Transcripts
1. Introduction to the Google Tag Manager Course: This is a practitioner's
guide to Google Tag Manager. This course is meant
for beginners. To by way of introduction, I have managed to websites from multiple Fortune 500 companies. Manager is an essential
tool in the toolkit. So we'll begin the
course by answering the very basic question is that why do we need Tag Manager? When there is already
Google Analytics, Search Console add. Why we need Tag Manager will see it helps us
solve two problems. One, it helps us install
new marketing software, slash tags quickly without any help from the
development team, which otherwise can take
us weeks, if not months. Second, it can help us establish state of the art conversion
tracking and signals, which can help us see
that all our SEO efforts, all the optimization efforts
are the working or not. So in this course, we will first see why
do we need Tag Manager. Then we will see have
an overall introduction to Tag Manager and get a
feel of the computer system. Then we'll see a very common
use case of how to install Tag Manager WordPress
and what is the best and the most effective
way of doing that. Then we will install Google
Analytics using Tag Manager, again, which is a very
basic requirement to see how the
website is working. After that, we will look at the latest UI of the three
main tabs in Tag Manager, which will be 90% of
functionality while the tax tab, the second is the variables tab and third of Triggers tab. And throughout this course, we will take a very
hands-on approach. Will be less lives
heavy and it'll be very heavy on actually using the system and spending most of our
time on Tag Manager. But the introduction
is basically where you will see
majority of the slides. Then we'll see how to add
an autosome triggers, which will help us to
all very common problem. Like say, if you want to
track the user clicks on either of the two phone
numbers on a website. Then finally, we will see in the bonus material that how to install Google ads
using Tag Manager
2. Why we use Google Tag Manager? : Okay, so now we will
ask the question, why use Google Tag Manager
in the first place when we already have Google Analytics
for Search Console. So many marketing products
is it really helpful? So there are a few
things to this answer. Forces that Tag Manager, as the name suggests,
it helps us manage tag, which is basically JavaScript tags into your website
without development help. So now say you want
to use ha jar, which is a marketing
tool that can help you see what the users are doing on a website or install Google ads. Then with Tag Manager
within a few mouse clicks, and we'll see a live demo here that you can install like this. So if a Google Tag
Manager, and again, this course is going to
be extremely hands-on, very live demos and less
of slides and so on. I go to tags and I
want to deploy a Google Ads dot e.g.
so I just do New. And I'll say her Google
Ads configuration, I will choose a
conversion linker. And okay, so this is deploy Google ads and they should
be deployed for all pages. That's it. Then once I click Save, and since I already
have it installed, I have not click Save here. But if I click Save, I EC2. And that's automatically
deployed to your website. So that's use-case 1 s is that it's very important to track what the user
is doing on your plate. So e.g. if the user is
doing a mouse-click, then you want to track that. With Tag Manager. You can do that because e.g. if you are running 100,000 Google ads campaign
and you're sending everybody to this page
where the users are expected to click
on a phone number. If you don't know the user, actually trick taking on
a phone number or not. You will not know if your
campaign is working. And that's the tagline here
that without proper signals, it is impossible to know if
the feature side is working. And Tag Manager helps you get to those signals along
with Google Analytics. Because an immature person
might just spend 100,000 Google ads sent to a website and claim
everything is working. But once you have Tag Manager, you can back that up the data. So to summarize, to get things, one is quickly deploy new JavaScript target
software like Hot Jar, Google Ads, google Analytics. And second is to
get these signals because after you do something, you want to ensure it's working. And Tag Manager plays
a big role in that
3. Overall UI Introduction to Tag Manager: Okay, so now we'll
talk about an overall, your introduction for
Google Tag Manager Before we go deep into
each one of these, because this will just kill a bird's eye view of all the
features that are there. So up top, we have the property or the website that
we're managing. So this is a gland property
that I mentioned it there. And then we have tabs here like workspace
versions and admin. Admin is where if
you need to give access to your colleague
or somebody else, you can do it using
user management. Then we have washers that water has been deployed so
far using Tag Manager. And then workspace. Workspace has overview
tab or side menu that gives a overall view
that how many tags are there? Are there any changes
that have to deploy it? And we'll talk about
deployment soon. What version we're in. So if multiple changes
have been deployed, in what version we aren't any changes that are not deployed yet but
had been staged. Two tags are the different
types of Google Analytics tag, Google Ads tag or jar tags. So they are the software or the tags that you need
to apply on the website. Triggers are when the
tax should be fired. So let's take an example. Let's say you want
to track using Google ads every time somebody
clicks on a phone number. So in this case, like the tags, it's
Google Ads tag. Trigger is when somebody
clicks on a phone numbers, the trigger is a click and variable tells you what
the phone number should be. So e.g. if you see here the
trigger is a click event, somebody clicks, then we
want this to be fired. But obviously we don't
want it to be fired for all clicks because a user might click multiple
times on a website. We only want it to be fired when the user clicks a
certain link which contains this phone
number variable part. And after that we have
older than templates, but this is more advanced
use of Google Tag Manager. For majority of use cases, just knowing overview tags, trigger and variables
well is sufficient for completeness sake that every time we work on these GDM, create folders and templates, any existing templates that
are already there that you can reuse like they
will templates, templates and so on.
