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1. Google Tag Manager

2. Welcome
Phil Pearce
PPC and Analytics Expert
Freelancer
@philpearce
phil@precisionppc.me
www.linkedin.com/in/philpearce
Tracking
750 GA
Web Analytics
questions answered
protection
Exchange
group
mentor
#GTMadvanced #MktFest

3. Please download:
bit.ly/gtmdevguide
And join GTM community on Google+
bit.ly/gtmcommunity

4. Fun fact... I`m almost Unique
Twin brother

5. Agenda
• Start: 12:00am
• Basic Examples: 12:20am
• Advanced Examples: 12:40am
• Interactive demo: 1pm
• Questions:1:30pm
• Finish: 2pm
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Intro
Definition
Caching
Logins & Access levels
Account structure
Tags
Macros
Rules
Examples
Debugging
–
–
11.
DataLayer
–
–
12.
13.
14.
Preview & Debug
Tag assistant
Onload
(ecommerce)
Onclick (event)
Power Examples
GTM certification
Questions

6. Q: How many GTM installations
have YOU done?
Newbie - 1-2 installation
Experienced - 3-4 installation
Advanced - 4+ installation

7. Q: What is the load order of these?
B)
1. gtm.js
2. gtm.dom
3. gtm.load
A)
1. gtm.js
2. gtm.load
3. gtm.dom
Tip: See Firebug > DOM for dataLayer

8. Answer “B”
B)
1. gtm.js
2. gtm.dom
3. gtm.load

9. AdWords
I am on my 8th installation...

10. Session Goals
1. Enable GTM on a website
2. Know how to debug GTM
3. Know what the difference between a macro and rule
is.
4. Know what the dataLayer is.
5. Know common mistakes & answers.
6. Learn from my mistakes from MY mistakes from 8
installations.

11. But first…
Why use a TagManagmentSystem?

12. Because of Cats

13. Four ways to skin a cat
Legacy
pageTracker()
Faster Async
gaq.push(["pagetracker")
Beta Universal
ga(send{pageview})
GTM
dataLayer.push({"page_virtual":""});

14. Intro to GTM video
http://www.youtube.com/watch?v=usxqxuQI4w&list=PLMau-ivfXpoON3Rf90dkt5uKH2KhlpI0y

15. Planning GTM
bit.ly/gtmdevguide

16. Basic Functions
Containers and Tags

17. First Steps
1. Creation of Google account
2. Open a GTM account
3. Set up a GTM container
4. Add GTM script to your website
source code

18. Ways to fire tags on GTM
Macros
Rules
Tags
• Runtime Values
• Condition that
evaluates to either
true or false at
runtime
• HTML code that
executes on a page
E.g. URL
Rules define which
pages will receive
tags.
E.g. Pages with Thanks in
URL
Scripts to be pushed
on website according
to rules and macros

19. Example of a tag
Tags
Sends data about URL
to Google Analytics
for all pages loaded
• HTML code that
executes on a page
Scripts to be pushed
on website according
to rules and macros

20. Advance Functions
DataLayers and evaluate tags

21. DataLayers
 Variables you want to
collect and their different
values
Variables
Values
page_virtual
/en/home
page_group
homepage
Note: Use lowercase please

22. Tags with Data Layer
Macros
Rules
Tags
• Runtime Values
• Condition that
evaluates to either
true or false at
runtime
• HTML code that
executes on a page
One macro for one
variable of your Data
Layer.
Rules define which
pages will receive
tags.
E.g. Macro Brand for
variable Brand
E.g. Pages with Thanks in
URL
Scripts to be pushed
on website according
to rules and macros

23. Preview Mode
• Visit website and see how tags
are firing
• Checked if they are firing
correctly
• Preview is only for your google
log in

24. Publishing
• Only admin users can publish

25. Account permissions example

26. dataLayer is called a “macro” in GTM
• Macro are based on dataLayer
variables.
•
E.g. language variable

27. Rules
• Rules depend on your tag.
• Rules can be
•
•
•
•
•
All pages
Thank you pages
Pages with cars
Pages with accessories…
Here an example of a rule
for conversion data.

28. How to push a customHTML tag
• Easy to do...

29. Demo
1. Login using your Google Account
https://www.google.com/tagmanager
2. Search for “google tag manager”
3. Add Google Analytics Tag with UA-000-1
4. Create & publish version
5. Click Preview & debug

30. Other Demo Examples
Debugging
GTM Preview & Debug
GTM Debug console mode
Chrome Tag assistant
DataLayer
Onload (ecommerce)
Onclick (event)
GTM certification

31. Thankyou

32. Appendix
http://search4phil.com/gtm-demo/guest1/index.html
http://search4phil.com/gtm-demo/guest2/index.html
http://search4phil.com/gtm-demo/guest3/index.html

33. Cheat sheet