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Google Tag Manager Can Do What? | SMX London

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Most search marketers are familiar with using Google Tag Manager for analytics, conversion tracking, remarketing and other tasks that provide insights into what visitors are doing on a site. But with a little imagination, GTM can be an incredibly powerful platform that can elevate your SEO efforts.

Tom Bennet, Head of Product Development, demonstrates how this largely unknown and powerful functionality can be used to help you make better business decisions.

Published in: Marketing

Google Tag Manager Can Do What? | SMX London

  1. 1. #SMX #24B @tomcbennet Tom Bennet, Head of Product Development, Builtvisible Google Tag Manager Can Do What? MAKING BETTER DECISIONS WITH A COLLABORATIVE APPROACH TO TRACKING
  2. 2. #SMX #24B @tomcbennet Understand and invest in your data.
  3. 3. #SMX #24B @tomcbennet 61,761,319 websites 66% of the top 100k sites Source: SimilarTech
  4. 4. #SMX #24B @tomcbennet Credit
  5. 5. #SMX #24B @tomcbennet Goals / KPIs Collect Data Analyse Data Make Changes Review
  6. 6. #SMX #24B @tomcbennet Goals / KPIs Collect Data Analyse Data Make Changes Review
  7. 7. #SMX #24B @tomcbennet Goals / KPIs Collect Data Analyse Data Make Changes Review
  8. 8. #SMX #24B @tomcbennet The value of the insights offered by your analytics software is directly tied to your investment in data collection.
  9. 9. #SMX #24B @tomcbennet
  10. 10. #SMX #24B @tomcbennet Fewer code changes required
  11. 11. #SMX #24B @tomcbennet Version control, rollbacks, and preview mode
  12. 12. #SMX #24B @tomcbennet Eliminates reliance on development team
  13. 13. #SMX #24B @tomcbennet Eliminates reliance on development team This is a often a bad idea. (and not just because you’re playing with a JavaScript injector)
  14. 14. #SMX #24B @tomcbennet The value of the insights offered by your analytics software is directly tied to your organisation’s investment in data collection. This includes your development team.
  15. 15. #SMX #24B @tomcbennet HTML (content) Tag Manager (analytics) The Data Layer
  16. 16. #SMX #24B @tomcbennet • At its simplest, the Data Layer is a JavaScript array containing key-value pairs. • It’s basically structured data about the current page, separated from the actual content. • It can be populated automatically with data from your CMS. What is the Data Layer?
  17. 17. #SMX #24B @tomcbennet The Data Layer sits in international waters… <script> dataLayer.push({ 'pageCategory': 'account-creation', 'userType': 'high-value’ }); </script>
  18. 18. #SMX #24B @tomcbennet • From a marketing standpoint, it’s a digital model of your site’s attributes and interactions that you want to report on. • Means data required by your measurement plan is accessible in a context independent of any one platform or technology. • Constantly evolving, but decoupled from nuts and bolts of your front-end and less prone to mistakes. The Data Layer in practice
  19. 19. #SMX #24B @tomcbennet 1. Smarter Segmentation
  20. 20. #SMX #24B @tomcbennet “Which authors and categories on my blog are collectively driving the most visits to my sales pages?”
  21. 21. #SMX #24B @tomcbennet
  22. 22. #SMX #24B @tomcbennet Add a content grouping to our pageview tag under ‘More Settings’
  23. 23. #SMX #24B @tomcbennet
  24. 24. #SMX #24B @tomcbennet L
  25. 25. DOM GA Hit
  26. 26. GA Hit <script> dataLayer.push({ 'blogAuthor': 'Jon Snow’, 'funnelStage': 'Recruitment', 'pubDate': '2018-05-22' }); </script>
  27. 27. #SMX #24B @tomcbennet J
  28. 28. #SMX #24B @tomcbennet
  29. 29. #SMX #24B @tomcbennet
  30. 30. #SMX #24B @tomcbennet
  31. 31. #SMX #24B @tomcbennet 2. Better Triggering
  32. 32. #SMX #24B @tomcbennet “How do users who write product reviews differ in their purchase behaviour from our wider audience?”
  33. 33. #SMX #24B @tomcbennet
  34. 34. #SMX #24B @tomcbennet “What IDs or classes does our button have which I can scrape?”
  35. 35. #SMX #24B @tomcbennet
  36. 36. #SMX #24B @tomcbennet dataLayer.push({ 'event': 'productReviewSubmit' });
  37. 37. #SMX #24B @tomcbennet
  38. 38. #SMX #24B @tomcbennet
  39. 39. #SMX #24B @tomcbennet “How do users who write product reviews differ in their purchase behaviour from our wider audience?” Recap…
  40. 40. #SMX #24B @tomcbennet
  41. 41. #SMX #24B @tomcbennet