4. Wordpress | Install Tag Manager : So now we'll see how to install
Tag Manager on WordPress. And since WordPress is one of the most commonly used
platforms or clients use, it's very important to
notice this whole thing takes less than 3 min
after seeing this video. So it's relatively
quick process. If you go to WordPress
and if he can plugins, and then we search
for this plugin, HDFC m. Many ways to do this, but this is, I find pretty simple and we're going
to install the plug-in. So in this case, I already
have it installed, so I'm not re-install it, but after we install, it starts appearing here on the left. We click on that and then
we do add new separate. And then it shows you how. So we can say GDM header, e.g. this is the HTML, this instead sitewide,
just tell her. Then you go to Tag Manager. We go to the admin section, and then we do
install Tag Manager. So we heard gives two
code snippets like paste. This code is high in
the head of the page as possible and as the base cord immediately in the body tag. So we just copy the first one over here and not the
second one for now. And then we go to war again and we paste the
code snippet here. And then we click on Save. I already have it saved,
so I'll not do it again. But that's the first step. Then we again go to click New
and you separate this term, we call it GDM footer. And this never type
still HTML site. Why displays this location would be footer now
because if you see, which we'll see soon, it is has to be installed
in the photo. So I change this to
the footer and it go back to Google Tag Manager and the stomach copy
the second tag. And I put it here, right? And then I just to
save and that's it. After that Tag Manager
is, is is installed. And that's all we need to do.
5. Install GA4 with Tag Manager: Okay, so now we will see a
very important use case of Tag Manager and see how we can install Google Analytics
for the Tag Manager. This also answer
the question that, why do we need Tag Manager
in the first place? So to do that, It's pretty
straightforward process. Again, we can do this in under 5 min, then tie installation. So we go to the property that we are managing
and we go to tags. And then we do New. And then we do Tag
Configuration also knew. Then over here we choose Google Analytics
for configuration. Then we need a measurement ID. Okay, So now for
the measurement ID, we'll go to the clients Google
Analytics export setup. And we'll go to the bottom
left admin section. We'll go to data streams. Then we'll go to the web one, which is the one we won't drag. Click on that and write on the top right we see the measurement
ID, so we can copy that. And then you go back to Tag Manager and we enter
the measurement ID. Then for triggering, we
want this to trigger on all page views because
it's Google Analytics for. So we click on all page views and then
we'll name it properly. So normally we can name it. It's like J4, that is the service slash
config and click Save. So after we have done that, since I already have
it or not, plexi. But after we have done that, then we go to our overview. And it will start
appearing here as workspace changes and
we click on summit. And as soon as we click on
Submit, it will deploy it. So we'll do something
like GA4GH and then click on submit and
publishing data set. So to show how when
this was done. So see when I installed the Google attics
full configuration. So this is like the
active configurations. If you go to versions. And in this version you can see it's already
installed here like the GAL4 configuration with the measurement ID and 13. Yeah
6. Tags Tab in Google Tag Manager: So now we'll take a
deep dive into each of the menu items for
Google Tag Manager, starting with the tags. So the answer is
any JavaScript tag, and that's where the
name comes from. So it can be Google
Analytics or jar, Google AdSense and so on. And this also answer the question that why we
need Google Tag Manager? Because with this, you can
easily install attack like a Google Analytics tag without any help or hinder
the development team, especially if the development
team is very busy. This can take months, but with Tag Manager, we can do it within a matter
of seconds as we'll see. So say we go to New
and then say we want to install
Google Analytics tag. Specific event that we
want to start tracking. Click on Google Analytics
the configuration tag. Since you've already set up GAL4 with the measurement ID approach that I showed in
the earlier videos, we can select that and
we can assign it a name, say click on, Save on track, click on phone number. Then using triggers, we can say, okay, we want to track all
flexor certain phone number. And we'll talk about triggers in detail in the next section. So if that part is a bit
unclear, don't worry, because it's right
in the next section. And in this case, now, every time somebody clicks
on this phone number, it will get recorded
as an event in GFR. And then I can name
it here properly, like DS4 event, click
on phone number, and then I can click on Save. So with that, so now I need to do is select it and it will publish it on
the real website. That every, every
time a user clicks on that phone number
