions & Custom Metrics - The Full Guide • ga(‘send’ , ‘pageview’, {‘dimension1’ : ‘author_name’ }); ga(‘send’ , ‘pageview’, {‘dimension1’ :' <?php echo get_the_author();?> ' }); <script> dataLayer = [{‘dimension1’ : <?php echo get_the_author();?>}] <script>
  14. 14. shuki@booot.co.il www.booot.co.il CUSTOM DIMENSIONS Custom Dimensions & Custom Metrics - The Full Guide
  15. 15. shuki@booot.co.il www.booot.co.il CUSTOM DIMENSIONS Custom Dimensions & Custom Metrics - The Full Guide
  16. 16. shuki@booot.co.il www.booot.co.il TAGS EXAMPLES • Adwords Remarketing with custom params from dL Adwords Conversion with dynamic value (macro)
  17. 17. shuki@booot.co.il www.booot.co.il TAGS - Auto Event Listeners • Link Click - <a href> -> gtm.linkClick event Click - onclick -> gtm.click event Form Submit - submit -> gtm.formSubmit Timer - gtm.timer JS - gtm.pageError History - AJAX Case sensitive! Competing listeners <html> <head> <title>My Page</title> </head> <body> <!-- Google Tag Manager Container here --> <div id="main"> <a id=“A” href=“http://www.A.co.il”>A</a> <a id=“B” href=“http://www.B.co.il”>B</a> </div> </body> </html>
  18. 18. shuki@booot.co.il www.booot.co.il JSON array key-value pair GTM’s raison d'être Before GTM snippet - dataLayer = [{‘key’:’value’}] After GTM snippet - dataLayer.push({‘key’:’value’}) Layer with L <a href=“www.paypal.com” onclick=“dataLayer.push({‘price’:’100’});”>100 ILS</a> <a href=“www.paypal.com” onclick=“dataLayer.push({‘price’:’130’});”>130 ILS</a> <a href=“www.other-site.com” onclick=“dataLayer.push({‘event’:’outbound’});”>Exit this site</a> dataLayer
  19. 19. shuki@booot.co.il www.booot.co.il TAGS - Auto Event Listeners - Example • <html> <head> <title>My Page</title> </head> <body> <!-- Google Tag Manager Container here --> <div id="main"> <a id=“A” href=“http://www.A.co.il”>A</a> <a id=“B” href=“http://www.B.co.il”>B</a> </div> </body> </html>
  20. 20. shuki@booot.co.il www.booot.co.il TAGS - Auto Event Listeners
  21. 21. shuki@booot.co.il www.booot.co.il TAGS - Auto Event Listeners
  22. 22. shuki@booot.co.il www.booot.co.il
  23. 23. shuki@booot.co.il www.booot.co.il RULES • [macro][operator][value] contains, equals, matches RegEx 2 condition, same rule = AND 2 different rules = OR GTM goes to dataLayer to find the value of objects ONLY when they’re events. Blocking Rule always win 1st: gtm.js 2nd: gtm.dom 3rd: gtm.load Rules are the “WHEN to do”
  24. 24. shuki@booot.co.il www.booot.co.il MACROS • = Functions Must return a value with “return” You can even use the macro inside your HTML tag! Exactly like regular function. Every Macro return value. JS Macro must include “return” Auto event - the DOM element that triggered the event.
  25. 25. shuki@booot.co.il www.booot.co.il MACRO EXAMPLES • Constant String - very useful for GA/Adwords code
  26. 26. shuki@booot.co.il www.booot.co.il MACRO EXAMPLES • Constant String - very useful for GA/Adwords code HTML tag with macro Auto-Event vars
  27. 27. shuki@booot.co.il www.booot.co.il MACRO EXAMPLES • Constant String - very useful for GA/Adwords code HTML tag with macro Auto-Event vars Lookup Table!!
  28. 28. shuki@booot.co.il www.booot.co.il MACRO EXAMPLES • Constant String - very useful for GA/Adwords code HTML tag with macro Auto-Event vars Lookup Table!! dataLayer!!!!!
  29. 29. shuki@booot.co.il www.booot.co.il REAL EXAMPLE - 1
  30. 30. shuki@booot.co.il www.booot.co.il REAL EXAMPLE - 1
  31. 31. shuki@booot.co.il www.booot.co.il REAL EXAMPLE - 2
  32. 32. REAL EXAMPLE - eCommerce Tracking
  33. 33. REAL EXAMPLE - eCommerce Tracking
  34. 34. REAL EXAMPLE - 4
  35. 35. REAL EXAMPLE - 4 <script> dataLayer = [{'post_title' : '<?php echo get_the_title();?>’ }] </script> <!-- GTM Code -->
  36. 36. shuki@booot.co.il www.booot.co.il dataLayer = [{ 'gtm.blacklist': ['<html>', '<nonGoogleScripts >', ...] 'gtm.whitelist': ['<ID>', '<class>', '<ID>', ...] }]; Black wins! Classes have relationships (nonGooglePixels > nonGoogleScripts) SECURITY
  37. 37. shuki@booot.co.il www.booot.co.il Tags: Category - Type - what it does (meaningful) ex: GA - Event - click on menu item ex: Adwords - Conversion - 10x pages Macro: Type - what is does ex: Lookup Table - change A macros by B Rules - Where/When it happens ex: All pages, event equals NAMING
  38. 38. shuki@booot.co.il www.booot.co.il THE END THANK YOU :) contact me at: shuki@booot.co.il read my posts: www.booot.co.il be my friend: www.facebook.com/mann.shuki

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