Google Tag Manager can do so much more than just fire your conversion tracking pixels. Learn how you can use GTM's out-of-the-box functionality, plus custom HTML and jQuery scripts, to track everything your heart desires - and even go beyond tracking to do things like personalize and canonicalize your site!
29 Advanced Google Tag Manager Tips Every Marketer Should KnowMike Arnesen
Google Tag Manager is an incredibly powerful tool and one you're likely not using to its full potential. In my talk from MozCon 2016, I delivered 29 rapid-fire tips intended to empower marketers to overcome the insurmountable odds and circumnavigate road blocks using this incredibly powerful marketing tool.
Implementing schema.org in the JSON-LD format with Google Tag ManagerEoghan Henn
Learn how to easily implement structured data (schema.org) in the JSON-LD format with Google Tag Manager. These are the slides from my talk at SEO-Day 2017 in Cologne, Germany.
Crafting Expertise, Authority and Trust with Entity-Based Content Strategy - ...Jamie Indigo
At SMXL, I presented a talk about crafting effective, authoritative content by understanding entities. People, places, objects, and ideas have facets. Human users have unique perspectives and their language changes as their relationship to an entity changes. It's time we stop chasing keywords-- a byproduct of search intent-- in favor of strategic entity-based strategy.
This deck includes insights into how to access the data behind Google's knowledge graph, use external links to boost the search engine's understanding, and ways to become an authoritative and trusted source.
y Keynote Presentation from today at SMXL Milan 2019 - Loving Italy about entities and augmentation queries and question answer through building knowledge graphs.
Explaining the Rise of JSON-LD (machine readable JS data). Why its important and how to make sure your website has enabled…
future action buttons.
* Recent changes & examples in the wild
* Live demo of Googles mark-up validator
* GTM config files to take away & enable.
My slides from MeasureCamp VI. I gave a talk about the most common misconceptions and preconceptions surrounding tag management and, more generally, measuring the stateless web. Most of the examples are using Google Tag Manager, but many of them should be generic enough to extend to other solutions and platforms as well.
29 Advanced Google Tag Manager Tips Every Marketer Should KnowMike Arnesen
Google Tag Manager is an incredibly powerful tool and one you're likely not using to its full potential. In my talk from MozCon 2016, I delivered 29 rapid-fire tips intended to empower marketers to overcome the insurmountable odds and circumnavigate road blocks using this incredibly powerful marketing tool.
Implementing schema.org in the JSON-LD format with Google Tag ManagerEoghan Henn
Learn how to easily implement structured data (schema.org) in the JSON-LD format with Google Tag Manager. These are the slides from my talk at SEO-Day 2017 in Cologne, Germany.
Crafting Expertise, Authority and Trust with Entity-Based Content Strategy - ...Jamie Indigo
At SMXL, I presented a talk about crafting effective, authoritative content by understanding entities. People, places, objects, and ideas have facets. Human users have unique perspectives and their language changes as their relationship to an entity changes. It's time we stop chasing keywords-- a byproduct of search intent-- in favor of strategic entity-based strategy.
This deck includes insights into how to access the data behind Google's knowledge graph, use external links to boost the search engine's understanding, and ways to become an authoritative and trusted source.
y Keynote Presentation from today at SMXL Milan 2019 - Loving Italy about entities and augmentation queries and question answer through building knowledge graphs.
Explaining the Rise of JSON-LD (machine readable JS data). Why its important and how to make sure your website has enabled…
future action buttons.
* Recent changes & examples in the wild
* Live demo of Googles mark-up validator
* GTM config files to take away & enable.
My slides from MeasureCamp VI. I gave a talk about the most common misconceptions and preconceptions surrounding tag management and, more generally, measuring the stateless web. Most of the examples are using Google Tag Manager, but many of them should be generic enough to extend to other solutions and platforms as well.
SearchLove Boston 2016 | Mary Bowling | Local Search Experience OptimizationDistilled
Ranking well is just the beginning of successfully marketing businesses via local search. You then need to attract and engage prospects in order to turn them into customers and to satisfy RankBrain's influence on the algorithms. Mary will show you tactics that will help you to improve your local search experience optimization to attract new leads.
