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Google Tag Manager - Basic Introduction

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A basic introduction to Google Tag Manager, explaining why to use it, and how to use it.

Published in: Data & Analytics
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Google Tag Manager - Basic Introduction

  1. 1. Google Tag Manager Basic Introduction Carl Franzon carl.franzon@atea.com
  2. 2. Google Tag Manager
  3. 3. Agenda • Why GTM? • Tracking Script • Migrating from Standard tracking • GTM Advantages • Account structure
  4. 4. Why GTM? I need this script added on our site!
  5. 5. 1 month later…
  6. 6. Why GTM? The script doesn’t work / I need another script! Oops! Create a new task and add it to the list!
  7. 7. Why GTM? • Time-consuming • Development-demanding • Resource-heavy • Difficult to manage all scripts
  8. 8. Why GTM? I need this script added on our site!
  9. 9. 1 month later…
  10. 10. Why GTM?
  11. 11. Why GTM? • Good overview of all scripts on site (tags) • No developer required (although some technical knowledge is helpful…) • Deploy-on-demand (mind the risks)
  12. 12. Google Tag Manager What is it?
  13. 13. UI - Accounts View • Accounts • Containers • Connected to logged-in user • Containers/ account is limited
  14. 14. UI - Container View • Most used view • Current status • Tags • Triggers • Variables • Folders • Versions
  15. 15. UI - Container View • Most used view • Current status • Tags • Triggers • Variables • Folders • Versions
  16. 16. Tags • Snippet of code that is executed on your website • Often sends data to 3rd-party Examples: • Google Analytics Pageviews • Events / Transactions / Search • Behavior-tracking services
  17. 17. UI - Container View • Most used view • Current status • Tags • Triggers • Variables • Folders • Versions
  18. 18. Triggers • Rules that decide if a tag is executed or not (fire / non-fire) • Made up of conditions • Default triggers • Custom triggers
  19. 19. Triggers • Rules that decide if a tag is executed or not (fire / non-fire) • Made up of conditions • Default triggers • Custom triggers Fire on: • All Pages • Some Pages • Click • Form • Other
  20. 20. Triggers • Rules that decide if a tag is executed or not (fire / non-fire) • Made up of conditions • Default triggers • Custom triggers
  21. 21. UI - Container View • Most used view • Current status • Tags • Triggers • Variables • Folders • Versions
  22. 22. Variables • Name-value pair • Used in triggers and tags • Default variabels • Custom variables
  23. 23. Name Value Page URL ”http://www…” Page Title ”Atea eSHOP” Event Click Click Element IMG Object Form ID ”registration- form” Variables • Name-value pair • Used in triggers and tags • Default variabels • Custom variables
  24. 24. Variables • Name-value pair • Used in triggers and tags • Default variabels • Custom variables Really powerful tool Extract data from website Fetch value from a cookie / dataLayer Where the ”magic” happens
  25. 25. UI - Container View • Most used view • Current status • Tags • Triggers • Variables • Folders • Versions
  26. 26. GTM - Example ”I want to send an event to Google Analytics when a visitor clicks on a banner on the front page.”
  27. 27. GTM - Example ”I want to send an event containing the image name to Google Analytics when a visitor clicks on a banner on the front page.”
  28. 28. GTM - Example Tag Trigger Variables Google Analytics Event Tag Banner Clicks on Front Page ”Click URL Query” ”Click Element” ”Page path”
  29. 29. UI - Versions View • Most used view • Current status • Tags • Triggers • Variables • Folders • Versions
  30. 30. Best practice • 1 Version for each ”function” • Use the Preview mode • If you are unsure, ask someone to review • Set right access to right people (powerful tool)
  31. 31. Thank you!

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