Introduction to Google Tag Manager
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A simple introduction about the base principles of google's tag manager for the marketing department of jobmensa.de
![#WTF IS TAG
MANAGEMENT? [1]
A fast way to add and manage tracking codes
no javascript snippets have to be add anymore
Leave the developers free to work on other
important tasks
3](https://image.slidesharecdn.com/tagmanager-150713095247-lva1-app6891/85/Introduction-to-Google-Tag-Manager-3-320.jpg)
![6
[1]](https://image.slidesharecdn.com/tagmanager-150713095247-lva1-app6891/85/Introduction-to-Google-Tag-Manager-6-320.jpg)
![26
[1]](https://image.slidesharecdn.com/tagmanager-150713095247-lva1-app6891/85/Introduction-to-Google-Tag-Manager-26-320.jpg)
![RISKS
Anyone with credentials and rights can inject harmful code
probability: very probable (marketing dept security dept)
impact: legal trouble, loss of trust, loss of users private infos, loss of business
infos
allow only one user to publish versions
"The marketing dudes will break everything! [1]
probability: it can happen
impact: injected code disturbs normal page behaviour
get tech help when doing special stuff
27](https://image.slidesharecdn.com/tagmanager-150713095247-lva1-app6891/85/Introduction-to-Google-Tag-Manager-27-320.jpg)
![REFERENCES
[1] Leo Berdu - Google Tag Manager for eCommerce
for further reading:
Simo Ahava - Google Tag Manager For Nerds
http://www.simoahava.com/
28](https://image.slidesharecdn.com/tagmanager-150713095247-lva1-app6891/85/Introduction-to-Google-Tag-Manager-28-320.jpg)
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Introduction to Google Tag Manager
- 1. GOOGLE TAG MANAGER MAGIC Steven Stadler Twitter: @joermungandr Email: steven.stadler@gmail.com @jobmensa.de
- 2. AGENDA WHAT IS TAG MANAGEMENT? WHY TAG MANAGEMENT? WHAT IS THE WORKFLOW? HOW DOES THIS MAGIC WORK? WHAT ARE THE RISKS? 2
- 3. #WTF IS TAG MANAGEMENT? [1] A fast way to add and manage tracking codes no javascript snippets have to be add anymore Leave the developers free to work on other important tasks 3
- 4. WHY TAG MANAGEMENT only page views only websites one tracking solutions a handful tags not likely to change by & for webmasters Tracking in the 90s: limited and easy page views + events sites, apps + things lots of solutions tag pollution evolution & maintenance IT, CM, BI departments . Tracking nowadays: powerful, yet complex 4
- 5. SOME BENEFITS Smart Caching Tag Blacklist Debug Console Version History 5
- 6. 6 [1]
- 7. WORKFLOW Partner delivers tag(s) Brie鍖ng Create Tag in GTM Create Variables Create Triggers Create Rules Test in debug mode PUBLISH 7
- 8. GTM JARGON tag = bits of tracking logic to inject rules = when is a tag allowed to proceed macros = interaction infos that the tag needs container = the bag of tags to inject on a website dataLayer = a common queue between capture and tracking 8
- 9. CONTAINER Big bag with lots of tags inside rule of thumb: 1 container per site 1 GTM user account can manage many containers publish changes once for all as versions preview and debug your changes before publishing them 9
- 10. 10
- 11. TAGS Bits of tracking logic to inject/instantiate on the page. you can add: ready-made tags (GA, AdWords, ) custom tags 11
- 12. 12
- 13. 13
- 14. RULES When should GTM inject the tracking code? Examples: - "on all pages" - {{url}} matches RegEx .* - {{event}} equals gtm.linkClick BEWARE: a tag with no rule attached will not 鍖re! 14
- 15. 15
- 16. 16
- 17. 17
- 18. MACROS Accessors to element/event/page information. (now variables) Provided out-of-the-box by GTM: - {{url}} - {{url hostname}} - {{url path}} - {{referrer}} - 18
- 19. 19
- 20. 20
- 21. GTM TRACKING PROCESS 1. Browser loads page with GTM <script> tag 21
- 22. GTM TRACKING PROCESS 2. GTM tag interpreted 1. creates hidden iframe for browsers that doesnt allow scripts 2. loads gtm.js: 1. your speci鍖c container (tags, rules, macros ) 2. generic GTM logic 22
- 23. GTM TRACKING PROCESS 3. GTM 鍖res up: 1. if dataLayer does not exist, it creates it 2. all tags/rules/macros are instantiated and now listening 3. gtm events thrown 23
- 24. GTM TRACKING PROCESS 4. When a DOM event happens 1. rules de鍖ne which tracker tags gets 鍖red and throws events on dataLayer 24
- 25. GTM TRACKING PROCESS 5. when any event or data gets pushed on the dataLayer 1. rules de鍖ne which tracker performs 25
- 26. 26 [1]
- 27. RISKS Anyone with credentials and rights can inject harmful code probability: very probable (marketing dept security dept) impact: legal trouble, loss of trust, loss of users private infos, loss of business infos allow only one user to publish versions "The marketing dudes will break everything! [1] probability: it can happen impact: injected code disturbs normal page behaviour get tech help when doing special stuff 27
- 28. REFERENCES [1] Leo Berdu - Google Tag Manager for eCommerce for further reading: Simo Ahava - Google Tag Manager For Nerds http://www.simoahava.com/ 28
- 29. QUESTIONS? 29