UK Top 5,000 Websites; Mobile Site Speed Benchmark - BrightonSEOErudite
At Erudite we like to conduct our own R and D so that we truly understand the competitive landscape. We analysed the Lighthouse speed metrics of 5,000 of the UKs top websites, and categorised them by channel, so that we can better understand mobile site speed in the context of competition.
SearchLove Boston 2016 | Mike King | Developer Thinking for SEOsDistilled
Despite the huge shift to content marketing in recent years, the technical end of SEO has gotten increasingly complex and our tools are not keeping pace. As SEOs, we must develop strong working knowledge of the optimal usage of technology to get implementations accomplished. In this talk, Mike will walk through case studies, the impact of different technical implementations, and how to pull together small solutions when nothing on the shelf works for your needs.
SearchLove London 2016 | Dom Woodman | How to Get Insight From Your LogsDistilled
In the SEO industry, we obsess on everything Google says, from John Mueller dropping a hint in a Webmaster Hangout, to the ranking data we spend £1000s to gather. Yet we ignore the data Google throws at us every day, the crawling data. For the longest time, site crawls, traffic data, and rankings have been the pillars of SEO data gathering. Log files should join them as something everyone is doing. We'll go through how to get everything set-up, look at some of the tools to make it easy and repeatable and go through the kinds of analysis you can do to get insights from the data.
SearchLove Boston 2016 | Mary Bowling | Local Search Experience OptimizationDistilled
Ranking well is just the beginning of successfully marketing businesses via local search. You then need to attract and engage prospects in order to turn them into customers and to satisfy RankBrain's influence on the algorithms. Mary will show you tactics that will help you to improve your local search experience optimization to attract new leads.
UK Top 5,000 Websites; Mobile Site Speed Benchmark - BrightonSEOErudite
At Erudite we like to conduct our own R and D so that we truly understand the competitive landscape. We analysed the Lighthouse speed metrics of 5,000 of the UKs top websites, and categorised them by channel, so that we can better understand mobile site speed in the context of competition.
SearchLove Boston 2016 | Mike King | Developer Thinking for SEOsDistilled
Despite the huge shift to content marketing in recent years, the technical end of SEO has gotten increasingly complex and our tools are not keeping pace. As SEOs, we must develop strong working knowledge of the optimal usage of technology to get implementations accomplished. In this talk, Mike will walk through case studies, the impact of different technical implementations, and how to pull together small solutions when nothing on the shelf works for your needs.
SearchLove London 2016 | Dom Woodman | How to Get Insight From Your LogsDistilled
In the SEO industry, we obsess on everything Google says, from John Mueller dropping a hint in a Webmaster Hangout, to the ranking data we spend £1000s to gather. Yet we ignore the data Google throws at us every day, the crawling data. For the longest time, site crawls, traffic data, and rankings have been the pillars of SEO data gathering. Log files should join them as something everyone is doing. We'll go through how to get everything set-up, look at some of the tools to make it easy and repeatable and go through the kinds of analysis you can do to get insights from the data.
School of Internet Marketing is the best training institute for learning digital marketing course in PCMC as they provide theory and practical knowledge to their students.
Universal Analytics and SEO: How to improve your SEM strategy with Analytics'...Woptimo
Presentation made at the Superweek 2014 in Hungary by Sébastien Monnier from Woptimo. These slides explain a few tips on how you can configure Universal Analytics, with the help of Google Tag Manager, to have a better understanding of your SEO and SEA traffic.
Efficient AF: Automating SEO Reporting With Google Data Studio - Sam Marsden,...DeepCrawl
How much time do you waste pulling reports and stats from individual tools and platforms? If the answer is too much then you need to get automating your SEO reporting to get yourself out of manual and inefficient workflows that waste your precious time. Everybody’s heard of Google Data Studio now, but are you using to join up and automate reporting as much as you could? Sam will show you how so you can set up Google Data Studio dashboards so you can become a more efficient marketer.
