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Tag Management Systems

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Jacobsons Direct Marketing Services LLC.
Jacobsons Direct Marketing Services LLC.

This document provides an introduction to tag management systems and Google Tag Manager. It discusses what tags are and how they capture data, challenges of managing many tags without a tag management system. It then explains how tag management systems work, comparing the process before and after using a TMS. Finally, it does a deep dive into Google Tag Manager, covering its structure, hierarchy, deploying and managing tags, understanding data layers, and account management.

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TAG MANAGEMENT SYSTEMS: INTRODUCTION TO GOOGLE TAG MANAGER
 What are tags?  How is the data captured using a tag?  Challenges faced without a tag management system? What are Tags?  How does a Tag Management system work?  Process changes before & after TMS  TMS Solution Providers What is a Tag Management System  GTM Structure  GTM Hierarchy  Deploying Tags in GTM  Managing Triggers  Understanding Data Layers Deep dive into Google Tag Manager Agenda & flow of Discussion
1. User Tracking 2. Evaluate & track Campaigns 3. Customer Segments WEB TRACKING 4. Creating Customer PERSONA 5. Predictive Modelling Marketing Agility Quick & Easy Dependable Data This is a site where customers can plan travel & book airline tickets and hotel accommodations. Meet Homer Simpson  Who successfully runs his website & the data coming from it!
Well, it wasn’t a smooth ride!! We will understand the challenges he faced & how Tag Management System helped him to manage his website & data coming out of it!
What is a Tag? Tags are the medium used to facilitate the collection and sharing of data between your website and the various technologies that rely upon this data (e.g. analytics platforms, marketing vendors). What is a Tag?? Where are all these Tags? Tags are incorporated into the HTML/JavaScript code, and delivered to a web browser or app when a web page loads. What can Tags Do? • Instruct web browsers to collect user behaviour data; • Set cookies & collect anonymous data stored in cookies such as Profile ID or targeting criteria; • Extend audiences between multiple websites; • Integrate third-party content into a website (e.g. social media widgets, video players, ads, etc.). • Everything from ad campaigns to Google Analytics runs on tags.
How is the data captured using a Tag? Great Outdoors Server Space 1. Web browser requests web page from website’s servers 2. Website servers send page content & 3rd party tag code to browser 3. Browser executes tag code and collects data 3rd Party Data Collection Server 4. Tag Code instructs browser to send data to data collection server 5. Data collection web server sends cookie data in its response, browser stores cookie based on user preferences
To manage Tags on his website, Homer faced many Operational & Implementation challenges ! Implementatio n: Managing 100’s of Third party tags on the site Privacy Issues: Inability to monitor data collection of hundreds of tags jeopardizing website privacy? Performance: Every new tag added introduces latency and degrade the customer experience Data Loss: Sometimes tags fail to fire. For every failed tag, data is not collected and revenue opportunities may be lost. High Dependence Dependence on IT for deployment of tags
