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U p B u i l d @ m i k e _ a r n e s e n
2 9 A d v a n c e d G o o g l e T a g M a n a g e r
T i p s E v e r y M a r k e t ...
We’ll Be Covering A Lot!
Write up, tools, resources — upbuild.io/gtm
What am I
going to do?
Show 29 ways to
level up your GTM usage.
Prove that GTM is
the best tool for your money.
Give you resources to
deepen your expertise.
Open your mind to
new possibilities.
What am I
NOT going to do?
Review installation
or basic mechanics.
Give you the click-by-click
(at least, not today).
Teach you JavaScript.
and one last thing…
Who are we?
One-Person
Marketing Army
Savvy Enterprise
Marketer
Efficient
Idealist
Under-The-Radar
Innovator
C:mozcon> ld gtm tips_
Anatomy of a GTM Tip x 2
x 3
x 1
Details about the tip.
upbuild.io/gtm#0
upbuild.io/gtm#0
Anatomy of a GTM Tip x 2
x 3
x 1
Details about the tip.
Tags
Variables
Triggers
The What & Why
The How
Crawl for GTM
Practice good housekeeping.
x __
x __
x __
upbuild.io/gtm#1
Check for jQuery.
If not found, then add jQuery.
Inject jQuery x 1
x 0
x 1
upbuild.io/gtm#2
Check for jQuery.
If not found, then add jQuery.
Pretty hacky.
Inject jQuery x 1
x 0
x 1
upbuild.io/gtm#2
Add jQuery Do nothing
NO YES
jQuery Loaded?
Page Load on All Pages
Harvest Clickstream Data
Track all the click data you want,
without bugging the dev team.
x 2
x 3
x 1
upbuild.io/gtm#3
All Your Click-Tracking with 2 Tags
1st tag — click handling
On click, push to dataLayer
2nd tag — receive/send data
“Catch” the data and send to GA.
For each element
attach click handler & function to
push data to the dataLayer.
1st Tag —...
1st Tag — HTML
Define GA Event Values
.click() .submit()
.hover() .change()
Use jQuery
Unique Selector
category/action/
label
Build jQuer...
Test & Release
Build & QA your whole
container locally.
x __
x __
x __
upbuild.io/gtm#4
Get Tag Manager Injector
Debug your own container, anywhere.
Leverage Environments
Manage environments for even
better Enterprise-grade testing.
x _
x _
x _
upbuild.io/gtm#5
Leverage Environments
Manage environments for even
better Enterprise-grade testing.
x _
x _
x _
Now with
Workspaces!
upbui...
Make Permanent Changes
Hypothesize.
Experiment.
Implement.
Move on.
x 1
x 0
x 1
SEMI-
upbuild.io/gtm#6
Move From Results to Implementation
Copy. Paste. Done.
Track File Downloads
PDFs, MP3s, and other assets.
x 1
x 1
x 1
upbuild.io/gtm#7
Activate Built-In Variable
Add File Extensions to Track
…And a Tag Sends the Data into GA
Track (Offsite) Downloads
Emailed assets
and sales materials.
x 2
x 2
x 1
upbuild.io/gtm#8
GTM Tags Send Data to GA
& Execute the Redirect
moz.com/download/?asset=specs&org=upbuild
Create a Download page
Sales Sen...
Track Outbound Clicks
Track & segment clicks
in meaningful ways
for better intelligence.
x 1
x 1
x 1
upbuild.io/gtm#9
Configure an Auto Event Variable to
Grab Hostname of Clicked Link
If a link is clicked and that
Variable != your site, sen...
Configure Cross-Domain
& Subdomain Tracking
There’s a difference
and a right way to do both.
x 1
x 1
x 0
upbuild.io/gtm#10
dev.moz.com
Subdomain Tracking
Left to its own devices, 

GTM’s default behavior is troublesome.
www.moz.com
Subdomain Tracking
www.moz.com dev.moz.com
Cross-Domain Tracking
Multiple sites?
All part of the same user journey?
Use cross-domain tracking.
upbuild.io/gtm#10
Allow Linker = TRUE
Auto Link Domains w/ Variable
Referral Exclusion List
(in GA)
+
+
See Full Hostnames
View page paths with
subdomains
or other TLDs.
x 0
x 2
x 0
upbuild.io/gtm#11
Overwrite “page” with hostname 

& path variables.
Strip Out PII
Remove personally identifiable
information before it’s passed
to Google Analytics.
x 1
x 1
x 0
upbuild.io/gt...
