1. IMPACT EXTEND
MEASURECAMP LONDON 2018

2. GDPRwithinGoogleTagManager
Making an effort to help your DPO with a
little bit of R
By Danny Mawani Olsen
/dannymawani @dannymawani

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. AVOIDING THE
ASTEROIDS

5. TheIamnotalawyerbut!

6. Notalawyer

7. Thisiscompletelyupfordebate,This
isjustmysolutiontohelpoutclients–
Pleaseforgodssake,shareifyouhave
abetterway!

8. SO, HOW
DID THIS ALL START UP?

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. • 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. So i looked into different solutions

12. In terms of documentation - Simos
visualization didn’t quite cut it

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. SPRING CLEANING
AND DOCUMENTATION

15. First the spring cleaning

16. First the spring cleaning
66 tags

17. First the spring cleaning

18. First the spring cleaning
16 tags

19. How it is done
1.
Abetter
datalayer
3.
Deleting
unusedtags
2.
Regexlookup
tables(F***floodlightstags)
3.
Combining
tags

20. How it is done

21. THIS GIVES US MORE CONTROL &
UNDERSTANDING FOR THE SETUP

22. THEN WE USED R TO DOCUMENT
THE STRUCTURE

23. DOCUMENTING TAGS

24. DOCUMENTING TAGS

25. DOCUMENTING TRIGGERS

26. DOCUMENTING TRIGGERS

27. DOCUMENTING VARIABLES

28. DOCUMENTING VARIABLES

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. Setting up Conditions
From both GTM, the
dataLayer and cookies

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. Rule of Three
1 . P o w e r t o t h e
u s e r s

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. 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. Most importantly – Power to the DPO

36. Using this as a trigger exception

37. Using this as a trigger exception
Users Developers GoogleTagManagerstaticvariable
GA Variable killswitch OFF
ALL
Serverside datavariable killswitch OFF

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. Automating it
To create a quick setup for
future clients

40. Unfortunately a GTM Cleanup is a
manual process most times

41. However, all writing
can be used again

42. How can it be build?
Pullgtmsetupand
visualizeit
Ifthedatacontainsmarketing
tags,pushtheprewritten
documentationintoatable
FormatitwithMarkdownand
behappywithyouralmost
prebuildGDPRreportforthe
DPO

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. 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. 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. MAKING IT REPRODUCABLE
WITH R MARKDOWN

47. MAKING IT REPRODUCABLE
WITH R MARKDOWN

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. ANY LAST QUESTIONS
OR THOUGHTS?

50. GDPRwithinGoogleTagManager
Making an effort to help your DPO with a
little bit of R
By Danny Mawani Olsen
/dannymawani @dannymawani