What would happen if we would bring design, front end, back end etc. all together? How could we improve the user-flows by thinking of alternative, non-happy flows? What would happen to the performance and therefore the user-experience when back end is already involved before the finalised wireframes are handed over?!
That's all nice and dandy. But we do need to deal with some concerns like:
- Knowledge gap: How can the different disciplines with their specialty understand each other and come to conclusions?
- Shared responsibilities: Where do start and where do they end?
- Efficiency: What would it do to the efficiency of the team when they get different tasks?
In this session we’ll dive in together;
- seeing what the pro's and con's are of a multidisciplinaire way of working,
- what tips and tricks can be exchanged,
- and what kind of tools can help in smoothing out the concerns that arise
Trying to establish a more consistent SEO structure within your organization?
Wish every SEO fire had a more standardized, easy-to-follow solution?
We know – no two days in SEO are the same.
However, it’s surprisingly easy to find a consistent approach that provides meaningful impact.
And – it works whether you're in-house, an agency, or a freelance consultant.
Watch this webinar and learn the 4-step process that will help you tackle SEO challenges head-on as they arise.
This 4-Step SEO Waltz takes you through:
Visibility
Diagnostics
Iteration
Monitoring
Jamie Indigo and Michelle Race from Deepcrawl walks you through a four-step process that helps you meet SEO challenges head-on as they arise and stop SEO fires before they start.
SEO professionals still view the SEO process as a complex dance, but it could be a simple and practical framework for addressing challenges in various forms.
Discover how you can use the steps, pillars, and methods for more effective SEO project management within your company.
SearchLove Boston 2018 - Emily Grossman - The Marketer’s Guide to Performance...Distilled
Most marketers know that improving site speed leads to better engagement, conversion rates, and even improved performance in search engines. Still, many marketers don’t get involved in web performance optimization projects, expecting them to be handled entirely by developers. In this talk, you’ll learn about marketing’s critical role in measuring, auditing, and optimizing performance to drive greater impact for your business.
Using The Data Layer & The DOM To Implement Your Technical SEO RecommendationsCharlie Whitworth
These are my slides from BrightonSEO On Tour. A mini meetup held at the Daisy in Northern Quarter, Manchester. I discuss how you can use jQuery to implement title tags, canonical tags and more
On-Page SEO EXTREME - SEOZone Istanbul 2013Bastian Grimm
My presentation from #SEOZone Istanbul 2013 covering advanced On-Page SEO optimization aspects such as crawl-ability, semantics, duplicate content issues as well as performance optimization stragies.
Are you there Page Experience? It's Me, DevTools.Rachel Anderson
With Google's Page Experience ranking signal update rolling out in May 2021, you're running out of time to put in the budget line items for all the fancy SEO tools you'll need! Don't panic. Rachel and Jamie will show you how to optimize for humans (and algorithm updates) using an underestimated SEO ally: Chrome DevTools.
Are you there Page Experience? It's me, DevToolsJamie Indigo
BrightonSEO, March 2021
With Google's Page Experience ranking signal update rolling out in May 2021, you're running out of time to put in the budget line items for all the fancy SEO tools you'll need! Don't panic. Rachel Anderson and Jamie will show you how to optimize for humans (and algorithm updates) using an underestimated SEO ally: Chrome DevTools.
Similar to Track Everything with Google Tag Manager - #DFWSEM May 2017 (20)
The Agency Model is Broken - UnGagged LA 2019Ruth Burr Reedy
The digital marketing agency model is broken. In this talk, I share the most important metric to keep your agency healthy and functional: employee retention
Great SEO Starts with Your Brand [State of Search 2015]Ruth Burr Reedy
Great SEO involves making connections with users, targeting engagement and providing whole-funnel UX. These are all things that great brands do well - even those who don't do traditonal SEO well. By defining your brand up front, you can inform a holistic marketing strategy that delights and retains customers and shows Google you know what's up.
