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Google Tag Manager for Beginners
MeasureCamp - 14th Sept 2013
About the speaker
 Florian Giudicelli, 27
 Digital Analytics Consultant at L3 Analytics
@FlorianGiu #MeasureCamp2
@Flori...
Plan
 I – Introducing Google Tag Manager
 II – Setting up a basic Google Analytics tracking
 III – Enhancing your imple...
Part 1 – Introducing Google Tag Manager
4 @FlorianGiu #MeasureCamp
What’s a Tag Management System?
 Tag Management Systems (TMS) aim to simplify the deployment and
maintenance of JavaScrip...
Why a Tag Management System?
 Pros:
 Gain independence from long development processes
 Experiment new partnerships mor...
Google Tag Manager VS Paid Solutions
 TMS vendors offer additional features:
 Support
 A wider tag library
 Controllin...
Part 2 – Setting up a basic Google Analytics
tracking
8 @FlorianGiu #MeasureCamp
Implementing the container
1. Signing in with a Google Account: http://www.google.co.uk/tagmanager/
2. Creating a Google T...
Implementing the container
3. Setting up a container (usually one per website):
@FlorianGiu #MeasureCamp10
Implementing the container
4. Implementing the container on all pages after the opening <body> tag
(not in the header):
@F...
Setting up Google Analytics
@FlorianGiu #MeasureCamp12
1. Creating a new Google AnalyticsTag:
Setting up Google Analytics
@FlorianGiu #MeasureCamp13
2. Setting up a rule to fire the tag (all pages)
Setting up Google Analytics
@FlorianGiu #MeasureCamp14
3. Creating and testing your version
4. Publishing the version
Part 3 – Enhancing your implementation with a
Data Layer
16/09/2013 @FlorianGiu #MeasureCamp
What’s the point of a Data Layer?
 “A data layer is an object that contains all of the information that you
want to pass ...
@FlorianGiu #MeasureCamp17
Defining Macros
@FlorianGiu #MeasureCamp18
Mapping the macros within our tag
@FlorianGiu #MeasureCamp19
Testing the new tag
@FlorianGiu #MeasureCamp20
2- Enhanced GA Tag using a Data Layer:1-Basic GA Tag:
Data Layer and Events
 The Data Layer can also be used to trigger tags on interactions (clicks,
downloads, play videos)
...
 All about Google Tag Manager (Justin Cutroni)
 Technical Implementation Webinar (Google)
 Developer Guide (Google)
 T...
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Google Tag Manager for beginners

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MeasureCamp session about Google Tag Manager

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Google Tag Manager for beginners

  1. 1. Google Tag Manager for Beginners MeasureCamp - 14th Sept 2013
  2. 2. About the speaker  Florian Giudicelli, 27  Digital Analytics Consultant at L3 Analytics @FlorianGiu #MeasureCamp2 @FlorianGiu l3analytics.com/blog
  3. 3. Plan  I – Introducing Google Tag Manager  II – Setting up a basic Google Analytics tracking  III – Enhancing your implementation with a Data Layer 3 @FlorianGiu #MeasureCamp
  4. 4. Part 1 – Introducing Google Tag Manager 4 @FlorianGiu #MeasureCamp
  5. 5. What’s a Tag Management System?  Tag Management Systems (TMS) aim to simplify the deployment and maintenance of JavaScript tags. @FlorianGiu #MeasureCamp5 Tag Container Website Tag Management Interface
  6. 6. Why a Tag Management System?  Pros:  Gain independence from long development processes  Experiment new partnerships more often  Keep improving the quality of your data  Cons:  You will always remain dependant from your IT  Transition to migrate hard coded tags can be painful  You might already have agile development processes @FlorianGiu #MeasureCamp6
  7. 7. Google Tag Manager VS Paid Solutions  TMS vendors offer additional features:  Support  A wider tag library  Controlling tag load order  Interface to select DOM elements  Real-time deduplication  A/B Testing @FlorianGiu #MeasureCamp7
  8. 8. Part 2 – Setting up a basic Google Analytics tracking 8 @FlorianGiu #MeasureCamp
  9. 9. Implementing the container 1. Signing in with a Google Account: http://www.google.co.uk/tagmanager/ 2. Creating a Google Tag Manager Account (company name): @FlorianGiu #MeasureCamp9
  10. 10. Implementing the container 3. Setting up a container (usually one per website): @FlorianGiu #MeasureCamp10
  11. 11. Implementing the container 4. Implementing the container on all pages after the opening <body> tag (not in the header): @FlorianGiu #MeasureCamp11
  12. 12. Setting up Google Analytics @FlorianGiu #MeasureCamp12 1. Creating a new Google AnalyticsTag:
  13. 13. Setting up Google Analytics @FlorianGiu #MeasureCamp13 2. Setting up a rule to fire the tag (all pages)
  14. 14. Setting up Google Analytics @FlorianGiu #MeasureCamp14 3. Creating and testing your version 4. Publishing the version
  15. 15. Part 3 – Enhancing your implementation with a Data Layer 16/09/2013 @FlorianGiu #MeasureCamp
  16. 16. What’s the point of a Data Layer?  “A data layer is an object that contains all of the information that you want to pass to Google Tag Manager” (Google Developer Guide)”: @FlorianGiu #MeasureCamp16/09/2013
  17. 17. @FlorianGiu #MeasureCamp17
  18. 18. Defining Macros @FlorianGiu #MeasureCamp18
  19. 19. Mapping the macros within our tag @FlorianGiu #MeasureCamp19
  20. 20. Testing the new tag @FlorianGiu #MeasureCamp20 2- Enhanced GA Tag using a Data Layer:1-Basic GA Tag:
  21. 21. Data Layer and Events  The Data Layer can also be used to trigger tags on interactions (clicks, downloads, play videos)  For example when we click on this link: @FlorianGiu #MeasureCamp21
  22. 22.  All about Google Tag Manager (Justin Cutroni)  Technical Implementation Webinar (Google)  Developer Guide (Google)  Tracking Events (Moz)  Ecommerce Tracking with Snowplow (Github)  Controlling Tag Firing Order (Cardinal Path)  Real Time Deduplication (Altima)  Google Tag Manager Certified Partners @FlorianGiu #MeasureCamp22

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