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GOOGLE TAG MANAGER
ULTIMATE CRASH COURSE
#MnSummit @mike_arnesen | upbuild.io
#MnSummit @mike_arnesen | upbuild.io
WHO AM I?
#MnSummit @mike_arnesen | upbuild.io
— @MIKE_ARNESEN
"I’M THAT GUY
YOU KNOW FROM
THE INTERNET!"
#MnSummit @mike_arnesen | upbuild.io
at UpBuild
FOUNDER/CEO

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at UpBuild
FOUNDER/CEO
#MnSummit @mike_arnesen | upbuild.io
in the
REAL WORLD
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}
)
Tag
Trigger
Variable
Variable
Sorry, purists. jQuery is way easier to look at.
#MnSummit @mike_arnesen | upbuild.io
TO JAVASCRIPT
THE CAUSE OF,
AND SOLUTION TO,
ALL OF LIFE’S PROBLEMS
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LIMITATIONS OF GTM
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SERVER-SIDE
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#MnSummit @mike_arnesen | upbuild.io
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AJAX
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function testSelector (s){
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prettyData += te[i].innerHTML
+ " (Link " + (i+1) + ")";
if (i < te.length-1) {
prettyData += ", " }
}
return prettyData;
}
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codepen.io/mike_arnesen/pen/mwMqee/
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#MnSummit @mike_arnesen | upbuild.io
Goal: Understand which clickable
elements get the most (or least) use.
Optimize accordingly.
Approach: Collect the same data, but…
TRACK CLICKS
The UpBuild Way!
#MnSummit @mike_arnesen | upbuild.io
Goal: Understand which clickable
elements get the most (or least) use.
Optimize accordingly.
Approach: Collect the same data, but…
A. in the most efficient way possible
B. with the fewest GTM tags
C. in a way that scales
TRACK CLICKS
The UpBuild Way!
#MnSummit @mike_arnesen | upbuild.io
1. Create 3 New DataLayer Variables
2. Create a Tag to Send All Event Data
3. Create a Trigger for "KPI Event"
4. Establish an HTML Tag to Manage Click
Tracking
TRACK CLICKS
The UpBuild Way!
#MnSummit @mike_arnesen | upbuild.io
1. Create 3 New DataLayer Variables
2. Create a Tag to Send All Event Data
• use {{dataLayer variables}}
3. Create a Trigger for "KPI Event"
4. Establish an HTML Tag to Manage Click
Tracking
TRACK CLICKS
The UpBuild Way!

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#MnSummit @mike_arnesen | upbuild.io
1. Create 3 New DataLayer Variables
2. Create a Tag to Send All Event Data
3. Create a Trigger for "KPI Event"
4. Establish an HTML Tag to Manage Click
Tracking
TRACK CLICKS
The UpBuild Way!
#MnSummit @mike_arnesen | upbuild.io
1. Create 3 New DataLayer Variables
2. Create a Tag to Send All Event Data
3. Create a Trigger for "KPI Event"
4. Establish an HTML Tag to Manage Click
Tracking
TRACK CLICKS
The UpBuild Way!
#MnSummit @mike_arnesen | upbuild.io
ADVANCED CLICK TRACKING
<script>
// Primary navigation
jQuery("nav > ul > li >
a").each(function(index) {
jQuery(this).click(function() {
dataLayer.push({
'event': 'KPI Event',
'eventCategory': 'Navigation',
'eventAction': 'Primary Nav Click',
'eventLabel': jQuery("nav > ul > li
> a")[index].text.toLowerCase()
});
});
});
</script>
1. Find a selector for the tracked element
2. Define your data labeling
3. Use jQuery to build dynamic event values
codepen.io/mike_arnesen/pen/OgjOXb
#MnSummit @mike_arnesen | upbuild.io
ADVANCED CLICK TRACKING
<script>
// Dropdown nav items
jQuery(".sub-menu > li >
a").each(function(index) {
jQuery(this).click(function() {
dataLayer.push({
'event': 'KPI Event',
'eventCategory': 'Navigation',
'eventAction': 'Dropdown Nav Click',
'eventLabel': jQuery(".sub-menu > li
> a")[index].text.toLowerCase()
});
});
});
</script>
4. Add a new block for each KPI group
5. Put everything within one <script> tag.
codepen.io/mike_arnesen/pen/OgjOXb

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#MnSummit @mike_arnesen | upbuild.io
Goal: Enable GA segmentation by
page attributes like author,
publication month, word count, etc.
PAGE-LEVEL CUSTOM DIMENSIONS
#MnSummit @mike_arnesen | upbuild.io
Goal: Enable GA segmentation by
page attributes like author,
publication month, word count, etc.
Approach: Use GTM variables to
harvest on-page information and
pass in back with our analytics
page view tag.
PAGE-LEVEL CUSTOM DIMENSIONS
#MnSummit @mike_arnesen | upbuild.io
1. Create a New Custom Dimension in GA
2. Create a New "DOM Element" Variable,
based on the CSS selector of attribute
3. Update your GA Settings variable to set
the Custom Dimension based on the
Variable from Step 2
PAGE-LEVEL CUSTOM DIMENSIONS
upbuild.io/blog/track-post-publish-date-custom-dimension-google-analytics/
#MnSummit @mike_arnesen | upbuild.io
1. Create a New Custom Dimension in GA
2. Create a New "DOM Element" Variable,
based on the CSS selector of attribute
3. Update your GA Settings variable to set
the Custom Dimension based on the
Variable from Step 2
PAGE-LEVEL CUSTOM DIMENSIONS
upbuild.io/blog/track-post-publish-date-custom-dimension-google-analytics/

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#MnSummit @mike_arnesen | upbuild.io
1. Create a New Custom Dimension in GA
2. Create a New "DOM Element" Variable,
based on the CSS selector of attribute
3. Update your GA Settings variable to set
the Custom Dimension based on the
Variable from Step 2
PAGE-LEVEL CUSTOM DIMENSIONS
upbuild.io/blog/track-post-publish-date-custom-dimension-google-analytics/
#MnSummit @mike_arnesen | upbuild.io
Goal: Improve SEO by delivering
structured data to Googlebot in
JSON-LD format
IMPLEMENT JSON-LD
#MnSummit @mike_arnesen | upbuild.io
Goal: Improve SEO by delivering
structured data to Googlebot in
JSON-LD format
Approach: Use GTM variables to
harvest on-page information (a lot of
it), assemble everything in a JSON-
LD template, and make available to
Google.
IMPLEMENT JSON-LD
#MnSummit @mike_arnesen | upbuild.io
1. Map out all the data points you need
2. Create a new "DOM Element" (or "Custom
JavaScript") variable for each
3. Get a JSON-LD template from schema.org
4. Replace placeholder values with
{{variables}}
5. Place within a <script> that outputs
indexable JSON-LD
IMPLEMENT JSON-LD
moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags

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#MnSummit @mike_arnesen | upbuild.io
1. Map out all the data points you need
2. Create a new "DOM Element" (or "Custom
JavaScript") variable for each
3. Get a JSON-LD template from schema.org
4. Replace placeholder values with
{{variables}}
5. Place within a <script> that outputs
indexable JSON-LD
IMPLEMENT JSON-LD
moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
#MnSummit @mike_arnesen | upbuild.io
1. Map out all the data points you need
2. Create a new "DOM Element" (or "Custom
JavaScript") variable for each
3. Get a JSON-LD template from schema.org
4. Replace placeholder values with
{{variables}}
5. Place within a <script> that outputs
indexable JSON-LD
IMPLEMENT JSON-LD
moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
#MnSummit @mike_arnesen | upbuild.io
1. Map out all the data points you need
2. Create a new "DOM Element" (or "Custom
JavaScript") variable for each
3. Get a JSON-LD template from schema.org
4. Replace placeholder values with
{{variables}}
5. Place within a <script> that outputs
indexable JSON-LD
IMPLEMENT JSON-LD
moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
#MnSummit @mike_arnesen | upbuild.io
1. Map out all the data points you need
2. Create a new "DOM Element" (or "Custom
JavaScript") variable for each
3. Get a JSON-LD template from schema.org
4. Replace placeholder values with
{{variables}}
5. Place within a <script> that outputs
indexable JSON-LD
IMPLEMENT JSON-LD
moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags

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#MnSummit @mike_arnesen | upbuild.io
1. Map out all the data points you need
2. Create a new "DOM Element" (or "Custom
JavaScript") variable for each
3. Get a JSON-LD template from schema.org
4. Replace placeholder values with
{{variables}}
5. Place within a <script> that outputs
indexable JSON-LD
IMPLEMENT JSON-LD
moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
#MnSummit @mike_arnesen | upbuild.io
6. Get rich snippets!
• Take over world.
IMPLEMENT JSON-LD
moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
#MnSummit @mike_arnesen | upbuild.io
Goal: Understand when users stop
filling out forms to improve form fill
conversion rate.
FORM ABANDONMENT
#MnSummit @mike_arnesen | upbuild.io
Goal: Understand when users stop
filling out forms to improve form fill
conversion rate.
Approach: Use GTM to deliver
JavaScript that will progressively log
interactions and, upon
abandonment, send a record to GA.
FORM ABANDONMENT

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1. Modify the sample script
2. Create a new analytics tag in GTM
3. Create three new DataLayer
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FORM ABANDONMENT
#MnSummit @mike_arnesen | upbuild.io
1. Modify the sample script
2. Create a new analytics tag in GTM
3. Create three new DataLayer
variables
FORM ABANDONMENT
#MnSummit @mike_arnesen | upbuild.io
1. Modify the sample script
2. Create a new analytics tag in GTM
3. Create three new DataLayer
variables
FORM ABANDONMENT
#MnSummit @mike_arnesen | upbuild.io
1. Modify the sample script
2. Create a new analytics tag in GTM
3. Create three new DataLayer
variables
4. Use your existing Click Tracking tag
& DataLayer variables
FORM ABANDONMENT

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1. Modify the sample script
2. Create a new analytics tag in GTM
3. Create three new DataLayer
variables
4. Use your existing Click Tracking tag
& DataLayer variables
FORM ABANDONMENT
Learn more
JavaScript!
#MnSummit @mike_arnesen | upbuild.io
FORM ABANDONMENT
<script>
var formSelector = "#wpcf7-f511-p15-o1 >
form";
var submitSelector = ".wpcf7-submit";
var formInteractions = [];
var attribute = "name";
var pagePath = window.location.pathname;
...
1. Specify your form selector
2. Specify a submit selector
3. Specify the attr you want as a label
codepen.io/mike_arnesen/pen/gRxorv
#MnSummit @mike_arnesen | upbuild.io
FORM ABANDONMENT
...
document.querySelector(formSelector).addEv
entListener("change", function(e) {
var input =
e["target"].getAttribute(attribute);
if (formInteractions[i] !== input) {
formInteractions.push(input);
}
});
... 4. This listens for changes to the form
5. Each change is stored in
"formInteractions"
codepen.io/mike_arnesen/pen/gRxorv
#MnSummit @mike_arnesen | upbuild.io
FORM ABANDONMENT
...
function pushToDataLayer(cause,
formInteractions) {
var prettyPath;
if (formInteractions == "") {
prettyPath = "Nothing set";
} else {
prettyPath = formInteractions.join(" > ");
};
dataLayer.push({
event: "KPI Event",
eventCategory: "Form Abandon Contact Us",
eventAction: prettyPath,
eventLabel: "form abandoned on " + pagePath
+ " triggered by " + cause
});
}
...
6. This lets you push all
interactions to the dataLayer
7. Change "eventCategory" to
suit your needs
codepen.io/mike_arnesen/pen/gRxorv

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#MnSummit @mike_arnesen | upbuild.io
FORM ABANDONMENT
...
jQuery(window).on('beforeunload',
function(){
pushToDataLayer("page bounce",
formInteractions);
});
...
8. Before anyone leaves, call pushToDataLayer
function (previous slide)
9. You can provide a custom "cause"
codepen.io/mike_arnesen/pen/gRxorv
#MnSummit @mike_arnesen | upbuild.io
FORM ABANDONMENT
...
jQuery("submitSelector").on("click",
function(){
jQuery(window).off('beforeunload');
});
</script>
10. On submission, remove
abandonment monitoring
codepen.io/mike_arnesen/pen/gRxorv
#MnSummit @mike_arnesen | upbuild.io
Goal: Define checkpoints in single-page
experiences (e.g., one-page checkout,
configurators, wizards, long forms) to
understand how they perform.
VIRTUAL PAGE VIEWS
#MnSummit @mike_arnesen | upbuild.io
Goal: Define checkpoints in single-page
experiences (e.g., one-page checkout,
configurators, wizards, long forms) to
understand how they perform.
Approach: Use GTM to sent page view
info to the dataLayer, fire a dedicated VPV
tag to send info to GA as pageviews, and
set up a traditional GA goal funnel for
analysis.
VIRTUAL PAGE VIEWS

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VIRTUAL PAGE VIEWS
1. Break the process into defined steps.
Decide on virtual titles & URLs
2. Set up the goal in GA
3. Create 2 new "DataLayer" variables
(pagePath & pageTitle)
4. Build new Config variable for VPVs
5. Set up a VPV Analytics Tag
6. Deploy JS that attaches handlers to the
breakpoints and pushes to the dataLayer.
#MnSummit @mike_arnesen | upbuild.io
VIRTUAL PAGE VIEWS
1. Break the process into defined steps.
Decide on virtual titles & URLs
2. Set up the goal in GA
3. Create 2 new "DataLayer" variables
(pagePath & pageTitle)
4. Build new Config variable for VPVs
5. Set up a VPV Analytics Tag
6. Deploy JS that attaches handlers to the
breakpoints and pushes to the dataLayer.
#MnSummit @mike_arnesen | upbuild.io
1. Break the process into defined steps.
Decide on virtual titles & URLs
2. Set up the goal in GA
3. Create 2 new "DataLayer" variables
(pagePath & pageTitle)
4. Build new Config variable for VPVs
5. Set up a VPV Analytics Tag
6. Deploy JS that attaches handlers to the
breakpoints and pushes to the dataLayer.
VIRTUAL PAGE VIEWS
#MnSummit @mike_arnesen | upbuild.io
1. Break the process into defined steps.
Decide on virtual titles & URLs
2. Set up the goal in GA
3. Create 2 new "DataLayer" variables
(pagePath & pageTitle)
4. Build new Config variable for VPVs
5. Set up a VPV Analytics Tag
6. Deploy JS that attaches handlers to the
breakpoints and pushes to the dataLayer.
VIRTUAL PAGE VIEWS

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1. Break the process into defined steps.
Decide on virtual titles & URLs
2. Set up the goal in GA
3. Create 2 new "DataLayer" variables
(pagePath & pageTitle)
4. Build new Config variable for VPVs
5. Set up a VPV Analytics Tag
6. Deploy JS that attaches handlers to the
breakpoints and pushes to the dataLayer.
VIRTUAL PAGE VIEWS
#MnSummit @mike_arnesen | upbuild.io
1. Break the process into defined steps.
Decide on virtual titles & URLs
2. Set up the goal in GA
3. Create 2 new "DataLayer" variables
(pagePath & pageTitle)
4. Build new Config variable for VPVs
5. Set up a VPV Analytics Tag
6. Deploy JS that attaches handlers to the
breakpoints and pushes to the dataLayer
VIRTUAL PAGE VIEWS
#MnSummit @mike_arnesen | upbuild.io
VPV TRACKING
<script>
var vpvData = [
{selector: "#serviceneed >
input[type='submit']",
title: "Create a Project Form - Step 1",
path: "/vpv/create-project/step-01/"},
{selector: "#gform_next_button_1_27",
title: "Create a Project Form - Step 2",
path: "/vpv/create-project/step-02/"},
{selector: "#gform_next_button_1_28",
title: "Create a Project Form - Step 3",
path: "/vpv/create-project/step-03/"}
];
...
1. Define three things for each virtual step
• Selector for click activation, Virtual title,
Virtual page path
codepen.io/mike_arnesen/pen/GEvgww
#MnSummit @mike_arnesen | upbuild.io
VPV TRACKING
...
function pushToDataLayer(i) {
dataLayer.push({
event: "vpv",
pageTitle: vpvData[i].title,
pagePath: vpvData[i].path
});
}