  42. 42. #SMX #24B @tomcbennet Hit • Page • Event Action Product • Price • Category Session • Landing Page • Medium User • UserType (new / return) Hit scope
  43. 43. #SMX #24B @tomcbennet A user submits a review… …which pushes a custom event to the Data Layer… …which GTM detects, triggering a normal GA event tag… …and this hit includes a Custom Dimension which defines the user as a reviewer. Recap
  44. 44. #SMX #24B @tomcbennet
  45. 45. #SMX #24B @tomcbennet • Are our CTAs being ignored, or simply not being seen? • How do product page videos affect conversions? Do sessions which involve video plays convert at a higher rate? • How is our interactive tool / widget being used, and by who? GTM’s built-in triggers can be extremely powerful…
  46. 46. #SMX #24B @tomcbennet • Structured naming conventions for IDs which are relevant to tracking requirements • Dynamically loaded videos trackable with YouTube’s API JS library • All relevant interactions (and associated data points) present in the Data Layer as Custom Events and variables …and all are more powerful when used collaboratively.
  47. 47. #SMX #24B @tomcbennet 3. Better Ecommerce Insights
  48. 48. #SMX #24B @tomcbennet Ecommerce tracking requires developer investment. For this reason, it’s often siloed after implementation. It’s deployed and then not iterated upon, meaning progressively fewer people in marketing understand how it works.
  49. 49. #SMX #24B @tomcbennet
  50. 50. #SMX #24B @tomcbennet • Relevant information – impressions, add to basket, purchase, etc – is pushed into the Data Layer by your CMS • This is then sent to GA by ‘hitchhiking’ on a regular hit, such as a pageview or an event – no transaction hits with EE • Data payload must adhere to a very specific and arbitrary syntax, but GTM lets us side-step this and keep our Data Layer logical Enhanced Ecommerce: Recap
  51. 51. { "ecommerce": { "purchase": { "actionField": { "id": "123456789", "revenue": "29.98" }, "products": [{ "name": "Quad Biking", "id": "15727899", "category": "Vehicle Track", "price": "14.99", "quantity": 1, "dimension3": "Bristol" }, { "name": "Clay Pigeons", "id": "16682710", "category": "Shooting Range", "price": "14.99", "quantity": 1, "dimension3": "Bristol" }] } } } { "pageType": "confirmation", "activityVenue": "Bristol", "activityCount": 2, "bookedFor": "2018-05-22", "transactionID": "123456789", "transactionRevenue": "29.98", "transactionProducts": [{ "name": "Quad Biking", "id": "15727899", "category": "Vehicle Track", "price": "14.99", "quantity": 1 }, { "name": "Clay Pigeons", "id": "16682710", "category": "Shooting Range", "price": "14.99", "quantity": 1 }] } Required DL structure Process with JS function Our preferred DL structure
  52. 52. #SMX #24B @tomcbennet Caveat: This is just a high-level demonstration of the core principles. You need a clear policy governing your site’s Data Layer, not to mention a plan for permanent dev-marketing collaboration before planning the practicalities. Further reading
  53. 53. #SMX #24B @tomcbennet Collaboration with your development team is therefore an essential part of good measurement. The best only way to reliably collect accurate, relevant data on the actions which take place on your website is to encode this information into a Data Layer.
  54. 54. #SMX #24B @tomcbennet A gift for your development team…
  55. 55. #SMX #24B @tomcbennet
  56. 56. #SMX #24B @tomcbennet
  57. 57. Full guide available here
  58. 58. #SMX #24B @tomcbennet The value of the insights offered by your analytics software is directly tied to your organisation’s investment in data collection.
  59. 59. #SMX #24B @tomcbennet By demonstrating success and unlocking actionable insight, you can justify anything you need: Bigger budgets. More innovative projects. Additional development resource. Whatever you need to do your job better.
  60. 60. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential Tom Bennet Head of Product Development 49 Tabernacle Street London EC2A 4AA Tom@Builtvisible.com | @TomCBennet Need our expertise? We can help you better measure your value with accurate, intelligent, and custom reporting. Interested in learning more? Tom’s bespoke, tailored training plans can arm your team with an industry-leading skillset, helping you stay on the cutting edge of SEO. Contact Us Tom Bennet Head of Product Development 49 Tabernacle Street London EC2A 4AA Tom@Builtvisible.com | @TomCBennet

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