1. Tag You’re It! – http://educ.jmu.edu/~chaoaj/cuc15

2. Alvin Chao – James Madison University http://educ.jmu.edu/~chaoaj/cuc15 Twitter:@chaoaj #CUC15 Tag You’re It! How we replaced Google Analytics with Google Tag Manager

3. Overview Topics: Who is this aimed at? What is The Problem? What the Solution? / What is Google Tag Manager(GTM)? Where do you find resources for Google Tag Manager When / Why would you use GTM/ Real life applications How : Understanding how to make setup GTM to front end your Google Analytics Special Thanks : JMU Online Marketing Manager Randy Budnikas

4. Who Marketing professionals looking to help distribute Google Analytics across their enterprise. Technical users who want to pull Event based click information (not easily done in GA without a code change to your tag code). Managers/Supervisors who want to know how GTM can enhance their ability to roll out analytics data and distribute it to their entire campus.

5. What is The Problem? Google Analytics has limits on the # of accounts and view per e-mail address account and you can only use one Google Analytics Javascript code per site. This poses a problem for those that manage multiple accounts and want to distribute Google Analytics views for subdomain access. Example: Our College of Business wanted to have their own Analytics for their department, http://www.jmu.edu/cob and also per program http://www.jmu.edu/cob/accounting This quickly used up the 50 views that we have within our main JMU GA account. http://www.jmu.edu/cob http://www.jmu.edu/cob/accounting http://www.jmu.edu/cob http://www.jmu.edu/cob/accounting

6. Google Analytics Account Limits Maximum of 100 Analytics accounts(1) per e-mail address, 50 Properties/Profiles(2) per Analytics Account and each Property can have up to 50 views(3) = 250,000 Trackable items

7. GA Account Limits Visual View itweb@gmail.com 100 Accounts per e- mail address Each Account can have 50 Properties Each Property can have 50 Views Account JMU Academics Property: JMU College of Business View: JMU Accounting Department Level 0: Email Address Level 1: Account Level 2: Properties Level 3: Views

8. What is the solution? What is Google Tag Manager? URL: http://www.google.com/tagmanager/ GTM allows you to have one tag to rule them all on your websites instead of having to use separate tags for each analytics engine(Adwords, DoubleClick, GA, GA Universal, Google Display Network remarketing tag) Allows you to use multiple GA Property codes on a page. Tag Manager allows tag debugging in real time and versioning of tags Intro Video: https://www.youtube.com/watch?v=KRvbFpeZ11Y

9. Before with regular Google Analytics Account: JMUProperty: www.jmu.eduCOBAdvisingGivingGraduate SchoolFaculty SenateBiologyPlanetariumHealth CenterResidence LifeRecreation Property: Alumni.jmu.edu Property: m.jmu.edu Property: Forbescenter (www.jmu.edu/forbescen ter)

10. After with Google Tag Manager Account: JMUProperty: www.jmu.eduAdvisingPlanetariumGiving Property: Alumni.jmu.edu Property: m.jmu.edu Property: Forbescenter (www.jmu.edu/forbesce nter) AcademicsCOBBiologyGraduate SchoolFaculty SenateStudent AffairsHealth CenterResidence LifeRecreation

11. Where do you find Google Tag Manager Resources Intro video: https://www.youtube.com/watch?v=KRvbFpeZ11Y https://www.youtube.com/watch?v=KRvbFpeZ11Y Google Course for GTM (https://analyticsacademy.withgoogle.com/course05 ) https://analyticsacademy.withgoogle.com/course05 Event Tracking: (http://cutroni.com/blog/2013/10/07/auto-event-tracking- with-google-tag-manager/ ) http://cutroni.com/blog/2013/10/07/auto-event-tracking- with-google-tag-manager/http://cutroni.com/blog/2013/10/07/auto-event-tracking- with-google-tag-manager/

12. When /Why would you use Google Tag Manager? Break through the Google Analytics 50 views limit Speed: Optimizing performance for tagging on your site – One Tag to rule them all including third party tags like Crazy Egg(for heat maps), and DoubleClick, so quicker firing of 3 rd party tags. Ease of Deployment: Allow for code changes by non-IT personnel and without editing footer / GA Tag code or even needing to edit CMS content. Previews/Debugging of Tags and Versioning/History Event Tracking made easier: clicks, video engagement, and form submissions can be tracked. Easier Remarketing (through Custom Dimensions in Data Layer Variables and GA cookies – must link analytics and Adwords accounts)

13. Speed: Reduce # of tags on your page

14. How: Understanding how to Setup GTM Login and create an account with a container named for your domain: http://www.google.com/tagmanager http://www.google.com/tagmanager Login with Google account Create a Tag and a Trigger for Google Analytics pageviews Container code(under Admin - install Google Tag Manager) recommend after body tag immediately, we put it in footer to reduce lag in load time. GA Pageview Tags - New Pull GA Tracking ID by going into home and looking at account folder for this #. Check Enable display advertising features to get demographic info and allow for remarketing

15. GTM Tag Test process flow chart

16. Track Outbound Links via Links Listener Click on Variables in Left Nav, enable Click Element and Click URL within the Clicks built in variables Click Triggers on Left Nav – Choose Click Event, then Configure Trigger by selecting All elements, Fire on All Clicks - Create Trigger and Name it “Link Click Listener” Click “New Tag” or “Add New Tag” of type “Google Analytics” and Universal Analytics configure with “wait for tags” box and set the max wait time and Select “Check Validation” then Click Continue Set firing rules by selecting “Click” & Select “Link Click Listern” as a trigger and Click Create Tag

17. Track Form Submissions Click Triggers in Left Nav – the select new and Choose Event Form – Configure Trigger to and uncheck check validation and fire on All Forms - Click create and name it All Forms Click New Tag or Add New Tag – Name it - Choose Product by selecting “Event Listener” Choose Tag Type by selecting “Form Submit Listener” Configure tag by checking wait for tags and setting max wait time – Select Check Validation requiring for the submit successfully – Click Continue Set Firing rules by selecting Forms – Name Form Trigger then configure select to fire on all forms or select forms – Click Create Trigger and Create Tag http://www.gravitatedesign.com/blog/google-tag-manager-tutorial-event- tracking/#eventTracking

18. Questions Twitter:@chaoaj E-mail: chaoaj@jmu.educhaoaj@jmu.edu http://educ.jmu.edu/~chaoaj/cuc15