Have you ever been at the back of a developer queue thinking “I wish I could just do this myself” but find Google Tag Manager slightly daunting? Emma's SearchLeeds 2018 talk provided a wealth of inspiration on how to use Google Tag Manager for SEO, PPC, Event Tracking and advanced Google Analytics implementations.
19. @ejbarnes89#SearchLeeds
You *may* need to amend your triggers so they
only fire if relevant cookies have been accepted
I don’t know how you’re handling cookies internally
24. @ejbarnes89#SearchLeeds
Basic process for event tagging
Source: comScore
What do you
want to
measure?
When should
it trigger?
What data
should it pull
in
Make tag Debug Fire
25. @ejbarnes89#SearchLeeds
More realistic process for event tagging
Want to pull stats
Stats don’t exist
Decide you need
event tracking
Create event tracking
plan
What do you want to
measure?
When should it
trigger?
What data should it
pull in
Rewrite tagging brief
until data structure
makes sense
Make tag
Forget to add
variable, go and add
Add trigger
Debug
Tag does not work
how you want
Cry
Pull hair
“Why didn’t I just get
a dev to do this”
Persist
Figure out what was
wrong with trigger
Debug again
Fire!!
26. @ejbarnes89#SearchLeeds
Make variables to collect data you need
Source: comScore
Me telling GTM to grab the Hostname (domain name)of the clicked
URL every time a click on a link happens
28. @ejbarnes89#SearchLeeds
Create the tag that gives GA data when
specified conditions are met
Me telling GA if an external link was clicked, and which domain name was clicked
65. @ejbarnes89#SearchLeeds
Optimiser Beware
• An “OK” stepping stone while in a dev queue or with no other site access
• Google may consider this Cloaking
• Depends if it conflicts with current implementation
• Google may not see these tags at all
• Depends if you launch the tag early enough in the script
• Google doesn’t always render on first crawl
• “Google only checks canonicals on raw HTML” – Pedro Dias
• Not a future-proof/robust solution