You live for SEO - but SEO job descriptions always seem to rule you out! Learn how to create concrete, real-world evidence that you know your stuff and can get the job done.
In this talk, from MozCon 2015, we'll cover how to tell what job descriptions are really after, how to own your personal brand in search engines, and how to network for relationships that will turn into job opportunities.
Traditional Marketers Are Coming for Our Jobs - #StateofSearch 2014Ruth Burr Reedy
Traditional marketers are making big plays into the digital marketing space. In this increasingly competitive market, how can digital marketers compete with traditional marketing and big media?
In my talk at DFWSEM State of Search 2014, I discussed the coming tide of traditional marketers trying to do digital marketing, the threats to be aware of, and strategies to compete.
As online marketers, we start reaching our users way, way before they actually reach our site. So why are we so focused on on-page when it comes to analytics? My presentation from the 2013 DFWSEM State of Search conference discusses how to measure marketing analytics and sell it internally.
Ruth Burr's slides from the SEO Strategies panel at DFWSEM State of Search 2012. What does your grandma think you do? It's called "marketing." The more we incorporate classic marketing metrics and thinking into our SEO the more we'll be doing real business and making real money.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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
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.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
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.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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 session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
2. Hello DFWSEM!
Today we’re talking about:
• What Google Tag Manager is and
why it’s great
• How to use its basic functionality to
track all manner of things
• How to use its customization
abilities to track EVEN MORE
things
• How to use it to do things besides
tracking
@ruthburr #DFWSEM
Ruth Burr Reedy
Director of Strategy, UpBuild LLC
https://upbuild.io
@ruthburr
5. Loading a Webpage
@ruthburr #DFWSEM
Styles
Scripts
Fonts
Assets
Content
When your browser requests a webpage from your server, it goes and gets all the
components of your site, assembles them into a site, and returns that to you. All
those component parts are called…
7. The Document Object Model (DOM)
@ruthburr #DFWSEM
Document
HTML
<head> <body>
<title> <meta> <p> <img>
The Document Object Model is basically a branching “tree” of everything on the
site – starting with the document as a whole, then breaking into its component
parts, and their component parts, and so on for every object on the site.
8. Tags
@ruthburr #DFWSEM
“Tags” in the context of tag management systems aren’t HTML tags like e.g. your
title and description tags. They’re little bits of JavaScript that send data to a 3rd party,
such as conversion tracking pixels or the code that sends data to Google Analytics.
9. @ruthburr #DFWSEM
Document
HTML
<head>
<title> <meta>
tag tag
tag tag
tag tag
Tags are usually implemented in the <head> of your site. That means a
development ask to get them implemented, and it means that having a lot of tags
can bloat your DOM and slow down page load time.
10. Google Tag Manager
@ruthburr #DFWSEM
Document
HTML
<head>
<title> <meta> GTM
Google Tag Manager is a container that sits in the <head>, that basically says “do
everything in this box.” Then, you can add or remove whatever you want through
the GTM interface without having to get developers involved.
11. Old and Busted:
<button
onClick=“ga(‘send’,
‘event’, ‘whitepapers’,
‘download’, ‘tracking-
guide’);”>Tracking
Guide</button>
New Hotness:
@ruthburr #DFWSEM
GTM also means that you no longer have to manually add event tracking code to
things that you want to fire GA events. Instead, you can use GTM to add event
tracking, which really increases the number of events you can easily track.
14. Triggers
@ruthburr #DFWSEM
Triggers tell tags when to fire. This can be on something like a page view, or an
action such as a click, an event or a form submission.
16. Nested Variables
@ruthburr #DFWSEMGTM also allows for nested variables. You can set variables A, B, and C; tell GTM
that A+B+C=X, ask for X, and GTM will return A+B+C.
18. Add the Container
@ruthburr #DFWSEM
To start, add the container to your site. There’s a tag for the <head> and a tag
immediately after the opening <body> tag.
19. @ruthburr #DFWSEM
If you’re on WordPress, there are plenty of plugins that will do this. The one we
use is just called “Google Tag Manager for WordPress.”