... 2. Write another pushToDataLayer function
codepen.io/mike_arnesen/pen/GEvgww

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#MnSummit @mike_arnesen | upbuild.io
VPV TRACKING
...
jQuery(vpvData[0].selector).click(function
(){
pushToDataLayer(0);
});
jQuery(vpvData[1].selector).click(function
(){
pushToDataLayer(1);
});
jQuery(vpvData[2].selector).click(function
(){
pushToDataLayer(2);
})

...
3. Do this for as many steps as you have,
starting at zero.
codepen.io/mike_arnesen/pen/GEvgww
#MnSummit @mike_arnesen | upbuild.io
Goal: Make updates to the website
without having to wait for developers
or use budget prematurely.
UPDATE YOUR WEBSITE
#MnSummit @mike_arnesen | upbuild.io
Goal: Make updates to the website
without having to wait for developers
or use budget prematurely.
Approach: Use GTM to deliver a
custom HTML tag containing site-
modifying JavaScript to update the
site as the page loads.
UPDATE YOUR WEBSITE
#MnSummit @mike_arnesen | upbuild.io
Goal: Make updates to the website
without having to wait for developers
or use budget prematurely.
Approach: Use GTM to deliver a
custom HTML tag containing site-
modifying JavaScript to update the
site as the page loads.
UPDATE YOUR WEBSITE
These changes are
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Goal: Make updates to the website
without having to wait for developers
or use budget prematurely.
Approach: Use GTM to deliver a
custom HTML tag containing site-
modifying JavaScript to update the
site as the page loads.
UPDATE YOUR WEBSITE
These changes are
indexable!*
* usually
#MnSummit @mike_arnesen | upbuild.io
Goal: Make updates to the website
without having to wait for developers
or use budget prematurely.
Approach: Use GTM to deliver a
custom HTML tag containing site-
modifying JavaScript to update the
site as the page loads.
UPDATE YOUR WEBSITE
These changes are
indexable!*
* usually ** your mileage may vary
#MnSummit @mike_arnesen | upbuild.io
Goal: Make updates to the website
without having to wait for developers
or use budget prematurely.
Approach: Use GTM to deliver a
custom HTML tag containing site-
modifying JavaScript to update the
site as the page loads.
UPDATE YOUR WEBSITE
These changes are
indexable!*
* usually ** your mileage may vary *** a lot.
#MnSummit @mike_arnesen | upbuild.io
1. Write your HTML and CSS
2. Determine where you want it on the page
& find a CSS selector for that spot
3. Remove line breaks from your new code
at http://removelinebreaks.net/
4. Deliver another <script> via a GTM HTML
tag on applicable pages
UPDATE YOUR WEBSITE

Recommended for you

#MnSummit @mike_arnesen | upbuild.io
1. Write your HTML and CSS
2. Determine where you want it on the page
& find a CSS selector for that spot
3. Remove line breaks from your new code
at http://removelinebreaks.net/
4. Deliver another <script> via a GTM HTML
tag on applicable pages
UPDATE YOUR WEBSITE
#about > .col > .vc_col-sm-6:first
#MnSummit @mike_arnesen | upbuild.io
1. Write your HTML and CSS
2. Determine where you want it on the page
& find a CSS selector for that spot
3. Remove line breaks from your new code
at http://removelinebreaks.net/
4. Deliver another <script> via a GTM HTML
tag on applicable pages
UPDATE YOUR WEBSITE
#MnSummit @mike_arnesen | upbuild.io
1. Write your HTML and CSS
2. Determine where you want it on the page
& find a CSS selector for that spot
3. Remove line breaks from your new code
at http://removelinebreaks.net/
4. Use a <script> to combine your selector
with .append() or .prepend() on
applicable pages
UPDATE YOUR WEBSITE
#MnSummit @mike_arnesen | upbuild.io
CHANGE PAGE CONTENT
jQuery(yourSelector).prepend('<h
1 id="awesomeHeading">How do we
not have an H1 yet?</h1>');
Definitely this easy. ;-)
codepen.io/mike_arnesen/pen/GEvyYX

Recommended for you

#MnSummit @mike_arnesen | upbuild.io
Goal: Bury some treasure for
those who might come looking.
Encourage them to apply within.
GEEKY RECRUITING
#MnSummit @mike_arnesen | upbuild.io
Goal: Bury some treasure for
those who might come looking.
Encourage them to apply within.
GEEKY RECRUITING
Approach: Use GTM to print out a
message in the developer console
and link to our jobs page.
#MnSummit @mike_arnesen | upbuild.io
1. Come up with your message
2. Format according to these specs
3. Test in your own console
4. Deploy as a custom tag through GTM
5. Wait for awesome applicants to come
knocking
GEEKY RECRUITING
#MnSummit @mike_arnesen | upbuild.io
1. Come up with your message
2. Format according to these specs
3. Test in your own console
4. Deploy as a custom tag through GTM
5. Wait for awesome applicants to come
knocking
GEEKY RECRUITING

Recommended for you

#MnSummit @mike_arnesen | upbuild.io
1. Come up with your message
2. Format according to these specs
3. Test in your own console
4. Deploy as a custom tag through GTM
5. Wait for awesome applicants to come
knocking
GEEKY RECRUITING
#MnSummit @mike_arnesen | upbuild.io
1. Come up with your message
2. Format according to Chrome’s specs
3. Test in your own console
4. Deploy as a custom tag through GTM
5. Wait for awesome applicants to come
knocking
GEEKY RECRUITING
#MnSummit @mike_arnesen | upbuild.io
1. Come up with your message
2. Format according to Chrome’s specs
3. Test in your own console
4. Deploy as a custom tag through GTM
5. Wait for awesome applicants to come
knocking
GEEKY RECRUITING
#MnSummit @mike_arnesen | upbuild.io
PRINT CONSOLE MESSAGES
console.info(
"%cOne of us!! n%cIt looks
like you love poking around in
the console. Us, too!…",
"color: blue; font-size:
25px;text-transform:
uppercase;",
"color: green; font-size:
12px;"
);
codepen.io/mike_arnesen/pen/owepqe

Recommended for you

PARTING THOUGHTS
AS WE WRAP UP
#MnSummit @mike_arnesen | upbuild.io
#MnSummit @mike_arnesen | upbuild.io
TACKLE ANY GTM CHALLENGE
1. Define the goal first
2. Determine where in GA you want
data to go
3. Establish a data-labeling convention
4. Understand the available
components & functions
5. Test, fail, learn, repeat
6. Learn more JavaScript
#MnSummit @mike_arnesen | upbuild.io
TROUBLESHOOT
ANYTHING IN GTM
1. Use preview mode liberally
2. Run your code in the dev tools console
3. Is the tag firing too soon or too late?
4. Read blog posts and comment with questions
5. When all else fails, StackOverflow
#MnSummit @mike_arnesen | upbuild.io
QUICK TIPS & TOOLS
1. Cmd + Click to follow links without leaving the
page
2. Use GTM Injector to access preview mode
without having a container live on the site
3. Use GTM Sonar to see how/if clicks & forms
register
4. Scroll Depth Tracking by Parsnip.co
5. YouTube Tracking on Cardinal Path

Recommended for you

#MnSummit @mike_arnesen | upbuild.io
DIG DEEPER
1. Google Tag Manager Fundamentals
2. Simo Ahava’s Blog
3. UpBuild’s Blog
4. MeasureSchool on YouTube
#MnSummit @mike_arnesen | upbuild.io
THANK YOU!
GET THIS DECK: BIT.LY/GTM-CRASH-COURSE
READ OUR BLOG: UPBUILD.IO/BLOG
FOLLOW ME: @MIKE_ARNESEN | MIKEARNESEN.COM

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Google Tag Manager: Ultimate Crash Course - 2017 MnSearch Summit

