This document provides an overview of Google Tag Manager (GTM):
- GTM is a tag management system that allows marketing teams to manage JavaScript tags that integrate third-party software onto websites. It replaces individual tags with a single container tag that arranges and fires tags based on business rules.
- The document demonstrates how to set up basic Google Analytics and Criteo tracking using GTM, including creating tags, variables, and triggers.
- It also discusses enhancing GTM implementation with a data layer, which is a JavaScript object that passes information to GTM tags, such as product labels and click events.
2. Google Tag ManagerGoogle Tag Manager
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indigenous to the Americas, Eurasia, and
Africa, and have been introduced to
Australia. The earliest known squirrels
date from the Eocene and are most
closely related to the mountain beaver
and to the dormouse among living rodent
families.
3. Google Tag ManagerGoogle Tag Manager
Tyrannosaurus (/t ræn s r s/ or /taᵻˌ əˈ ɔː ə ɪ
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"lizard") is a genus of coelurosaurian
theropod dinosaur. The species
Tyrannosaurus rex (rex meaning "king" in
Latin), commonly abbreviated to T. rex, is
one of the most well-represented of the
large theropods.
4. Google Tag ManagerGoogle Tag Manager
Sorry! Was a joke!Sorry! Was a joke!
Further, even we talk about GTMFurther, even we talk about GTM
5. Google Tag ManagerGoogle Tag Manager
I Introducing Google Tag Manager
II Setting up a basic Google Analytics / Criteo tracking
III Enhancing your implementation with a Data Layer
Subjects:Subjects:
6. Google Tag ManagerGoogle Tag Manager
I Introducing Google Tag Manager
II Setting up a basic Google Analytics / Criteo tracking
III Enhancing your implementation with a Data Layer
Subjects:Subjects:
9. Google Tag ManagerGoogle Tag Manager
What's the Google Tag Manager?
GTM is a Tag Management System (TMS).
10. Google Tag ManagerGoogle Tag Manager
What's the Google Tag Manager?
GTM is a Tag Management System (TMS).
What's a Tag Management System?
11. Google Tag ManagerGoogle Tag Manager
What's the Google Tag Manager?
GTM is a Tag Management System (TMS).
What's a Tag Management System?
Tag Management Systems aim to simplify the deployment and
maintenance of JavaScript tags.
Or in a business definition: TMS is designed to help manage the
lifecycle of e-marketing tags, which are used to integrate third-party
software into digital properties.
12. Google Tag ManagerGoogle Tag Manager
What's the Google Tag Manager?
GTM is a Tag Management System (TMS).
What's a Tag Management System?
Tag Management Systems aim to simplify the deployment and
maintenance of JavaScript tags.
Or in a business definition: TMS is designed to help manage the
lifecycle of e-marketing tags, which are used to integrate third-party
software into digital properties.
But how it works?
13. Google Tag ManagerGoogle Tag Manager
What's the Google Tag Manager?
GTM is a Tag Management System (TMS).
What's a Tag Management System?
Tag Management Systems aim to simplify the deployment and
maintenance of JavaScript tags.
Or in a business definition: TMS is designed to help manage the
lifecycle of e-marketing tags, which are used to integrate third-party
software into digital properties.
But how it works?
Tag management systems replace the multiple tags with a single
container tag and afterwards arrange and “fire” individual tags as
appropriate based on business rules.
15. Google Tag ManagerGoogle Tag Manager
Tag Container
<html>
</html>
Website Google Tag Manager
Sorry :D
16. Google Tag ManagerGoogle Tag Manager
Why the Google Tag Manager?
- Gain independece from long development processes
- Experiment new partenerships more often
- Keep improving the quality of your data
- Do not bother programmers for each new pixel :D
- You will always remain dependant from your marketing departament
- Transition to migrate hard coded tags can be painful
Pros:Pros:
Cons:Cons:
17. Google Tag ManagerGoogle Tag Manager
Why the Google Tag Manager?
- Gain independece from long development processes
- Experiment new partenerships more often
- Keep improving the quality of your data
- Do not bother programmers for each new pixel :D
- You will always remain dependant from your marketing departament
- Transition to migrate hard coded tags can be painful
Pros:Pros:
Cons:Cons:
Score:
4 : 2 GTM win :D
18. Google Tag ManagerGoogle Tag Manager
Google Tag Manager vs Paid Solutions
- Support
- A wider tag library
- Controlling tag load order
- Interface to select DOM elements
- Real-time deduplication
- A/B Testing
19. Google Tag ManagerGoogle Tag Manager
Setting up a basic Google Analytics /Setting up a basic Google Analytics /
Criteo trackingCriteo tracking
20. Google Tag ManagerGoogle Tag Manager
1. Signing in with a Google Account: http://www.google.com/tagmanager/
2. Creating a Google Tag Manager Account (company name):
22. Google Tag ManagerGoogle Tag Manager
4. Implementing the container on all pages
after the opening <body> tag (not in the header)
23. Google Tag ManagerGoogle Tag Manager
4. Creating a new Google Analytics Tag:
(For a Criteo tag, you need a Custom Tag with a snipped code from
your partener)
24. Google Tag ManagerGoogle Tag Manager
5. Creating a new variable:
(Label will have a dynamic value so we need to send that value from
our application)
26. Google Tag ManagerGoogle Tag Manager
6. Back on the Tag for configuration: (it will be an Event Track Type with a
Category, an action and also a label)
27. Google Tag ManagerGoogle Tag Manager
7. Create a new trigger: (it will be necessary for dictation when that
Tag will be fired)
28. Google Tag ManagerGoogle Tag Manager
8.That's all with 'My First Tag'. if all went well, you will be able
to see the following screen:
9. The last step is to publish your changes (click on Publish button)
29. Google Tag ManagerGoogle Tag Manager
Enhancing your implementation with aEnhancing your implementation with a
Data LayerData Layer
30. Google Tag ManagerGoogle Tag Manager
What's the point of a Data Layer?
“A Data Layer is an object that contains all of the information that you
want to pass to Google Tag Manager” (Google Developer Guide)
In a developer language: A data layer is only a JavaScript object
31. Google Tag ManagerGoogle Tag Manager
How will be a Data Layer for our “My First Tag”?
Below is an example of how it will look the Data Layer for our Tag.
We need category and action as constants.
When you click on the View Product button, we will send the
“product_label” that will be the “ProductLabel” variable and also we send
the event: “view_product” for the trigger.
32. Google Tag ManagerGoogle Tag Manager
That's all for todayThat's all for today
Thanks for watching!Thanks for watching!
Dragos Ionita
Software Engineer
https://ro.linkedin.com/in/dragos-ionita-8ab20756
A presentation by:A presentation by:
