This document provides an overview of using Google Tag Manager (GTM) to implement advanced tracking and structured data markup. It discusses the key components of GTM including tags, triggers, variables and the data layer. It then provides step-by-step instructions on using GTM to implement schema.org rich data, as well as advanced tracking metrics like scroll depth, screen time and hover tracking. Additional resources for learning more about GTM are also listed.
This webinar covers the Shifft 7 Step Digital Marketing process, explores where you need to start your Digital Marketing journey and discusses tips on how to leverage yourself in this space.
How to Create a Web Analytics Measurement Plan - StrategyRyan Stewart
For more information, please visit us on the web: http://webris.org/services/web-analytics
Without a good grasp on your company's data, you are operating blind.
Think about it - how can you make effective decisions without the proper information?
Web analytics gives your business the power to see, think and act clearly. Having a good grasp on your data allows you to make better informed decisions about your marketing spend which will ultimately increase your top line revenues.
Before you can extract this data, you need to tag your analytics platform with the correct .javascript pixels.
Before you can tag your website, you need to know WHAT to tag.
A web analytics measurement plan outlines the goals, business objectives and key performance indicators that you need in order to translate them into tags.
This slideshow shows you how to create a web analytics measurement plan.
Mart Virkus (Toggl, Chief of Marketing) "Toggl's tips and lessons on using co...Anna Vodyanitskaya
"1. What's the state of content marketing in 2017, and is it worth investing in?
2. What should you do before getting into content marketing?
3. How to find the right channels for sharing your content?
4. How much should you spend on content?
5. How to know it's working & which metrics should you look at?"
You can’t make data-driven decisions without data – but how do you know which data really matters? And how do you turn that data into meaningful insights you can actually act on, today?
We’ve been doing this for more than a decade, so we understand your biggest reporting and analysis challenges. Check out these webinar slides as we reveal our secrets to better track your marketing performance. You'll learn:
• What IS a good marketing ROI?
• The 4 key marketing metrics to focus on this year.
• Your best marketing strategies for 2022 and the metrics that matter for each.
It’s no use trying to outrank big companies with massive budgets, right? WRONG! With the right SEO and PPC tactics, you absolutely can. But it’s not just a matter of choosing one or the other. To get more traffic to your site that you can convert into customers, you need both.
Check out these webinar slides to learn:
• Why you need to integrate your SEO and PPC strategies.
• How to combine them to rank higher in search results.
• How to allocate budget between SEO and paid media campaigns.
This webinar covers the Shifft 7 Step Digital Marketing process, explores where you need to start your Digital Marketing journey and discusses tips on how to leverage yourself in this space.
How to Create a Web Analytics Measurement Plan - StrategyRyan Stewart
For more information, please visit us on the web: http://webris.org/services/web-analytics
Without a good grasp on your company's data, you are operating blind.
Think about it - how can you make effective decisions without the proper information?
Web analytics gives your business the power to see, think and act clearly. Having a good grasp on your data allows you to make better informed decisions about your marketing spend which will ultimately increase your top line revenues.
Before you can extract this data, you need to tag your analytics platform with the correct .javascript pixels.
Before you can tag your website, you need to know WHAT to tag.
A web analytics measurement plan outlines the goals, business objectives and key performance indicators that you need in order to translate them into tags.
This slideshow shows you how to create a web analytics measurement plan.
Mart Virkus (Toggl, Chief of Marketing) "Toggl's tips and lessons on using co...Anna Vodyanitskaya
"1. What's the state of content marketing in 2017, and is it worth investing in?
2. What should you do before getting into content marketing?
3. How to find the right channels for sharing your content?
4. How much should you spend on content?
5. How to know it's working & which metrics should you look at?"
You can’t make data-driven decisions without data – but how do you know which data really matters? And how do you turn that data into meaningful insights you can actually act on, today?
We’ve been doing this for more than a decade, so we understand your biggest reporting and analysis challenges. Check out these webinar slides as we reveal our secrets to better track your marketing performance. You'll learn:
• What IS a good marketing ROI?
• The 4 key marketing metrics to focus on this year.
• Your best marketing strategies for 2022 and the metrics that matter for each.
It’s no use trying to outrank big companies with massive budgets, right? WRONG! With the right SEO and PPC tactics, you absolutely can. But it’s not just a matter of choosing one or the other. To get more traffic to your site that you can convert into customers, you need both.
Check out these webinar slides to learn:
• Why you need to integrate your SEO and PPC strategies.