  • 1. GOOGLE TAG MANAGER ULTIMATE CRASH COURSE #MnSummit @mike_arnesen | upbuild.io
  • 2. #MnSummit @mike_arnesen | upbuild.io WHO AM I?
  • 3. #MnSummit @mike_arnesen | upbuild.io — @MIKE_ARNESEN "I’M THAT GUY YOU KNOW FROM THE INTERNET!"
  • 4. #MnSummit @mike_arnesen | upbuild.io at UpBuild FOUNDER/CEO
  • 5. #MnSummit @mike_arnesen | upbuild.io at UpBuild FOUNDER/CEO
  • 6. #MnSummit @mike_arnesen | upbuild.io in the REAL WORLD MASSIVE GEEK
  • 7. #MnSummit @mike_arnesen | upbuild.io GET THIS DECK BIT.LY/GTM-CRASH-COURSE
  • 8. CRASH COURSE! THIS WILL BE A #MnSummit @mike_arnesen | upbuild.io
  • 9. #MnSummit @mike_arnesen | upbuild.io THIS IS A CRASH COURSE IF YOU WANT A BETTER UNDERSTANDING OF THE FUNDAMENTALS, YOU'RE IN THE RIGHT PLACE.
  • 10. #MnSummit @mike_arnesen | upbuild.io THIS IS A CRASH COURSE IF YOU ALREADY KNOW GTM AND WANT TO LEARN ADVANCED TACTICS, YOU'RE ALSO IN THE RIGHT PLACE.
  • 11. #MnSummit @mike_arnesen | upbuild.io THIS IS A CRASH COURSE IF YOU'RE HOPING TO LEARN HOW TO DO THINGS YOU DIDN'T EVEN KNOW YOU COULD DO, YOU'RE IN THE RIGHT PLACE!
  • 12. #MnSummit @mike_arnesen | upbuild.io I WANT YOU TO GET TAKEAWAYS
  • 13. #MnSummit @mike_arnesen | upbuild.io TAG MANAGEMENT? WHAT IS TAG MANAGEMENT?
  • 14. #MnSummit @mike_arnesen | upbuild.io TAG MANAGER: A SOLUTION FOR MANAGING WEBSITE TAGS THROUGH A CENTRAL INTERFACE DECOUPLED FROM THE SOURCE CODE OF THE WEBSITE.   * TECHNICAL DEFINITION
  • 15. #MnSummit @mike_arnesen | upbuild.io TAG MANAGER: A WAY TO ADD CODE TO YOUR THING WITHOUT CHANGING YOUR THING. * SIMPLIFIED DEFINITION
  • 16. YOUR PORTAL INTO THE SOURCE CODE! #MnSummit @mike_arnesen | upbuild.io
  • 17. #MnSummit @mike_arnesen | upbuild.io A WARP ZONE TO SKIP THE HARD PARTS!
  • 18. THE ULTIMATE HACK TO OVERRIDE THE SYSTEM! #MnSummit @mike_arnesen | upbuild.io
  • 20. #MnSummit @mike_arnesen | upbuild.io BY THE POWER 
 OF GTM ADD, CHANGE, OR REMOVE TAGS What
  • 21. #MnSummit @mike_arnesen | upbuild.io tagmanager.google.com BY THE POWER 
 OF GTM IN A WEB INTERFACE Where
  • 22. #MnSummit @mike_arnesen | upbuild.io BY THE POWER 
 OF GTM USING A SMALL SNIPPET OF JAVASCRIPT CODE How
  • 23. #MnSummit @mike_arnesen | upbuild.io BY THE POWER 
 OF GTM BECAUSE IT SOLVES ALL OUR PROBLEMS! Why?
  • 24. #MnSummit @mike_arnesen | upbuild.io PROBLEMS? WHAT PROBLEMS?
  • 25. #MnSummit @mike_arnesen | upbuild.io – Marketing Manager “We love that idea, 
 but realistically it's not going to happen until next quarter. 
 We've run out of development budget."
  • 26. #MnSummit @mike_arnesen | upbuild.io – Business Owner “I know you checked last week, 
 but our outsourced dev thinks the semantic markup implementation 
 is right this time. Can you check?"
  • 27. #MnSummit @mike_arnesen | upbuild.io –Director of Marketing “Our new homepage went live 
 this morning and we noticed that analytics stopped working. 
 How hard is that to fix?"
  • 28. #MnSummit @mike_arnesen | upbuild.io – Marketing Strategist “We need to have this new pop-up asking for donations on our site by the end of the week. 
 I don't think it's going to happen, but do you have any ideas?"
  • 29. #MnSummit @mike_arnesen | upbuild.io – Marketers “Why is everything on fire?"
  • 30. #MnSummit @mike_arnesen | upbuild.io – Marketers “Why is everything on fire?"
  • 31. #MnSummit @mike_arnesen | upbuild.io THE DECK CAN SEEM LIKE IT’S STACKED AGAINST US
  • 32. #MnSummit @mike_arnesen | upbuild.io THE DECK CAN SEEM LIKE IT’S STACKED AGAINST US WHY MUST LIFE BE SO HARD?!
  • 33. #MnSummit @mike_arnesen | upbuild.io THE DECK CAN SEEM LIKE IT’S STACKED AGAINST US WHY MUST I FAIL AT EVERY ATTEMPT AT MARKETING?!
  • 34. #MnSummit @mike_arnesen | upbuild.io GOOGLE TAG MANAGER SOLVES ALL OUR PROBLEMS!*
  • 35. #MnSummit @mike_arnesen | upbuild.io GOOGLE TAG MANAGER SOLVES ALL OUR PROBLEMS!* * Well, a lot of things
  • 36. #MnSummit @mike_arnesen | upbuild.io GOOGLE TAG MANAGER SOLVES ALL OUR PROBLEMS!* * Well, a lot of things ** Your mileage may vary
  • 37. #MnSummit @mike_arnesen | upbuild.io — All of us, I hope "But how?!"
  • 38. BASIC COMPONENTS OF GTM #MnSummit @mike_arnesen | upbuild.io Tags Triggers Variables
  • 39. #MnSummit @mike_arnesen | upbuild.io TAGS THE WORKERS, THE MOVERS & SHAKERS, THE STARS OF THE SHOW
  • 40. #MnSummit @mike_arnesen | upbuild.io TAGS Common Tags • UA Page View — Page View • UA Event Tracking — Events • AdWords — Conversion Tracking • Facebook Pixel — Custom HTML • LinkedIn — Insights • DoubleClick — Floodlight Counter
  • 41. #MnSummit @mike_arnesen | upbuild.io TRIGGERS EVERY TAG NEEDS A TRIGGER
  • 42. #MnSummit @mike_arnesen | upbuild.io TRIGGERS Common Triggers • All Pages — on Page View • All Pages — on Window Loaded • Some Pages — Matching Certain Paths • Link Clicks — Matching Certain Attributes • Form Submission — Matching Certain Forms • Custom Event — DataLayer Events
  • 43. #MnSummit @mike_arnesen | upbuild.io VARIABLES ANY DATA SUBJECT TO CHANGE. MOST TRIGGERS LEVERAGE SOME TYPE OF VARIABLE.
  • 44. #MnSummit @mike_arnesen | upbuild.io VARIABLES Common Variables • Page Path, URL , & Hostname — Built-Ins • Google Analytics Tracking ID — Constant • Click Classes & Click IDs — Built-In • Click Element — For CSS Selection • Form ID — Built-In • GA Settings — Settings Configuration
  • 45. BY THE POWER OF JAVASCRIPT #MnSummit @mike_arnesen | upbuild.io
  • 46. GOOGLE TAG MANAGER IS AN ABSTRACTION OF JAVASCRIPT #MnSummit @mike_arnesen | upbuild.io
  • 47. #MnSummit @mike_arnesen | upbuild.io FROM GTM INTERFACE Tag Trigger Variable
  • 48. #MnSummit @mike_arnesen | upbuild.io TO JAVASCRIPT CODE $(document).ready( function() { ga('create', 'UA-XXXXX-Y', 'auto'); ga('send','pageview',
 location.pathname); } ) Tag Trigger Variable Variable
  • 49. #MnSummit @mike_arnesen | upbuild.io TO JAVASCRIPT CODE $(document).ready( function() { ga('create', 'UA-XXXXX-Y', 'auto'); ga('send','pageview',
 location.pathname); } ) Tag Trigger Variable Variable Sorry, purists. jQuery is way easier to look at.
  • 50. #MnSummit @mike_arnesen | upbuild.io TO JAVASCRIPT THE CAUSE OF, AND SOLUTION TO, ALL OF LIFE’S PROBLEMS
  • 51. #MnSummit @mike_arnesen | upbuild.io LIMITATIONS OF GTM IT’S A CLIENT-SIDE APPLICATION
  • 52. #MnSummit @mike_arnesen | upbuild.io SERVER-SIDE RUNS ON A SERVER BEFORE IT GETS TO THE BROWSER
  • 53. #MnSummit @mike_arnesen | upbuild.io CLIENT-SIDE RUNS IN A USER’S BROWSER AFTER INITIAL DELIVERY
  • 54. #MnSummit @mike_arnesen | upbuild.io AJAX Asynchronous JavaScript and XML
  • 55. #MnSummit @mike_arnesen | upbuild.io AJAX Asynchronous JavaScript and XML JSON!
  • 56. ENTER, 
 THE DATALAYER #MnSummit @mike_arnesen | upbuild.io
  • 57. #MnSummit @mike_arnesen | upbuild.io DATALAYER MAKE IMPORTANT DATA AVAILABLE TO YOUR CLIENT-SIDE APPLICATION Server Client DataLayer
