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Marketing Analytics: Tag Manager Tutorial

Tag Manager is a free tool from Google that allows marketers to place, test and manage various tags used for measurement, advertising, testing and more. While the tool is primarily used to improve efficiencies for digital marketers, we also explore its primary features, demonstrate sample processes to make the most of Tag Manager, and cover several sample use cases.

The content of this webinar (recorded December 2016) was designed to benefit both novices and others with tag management experience.

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Marketing Analytics: Tag Manager Tutorial

  1. 1. Tag Manager Tutorial
  2. 2. ALLABOUT TAG MANAGER
  3. 3. Why Use a Tag Manager?
  4. 4. Why Use a Tag Manager?
  5. 5. “You can be brilliant and still go out of business if you’re too inefficient” -Sam Walton
  6. 6. An Avoidable Scenario
  7. 7. An Avoidable Scenario TWO WEEKS LATER…
  8. 8. An Avoidable Scenario
  9. 9. “If time be of all things most precious, wasting time must be the greatest prodigality.” -Benjamin Franklin
  10. 10. x10
  11. 11. “Get your shit together.” -Nicolaus Copernicus
  12. 12. A Real World Example
  13. 13. A Real World Example
  14. 14. Simple Tagging Exercises
  15. 15. VARIABLES,TRIGGERS &TAGS Variables Triggers Tags
  16. 16. Check! Check! … 1 … 2 … Check!
  17. 17. “THANKYOU” Conversion/Goal Types DESTINATIONS “CLICK HERE” EVENTS
  18. 18. GOAL ID GOAL TYPE DESTINATION / EVENT LABEL Email Subscription Destination example.org/subscribe-thank-you Contact Form Destination example.org/contact-thank-you Clicks to Social Media Event Social / Click / Pinterest Download Product Info Event Content / Download / Product Info PDF Event Registration Destination example.org/RSVP-confirm Play Product Video Event Video / Play / Product Video Metrics Matrix
  19. 19. Metrics Matrix
  20. 20. Tag Manager Setup Checklist 1. Create a Container 2. Enable Variables 3. Create Constant Variables 4. Create All Elements (Click) Trigger 5. Document All Tags, Triggers & Unique Selectors 6. Configure, Test & Publish
  21. 21. YouTube Activity https://goo.gl/16sgQB • “Listens” for YouTube embed • Fires an event on initial “play” • Fires additional events at video increments • 25%, 50%, 75%, 100% • Tracks the YouTube video ID and title in the event Label
  22. 22. Error Page Tracking • “Listens” for error clues in page title or page headline • Fires an event on pageviews • Event labeling will help you define the URL and source of the error(s) 4 4
  23. 23. Scroll Tracking • Uses custom script to measure how far down the page a visitor scrolls • Fires events at incremental scroll distances • 25%, 50%, 75%, 100% • Trigger this tag only on lengthy pages that will require scrolling https://goo.gl/RqIhUy
  24. 24. Adjusted Bounce Rate • Provides better context for the bounce rate metric • Uses a “Timer” trigger (that you define) • Fires an event after a set amount of time on a page
  25. 25. Ecommerce Tracking • Two types: • Standard Ecommerce • Enhanced Ecommerce • Standard uses a Transaction track type and transfers information to Google Analytics • Enhanced involves custom script that pushes dynamic ecommerce info into the dataLayerhttps://goo.gl/weL3fo
  26. 26. Ecommerce Tracking • Two types: • Standard Ecommerce • Enhanced Ecommerce • Standard uses a Transaction track type and transfers information to Google Analytics • Enhanced involves custom script that pushes dynamic ecommerce info into the dataLayerhttps://goo.gl/weL3fo
  27. 27. Tag Manager Resources • Google Tag Manager Fundamentals • https://analyticsacademy.withgoogle.com/course/5 • SimoAhava.com • AnalyticsPros.com/blog • AnalyticsMania.com • MeasureSchool.com • Google+ Community • https://plus.google.com/communities/104865292981489764063
  28. 28. Chris Sietsema • hello@teachtofishdigital.com • @sietsema • linkedin.com/in/sietsema • 480.570.1636 PRESENTATION MATERIALS: teachtofishdigital.com/tags

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