• How to combine them to rank higher in search results.
• How to allocate budget between SEO and paid media campaigns.
Our optimization experts will quash common misconceptions and share their best strategies to help bring your landing pages to the next level. Tune in to learn how to create a streamlined, engaging experience that drives lead generation.
You'll learn:
-Why you should use video on your landing page
-How your landing page affects your Google Quality Score
-How to design your landing page to capture more conversions
In this presentation, I share some stories from my 9 years of running a digital agency from scratch and how I changed the strategy twice to continue to grow as we were hitting a plateau.
Track A - How to Build Million Dollar Assets around Affiliate MarketingAffiliate Summit
– What are the common problems faced by affiliate marketers?
– Why are affiliates good owners and business managers?
– Hear examples success stories of affiliates who have innovated and now turned into business and asset owners.
Oliver Kenyon, Director, pagesource Ltd
Track A - How to get the most out of your landing page conversionsAffiliate Summit
– The 12 essential blueprints to high converting landing pages
– How to properly test your landing pages
– Q and A with Andy and Oliver (10 years + experience)
Hosted by Oliver Kenyon and Andy Haskins, The landing page guys and Max Pepe, VP Marketing, AdinCube
It's been a big year for Google, are your ad strategies keeping up?
Are your ads on Google as competitive as they could be? Are you sure?
Make sure your advertising efforts aren't getting left behind in all of Google's updates.
Join our live webinar for expert insight on all the important changes Google introduced this year, and how to use them to grow your business.
You'll learn:
Exactly what changed in the transition to Google Ads, and how it could affect your profits
Which ads have seen the most success on Google this year, and what we've learned from them
A sneak peek on what changes you can expect to see in 2019
How & Why You Should Spend On SEM if You're Winning at SEODigital Reach
Things are going great - your website is growing in organic traffic and you’re driving valuable conversions. Now, it’s time to invest in paid search.
Wait, what? Why jump to paid? Organic traffic is free!
The success of organic is telling you useful information about your website - mostly, that it’s a good answer for relevant queries. You can use that information to drive profitable paid traffic. Then, even more powerfully, you can create a synergistic feedback loop that will increase profitability for both disciplines.
If you want to turn your organic success into greater momentum, listen to our Head of Operations Andrew Seidman discuss how to transform your inbound traffic sources.
Tree service digital +google maps optimization presentationtreeservicedigital
We would love the opportunity to earn your business and be a part of your team in the marketing space. Being on the internet is extremely important in today’s day and age, and we feel that we can help you get a tangible ROI with our strategic and planned services.
"Growth Marketing and search engine optimization in Liverpool, we specialize in search marketing.
Google, Bing, and Hubspot accredits us to help customers grow their customer base.
We collaborate with designers, developers, and copywriters. So we can not only boost targeted visitors to your site but also to convert them into paying customers. Our services include, website design, content marketing, copywriting, PPC and SEO in Liverpool.
Full search marketing services and website design for your local business in Liverpool.
Services include, social media management, content marketing, search engine optimization and website design."
Part 3: Marketing Analytics 101: Inform Your Decisions With the Best InformationSurefire Local
Knowing what's working and what isn't in your digital marketing is one of the most biggest obstacles for contractors. In this session, we'll walk through best practices in tracking and analyzing your digital activities so you know the exact activities are driving the most leads, and stop wasting money on under-performing programs.
Why micro-influencers aren't the only solution to a case of Marketing FOMO. BrightonSEO talk from Allyson Griffiths, Strategy Director at iCrossing, September 2017.
Using Enhanced Ecommerce in Google Analytics for Business GrowthAnna Lewis
How Google Analytics reports can help you grow your business.
Business questions that you may not have known web analytics platforms can answer for you.
Google Analytics Enhanced Ecommerce showcase with examples as to how you can easily make more money from your website by finding where to make it better for users.
Empowering Affiliates to Drive Incremental Revenue GrowthAffiliate Summit
This presentation is from Affiliate Summit West 2018 (January 7 - January 9, 2018 in Las Vegas).
Session description: Learn what tools and insights can help drive deeper strategy conversations and lead to incremental revenue growth for both the affiliate and retailer.
Find What You Need Fast with the Google Search ApplianceFishbowl Solutions
Fishbowl Solutions, Hitachi, and Google partner to demo the strength and speed of the Google Search Appliance (GSA). Also learn about Fishbowl's GSA Connector for Oracle WebCenter.