Disclaimer
Not a Lawyer
upbuild.io/gtm#12
What’s the Risk?
Your entire GA profile. Wiped.
GA Filters aren’t sufficient.
GTM can intercept PII before it’s sent.
PII ...
Overwrite the Page field in your GA Tag
Create a JavaScript Variable
Search for Emails or CC #s
Leave all other Params, bu...
Based on a post from Simo Ahava, “Remove Email Addresses From URL Parameters”
http://www.simoahava.com/analytics/remove-em...
Use Nested Variables
We heard you liked variables…
x __
x ∞
x __
upbuild.io/gtm#13
Lookup Table with…
1
2
3
…other variables!
Merge GA & CRM Data
Find a unique key.
Push it into the CRM.
Add CRM data to GA w/ key.
x 1
x 1
x 0
upbuild.io/gtm#14
Cookie Variable grabs UID
Send UID to Custom Dimension
Import CRM data using UID as a Key
Leverage a dataLayer
Bridge the gap between
application and experience.
x 0
x ∞
x 0
upbuild.io/gtm#15
Experience Layer
Application Layer
Data Layer
Measure Scroll Depth
Capture scroll data at
pre-defined points.
x 1
x 3
x 1
upbuild.io/gtm#16
Don’t Reinvent the Wheel!
Leverage this amazing contribution to web analytics from
Rob Flaherty of Parsnip.io — http://scr...
Observe Dwell Time
Understand which visits
are sticky and
which visits aren’t.
x 1
x 2
x 1
upbuild.io/gtm#17
Calculate Appropriate Dwell Time
Use setTimeout to fire an Event
(Words on Page)/15 * 1000
Monitor Pogosticking
Measure.
Improve.
Earn the long click.
x 1
x 3
x 1
upbuild.io/gtm#18
This is
100% Simo.
Learn more:
simoahava.com/analytics/measure-serp-bounce-time-with-gtm/
Log new browser history entry
Learn more:
simoahava.com/analytics/measure-serp-bounce-time-with-gtm/
Pause, push data to GA,
and send them on their way....
Include Outsiders Only
Filter out your team’s traffic
without relying on IPs.
x 1
x 1
x 1
upbuild.io/gtm#19
upbuild.io/?internal=true
Designate a team parameter
Unfiltered
Filtered
Google Analytics
Tagged as Team
Update Metadata
Change or apply metadata
without touching your code.
x ∞
x 0
x 1+
upbuild.io/gtm#20
Implement Structured Data
Dynamic JSON-LD
for Rich Cards & more.
x 1+
x ∞
x ∞
upbuild.io/gtm#21
Hack Site Search Tracking
No query strings?
No problem!
x 1
x 1
x 1
upbuild.io/gtm#22
On Internal SERPS w/o Query Strings
Rewrite Page to include Query String
Custom JS Variable to Parse Query
Send to GA
Configure Analytics
for Web Apps
Use advanced listening
or
ask nicely for a dataLayer…
x 2
x 3
x 1
upbuild.io/gtm#23
…or better yet!
angulartics.github.io
Measure Video Engagement
Leverage YouTube’s API to
fire events during the play.
x 2
x 2
x 4
upbuild.io/gtm#24
or just use
Wistia!
Brought to you by CardinalPath:
cardinalpath.com/youtube-video-tracking-with-google-tag-
manager-v2-an...
Monitor Form Abandonment
Collect & send data to GA
about how far users get
into forms before leaving.
x 1
x 3
x 2
upbuild....
Add form progress to an Array
beforeunload, send progress to GA
Measure AdBlocking Traffic
Populate a Custom Dimension
based on whether or not
a fake ad gets blocked.
x 2
x 0
x 1
upbuild...
Upload ads.js
If ads.js is blocked, return TRUE
Send to GA as“Ad Blocking”
Custom Dimension
Load the file using GTM
Close with Personalization
Cookie users entering the funnel.
Remove it upon conversion.
Modify the site experience
for fol...
Step 1 Step 2
Step 3
Set
“enteredFunnel”
Remove
“enteredFunnel”
Homepage
Business as usual
Homepage
Enticing
offer!
NO YES
“enteredFunnel” present?
Create Flexible Lookups
Use Google Sheets
and import functionality to
build massive and flexible
lookup tables.
x __
x ∞
x...
Massive & Flexible Lookups
Use Google Sheets
and import functionality to
build massive and flexible
lookup tables.
x __
x ...
From this…
domain-one.com
domain-two.com
dev.domain-two.com
domain-three.com
dev.domain-three.com
domain-three.fr
domain-f...