  • 58. #MnSummit @mike_arnesen | upbuild.io DATALAYER SLIDE THINGS THROUGH TO THE OTHER SIDE OF THE BULLETPROOF GLASS Server Client DataLayer
  • 59. #MnSummit @mike_arnesen | upbuild.io GET THE DATA OUT OF THERE! BECAUSE BEING TRAPPED ON THE WRONG SIDE OF THE GLASS SUCKS
  • 60. #MnSummit @mike_arnesen | upbuild.io Client THE DATALAYER IS VERSATILE IT CAN BE USED TO PASS DATA FROM THE SERVER THROUGH TO THE CLIENT ServerDataLayer
  • 61. #MnSummit @mike_arnesen | upbuild.io Client THE DATALAYER IS VERSATILE OR PUSH CLIENT-SIDE DATA INTO AN EASY- TO-ACCESS POCKET ServerDataLayer
  • 62. #MnSummit @mike_arnesen | upbuild.io DATALAYER BASICS <script>   dataLayer = []; </script> Goes ABOVE your GTM snippet!
  • 63. #MnSummit @mike_arnesen | upbuild.io DATALAYER BASICS <script>   dataLayer = [{     'userType': 'registered',     'lifetimeValue': 108.00,   }]; </script> Pass through data from your server
  • 64. #MnSummit @mike_arnesen | upbuild.io DATALAYER BASICS <script>   dataLayer = [{     'userType': 'registered',     'lifetimeValue': 108.00,   }]; </script>
  • 65. #MnSummit @mike_arnesen | upbuild.io DATALAYER BASICS <script>   dataLayer = [{     'userType': 'registered',     'lifetimeValue': 108.00,   }]; </script>
  • 66. #MnSummit @mike_arnesen | upbuild.io ADVANCED DATALAYER <script>   dataLayer.push({   'event': 'KPI Event',   'eventCategory': 'nav click',   'eventAction': 'about us' });   </script> Pass in your own data
  • 67. #MnSummit @mike_arnesen | upbuild.io HOW TO USE GTM LIKE A PRO IMPRESS YOUR COWORKERS
  • 68. #MnSummit @mike_arnesen | upbuild.io HOW TO USE GTM LIKE A PRO IMPRESS YOUR COWORKERS IMPRESS YOUR FRIENDS
  • 69. #MnSummit @mike_arnesen | upbuild.io HOW TO USE GTM LIKE A PRO IMPRESS YOUR COWORKERS IMPRESS YOUR FRIENDS IMPRESS YOUR SIGNIFICANT OTHER
  • 70. #MnSummit @mike_arnesen | upbuild.io MY BEST 
 GTM PRO TIPS
  • 71. #MnSummit @mike_arnesen | upbuild.io MY BEST GTM PRO TIPS 1. Track Clicks, the basic way 2. Track Clicks, the UpBuild way 3. Page-Level Custom Dimensions 4. Implement JSON-LD, at scale 5. Analyze Form Abandonment 6. VPVs for Single-Page Experiences 7. Make Website Changes, without developers 8. Recruiting Technical Talent, bonus!
  • 72. #MnSummit @mike_arnesen | upbuild.io MY BEST GTM PRO TIPS 1. Track Clicks, the basic way 2. Track Clicks, the UpBuild way 3. Page-Level Custom Dimensions 4. Implement JSON-LD, at scale 5. Analyze Form Abandonment 6. VPVs for Single-Page Experiences 7. Make Website Changes, without developers 8. Recruiting Technical Talent, bonus!
  • 73. #MnSummit @mike_arnesen | upbuild.io MY BEST GTM PRO TIPS 1. Track Clicks, the basic way 2. Track Clicks, the UpBuild way 3. Page-Level Custom Dimensions 4. Implement JSON-LD, at scale 5. Analyze Form Abandonment 6. VPVs for Single-Page Experiences 7. Make Website Changes, without developers 8. Recruiting Technical Talent, bonus!
  • 74. #MnSummit @mike_arnesen | upbuild.io MY BEST GTM PRO TIPS 1. Track Clicks, the basic way 2. Track Clicks, the UpBuild way 3. Page-Level Custom Dimensions 4. Implement JSON-LD, at scale 5. Analyze Form Abandonment 6. VPVs for Single-Page Experiences 7. Make Website Changes, without developers 8. Recruiting Technical Talent, bonus!
  • 75. #MnSummit @mike_arnesen | upbuild.io MY BEST GTM PRO TIPS 1. Track Clicks, the basic way 2. Track Clicks, the UpBuild way 3. Page-Level Custom Dimensions 4. Implement JSON-LD, at scale 5. Analyze Form Abandonment 6. VPVs for Single-Page Experiences 7. Make Website Changes, without developers 8. Recruiting Technical Talent, bonus!
  • 76. #MnSummit @mike_arnesen | upbuild.io MY BEST GTM PRO TIPS 1. Track Clicks, the basic way 2. Track Clicks, the UpBuild way 3. Page-Level Custom Dimensions 4. Implement JSON-LD, at scale 5. Analyze Form Abandonment 6. VPVs for Single-Page Experiences 7. Make Website Changes, without developers 8. Recruiting Technical Talent, bonus!
  • 77. #MnSummit @mike_arnesen | upbuild.io MY BEST GTM PRO TIPS 1. Track Clicks, the basic way 2. Track Clicks, the UpBuild way 3. Page-Level Custom Dimensions 4. Implement JSON-LD, at scale 5. Analyze Form Abandonment 6. VPVs for Single-Page Experiences 7. Make Website Changes, without developers 8. Recruiting Technical Talent, bonus!
  • 78. #MnSummit @mike_arnesen | upbuild.io MY BEST GTM PRO TIPS 1. Track Clicks, the basic way 2. Track Clicks, the UpBuild way 3. Page-Level Custom Dimensions 4. Implement JSON-LD, at scale 5. Analyze Form Abandonment 6. VPVs for Single-Page Experiences 7. Make Website Changes, without developers 8. Recruiting Technical Talent, bonus!
  • 79. #MnSummit @mike_arnesen | upbuild.io Goal: Understand which clickable elements get the most (or least) use. Optimize accordingly. TRACK CLICKS
  • 80. #MnSummit @mike_arnesen | upbuild.io Goal: Understand which clickable elements get the most (or least) use. Optimize accordingly. Approach: Tell GTM to listen for clicks on the elements we care about and then send readable data to Google Analytics. TRACK CLICKS
  • 81. #MnSummit @mike_arnesen | upbuild.io TRACK CLICKS 1. Enable built-In Variables 2. Create new GA (Universal) Tag 3. Create new Trigger 4. Preview (Test), Submit, & Publish
  • 82. #MnSummit @mike_arnesen | upbuild.io TRACK CLICKS 1. Enable built-In Variables 2. Create new GA (Universal) Tag 3. Create new Trigger 4. Preview (Test), Submit, & Publish
  • 83. #MnSummit @mike_arnesen | upbuild.io TRACK CLICKS 1. Enable built-In Variables 2. Create new GA (Universal) Tag 3. Create new Trigger 4. Preview (Test), Submit, & Publish
  • 84. #MnSummit @mike_arnesen | upbuild.io TRACK CLICKS 1. Enable built-In Variables 2. Create new GA (Universal) Tag 3. Create new Trigger 4. Preview (Test), Submit, & Publish nav > ul > li > a
  • 85. #MnSummit @mike_arnesen | upbuild.io 1. Enable built-In Variables 2. Create new GA (Universal) Tag 3. Create new Trigger 4. Preview (Test), Submit, & Publish TRACK CLICKS
  • 86. #MnSummit @mike_arnesen | upbuild.io QUICK TESTING FOR SELECTORS function testSelector (s){ var te = document.querySelectorAll(s), prettyData = "Includes: "; for (var i = 0; i < te.length; i++) { prettyData += te[i].innerHTML + " (Link " + (i+1) + ")"; if (i < te.length-1) { prettyData += ", " } } return prettyData; } 1. Ctrl + Shift + J / Cmd + Option + J in Chrome 2. Copy + Paste 3. type: testSelector('your css'); codepen.io/mike_arnesen/pen/mwMqee/
  • 87. #MnSummit @mike_arnesen | upbuild.io QUICK TESTING FOR SELECTORS
  • 88. #MnSummit @mike_arnesen | upbuild.io Goal: Understand which clickable elements get the most (or least) use. Optimize accordingly. TRACK CLICKS The UpBuild Way!
  • 89. #MnSummit @mike_arnesen | upbuild.io Goal: Understand which clickable elements get the most (or least) use. Optimize accordingly. Approach: Collect the same data, but… TRACK CLICKS The UpBuild Way!
