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Google Tag Manager
5 years. What have we learned?
@SimoAhava from @ReaktorNow
Google Tag Manager
5 years. What have we learned?
@SimoAhava from @ReaktorNow
Simo Ahava
Senior Data Advocate, Reaktor
Google Developer Expert, Google Analytics
Blogger, developer, www.simoahava.com
T...
@SimoAhava from @ReaktorNow
Google Tag Manager
@SimoAhava from @ReaktorNow
Google Tag Manager
The best only way to deploy client-side tracking code.
@SimoAhava from @ReaktorNow
Google Tag Manager
The best only way to deploy client-side tracking code.
gtag.js?
Google Tag Manager
Lets you create and deploy tracking

and measurement scripts with ease.
Google Tag Manager
Lets you create and deploy tracking

and measurement scripts with ease.
Facilitates interaction between...
Google Tag Manager
Lets you create and deploy tracking

and measurement scripts with ease.
Facilitates interaction between...
Google Tag Manager
https://analyticsacademy.withgoogle.com/course/5
@SimoAhava from @ReaktorNow
Tag Management in the web
@SimoAhava from @ReaktorNow
Tag Management in the web
It’s STILL just JavaScript.
The web is inherently stateless.
The web is inherently stateless.
Tag Management Solutions
work in the web.
The web is inherently stateless.
Tag Management Solutions
work in the web.
Tag Management Solutions are
stateless.
Landing Page, Session, and Touchpoint are terminology of a
stateful machine.
Landing Page, Session, and Touchpoint are terminology of a
stateful machine.
The web page feeds data to the server, which ...
Could we introduce state?
{"sessionCount": "2", "firstTouch": "cpm"}
Could we introduce state?
Why doesn’t Google Analytics tell us details about
th...
{"sessionCount": "2", "firstTouch": "cpm"}
Could we introduce state?
Why should Google Analytics tell us details about
the...
Forget it.
Let the TMS do what the TMS does
best.
@SimoAhava from @ReaktorNow
TMS in the organization
@SimoAhava from @ReaktorNow
TMS in the organization
Tag Management does not make IT redundant.
TMS is a marketer’s tool.
TMS is a developer’s tool.
TMS is an organization’s tool.
Why it’s about marketing.
Why it’s about marketing.
1. Tags collect data for digital marketing purposes, first and
foremost.

2. TMS abstracts the u...
Why it’s about development.
1. It’s a freaking code injector!

2. You can add all sorts of malicious / website-breaking /
...
Why it’s about organizations.
1. Data flows through the entire organization - it doesn’t care
about job titles.

2. Data q...
@SimoAhava from @ReaktorNow
Things you can do with a TMS
@SimoAhava from @ReaktorNow
Things you can do with a TMS
And things you perhaps should NOT do…
You can customize the page with
hideous exit intent popups.
You can write fragile fixes to the
document object model.
If you use a TMS to fix issues that
should be fixed in the page
template or site JavaScript, you’re
using it wrong.
Things you can do with a TMS, if
the browser doesn’t execute
JavaScript:
Things you can do with a TMS, if
the browser doesn’t execute
JavaScript:
At its best, a TMS can be used to…
Deploy the latest versions of marketing, advertising, and
analytics trackers with ease.
At its best, a TMS can be used to…
Create, manage, and distribute semantic information on the
page.
At its best, a TMS can be used to…
Facilitate the agile analytics process - so crucial to any service
development.
And more!
1. Proof-of-concept experiential & presentational changes to
get buy-in from developers / HiPPOs.

2. Inject sem...
@SimoAhava from @ReaktorNow
Data is difficult
@SimoAhava from @ReaktorNow
Data is difficult
Data quality is earned, not acquired.
@SimoAhava from @ReaktorNow
Next 5 years?
@SimoAhava from @ReaktorNow
Next 5 years?
What will GTM become?
Intelligence
Collaboration
Enterprise
Full stack
(Google) integrations
simo.ahava@reaktor.com
www.simoahava.com
Twitter: @SimoAhava
Google+: +SimoAhava
Google Tag Manager - 5 years. What have we learned?
Google Tag Manager - 5 years. What have we learned?
Google Tag Manager - 5 years. What have we learned?
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Google Tag Manager - 5 years. What have we learned?

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Looking back on five years of Google Tag Manager. Has the tool changed? Have we? What's coming up in the next 5 years?

My talk at MeasureCamp #11 (London).

Published in: Internet
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Google Tag Manager - 5 years. What have we learned?

