Why Every Digital Marketer Should Use Google Tag Manager
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Presented at Hero Conf Austin 2022
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Why Every Digital Marketer Should Use Google Tag Manager
- 1. Why Every Digital Marketer Should Use Google Tag Manager Tim Jensen
- 2. What we’ll talk about: ● GTM Basics ● Tag Setup ● Testing & Enabling Tags ● Practical GTM Examples 2
- 3. Asking the development department to add tracking tags https://giphy.com/gifs/made-by-me-the-it-crowd-FspLvJQlQACXu
- 4. Using GTM to add tracking tags yourself https://www.pexels.com/photo/man-in-red-crew-neck-sweatshirt-photography-941693/
- 5. GTM Basics
- 6. #HEROCONF Why Use a Tag Management Platform? ● Implement tags from advertising/analytics platforms without having to mess with code ● Save back-and-forth time with developers ● Set up custom events for more advanced tracking capabilities ● Google Tag Manager is free! ● GTM also includes templates for most major advertising/analytics platforms, along with a user- built template gallery and options to add custom scripts. 6 https://www.pexels.com/photo/bookmark-lot-1111313/
- 8. #HEROCONF GTM Account Basics ● An account can include multiple containers ● Each container includes its own set of tags, triggers, and variables ● Generally, you’ll want to use a separate container for each domain ● Users can be added at the account or container level ● Get started with setup at tagmanager.google.com 8 https://www.canva.com/photos/MAEP6CFZBx8-industrial-port-with-containers/
- 9. #HEROCONF GTM Code Installation ● When you set up a container, you’ll get codes that should be added to the <head> section of your site and right after the opening <body> tag. ● Many common CMS platforms have plugins/templates where you can just paste in the GTM container ID. 9
- 10. #HEROCONF GTM Elements 10 Tags Triggers Variables The actual tracking code snippets you want to fire. Each tag template has custom options based on the specific platform. Rules dictating when tags will fire. Placeholders for values that can change. GTM contains several built-in variables, but you can also add custom variables.
- 11. #HEROCONF Tag Options 11 ● Built-in tag templates are available for most major advertising and analytics platforms. ● The Community Template Gallery contains user-made tags for many other platforms. ● If you can’t find a template, you can use a Custom HTML tag and paste in a script.
- 13. #HEROCONF Variable Options 13 ● Variables are available for a variety of interactions users could initiate on the site. ● Not all variables are enabled by default. You can enable the ones you need from the Variables section. ● You can also create custom variables.
- 14. Tag Setup
- 15. #HEROCONF Creating a New Tag 15
- 16. #HEROCONF Google Conversion Tracking Config ● Grab the Conversion ID and Conversion Label from your Google Ads account ● Create a Conversion Linker tag to ensure the best accuracy 16
- 17. #HEROCONF Google Conversion Tracking Config Set up a trigger to fire the tag after a form submission (or whatever your desired conversion event is) 17
- 18. #HEROCONF Google Remarketing Tag Config ● Grab the Conversion ID from your Google Ads account ● Set a trigger for where you’d like the tag to fire (use the “All Pages” option if global) 18
- 19. #HEROCONF Google Analytics Tag Config ● Note separate templates for Universal Analytics and GA4 ● The Universal Analytics template allows you to select a variable that contains your tracking ID ● The GA4 template allows you to input your Measurement ID 19
- 20. #HEROCONF Google Analytics: Events (Universal Analytics) ● To create a Universal Analytics event tag, select “Event” under “Track Type” ● You’ll then see fields for adding the event parameters. ● These should now feed into your GA account when your trigger fires the tag. 20
- 21. #HEROCONF Google Analytics: Events (GA4) ● Note that GA4 has a separate template for event tags ● At minimum, you’ll need specify an event name (which can be a variable if wanted) ● You can also add custom event parameters and user properties if relevant 21
- 22. Testing & Enabling Tags
- 23. #HEROCONF Always Ensure Your Tags Are Firing Properly! ● Preview Mode allows you to test your setup before pushing it live. ● Confirm that tags are firing on the proper URLs or after the correct actions. ● See variables associated with specific events. 23
- 24. #HEROCONF Don’t Forget to Publish! Once you’ve finalized your edits, hit “Submit” and then “Publish” to push changes live. 24
- 25. #HEROCONF Testing Live Tags ● To check if tags are firing on a live site, you can also use the Tag Assistant Chrome extension ● Also check out the Tag Assistant Companion and Tag Assistant for Conversions extensions 25
- 27. #HEROCONF Scroll Tracking 27 ● Want to track how far users are scrolling on your site? ● Enable Scroll-related variables in Variables section ● Set up a Scroll Depth trigger and define the specific scroll points for which you’d like to fire events. ● Combine with a GA event tag to measure engagement with specific blog articles and other content pieces. ● Tip: Build remarketing audiences based on users who have scrolled at least 50% to target people who likely spent more time reading content.
- 28. #HEROCONF External Click Tracking 28 ● Clicks to URLs on other domains ● Clicks to access PDFs or other external files ● Use {{Click URL}} variable to dynamically populate the URL being clicked ● GA4 added a way to track this by default, but you can customize event parameters further using GTM
- 29. #HEROCONF Button Click Tracking 29 ● Track clicks on specific buttons or other elements within your site. ● Can target via button text or unique attributes such as CSS classes or HTML ID
- 30. #HEROCONF Video Engagement Tracking 30 ● See if people are watching embedded YouTube videos and how far they’re likely to watch. ● Enable Video-related variables in Variables section ● Fire events in GA for video-related activity or build retargeting audiences based on people who have watched. ● GA4 adds built-in capabilities to track video engagement on a limited level, but GTM can help provide more detailed data.
- 31. GTM Takeaways ● If you’re not using GTM yet, set up an account at tagmanager.google.com and get a container in place! ● Don’t forget to: ○ Use Preview mode to test your tags and triggers before setting them live. ○ Publish your edits once you’ve tested them! ● Once you’ve mastered the basics, think of micro-actions you can track via GTM for improved conversion tracking and analytics data. ● Use GTM to make the transition to GA4 easier. 31
- 32. #HEROCONF More on Google Tag Manager 32 ● The BIG List: Google Tag Manager Resources (Clix Marketing blog): https://bit.ly/3Hk9EHs ● How to Set up Google Analytics 4 Using Google Tag Manager (Search Engine Land): https://bit.ly/3ooRiwr ● How to Set up Google Tag Manager for Better PPC Tracking (Search Engine Journal): https://bit.ly/2YLSDVu ● Follow Simo Ahava’s blog for advanced GTM tips: simoahava.com
- 33. About Me ● Campaign Manager at Clix Marketing ● 10+ years in digital marketing ● Love to geek out anywhere in the crossover between PPC and analytics ● Upstate NY native & dad of two crazy kids ● Find my writings around the web on sites such as the Clix Marketing blog, Search Engine Journal, and Search Engine Land. 33 @timothyjjensen clixmarketing.com