Google Tag Manager + Wordpress - Wordcamp 2014 Presentation

THE NEW
Shuki Mann
shuki@booot.co.il
www.booot.co.il
GTM
IS
+ WP + GA

shuki@booot.co.il www.booot.co.il
ME
• 28, Married + 2
• Road bike rider
• B.s.w
• M.B.A
• Google Partner & Google Analytics
Qualified
• Google Adwords
• Google Analytics
• Google Tag Manager
• Google Facebook
• Google Wordpress :)
• etc.

MEASUREMENT MODEL THAT
WORKS !!!
1. What is your business trying to do?
2. What are your goals?
3. KPIs
4. Define “success”
5. Segment
5X3:
A - Acquisition
B - Behavior
C - Conver$ion$$$

MEASUREMENT MODEL THAT
WORKS !!!
1. What is your business trying to do?
2. What are your goals? (SMART: Specific
Measurable Achievable Relevant Time-
bound)
3. KPIs
4. Define “success”
5. Segment
5X3:
A - Acquisition
B - Behavior
C - Conver$ion$$$
EBAY
sell products
attract
sellers
• more visitors (panda 4.0?)
• more returning buyers
• satisfied customers
• increase customer spend per
order
• incentives
• conference
• more products
• more non-branded traffic
• newsletter open-rate
• more feedback/positive
feedback
• faster support
• avg. order value
• 20% more visitors from GOOG
• +10% signups, +2.3% open rate
• 4.5 stars avg. for each category
• traffic source
• device
• day of visit
• hour of day
• product price

MEASUREMENT MODEL THAT WORKS !!!

ACCOUNT STRUCTURE
google login
account
container
A - client A
container
B - client B
container
C - client C
Tags,
Macros,
Rules…
Tags,
Macros,
Rules…
Tags,
Macros,
Rules…
google login
account B - client
B
container A
- site
container B
- lps
Tags,
Macros,
Rules…
Tags,
Macros,
Rules…
account A - client
A
container
C - shop
Tags,
Macros,
Rules…
container A
- site
container B
- lps
Tags,
Macros,
Rules…
Tags,
Macros,
Rules…
container
C - shop
Tags,
Macros,
Rules…

JSON array
key-value pair
GTM’s raison d'être
Before GTM snippet - dataLayer = [{‘key’:’value’}]
After GTM snippet - dataLayer.push({‘key’:’value’})
Layer with L
<a href=“www.paypal.com” onclick=“dataLayer.push({‘price’:’100’});”>100 ILS</a>
<a href=“www.paypal.com” onclick=“dataLayer.push({‘price’:’130’});”>130 ILS</a>
<a href=“www.other-site.com” onclick=“dataLayer.push({‘event’:’outbound’});”>Exit this site</a>
dataLayer

• Google Analytics (Universal/Classic)
Google Adwords Conversion
Custom HTML
Third party platforms
…Event listeners!!!
Tags are the “WHAT to do”
TAGS

TAGS EXAMPLES

TAGS EXAMPLES
Custom Dimensions & Custom Metrics - The Full Guide

CUSTOM DIMENSIONS (Yeah!)

CUSTOM DIMENSIONS
• ga(‘send’ , ‘pageview’, {‘dimension1’ : ‘author_name’ });
ga(‘send’ , ‘pageview’, {‘dimension1’ :' <?php echo get_the_author();?> ' });
<script> dataLayer = [{‘dimension1’ : <?php echo get_the_author();?>}] <script>

CUSTOM DIMENSIONS

TAGS EXAMPLES
• Adwords Remarketing with custom params from
dL
Adwords Conversion with dynamic value (macro)

TAGS - Auto Event Listeners
• Link Click - <a href> -> gtm.linkClick event
Click - onclick -> gtm.click event
Form Submit - submit -> gtm.formSubmit
Timer - gtm.timer
JS - gtm.pageError
History - AJAX
Case sensitive!
Competing listeners
<html>
<head>
<title>My Page</title>
</head>
<body>

<div id="main">
<a id=“A” href=“http://www.A.co.il”>A</a>
<a id=“B” href=“http://www.B.co.il”>B</a>
</div>
</body>
</html>

TAGS - Auto Event Listeners - Example
• <html>
<head>
<title>My Page</title>
</head>
<body>

<div id="main">
<a id=“A” href=“http://www.A.co.il”>A</a>
<a id=“B” href=“http://www.B.co.il”>B</a>
</div>
</body>
</html>

TAGS - Auto Event Listeners

RULES
• [macro][operator][value]
contains, equals, matches RegEx
2 condition, same rule = AND
2 different rules = OR
GTM goes to dataLayer to find the value of
objects ONLY when they’re events.
Blocking Rule always win
1st: gtm.js
2nd: gtm.dom
3rd: gtm.load
Rules are the “WHEN to do”

MACROS
• = Functions
Must return a value with “return”
You can even use the macro inside your
HTML tag!
Exactly like regular function.
Every Macro return value. JS Macro must
include “return”
Auto event - the DOM element that
triggered the event.

MACRO EXAMPLES
• Constant String - very useful for
GA/Adwords code

MACRO EXAMPLES
GA/Adwords code
HTML tag with macro
Auto-Event vars

MACRO EXAMPLES
GA/Adwords code
HTML tag with macro
Auto-Event vars
Lookup Table!!

MACRO EXAMPLES
GA/Adwords code
HTML tag with macro
Auto-Event vars
Lookup Table!!
dataLayer!!!!!

REAL EXAMPLE - 1

REAL EXAMPLE - 2

REAL EXAMPLE - eCommerce Tracking

REAL EXAMPLE - 4
<script>
dataLayer = [{'post_title' : '<?php echo get_the_title();?>’ }]
</script>

dataLayer = [{
'gtm.blacklist': ['<html>', '<nonGoogleScripts >', ...]
'gtm.whitelist': ['<ID>', '<class>', '<ID>', ...]
}];
Black wins!
Classes have relationships (nonGooglePixels > nonGoogleScripts)
SECURITY

Tags: Category - Type - what it does
(meaningful)
ex: GA - Event - click on menu item
ex: Adwords - Conversion - 10x pages
Macro: Type - what is does
ex: Lookup Table - change A macros by B
Rules - Where/When it happens
ex: All pages, event equals
NAMING

THE END
THANK YOU :)
contact me at: shuki@booot.co.il
read my posts: www.booot.co.il
be my friend: www.facebook.com/mann.shuki

Google Tag Manager + Wordpress - Wordcamp 2014 Presentation

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Google Tag Manager + Wordpress - Wordcamp 2014 Presentation