in the client website, you can see it in GFR and
other events section. So if we take an example here, so if I go here and if
I do Google Analytics, I just complete the
full picture there. Yeah. So once once the so
this is a new property, so you can't see much here. But once the
information is loaded, then in the even count and
the event name in this part, we'll be able to see all the events with the
same name that we had. Configured. Hillock. Click on Phone number, we
start appearing there. So just with a few mouse clicks, we are able to start tracking something that without
Google Tag Manager, would have taken
us quite some time to get this information
and start tracking it.
7. Variables Tab in GTM: Okay, so now we'll talk
about the variables tab, and we'll talk about
triggers after variables because it makes
more logical sense that way. So variables are the
two kinds of variables. One is built-in
and user-defined, but the concept is the same. Every time we want to trigger
an event or fire an event, we want to check
with some condition. And that is where
variables come in. E.g. if there are multiple
phone numbers on a website, like say for number one, Point number two
and number three. But we want to track all clicks and
phone number two only. That is where a
variable can be used to say triggering event only when it's equal to
phone number to. Google offers a lot of
predefined variables. So any link to pages
like URL, page part, paid referees there,
then utilities, errors. Something which is very
important as clicks, click ID, click Target, click URL, click text. Especially if it's
a buttonClicked, then we can track it based
on the text on the click, palms history and so on for
reducing the list goes on. And we can also define
our user variable. But to give a more
concrete example, we will use the click ID. Click Text. So this is where if you click on a link or say on a phone number, the click texts would contain that phone number and we
can even verify that. So let's take a quick
live example as well to say I do preview here on this client side and just
give it a second to open. I think it got blocked here, so let me do it again. Yeah. So it open this website. And now if I click
on this number, e.g. then we can see, okay, on the click link, there are certain variables. And you can see the variable
that we just talked about, like click Text, Clicks, URL. And these can be
used to see that if the information in this
matches phone number two, then we should trigger an event. So that's what
variables come in. That. So similarly, if you
take one more example, Let's say you are very common
use case in e-commerce. You'll track when
a conversion has happened or somebody
has bought something. That is when page
you are company, where you can specify that the page URL is equal
to or contains. Thank you. That is when you know that conversion
has happened. So this really helps. So the way this
works is that with the variable you
can detect if the, if it should trigger
something and this trigger would in
turn further time. And in the next video,
we'll talk about more about these functions to give them better idea of
how we can see this
8. Triggers Tab in Tag Manager or GTM: Okay, so now we'll
talk about triggers. And so far we've only talked
about tags and variables. So this will make a
lot of sense to say, we won't define a trigger using the same example that
should be triggered whenever the user clicks on a web page that has
multiple phone numbers, but it's equal to
one number two. And so we go on New and
we click on triggers. And then since it's a click, like it's not a page view, is not user engagement or so on. It's a click. So therefore we do just links since it's taking on a link. Now, we don't want
it to click on all links because we only wanted to click when it's
a phone number two. So we do some links only. And then we start
seeing are variables. So the variable that we're
talking about is click Text. If the phone number is entered
on the text contained, and then we can enter
that phone number, e.g. 1234561. Thing to note here is
that this plus icon, it makes it a condition
that if you say, say, if you say click text contains
one more phone number, then this will almost
never trigger, because both
conditions need to be true to trigger this click ID. Then we also have bid for tags. I just want to call this out for this course because firstly, if somebody is taking
out of your website, then you'd want to check
this if it's outbound play. Because this says that we
should measure it before the user leaves the upside
to say, wait for tag. And you can just say
2000 milliseconds, then we can name this trigger. So e.g. clicks,
phone number two. Then we can be here. And then it's not
letting me save it. And let's see why, right. So I've entered to say, I went to this here, and obviously I didn't
enter anything here. So it will just take up all
these conditions are true. So say I enter something
here, then I can do Save. And now see it has an unconditioned and
we can see it here. And if you go to
overview as well. Okay, so Overview, you
