FIENEN’S TOTALLY TOPICAL, TERRIFIC TUTORIAL TO TAG MANAGER

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PreludeWhy on earth should we trust anything you’re about

to tell us?0

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¡DONDE ESTA EL BAÑO!I am Fienen

I have a beard.I’m going to take you to church on Google Tag Manager.

You can find me at @fienen(or all the places via http://about.me/michaelfienen)

“A presentation!

Listen, the sound of Fienen They pay attention

Seriously ThoughWhy are we here? Like, here, in this room, right now. 1

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DAREDEVILS

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SMARTER

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NOT HARDER

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22.6%That’s how many of you told me you’re using Tag Manager. Why do

the rest of you insist on making your lives harder?

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<19%That’s how many you you who HAVE used it consider yourself at

least average with it. Let’s fix that, shall we?

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What is Tag Manager?It’s Google’s next step in its plan for global

domination, duh.2

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“Describe what it is in one, easy

sentence. (helpful when explaining to HIPPOs)

(And SO many variations on this question.)

OKAY

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It’s a free tool that makes it easy for marketers to add and update website

tags - including conversion tracking, site analytics, remarketing, and more -

with just a few clicks, and without needing to edit your website code.

CLINICAL

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TAG MANAGERA tool that lets you do stuff on your site without having to write a ton of stupid code every time,

because that’s stupid.

IT’S A TOOL THAT’SMORE THAN ANALYTICS.

ONE MORE PIECE TO THE SUITE OF GOOGLE’S DATA TOOLS

SO, JUST WHO IS TAG MANAGER FOR?

Marketers Developers(mostly)

DEVELOPERS

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Less CodeMany includes, interactions, and behaviors can be created in a simpler interface rather than having to edit and deploy code for every little request.

IT MAKES DEVELOPERS’ LIVES EASIER IN TWO WAYS

DelegateIf you’re ready for it, you can enable marketers to take over a lot of analytics and remarketing initiatives without eating up developer time.

100%The number of you that said you’re using 3rd party JavaScript on

your websites.

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The Quick Start RulesHere’s how to get rolling really fast so you can get

yourself into some easy trouble.3

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THREE STEPS THAT EXPLAIN NOTHING

install snippet set up tags you’re a wizard, harry

A PLUS B EQUALS C

VariablesSome are built in, like a page’s path. Some you can define. Some… well, you can get pretty crazy.

TriggersWhen things should happen. Usually based on a variable, or can be simpler, like just a single page URL.

TagsThis is the thing that happens based on a trigger. Usually firing some kind of JavaScript.

Built-In Variables

A Variable That’s Not Really Variable But Is A Variable

“five hundred websites analytics on them all

holy f*#&ing s%&#

A More Complex Version of the Same Variable

The Wonderful Thing About Triggers, Is Triggers Are Wonderful Things

“Can you explain the differences of

Fire On and what works best in most cases?

A Trigger By Any Other Type Would Fire As Well

Tag, You’re It

Closing the Circle

SIMPLE!

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In PracticeDamn it feels good to be a gangsta. 4

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“What can I track with it, and why

should I do so?

YES

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EVENT TRACKING

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ANYONE REMEMBER .eduGuru?THIS TOPIC WAS SUPER POPULAR.

INTERACTIONS

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NON-LIVE DEMO!Yeah, okay, I know I said Tag Manager isn’t just an analytics tool. But let’s face it, this is an easy

place to start.

Getting AdvancedAKA things I’m gonna tell you about but not actually

show you how to do, because the clock’s ticking here.

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“How might Tag Manager be more useful than just reading analytics,

both on a broad, site-wide scale, or focused on specific sub-sites?

TESTING

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VERSIONING

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SOME POWERFUL WAYS TO USE TAG MANAGER

Data Layer

This is how GTM talks to your page. You can talk to it too. Use it to be a Tag Manager Whisperer.

Form Abandonment

Something hard becomes easier with a bit of JavaScript in Tag Manager. Know where people leave forms.

Environments

Test different container versions in different places before you go live with them like a friggin’ boss.

3rd Party Tags

GTM natively supports a bunch of pre-configured tags from other companies like LinkedIn, CrazyEgg, Salesforce, and more.

Scroll Depth

A couple tags and some JavaScript and suddenly you can see how far down any page people scroll, automagically, site-wide.

Variables

There’s so much more to variables than just constants and lookup tables. SO MUCH.

Go Learn MoreWhat, you expected to become an expert in this in

just 45 minutes?6

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“What should I read first to become

knowledgeable about Tag Manager before your presentation?

TOO LATE

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ANALYTICS ACADEMYhttps://analyticsacademy.withgoogle.com/course/5

(Google is good, Google is wise)

LunaMetricshttp://www.lunametrics.com/blog/category/google-tag-manager/

SIMO AHAVAhttp://www.simoahava.com/tag/google-tag-manager/

@SimoAhava

A PROMISE

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¡LO SIENTO!Any questions?

You can find me at@fienen / fienen@gmail.com

http://bit.ly/heweb16-aim3 - http://about.me/michaelfienen

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CREDITS

Special thanks to all the people who made and released these awesome resources for free:◉ Presentation template by SlidesCarnival