The document discusses the benefits and use cases of Google Tag Manager (GTM) in digital analytics, highlighting features like reduced costs, faster implementation, and cross-domain tracking support. It explains how GTM enables efficient conversion tracking and customer insights, facilitating better marketing strategies. The content emphasizes the importance of agile processes and goal-oriented spending in digital marketing.

1. Digital Analytics with the
Google Tag Manager
Analytics Summit, Google Switzerland
Jonas Wendler, Project Manager Analytics
Monday, 25th of January 2016

2. Case
(•‿•)

3. Case
(•‿•)

4. How?
¯_(ツ)_/¯

5. Without Google Tag Manager
Code
Code
Code
Code
Code
Code
Facebook
Marketing
IT / Web
Agency
N
M

6. With Google Tag Manager
Facebook
Marketing
IT / Web
Agency
1
N
Code

7. In Action. Different Marketing Tags with 1 Code.

8. Characteristics of the Google Tag Manager
– Reduced costs due to reduced complexity
– Faster implementation & more flexible
– Fewer sources of error & better testing
– Cross-domain tracking support
– Automatic tracking of downloads,
external links, buttons etc.

9. What? (Use Case)

10. Conversion Tracking > Automatic Tracking
Automatic Tracking
Event Goal

11. Remarketing > Get the Attention of the Right Segment
Different Users /
Customers
with different intent
Buy
Inform
Contact
User
Interaction
User Segments
List A : Specific Interest
List C : Checkout Process
List D : Transaction

12. Cross-Device Tracking > UserId
Home
Work
Login > Get UserId
Login >
Remember

13. Enhanced E-Commerce > Understand the Shopper
User (Buy) Get Data Understand Customer

14. Cross-Domain Tracking > Way Easier.
With GTMWithout GTM
Hard-coded. Every time. Easier to change.

15. SEO > Yes, SEO (Markups / Schema)
Output (SERPs)
Code (Input)

16. Cool, but… why?
¯_(ツ)_/¯

17. Why? How did it help the client?
1. Lengthy Release Cycles (1-2 Months) immediate
– Faster Insights for Marketing & Management
– Agile Process
– Goal-oriented spending of Marketing Budget
2. Economies of Scale

18. But. (Not Another Funnel)
General Interest
Specific Interest
First Interaction
First Step in
Conversion
ConversionConversion
Channels (Acquisition)
Website / Page Visit
Page Visit + Minutes Spent + Scroll Depth
Remarketing List A
Interaction / Event (e.g. Accordion Click, Map Click) + Scroll
Remarketing List B
Checkout Process / First Form Step
Remarketing List C
Form Completion / Transaction
Remarketing List D (Loyalty)
./.
./.
./.
./.
“If you don’t know where you’re going,
any road will take you there.”
- George Harrison / Lewis Carroll, Alice in Wonderland

19. Thanks.
jwendler@yourposition.ch