Join Brad Batesole for an in-depth discussion in this video Introduction to Google Tag Manager, part of Marketing Tips Weekly.
- [Brad] Hey, thanks for joining me for another episode of Weekly Marketing Tips. I'm Brad Batesol, and this week we're going to take a look at Google Tag Manager. As you scale up your marketing efforts, you might find yourself installing tracking pixels, social media tags, and retargeting tags, for example. All of these pieces add up, and if you're not a developer, or have a complicated process of getting your site updated, well, Google Tag Manager can come to your aid. Google Tag Manager is one script that you add to your website. That script then acts like a container.
So, it will automatically update your site to include any tags that you've added directly to their web interface. You'll only need to modify your code one time. You can then log into Tag Manager, edit your tags, and even set rules on when they fire, or verify that they're working properly. Now it's a fairly straight-forward process to set up. You'll create an account, create a container, and then add the snipet of code to your website. Let's walk through this process together. First thing, you'll need to go to the Google Tag Manager homepage, which is where I am right now.
The fastest way to get here is to go to https://www.google.com/tagmanager From here, you can choose Sign Up For Free in the bottom left-hand corner. Or if you're already set up with Google Tag Manager, you can choose Sign In, and select Tag Manager from the dropdown in the upper right-hand corner. If you choose Sign Up For Free in the bottom left-hand corner, you're going to be prompted to sign in with your Google account. You will need to have an existing Google account for this step. This could be the same Google account you're using for Gmail, for your business apps, for analytics, for example.
If you don't have a Google account, you could choose Create account from the link at the bottom of the screen, and follow those prompts. Setting up a Google account is free, and it's a very simple process. I'm, however, going to go ahead and sign in with a Google account that I've already created. Now, since we haven't used Tag Manager before, Google is going to put us into the first step of the process. And that's to pick a name for a new account. I usually prefer to use the domain name of the website that you're going to be installing these containers on.
So, when you think about an account, think about it as the highest level bucket that information is going to be stored in. The account has nothing to do with the actual tags that are going to be installed on the site. The account is really where all of the containers are going to live. So you can have many accounts within your Google Tag Manager. You might have an account based on various clients, or you may have an account, in this case, based on the domain name that we're going to be installing containers on. I'm going to go ahead and name this account Hplussport.com, which is the website that we'll be installing this on.
You have the option to check a box below this account name. And that allows you to share some information back to Google to help them improve their software. If you're interested as to what information is shared and why, you can hover over the question mark to learn more. You can always unselect that if you don't feel comfortable sharing that data. Next, we're going to select Continue. And this is going to allow us to create the container. And the container is going to hold all the tags for this specific setup. So, we can name this container after the sections that it will be used on.
So you could have a container for your blog, a container for your ecommerce section, or you can use one container for your entire website, which is what we're doing here. Using a container for the entire website is the most common and most popular way to use Google Tag Manager. In this case, I'll just give the container a name, such as Sitewide Tags. That way, I'll know exactly what this container is being used for in association with the Hplussport.com account. From here, you'll choose Web, which is where you're going to be using this container. You also have the option to use Tag Manager for iOS and Android apps, but I'm not going to get into that for the structure of this course.
From here, we'll choose Create. At this point, Google's going to offer up their Terms of Service for you to review. After you've read through them thoroughly, you can choose Yes in the bottom left-hand corner. Great. So, at this point, our container is set up, and we're ready to install this code right onto our site. You can click into the box and highlight this script, and you can Apple + C on a Mac, or Ctrl + C on a PC to copy that. And then you'll paste that over into the code of your site, or into an email that you can send off to your developer.
Now, when you or your developer go to install this tag, you want to make sure you install it after the opening body tag in your code. Tag Manager contains an iframe, and if you don't put it after the opening body tag of your website, things could potentially look funny, or some tags might not fire. Once you've done that, you can select Ok. And it's going to drop you into your Tag Manager dashboard. This here gives you a quick overview on the status of your Tag Manager installation. In the upper left-hand corner, we can add New Tags.
Here in the center, we can see the word Editing, Version 1. Every time you edit and add tags and publish a container, you're going to move that version number incrementally up. So, Version 1, you'll edit you'll work on it, you'll publish it, and then you'll be working on Version 2 until you're ready to publish that one. Here on the right-hand side, we can see that this container is not yet published on our site yet. So, whatever we're doing, is not yet refelected on our live website. So, this let's you build into Tag Manager and edit things, and get things configured, and once things are ready and tested, you'd be able to publish that.