  • 90. #MnSummit @mike_arnesen | upbuild.io Goal: Understand which clickable elements get the most (or least) use. Optimize accordingly. Approach: Collect the same data, but… A. in the most efficient way possible B. with the fewest GTM tags C. in a way that scales TRACK CLICKS The UpBuild Way!
  • 91. #MnSummit @mike_arnesen | upbuild.io 1. Create 3 New DataLayer Variables 2. Create a Tag to Send All Event Data 3. Create a Trigger for "KPI Event" 4. Establish an HTML Tag to Manage Click Tracking TRACK CLICKS The UpBuild Way!
  • 92. #MnSummit @mike_arnesen | upbuild.io 1. Create 3 New DataLayer Variables 2. Create a Tag to Send All Event Data • use {{dataLayer variables}} 3. Create a Trigger for "KPI Event" 4. Establish an HTML Tag to Manage Click Tracking TRACK CLICKS The UpBuild Way!
  • 93. #MnSummit @mike_arnesen | upbuild.io 1. Create 3 New DataLayer Variables 2. Create a Tag to Send All Event Data 3. Create a Trigger for "KPI Event" 4. Establish an HTML Tag to Manage Click Tracking TRACK CLICKS The UpBuild Way!
  • 94. #MnSummit @mike_arnesen | upbuild.io 1. Create 3 New DataLayer Variables 2. Create a Tag to Send All Event Data 3. Create a Trigger for "KPI Event" 4. Establish an HTML Tag to Manage Click Tracking TRACK CLICKS The UpBuild Way!
  • 95. #MnSummit @mike_arnesen | upbuild.io ADVANCED CLICK TRACKING <script> // Primary navigation jQuery("nav > ul > li > a").each(function(index) { jQuery(this).click(function() { dataLayer.push({ 'event': 'KPI Event', 'eventCategory': 'Navigation', 'eventAction': 'Primary Nav Click', 'eventLabel': jQuery("nav > ul > li > a")[index].text.toLowerCase() }); }); }); </script> 1. Find a selector for the tracked element 2. Define your data labeling 3. Use jQuery to build dynamic event values codepen.io/mike_arnesen/pen/OgjOXb
  • 96. #MnSummit @mike_arnesen | upbuild.io ADVANCED CLICK TRACKING <script> // Dropdown nav items jQuery(".sub-menu > li > a").each(function(index) { jQuery(this).click(function() { dataLayer.push({ 'event': 'KPI Event', 'eventCategory': 'Navigation', 'eventAction': 'Dropdown Nav Click', 'eventLabel': jQuery(".sub-menu > li > a")[index].text.toLowerCase() }); }); }); </script> 4. Add a new block for each KPI group 5. Put everything within one <script> tag. codepen.io/mike_arnesen/pen/OgjOXb
  • 97. #MnSummit @mike_arnesen | upbuild.io Goal: Enable GA segmentation by page attributes like author, publication month, word count, etc. PAGE-LEVEL CUSTOM DIMENSIONS
  • 98. #MnSummit @mike_arnesen | upbuild.io Goal: Enable GA segmentation by page attributes like author, publication month, word count, etc. Approach: Use GTM variables to harvest on-page information and pass in back with our analytics page view tag. PAGE-LEVEL CUSTOM DIMENSIONS
  • 99. #MnSummit @mike_arnesen | upbuild.io 1. Create a New Custom Dimension in GA 2. Create a New "DOM Element" Variable, based on the CSS selector of attribute 3. Update your GA Settings variable to set the Custom Dimension based on the Variable from Step 2 PAGE-LEVEL CUSTOM DIMENSIONS upbuild.io/blog/track-post-publish-date-custom-dimension-google-analytics/
  • 100. #MnSummit @mike_arnesen | upbuild.io 1. Create a New Custom Dimension in GA 2. Create a New "DOM Element" Variable, based on the CSS selector of attribute 3. Update your GA Settings variable to set the Custom Dimension based on the Variable from Step 2 PAGE-LEVEL CUSTOM DIMENSIONS upbuild.io/blog/track-post-publish-date-custom-dimension-google-analytics/
  • 101. #MnSummit @mike_arnesen | upbuild.io 1. Create a New Custom Dimension in GA 2. Create a New "DOM Element" Variable, based on the CSS selector of attribute 3. Update your GA Settings variable to set the Custom Dimension based on the Variable from Step 2 PAGE-LEVEL CUSTOM DIMENSIONS upbuild.io/blog/track-post-publish-date-custom-dimension-google-analytics/
  • 102. #MnSummit @mike_arnesen | upbuild.io Goal: Improve SEO by delivering structured data to Googlebot in JSON-LD format IMPLEMENT JSON-LD
  • 103. #MnSummit @mike_arnesen | upbuild.io Goal: Improve SEO by delivering structured data to Googlebot in JSON-LD format Approach: Use GTM variables to harvest on-page information (a lot of it), assemble everything in a JSON- LD template, and make available to Google. IMPLEMENT JSON-LD
  • 104. #MnSummit @mike_arnesen | upbuild.io 1. Map out all the data points you need 2. Create a new "DOM Element" (or "Custom JavaScript") variable for each 3. Get a JSON-LD template from schema.org 4. Replace placeholder values with {{variables}} 5. Place within a <script> that outputs indexable JSON-LD IMPLEMENT JSON-LD moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
  • 105. #MnSummit @mike_arnesen | upbuild.io 1. Map out all the data points you need 2. Create a new "DOM Element" (or "Custom JavaScript") variable for each 3. Get a JSON-LD template from schema.org 4. Replace placeholder values with {{variables}} 5. Place within a <script> that outputs indexable JSON-LD IMPLEMENT JSON-LD moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
  • 106. #MnSummit @mike_arnesen | upbuild.io 1. Map out all the data points you need 2. Create a new "DOM Element" (or "Custom JavaScript") variable for each 3. Get a JSON-LD template from schema.org 4. Replace placeholder values with {{variables}} 5. Place within a <script> that outputs indexable JSON-LD IMPLEMENT JSON-LD moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
  • 107. #MnSummit @mike_arnesen | upbuild.io 1. Map out all the data points you need 2. Create a new "DOM Element" (or "Custom JavaScript") variable for each 3. Get a JSON-LD template from schema.org 4. Replace placeholder values with {{variables}} 5. Place within a <script> that outputs indexable JSON-LD IMPLEMENT JSON-LD moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
  • 108. #MnSummit @mike_arnesen | upbuild.io 1. Map out all the data points you need 2. Create a new "DOM Element" (or "Custom JavaScript") variable for each 3. Get a JSON-LD template from schema.org 4. Replace placeholder values with {{variables}} 5. Place within a <script> that outputs indexable JSON-LD IMPLEMENT JSON-LD moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
  • 109. #MnSummit @mike_arnesen | upbuild.io 1. Map out all the data points you need 2. Create a new "DOM Element" (or "Custom JavaScript") variable for each 3. Get a JSON-LD template from schema.org 4. Replace placeholder values with {{variables}} 5. Place within a <script> that outputs indexable JSON-LD IMPLEMENT JSON-LD moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
  • 110. #MnSummit @mike_arnesen | upbuild.io 6. Get rich snippets! • Take over world. IMPLEMENT JSON-LD moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
  • 111. #MnSummit @mike_arnesen | upbuild.io Goal: Understand when users stop filling out forms to improve form fill conversion rate. FORM ABANDONMENT
