digital analytics with the google tag manager (gtm)

Digital Analytics with the

Google Tag Manager

Analytics Summit, Google Switzerland

Jonas Wendler, Project Manager Analytics

Monday, 25th of January 2016

Case

(•‿•)

Case

1. E-Commerce Client

2. Substantial Marketing Budget

3. Specific Controlling Requirements

4. Limited IT Resources

How?

¯\_(ツ)_/¯

Without Google Tag Manager

Code

Code

Code

Code

Code

Code

Facebook

Marketing

IT / Web

Agency

N

M

With Google Tag Manager

Facebook

Marketing

IT / Web

Agency1

N

Code

In Action. Different Marketing Tags with 1 Code.

Characteristics of the Google Tag Manager

– Reduced costs due to reduced complexity

– Faster implementation & more flexible

– Fewer sources of error & better testing

– Cross-domain tracking support

– Automatic tracking of downloads,

external links, buttons etc.

What? (Use Case)

Conversion Tracking > Automatic Tracking

Automatic Tracking

Event � Goal

Remarketing > Get the Attention of the Right Segment

Different Users /

Customers

with different intent

Buy

Inform

Contact

User

Interaction

User Segments

List A : Specific Interest

List C : Checkout Process

List D : Transaction

Cross-Device Tracking > UserId

HomeWork

Login > Get UserId

Login >

Remember

Enhanced E-Commerce > Understand the Shopper

User (Buy) Get Data Understand Customer

Cross-Domain Tracking > Way Easier.

With GTMWithout GTM

Hard-coded. Every time. Easier to change.

SEO > Yes, SEO (Markups / Schema)

Output (SERPs)

Code (Input)

Cool, but… why?

¯\_(ツ)_/¯

Why? How did it help the client?

1. Lengthy Release Cycles (1-2 Months) � immediate

– Faster Insights for Marketing & Management

– Agile Process

– Goal-oriented spending of Marketing Budget

2. Economies of Scale

But. (Not Another Funnel)

General Interest

Specific Interest

First Interaction

First Step in Conversion

ConversionConversion

Channels (Acquisition)

Website / Page Visit

Page Visit + Minutes Spent + Scroll Depth

� Remarketing List A

Interaction / Event (e.g. Accordion Click, Map Click) + Scroll

� Remarketing List B

Checkout Process / First Form Step

� Remarketing List C

Form Completion / Transaction

� Remarketing List D (Loyalty)

./.

./.

./.

./.

“If you don’t know where you’re going,

any road will take you there.”

- George Harrison / Lewis Carroll, Alice in Wonderland

Thanks.

jwendler@yourposition.ch