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Digital Analytics with the Google Tag Manager (GTM)


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This presentations points out the characteristics and advantages of using the Google Tag Manager as part of a Digital Analytics Setup, including an E-Commerce Use Case - from Enhanced E-Commerce, over UserID Tracking, to SEO.

Language: English
This was presented by Jonas Wendler at the Analytics Summit, at Google Switzerland, January 25th, 2016.

Published in: Data & Analytics
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Digital Analytics with the Google Tag Manager (GTM)

  1. 1. Digital Analytics with the Google Tag Manager Analytics Summit, Google Switzerland Jonas Wendler, Project Manager Analytics Monday, 25th of January 2016
  2. 2. Case (•‿•)
  3. 3. Case (•‿•)
  4. 4. How? ¯_(ツ)_/¯
  5. 5. Without Google Tag Manager Code Code Code Code Code Code Facebook Marketing IT / Web Agency N M
  6. 6. With Google Tag Manager Facebook Marketing IT / Web Agency 1 N Code
  7. 7. In Action. Different Marketing Tags with 1 Code.
  8. 8. Characteristics of the Google Tag Manager – Reduced costs due to reduced complexity – Faster implementation & more flexible – Fewer sources of error & better testing – Cross-domain tracking support – Automatic tracking of downloads, external links, buttons etc.
  9. 9. What? (Use Case)
  10. 10. Conversion Tracking > Automatic Tracking Automatic Tracking Event Goal
  11. 11. Remarketing > Get the Attention of the Right Segment Different Users / Customers with different intent Buy Inform Contact User Interaction User Segments List A : Specific Interest List C : Checkout Process List D : Transaction
  12. 12. Cross-Device Tracking > UserId Home Work Login > Get UserId Login > Remember
  13. 13. Enhanced E-Commerce > Understand the Shopper User (Buy) Get Data Understand Customer
  14. 14. Cross-Domain Tracking > Way Easier. With GTMWithout GTM Hard-coded. Every time. Easier to change.
  15. 15. SEO > Yes, SEO (Markups / Schema) Output (SERPs) Code (Input)
  16. 16. Cool, but… why? ¯_(ツ)_/¯
  17. 17. Why? How did it help the client? 1. Lengthy Release Cycles (1-2 Months) immediate – Faster Insights for Marketing & Management – Agile Process – Goal-oriented spending of Marketing Budget 2. Economies of Scale
  18. 18. But. (Not Another Funnel) General Interest Specific Interest First Interaction First Step in Conversion ConversionConversion Channels (Acquisition) Website / Page Visit Page Visit + Minutes Spent + Scroll Depth Remarketing List A Interaction / Event (e.g. Accordion Click, Map Click) + Scroll Remarketing List B Checkout Process / First Form Step Remarketing List C Form Completion / Transaction Remarketing List D (Loyalty) ./. ./. ./. ./. “If you don’t know where you’re going, any road will take you there.” - George Harrison / Lewis Carroll, Alice in Wonderland
  19. 19. Thanks.