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Google Tag Manager: The Marketer's Essential Multi Tool By Jonathon Weber

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From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Google Tag Manager: The Marketer's Essential Multi-Tool. PRESENTATION: Google Tag Manager: The Marketer's Essential Multi Tool - Given by Jonathon Weber, @jonathanweber - Lunametrics, Data Evangelist. #SMX #22C3

Publicada em: Marketing
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Google Tag Manager: The Marketer's Essential Multi Tool By Jonathon Weber

  1. 1. #SMX #22C3 @lunametrics The Marketer’s Essential Multi-Tool Google Tag Manager
  2. 2. #SMX #22C3 @lunametrics The Marketer’s Essential Multi-Tool Google Tag Manager
  3. 3. #SMX #22C3 @lunametrics Jonathan Weber Data Evangelist Analytics & Insight weber@lunametrics.com
  4. 4. #SMX #22C3 @lunametrics A “tag” is a bit of HTML. • It could be a pixel in an <img> tag. • It could be Javascript in a <script> tag. • It’s usually for tracking purposes.
  5. 5. #SMX #22C3 @lunametrics A content management system manages the content of a website. A tag management system manages the tags of a website.
  6. 6. #SMX #22C3 @lunametrics • Access control and permissions • Preview and test before publishing • Manage updates and past versions • Re-usable components Advantages of Tag Management
  7. 7. #SMX #22C3 @lunametrics APPLICATION #1: Measurement Tools
  8. 8. #SMX #22C3 @lunametrics Lots of third-party tags, too! (Or, copy and paste any tag.)
  9. 9. #SMX #22C3 @lunametrics No Javascript? No problem. GTM has built-in listeners for clicks, form submissions, AJAX history changes, and more. You don’t have to see any Javascript directly to work with them.
  10. 10. #SMX #22C3 @lunametrics “Triggers” say when a tag should fire • Every page • Some pages • Clicks on certain elements (based on ID, CSS Selectors) • Form submissions • AJAX history changes Some GTM Lingo… “Variables” fill in values for a tag or trigger • Page URL or referrer • Cookie value • Javascript variable • Value of an element or attribute in the page’s HTML
  11. 11. #SMX #22C3 @lunametrics Lots of common scenarios: • Downloads • Outbound links • YouTube videos • Scroll tracking • Mailto & tel links LunaMetrics Recipes GTM lets you export and import “containers” full of tags, triggers, and variables.
  12. 12. #SMX #22C3 @lunametrics SEO-Specific Applications?
  13. 13. #SMX #22C3 @lunametrics
  14. 14. #SMX #22C3 @lunametrics A tag management tool can be an end-run around an uncooperative IT department or poor tools.* *With great power comes great responsibility. IT departments sometimes have good reasons – pesky things like “security” and “testing”. Don’t break your website!
  15. 15. #SMX #22C3 @lunametrics IMPORTANT: GTM loads Javascript, which we can use to make changes or additions to the page’s code. Google crawls these changes appropriately, but other crawlers might not. This is a workaround, not a preferred method. Special thanks to Simo Ahava, who did the initial legwork in testing that Google crawls changes by GTM correctly.
  16. 16. #SMX #22C3 @lunametrics APPLICATION #2: Canonical URLs
  17. 17. #SMX #22C3 @lunametrics <link rel="canonical" href="https://blog.example.com/dresses/green-dresses-are-awesome" /> Canonical URLs We can use GTM’s variables to construct a canonical URL from some building blocks: • HTTP or HTTPS • Include www or no www in hostname • Remove query parameters *With great power comes great responsibility. IT departments sometimes have good reasons – pesky things like “security” and “testing”. Don’t break your website!
  18. 18. #SMX #22C3 @lunametrics Canonical URLs: Variables
  19. 19. #SMX #22C3 @lunametrics Canonical URLs: Tag & Trigger
  20. 20. #SMX #22C3 @lunametrics Fear not. You don’t have to figure this out from scratch. We’ve made a recipe for this, too (and all of the other examples in this presentation). You’ll need to tweak for your needs (www or no, http or https, query parameters). Grab a handout with the link or go to www.lunametrics.com/labs/recipes Wait, where do I click to…
  21. 21. #SMX #22C3 @lunametrics You’ll be able to see the <link> tag in the generated source. In Chrome, open up the Developer Tools and go to the Elements tab. Is it working?
  22. 22. #SMX #22C3 @lunametrics APPLICATION #3: Structured Data Markup
  23. 23. #SMX #22C3 @lunametrics • Site name • Site logo • Social profile links • Search box • etc. Structured Data Markup
  24. 24. #SMX #22C3 @lunametrics Structured Data Markup: Tag You can combine a bunch of blocks into a single tab. Our recipe has examples. You can use variables if needed (if you’re re-using these values in multiple places or other tags).
  25. 25. #SMX #22C3 @lunametrics • Yes, theoretically. • But, you need to get the values (headline, author, etc.) that you want to fill in. • You can use GTM variables for this if the information is accessible in the page (HTML <h1> element, for example) • You’ll need more complex triggers and variables to achieve this, however. Structured Data for Articles, Events, etc.?
  26. 26. #SMX #22C3 @lunametrics APPLICATION #4: Titles and Descriptions (for the truly desperate)
  27. 27. #SMX #22C3 @lunametrics Variables: Lookup Tables Match values in one list to another For example, URL to Title
  28. 28. #SMX #22C3 @lunametrics There’s a reason I said this is for the truly desperate. You don’t want to enter those all in by hand, do you? • Quick spreadsheet generator: http://www.lunametrics.com/blog/2014/11/20/gtm-lookup-table- upload/ • Support flexible matches: http://www.seerinteractive.com/blog/gtm-match-table- generator/ Entry 1. H as in Harry, T as in Thomas, …
  29. 29. #SMX #22C3 @lunametrics BONUS: You can use GTM on AMP pages, too.
  30. 30. #SMX #22C3 @lunametrics BONUS: Verify a site in Search Console with GTM.
  31. 31. #SMX #22C3 @lunametrics LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX Grab a handout or go to www.lunametrics.com/labs/recipes

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