can see trigger yet, but natural tags here. And we do a new tags here, the A4 even tag, then that same trigger
will start appearing here. So if you take the example
here on phone number, then you can select this. I will not add it for now
because this is more e.g. but this is how that, okay, so see if you just for demo
purposes, this be added here. And then I name it. Test, right? They do say. And then I also give it a name like phone number to click. Then if I go to Overview, I start seeing that
in the staging, one number to click
and even the test. So right now I don't need these, so I will not I will just
remove them for now. But this is how we can configure the full kinetic variables,
triggers and tags
9. Triggers Cont'd Essential OR Condition: Okay, So next we'll see how
to add a event and triggers. And this is very important
because say there are two phone numbers
on your website and you're running a
Google Ads campaign. And you want to track every time any of those four
numbers is clicked. So in this case there's all
because you need to track conversion if one or the
second number is click here. So let's start with variables because that is the
building block. And as we have seen in
the initial videos, we will use either
a click Text or a click URL in depending on
where the information is. And we can check that e.g. let's say we use click
texture and the links that are there in your WordPress website or
your customer website. Hello, hi, those numbers there. Then we'll go to triggers. And now you will see, okay, I'll show you first the correct
way of how to do it and also cover what is the most common
mistake that I've seen other marketers do here. The correct way to do it
is to create a trigger. In this case, we are
tracking click on a link, so it will be just linked. And we didn't want to
track all link clicks. Want some link clicks where the click Text
or the click text contains the phone number 969. And then we name this, right? So number trigger. So now in this case I already
have a trigger like this, so I will not save it. But I do want to cover
one other thing that I'll click the
plus icon here and add the second phone
number here, e.g. if it's all ones, then
this will not work. Because if you read this
carefully, it says, fire this triggered
when an event occurs in all of these
conditions are true. This will not help achieve
the goal condition. How we can do that,
We'll see that next. Now, I have two triggers here. One with the first port
number and the other, and I created another trigger with the
second phone number. So if I go to new
ideas, same thing, just links some links, text or enter the
second phone number. And I saved this as well. So this one, I'll actually
save microphone to click. And I can name this
as for ads, right? Conversion and phone to
click, and it will save here. Now, the right way to use
this is to go to tags. Have a new tag for
say, in this case, if you are measuring google ads, we can do Google as
conversion tracking. And the conversion ID and label
will come from Google ads and I will link to it in the bonus video
how we can do this. And then in the triggers, we add both the triggers, that is the phone to trigger. And I'm also the
phone 1 trillion. That way is the right way
to create a or condition. What triggers. This is a very common
scenario that will come up in multiple of the various
tariff that we do. So this is something to remember that if you want to
have an OR condition, then it's best to
create two triggers. And based on that,
10. Ensuring Google Tag Manager Tags are working as expected: Okay, So a very important
thing in Tag Manager is to ensure that everything
is working as expected. Because now that
we have installed so many tags and plugins, we want to ensure that everything
is working as expected. The way to do that is there's an inbuilt functionality in Tag Manager using
the preview button. So as soon as we
click on Preview, you can see, okay, is this the domain that we
tried to correct? And we do, do connect
and will also enable the debug
signal in the URL. Over here it says GTM
underscore debug, because if there is
any data go into Google Analytics and so
on, you can track that. Now. This can be moved around easily. So now if I look at the
preview tab which is here, and if I have the website
open on the side, and if I click on
a phone number, see now we can check, okay, there was a click event
recorded and which all Talcott triggered like
an Ads conversion tag, the ads, the phone number
tag, some other tags. And this way we can ensure
that any event that we want to get fired after a
click is actually here. And we can do that
for every step, like for constant
initialization, a citation, DOM ready and so on. One other interesting feature is that we can see what all
variables are being passed. So if I click on say this, then I can see what the
number is being passed and what the GTM link
click is equal to. And we can also see
that in the variables. So we can see that what the click target is,
the click texted, which is the phone
number, the click URL, what is the event
called, and so on. So the Preview tab
is very useful in Tag Manager to ensure that everything is working
100% as we expected.