…to this!
domain-(one|two).com
^dev.
domain-three.com
.fr$
UA-12345678-1
UA-12345678-2
UA-12345678-3
UA-12345678-4
Export & Import Containers
upbuild.io/gtm#29
upbuild.io/gtm#29
Export & Import Containers
Get yours at
upbuild.io/gtm/eru
Attend the
Watney School of Marketing
Don't forget what
Google Tag Manager is.
Continuing Education
jQuery Unique Selector (Chrome)
Tag Manager Injector (Chrome)
Tools
Continuing Education
Ahava — All, simoahava.com
Goddard — Using GTM to Dynamically Generate JSON-LD
Mourad — Cross-Domain ...
Continuing Education
Keith & Sambells — DOM Scripting: Web Design
with JavaScript and the Document Object Model
Books
Continuing Education
Google Analytics Academy — GTM Fundamentals (Free)
Code School — JavaScript Road Trip (Freemium)
Code...
M I K E A R N E S E N
U p B u i l d @ m i k e _ a r n e s e n
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
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29 Advanced Google Tag Manager Tips Every Marketer Should Know

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Google Tag Manager is an incredibly powerful tool and one you're likely not using to its full potential. In my talk from MozCon 2016, I delivered 29 rapid-fire tips intended to empower marketers to overcome the insurmountable odds and circumnavigate road blocks using this incredibly powerful marketing tool.

Veröffentlicht in: Marketing

29 Advanced Google Tag Manager Tips Every Marketer Should Know

  1. 1. U p B u i l d @ m i k e _ a r n e s e n 2 9 A d v a n c e d G o o g l e T a g M a n a g e r T i p s E v e r y M a r k e t e r S h o u l d K n o w
  2. 2. We’ll Be Covering A Lot! Write up, tools, resources — upbuild.io/gtm
  3. 3. What am I going to do?
  4. 4. Show 29 ways to level up your GTM usage.
  5. 5. Prove that GTM is the best tool for your money.
  6. 6. Give you resources to deepen your expertise.
  7. 7. Open your mind to new possibilities.
  8. 8. What am I NOT going to do?
  9. 9. Review installation or basic mechanics.
  10. 10. Give you the click-by-click (at least, not today).
  11. 11. Teach you JavaScript.
  12. 12. and one last thing…
  13. 13. Who are we?
  14. 14. One-Person Marketing Army
  15. 15. Savvy Enterprise Marketer
  16. 16. Efficient Idealist
  17. 17. Under-The-Radar Innovator
  18. 18. C:mozcon> ld gtm tips_
  19. 19. Anatomy of a GTM Tip x 2 x 3 x 1 Details about the tip. upbuild.io/gtm#0
  20. 20. upbuild.io/gtm#0 Anatomy of a GTM Tip x 2 x 3 x 1 Details about the tip. Tags Variables Triggers The What & Why The How
  21. 21. Crawl for GTM Practice good housekeeping. x __ x __ x __ upbuild.io/gtm#1
  22. 22. Check for jQuery. If not found, then add jQuery. Inject jQuery x 1 x 0 x 1 upbuild.io/gtm#2
  23. 23. Check for jQuery. If not found, then add jQuery. Pretty hacky. Inject jQuery x 1 x 0 x 1 upbuild.io/gtm#2
  24. 24. Add jQuery Do nothing NO YES jQuery Loaded? Page Load on All Pages
  25. 25. Harvest Clickstream Data Track all the click data you want, without bugging the dev team. x 2 x 3 x 1 upbuild.io/gtm#3
  26. 26. All Your Click-Tracking with 2 Tags 1st tag — click handling On click, push to dataLayer 2nd tag — receive/send data
  27. 27. “Catch” the data and send to GA. For each element attach click handler & function to push data to the dataLayer. 1st Tag — HTML 2nd Tag - Universal Analytics
  28. 28. 1st Tag — HTML
  29. 29. Define GA Event Values .click() .submit() .hover() .change() Use jQuery Unique Selector category/action/ label Build jQuery Selectors Choose a Handler Build Your Own Harvester
  30. 30. Test & Release Build & QA your whole container locally. x __ x __ x __ upbuild.io/gtm#4
  31. 31. Get Tag Manager Injector Debug your own container, anywhere.
  32. 32. Leverage Environments Manage environments for even better Enterprise-grade testing. x _ x _ x _ upbuild.io/gtm#5
  33. 33. Leverage Environments Manage environments for even better Enterprise-grade testing. x _ x _ x _ Now with Workspaces! upbuild.io/gtm#5
  34. 34. Make Permanent Changes Hypothesize. Experiment. Implement. Move on. x 1 x 0 x 1 SEMI- upbuild.io/gtm#6
  35. 35. Move From Results to Implementation Copy. Paste. Done.