Our optimization experts will quash common misconceptions and share their best strategies to help bring your landing pages to the next level. Tune in to learn how to create a streamlined, engaging experience that drives lead generation.
You'll learn:
-Why you should use video on your landing page
-How your landing page affects your Google Quality Score
-How to design your landing page to capture more conversions
In this presentation, I share some stories from my 9 years of running a digital agency from scratch and how I changed the strategy twice to continue to grow as we were hitting a plateau.
Track A - How to Build Million Dollar Assets around Affiliate MarketingAffiliate Summit
– What are the common problems faced by affiliate marketers?
– Why are affiliates good owners and business managers?
– Hear examples success stories of affiliates who have innovated and now turned into business and asset owners.
Oliver Kenyon, Director, pagesource Ltd
Track A - How to get the most out of your landing page conversionsAffiliate Summit
– The 12 essential blueprints to high converting landing pages
– How to properly test your landing pages
– Q and A with Andy and Oliver (10 years + experience)
Hosted by Oliver Kenyon and Andy Haskins, The landing page guys and Max Pepe, VP Marketing, AdinCube
It's been a big year for Google, are your ad strategies keeping up?
Are your ads on Google as competitive as they could be? Are you sure?
Make sure your advertising efforts aren't getting left behind in all of Google's updates.
Join our live webinar for expert insight on all the important changes Google introduced this year, and how to use them to grow your business.
You'll learn:
Exactly what changed in the transition to Google Ads, and how it could affect your profits
Which ads have seen the most success on Google this year, and what we've learned from them
A sneak peek on what changes you can expect to see in 2019
How & Why You Should Spend On SEM if You're Winning at SEODigital Reach
Things are going great - your website is growing in organic traffic and you’re driving valuable conversions. Now, it’s time to invest in paid search.
Wait, what? Why jump to paid? Organic traffic is free!
The success of organic is telling you useful information about your website - mostly, that it’s a good answer for relevant queries. You can use that information to drive profitable paid traffic. Then, even more powerfully, you can create a synergistic feedback loop that will increase profitability for both disciplines.
If you want to turn your organic success into greater momentum, listen to our Head of Operations Andrew Seidman discuss how to transform your inbound traffic sources.
Tree service digital +google maps optimization presentationtreeservicedigital
We would love the opportunity to earn your business and be a part of your team in the marketing space. Being on the internet is extremely important in today’s day and age, and we feel that we can help you get a tangible ROI with our strategic and planned services.
"Growth Marketing and search engine optimization in Liverpool, we specialize in search marketing.
Google, Bing, and Hubspot accredits us to help customers grow their customer base.
We collaborate with designers, developers, and copywriters. So we can not only boost targeted visitors to your site but also to convert them into paying customers. Our services include, website design, content marketing, copywriting, PPC and SEO in Liverpool.
Full search marketing services and website design for your local business in Liverpool.
Services include, social media management, content marketing, search engine optimization and website design."
Part 3: Marketing Analytics 101: Inform Your Decisions With the Best InformationSurefire Local
Knowing what's working and what isn't in your digital marketing is one of the most biggest obstacles for contractors. In this session, we'll walk through best practices in tracking and analyzing your digital activities so you know the exact activities are driving the most leads, and stop wasting money on under-performing programs.
Why micro-influencers aren't the only solution to a case of Marketing FOMO. BrightonSEO talk from Allyson Griffiths, Strategy Director at iCrossing, September 2017.
Using Enhanced Ecommerce in Google Analytics for Business GrowthAnna Lewis
How Google Analytics reports can help you grow your business.
Business questions that you may not have known web analytics platforms can answer for you.
Google Analytics Enhanced Ecommerce showcase with examples as to how you can easily make more money from your website by finding where to make it better for users.
Empowering Affiliates to Drive Incremental Revenue GrowthAffiliate Summit
This presentation is from Affiliate Summit West 2018 (January 7 - January 9, 2018 in Las Vegas).
Session description: Learn what tools and insights can help drive deeper strategy conversations and lead to incremental revenue growth for both the affiliate and retailer.
Find What You Need Fast with the Google Search ApplianceFishbowl Solutions
Fishbowl Solutions, Hitachi, and Google partner to demo the strength and speed of the Google Search Appliance (GSA). Also learn about Fishbowl's GSA Connector for Oracle WebCenter.
