Harnessing the Power of Google Tag Manager
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Google Tag Manager is a free tag management platform. This presentation provides a walk through on how to create a container, add tags to your page and perform some basic Facebook Remarketing. This presentation was delivered at Delaware Tech Week 2015 by Anthony Biondo Jr. https://www.biondocreative.com
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Harnessing the Power of Google Tag Manager
- 1. Harnessing the Power of Google Tag Manager Anthony Biondo – Founder/CEO Biondo Creative @abiondo
- 2. Web :: Mobile :: Social biondocreative.com • @abiondo • @biondocreative What is Google Tag Manager • Free tool that allows Marketers to add and update website tags easily • Does not require you to edit website for each tag
- 3. Web :: Mobile :: Social biondocreative.com • @abiondo • @biondocreative Great Reasons for Tag Management • Centralize tags • Reduce time to implement tagging • Reusability • Improve collaboration • Version control Competitors in Tag Management
- 4. Web :: Mobile :: Social biondocreative.com • @abiondo • @biondocreative No more making up numbers Dilbert – by Scott Adams
- 5. Web :: Mobile :: Social biondocreative.com • @abiondo • @biondocreative Basics of Google Tag Manager • Container – Stores all of the tags for your site. • Add the container script in your website template one time • Tags – Pixels or blocks of JavaScript code • Variables – Values • Constant, 1st Party Cookies, URL • JavaScript Variable, Data Layer Value, DOM Element • Triggers – The conditions that must be true for a tag to fire • Pageview, Click, Form, History Change, JavaScript Element, Timer • Trigger when Hostname, Referral, or URL contains specific text • Trigger when Variable equals or contains specific text
- 6. Web :: Mobile :: Social biondocreative.com • @abiondo • @biondocreative Create the Container
- 7. Web :: Mobile :: Social biondocreative.com • @abiondo • @biondocreative Copy the Container Script
- 8. Web :: Mobile :: Social biondocreative.com • @abiondo • @biondocreative Paste Container Script in Your Web Template
- 9. Web :: Mobile :: Social biondocreative.com • @abiondo • @biondocreative Create a Facebook Pixel
- 10. Web :: Mobile :: Social biondocreative.com • @abiondo • @biondocreative Create a Tag & Trigger for Your Facebook Pixel
- 11. Web :: Mobile :: Social biondocreative.com • @abiondo • @biondocreative Preview / Publish Your Container
- 12. Web :: Mobile :: Social biondocreative.com • @abiondo • @biondocreative Validate Tag Fired/Not Fired
- 13. Web :: Mobile :: Social biondocreative.com • @abiondo • @biondocreative Questions / Resources • Questions • Email: abiondo@biondocreative.com • Web: biondocreative.com • LinkedIn: linkedin.com/in/anthonybiondojr • Twitter: @abiondo • GTM Resources and Presentation • http://bit.ly/DIW2015
Editor's Notes
- Good afternoon, my name is Anthony Biondo and I am the Founder and CEO of Biondo Creative and today, I want to help you harness the power of Google Tag Manager. I’ve been working Google Tag Manager since it debuted in 2012. I’ve been working in Digital Marketing for more than 20 years in the Health Care, Education and Consulting. My organization, Biondo Creative, is a Digital Marketing agency and we help customers build their brand through websites, social media, engaging video content and paid advertising
- What is Google Tag Manager? Better question, what’s a Tag? Tags are snippets of code which enable 3rd-party tracking, analysis, and reporting. A good example of a tag you may be familiar with is Google Analytics. When you register for Google Analytics you get a piece of code and Google tells you to put this code on every page of your website. Other tags you may be less familiar with are used for remarketing, conversion tracking, affiliates, and tools like Mouseflow and Clicktale which visualize your user’s behavior. You may have encountered tags already and you may recognize some of the names up on the screen. Some popular ones are Google Analytics, Google Adwords, Adroll, COMScore and Mouseflow to name a few. Tag management is a concept that was born out of the increasing need for better tracking and a decreased time to execute. Managing and making changes to tags can be tedious and involve developers, change management and QA procedures which slow your time to implement. Google Tag Manager is Google’s FREE answer to managing your tags better.
- Great Reasons for Tag Management Centralize Tags Keeps tags in one place and documents the rules when tags will fire. Reduce the time to implement tagging Marketers add tags to web properties without the need to involve IT. Reusability Copy tags and apply different rules and values. Improve Collaboration Adding users and sharing containers, tags, etc is easy. Version Control Revert to previous versions and know who broke your tags.
- As websites have evolved the people we work for want better analytics and BGA (before Google Analytics) some tools were either terrible or untenable for your everyday digital marketer. With Google Tag Manager, the advances in analytics by Google, Facebook, Twitter, etc, we don’t need to make up numbers. It’s good – and when you combine it with other tools like Mouseflow it takes you to another level.
- Google Tag Manager is organized into Containers -> Tags, Variables, and Triggers It’s great talking about conceptually how this is should work, but let’s go through an example that you can take home tonight and implement to get immediate value. We are going to create a remarketing campaign in Facebook, so we can re-engage users on Facebook that encountered our brand. Maybe you want them to join a newsletter or buy a product. Your end game doesn’t matter. These people already hit your website and are aware of your brand, now its time to get them back and convert them.
- Here we are going to create the container. We give the container a name and then we specify where we are going to use the container. You can use containers on Web, IOS and Android Devices We click Create
- Google now gives us a container script. This script should get included after the body tag of your web page. We want to make sure this code is on every page of your site of application. If you are using a web content management tool like WordPress or Drupal you can most likely update this in an include file. If you are tagging something in the Microsoft space you can sometimes add this tag to a user control. If you have to add this tag to every page manually, call me and I will get you a reference for how to use includes or user controls.
- So we paste the code into our website right after the opening body tag and publish the page / include. The tag simply tells google which container to use.
- You create a Facebook Pixel. In this example, we want to build an audience of people that have hit a specific page of our site. Similarly, you could build a audience of people that visited a certain product or service page on your site so you can advertise to the people that are most interested in that specific product or service.
- So first we are going to create a new tag We name the tag and choose the type of tag. Some Tags are preconfigured in Google tag manager and you just need to provide the account number or options. If you aren’t using a preconfigured tag like Facebook you choose Custom HTML tag. We paste the pixel code in the box labeled HTML and then we set a firing rule. In this example I only want this tag to fire if the page url matches a specific page on my site. So when I select come pages a box pops up and it allows me to configure firing rules. You can use simple operators like URL contains or use a regular expression to define the matching pages. After you are done you click save on the Choose pages dialog and save the tag.
- This is one of the best features in Google Tag Manager and will help you calm the folks in your organization that say that putting Google Tag Manager in the hands of Digital Marketers can break your site. It can break your site if you don’t test thoroughly and forget to preview your site and make sure your tags are firing properly. Also, keep in mind your tags may fire properly, but they may have consequences on applications or pages that depend on JavaScript. It’s best to be transparent about the tool with your IT department and establish a process and protocol for getting new tags into Production without a long drawn out process.
- Finally, we visit the website and make sure that the tag fires as expected. The debugger also shows you tags that aren’t fired on the page.
- We have about 5 minutes for questions, who has the first question. Repeat question and give answer