  • 112. #MnSummit @mike_arnesen | upbuild.io Goal: Understand when users stop filling out forms to improve form fill conversion rate. Approach: Use GTM to deliver JavaScript that will progressively log interactions and, upon abandonment, send a record to GA. FORM ABANDONMENT
  • 113. #MnSummit @mike_arnesen | upbuild.io 1. Modify the sample script 2. Create a new analytics tag in GTM 3. Create three new DataLayer variables FORM ABANDONMENT
  • 114. #MnSummit @mike_arnesen | upbuild.io 1. Modify the sample script 2. Create a new analytics tag in GTM 3. Create three new DataLayer variables FORM ABANDONMENT
  • 115. #MnSummit @mike_arnesen | upbuild.io 1. Modify the sample script 2. Create a new analytics tag in GTM 3. Create three new DataLayer variables FORM ABANDONMENT
  • 116. #MnSummit @mike_arnesen | upbuild.io 1. Modify the sample script 2. Create a new analytics tag in GTM 3. Create three new DataLayer variables 4. Use your existing Click Tracking tag & DataLayer variables FORM ABANDONMENT
  • 117. #MnSummit @mike_arnesen | upbuild.io 1. Modify the sample script 2. Create a new analytics tag in GTM 3. Create three new DataLayer variables 4. Use your existing Click Tracking tag & DataLayer variables FORM ABANDONMENT Learn more JavaScript!
  • 118. #MnSummit @mike_arnesen | upbuild.io FORM ABANDONMENT <script> var formSelector = "#wpcf7-f511-p15-o1 > form"; var submitSelector = ".wpcf7-submit"; var formInteractions = []; var attribute = "name"; var pagePath = window.location.pathname; ... 1. Specify your form selector 2. Specify a submit selector 3. Specify the attr you want as a label codepen.io/mike_arnesen/pen/gRxorv
  • 119. #MnSummit @mike_arnesen | upbuild.io FORM ABANDONMENT ... document.querySelector(formSelector).addEv entListener("change", function(e) { var input = e["target"].getAttribute(attribute); if (formInteractions[i] !== input) { formInteractions.push(input); } }); ... 4. This listens for changes to the form 5. Each change is stored in "formInteractions" codepen.io/mike_arnesen/pen/gRxorv
  • 120. #MnSummit @mike_arnesen | upbuild.io FORM ABANDONMENT ... function pushToDataLayer(cause, formInteractions) { var prettyPath; if (formInteractions == "") { prettyPath = "Nothing set"; } else { prettyPath = formInteractions.join(" > "); }; dataLayer.push({ event: "KPI Event", eventCategory: "Form Abandon Contact Us", eventAction: prettyPath, eventLabel: "form abandoned on " + pagePath + " triggered by " + cause }); } ... 6. This lets you push all interactions to the dataLayer 7. Change "eventCategory" to suit your needs codepen.io/mike_arnesen/pen/gRxorv
  • 121. #MnSummit @mike_arnesen | upbuild.io FORM ABANDONMENT ... jQuery(window).on('beforeunload', function(){ pushToDataLayer("page bounce", formInteractions); }); ... 8. Before anyone leaves, call pushToDataLayer function (previous slide) 9. You can provide a custom "cause" codepen.io/mike_arnesen/pen/gRxorv
  • 122. #MnSummit @mike_arnesen | upbuild.io FORM ABANDONMENT ... jQuery("submitSelector").on("click", function(){ jQuery(window).off('beforeunload'); }); </script> 10. On submission, remove abandonment monitoring codepen.io/mike_arnesen/pen/gRxorv
  • 123. #MnSummit @mike_arnesen | upbuild.io Goal: Define checkpoints in single-page experiences (e.g., one-page checkout, configurators, wizards, long forms) to understand how they perform. VIRTUAL PAGE VIEWS
  • 124. #MnSummit @mike_arnesen | upbuild.io Goal: Define checkpoints in single-page experiences (e.g., one-page checkout, configurators, wizards, long forms) to understand how they perform. Approach: Use GTM to sent page view info to the dataLayer, fire a dedicated VPV tag to send info to GA as pageviews, and set up a traditional GA goal funnel for analysis. VIRTUAL PAGE VIEWS
  • 125. #MnSummit @mike_arnesen | upbuild.io VIRTUAL PAGE VIEWS 1. Break the process into defined steps. Decide on virtual titles & URLs 2. Set up the goal in GA 3. Create 2 new "DataLayer" variables (pagePath & pageTitle) 4. Build new Config variable for VPVs 5. Set up a VPV Analytics Tag 6. Deploy JS that attaches handlers to the breakpoints and pushes to the dataLayer.
  • 126. #MnSummit @mike_arnesen | upbuild.io VIRTUAL PAGE VIEWS 1. Break the process into defined steps. Decide on virtual titles & URLs 2. Set up the goal in GA 3. Create 2 new "DataLayer" variables (pagePath & pageTitle) 4. Build new Config variable for VPVs 5. Set up a VPV Analytics Tag 6. Deploy JS that attaches handlers to the breakpoints and pushes to the dataLayer.
  • 127. #MnSummit @mike_arnesen | upbuild.io 1. Break the process into defined steps. Decide on virtual titles & URLs 2. Set up the goal in GA 3. Create 2 new "DataLayer" variables (pagePath & pageTitle) 4. Build new Config variable for VPVs 5. Set up a VPV Analytics Tag 6. Deploy JS that attaches handlers to the breakpoints and pushes to the dataLayer. VIRTUAL PAGE VIEWS
  • 128. #MnSummit @mike_arnesen | upbuild.io 1. Break the process into defined steps. Decide on virtual titles & URLs 2. Set up the goal in GA 3. Create 2 new "DataLayer" variables (pagePath & pageTitle) 4. Build new Config variable for VPVs 5. Set up a VPV Analytics Tag 6. Deploy JS that attaches handlers to the breakpoints and pushes to the dataLayer. VIRTUAL PAGE VIEWS
  • 129. #MnSummit @mike_arnesen | upbuild.io 1. Break the process into defined steps. Decide on virtual titles & URLs 2. Set up the goal in GA 3. Create 2 new "DataLayer" variables (pagePath & pageTitle) 4. Build new Config variable for VPVs 5. Set up a VPV Analytics Tag 6. Deploy JS that attaches handlers to the breakpoints and pushes to the dataLayer. VIRTUAL PAGE VIEWS
  • 130. #MnSummit @mike_arnesen | upbuild.io 1. Break the process into defined steps. Decide on virtual titles & URLs 2. Set up the goal in GA 3. Create 2 new "DataLayer" variables (pagePath & pageTitle) 4. Build new Config variable for VPVs 5. Set up a VPV Analytics Tag 6. Deploy JS that attaches handlers to the breakpoints and pushes to the dataLayer VIRTUAL PAGE VIEWS
  • 131. #MnSummit @mike_arnesen | upbuild.io VPV TRACKING <script> var vpvData = [ {selector: "#serviceneed > input[type='submit']", title: "Create a Project Form - Step 1", path: "/vpv/create-project/step-01/"}, {selector: "#gform_next_button_1_27", title: "Create a Project Form - Step 2", path: "/vpv/create-project/step-02/"}, {selector: "#gform_next_button_1_28", title: "Create a Project Form - Step 3", path: "/vpv/create-project/step-03/"} ]; ... 1. Define three things for each virtual step • Selector for click activation, Virtual title, Virtual page path codepen.io/mike_arnesen/pen/GEvgww
  • 132. #MnSummit @mike_arnesen | upbuild.io VPV TRACKING ... function pushToDataLayer(i) { dataLayer.push({ event: "vpv", pageTitle: vpvData[i].title, pagePath: vpvData[i].path }); }
 ... 2. Write another pushToDataLayer function codepen.io/mike_arnesen/pen/GEvgww
