Google Tag Manager - 1 Tag To Rule Them All (GABC 2013)

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How Google Tag Manager will help you manage your marketing tags, from GA over UA to Adwords and DoubleClick, and many more.

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  • Thank you for your feedback Siegert. I also wanted to confirm with you that if a website is using GTM to fire all tags including GA, inserting teh Google Analytics Content Experiment code directly onto the website page while still using the GTM container won't work due to the similar asynchronous load issue, correct? i.e., Since GTM controls when the GA code executes, if the page has the Google Analytics Content Experiment code for A/B testing, it is possible that the page will load before the GTM loads and hence the page will error as the GA tags haven't fired yet. So, if the website is using GTM to manage tags including GA, one cannot use the Google Analytics Experiment option since all of the GA code needs to be inline on the pages not through GTM. What other testing options exist for those who are using GTM?
    Would creating a rule in GTM to exclude a certain page (page we want to test) from firing the GTM code and instead include the full GA snippet (tracking and testing) inline on the control page work and if so is this the only option at this point?
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  • Hi Mraber,

    You are right that within GTM the AB Testing is not functioning well. At the launch of GTM it was communicated that this would work without a problem, and we needed to experience the issues you refer to as well.
    Other Tag Management solutions such as Tealium do offer these capabilities, but at this stage GTM is not the ideal solution for this requirement.
    Thank you for your feedback!
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  • from the slides it appears as one can add GA A/B testing Experiment snippet. However, I do not see reference in teh GTM documentation that indicates that A/B testing snippet can now be used with GTM. The concern was that GTM tags are loaded asynchronously and including A/B testing will render undesired user experience and undesired GA tracking
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Google Tag Manager - 1 Tag To Rule Them All (GABC 2013)