  36. 36. Track File Downloads PDFs, MP3s, and other assets. x 1 x 1 x 1 upbuild.io/gtm#7
  37. 37. Activate Built-In Variable Add File Extensions to Track …And a Tag Sends the Data into GA
  38. 38. Track (Offsite) Downloads Emailed assets and sales materials. x 2 x 2 x 1 upbuild.io/gtm#8
  39. 39. GTM Tags Send Data to GA & Execute the Redirect moz.com/download/?asset=specs&org=upbuild Create a Download page Sales Sends Links to Leads w/ Asset & Org GTM Variables Grab Info
  40. 40. Track Outbound Clicks Track & segment clicks in meaningful ways for better intelligence. x 1 x 1 x 1 upbuild.io/gtm#9
  41. 41. Configure an Auto Event Variable to Grab Hostname of Clicked Link If a link is clicked and that Variable != your site, send to GA Group offsite clicks by domain!
  42. 42. Configure Cross-Domain & Subdomain Tracking There’s a difference and a right way to do both. x 1 x 1 x 0 upbuild.io/gtm#10
  43. 43. dev.moz.com Subdomain Tracking Left to its own devices, 
 GTM’s default behavior is troublesome. www.moz.com
  44. 44. Subdomain Tracking www.moz.com dev.moz.com
  45. 45. Cross-Domain Tracking Multiple sites? All part of the same user journey? Use cross-domain tracking. upbuild.io/gtm#10
  46. 46. Allow Linker = TRUE Auto Link Domains w/ Variable Referral Exclusion List (in GA) + +
  47. 47. See Full Hostnames View page paths with subdomains or other TLDs. x 0 x 2 x 0 upbuild.io/gtm#11
  48. 48. Overwrite “page” with hostname 
 & path variables.
  49. 49. Strip Out PII Remove personally identifiable information before it’s passed to Google Analytics. x 1 x 1 x 0 upbuild.io/gtm#12
  50. 50. Disclaimer Not a Lawyer upbuild.io/gtm#12
  51. 51. What’s the Risk? Your entire GA profile. Wiped. GA Filters aren’t sufficient. GTM can intercept PII before it’s sent. PII sent to Google servers = ToS Violation
  52. 52. Overwrite the Page field in your GA Tag Create a JavaScript Variable Search for Emails or CC #s Leave all other Params, but 
 Replace PII with a Notification
  53. 53. Based on a post from Simo Ahava, “Remove Email Addresses From URL Parameters” http://www.simoahava.com/analytics/remove-email-addresses-from-url-parameters/
  54. 54. Use Nested Variables We heard you liked variables… x __ x ∞ x __ upbuild.io/gtm#13
  55. 55. Lookup Table with… 1 2 3 …other variables!
  56. 56. Merge GA & CRM Data Find a unique key. Push it into the CRM. Add CRM data to GA w/ key. x 1 x 1 x 0 upbuild.io/gtm#14
  57. 57. Cookie Variable grabs UID Send UID to Custom Dimension Import CRM data using UID as a Key
  58. 58. Leverage a dataLayer Bridge the gap between application and experience. x 0 x ∞ x 0 upbuild.io/gtm#15
  59. 59. Experience Layer Application Layer Data Layer
  60. 60. Measure Scroll Depth Capture scroll data at pre-defined points. x 1 x 3 x 1 upbuild.io/gtm#16
  61. 61. Don’t Reinvent the Wheel! Leverage this amazing contribution to web analytics from Rob Flaherty of Parsnip.io — http://scrolldepth.parsnip.io/ Baseline 25% 50% 75% 100%
  62. 62. Observe Dwell Time Understand which visits are sticky and which visits aren’t. x 1 x 2 x 1 upbuild.io/gtm#17
  63. 63. Calculate Appropriate Dwell Time Use setTimeout to fire an Event (Words on Page)/15 * 1000
  64. 64. Monitor Pogosticking Measure. Improve. Earn the long click. x 1 x 3 x 1 upbuild.io/gtm#18
  65. 65. This is 100% Simo. Learn more: simoahava.com/analytics/measure-serp-bounce-time-with-gtm/ Log new browser history entry
  66. 66. Learn more: simoahava.com/analytics/measure-serp-bounce-time-with-gtm/ Pause, push data to GA, and send them on their way. If “Back” detected… wow such hack
  67. 67. Include Outsiders Only Filter out your team’s traffic without relying on IPs. x 1 x 1 x 1 upbuild.io/gtm#19
