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5 Easy Ways To Implement Google Tag Manager Hacks By Steve Guberman

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From the SMX Advanced Conference in Seattle, Washington June 22-23, 2016. SESSION: Google Tag Manager Can Do WHAT?. PRESENTATION: 5 Easy Ways To Implement Google Tag Manager Hacks - Given by Steve Guberman, @whiterabbitcult - Golf Channel / NBC Sports Group / NBC Universal, Manager of Search. #SMX #22C1

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5 Easy Ways To Implement Google Tag Manager Hacks By Steve Guberman

  1. 1. #SMX #22C1 @GolfNow 5 Easy To Implement Google Tag Manager Hacks Google Tag Manager Can Do WHAT!?!
  2. 2. #SMX #22C1 @GolfNow Director Of Search Marketing Steve Guberman…Who Is This Guy? A subsidiary of:
  3. 3. #SMX #22C1 @GolfNow Steve Guberman…Who Is This Guy? Was selected to the 2016 NBCUniversal Digital Symphony team to help with search optimization efforts for the 2016 Summer Olympics in Rio.
  4. 4. #SMX #22C1 @GolfNow With Digital Measurement tools like Google Analytics it’s easier than ever to measure your approach, see if something is working or not and take action accordingly. The incoming data is the secret for reliable guidance to scalable business success of many online businesses. Why Use Google Tag Manager? If you think about it: What is the biggest difference for businesses operating in the digital age vs. before the Internet came around? I would argue: Measurability.
  5. 5. #SMX #22C1 @GolfNow Several of the demo’s used today were built using Lunametrics pre- built JSON containers. You can download all of them here: http://www.lunametrics.com/labs/recipes/ Google Tag Manager “Recipes” The remainder were built using the tutorials found here: http://measureschool.com/
  6. 6. #SMX #22C1 @GolfNow This demonstration will briefly cover 6 quick and easy Google Tag Manager implementations that will provide actionable data to help you make better decisions. Aside from placing the GTM Code Container onto your site, you will not need any developer input to roll out these 6 tools. Everything I am showing you today you can do at no additional cost! DEMONSTRATION: 6 QUICK AND EASY GTM TOOLS
  7. 7. #SMX #22C1 @GolfNow DEMO 1: Outbound Link Tracking On what links are people clicking on your website? Track clicks on links that point to external domains to better understand what traffic your driving to other sites. Tracking outbound links is important for many. Identifying the exit paths is almost as important as tracking entrances.
  8. 8. #SMX #22C1 @GolfNow DEMO 2: Engagement Timer Recipe Add engagement time tracking to every page on your site and sends events to Google Analytics. By default, this tracks events every 15 seconds up to a maximum of 30 minutes, and pauses when the page is not the active tab in the browser or when the user hasn’t moved the mouse or pressed a key in the page in the last 65 seconds. (These values are configurable via variables) Lincoln Murphy says user engagement is “when your customer is realizing value from your site.” More generally you can say "user engagement is when your customer is realizing value from your product/service/website/app".
  9. 9. #SMX #22C1 @GolfNow DEMO 2: Engagement Timer Recipe (Cont.)
  10. 10. #SMX #22C1 @GolfNow HOW MANY USERS ENTER YOUR PAGE? HOW MANY USERS SCROLL TO THE MIDDLE OF THE PAGE? HOW MANY USER SCROLL TO THE END OF THE PAGE? COULD YOU BENEFIT FROM THIS INFORMATION?
  11. 11. #SMX #22C1 @GolfNow DEMO 3: Scroll Tracking Adds automatic scroll tracking to every page on your site and sends events to Google Analytics. By default, tracks user scroll depth at the 10%, 25%, 50%, 75%, 90%, and 100% marks, but can be customized.
  12. 12. #SMX #22C1 @GolfNow DEMO 4: YouTube Tracking For GTM Automatically tracks interactions with embedded YouTube videos on your site. This recipe will fire events to Google Analytics when users Play, Pause, Watch to End, and view 10, 25, 50, 75, 90, and 100% of the video.
  13. 13. #SMX #22C1 @GolfNow DEMO 5: Form Field Tracking For GTM Ever wanted to take the information from a Form field and transfer it to your Marketing tool? With Google Tag Manager this is possible thanks to the Auto Event From Trigger and a dataLayer Variable. See how I connect both in Google Tag Manager to pull the value of a given form field and transfer it to an Google Analytics Event Tag.
  14. 14. #SMX #22C1 @GolfNow DEMO 6: Track People Who Copy Text From Your Site We all want to measure our pages in the best possible way, and I’m always trying to figure out how to lower the bounce rates where applicable. One of the things that visitors to your page can do is to copy some text, in order to send it in an email, to use it when sharing something on social media and so forth. And if a visitor is actively copying text from a page, that’s interaction to me. So how can we possibly know if a visitor to your page as copying some text or not? Well, it’s actually pretty easy. And using Google Tag Manager we can easily pass this information onto Google Analytics and start measuring what pages on your site people are copying stuff from.
  15. 15. #SMX #22C1 @GolfNow DEMO 6: Track People Who Copy Text From Your Site
  16. 16. #SMX #22C1 @GolfNow - Do NOT pass Personal Identifying Information (PII) to Google Analytics when utilizing Google Tag Manager. ie… Email addresses, usernames, etc. Tag Manager Words Of Caution and Advice - Do NOT use Google Tag Manager to unnaturally deflate or inflate Google Analytics performance figures. ie… Don’t trigger an interaction event to fire at the :30 second mark to decrease your Google Analytic’s Bounce Rate.
  17. 17. #SMX #22C1 @GolfNow Contact me via LinkedIn: https://www.linkedin.com/in/webgrafix Email: steve.guberman@golfchannel.com
  18. 18. #SMX #22C1 @GolfNow LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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