google tag manager - measure twice, cut once
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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
Why Google Tag Manager?
Built-in Syntax & Error Checking
Agency Friendly via Multi-Account
Support and User Permissions
Tag Templates = Seamless Integration
with Dozens of 3rd Party Vendors
Why Google Tag Manager?
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
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
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
Deliverable Agreement/Campaign
Tracking Requirements
Tracking requirements are a direct output of a
measurement model/plan.
Deliverable Agreement/Campaign
Why questionsMeasurement
ModelTracking
RequirementsGTM
ImplementationAnalysis
Container
Snippet to Dev
Data Collection
Plan
GTM allows decoupling from
development cycles.
Building MNSearch Measurement Model
Deliverable Agreement/Campaign
• 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
Deliverable Agreement/Campaign
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.
Tags.
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”
Tags.
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 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.
Custom Dimensions.
Custom Dimensions.
Track Everything Important To
you!
Enrich SERPs via Markup.
Enrich SERPs via Markup.
SiteLinks Search
Enrich SERPs via Markup.
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
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