11. Install Google Ads with Tag Manager: Okay, so now we'll
talk about how to install Google Ads conversion
tracking using Tag Manager. Again, we start to see the
benefit of Tag Manager that within seconds we can deploy something as powerful as, as conversion tracking
using Tag Manager. And without this, you'd have to rely on development
team and we'll take, it can take weeks to months. So to do that, we
first go to tags. I see there are pre-built
templates of doing that. So it's pretty straightforward. So you go to tags and
we're deployed two things. The first is the
conversion linker, which is a basic thing, and the second is that
specific conversion tracking. We do new, we search for that configuration and we go
to the conversion linker, see the artery usually
targeted like this, but conversion linker
is tight like this. And then we want it to
trigger on all pages. So there's no
configuration required. Trigger on all pages. And we will name it
properly, right? So we will name it
as ads conversion. I just call it test because this is for demonstration
purpose. I'm going to save. Then we check in the
overview that this is appearing in the
staging section. And after that, we'll also go and add the
specific conversion, right? So if you, if you want to
track a specific conversion, again using the phone number example that we have been using, that somebody clicks on a
phone number on your website. Then you can go to
tags. You can do Google Ads, conversion tracking. And now you have
conversion, ID and label. So this is what is given
by Google ads. So e.g. I. Just use demo conversion ID and a demo conversion
level as well. Now, for the conversion value, I will just leave
it blank for now. And for the trigger. So this is where we have to use a specific trigger
that we've talked about. Once we click on triggers,
I can see there is the Click on the phone number
that we're going to track. So we mentioned that as a trigger and then
we'll name it properly, like so Ads conversion,
phone number. I'll click on Save. And then I'll also
call it test for now. And I click on Save. Again, I check on overview. It's appearing on, on staging. And then click on Submit to actually deploy it into
the live environment. So after it's deployed, we can click on Version. Washing is basically
every time we deploy something tag
minus towards a version. So we click on the
latest version and we can see all the
tags that are deprived. And we should see that the
conversion linker tag, the conversion tracking, and the conversion linker
should be deployed that and we can test that as well. If you click on
preview and connect. Once the website opens, then then we can see, okay, if I click on the ad, you see the link has
been clicked over here. And we can go on the link click and you can see the tags that
have been fired. So this is the Google
Ads conversion. And who will ask
convergent test. So they both have
been fired now. And therefore, Google to start
tracking this actual tag. And we should always test
this before we deploy, because that helps to ensure that everything
will work as expected. The variables we can see
what is being passed. You can see in the click Text, right number is being
passed to click URL right now moving fast and so on.
12. A Request and Thank You: With that, thank
you everybody for taking the time to go
to the course with me. I thoroughly enjoyed recording these videos and
sharing with the group. And I have a request to make. If you like the course, please leave a positive
review and others know, because that will really help
them discover the material. And of course,
equally importantly, if you have any questions
ask in the discussion forum, I'm very responsive and ensure I get to each
and every question. Thank you. Thank you very much.
Shailendra
