Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Take your tracking to the next level with the power of Google Tag Manager #AFBMC

163 views

Published on

Take your tracking to the next level with the power of Google Tag Manager von Rahul Agarwal auf der virtuellen AFBMC.

https://conference.allfacebook.de/

Published in: Social Media
  • Be the first to like this

Take your tracking to the next level with the power of Google Tag Manager #AFBMC

  1. 1. Take your tracking to the next level with the power of Google Tag Manager Rahul Agarwal Munich, 19th March 2020
  2. 2. › Head of Online Marketing at Trenkwalder Group › Digital Strategy & Web Analytics Consultant at Nunatak Group › SEO/ Business Development for CupoNation (part of Rocket Internet) Over 7 years of experience in Paid Social, Web Analytics and Performance Marketing Who am I?
  3. 3. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Trenkwalder Group at Glance applications candidates employees local offices years of experience countries partner 1.000.000 300.000 40.000 200 35 17 1 We are a leading HR service provider in Central & Eastern Europe with €800 Mio. turnover
  4. 4. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Learnings for today… • GDPR/ Cookie Compliance • Understanding Facebook Pixel • Tag Manager tips & tricks to power the Pixel
  5. 5. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal GDPR vs. Cookies
  6. 6. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Current State of Cookie implementations in EU
  7. 7. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal GDPR implementation is still in grey zone TechCrunch ~5,000 Cookie notices
  8. 8. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal GDPR is clear in stating that if an Internet service is relying on consent as a legal basis to process visitors’ personal data it must obtain consent before processing data (so before a tracking cookie is dropped) — and that consent must be specific, informed and freely given.
  9. 9. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal “Our results show that a reasonable amount of users are willing to engage with consent notices, especially those who want to opt out or do not want to opt in. Unfortunately, current implementations do not respect this and the large majority offers no meaningful choice.”
  10. 10. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Current Cookie Consent Implementations
  11. 11. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal TechCrunch – Cookie Wall
  12. 12. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal TNW – Cookie Wall
  13. 13. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal AllFacebook
  14. 14. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal 121Watt Text page Facebook pixel is not running
  15. 15. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Bounteous
  16. 16. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Understanding Facebook Pixel
  17. 17. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
  18. 18. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Using Tag Manager to power the Pixel
  19. 19. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Tip 1: GDPR complaint FB Pixel Tracking (via. website cookie consent forms)
  20. 20. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Facebook allows to “revoke” and “grand” pixel access GDPR Complaint Facebook Pixel Tracking fbq('consent', 'revoke’); fbq('consent', 'grant'); // Revoke consent after 'init' is called fbq(‘Init', '<your pixel ID>’); fbq('consent', 'revoke’); fbq('track', 'PageView'); // Once the consent has been granted fbq('consent', 'grant');
  21. 21. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal “Revoke” stays as the default option fbq('consent’, revoke’);
  22. 22. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal So “Pageview” doesn’t load by default
  23. 23. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create cookie based on the button click (I/III) Default: No cookie | No tracking codes are run Developers Console
  24. 24. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create cookie based on the button click (II/III) Scenario 1: Cookie accepted Developers Console