  1. 1. Google Tag Manager 5 years. What have we learned? @SimoAhava from @ReaktorNow
  2. 2. Google Tag Manager 5 years. What have we learned? @SimoAhava from @ReaktorNow
  3. 3. Simo Ahava Senior Data Advocate, Reaktor Google Developer Expert, Google Analytics Blogger, developer, www.simoahava.com Twitter-er, @SimoAhava Google+:er, +SimoAhava
  4. 4. @SimoAhava from @ReaktorNow Google Tag Manager
  5. 5. @SimoAhava from @ReaktorNow Google Tag Manager The best only way to deploy client-side tracking code.
  6. 6. @SimoAhava from @ReaktorNow Google Tag Manager The best only way to deploy client-side tracking code. gtag.js?
  7. 7. Google Tag Manager Lets you create and deploy tracking
 and measurement scripts with ease.
  8. 8. Google Tag Manager Lets you create and deploy tracking
 and measurement scripts with ease. Facilitates interaction between various
 departments within your organization.
  9. 9. Google Tag Manager Lets you create and deploy tracking
 and measurement scripts with ease. Facilitates interaction between various
 departments within your organization. Allows you to focus your time on analysis
 rather than implementation.
  10. 10. Google Tag Manager https://analyticsacademy.withgoogle.com/course/5
  11. 11. @SimoAhava from @ReaktorNow Tag Management in the web
  12. 12. @SimoAhava from @ReaktorNow Tag Management in the web It’s STILL just JavaScript.
  13. 13. The web is inherently stateless.
  14. 14. The web is inherently stateless. Tag Management Solutions work in the web.
  15. 15. The web is inherently stateless. Tag Management Solutions work in the web. Tag Management Solutions are stateless.
  16. 16. Landing Page, Session, and Touchpoint are terminology of a stateful machine.
  17. 17. Landing Page, Session, and Touchpoint are terminology of a stateful machine. The web page feeds data to the server, which builds the data pipeline. Thus state and sessionization are handled in the backend.
  18. 18. Could we introduce state?
  19. 19. {"sessionCount": "2", "firstTouch": "cpm"} Could we introduce state? Why doesn’t Google Analytics tell us details about the session in the server response?
  20. 20. {"sessionCount": "2", "firstTouch": "cpm"} Could we introduce state? Why should Google Analytics tell us details about the session in the server response?
  21. 21. Forget it. Let the TMS do what the TMS does best.
  22. 22. @SimoAhava from @ReaktorNow TMS in the organization
  23. 23. @SimoAhava from @ReaktorNow TMS in the organization Tag Management does not make IT redundant.
  24. 24. TMS is a marketer’s tool.
  25. 25. TMS is a developer’s tool.
  26. 26. TMS is an organization’s tool.
  27. 27. Why it’s about marketing.
  28. 28. Why it’s about marketing. 1. Tags collect data for digital marketing purposes, first and foremost.
 2. TMS abstracts the underlying code — low barrier of entry for people with little coding experience.
 3. Semantic data collection is easy to deprioritize by developers who are more invested in the presentational and experiential layers.
  29. 29. Why it’s about development. 1. It’s a freaking code injector!
 2. You can add all sorts of malicious / website-breaking / malware-infested code with the click of a button.
 3. If something goes awry, developers will be held accountable as they own the processes.
 4. A TMS can actually make development work easier, too.
  30. 30. Why it’s about organizations. 1. Data flows through the entire organization - it doesn’t care about job titles.
 2. Data quality can be compromised at every junction of the data process - not just collection. 3. Any company/platform/tool/service collects absurd amounts of data each passing second - only a mature organization can tackle this overload.
  31. 31. @SimoAhava from @ReaktorNow Things you can do with a TMS
  32. 32. @SimoAhava from @ReaktorNow Things you can do with a TMS And things you perhaps should NOT do…
  33. 33. You can customize the page with hideous exit intent popups.
  34. 34. You can write fragile fixes to the document object model.
  35. 35. If you use a TMS to fix issues that should be fixed in the page template or site JavaScript, you’re using it wrong.
  36. 36. Things you can do with a TMS, if the browser doesn’t execute JavaScript:
  37. 37. Things you can do with a TMS, if the browser doesn’t execute JavaScript:
  38. 38. At its best, a TMS can be used to… Deploy the latest versions of marketing, advertising, and analytics trackers with ease.
  39. 39. At its best, a TMS can be used to… Create, manage, and distribute semantic information on the page.
  40. 40. At its best, a TMS can be used to… Facilitate the agile analytics process - so crucial to any service development.
  41. 41. And more! 1. Proof-of-concept experiential & presentational changes to get buy-in from developers / HiPPOs.
 2. Inject semantic markup (JSON-LD, META)
 3. Resolve scripting conflicts on the site.
 4. Load 3rd party libraries (e.g. jQuery) asynchronously.
 5. Consolidate the codebase, write ad hoc JavaScript, inject HTML elements, etc.
  42. 42. @SimoAhava from @ReaktorNow Data is difficult
  43. 43. @SimoAhava from @ReaktorNow Data is difficult Data quality is earned, not acquired.
  44. 44. @SimoAhava from @ReaktorNow Next 5 years?
  45. 45. @SimoAhava from @ReaktorNow Next 5 years? What will GTM become?
  46. 46. Intelligence
  47. 47. Collaboration
  48. 48. Enterprise
  49. 49. Full stack
  50. 50. (Google) integrations
  51. 51. simo.ahava@reaktor.com www.simoahava.com Twitter: @SimoAhava Google+: +SimoAhava

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