  68. 68. upbuild.io/?internal=true Designate a team parameter Unfiltered Filtered Google Analytics Tagged as Team
  69. 69. Update Metadata Change or apply metadata without touching your code. x ∞ x 0 x 1+ upbuild.io/gtm#20
  70. 70. Implement Structured Data Dynamic JSON-LD for Rich Cards & more. x 1+ x ∞ x ∞ upbuild.io/gtm#21
  71. 71. Hack Site Search Tracking No query strings? No problem! x 1 x 1 x 1 upbuild.io/gtm#22
  72. 72. On Internal SERPS w/o Query Strings Rewrite Page to include Query String Custom JS Variable to Parse Query Send to GA
  73. 73. Configure Analytics for Web Apps Use advanced listening or ask nicely for a dataLayer… x 2 x 3 x 1 upbuild.io/gtm#23
  74. 74. …or better yet! angulartics.github.io
  75. 75. Measure Video Engagement Leverage YouTube’s API to fire events during the play. x 2 x 2 x 4 upbuild.io/gtm#24
  76. 76. or just use Wistia! Brought to you by CardinalPath: cardinalpath.com/youtube-video-tracking-with-google-tag- manager-v2-and-universal-analytics-a-step-by-step-guide/ Listen for play events Check for YouTube Videos Send data to GA
  77. 77. Monitor Form Abandonment Collect & send data to GA about how far users get into forms before leaving. x 1 x 3 x 2 upbuild.io/gtm#25
  78. 78. Add form progress to an Array beforeunload, send progress to GA
  79. 79. Measure AdBlocking Traffic Populate a Custom Dimension based on whether or not a fake ad gets blocked. x 2 x 0 x 1 upbuild.io/gtm#26
  80. 80. Upload ads.js If ads.js is blocked, return TRUE Send to GA as“Ad Blocking” Custom Dimension Load the file using GTM
  81. 81. Close with Personalization Cookie users entering the funnel. Remove it upon conversion. Modify the site experience for folks who are still cookied. x 3 x 1 x 2 upbuild.io/gtm#27
  82. 82. Step 1 Step 2 Step 3 Set “enteredFunnel” Remove “enteredFunnel”
  83. 83. Homepage Business as usual Homepage Enticing offer! NO YES “enteredFunnel” present?
  84. 84. Create Flexible Lookups Use Google Sheets and import functionality to build massive and flexible lookup tables. x __ x ∞ x __ upbuild.io/gtm#28
  85. 85. Massive & Flexible Lookups Use Google Sheets and import functionality to build massive and flexible lookup tables. x __ x ∞ x __ This tip brought to you by Stephen Harris at SEER seerinteractive.com/blog/gtm-match-table-generator/
  86. 86. From this… domain-one.com domain-two.com dev.domain-two.com domain-three.com dev.domain-three.com domain-three.fr domain-four.fr UA-12345678-1 UA-12345678-1 UA-12345678-2 UA-12345678-3 UA-12345678-2 UA-12345678-4 UA-12345678-4
  87. 87. …to this! domain-(one|two).com ^dev. domain-three.com .fr$ UA-12345678-1 UA-12345678-2 UA-12345678-3 UA-12345678-4
  88. 88. Export & Import Containers upbuild.io/gtm#29
  89. 89. upbuild.io/gtm#29 Export & Import Containers Get yours at upbuild.io/gtm/eru
  90. 90. Attend the Watney School of Marketing
  91. 91. Don't forget what Google Tag Manager is.
  92. 92. Continuing Education jQuery Unique Selector (Chrome) Tag Manager Injector (Chrome) Tools
  93. 93. Continuing Education Ahava — All, simoahava.com Goddard — Using GTM to Dynamically Generate JSON-LD Mourad — Cross-Domain & Roll-Up Reporting Wiegand — Connect CRM & Web Analytics Platforms Arnesen — Site Search Tracking Without Query Strings Cutroni — Cross-Device Measurement & User ID Blog Posts
  94. 94. Continuing Education Keith & Sambells — DOM Scripting: Web Design with JavaScript and the Document Object Model Books
  95. 95. Continuing Education Google Analytics Academy — GTM Fundamentals (Free) Code School — JavaScript Road Trip (Freemium) Code Academy— Learn JavaScript (Freemium) Courses
  96. 96. M I K E A R N E S E N U p B u i l d @ m i k e _ a r n e s e n

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