With so many tags and analytics tracking in marketing, it's a good idea to install Google Tag Manager (GTM) and watch additional videos to learn how to use it.
- [Instructor] 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 aide. Google Tag Manager is one script that you add to your website. That script then acts like a container of sorts so it'll automatically update your site to include any tags that you add to their web interface.
You'll only need to modify your code one time then you log into Tag Manager, edit your tags, and you can even set rules on when they fire or verify that they're all working properly. Now it's actually a fairly straightforward process to set up. You'll create an account, create a container, and then add a snippet 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 there is simply to go to google.com/tagmanager.
From here you can choose sign up for free in the bottom left hand corner or in the upper right hand corner. Or, if you're already set up with a Google account or Google Tag Manager, you can choose Sign In and select Tag Manager from the dropdown that appears. Now I've already gone ahead and logged into my Google account, so once I've selected Tag Manager, we're going to arrive at a page that looks like this. Now we're seeing this new account page because we have not yet set up Google Tag Manager. So the first thing we need to do is give our account a name.
Now, I usually used to prefer the domain name of the website that you're going to be installing these containers on or the name of your company. Now think of the account 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 where all of your containers will live and you can share this account with different people and then set up multiple containers within one account. So you could have many accounts within your Google Tag Manager just like you can have many containers within a particular account.
Now you might have an account based on various clients and then a container for various sections such as your blog or your website or your store. Now after you add in the account name, you have the option to select this box to share data anonymously with Google. This 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, simply hover over the question mark. And you can always unselect this if you don't feel comfortable sharing data, it's completely optional. Next, we're going to choose Continue.
It's here that we set up the container and the container's going to hold all of the tags for your specific setup. So we can name this container after the section that it'll be used on, like we talked about earlier. This could be the blog, the eCommerce section, or simply one container for your entire website. Now I'm going to set this up as one container for my entire website because this is the most common and most popular way to use Google Tag Manager. We'll add in the domain name here now keep in mind this is just a name, so you don't have to use the exact domain name here, I'm simply using it just to keep reference for what this container is.
Next we're going to select where this container is being used. We have the option to select Web, iOS, Android, or AMP, which is Google's accelerated mobile pages. In this case, we're going to select Web and select Create. Here we'll review the Google Tag Manager Terms of Service and if everything looks good, we can select YES in the upper right hand corner. Great. So at this point our container is setup and we're ready to install the code onto our site. Google's going to give you instructions on how to do this, you'll simply select into the box and you can copy this first section as high into the head of your page as possible and then you'll select the second section of code and paste it immediately after the opening body tag.
And you'll need to do this on every page of your website. And from here, I'm going to select OK. It's at this point we're dropped into our Tag Manager dashboard. Here we have a quick overview on the status of our Tag Manager installation. In the upper left hand corner, we can add new tags. In the center we can see what we're editing, in this case, our default workspace. On the far right, we can see that this container is not published. Now you'll notice this term workspace. You'll see below that we can manage workspaces and we can view any workspace changes.
Tag Manager uses these workspaces to provide the ability to create multiple and differing sets of changes to your container. This way different users and teams can work on sets of changes all in septate workspaces to independently develop and test configurations. This feature really helps with version control because it allows you to go back to certain changes and it can help prevent multiple people from inadvertently publishing the other one's changes. It's recommended that you use workspace for smaller sets of changes whenever possible.
Once you're done working within a workspace, you'll publish that into a version. When a new version is created, each workspace will let you know that a previous workspace is out of date and that way if other people are using Tag Manager they'll see that their workspace is out of date and they'll need to update it to match what's currently published. This will make a little bit more sense as you start using Tag Manager but I did want to describe it before you get too much further that there's a lot that you can do within Tag Manager and we're not going to go too deep into it, I just want to cover the basics.
At the top of the screen is your navigation, you can select into Accounts, Workspace, view Versions, and all of the Admin functions. Along the left, allows you to navigate within the current workspace. Here you can see the Overview, Tags, Triggers, Variables, and any Folders. So let's go ahead and set up a new tag. I'll choose Add New Tag here in the upper left hand corner and the first thing we can do is give this tag a name. I'll select Untitled Tag and let's go ahead and call this Google Analytics.
