Deconstructing What is Google Tag Manager

This is the first installment of a 3 part mini-series that reviews 3 keys steps in the Google Tag Manager implementation process. These pieces will be reviewing Tag Manger for a lead generation site. Going through click tags, form tags, and general tags when it gets progressively harder.

Video 1: Deconstructing what is Google Tag Manager?

Video 2: Walking through click to call, form submission, and implementation strategy.

Video 3: Troubleshooting a difficult tag that won’t fire or register a hit.

Variables Tabs

Google Tag Manager Variable Tab

Select all these buttons and turn them on.

Variables: Can be constants that can hold, modify, and change various inputs.

The Variables tab is the most important section inside of the dashboard. These built in variables will eliminate the noise regarding what is Google Tag Manager when thoroughly understood.Pages & Event are the only set that are enabled by default.

Make sure to click all the checkboxes under Clicks and Forms to allow you to "select" these built in features when constructing your very first Tag. There's a whole range of custom presents that should be considered and here's a couple we need to utilize the best entry-level feature of all: Event Tracking.

gaProperty

Google Tag Manager Analytics Variable

Create a custom variable containing your very own Google Analytics tracking ID. This variable allows you to store it as a constant without having to enter it every time.

URL Destination

Google Tag Manager URL Destination

Filter that will display the full URL when constructed into a Tag. This variable will be used to help construct event tracking and will report on what URL these events occur on.

Creating Your First Tag

Creating Your First Event Tracking Tag

  1. Label it
  2. Google Analytics by Default - there’s a lot of built in goodies
  3. Universal Analytics is by default
  4. Handle bars {{ will automatically generate the variable you’ve entered
  5. Display Features - future proof your tags
  6. Default is Page View

It's important to select the Event from the dropdown menu to build a correct event tracking tag.

When reviewing what is Google Tag Manager - you'll see it's a simple builder that take user action to do this or that. If you're interested in implementing your first tag, you'll have to learn about installing google tag manager in this post.

The difference with the selected "event" tag are the all too familiar event tracking fields appear.

Category, Action, Label - This is for event tracking. It's best to consider a type of naming convention to keep these separated and organized. The final piece is the {{URL Destination}} which will always be placed inside of Label field and when a global action (such as a footer link) is clicked; the position of the user will be recorded where they're on the site. Sorting links by which page generates the most actions is a handy report to evaluate engagement performance.

Take your event tracking template and turn it into a custom report in this tutorial. Acting on event tracking information will allow for detailed analysis that garner useful insights.

Michael Zima

Full-service digital freelancer working from his pocket. Specializing in Google Analytics Reports, Google Analytics Coaching, and Teaching Google Analytics. Contact me to get started.

Palma De Mallorca http://www.tyfoon.io

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