Tag Manager is a free tool from Google that allows marketers to place, test and manage various tags used for measurement, advertising, testing and more. While the tool is primarily used to improve efficiencies for digital marketers, we also explore its primary features, demonstrate sample processes to make the most of Tag Manager, and cover several sample use cases. The content of this webinar (recorded December 2016) was designed to benefit both novices and others with tag management experience.

1. Tag Manager Tutorial

2. ALLABOUT
TAG MANAGER

3. Why Use a Tag Manager?

4. Why Use a Tag Manager?

5. “You can be brilliant and
still go out of business if
you’re too inefficient”
-Sam Walton

6. An Avoidable Scenario

7. An Avoidable Scenario
TWO WEEKS LATER…

8. An Avoidable Scenario

9. “If time be of all things most
precious, wasting time must
be the greatest prodigality.”
-Benjamin Franklin

10. x10

12. “Get your shit together.”
-Nicolaus Copernicus

13. A Real World Example

14. A Real World Example

15. Simple Tagging Exercises

16. VARIABLES,TRIGGERS &TAGS
Variables Triggers Tags

17. Check! Check! … 1 … 2 … Check!

18. “THANKYOU”
Conversion/Goal Types
DESTINATIONS
“CLICK HERE” EVENTS

19. GOAL ID GOAL TYPE DESTINATION / EVENT LABEL
Email Subscription Destination example.org/subscribe-thank-you
Contact Form Destination example.org/contact-thank-you
Clicks to Social Media Event Social / Click / Pinterest
Download Product Info Event Content / Download / Product Info PDF
Event Registration Destination example.org/RSVP-confirm
Play Product Video Event Video / Play / Product Video
Metrics Matrix

20. Metrics Matrix

21. Tag Manager Setup Checklist
1. Create a Container
2. Enable Variables
3. Create Constant Variables
4. Create All Elements (Click) Trigger
5. Document All Tags, Triggers & Unique Selectors
6. Configure, Test & Publish

22. YouTube Activity
https://goo.gl/16sgQB
• “Listens” for YouTube embed
• Fires an event on initial “play”
• Fires additional events at
video increments
• 25%, 50%, 75%, 100%
• Tracks the YouTube video ID
and title in the event Label

23. Error Page Tracking
• “Listens” for error clues in
page title or page headline
• Fires an event on pageviews
• Event labeling will help you
define the URL and source of
the error(s)
4 4

24. Scroll Tracking
• Uses custom script to
measure how far down the
page a visitor scrolls
• Fires events at incremental
scroll distances
• 25%, 50%, 75%, 100%
• Trigger this tag only on
lengthy pages that will
require scrolling
https://goo.gl/RqIhUy

25. Adjusted Bounce Rate
• Provides better context for
the bounce rate metric
• Uses a “Timer” trigger (that
you define)
• Fires an event after a set
amount of time on a page

26. Ecommerce Tracking
• Two types:
• Standard Ecommerce
• Enhanced Ecommerce
• Standard uses a Transaction
track type and transfers
information to Google Analytics
• Enhanced involves custom script
that pushes dynamic
ecommerce info into the
dataLayerhttps://goo.gl/weL3fo

27. Ecommerce Tracking
• Two types:
• Standard Ecommerce
• Enhanced Ecommerce
• Standard uses a Transaction
track type and transfers
information to Google Analytics
• Enhanced involves custom script
that pushes dynamic
ecommerce info into the
dataLayerhttps://goo.gl/weL3fo

28. Tag Manager Resources
• Google Tag Manager Fundamentals
• https://analyticsacademy.withgoogle.com/course/5
• SimoAhava.com
• AnalyticsPros.com/blog
• AnalyticsMania.com
• MeasureSchool.com
• Google+ Community
• https://plus.google.com/communities/104865292981489764063

29. Chris Sietsema
• hello@teachtofishdigital.com
• @sietsema
• linkedin.com/in/sietsema
• 480.570.1636
PRESENTATION
MATERIALS:
teachtofishdigital.com/tags