GTM and Advanced Analytics Training Outline Google Tag Manager Fundamentals This framework is intended to provide a full working knowledge of the purpose and use of Google Tag Manager (GTM). Once trained, attendees will be ready to begin deploying tags, triggers and variables through GTM. What is a tag manager and why are they important? • •
Why GTM was created Evolution from a basic system for deploying tags into a data collection library
Terminology • •
What tags are and their purpose Web terms refresher: JavaScript, HTML, DOM/CSS, Page source
Setting up GTM and adding to a site • • •
Creating a new container and finding the code Implementing GTM code on the site Moving from on-page tagging to a centralised structure
Interface and workflow • • • • • •
Accounts, containers, and user access Admin panel Variables Triggers Tags How tags, triggers, and variables fit in together
Deploying basic tags on all pages • • •
Deploying the basic GA tag through GTM Publishing updates to the container Deploying third-party tracking technology through GTM
Interlude: regular expressions • • •
Introduction to RegEx and testing tools Example structures to use in web analytics How RegEx is used in GA and GTM
Defining triggers for more complex tracking • • •
Defining a trigger to fire a tag upon a specific page The default variables and how to enable them Defining triggers for click actions
Tag preview and other testing features • • •
Basics of Tag Preview Testing tracking using web browser tools Using debug mode
Advanced Google Analytics Configuration This section concerns how Google Analytics can be used in conjunction with GTM to set up and report advanced types of tracking. Event tracking and advanced conversion tracking • • • • • • • •
Principles of event tracking and how to report events Tracking click-to-email and click-to-call Download tracking Tracking buttons and CTAs Outbound link tracking Third-party scripts: YouTube embed tracking Third-party scripts: Scroll depth tracking Turning events into goals
Cross-domain tracking • • • •
What cross-domain tracking is and why it’s important Subdomain tracking Cross-domain tracking Special case: tracking conversions occurring in iframe embeds
Custom dimensions and metrics • • • •
Review of hits, dimensions, metrics, and scope terminology The concept of custom definitions in Google Analytics Introducing the dataLayer Setting up custom dimensions and metrics
Custom dimensions and metrics • • • •
Review of hits, dimensions, metrics, and scope terminology The concept of custom definitions in Google Analytics Introducing the dataLayer Setting up custom dimensions and metrics