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Google Tag Manager - Measure Twice, Cut Once

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At the Search Snippet #17 event held at Spyder Trap in Minneapolis, MN on January 28th, 2015, Kristin Ziegler and Derrick Shields presented their slide deck "Google Tag Manager - Measure Twice, Cut Once."

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Google Tag Manager - Measure Twice, Cut Once

  1. 1. MnSearch Snippets #17 “Measure Twice, Cut Once.” January 28th, 2015 Google Tag Manager
  2. 2. Kristin Ziegler Director of Solutions Services Three Deep Marketing Derrick Shields Interactive Solutions Architect Three Deep Marketing Board of Directors – Minnesota Interactive Marketing Association
  3. 3. Agenda GTM Intro Measurement Model Overview GTM Anatomy Examples
  4. 4. 50+ Active GTM Implementations
  5. 5. What Is Google Tag Manager? Google Tag Manager is a free tool that makes it easy for marketers to manage website Tags: • Conversion Tracking • Analytics • Remarketing • and much more!
  6. 6. Why Google Tag Manager? Built-in Integration with Google Analytics, AdWords, & DoubleClick Dependable Data, Safe & Securely Hosted by Google Easily Create, Test, and Deploy Tags
  7. 7. Why Google Tag Manager? Built-in Syntax & Error Checking Agency Friendly via Multi-Account Support and User Permissions Tag Templates = Seamless Integration with Dozens of 3rd Party Vendors
  8. 8. Why Google Tag Manager? Easy To Learn (But Steep Learning Curve) New Features Released Frequently It’s Free!
  9. 9. How Does it Work?
  10. 10. Setup Account
  11. 11. Setup Account MnSearch 
  12. 12. Setup Container www.mnsearch.org
  13. 13. Copy Container Snippet
  14. 14. Install Container Snippet After <body> Tag!
  15. 15. Verify Installation
  16. 16. GTM Containers Measurement Plan Blueprint One Code Snippet 1:1 Website/Container Ratio Containers are Published & Versioned
  17. 17. Measurement Model DIGITAL SUCCESS
  18. 18. Measurement Model“The root cause of failure in most digital marketing is […] quite simply the lack of structured thinking about what the real purpose of the campaign is and a lack of an objective set of measures with which to identify success or failure.” AvinashKaushik Occam’s Razor Digital Marketing and Measurement Model
  19. 19. Why is a measurement model necessary? • Ensure that all stakeholders are in alignment • Provides anchor of value • Avoid data distractions and overload What is the number which will prove success?
  20. 20. Too Much Data, Not Enough Analysis • Consider audience • 3 second rule • Minimal Context • Why do I care? • Get to recommendations vs just observations Map everything back to the measurement model.
  21. 21. What is a measurement model? • Structured thinking • Key [first] step in helping reporting/analysis become actionable business insights • Contract for success • Answering Why questions leads us through the process of Objectives – Goals– KPIs Stay focused – let shiny objects be evaluated and challenged against the model.
  22. 22. Measurement Model “The question becomes not all the things that we can measure, but rather what are the right things to measure.” Dave Woodbeck Three Deep Marketing Blog What a Mathematician and Philosopher from 1657 can Teach us about Digital Measurement Models
  23. 23. How do we get there? The model is meant to work with an entire marketing program, or single campaign. Set Targets Priority Audiences Priority Content/Messages Results by Channel Priority Actions/Behaviors Define / Map KPIs to Objectives Review Examples Identify Business Objectives and Define Goals for Each Why questions / Brainstorm Review List Prioritize / Keep Kill Combine
  24. 24. Analysis Spectrum A measurement model and tracking requirements are the cornerstones within a complex analysis cycle. Reporting & Measurement StrategyAnalysis Context Observe RecommendInsight Deliverable Agreement/Campaign Measurement Model Tracking Requirements Deliverable Agreement/Campaign