Advanced Analytics Implementations at EA scaleAni Lopez
Designing and managing advanced analytics implementations for 35+ digital properties, across more than 10 different production teams, is not an easy task. It became even more challenging when the analytics team at Electronic Arts (EA) was required to migrate from Adobe Site Catalyst to Google Analytics Premium to Google Universal Analytics, all within the span of 18 months. Of course, all of this had to be done while still keeping pace with the company’s frenzied schedule for publishing blockbuster games, each of which requires new sites and countless marketing campaigns. See how we used Tealium iQ™ tag management system to achieve our objectives.
How To Increase Your Website's Visibility - SEO Best Practices - LA2M Presena...Tarun Gehani
This introductory-level SEO presentation will cover best practices in optimizing your website for greater organic visibility in the search engines. Learn about site structure, content optimization, on-page SEO and page speed improvements to increase your keyword rankings and bring in more qualified traffic.
Innovations of Digital Marketing in Engineering & Technologyiicecollege
Innovations of Digital Marketing in Engineering & Technology
objective:
To study the Traditional Marketing Methodology
To study the Innovations in Digital Marketing
To find the future potential of Digital Marketing in Engineering & Technology
for more details please visit
www.iicecollege.com
Is your company a third party interactive marketing solution or interactive marketing agency? Do your clients need Google Analytics services? Contact Vertical Nerve so we can discuss our Google Analytics agency model that includes commission re-seller and service provider (white labeling) opportunities!
In a world of content and links, technical SEO can often be left behind, but getting it wrong can be catastrophic. In this talk, Faye will take you through the different steps of a technical SEO audit and why it is essential, sharing with you some of the most common mistakes and what you should be looking out for on your own website.
SEO course & services in Ghaziabad | Advanced seo Course in Ghaizabad |Search...SEO Master LLC
Digital Marketing Paathshala(DMP) is devoted to educating professionals in the field of Digital Marketing. We enable professionals to execute efficient campaigns, drive higher ROI and competitiveness in a global jobs market
http://www.pointit.com - This presentation covers the basics of Google Analytics. Whether you're a marketer or a Website owner, you'll find everything you need to know about Google Analytics here.
Learn about the basics of Search Engine Optimisation for popular search engines like Bing and Google, including an overview of content, page structure, Google Analytics, SEO for Content Management Systems, and more.
Similar to Paul Duncan - Advanced Tracking & Enriched SERP Results via Google Tag Manager (20)
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. Bio – Paul Duncan
• SEO Program Manager for Cabela’s
• 5+ years experience in SEO, AdWords
• Large Agency, Medium Agency, In-House Experience
• 4th
Place – Jefferson County Burt Reynolds Lookalike
3. What is GoogleTag Manager?
• Google’s own tag management system
• Offsite code snippet and tag container
• Compatible with AdWords, Floodlight, GA, other 3rd
party or custom tags
4. Why use GTM?
• Non-Developers can add custom code such as Schema.org
• Implement advanced tracking metrics
• Page speed/load time impact
6. Tags
• Tracking
• Page views
• Events
• Social engagement
• Transaction
• Rich data markup
• Contact information (NAP)
• Product
• Video
• Reviews
A tag is a piece of code that sends information to a third party, such as
Google Analytics
7. Triggers
• Page views
• User Clicks
• Timer
• Form Submission
A trigger is a condition that evaluates to either true
or false at runtime. Triggers attached to a tag
govern when the tag is fired or not fired.
8. Variables
• Variables inTags
• Capture dynamic values
• Ex: Google AnalyticsTracking Code
• Variables inTriggers
• Define trigger filters
• Ex: Referral Source
Variables are name-value pairs that populate a value during run time. They can be built-in, or custom.
9. DataLayer
• Pass data from website to
GTM
• Ex: Form Data
• Use paths to identify and
capture variables
Credit: Optimize Smart
10. Custom HTMLTags
• Blank template allowing for custom tags
• Insert Rich Data markup
• DownloadedTracking Scripts
11. Debugging
• Testing environment
• Ensure that tags are firing with triggers
• Validate that correct data is being transferred
Credit: Orbit Media
12. Implementation
• Create new container
• Link container to Google Analytics
• Add container ID code snippet to website
• Start tagging
13. TagsYou Should Be Using
• Rich Data Markup – Schema.org
• Scroll Depth
• Screen Time
• Hover Tracking
14. Schema Rich Data Markup
• Format data to be easily read by search
engines
• JSON-LD – JavaScript Object Notation for
Linked Data
• Online Schema.org generators
15. Schema for Business Information
• Assist with local business
ranking
• Google My Business
association
16. Schema forVideos
• Allow Google to interpret video content
• Rank inVideo SERPs
• Overall organic page rank due to video supporting text content
17. Schema for Product Information
• Display price, rating &
availability directly in SERP
• Increase CTR
• Lower bounce rate
18. Generating Schema Code – Online Generators
• Schema.org
• Hall Analysis
• Google Search Webmasters
Credit: Hall Analysis
19. Create your Own Generator
• Create your own Schema.org
code generator using Excel or
Google Sheet
30. Scroll DepthTracking
• How far are users scrolling on
your page?