  25. 25. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create cookie based on the button click (III/III) Scenario 2: Cookie declined Developers Console
  26. 26. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create a 1st Party cookie variable in Tag Manager User defined variable
  27. 27. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Fill in the cookie name as mentioned in dev. console
  28. 28. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal GTM variable will contain the same value as of the cookie
  29. 29. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Match the variable value to “Revoke” & “Grant” (I/III)
  30. 30. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Match the variable value to “Revoke” & “Grant” (II/III) “user_denied_permission" fbq('consent', 'revoke’); “user_gave_permission" fbq('consent', 'grant'); Facebook Pixel Code Scenario 1: User doesn’t choose any consent
  31. 31. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal GTM Variable “1stCookie - Facebook Pixel Consent” Value Match the variable value to “Revoke” & “Grant” (III/III) “user_denied_permission" fbq('consent', 'revoke’); “user_gave_permission" fbq('consent', 'grant'); Facebook Pixel Code Scenario 2: User allows the consent
  32. 32. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Modify Pixel base code with lookup table variable Variable value instead of “revoke” or “grant”
  33. 33. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal One more thing!
  34. 34. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal When accepted, pixel runs only on the next page (refresh) A classic click tracking (via. Tag Manager) can solve this issue
  35. 35. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Run the “Grant” commant on “Zustimmen” button click <script> fbq('consent', 'grant’); </script>
  36. 36. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Tip 2: Sending events selectively to different Pixels
  37. 37. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Sending events selectively to different Pixels fbq('init', '<PIXEL_A>’); fbq('init', '<PIXEL_B>’); fbq('track', 'PageView’); //fire PageView for both initialized pixels // only fire the Purchase event for Pixel A fbq('trackSingle', '<PIXEL_A>', 'Purchase’, { value: 1, currency : EUR’, }); // only fire the custom event ”OpenApplication” for Pixel B fbq('trackSingleCustom', '<PIXEL_B>’, OpenApplication’,{ //optional parameters });
  38. 38. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Tip 3: Advanced Matching of User Data
  39. 39. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Automatic Advanced Matching Advanced Matching for Pixels fbq('init', '{facebook-pixel-id}', { em: ‘{{_email_}}’, // Values will be hashed fn: ‘{{_first_name_}}’, // automatically by the pixel ln: ‘{{_phone_number}}’ // using SHA-256 ... }); Manual Advanced Matching
  40. 40. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Tip 4: Delaying pixel fire on your website
  41. 41. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Clicky users are expensive
  42. 42. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create a timer trigger with the time of your choice Step 1 6 seconds Fires on all pages
  43. 43. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create a tag with custom event that runs on timer trigger Step 2 <script> fbq(trackCustom’, ‘EVENT NAME’); </script> Choose the timer trigger
  44. 44. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Check the implementation in GTM debug mode Runs after 6 seconds
  45. 45. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Tip 5: Installing Pageview Counter via GTM
  46. 46. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create a 1st Party cookie variable that saves the page view count
  47. 47. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Add Custom HTML tag This is a Pageview counter for the cookie <script> (function(){ var cc = {{Cookie - Page Count}}-0+1 document.cookie="PageCountCookie="+cc+";path=/;"; }()); </script>
  48. 48. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create a trigger for 5 or more page views Use Case: › Send custom events via this trigger to send engagement data to Facebook & Google Analytics › Show custom popup’s to website visitors with offers, MailChimp signups › Use this trigger to personalize the website/ pricing based on the pageviews user have had