Below we need to start by selecting our Tag Configuration. And this is where we'll choose the tag type that we're going to be setting up. I'll click this box and along the right hand side, we can see all of the most popular tags that we can quickly set up. If you scroll down, you'll notice that you have the option to include a custom tag as well as tons of other tags associated by doing different vendors. We'll scroll back to the top and select Universal Analytics. Here Google's going to ask us to provide additional information to configure this tag.
This walkthrough helps makes sure that we've set up the tag properly. Here in Tracking ID is where we'd add the tracking ID specific to our Google Analytics account. And if you're curious, you can hover over the question mark and Google will provide you with some contextual information on how to find that data. In this case we could say our tracking ID is UA12345. Now I should point out that if you are going to add your Google Analytics into Tag Manager, you're going to want to remove the existing tags on your site at the same time that you publish this new Tag Manager container.
That will prevent you from having duplicate tagging which could impact the validity of your data. Now from here we can continue through the process. Google's always going to show you the bare minimum but if you select more settings, you can get very granular with how you configure these particular tags. Now I'm not going to go into this, however, at any time, you can simply select in and click on these question marks to learn about these various fields. The default setup should be good enough if you're just getting started. From here we need to select our triggering and this dictates when the tag is going to fire.
Each tag can have its own rules and you can build out these rules to tell Google when you want that tag to trigger. So, for Google Analytics, we'd likely want this tag to fire on every page of our site. So when I select into this triggering option, we can choose a trigger that already exists, in this case, All Pages, or in the upper right hand corner, I can choose the plus icon and I can build out a different trigger type. So we could say oh, we'd like this to fire when the window is loaded but only for some events and you can get very specific about how you'd like this to fire.
I'll choose the X in the upper left hand corner, we'll discard those changes, and we'll simply select All Pages because that's what we'd like to happen with Google Analytics. Now if you like, you can also include an exception. So let's say you wanted it to fire on all pages except maybe a login page for example or an admin page. If you didn't want to track those, you can select the Add Exception and add in a new rule just like we saw earlier. From here, I'll choose Save in the upper right hand corner and now we can see the dashboard has updated slightly. We can see that we've added one workspace change, we can see the change that happened to this workspace, and we can see that this container is not yet published.
I'll select Publish in the upper right hand corner, we can select a descriptive name for this version, a description if we'd need to, and choose Publish in the upper right hand corner. Here we can see a summary of our version change, so we have this version one, Google Analytics, here's everything that happened, here's the tag, here's the firing information, and so on. If we go back to the workspace, we'll see that we have a live version of this, it was published a few seconds ago, and our workspace now has no changes that we need to review.
But one last thing I'd like to point out is in the upper right hand corner you can select this dropdown next to publish and instead choose to preview and debug. When you select this option, Google's going to walk you through your site and allow you to evaluate whether these tags are firing when you'd like them to. So if you set a tag to fire when somebody completed a checkout on your eCommerce site, you could go through those steps on your eCommerce site and when you get to that thank you page, Google will let you know if the tag fired and what information the tag was going to send to your analytics platform.
That's very helpful before you publish to make sure that everything is working like it needs to be. And there you have it, Google Tag Manager takes a few minutes to setup but as you continue with your online marketing efforts, it'll really make it easier to self-service your tracking.
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- What is online marketing?
- What makes a website effective?
- Working with a designer or developer
- Creating engaging web copy
- Understanding online analytics
- Using goal and event tracking
- Exploring the conversion funnel
- Defining key performance indicators (KPIs)
- Understanding SEO techniques
- Conducting keyword research
- Creating a content strategy
- Leveraging local SEO
- Understanding who's on social media
- Marketing with Facebook, Twitter, LinkedIn, and Pinterest
- Creating compelling video marketing campaigns
- Building an email marketing plan
- Measuring the success of your marketing efforts
- Setting up a blog
- Running A/B marketing tests
Skill Level Beginner
Q: This course was updated on 03/08/2016. What changed?
A: We updated six movies to keep current with the latest interfaces in Google Tag Manager, Google Keyword Planner, Facebook, Twitter, and LinkedIn. Brad also added one new tutorial on setting up a blog.
Q. This course was updated 03/21/2017. What changed?
A. The following topics were updated: installing Google Tag Manager, using goal tracking, looking at a conversion funnel, looking at attribution models, leveraging local SEO, introduction to search and display, launching display search ads, and deciding to use remarketing.