Marketing Analytics: Tag Manager Tutorial
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This document provides a comprehensive tutorial on using a tag manager, highlighting its importance for efficiency in digital marketing. It includes practical exercises on variables, triggers, and tags, along with a setup checklist and various tracking methods such as YouTube activity and ecommerce tracking. Additionally, it offers resources for further learning and contact information for the author.
Marketing Analytics: Tag Manager Tutorial
- 3. Why Use a Tag Manager?
- 4. Why Use a Tag Manager?
- 5. “You can be brilliant and still go out of business if you’re too inefficient” -Sam Walton
- 7. An Avoidable Scenario TWO WEEKS LATER…
- 9. “If time be of all things most precious, wasting time must be the greatest prodigality.” -Benjamin Franklin
- 10. x10
- 12. “Get your shit together.” -Nicolaus Copernicus
- 13. A Real World Example
- 14. A Real World Example
- 17. Check! Check! … 1 … 2 … Check!
- 19. 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
- 20. Metrics Matrix
- 21. 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
- 22. 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
- 23. 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
- 24. 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
- 25. 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
- 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. 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
- 28. 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
- 29. Chris Sietsema • hello@teachtofishdigital.com • @sietsema • linkedin.com/in/sietsema • 480.570.1636 PRESENTATION MATERIALS: teachtofishdigital.com/tags