20. Make Sure It’s on Every Page
@ruthburr #DFWSEM
Use the Custom Search functionality in Screaming Frog to find pages that have
your GTM ID on them, along with any that don’t.
21. Dream Big
@ruthburr #DFWSEM
Figure out what you want to track! You don’t need to track everything – resist the temptation
of data for data’s sake – but in a perfect world, what questions would you be able to answer
about how people use your site, and what information would you need to answer them?
22. Develop Naming Conventions
@ruthburr #DFWSEM
Category Action Label
Site section or
content area
Action taken Element acted
upon
Footer Social button
click
Facebook
Product Page Related
products click
{{page path}}
Write down every event you want to track and define some naming conventions around your
categories, actions and labels. Consistent naming conventions means other people at your
organization will be able to understand your data and set up tracking in a consistent way.
24. Built-In Tag Templates
@ruthburr #DFWSEM
GTM has a ton of built-in templates for commonly-used tags. Check out the tags you use and
move as many as possible into GTM. Not only does GTM make tags easier to implement, it
makes them easier to remove later. Old tags can really drag down your page load time.
25. Basic Analytics Tracking
@ruthburr #DFWSEM
Move your Google Analytics tracking into GTM by firing the Universal Analytics
tag on Page View. Note that you can enter your GA UID as a static value, or as a
variable.
26. Basic Analytics Tracking
@ruthburr #DFWSEM
Create a variable that’s your GA UID. It will make implementing Analytics tags a lot easier
so you don’t have to copy and paste it every time – plus it means you can copy tags to
other containers easily as long as the GA UID variable is called the same thing.
28. Caution!
@ruthburr #DFWSEM
Make sure you don’t have hard-coded and GTM Google Analytics tracking at the same
time – it will make your data messy. Also, make sure you don’t have a gap between
removing hard-coded tracking and implementing in GTM, or you’ll have no data at all.
29. Additional Reading
@ruthburr #DFWSEM
Analytics Implementation Methods Go Head-to-Head Seamlessly Switch from Hardcoded Analytics to GTM
Here are a couple of blog posts with additional information on implementing GA
tracking in GTM, and switching from hardcoded to GTM correctly.
31. Basic Event Tracking
@ruthburr #DFWSEM
Your Category, Action and Label can all be static values, or variables. For the
most part, “Non-Interaction Hit” will be False, unless you want to track an event
that doesn’t require a user interaction, such as a video auto-play.
32. Built-In Variables
@ruthburr #DFWSEM
You can add custom variables, but GTM also includes a lot of built-in variables for
things like CSS Element, Click URL, Form ID, Page URL, etc. that you can use to
configure tags and triggers.
33. RegEx Like Crazy
@ruthburr #DFWSEM
As with many things related to Google Analytics, Google Tag Manager becomes a
lot more customizable with the use of regular expressions. Here’s an example of
RegEx being used to fire a tag on blog posts, but not at the main blog page at /blog.
34. Mix and Match
Track…
• Clicks
• Content expansions
• Video views
• Events
• Page Views
• Conversions
• Social traffic
• etc.
By…
• Page URL
• Page path
• Link text
• Referrer
• Site section
• Form ID
• etc.
@ruthburr #DFWSEM
So with the built-in variables, you can already track a ton of stuff and use a ton of
other stuff as your event labels.
36. What is the Data Layer?
@ruthburr #DFWSEM
Experience
Data
Application
The Experience layer is everything a user can see and interact with –
“Experience,” if you will – on a site. The Application layer is the database that
drives the experience. The data layer sits between those two things.
37. The Data Layer
@ruthburr #DFWSEM
You can push information into the data layer that the user doesn’t necessarily need to see, but
that you still want to follow them. Think of it like a pocket – people can’t see what’s in your
pocket, but you still carry it with you and you can pull things out of your pocket at any time.