  • 133. #MnSummit @mike_arnesen | upbuild.io VPV TRACKING ... jQuery(vpvData[0].selector).click(function (){ pushToDataLayer(0); }); jQuery(vpvData[1].selector).click(function (){ pushToDataLayer(1); }); jQuery(vpvData[2].selector).click(function (){ pushToDataLayer(2); })
 ... 3. Do this for as many steps as you have, starting at zero. codepen.io/mike_arnesen/pen/GEvgww
  • 134. #MnSummit @mike_arnesen | upbuild.io Goal: Make updates to the website without having to wait for developers or use budget prematurely. UPDATE YOUR WEBSITE
  • 135. #MnSummit @mike_arnesen | upbuild.io Goal: Make updates to the website without having to wait for developers or use budget prematurely. Approach: Use GTM to deliver a custom HTML tag containing site- modifying JavaScript to update the site as the page loads. UPDATE YOUR WEBSITE
  • 136. #MnSummit @mike_arnesen | upbuild.io Goal: Make updates to the website without having to wait for developers or use budget prematurely. Approach: Use GTM to deliver a custom HTML tag containing site- modifying JavaScript to update the site as the page loads. UPDATE YOUR WEBSITE These changes are indexable!*
  • 137. #MnSummit @mike_arnesen | upbuild.io Goal: Make updates to the website without having to wait for developers or use budget prematurely. Approach: Use GTM to deliver a custom HTML tag containing site- modifying JavaScript to update the site as the page loads. UPDATE YOUR WEBSITE These changes are indexable!* * usually
  • 138. #MnSummit @mike_arnesen | upbuild.io Goal: Make updates to the website without having to wait for developers or use budget prematurely. Approach: Use GTM to deliver a custom HTML tag containing site- modifying JavaScript to update the site as the page loads. UPDATE YOUR WEBSITE These changes are indexable!* * usually ** your mileage may vary
  • 139. #MnSummit @mike_arnesen | upbuild.io Goal: Make updates to the website without having to wait for developers or use budget prematurely. Approach: Use GTM to deliver a custom HTML tag containing site- modifying JavaScript to update the site as the page loads. UPDATE YOUR WEBSITE These changes are indexable!* * usually ** your mileage may vary *** a lot.
  • 140. #MnSummit @mike_arnesen | upbuild.io 1. Write your HTML and CSS 2. Determine where you want it on the page & find a CSS selector for that spot 3. Remove line breaks from your new code at http://removelinebreaks.net/ 4. Deliver another <script> via a GTM HTML tag on applicable pages UPDATE YOUR WEBSITE
  • 141. #MnSummit @mike_arnesen | upbuild.io 1. Write your HTML and CSS 2. Determine where you want it on the page & find a CSS selector for that spot 3. Remove line breaks from your new code at http://removelinebreaks.net/ 4. Deliver another <script> via a GTM HTML tag on applicable pages UPDATE YOUR WEBSITE #about > .col > .vc_col-sm-6:first
  • 142. #MnSummit @mike_arnesen | upbuild.io 1. Write your HTML and CSS 2. Determine where you want it on the page & find a CSS selector for that spot 3. Remove line breaks from your new code at http://removelinebreaks.net/ 4. Deliver another <script> via a GTM HTML tag on applicable pages UPDATE YOUR WEBSITE
  • 143. #MnSummit @mike_arnesen | upbuild.io 1. Write your HTML and CSS 2. Determine where you want it on the page & find a CSS selector for that spot 3. Remove line breaks from your new code at http://removelinebreaks.net/ 4. Use a <script> to combine your selector with .append() or .prepend() on applicable pages UPDATE YOUR WEBSITE
  • 144. #MnSummit @mike_arnesen | upbuild.io CHANGE PAGE CONTENT jQuery(yourSelector).prepend('<h 1 id="awesomeHeading">How do we not have an H1 yet?</h1>'); Definitely this easy. ;-) codepen.io/mike_arnesen/pen/GEvyYX
  • 145. #MnSummit @mike_arnesen | upbuild.io Goal: Bury some treasure for those who might come looking. Encourage them to apply within. GEEKY RECRUITING
  • 146. #MnSummit @mike_arnesen | upbuild.io Goal: Bury some treasure for those who might come looking. Encourage them to apply within. GEEKY RECRUITING Approach: Use GTM to print out a message in the developer console and link to our jobs page.
  • 147. #MnSummit @mike_arnesen | upbuild.io 1. Come up with your message 2. Format according to these specs 3. Test in your own console 4. Deploy as a custom tag through GTM 5. Wait for awesome applicants to come knocking GEEKY RECRUITING
  • 148. #MnSummit @mike_arnesen | upbuild.io 1. Come up with your message 2. Format according to these specs 3. Test in your own console 4. Deploy as a custom tag through GTM 5. Wait for awesome applicants to come knocking GEEKY RECRUITING
  • 149. #MnSummit @mike_arnesen | upbuild.io 1. Come up with your message 2. Format according to these specs 3. Test in your own console 4. Deploy as a custom tag through GTM 5. Wait for awesome applicants to come knocking GEEKY RECRUITING
  • 150. #MnSummit @mike_arnesen | upbuild.io 1. Come up with your message 2. Format according to Chrome’s specs 3. Test in your own console 4. Deploy as a custom tag through GTM 5. Wait for awesome applicants to come knocking GEEKY RECRUITING
  • 151. #MnSummit @mike_arnesen | upbuild.io 1. Come up with your message 2. Format according to Chrome’s specs 3. Test in your own console 4. Deploy as a custom tag through GTM 5. Wait for awesome applicants to come knocking GEEKY RECRUITING
  • 152. #MnSummit @mike_arnesen | upbuild.io PRINT CONSOLE MESSAGES console.info( "%cOne of us!! n%cIt looks like you love poking around in the console. Us, too!…", "color: blue; font-size: 25px;text-transform: uppercase;", "color: green; font-size: 12px;" ); codepen.io/mike_arnesen/pen/owepqe
  • 153. PARTING THOUGHTS AS WE WRAP UP #MnSummit @mike_arnesen | upbuild.io
  • 154. #MnSummit @mike_arnesen | upbuild.io TACKLE ANY GTM CHALLENGE 1. Define the goal first 2. Determine where in GA you want data to go 3. Establish a data-labeling convention 4. Understand the available components & functions 5. Test, fail, learn, repeat 6. Learn more JavaScript
  • 155. #MnSummit @mike_arnesen | upbuild.io TROUBLESHOOT ANYTHING IN GTM 1. Use preview mode liberally 2. Run your code in the dev tools console 3. Is the tag firing too soon or too late? 4. Read blog posts and comment with questions 5. When all else fails, StackOverflow
  • 156. #MnSummit @mike_arnesen | upbuild.io QUICK TIPS & TOOLS 1. Cmd + Click to follow links without leaving the page 2. Use GTM Injector to access preview mode without having a container live on the site 3. Use GTM Sonar to see how/if clicks & forms register 4. Scroll Depth Tracking by Parsnip.co 5. YouTube Tracking on Cardinal Path
  • 157. #MnSummit @mike_arnesen | upbuild.io DIG DEEPER 1. Google Tag Manager Fundamentals 2. Simo Ahava’s Blog 3. UpBuild’s Blog 4. MeasureSchool on YouTube
  • 158. #MnSummit @mike_arnesen | upbuild.io THANK YOU! GET THIS DECK: BIT.LY/GTM-CRASH-COURSE READ OUR BLOG: UPBUILD.IO/BLOG FOLLOW ME: @MIKE_ARNESEN | MIKEARNESEN.COM