Enter Tag Management!! Simplification, Agility, Speed of tag deployment redefined!  With Tag Management System, we no longer have to add tags manually to a website.  It allows users to manage the tags present on the website without modifying the source code.  We can use tag management systems to create Analytics, AdWords, or any third-party tags, and specify when they should fire.  This simplifies and speeds up the process of tag deployment, and can really streamline tag loading for faster website performance.  Reduces complexity of tagging content & tag malfunctions tag deployment
Before & After Tag Management Systems Before Tag Management Systems: • All site tags had to be implemented in the source code • Each script has to be determined ahead of time on which pages it will go & where it will be fired • Managing all this can extremely difficult & time consuming After Tag Management Systems: • TMS puts a single snippet of JavaScript that is generic across all pages. • JavaScript acts as a container that houses all other scripts & tags that the system decides to inject into the page
Tag Management Solution Partners
Overview: Google Tag Manager Structure Account Container 1 Container 2 Tags Google Tag Manager replaces multiple Tags with a single Container tag and afterwards arrange and “fire” individual tags as appropriate based on business rules Now which scripts and tags get loaded isn't decided back when the code is published to the website, but in real time when the user loads the page on the browser. This is a much cleaner structure, and also gives you enormous flexibility in terms of what to load and under what circumstances and conditions you will fire the various tags.
Understanding GTM Hierarchy Tags Triggers CONTAINER Each Tag Manager account has at least one container. A container includes the tags and “triggers” that determine when those tags should fire or collect data. For example, a container may include a tag that communicates when users have made a purchase with a trigger that instructs the tag not to fire until a thank-you page comes up and a transaction is complete. Triggers are made up of variables, operators, and values.
Deploying Tags in GTM Create an Account & Container Create & Deploy the Tag Test the Tag It is primarily a 3 step procedure:
Understanding Data Layers Where does the data need to get to & from where? Data Layer
Understanding Data Layers What is a Data layer: A data layer is a JavaScript array which is used to store information and send information to the Google Tag Manager container. What is a Variable? Variable is a location in the computer memory which is used for storing data. However a variable can store only one value at a time. If you want a variable to store more than one value at a time, then you need to use a special variable called ‘array‘. An array at one point of time can store more than 1 value & those values could be of different data types ( String, Numeric, Boolean etc).
Directly from website source code Using Data Layer to collect Preferred way? Using Data Layers With Data Layers, we do not create fragile dependencies on a web page’s source code. The structure of the HTML can change anytime without the user’s knowledge & as a result, any tag can stop working any time, without any prior notice. Why do we need a Data Layer?
What are data layer variables? Following is an example of data layer which contains no variable: Following is an example of data layer which contains 3 variables: Here, Page-Category, Visitor-type and event are data layer variables. ‘Statisitcs’,‘High-Value’and‘customizeCart’are the values of PageCategory, visitorType and event data layer variables.
Account Management in GTM Typically, we need one Tag Manager account/company But, if you manage website tracking for several companies, you can connect multiple Tag Manager accounts to a single user’s Google account.
Thank you!