39. Listen and Push
@ruthburr #DFWSEM
Using GTM, we can “listen” for an event and then, when it happens, push that
information into the data layer – then use GTM to get that data out and into
Google Analytics.
40. jQuery
@ruthburr #DFWSEM
https://builtwith.com
The best way to do this is with jQuery, which is a library that makes JavaScript
simpler and more pleasant to use. We use BuiltWith to see whether or not a site is
built using jQuery – most sites with JavaScript functionality are.
41. Use GTM to Inject jQuery
@ruthburr #DFWSEM
If your site isn’t built with jQuery, you can use GTM to inject it. This can be a bit
fiddly so I wouldn’t recommend doing it unless you’re pretty sure you know what
you’re doing.
42. jQuery Selectors and Handlers
@ruthburr #DFWSEM
Selectors: Locations in the
DOM
Handlers: Actions on
those locations
Every location in the DOM has a unique jQuery selector, which is basically the same
thing as a unique CSS selector. A handler is an action on those locations. (The Rock
is Dom’s handler with the Domestic Security Service in the movies! GET IT?)
43. How to Find Your Selector
@ruthburr #DFWSEM
To find an element’s unique jQuery selector, we use a Chrome extension called
jQuery Unique Selector.
44. @ruthburr #DFWSEM
Cheat sheet for CSS selectors: http://www.cheetyr.com/css-selectors
The tool will give you a unique selector for an object, but they’re often inelegant
and unwieldy. If you’d like a cheat sheet to find CSS selectors without the tool,
check out this link from the folks at Cheetyr.
45. @ruthburr #DFWSEM
In addition to individual objects, you can find a selector for a group of objects, to
target all of them. The selector on this slide is for the top nav of UpBuild.io.
46. Handlers
@ruthburr #DFWSEM
.click() .submit()
.hover() .change()
SUBMIT
SUBMIT
A handler is an action that can be taken on an object. Some common handlers
include click, submit, hover, and change, but there are lots of others.
48. Anything:
1.with a unique jQuery selector
2.that can be interacted with
can be tracked using GTM.
Anything.
@ruthburr #DFWSEMThis is my whole point.
49. Custom HTML Tags
<script>
jQuery(“ul#menu-main-menu a”).each(function(index){
@ruthburr #DFWSEM
Unique selector
Look at the links For each one, do this:
Let’s walk through the anatomy of a custom HTML tag to find an element based
on its selector, listen for an action, and then push GA event information into the
data layer.
51. Custom HTML Tags
<script>
jQuery(“ul#menu-main-menu a”).each(function(index){
jQuery(this).click(function(){
dataLayer.push({
‘event’: ‘KPI Event’,
‘event.category’: ‘nav’,
‘event.action’: ‘nav click’,
‘event.label’: jQuery(“ul#menu-main-menu a”)
[index].text.toLowerCase()
@ruthburr #DFWSEM
Put this info into
the data layer:
An event called
KPI Event
Grab the link text and
make it lowercase
Custom
variables!
53. Getting Data Out
@ruthburr #DFWSEM
Additional Reading: Data Layer Variable Versions Explained by Simo Ahava
Now we’re going to create custom variables in GTM that match the variables
we’re pushing into the data layer with our custom HTML tag. You’ll usually want
Data Layer Version 2 – for more on the topic, check out Simo’s post.
54. Getting Data Out
@ruthburr #DFWSEM
Remember when we pushed an event called “KPI Event” in our Custom HTML tag
earlier? Now we’re going to create a trigger for a tag to fire when the KPI Event
tag fires.
55. Getting Data Out
@ruthburr #DFWSEM
Finally, we create a UA tag to pull our custom variables out of the data layer and
then send them into Google Analytics, and set it to trigger on our KPI Event
trigger.
56. Lookup Tables
@ruthburr #DFWSEM
Sometimes when you’re using things’ IDs and selectors as your event labels, their names aren’t pretty or
easy to understand. GTM has a function called Lookup Tables that will allow you to push a different
value into GA. In this example, it’s easier to use a lookup table to give our forms understandable names
57. Track Form Submits
(not Button Clicks or Thank You Page Visits)
@ruthburr #DFWSEM
Using this methodology, we can listen for a .submit() handler on a form, tracking
the actual form submission as opposed to a click on the submit button or a thank
you page view.
