Outlines: Theory (Google Tag Manager, Tags, Triggers, Variables); Showcase; Learning Resources

1. Google Tag Manager
Lessons learned from non tech view.
BUI ANH TUAN – Growth Marketing Lead
tuanba@bravebits.vn
All rights reserved © BraveBits JSC

2. Outlines
Theory
What is Google Tag Manager? Tags, triggers, variables.
Showcase
Google Analytics events tracking
Integrating 3rd party services easily: Intercom.io
Google Adwords story
GTM & GA: events tracking with eCommerce funnel. (JoomlaShine)
Learning resources (list)

3. Google Tag Manager Explained

4. What is Google Tag Manager?

5. Remember 3 things:
TAGS
TRIGGERS
VARIABLES

6. A tag is a snippet of code that sends information
to a third party, such as Google.
What is a tag?

7. Google Tag Manager
A free tool that consolidates
your website tags with a
single snippet of code
and lets you manage
everything from a
web interface.

9. Typical code integration with 3rd services

10. Replaced with GTM code

11. ga('send', 'event', 'category', 'action', 'label')
Are you familiar with this string?

13. Triggers
- A condition that evaluates to either true or false at runtime.
- Compare the value in a variable with the value that you specified.

15. Variables

16. Variables
Conditions might include:
- Specific URL from referring pages, links, or for the page itself.
- The presence of specific HTML elements, IDs or classes.
- Cookie values
- Random number values
- Custom values via JavaScript.

18. GTM Supporting tools
Google Tag Assistant - Chrome addon

19. GTM - Preview Mode

20. ENOUGH theory!
It’s showcase time

21. nitro.woorockets.com

22. GOAL #1
We want to send event “purchase” to Google
Analytics and understand the performance of
crucial metrics.
Let’s see how to do that with GTM.

23. Purchase Tag

24. Purchase Trigger

25. Let’s see how it works

26. GOAL #2
We want to integrate Intercom.io box on the
landing page ONLY to talk with leads and get to
know customers insight.

27. How did we integrate Intercom?

28. Applied to appear only on landing page

29. How to discover what trigger?

30. We wish to track the CONVERSION from our
Google Adwords campaign and use remarketing.
GOAL #3

31. Google Adwords Conversion fires!

32. Firing Tags

33. Google Remarketing?

34. GTM Tag & Adwords Account

35. Implementation to JoomlaShine project
eCommerce funnel

36. Events Tracking with eCommerce funnel

37. Real Time Google Analytics Report

38. JoomlaShine eCommerce funnel
1. Product View
2. Add to Cart
3. Checkout
a. Reviewed order and ready to buy
b. Registered account & proceed to CyberSource / PayPal
4. Sale - Thank You

39. Showcase Time: let’s buy JSN EasySlider
Buy JSN EasySlider PRO STANDARD with coupon code.
Conditions:
Enable Preview mode in GTM
Open Real Time Google Analytics report

40. GA: Product Performance

42. Shopping Behavior

43. Top Conversions Path

44. Assisted Conversions

45. Assisted Conversions in details

46. GTM & Google Adwords

47. JSN EasySlider PRO ULM Tag

48. JSN EasySlider PRO ULM Trigger

49. JSN Product Thank You variable

50. DataLayer on JSN EasySlider page

51. ● Intercom.io
● Google Adwords Conversion / Remarketing
● Facebook Conversion / Remarketing
● Hotjar
● … but it’s much more
Using other 3rd party services via GTM

53. Valuable Resources
Tags, triggers, variables, and the data layer (Google)
Google Tag Manager Fundamentals (Google)
Complete Guide to GTM from iPULLRANK
Slideshare: Questions & Answers with TGM
Moz: What is Tag Manager

54. Visit BraveBits at http://www.bravebits.co/join-us/