Digital Analytics with the

Google Tag Manager

Analytics Summit, Google Switzerland

Jonas Wendler, Project Manager Analytics

Monday, 25th of January 2016

Case

(•‿•)

Case

1. E-Commerce Client

2. Substantial Marketing Budget

3. Specific Controlling Requirements

4. Limited IT Resources

How?

¯\_(ツ)_/¯

Without Google Tag Manager

Code

Code

Code

Code

Code

Code

Facebook

Marketing

IT / Web

Agency

N

M

With Google Tag Manager

Facebook

Marketing

IT / Web

Agency1

N

Code

In Action. Different Marketing Tags with 1 Code.

Characteristics of the Google Tag Manager

– Reduced costs due to reduced complexity

– Faster implementation & more flexible

– Fewer sources of error & better testing

– Cross-domain tracking support

– Automatic tracking of downloads,

external links, buttons etc.

What? (Use Case)

Conversion Tracking > Automatic Tracking

Automatic Tracking

Event � Goal

Remarketing > Get the Attention of the Right Segment

Different Users /

Customers

with different intent

Buy

Inform

Contact

User

Interaction

User Segments

List A : Specific Interest

List C : Checkout Process

List D : Transaction

Cross-Device Tracking > UserId

HomeWork

Login > Get UserId

Login >

Remember

Enhanced E-Commerce > Understand the Shopper

User (Buy) Get Data Understand Customer

Cross-Domain Tracking > Way Easier.

With GTMWithout GTM

Hard-coded. Every time. Easier to change.

SEO > Yes, SEO (Markups / Schema)

Output (SERPs)

Code (Input)

Cool, but… why?

¯\_(ツ)_/¯

Why? How did it help the client?

1. Lengthy Release Cycles (1-2 Months) � immediate

– Faster Insights for Marketing & Management

– Agile Process

– Goal-oriented spending of Marketing Budget

2. Economies of Scale

But. (Not Another Funnel)

General Interest

Specific Interest

First Interaction

First Step in Conversion

ConversionConversion

Channels (Acquisition)

Website / Page Visit

Page Visit + Minutes Spent + Scroll Depth

� Remarketing List A

Interaction / Event (e.g. Accordion Click, Map Click) + Scroll

� Remarketing List B

Checkout Process / First Form Step

� Remarketing List C

Form Completion / Transaction

� Remarketing List D (Loyalty)

./.

./.

./.

./.

“If you don’t know where you’re going,

any road will take you there.”

- George Harrison / Lewis Carroll, Alice in Wonderland

Thanks.

jwendler@yourposition.ch