• CTA/Content Placement
• Pair with KW data from Search
Console
Credit: Parsnip.io
31. Credit: Blast Analytics & Marketing
Scroll Depth Tracking
• Compare scroll percentage
to conversion rate
• Adjust page elements for
ideal positioning for
conversion
32. ScreenTime
• Scroll Depth + DwellTime
• How long are users staying
on a particular portion of
your page?
• True content engagement
analysis
Credit: parsnip.io
33. HoverTracking
• Track user engagement for UX
• Are users confused with parts
of your site?
• Opportunity for link placement
Credit: The Next Web
36. Implementing HoverTracking -1/6
• Download the script -
LunaMetrics
• Import the container into
your GTM
• Merge with your current
container
Credit: LunaMetrics
37. Implementing Hover Tracking – 2/6
• Edit the constant
variable created by the
LunaMetric Script
• Paste in the selector
path for the value
38. Implementing Hover Tracking – 3/6
• Use Dev Tools to inspect
the element
• Right Click on the element
to copy the selector path
39.
40. Implementing Hover Tracking – 4/6
• Create a Google Analytics
Event Tag
• Use your GA Tracking constant
variable
• Use Category, Action, Label to
distinguish the event in GA
41. Implementing Hover Tracking – 5/6
• Create a Custom Event trigger
• Rule: CSS Selector matches
the path. (Same path you used
before in the constant variable)
We make the best outdoor products money can buy! –Tommy Boy
With this array of experience, I have implemented tags in a variety of ways, and have found GTM to be the easiest to use, with the largest community of online contributors who make it easy to accomplish what you’re trying to tag.
What is a tag management system? This is a container that hosts offsite code snippets called “Tags” which pull data from your website to send to other sources.
More recently-- Google Optimize A/B testing.
Data driven decisions are vital to the success of digital marketing campaigns. GTM allows for more data to be captured and analyzed. It also allows non-devs to implement advanced tracking, or custom code like Rich Data Markup without having to manage the source code.
And because you are storing these code snippets off-site, you’re actually positively impacting your page speed and load time. This is going to be particularly important with the pending mobile-first ranking algorithm. Google has been very loud about page speed and load time, and we all know that small changes can add up and create a faster site.
Best of all, it’s Free to Use!!
Before we get into some of the more advanced tracking methods and tags you can implement, It’s important to understand some of the core components of GTM.
The most important of which are Tags. So what is a tag? A tag is a piece of code that send info to a 3rd party such as GA. They can be used in a variety of ways. Tags can place tracking IDs from 3rd parties on your site. Tags can be also instrumental in tracking page views, events, social engagement, or transactions on your website. They can also be used to implement rich data markup on your website for data such as Business/Organication Contact Info, Product Info, or to markup Videos and Reviews. There are built in templates for more basic tags and many 3rd party tracking apps, or there are blank tags that will allow you to enter what ever you want.
Tags are not “always on”. They need to be fired based on a certain condition being met. This is where Triggers come in. A trigger is a condition that evaluates to either true or false. Tags will fire based on the state of that trigger that they are attached to.
Some examples of triggers are page views, user clicks, a certain time limit being reached, or form submissions. So for example, you have a “call now” button on every page of your website. You’d like to see which from which page a user clicks to call. You can create a tag that will gather that URL, and use the button click as the trigger. So the tag itself will not be fired until the trigger evaluates to true, which would be the act of clicking “call now”.
Variables are another important component to GTM. These name-value pairs populate a particular value during run time of a tag or a trigger. Google provides several built-in variables, but you can also create custom variables.
Variables can be used with Tags to capture changing values, or to insert particular tracking codes such as your GA tracking-ID. They can be constant or dynamic.
Variables can be used within triggers to define particular trigger filters.
In more advanced cases, variables can actually be dynamic within the tag itself. So you would be able to define a variable based on information from your website, and the variable would automatically change depending on the session data from each user on your website.
