Google Tag Manager for eCommerce

GOOGLE
TAG MANAGER
FOR
ECOMMERCE

SO, #WTF IS TAG MANAGEMENT?
It’s a new and fast way to apply third party services and some
systems integrations, especially by marketers, analysts and
project managers. Imagine your eCommerce without this common
javascript snippets: Google Analytics, remarketing and Adwords
conversion snippets, Facebook pixel, etc.
Leave the developers free to work on other important tasks, not
asking to do hard coding and for deploy asap.“It’s done?”
The main beneﬁts are:
• Independence from IT;
• Faster implementation time;
• 40% faster page load. 100% async loading;
• More control (i.e. schedule for remarketing campaigns);
• Reduce deployment costs;

GROWTH
Font: http://trends.builtwith.com/widgets/tag-management

& USAGE
Font: https://www.dropbox.com/s/z308ef84a1rz2ia/Dev%20-%20GTM%20guide%20v3_7.pdf?n=9486393
GTM (Google Tag Manager) is free, but paid TMS (Tag Manager
Systems) is growing very well, like Tealium and Signal:

QUICK START WITH GTM
Font: http://services.google.com/fh/ﬁles/misc/gtm_technical_cheat_sheet.pdf
Create a Google Tag Manager Account and a Container:
Go to google.com/tagmanager and click the “Sign Up” link then follow the
steps to generate your container snippet. We recommend one account per
site-owner (or company), and one container per domain. If needed, you can
set up multiple Google Tag Manager accounts from a single Google account.
Map your site:
Mapping your site ensures that you’ll have the right tags in the right places
— so you collect higher quality data. Think about what events (or user
activities) you want to measure, what data you want to collect, and which
vendors you want to use to track that data. Also note where your current tags
are implemented, but remember that this is a great opportunity to start fresh.
You may wish to track details in a spreadsheet.

Install the Google Tag Manager container snippet:
Copy and paste the container snippet from the setup ﬂow, and install it site-
wide on the property that you want to manage. We recommend installing the
snippet immediately after the opening <body> tag. You can place it
anywhere below <head>, but do not place the tag in <head>.
Optional (can be included with “install” step)
Add data layer APIs to track events and data across multiple tags:
To maximize your data collection capabilities, use a data layer and add our
APIs to event handlers and pages, allowing you to reference variables,
transaction information, page categories, and other important signals. If you
include page level data in the data layer, declare the data layer object above
the container snippet. If you want to update data or events on user
interactions, use the dataLayer.push() API. This is especially recommended
for use in dynamic applications to identify virtual pageviews. For more
details, visit http://goo.gl/3Q6wn.

Configure your container by adding Tags, Rules, and Macros:
Refer to your map, then sign in at google.com/tagmanager and add new
Tags (based on the tag vendors you defined), create New Rules (the events
you want to track), and New Macros (the data you wish to collect, e.g. price).
Test your initial configuration:
Create a Version of your current container, and test it out on your live site by
using Preview or Debug mode. Navigate around your site and see if the rules
and tags are acting the way you expect.

Migrate by removing hard-coded tags:
You’re almost ready to manage tags with Google Tag Manager, so remove
the hard-coded tags from your site. Stage these changes in a pre-
production / QA environment.
Push your changes Live!
Push your new site live without the hard-coded tags. At the same time, press
the Publish button for your container. Changes will roll out immediately!

TAG TYPES AND MACROS AVAILABLE:

SETUP GOOGLE ANALYTICS TAG
Font: http://cutroni.com/blog/2012/10/01/implementing-google-analytics-with-google-tag-manager/
Create a new tag and ﬁre rule to all pages:

SETUP GOOGLE ANALYTICS TAG
Font: https://support.google.com/tagmanager/answer/2699097?hl=en
Always when create a new tag, you need to publish them.

SETUP GOOGLE ANALYTICS ECOMMERCE TAG
Font: https://support.google.com/tagmanager/answer/3002596
Populate dataLayer variable:

Create a Transaction tag for Analytics:

SETUP DYNAMIC ADWORDS REMARKETING
Font: https://support.google.com/tagmanager/answer/3002580?hl=en
Populate dataLayer variable:

Map your site for useful remarketing lists:
IMPORTANT:
This rules need to be
created in your AdWords
Shared Library too.

REFERENCES
• http://trends.builtwith.com/widgets/tag-management
• https://www.dropbox.com/s/z308ef84a1rz2ia/Dev%20-%20GTM%20guide%20v3_7.pdf?n=9486393
• http://services.google.com/fh/ﬁles/misc/gtm_technical_cheat_sheet.pdf
• http://cutroni.com/blog/2012/10/01/implementing-google-analytics-with-google-tag-manager/
• https://support.google.com/tagmanager/answer/2699097?hl=en
• https://support.google.com/tagmanager/answer/3002596
• https://support.google.com/tagmanager/answer/3002580?hl=en
• http://www.google.com/tagmanager/faq.html
TAG ASSYSTANT - CHROME EXTENSION
• http://goo.gl/Qi51yO
GIST
• https://gist.github.com/leoberdu/40cc2902d7cfcf44985b

WWW.STORED.COM.BR
Lenardo Berdu
leonardo.berdu@stored.com.br
http://br.linkedin.com/in/leoberdu
@leoberdu

Google Tag Manager for eCommerce

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