11. Why GTM?
• Good overview of all scripts on site (tags)
• No developer required (although some technical
knowledge is helpful…)
• Deploy-on-demand (mind the risks)
13. UI - Accounts View
• Accounts
• Containers
• Connected to
logged-in user
• Containers/
account is limited
14. UI - Container View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions
15. UI - Container View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions
16. Tags
• Snippet of code that is
executed on your website
• Often sends data to 3rd-party
Examples:
• Google Analytics Pageviews
• Events / Transactions / Search
• Behavior-tracking services
17. UI - Container View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions
18. Triggers
• Rules that decide if a tag is
executed or not (fire / non-fire)
• Made up of conditions
• Default triggers
• Custom triggers
19. Triggers
• Rules that decide if a tag is
executed or not (fire / non-fire)
• Made up of conditions
• Default triggers
• Custom triggers
Fire on:
• All Pages
• Some Pages
• Click
• Form
• Other
20. Triggers
• Rules that decide if a tag is
executed or not (fire / non-fire)
• Made up of conditions
• Default triggers
• Custom triggers
21. UI - Container View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions
23. Name Value
Page URL ”http://www…”
Page Title ”Atea eSHOP”
Event Click
Click Element IMG Object
Form ID
”registration-
form”
Variables
• Name-value pair
• Used in triggers and tags
• Default variabels
• Custom variables
24. Variables
• Name-value pair
• Used in triggers and tags
• Default variabels
• Custom variables
Really powerful tool
Extract data from website
Fetch value from a cookie /
dataLayer
Where the ”magic” happens
25. UI - Container View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions
26. GTM - Example
”I want to send an event to Google Analytics when
a visitor clicks on a banner on the front page.”
27. GTM - Example
”I want to send an event containing the image
name to Google Analytics when a visitor clicks
on a banner on the front page.”
28. GTM - Example
Tag Trigger Variables
Google Analytics
Event Tag
Banner Clicks on
Front Page
”Click URL Query”
”Click Element”
”Page path”
29. UI - Versions View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions
30. Best practice
• 1 Version for each ”function”
• Use the Preview mode
• If you are unsure, ask
someone to review
• Set right access to right
people (powerful tool)