Now there's a lot more you can do within Tag Manager. And you'll see several sections along the left-hand side with various navigation options, along with the navigation at the top of your screen. Now for this movie within this course, I'm only going to cover the basics. So, let's walk through how to set up a tag in our new container. From this container, I'll choose New Tag, in the upper left-hand corner of the dashboard. And it' going to walk us through a simple wizard. The first thing that we can do is give the tag a name. You'll notice when I hover over Untitled Tag, there's a little pencil icon, and we'll choose the Edit option there.
And we can type in a name for this tag, so we'll have an idea of what it is when there are many tags associated to this container. For this example, I'm going to be setting up Google Analytics. So, I'll call this the Google Analytics, simple as that. And, we can move on to the Choose Product option. Here's where you'll select the tag that you're going to be installing. Now, Google Tag Manager's going to give you some default options. You have Analytics, AdWords, even Linkedin, for example. You can choose Show more to bring in even more options from this list, or Show less to hide those.
And you also have the option to choose a Custom HTML Tag or a Custom Image Tag if one of those has been provided to you. Now, I'm going to set up Google Analytics, so I'll select that, and you'll notice that the wizard is going to change the view and start walking me through specific questions associated with the product that I selected. Now, I do want to point out, if you're going to be adding Analytics and AdWords tags to your container, I highly recommend that you remove your existing Analytics and AdWords tags at the same time that you publish this new container.
You don't want to have both tags on the site simultaneously as it may cause some duplication in your data. Now, here with Google Analytics we can choose Universal Analytics or Classic Analytics as our tag type. You can find what you're using by looking at your analytics dashboard. But, unless you haven't updated Google Analytics in few years, it's very likely you're using the Universal Analytics tag. From there, I'll select into it, and it will move us into the Configure Tag option. It's here that you'll paste your Tracking ID.
And you're Tracking ID is that little numerical value UA- and some numbers. You'll find that information in your Analytics dashboard. I'll enter a sample one, for example, here. So you can get a sense of what that might look like. And, you'll need to then continue through the process. The first option is you can choose to Enable Display Advertising Features. And this gives you some additional demographics and reporting that comes along with this analytics tag. I highly recommend that you enable this option.
I think it's great, and the data that comes along with it is very valuable. Below this, Google's going to ask us to select what we're tracking. Now, by default, you're going to be tracking page views. If you're doing anything specific, or outside of the normal realm of Google Analytics, well, you'll go through and set this up a little differently. But for now, leave it as Page View. And if you'd like, you can view into the More settings and the Advanced Settings option, if you're so inclined. However, the default setup is going to be good enough if you're just getting started.
I'll select Continue, and that's going to move us into the final option, which allows us to indicate when the tag is going to fire. Each tag can have its own rules. And you can associate rules to indicate when the tag is going to fire. So, in Google Analytics, for example, we'd likely want this tag to fire on every page of our site. So I would choose All Pages. And this will let me fire the tag on every page, as we see below. Now we could create some exceptions.
So we could say, you know what, I want to fire it on all pages, except for my Contact page, for example. Or, except for my Admin page, for example. I don't want to track things that are happening on the Admin side of my site, so I'm going to exclude that. And you can go through here, and choose New. And set up a Trigger, which is going to be how you would exclude that information. Now this goes a little bit beyond this course, however, you can walk though those steps, and it's pretty straight-forward when you get into it. So in this case, we've got our Google Analytics product selected.
We're using Universal Analytics, we can verify the tag type, the tracking id, and the options that we've selected. And we've set it to fire on All Pages. This looks good, so from here, I'm going to choose Create Tag. Now we can see that tags that are set up and to get this live on our site, you'll need to go in the upper right-hand corner, and choose Publish. Once you choose Publish, Google's going to offer you up some information. If you're not ready for it to go live, I recommend selecting the preview and debug link, and follow along with the instructions there on how you can test that this is working properly.
Once you've done that, you'll choose Publish Now in the bottom left-hand corner. And just like that, you're changes will be live on your site. Google Tag Manger takes a few minutes to set up, but as you continue with your online marketing efforts, it'll really make it easier to self-service your tracking. Thanks for checking in this week. As always, I'd love to hear from you. So, follow me on Twitter, @bradbatesole and let me know if you got set up with Google Tag Manager. I'll see you next week.
Skill Level Appropriate for all
Q: Why can't I earn a Certificate of Completion for this course?
A: We publish a new tutorial or tutorials for this course on a regular basis. We are unable to offer a Certificate of Completion because it is an ever-evolving course that is not designed to be completed. Check back often for new movies.