  25. 25. Tracking Requirements Tracking requirements are a direct output of a measurement model/plan. Deliverable Agreement/Campaign Why questions Measurement Model Tracking Requirements GTM Implementation Analysis Container Snippet to Dev Data Collection Plan GTM allows decoupling from development cycles.
  26. 26. Building MNSearch Measurement Model Deliverable Agreement/Campaign • Not-profit Professional Organization • Mission Statement – Educate, Share and Connect • KPIs • Segments 1. Newsletter subscribers 2. Member Registrations 3. Summit Registrations 1. Member vs. Paid Collect and document known information as a start to the conversation.
  27. 27. MNSearch [unfinished] Measurement Model Deliverable Agreement/Campaign Objectives Educate Share Connect Goal Increase event registrations Increase engagement Grow MNSearch Community and Acquisition KPIs • Events • Summit • Blog views • Slide Deck views • Increase membership • Newsletter Subscribers Segments Member vs Non Member Secondary Indicators Engagement with Job Board Implementation Notes • Include a way to view any incomplete registrations or sign-ups. Consider impressions of that page vs completed goal. • Need to review with stakeholders for completion • Categorize registrations by type
  29. 29. Tags, Variables and Triggers all work together within a Container. VARIABLES TAGS TRIGGERS
  30. 30. GTM Tags Tags “Do Stuff” • Event Tracking • Executing Analytics Scripts • Conversion Tracking • Remarketing Codes • Execute Custom HTML or JavaScript • Etc.
  31. 31. Tags.
  32. 32. GTM Triggers Triggers tell Tags when to “Do Stuff” • Specific URLs • User Actions / Events • After Another Tag Fires • When a condition is True or False • If a Website element is present • Etc… Triggers like the traffic cop or a stop light. They tell Tags when to fire. If “This” Then “That”
  33. 33. Tags.
  34. 34. GTM Variables Variables return Values to Tags and Triggers They are like little helpers. Variables are either pre-defined by GTM or totally custom and always return something: • Current Page URL, Domain, etc. • Link Target URL • After Another Tag Fires • Element Attributes • Etc…
  35. 35. Variables.
  36. 36. Implementation Examples.
  37. 37. Dashboard.
  38. 38. Creating Tags.
  39. 39. Creating Tags.
  40. 40. Creating Triggers.
  41. 41. Creating Filters. If “thankyou” is in the URL, fire this Tag. Name Triggers For Re-Use!
  42. 42. Built-in Variables. Must be Enabled before use!
  43. 43. Custom Variables.
  44. 44. Configuring Variables.
  45. 45. Implementation Cool Stuff.
  46. 46. Real World Examples Lookup Tables Form Tracking Custom Dimensions Pre-populate Forms Manipulate SERPS
  47. 47. Lookup Tables. Lookup Tables Will Make Your Live Easier!
  48. 48. Get Geographical Information. Save Geo Information In a Cookie For Future Reference!
  49. 49. Pre-populate Forms Increase Conversion Rates!
  50. 50. Custom Dimensions.
  51. 51. Custom Dimensions.
  52. 52. Custom Dimensions.
  53. 53. Custom Dimensions. Track Everything Important To you!
  54. 54. Enrich SERPs via Markup.
  55. 55. Enrich SERPs via Markup. SiteLinks Search
  56. 56. Enrich SERPs via Markup. Events Easily Increase Search Engine Visibility!
  57. 57. Implementation Implementation.
  58. 58. Don’t Be Her.
  59. 59. Measure First. Then Measure Again. Ensure you’ve identified all objectives. Get Stakeholder Approval. Then Implement.
  60. 60. Marketing Developers Reporting & Measurement Requirements = Functional Requirements.
  61. 61. Deployment Best Practices Establish a Workflow Enforce Unique User Accounts Remember to Annotate!
  62. 62. GA & GTM Annotation
  63. 63. Questions? That’s It!
  64. 64. Necessary Tools & Resources These are helpful • Google Tag Assistant • Google Analytics Debugger • Edit This Cookie • Form Filler