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Phil Pearce - Workshop: Google Tag Manager for Advanced Users

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Phil Pearce - Workshop: Google Tag Manager for Advanced Users

  1. 1. Google Tag Manager
  2. 2. Welcome Phil Pearce PPC and Analytics Expert Freelancer @philpearce phil@precisionppc.me www.linkedin.com/in/philpearce Tracking 750 GA Web Analytics questions answered protection Exchange group mentor #GTMadvanced #MktFest
  3. 3. Please download: bit.ly/gtmdevguide And join GTM community on Google+ bit.ly/gtmcommunity
  4. 4. Fun fact... I`m almost Unique Twin brother
  5. 5. Agenda • Start: 12:00am • Basic Examples: 12:20am • Advanced Examples: 12:40am • Interactive demo: 1pm • Questions:1:30pm • Finish: 2pm 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Intro Definition Caching Logins & Access levels Account structure Tags Macros Rules Examples Debugging – – 11. DataLayer – – 12. 13. 14. Preview & Debug Tag assistant Onload (ecommerce) Onclick (event) Power Examples GTM certification Questions
  6. 6. Q: How many GTM installations have YOU done? Newbie - 1-2 installation Experienced - 3-4 installation Advanced - 4+ installation
  7. 7. Q: What is the load order of these? B) 1. gtm.js 2. gtm.dom 3. gtm.load A) 1. gtm.js 2. gtm.load 3. gtm.dom Tip: See Firebug > DOM for dataLayer
  8. 8. Answer “B” B) 1. gtm.js 2. gtm.dom 3. gtm.load
  9. 9. AdWords I am on my 8th installation...
  10. 10. Session Goals 1. Enable GTM on a website 2. Know how to debug GTM 3. Know what the difference between a macro and rule is. 4. Know what the dataLayer is. 5. Know common mistakes & answers. 6. Learn from my mistakes from MY mistakes from 8 installations.
  11. 11. But first… Why use a TagManagmentSystem?
  12. 12. Because of Cats
  13. 13. Four ways to skin a cat Legacy pageTracker() Faster Async gaq.push(["pagetracker") Beta Universal ga(send{pageview}) GTM dataLayer.push({"page_virtual":""});
  14. 14. Intro to GTM video http://www.youtube.com/watch?v=usxqxuQI4w&list=PLMau-ivfXpoON3Rf90dkt5uKH2KhlpI0y
  15. 15. Planning GTM bit.ly/gtmdevguide
  16. 16. Basic Functions Containers and Tags
  17. 17. First Steps 1. Creation of Google account 2. Open a GTM account 3. Set up a GTM container 4. Add GTM script to your website source code
  18. 18. Ways to fire tags on GTM Macros Rules Tags • Runtime Values • Condition that evaluates to either true or false at runtime • HTML code that executes on a page E.g. URL Rules define which pages will receive tags. E.g. Pages with Thanks in URL Scripts to be pushed on website according to rules and macros
  19. 19. Example of a tag Tags Sends data about URL to Google Analytics for all pages loaded • HTML code that executes on a page Scripts to be pushed on website according to rules and macros
  20. 20. Advance Functions DataLayers and evaluate tags
  21. 21. DataLayers  Variables you want to collect and their different values Variables Values page_virtual /en/home page_group homepage Note: Use lowercase please
  22. 22. Tags with Data Layer Macros Rules Tags • Runtime Values • Condition that evaluates to either true or false at runtime • HTML code that executes on a page One macro for one variable of your Data Layer. Rules define which pages will receive tags. E.g. Macro Brand for variable Brand E.g. Pages with Thanks in URL Scripts to be pushed on website according to rules and macros
  23. 23. Preview Mode • Visit website and see how tags are firing • Checked if they are firing correctly • Preview is only for your google log in
  24. 24. Publishing • Only admin users can publish
  25. 25. Account permissions example
  26. 26. dataLayer is called a “macro” in GTM • Macro are based on dataLayer variables. • E.g. language variable
  27. 27. Rules • Rules depend on your tag. • Rules can be • • • • • All pages Thank you pages Pages with cars Pages with accessories… Here an example of a rule for conversion data.
  28. 28. How to push a customHTML tag • Easy to do...
  29. 29. Demo 1. Login using your Google Account https://www.google.com/tagmanager 2. Search for “google tag manager” 3. Add Google Analytics Tag with UA-000-1 4. Create & publish version 5. Click Preview & debug
  30. 30. Other Demo Examples Debugging GTM Preview & Debug GTM Debug console mode Chrome Tag assistant DataLayer Onload (ecommerce) Onclick (event) GTM certification
  31. 31. Thankyou
  32. 32. Appendix http://search4phil.com/gtm-demo/guest1/index.html http://search4phil.com/gtm-demo/guest2/index.html http://search4phil.com/gtm-demo/guest3/index.html
  33. 33. Cheat sheet

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