58. Multiple Ways to Do One Thing
@ruthburr #DFWSEM
You may have noticed that GA’s click tracking can’t differentiate between multiple
instances of the same link on one page. Using unique selectors, you can figure
out which link people are actually clicking.
59. Drive a Site Redesign
@ruthburr #DFWSEM
If you know in advance that you’re going to be doing a site redesign, you can use
GTM event tracking to learn about how people use your site – underused real
estate, popular links, etc.
60. Form Abandonment
@ruthburr #DFWSEM
You can listen for a .change() handler on your form fields and then push that data
when a form isn’t submitted. Using nested variables, you can start to see which
fields people fill out and where they abandon the form.
61. Set Custom Dimensions
@ruthburr #DFWSEM
Additional Reading: Custom Dimensions with Google Tag Manager on Google Analytics Help
Beth asked about passing blog post dates into Google Analytics. You can set a
custom variable based on the post date’s CSS selector, then pass that to GA as a
custom dimension.
62. Merge GA and CRM Data
@ruthburr #DFWSEM
Additional “Reading”: How to
Connect Your CRM & Web
Analytics Platforms on Portent
Since CRM software assigns users unique IDs, you can grab those IDs and pass them
into a custom dimension, then use GA’s Data Import functionality to import e.g. lead
status (no PII though!) to track users’ activities relative to their conversion behaviors.
64. Generate rel=canonical
@ruthburr #DFWSEM
Additional Reading:
Here’s How to Generate and Insert Rel
Canonical with Google Tag Manager,
by Lucía Marín on Moz
You can use GTM to generate canonical tags, if you don’t have access to add
them manually or at the template level.
65. Update Element Styles
@ruthburr #DFWSEM
Before: After:
You can use GTM to update element styles! Don’t do this a lot, or for everything, but if you know a
change is scheduled, you can make it now in GTM while you wait for it to be deployed. Note that if you
fire at Page View, the original version will display until the page is loaded, so fire on DOM Ready instead.
66. Inject semantic markup
@ruthburr #DFWSEM
Additional Reading: Using Google Tag
Manager to Dynamically Generate Schema.org
/ JSON-LD Tags
by Chris Goddard on Moz
You can use GTM to inject semantic markup! We’ve been able to get markup to
validate in the testing tool, show up in GSC and generate rich snippets with no
inline markup at all.
69. A Word of Warning
@ruthburr #DFWSEM
Live by the DOM, die by the DOM. If a redesign or other change causes your
elements’ selectors to change, your tracking will break! Make sure you document
what you’re doing, so you can easily update your tracking as needed.
70. @ruthburr #DFWSEM
Time to Test
All this customization means you’re going to need to do a lot of testing and
tweaking to get everything just the way you want it.
71. Preview
@ruthburr #DFWSEM
GTM’s Preview environment allows you to test changes and see their effect, to
make sure the data you need is being passed the way you want it to be, before
you publish your tags.
72. Workspaces
@ruthburr #DFWSEM
The Workplaces function means that if more than one person/team is accessing
GTM, they can build tags separately without worrying that publishing their
changes will publish someone else’s incomplete work.
73. Environments
@ruthburr #DFWSEM
The Environments functionality means that if you have e.g. different dev, staging
and production environments, you can publish the same tags to each environment
one at a time, allowing you to test and maintain consistency.
74. GTM Sonar
@ruthburr #DFWSEM
GTM’s Preview functionality doesn’t work as well when you click a link, because it loads a
new page before you can see what fired on the page you were just on. The GTM Sonar
extension is a click listener that will record the click without following the link.
75. GTM Injector
@ruthburr #DFWSEM
If you’re waiting on a container to be implemented but want to get started
configuring your tags, you can use the GTM Injector extension to inject GTM onto
a page, so you can test.