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GDPR within Google Tag Manager - Measurecamp 2018

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Making an effort to help your DPO with a
little bit of R and R markdown to reproduce how a Google Tag Manager account is set up, and what network calls it is sending to third parties.

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GDPR within Google Tag Manager - Measurecamp 2018

  1. 1. IMPACT EXTEND MEASURECAMP LONDON 2018
  2. 2. GDPRwithinGoogleTagManager Making an effort to help your DPO with a little bit of R By Danny Mawani Olsen /dannymawani @dannymawani
  3. 3. 1. Copenhagen based (That’s in Denmark) 2. Works for IMPACT EXTEND 3. 5th measurecamp 4. Done GTM and GA for 5 years soon ABOUT ME
  4. 4. AVOIDING THE ASTEROIDS
  5. 5. TheIamnotalawyerbut!
  6. 6. Notalawyer
  7. 7. Thisiscompletelyupfordebate,This isjustmysolutiontohelpoutclients– Pleaseforgodssake,shareifyouhave abetterway!
  8. 8. SO, HOW DID THIS ALL START UP?
  9. 9. T h e r e a r e m u l t i p l e n e t w o r k c a l l s o n e a c h w e b p a g e s e n d i n g d a t a t o m u l t i p l e t h i r d p a r t i e s
  10. 10. • DPO’s have no idea of what the marketeers are doing • The marketeers have no idea of what the tools they are using are sharing with third party applications • The developers have no idea of what the marketeers added into Google Tag Manager THE CLIENTS ARE LITTERALY ASKING FOR IT
  11. 11. So i looked into different solutions
  12. 12. In terms of documentation - Simos visualization didn’t quite cut it
  13. 13. Spring cleaning And documenting the setup WHAT EFFORTS DID WE DO? Setting up Conditions Fromboth the datalayerand cookies Automating it To createa quck setup fornew clients
  14. 14. SPRING CLEANING AND DOCUMENTATION
  15. 15. First the spring cleaning
  16. 16. First the spring cleaning 66 tags
  17. 17. First the spring cleaning
  18. 18. First the spring cleaning 16 tags
  19. 19. How it is done 1. Abetter datalayer 3. Deleting unusedtags 2. Regexlookup tables(F***floodlightstags) 3. Combining tags
  20. 20. How it is done
  21. 21. THIS GIVES US MORE CONTROL & UNDERSTANDING FOR THE SETUP
  22. 22. THEN WE USED R TO DOCUMENT THE STRUCTURE
  23. 23. DOCUMENTING TAGS
  24. 24. DOCUMENTING TAGS
  25. 25. DOCUMENTING TRIGGERS
  26. 26. DOCUMENTING TRIGGERS
  27. 27. DOCUMENTING VARIABLES
  28. 28. DOCUMENTING VARIABLES
  29. 29. TagswithinGTMthatsends networkrequests Responsible/User Descriptionandusage Networkcalls Permissiontypeand storage AdForm Mediaagency1 Targetedadsxyz Adnxs.com,xyz.com Cookie Facebook Company Targetedadsxyz Facebook.com, akamai.net Cookie HotJar Mediaagency2 Videorecordingsofusersto internalusertesting Akamai.net,hotjar.com Cookie Sleeknote Externalconsultancy Smartsubscriptionbannersand personalization Sleeknote.com, xyz.com CRM Addthis SomeonenamedJohn Weirdbuttonsthattoomany peopleuses Addthisserver.com NONE GoogleAnalytics Nobodyknows! Somethingwithdatathatstill havecollectedwaytoomany thingsIshouldcareabout Googleanalytics.com Cookie GTM GDPR Framework
  30. 30. Setting up Conditions From both GTM, the dataLayer and cookies
  31. 31. Rule of Three 1 . P e r m i s s i o n m u s t b e s e t 2 . C o n s t a n t i s s e t a s b l o c k i n g r u l e 3 . D a t a l a y e r i s o n
  32. 32. Rule of Three 1 . P o w e r t o t h e u s e r s
  33. 33. Rule of Three 1 . P o w e r t o t h e u s e r s 2 . P o w e r t o p e o p l e h a n d l i n g G T M
  34. 34. Rule of Three 1 . P o w e r t o t h e u s e r s 2 . P o w e r t o p e o p l e h a n d l i n g G T M 3 . P o w e r t o t h e d e v e l o p e r s
  35. 35. Most importantly – Power to the DPO
  36. 36. Using this as a trigger exception
  37. 37. Using this as a trigger exception Users Developers GoogleTagManagerstaticvariable GA Variable killswitch OFF ALL Serverside datavariable killswitch OFF
  38. 38. How it is done 1. Firethis tag when 3. Astaticvariablein gtmis set tooff 2. Permissions are granted 3. Thedevelopers havea datalayer variableset tooff
  39. 39. Automating it To create a quick setup for future clients
  40. 40. Unfortunately a GTM Cleanup is a manual process most times
  41. 41. However, all writing can be used again
  42. 42. How can it be build? Pullgtmsetupand visualizeit Ifthedatacontainsmarketing tags,pushtheprewritten documentationintoatable FormatitwithMarkdownand behappywithyouralmost prebuildGDPRreportforthe DPO
  43. 43. TagswithinGTM thatsendsnetwork requests Responsibl e/User Description andusage Networ kcalls Permission typeand storage AdForm Mediaagency1 Targetedadsxyz Adnxs.com, xyz.com Cookie Facebook Company Targetedadsxyz Facebook.co m, akamai.net Cookie HotJar Mediaagency2 Videorecordings ofusersto internaluser testing Akamai.net, hotjar.com Cookie Sleeknote External consultancy Smart subscription bannersand personalization Sleeknote.c om,xyz.com CRM Addthis Someonenamed John Weirdbuttons thattoomany peopleuses Addthisserv er.com NONE GoogleAnalytics Nobodyknows! Somethingwith datathatstill havecollected waytoomany thingsIshould careabout Googleanaly tics.com Cookie GTM GDPR Framework By having most of the work written already, we can simply say that ”If there is any tags called facebook, then add the facebook part to the documentation”.
  44. 44. MAKING THE MOST OF IT WITH AUTOMATION 1. Pull down GTM info with R 2. If any tags matches known marketing tags add a prebuid tag description to the markdown document 3. Produce, send and make the DPO happy
  45. 45. It is a ”Two birds, one stone” way of doing it Y o u g e t t o c l e a n u p t h e o l d s e t u p Y o u m a k e t h e D P O H a p p y , a n d y o u r w o r k d o c u m e n t e d
  46. 46. MAKING IT REPRODUCABLE WITH R MARKDOWN
  47. 47. MAKING IT REPRODUCABLE WITH R MARKDOWN
  48. 48. Presshere togogetthe R code for downloading information fromGTM Presshere togogetthe R Markdown code for visualizingthe information Presshere tosee everything written in R Markdown https://github.com/dannymawani/repository/blob/mast er/Google Tag Manager Documentation Data https://github.com/dannymawani/repository/blob/mast er/Rmarkdownmc18 http://rpubs.com/dmoimpact/measurecamp2018
  49. 49. ANY LAST QUESTIONS OR THOUGHTS?
  50. 50. GDPRwithinGoogleTagManager Making an effort to help your DPO with a little bit of R By Danny Mawani Olsen /dannymawani @dannymawani

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