The DataLayer, also sometimes called the Data Collection Layer, contains information from the webpage and the user session that can be passed from your site to GTM and then through to the 3rd party sources.
The built in variables within GTM make it very easy to interact with the data layer. But more advanced users can start to send specific custom data to the data layer to be captured and tracked. In this way, you can capture dynamic information that would change from session to session.
In my previous position I was able to solve a rather difficult problem using information from the datalayer. Our clients had contact forms implemented on their site through the use of iframes. This made it very difficult to capture the URL from which a form was submitted. I was able to add the same GTM container to the iframe URLs in order to capture the referral URL within the dataLayer, which then allowed us to pass that information to Google Analytics and quickly analyze which pages were leading to form submissions.
One of my favorite parts of GTM is the Custom HTML Tag option. This is essentially a blank slate that allows you to enter whatever type of custom code snippet you want onto a webpage. You can add in rich data markup to enhance your rankings, or a custom downloaded tracking script. The limits here are without bounds.
A word of caution about Custom HTML tags, entering custom HTML code can be as powerful as editing the source code of your website itself. So be careful about who you allow to access your GTM account.
The good news is, Google provides a way for you to test out the tags, triggers, and variables that you have implemented before actually publishing those changes. This testing environment, otherwise known as Debugging or Preview Mode, populates a window right onto your live URL. This will show you which tags have fired on the page, which tags have not yet fired, what variables are being used, and even what data is being passed through the data layer. This is highly useful for making sure that everything is working correctly before unleashing those new Custom HTML tags onto your site.
Now that we understand the different components of GTM, let’s get it implemented so that our site and the container can being to communicate. After creating a new container, you’ll be given a tracking code (shown here), that has an ID specific to your container. You’ll need to add this piece of code to every page of your site for which you’ll want to do some tagging. If you don’t have access to the source code, your developer should be able to install this code quite easily.
Do ensure that if you have any sort of custom Data Layer snippet, that you place the GTM code below the Data Layer snippet so that those variables are available to be passed to GTM.
Beyond the built-in tags that Google provides, there are some very valuable advanced tags that you should be using. We’re going to talk about Rich Data Markup, Scroll depth tracking, Screen Time Tracking, and Hover Tracking.
When talking about Rich Data markup, we’ve got to take a look at Schema.org. Schema.org is a library of microdata which formats particular information on your website to be easily read and indexed by search engines. This code acts as a big signal for Google to recognize what type of information you’re trying to pass over.
Personally, I like to structure my schema code snippets using JSON-LD, a type of javascript which is easy to use and create.
There are a myriad of online generators that help you generate your schema code to then insert into GTM.
So what all can you mark up with rich data and how does it impact your site?
You can mark up Business or Organization contact information.
This will help google to verify your business name, phone number, address, business hours, and other important information with directories across the internet, specifically Google My Business. This can also help Google associate your business with particular geographic locations, which will assist with your Local SEO rankings.
You can even let Google know which social media accounts are associated with your business or organization. This makes it more likely that Google will populate more valid information in your featured listing for your business.
You can markup information on videos that you have embedded on your site. Since machines cannot yet watch and interpret videos in full, adding this information can let Google know that your video is relevant to the content on your site, and theoretically boost traffic to your page. You can let Google know how recent the video was published, the duration, and most importantly you can give them a description of what is happening in the video. This is a great place to add some keyword rich data.
This can boost your overall organic ranking for a particular URL, boost your rank in video specific SERPs, and increase your chances of have a featured video popup on the organic SERP.
With mobile devices being responsible for the majority of traffic online, and videos being a preferred method of content digestion on mobile, it’s important that we give Google the best information we can about videos.
One of my favorite rich data markups is Schema for Product Information. By marking up particular information about a product, you can actually have the price, rating, # of reviews, and availability listed directly in the SERP.
As you can see on the right, the listing with this markup displayed instantly stands out above the rest. So even though it is not in the #1 overall spot, it will be able to capture more traffic because it is more appealing to a user. Overall CTR for product pages on Cabelas.com increased 13% when we implemented schema for product information.
Ideally, you’ll also be lowering your bounce rate. Users that click on your listing will already be pre-qualified because they know the ratings, the price, and the availability of the product. This should stop what we call “window shopping”, where a user is just clicking on your listing to see your price and then instantly bouncing back to the SERP to check other prices.
