If you’ve already created a Google Tag Manager account and felt completely lost, you’re not alone. The sheer number of options and difficult, unfamiliar terminology is usually what stops people dead in their tracks from ever trying to learn the tool. However, this isn’t the decision you want to make, whether you’re a developer or a marketer.
Google Tag Manager is a highly convenient tool that allows you to manage all the tags you put on your website, or add event tracking and ecommerce tracking. I specifically like to use it for tracking important clicks on a website or adding tags without wanting to change any source code.
With Tag Manager, you can markup incredibly large websites with tracking code relatively fast. Using Google Analytics’ live overview shot, we can confirm the tracking is working in no time at all. When a company uses multiple tags it has the potential to slow down a website – but with Tag Manager that’s not a problem. Tag Manager also eliminates the confusion of trying to capture different website elements or variables and store that data in Google Analytics. Lastly, it can protect your domain from malicious software with its tag blacklist feature.
Developers will probably feel most comfortable navigating around the Tag Manager environment. There are rules that govern the firing of tags, and the expressions used to implement these rules are similar to those used for managing your code.
But if you’re a marketer, Google Tag Manager training will provide the most value. The point is to work around the devs so your turn around time on important marketing actions is far less. Whether you need to track a form submission, install AdWords conversion tracking or some 3rd party marketing software, Google Tag Manager empowers you to make it all happen on your own.
Example Questions From Previous Tag Manager Training
As more people have worked with me to schedule Google Tag Manager training, I’ve noticed a trend or commonality in their pain points.
Outbound link tracking
“Submit” buttons on Contact Request Forms
Ecommerce tracking
The website is running too slow because of too many tags
Tracking video plays in Google Analytics
How to track multiple buttons on dozens of pages (you can’t imagine the time Tag Manager can save you)
Sound familiar? Only an experienced trainer can be sure to solve these issues for you. Each website is different and each trigger you make or variable you need to add could come with bugs. It helps greatly to have a Tag Manager expert who has been around the block a few times and knows how to troubleshoot these issues during the training if they happen to arise.
Google Tag Manager Training Plus Implementation
Let’s say you have a choice between hands-on, custom training with a person who has a serious marketing background, or a cookie-cutter online class. Aside from some of the obvious reasons, here’s a few to go with onsite, personalized instruction:
Content & curriculum built to fit your company and website’s needs
A custom agenda crafted by you and me prior to the training
The kicker – actual implementation of your tags during the training
My style of tag manager training means you’ll kill two birds with one stone. Not only will you get the reps in so that you feel comfortable using Tag Manager on your own, but we’ll solve your biggest tagging needs during the training.
Part of the custom outline will include all the links, buttons, marketing tags, conversion tracking etc. that your website is lacking.
Learning the Ins & Outs of Google Tag Manager
Data layers. Conditions. Variables. Triggers. What does it all mean exactly? Reviewing these terms will help provide you a base level understanding of why you’re able to pass data, fire tags and track other important actions with GTM.
Data Layers: A JavaScript object that lets you manage what data you pass to GTM or other 3rd party tools. For example, if someone views red clothing on your website, you can setup your data layer to capture that information before your Tag Manager code is deployed. You can define different data on your website and use it later when you setup triggers and tags within GTM.
Variables & Triggers: These are what control how & when your tags will fire. Triggers will fire when an event or page load occurs. These triggers will attach to tags, instructing them when to deploy. Variables can be things like button id’s, URLs or random numbers.
Conditions: These are rules for your triggers. An example is provided below. The key to tagging dozens or hundreds of buttons & pages at once is being a pro at understanding conditions.
On top of these terms, there are also a list of rules – or options for rules – built into GTM that make it possible to implement mass tagging all at once. For example, let’s say you have a customized buy button for each part of your ecommerce store. The t-shirts button is different than the pants button, which is different than the shoes button. Tag Manager lets you specify a rule based on what words or expressions are contained in the URL. So for example, in the screenshot below, I’ve designated a rule that applies to a button click trigger. The rule states that as long as the URL contains /t-shirts, the trigger should apply and the event data or tag should fire.
The specificity and no-limit Google Tag Manager allows for rules means you can follow the same setup formula over and over, but fire tags for entire sections of your website.
Google Tag Manager Training for Passing Custom Dimensions, Custom JavaScript and Advanced Data
Earlier on this page I mentioned the “Data Layer.” One of the unique benefits the data layer offers is the ability to gather just about any information from a web page or visitor, and make it accessible for Tags and Triggers in Google Tag Manager.
Therefore, you can create custom elements, dimensions and more, and with the help of GTM, send them to your Google Analytics account or other data tools.
The screenshot below (via Google) is an example of what type of information a book publishing company might want to gather from their users. By implementing a data layer that works site wide, they’ve taken the first step toward bringing it to their marketing team in a usable way.
As you can see, they’re looking to better track the page category and authors that signed in visitors view, or potentially fire certain tags when these conditions are met.
How Can a Google Tag Manager Expert Help You?
Contact me to discuss your tagging needs and receive a project or training quote. The Tag Manager tool is highly effective and efficient, helping save you time and money down the road. The following are some of the many items on your website you’ll be able to track with Google Tag Manager upon completion of our training:
Video plays and pauses
Form submissions
PDF downloads
Link clicks
Phone number clicks
App installations
Email subscribe buttons
Much, much more
Schedule A Session to Discuss Your Tag Manager Needs
