Behold! The slide deck from my GTM talk at SearchLove London 2017.
Quick description: Let's face it - being able to track and analyze your top pages, bounce rates, form submissions, and the like is pretty low-level stuff. It's almost 2018, so it's time to increase your Google Tag Manager proficiency to get the most of your Analytics configuration. In this session, Mike will geek out on GTM, show you how to track progress through forms and pinpoint friction points, explain how to set up user interactions to fire virtual page views for more granular intelligence, fix cross and subdomain tracking issues, and more.
25. Client ID is
the soul of
the user
Don’t let it
slip away
9156190c-f12a-45fb-90de-b841638b6b4b
26. Subdomain
Why?
Cookied in the wrong place
How to Fix
Set cookieDomain to "auto"
The connection to the CID is severed
@mike_arnesen
27. Subdomain
Why?
Cookied in the wrong place
How to Fix
Set cookieDomain to "auto"
The connection to the CID is severed
@mike_arnesen
At long last, this
is a GTM default!
28. Subdomain
all the specifics
Default cookie setting is
problematic.
Setting CookieDomain
to "auto" flips it.
@mike_arnesen
support.upbuild.iowww.upbuild.io
support.upbuild.iowww.upbuild.io
29. Cross-Domain
The connection to the CID is severed
@mike_arnesen
Why?
Info isn’t shared across sites
How to Fix
1. Set allowLinker to "true"
2. Specify domains in your
GTM’s GA config variable
3. Populate referral
exclusion list is GA admin
32. Cross-Frame
The connection to the CID is severed
@mike_arnesen
Why?
iframes are an
unholy nightmare
How to Fix
1. Modify GA code to send
CID to the iframe
2. Add GA code to iframe
source that receives CID
3. Send that GA hit you
need with the original CID
33. Cross-Frame
Replace GA code (or
GTM page view tag) on
the pages with iframed
forms.
The code grabs the
canonical CID and
passes it to the iframe
with postMessage()
@mike_arnesen
all the specifics
34. Cross-Frame
Put the code in the iframe
source (or form template).
It fires up a new tracker
and uses the canonical CID
rather than create a new
one.
@mike_arnesen
all the specifics
36. Cross-Device
The connection to the CID is severed
@mike_arnesen
Why?
Cookies aren’t shared
across browsers/devices
Our Best Option for Now
1. Set up User-ID in GA
2. Use cross-device reports
in a dedicated User-ID
view
41. Click Tracking
The old way
Hard-coded JavaScript via
onclick attributes!
@mike_arnesen
onclick="ga('send',
'event',
'navigation',
'hamburger',
'about'"
42. Click Tracking
The old way
Hard-coded JavaScript via
onclick attributes!
@mike_arnesen
onclick="ga('send',
'event',
'navigation',
'hamburger',
'about'"
The horror…
43. Click Tracking
Original GTM flavor
No editing your source
code; hone in with CSS
selectors.
One event tag can
manage an entire
category of clicks!
@mike_arnesen
44. Click Tracking
The UpBuild Way
One event tag for
tracking all click
interactions.
dataLayer variables will
receive relevant data that
you specify.
@mike_arnesen
45. Click Tracking
The UpBuild Way
One HTML tag
(containing JavaScript)
takes care of click
handling and labeling
for your entire site.
@mike_arnesen
46. Click Tracking
The UpBuild Way
One HTML tag
(containing JavaScript)
takes care of click
handling and labeling
for your entire site.
@mike_arnesen
What to track
Data for GA
Custom
Event
GTM
Variable
47. Click Tracking
The UpBuild Way
One HTML tag
(containing JavaScript)
takes care of click
handling and labeling
for your entire site.
@mike_arnesen
Some labels may
need to be escaped!
What to track
Data for GA
Custom
Event
GTM
Variable
50. Form Abandonment
Tracking
How it works
Each interaction logs the
name of the form field.
Upon abandonment, the
whole thing is delivered
to GA.
@mike_arnesen
Address > City > State >
Country > Zip > Home Airport
51. Form Abandonment
Tracking
Add this tag in GTM.
Input your:
- form selector
- submit button selector
- field attribute to track
One version for each form
type.
@mike_arnesen
How to implement
Form
Submit button
Attribute
55. @mike_arnesen
Out of Sync
Conversions
If multiple platforms
record conversions
in different ways
— even slightly —
it’s gonna get messy.
What’s the issue
Pardot/Marketo Leads: 120
Facebook Conversions: 80
GA Goal Completions: 143
LinkedIn Conversions: 78
56. @mike_arnesen
Take the Time
to Get Aligned
Base the recording
of a conversion around
a single, consistent event.
& Everyone Wins
57. @mike_arnesen
Take the Time
to Get Aligned
Base the recording
of a conversion around
a single, consistent event.
& Everyone Wins
Might I recommend a
custom dataLayer push?
58. @mike_arnesen
Take the Time
to Get Aligned
Base the recording
of a conversion around
a single, consistent event.
& Everyone Wins
Might I recommend a
custom dataLayer push?
67. @mike_arnesen
Rescue Your
Bounce Rate
Add this tag in GTM.
Input your:
- content elements
- time value
- engagement threshold
Trigger on "Page engaged"
Custom Event.
How to Implement
71. HTTP Request MP payload
Build Your Own Measurement Protocol Hit
https://ga-dev-tools.appspot.com/hit-builder/
+
https://google-analytics.com/collect
?v=1&t=pageview&tid=UA-68661604-1&cid=9156190c-
f12a-45fb-90de-b841638b6b4b&dp=%2Ftest-page%2F
+
72. Build Your Own Measurement Protocol Hit
https://ga-dev-tools.appspot.com/hit-builder/
https://google-analytics.com/collect?
v=1&t=pageview&tid=UA-68661604-1&cid=9156190c-f12a-45fb-90de-
b841638b6b4b&dp=%2Ftest-page%2F
Excelsior?
73. 07
A STARTING POINT FOR
YOUR OWN ADVENTURE
Summon the power of Eru and
craft your own spells
74. Eru for GTM
Eru Ilúvatar
Eru is an account of
GTM containers.
Use only the modules
you need.
Just import, configure,
and play.
@mike_arnesen
75. Use Eru Core + modules you need
Just plug, configure, and play!
@mike_arnesen