This document summarizes a presentation about Google Tag Manager for beginners. The presentation covers introducing Google Tag Manager and what it is used for. It then discusses setting up a basic Google Analytics tracking implementation using Google Tag Manager, including creating a container, tag, and rule. Finally, it discusses enhancing the implementation with a data layer, including defining macros to map to tags and using the data layer to trigger tags on interactions.
2. About the speaker
Florian Giudicelli, 27
Digital Analytics Consultant at L3 Analytics
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@FlorianGiu l3analytics.com/blog
3. Plan
I – Introducing Google Tag Manager
II – Setting up a basic Google Analytics tracking
III – Enhancing your implementation with a Data Layer
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4. Part 1 – Introducing Google Tag Manager
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5. What’s a Tag Management System?
Tag Management Systems (TMS) aim to simplify the deployment and
maintenance of JavaScript tags.
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Tag Container
Website Tag Management Interface
6. Why a Tag Management System?
Pros:
Gain independence from long development processes
Experiment new partnerships more often
Keep improving the quality of your data
Cons:
You will always remain dependant from your IT
Transition to migrate hard coded tags can be painful
You might already have agile development processes
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7. Google Tag Manager VS Paid Solutions
TMS vendors offer additional features:
Support
A wider tag library
Controlling tag load order
Interface to select DOM elements
Real-time deduplication
A/B Testing
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8. Part 2 – Setting up a basic Google Analytics
tracking
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9. Implementing the container
1. Signing in with a Google Account: http://www.google.co.uk/tagmanager/
2. Creating a Google Tag Manager Account (company name):
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11. Implementing the container
4. Implementing the container on all pages after the opening <body> tag
(not in the header):
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12. Setting up Google Analytics
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1. Creating a new Google AnalyticsTag:
13. Setting up Google Analytics
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2. Setting up a rule to fire the tag (all pages)
14. Setting up Google Analytics
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3. Creating and testing your version
4. Publishing the version
15. Part 3 – Enhancing your implementation with a
Data Layer
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16. What’s the point of a Data Layer?
“A data layer is an object that contains all of the information that you
want to pass to Google Tag Manager” (Google Developer Guide)”:
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20. Testing the new tag
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2- Enhanced GA Tag using a Data Layer:1-Basic GA Tag:
21. Data Layer and Events
The Data Layer can also be used to trigger tags on interactions (clicks,
downloads, play videos)
For example when we click on this link:
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22. All about Google Tag Manager (Justin Cutroni)
Technical Implementation Webinar (Google)
Developer Guide (Google)
Tracking Events (Moz)
Ecommerce Tracking with Snowplow (Github)
Controlling Tag Firing Order (Cardinal Path)
Real Time Deduplication (Altima)
Google Tag Manager Certified Partners
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