  49. 49. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Check the pageview’s live in GTM Debugger
  50. 50. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Tip 6: Detecting & sending user device to Facebook
  51. 51. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Sending device info to Facebook Pixel
  52. 52. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create a Custom Javascript variable This code returns the value of “True” & “False” for mobile devices * Find the code on the next page
  53. 53. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal function(){ var isMobile = false; //initiate as false // device detection if(/(android|bbd+|meego).+mobile|avantgo|bada/|blackberry|blazer|compal|elaine|fennec|hiptop|iemobile|ip(hone| od)|ipad|iris|kindle|Android|Silk|lge |maemo|midp|mmp|netfront|opera m(ob|in)i|palm( os)?|phone|p(ixi|re)/|plucker|pocket|psp|series(4|6)0|symbian|treo|up.(browser|link)|vodafone|wap|windows (ce|phone)|xda|xiino/i.test(navigator.userAgent) || /1207|6310|6590|3gso|4thp|50[1-6]i|770s|802s|a wa|abac|ac(er|oo|s- )|ai(ko|rn)|al(av|ca|co)|amoi|an(ex|ny|yw)|aptu|ar(ch|go)|as(te|us)|attw|au(di|-m|r |s )|avan|be(ck|ll|nq)|bi(lb|rd)|bl(ac|az)|br(e|v)w|bumb|bw-(n|u)|c55/|capi|ccwa|cdm-|cell|chtm|cldc|cmd- |co(mp|nd)|craw|da(it|ll|ng)|dbte|dc-s|devi|dica|dmob|do(c|p)o|ds(12|-d)|el(49|ai)|em(l2|ul)|er(ic|k0)|esl8|ez([4- 7]0|os|wa|ze)|fetc|fly(-|_)|g1 u|g560|gene|gf-5|g-mo|go(.w|od)|gr(ad|un)|haie|hcit|hd-(m|p|t)|hei- |hi(pt|ta)|hp( i|ip)|hs-c|ht(c(-| |_|a|g|p|s|t)|tp)|hu(aw|tc)|i-(20|go|ma)|i230|iac( |- |/)|ibro|idea|ig01|ikom|im1k|inno|ipaq|iris|ja(t|v)a|jbro|jemu|jigs|kddi|keji|kgt( |/)|klon|kpt |kwc- |kyo(c|k)|le(no|xi)|lg( g|/(k|l|u)|50|54|-[a-w])|libw|lynx|m1-w|m3ga|m50/|ma(te|ui|xo)|mc(01|21|ca)|m- cr|me(rc|ri)|mi(o8|oa|ts)|mmef|mo(01|02|bi|de|do|t(-| |o|v)|zz)|mt(50|p1|v )|mwbp|mywa|n10[0-2]|n20[2- 3]|n30(0|2)|n50(0|2|5)|n7(0(0|1)|10)|ne((c|m)- |on|tf|wf|wg|wt)|nok(6|i)|nzph|o2im|op(ti|wv)|oran|owg1|p800|pan(a|d|t)|pdxg|pg(13|-([1- 8]|c))|phil|pire|pl(ay|uc)|pn-2|po(ck|rt|se)|prox|psio|pt-g|qa-a|qc(07|12|21|32|60|-[2-7]|i- )|qtek|r380|r600|raks|rim9|ro(ve|zo)|s55/|sa(ge|ma|mm|ms|ny|va)|sc(01|h-|oo|p-)|sdk/|se(c(- |0|1)|47|mc|nd|ri)|sgh-|shar|sie(-|m)|sk-0|sl(45|id)|sm(al|ar|b3|it|t5)|so(ft|ny)|sp(01|h-|v-|v )|sy(01|mb)|t2(18|50)|t6(00|10|18)|ta(gt|lk)|tcl-|tdg-|tel(i|m)|tim-|t-mo|to(pl|sh)|ts(70|m-|m3|m5)|tx- 9|up(.b|g1|si)|utst|v400|v750|veri|vi(rg|te)|vk(40|5[0-3]|- v)|vm40|voda|vulc|vx(52|53|60|61|70|80|81|83|85|98)|w3c(-| )|webc|whit|wi(g |nc|nw)|wmlb|wonu|x700|yas- |your|zeto|zte-/i.test(navigator.userAgent.substr(0,4))) isMobile = true; return isMobile; }
  54. 54. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create a lookup table variable and assign the right values
  55. 55. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Add lookup variable to the pixel tracking code
  56. 56. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Tip 7: Use DataLayer to teach Facebook Pixel
  57. 57. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Check my last year’s presentation on Dynamic Ads implementation. https://conference.allfacebook.de/wp-content/uploads/2019/10/AFBMC-facebook- dynamic-ads.pdf
  58. 58. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Use DataLayer.push() to send infomation to Facebook via. Google Tag Manager
  59. 59. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create a new Data Layer Variable
  60. 60. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Save Data Layer values into the variables Tag Manager Debug Mode
  61. 61. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Send dynamic values to Facebook via. variables ViewContent – Product Page > DataLayer Variables
  62. 62. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Creating product sets with multiple rules Use case Branch office Job category
  63. 63. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Rahul Agarwal r.agarwal@trenkwalder.com M: +49 (0)1515 2626 540 group.trenkwalder.com www.linkedin.com/rahulagrwl19 Thank you for your attention.

×