Google Tag Manager - Measure Twice, Cut Once

MnSearch Snippets #17

“Measure Twice, Cut Once.”

January 28th, 2015

Google Tag Manager

Kristin Ziegler

Director of Solutions Services

Three Deep Marketing

Derrick Shields

Interactive Solutions Architect

Three Deep Marketing

Board of Directors – Minnesota Interactive Marketing Association

Agenda

GTM Intro

Measurement Model Overview

GTM Anatomy

Examples

50+ Active GTM Implementations

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!

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


Built-in Syntax & Error Checking

Agency Friendly via Multi-Account

Support and User Permissions

Tag Templates = Seamless Integration

with Dozens of 3rd Party Vendors


Easy To Learn (But Steep Learning Curve)

New Features Released Frequently

It’s Free!

How Does it Work?

Setup Account

Setup Account

MnSearch

Setup Container

www.mnsearch.org

Copy Container Snippet

Install Container Snippet

After<body>

Tag!

Verify Installation

GTM Containers

Measurement Plan Blueprint

One Code Snippet

1:1 Website/Container Ratio

Containers are Published & Versioned

Measurement Model

DIGITAL SUCCESS

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.”AvinashKaushikOccam’s Razor

Digital Marketing and Measurement Model

http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

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?

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.

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.

Measurement Model“The question becomes not

all the things that we can

measure, but rather what

are the right things to

measure.”

Dave WoodbeckThree Deep Marketing Blog

What a Mathematician and Philosopher from 1657 can Teach us about Digital Measurement Models

http://www.threedeepmarketing.com/blog/mathematician-philosopher-1657-can-teach-us-digital-measurement-models/

How do we get there?

The model is meant to work with an entire marketing program, or

single campaign.

Set Targets

Priority AudiencesPriority

Content/MessagesResults by Channel

Priority Actions/Behaviors

Define / Map KPIs to Objectives

Review Examples

Identify Business Objectives and Define Goals for Each

Why questions / Brainstorm

Review ListPrioritize / Keep Kill

Combine

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


Tracking Requirements

Tracking requirements are a direct output of a

measurement model/plan.


Why questionsMeasurement

ModelTracking

RequirementsGTM

ImplementationAnalysis

Container

Snippet to Dev

Data Collection

Plan

GTM allows decoupling from

development cycles.

Building MNSearch Measurement Model


• 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.

MNSearch [unfinished] Measurement Model


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

TRIGGERS

TAGS

VARIABLES

GTM Anatomy

CONTAINER

Tags, Variablesand Triggersall work together within a Container.

VARIABLES

TAGS

TRIGGERS

GTM Tags

Tags “Do Stuff”

• Event Tracking• Executing Analytics Scripts• Conversion Tracking• Remarketing Codes• Execute Custom HTML or JavaScript• Etc.

GTM Triggers

Triggers tell Tags whento “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”

GTM Variables

Variables return Values to Tags and TriggersThey 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…

Variables.

Implementation

Examples.

Dashboard.

Creating Tags.

Creating Triggers.

Creating Filters.

If “thankyou” is in the URL, fire this

Tag.Name Triggers

For Re-Use!

Built-in Variables.

Must be Enabled before use!

Custom Variables.

Configuring Variables.

Implementation

Cool Stuff.

Real World Examples

Lookup Tables Form Tracking Custom Dimensions

Pre-populate Forms Manipulate SERPS

Lookup Tables.

Lookup Tables Will Make Your

Live Easier!

Get Geographical Information.

Save Geo Information In a

Cookie For Future Reference!

Pre-populate Forms

Increase Conversion

Rates!

Custom Dimensions.

Custom Dimensions.

Track Everything Important To

you!

Enrich SERPs via Markup.


SiteLinks Search


EventsEasily Increase Search Engine

Visibility!

Implementation

Implementation.

Don’t Be Her.

Measure First.

Then Measure Again.

Ensure you’ve identified all objectives.

Get Stakeholder Approval.

Then Implement.

Marketing Developers

Reporting & Measurement Requirements = Functional Requirements.

Deployment Best Practices

Establish a Workflow

Enforce Unique User Accounts

Remember to Annotate!

GA & GTM Annotation

Questions?

That’s It!

Necessary Tools & Resources

These are helpful

• Google Tag Assistant

• Google Analytics Debugger

• Edit This Cookie

• Form Filler

Google Tag Manager - Measure Twice, Cut Once

Education

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