  1. 1. Google Tag Manager:1 Tag To Rule Them AllGoogle Analytics Business Conference30 May 2013Siegert Dierickxsiegert.dierickx@thesedays.com - @siegertd
  2. 2. THE WEB ANALYTICS EVOLUTION1990 1993 1995 1996 1997 1999 2004 2005 2006 20102012
  3. 3. THE WEB ANALYTICS EVOLUTION1990 1993 1995 1996 1997 1999 2004 2005 2006 20102012IT WebMasterMarketingManagerCMO,VPMarketingHits Page ViewsVisitsVisitorsToSBounce rateEngagementConversionEvents
  4. 4. DIGITAL ANALYTICS PROCESSOptimizationReporting & AnalysisImplementationPlan of ApproachInsight Generation
  5. 5. IT INVOLVEMENT IS STILL REQUIREDImplementationQuality AssuranceTag ImplementationTracking Guidelines
  6. 6. TAGGINGHAS BECOMEA FACT OF LIFEFORDIGITAL MARKETERS
  7. 7. TAG OVERLOAD8 different tagsTool: Chrome Plugin: Ghostery
  8. 8. TAG OVERLOAD10 different tagsTool: Chrome Plugin: Ghostery
  9. 9. TAG OVERLOAD16 different tagsTool: Chrome Plugin: Ghostery
  10. 10. TAG OVERLOAD25 different tagsTool: Chrome Plugin: Ghostery
  11. 11. 14%26%38%42%47%50%59%62%64%88%RecommendationsVoice of the CustomerSocial MediaAudience MeasurementTestingBehavioral TargetingAffiliate MarketingAd ServingSearch MarketingWeb AnalyticsReeks 1Source: Forrester Research, Inc. – Understanding Tag Management Tools And Technology - 2012
  12. 12. TAG COMPLEXITY■ Rapid changing site technologies require new tag implementationskills■ Emerging channels■ Multi-device tracking■ Cross-domain tracking■ Event focused■ Responsive design■ …
  13. 13. TAG GOVERNANCE■ Management of tags is a constant battle■ Measurement is rarely a priority for IT (still today)■ Site updates happen in waves■ No responsibility■ No quality assurance■ No processes■ Ad-hoc requirements■ Tags are rarely de-activated■ ….
  14. 14. MOST COMMON ISSUES36%55%55%55%75%86%0% 20% 40% 60% 80% 100%Tags causing page errorsNegative impact on page loadTags collect wrong dataTags on wrong pagesDeployment cycles cause delaysIncorrect/Missing tagsReeks 1Source: These Days Research – 2012/2013
  15. 15. AS A SIDE NOTE:DON’T ALWAYS BLAME THE IT DEPARTMENT■ Digital analytics governance starts at the top!■ You required a project sponsor from management■ ‘Data Driven Marketing’ should be embedded in organizationalculture■ You should make people accountable and set tangible targets
  16. 16. CORRECTDATAFIRST,THEN BIG DATA
  17. 17. A CMS FOR TAGSwebsite website website website website websiteWeb analytics Ad serversA/B testsolutionsTargeting -segmentingPPC trackingAffiliatetrackingTag management
  18. 18. OVERALL BENEFITS■Drive Revenue by Increase site speed Implementing new solutions quickly■Reduce Costs by Saving on implementation time (and cost) Responding quickly to legislation and privacy concerns■Improve Effectiveness by Handling over control of tags to marketing Save development time Increasing tag complexity easily
  19. 19. FOR FREEConfident dataGet better insightsfor smarter decisionsMarketing agilityAdd tags anytime—no waitingQuick & easySimple for marketers, IT,and agencies
  20. 20. GET CAMPAIGNS LIVE QUICKLYAdd tags anytimeMarketing agility■Speed: publish in seconds■Usability: intuitive UI■Flexibility: user roles, multi-account support
  21. 21. GET BETTER INSIGHTS FOR SMARTER DECISIONSConfident data■Fast tag loading to collectmore data■Rules: tags fire whenthey should■Templates & error-checkingto avoid tagging mistakesRely on accurate tagging so you trust your data
  22. 22. DIY TAGGING – NO NEED TO BOTHER ITEasy interface to save you timeQuick & easy■View all your tags in oneplace■No need to access site code■Debug Console & Previewmode to self-check tags
  23. 23. GOOGLE TAG MANAGER PROCESS3. User acceptanceSuggest, test and acceptrules.Across multipleusers and roles Across multiplewebsits1. Container tag creation & insertion• Web analytics suites• Google adwords conversion tags• A/B testing tags• Segmentation tags• .....Javascriptsnippet2. Rule definition• Configure tagssettings andbehaviour.• Multiple rules• Multiple elements• Campaign based.• And much more ....Tag Containerjava script snippets.Javascript library(cloud/hosted)4. Deployment – to one ormultiple websites.
  24. 24. ■Google Analytics■Google Adwords■Clicktale■Doubleclick Floodlight■Google Remarketing■CriteoUsed tags:CASE: BEOBANK
  25. 25. Partnerdeliverstag(s)Tag(s)• TaggingGuidelines• Briefing• Bookdevelopers• Integration oftag(s) onpage(s)Testing onTD internalTest onstaginginternalTest onstagingexternalAcceptanceTrunk –CitibankmergingInternaltestingCitibankPublishTAG IMPLEMENTATION PROCESSIntegration of tag(s) ‘manually’ viathe CMS done by IT.
  26. 26. Partnerdeliverstag(s)Tag(s)• TaggingGuidelines• Briefing• Bookdevelopers• Integration oftag(s) onpage(s)Testing onTD internalTest onstaginginternalTest onstagingexternalAcceptanceTrunk –CitibankmergingInternaltestingCitibankPublishTIME SPENTDepending on availability, resourcesand technical factors:• Best-case scenario: 5 days• Worst-case case scenario: 2 weeks!
  27. 27. Partnerdeliverstag(s)Tag(s)• Briefing(TagMap)• Create tag inGTM• Create rule• Create macroTest indebug mode– TagManagerPublishNEW PROCESS – VIA
  28. 28. Partnerdeliverstag(s)Tag(s)• Briefing(TagMap)• Create tag inGTM• Create rule• Create macroTest indebug mode– TagManagerPublish1hour till – 1dayNEW PROCESS – TIME SPENT• Best-case scenario: 1 hour• Worst-case case scenario: 8 hours!
  29. 29.  Apply the required changes ourselves Apply them fast Without dependencies on IT Test immediately in the debug console Publish them immediately on the live websiteGOOGLE TAG MANAGER ALLOWED US TOReduce time spent with 97,5%!
  30. 30. ■Even if you have only a fewtags on your site■Frequent change of tags■Unefficient changeprocedures / deploymentcycles■When there is a need forcentralised tag management■For all site typesIS GOOGLE TAG MANAGEMENT OF INTERESTFOR YOU?
  31. 31. TODAY,TAG MANAGEMENTIS FAST BECOMINGACOMMODITY
  32. 32. 5 TIPS TO TAKE HOME
  33. 33. THE BRANDINTERACTIONCOMPANYTHE BRANDINTERACTIONCOMPANYSiegert Dierickxsiegert.dierickx@thesedays.com@siegertdThank you!

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