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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
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.
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
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
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.
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