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Tag Management Systems

  • 1. TAG MANAGEMENT SYSTEMS: INTRODUCTION TO GOOGLE TAG MANAGER
  • 2.  What are tags?  How is the data captured using a tag?  Challenges faced without a tag management system? What are Tags?  How does a Tag Management system work?  Process changes before & after TMS  TMS Solution Providers What is a Tag Management System  GTM Structure  GTM Hierarchy  Deploying Tags in GTM  Managing Triggers  Understanding Data Layers Deep dive into Google Tag Manager Agenda & flow of Discussion
  • 3. 1. User Tracking 2. Evaluate & track Campaigns 3. Customer Segments WEB TRACKING 4. Creating Customer PERSONA 5. Predictive Modelling Marketing Agility Quick & Easy Dependable Data This is a site where customers can plan travel & book airline tickets and hotel accommodations. Meet Homer Simpson  Who successfully runs his website & the data coming from it!
  • 4. Well, it wasn’t a smooth ride!! We will understand the challenges he faced & how Tag Management System helped him to manage his website & data coming out of it!
  • 5. What is a Tag? Tags are the medium used to facilitate the collection and sharing of data between your website and the various technologies that rely upon this data (e.g. analytics platforms, marketing vendors). What is a Tag?? Where are all these Tags? Tags are incorporated into the HTML/JavaScript code, and delivered to a web browser or app when a web page loads. What can Tags Do? • Instruct web browsers to collect user behaviour data; • Set cookies & collect anonymous data stored in cookies such as Profile ID or targeting criteria; • Extend audiences between multiple websites; • Integrate third-party content into a website (e.g. social media widgets, video players, ads, etc.). • Everything from ad campaigns to Google Analytics runs on tags.
  • 6. How is the data captured using a Tag? Great Outdoors Server Space 1. Web browser requests web page from website’s servers 2. Website servers send page content & 3rd party tag code to browser 3. Browser executes tag code and collects data 3rd Party Data Collection Server 4. Tag Code instructs browser to send data to data collection server 5. Data collection web server sends cookie data in its response, browser stores cookie based on user preferences
  • 7. To manage Tags on his website, Homer faced many Operational & Implementation challenges ! Implementatio n: Managing 100’s of Third party tags on the site Privacy Issues: Inability to monitor data collection of hundreds of tags jeopardizing website privacy? Performance: Every new tag added introduces latency and degrade the customer experience Data Loss: Sometimes tags fail to fire. For every failed tag, data is not collected and revenue opportunities may be lost. High Dependence Dependence on IT for deployment of tags
  • 8. Enter Tag Management!! Simplification, Agility, Speed of tag deployment redefined!  With Tag Management System, we no longer have to add tags manually to a website.  It allows users to manage the tags present on the website without modifying the source code.  We can use tag management systems to create Analytics, AdWords, or any third-party tags, and specify when they should fire.  This simplifies and speeds up the process of tag deployment, and can really streamline tag loading for faster website performance.  Reduces complexity of tagging content & tag malfunctions tag deployment
  • 9. Before & After Tag Management Systems Before Tag Management Systems: • All site tags had to be implemented in the source code • Each script has to be determined ahead of time on which pages it will go & where it will be fired • Managing all this can extremely difficult & time consuming After Tag Management Systems: • TMS puts a single snippet of JavaScript that is generic across all pages. • JavaScript acts as a container that houses all other scripts & tags that the system decides to inject into the page
  • 11. Overview: Google Tag Manager Structure Account Container 1 Container 2 Tags Google Tag Manager replaces multiple Tags with a single Container tag and afterwards arrange and “fire” individual tags as appropriate based on business rules Now which scripts and tags get loaded isn't decided back when the code is published to the website, but in real time when the user loads the page on the browser. This is a much cleaner structure, and also gives you enormous flexibility in terms of what to load and under what circumstances and conditions you will fire the various tags.
  • 12. Understanding GTM Hierarchy Tags Triggers CONTAINER Each Tag Manager account has at least one container. A container includes the tags and “triggers” that determine when those tags should fire or collect data. For example, a container may include a tag that communicates when users have made a purchase with a trigger that instructs the tag not to fire until a thank-you page comes up and a transaction is complete. Triggers are made up of variables, operators, and values.
  • 13. Deploying Tags in GTM Create an Account & Container Create & Deploy the Tag Test the Tag It is primarily a 3 step procedure:
  • 14. Understanding Data Layers Where does the data need to get to & from where? Data Layer
  • 15. Understanding Data Layers What is a Data layer: A data layer is a JavaScript array which is used to store information and send information to the Google Tag Manager container. What is a Variable? Variable is a location in the computer memory which is used for storing data. However a variable can store only one value at a time. If you want a variable to store more than one value at a time, then you need to use a special variable called ‘array‘. An array at one point of time can store more than 1 value & those values could be of different data types ( String, Numeric, Boolean etc).
  • 16. Directly from website source code Using Data Layer to collect Preferred way? Using Data Layers With Data Layers, we do not create fragile dependencies on a web page’s source code. The structure of the HTML can change anytime without the user’s knowledge & as a result, any tag can stop working any time, without any prior notice. Why do we need a Data Layer?
  • 17. What are data layer variables? Following is an example of data layer which contains no variable: Following is an example of data layer which contains 3 variables: Here, Page-Category, Visitor-type and event are data layer variables. ‘Statisitcs’,‘High-Value’and‘customizeCart’are the values of PageCategory, visitorType and event data layer variables.
  • 18. Account Management in GTM Typically, we need one Tag Manager account/company But, if you manage website tracking for several companies, you can connect multiple Tag Manager accounts to a single user’s Google account.