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.
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
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