As mentioned before, there are a number of online schema.org code generators that can help you to create working code to start marking up your site. Schema.org themselves provides examples that you can copy, as does Google Search Webmasters. They provide them in a number of different languages and formats, including my preferred JSON-LD method.
Pictured, we have a code generator from Hall Analysis. You can see at the top that there is a drop down to allow you to select the type of code that you want to create, be it local business, organization, product info, etc. And then a number of fields to fill in with information, and on the right that information is spit out into the correct code format.
If you don’t find that the online generators have everything that you’re looking for, you can always create your own code generator using some basic concatenation formulas within Microsoft Excel and Google Sheets.
Using a template from Google Search Webmasters, I created the pictured code generator here in Google Sheets. There are sections for inputs above, and the code is generated below. This allowed me to have all of the specific fields that I felt were important for our clients.
Google even provides a way for you to test your newly generated code before your go to implement it onto your site through GTM. The Structured Data Testing Tool.
You can paste your code right into this tool, and it will ensure that your code is in the correct format, and that everything is recognized by Google. Once you see that your code is error free, you’re ready to start adding it to GTM.
So how do we go about implementing this code? Let’s run through an example for a fictitious product that my pretend company is selling.
Paul’s Bobblehead emporium sells this extremely rare King Tut Bobblehead. I have this product listed on a product page on my website, and I want to make sure Google has all the correct info about it. So the first thing I’m going to do is generate my Schema.org code that will allow me to mark up that information, either using an online generator, or using code I wrote myself.
Then I’m going to verify my code using the structured data testing tool. Once I see that I’m error free, and Google is correctly interpreting all of my data, I’m ready to throw it into a tag.
We talked earlier about Custom HTML tags. This blank slate is going to be the perfect place to insert my newly generated schema code. So after navigating to GTM, I’m going to create a new tag and select CUSTOM HTML.
I’ve then pasted in my code into the tag configuration box.
Be sure to label your tag, as you’ll likely have more than 1 product. Here I have called it “Schema – King TuT Bobblehead Product.
Now I need to setup a trigger to fire this tag at the right time.
In this case, I want to configure my trigger in such a way that this tag only fires on the King Tut Product page URL. To accomplish this, I’m going to select the “Page View” trigger type. Next I want to select “Some Page Views”, and tell Google to only fire this tag when the Page URL of this page view contains the text “King-Tut”. You’ll want to be sure that whatever text you use is specific and unique to that URL only.
I’ve chosen “contains” as my rule, but you could choose “exactly” to be more thorough. In some cases you might have a folder URL structure, and by using “contains”, you’ll run into an issue where you only want to tag the top level Folder page, but anything within that folder will also be included. So be sure you know whether you can use contains or exact match.
Google will make sure that you have setup a trigger before you can save your tag and move forward, so don’t worry that you’ll forget it.
You can now save the tag and move forward.
Once you’ve configured the tag and the trigger, it’s time to enter preview mode. Select preview mode in GTm, and then open a new tab in the same browser and navigate to your URL.
You should see the GTM preview window populate at the bottom of the screen. Here you’ll be able to see whether or not your tag was successfully fired. In our case, we can see that the King Tut Bobblehead Product Schema tag has fired.
If it has not fired, you can click on the tag to see why it has not fired and which trigger conditions have not been met.
Once you’re sure your tag fires correctly on the page you want, you’ll need to navigate to another page on your site to make sure that the tag is not firing when it shouldn’t be. In this case, we see here that the King Tut tag did not fire. Since we are not on the king tut URL anymore, the trigger conditions were not met, and the tag was note fired. This is what we want, and now we’re sure it working correctly on our site.
If you see it firing when it shouldn’t, check which trigger conditions were met that allowed it to fire and go adjust those in GTM.
You can now publish your changes in GTM.
But, before we’re going to call this 100% complete, we’re going to head back over to the structured data tool from Google, and this time enter the URL from our website to be tested. This will crawl then entire URL and find nay instances of structured data that has been marked up on your site. Here we can see that it is picking up both our local business schema, as well as our product schema. We can click to expand those to see the exact info Google in getting.
Lastly, you’ll want to head to Search Console or the Mobile Friendly test in order to resubmit this URL for indexing. You could wait until Google recrawls your site, but might as well submit the page for indexing to get the data working for you more quickly.
We talked about rich data, now lets get into some advanced tracking metrics that can help you better understand how users are interacting with your website.
Scroll depth tracking is a very powerful tool that provides more indepth analysis of content engagement.
