This document provides an introduction and overview of Google Tag Manager. It begins by explaining why companies use GTM, noting that it allows tags to be added and managed without developer resources. It then reviews the basic user interface and components of GTM including accounts, containers, tags, triggers, variables and versions. Specific details are given about what each component represents and how they work together. The document concludes by giving a example of how to set up tracking of banner clicks with GTM.

1. Google Tag Manager
Basic Introduction
Carl Franzon carl.franzon@atea.com

2. Google Tag Manager

3. Agenda
• Why GTM?
• Tracking Script
• Migrating from Standard
tracking
• GTM Advantages
• Account structure

4. Why GTM?
I need this script
added on our site!

5. 1 month later…

6. Why GTM?
The script doesn’t
work / I need another
script!
Oops! Create a new
task and add it to the
list!

7. Why GTM?
• Time-consuming
• Development-demanding
• Resource-heavy
• Difficult to manage all scripts

8. Why GTM?
I need this script
added on our site!

9. 1 month later…

10. Why GTM?

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. Google Tag Manager
What is it?

13. UI - Accounts View
• Accounts
• Containers
• Connected to
logged-in user
• Containers/
account is limited

14. UI - Container View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions

15. UI - Container View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions

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. UI - Container View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions

18. Triggers
• Rules that decide if a tag is
executed or not (fire / non-fire)
• Made up of conditions
• Default triggers
• Custom triggers

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. Triggers
• Rules that decide if a tag is
executed or not (fire / non-fire)
• Made up of conditions
• Default triggers
• Custom triggers

21. UI - Container View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions

22. Variables
• Name-value pair
• Used in triggers and tags
• Default variabels
• Custom variables

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. 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. UI - Container View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions

26. GTM - Example
”I want to send an event to Google Analytics when
a visitor clicks on a banner on the front page.”

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. GTM - Example
Tag Trigger Variables
Google Analytics
Event Tag
Banner Clicks on
Front Page
”Click URL Query”
”Click Element”
”Page path”

29. UI - Versions View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions

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. Thank you!