A basic introduction to Google Tag Manager, explaining why to use it, and how to use it.

1. Google Tag Manager
Basic Introduction
Carl Franzon carl.franzon@atea.com

2. Google Tag Manager

3. Agenda
• Why GTM?
• Tracking Script
• Migrating from Standard
tracking
• GTM Advantages
• Account structure

4. Why GTM?
I need this script
added on our site!

5. 1 month later…

6. Why GTM?
The script doesn’t
work / I need another
script!
Oops! Create a new
task and add it to the
list!

7. Why GTM?
• Time-consuming
• Development-demanding
• Resource-heavy
• Difficult to manage all scripts

8. Why GTM?
I need this script
added on our site!

9. 1 month later…

10. Why GTM?

11. Why GTM?
• Good overview of all scripts on site (tags)
• No developer required (although some technical
knowledge is helpful…)
• Deploy-on-demand (mind the risks)

12. Google Tag Manager
What is it?

13. UI - Accounts View
• Accounts
• Containers
• Connected to
logged-in user
• Containers/
account is limited

14. UI - Container View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions

15. UI - Container View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions

16. Tags
• Snippet of code that is
executed on your website
• Often sends data to 3rd-party
Examples:
• Google Analytics Pageviews
• Events / Transactions / Search
• Behavior-tracking services

17. UI - Container View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions

18. Triggers
• Rules that decide if a tag is
executed or not (fire / non-fire)
• Made up of conditions
• Default triggers
• Custom triggers

19. Triggers
• Rules that decide if a tag is
executed or not (fire / non-fire)
• Made up of conditions
• Default triggers
• Custom triggers
Fire on:
• All Pages
• Some Pages
• Click
• Form
• Other

20. Triggers
• Rules that decide if a tag is
executed or not (fire / non-fire)
• Made up of conditions
• Default triggers
• Custom triggers

21. UI - Container View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions

22. Variables
• Name-value pair
• Used in triggers and tags
• Default variabels
• Custom variables

23. Name Value
Page URL ”http://www…”
Page Title ”Atea eSHOP”
Event Click
Click Element IMG Object
Form ID
”registration-
form”
Variables
• Name-value pair
• Used in triggers and tags
• Default variabels
• Custom variables

24. Variables
• Name-value pair
• Used in triggers and tags
• Default variabels
• Custom variables
Really powerful tool
Extract data from website
Fetch value from a cookie /
dataLayer
Where the ”magic” happens

25. UI - Container View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions

26. GTM - Example
”I want to send an event to Google Analytics when
a visitor clicks on a banner on the front page.”

27. GTM - Example
”I want to send an event containing the image
name to Google Analytics when a visitor clicks
on a banner on the front page.”

28. GTM - Example
Tag Trigger Variables
Google Analytics
Event Tag
Banner Clicks on
Front Page
”Click URL Query”
”Click Element”
”Page path”

29. UI - Versions View
• Most used view
• Current status
• Tags
• Triggers
• Variables
• Folders
• Versions

30. Best practice
• 1 Version for each ”function”
• Use the Preview mode
• If you are unsure, ask
someone to review
• Set right access to right
people (powerful tool)

31. Thank you!