This goes beyond just a pageview. This will let you know how far down on a page a user is actually scrolling on your site.
Why is that useful? Well, lets say that you have important CTAs, or offers, or a contact form at the bottom of your webpage, and you’re not getting the conversions that you think your traffic indicates that you should. Using scroll tracking, we can actually see whether or not users are scrolling down far enough to reach those CTAs on your page.
If you see they are not getting that far down, you can adjust the positioning of those elements.
You can also compare this with Keyword Data on your site. Perhaps a certain search term is bringing a lot of traffic to your site. But you see low on page time and high bounce rate. Perhaps the information that answers those search queries is too far down and users are not scrolling down to find it. Again, changing the positioning of that information can lead to better UX.
Here is an example of what that data looks like with GA.
The custom script actually creates a new metric within GA. We can see that less than 8% of users are making it to the bottom of this page. A mere 30% of users are even making it past the half way point. So data below the halfway point is not being seen by 70% of our users!
Screen time tracking is another useful metric. This will let you know how long a user actually has a portion of your page active on their screen.
If you’ve placed an infographic in the middle of your content, you may not know whether or not users find it useful, or if they are just scrolling right passed it. With Screen time, we can see how long the portion of the page with the infographic is actually up on user’s screens.
This gives us a true analysis of content engagement.
Hover tracking is another way that we can track user engagement.
True, you can setup click tracking on non-clickable elements. But some users only hover over an element to see if its clickable.
Sometimes users get confused and think something is a button or should link somewhere.
If you see a high number of users hovering over one particular element on your site, you can use this as an opportunity to make it linkable or interactive in some way.
Let’s take a look at how we would go about implementing some of these advanced tracking scripts
Let’s say that I want to hover track this image of the Jason the JET Terry Bobblehead, which lives on a piece of content on my site.
Maybe you want to recommended to the UX team that this should be linked to your product page, but you also want to have the data to back it up.
Let’s install hover tracking on this image in order to give us some data.
These scripts are a bit more advanced than adding rich data markup. They’ll require custom variables and listening events. Fortunately, the online GTM community has made many of these scripts available for free download.
The script I’m going to implement here is a hover tracking script from a company called Luna Metrics.
Once you download your script, you’ll need to import it and merge it with your current container. Merging rather than overwriting, will allow you to import their script settings without losing any of the tags that you’ve already set up.
In order for this script to work correctly on your site, you’ll need to edit the custom hover listener variable that was created when you imported the script.
Find the custom CSS Selector path for whatever element you want to hover track.
It’s fairly easy to find the CSS Path. Simply inspect the element in Google Dev Tools, right click on the element, and select “Copy Selector” under the copy menu.
And now you can past that directly into the custom variable value
Now you’ll need to create a tag. This time, create a Classic Google analytics tag, and select Event as the track type.
You can use the fields to label the event in a way that you can easily identify it in GA
As you can see here, I’ve labeled my tag as JET - Hover
You’ll also need to create a custom event trigger in order for this tag to fire properly when someone does in fact hover over the image.
To do this, setup a rule that the Element should match the same CSS selector that you copy and pasted earlier.
Save the tag and enter preview mode.
You can see here that before I hover over the image, the JET Hover tag has not yet fired.
As soon as I mouse over the image, the tag fires, and sends the event data to GA.
We can see from the preview that the tag is correctly working. So let’s publish the changes and go to the next step.
Once you publish your changes, we can go even 1 step further and actually see the data collecting in GA.
Navigate to Real Time Reporting in GA, and check the events tab. Now go to your site and hover over your image. You can actually see the event tracking in real time.
Now we know this tag is good to go!
So we’ve talked about the advantages of GTM, and we’ve reviewed the main components like Tags, Triggers, and Variables.
We talked about marking up important data to make it easier for Google to digest, and seen an example of implementing Schema markup for Product Info.
And we looked at the advanced tracking metrics Scroll Depth Tracking, Screen Time Tracking, and Hover tracking, and then saw an example of implementing hover tracking onto your site.
Hopefully you find these useful and you are inspired to go markup and collect more data on your own website.
Thank you all for your time.
There is a whole wealth of knowledge online, and here are some great resources to check out if you want to learn more about GTM.
I particularly enjoy the free videos from MeasureSchool on YouTube. The host, Julian, does a great job of explaining basic, intermediate, and more advanced uses of GTM.
If you want to track something, chances are there are resources out there that will help you track it.
