"Taster Slides" for Most advanced GTM implementation

#emetrics @PHILPEARCE

New York 26th Oct 2016

Learnings from the most Advanced GTM Deployment I have ever done!

(On a site with 1 billion hits a month) By Phil Pearce

I`m an Analytics Adventurer & Explorer!

I recently did 8 countries in 12 weeks = 4.6 days per country

Agenda 1. Set the scene

– Size – Complexity – Timelines

2. How we got there – Tools – Strategy

3. Conclusion & take always – Checklist – Solution Library

4. Questions

Last week I did a twitter survey….

“How many Google Tag Manager installations have

YOU done?” 1. Newbie: 1-3 installation 2. Experienced: 4-10

installation 3. Advanced: 10+ installation

Survey results https://plus.google.com/117298997433687198127/posts/dW5TjdS7XEV https://twitter.com/philpearce/status/779678727861104640

Super Experienced people

https://plus.google.com/117298997433687198127/posts/dW5TjdS7XEV




https://twitter.com/philpearce/status/779678727861104640

https://twitter.com/philpearce/status/779678727861104640

AdWords …I have done alot more than 10 GTM & GA Implementations

This is the story of

one such implementation…

So, a beautiful but HUGE new client just signed!

• 400 man-hours GTM project • 600 GA classic events • GA classic to Universal pageview migration • Inhouse TMS.js migration to GTM • 6 CMS platforms • Only 3 months to complete! • Fine per task, if not completed within the timeline!

Project Complexity

Source: builtwith.com/detailed/behemothclient.com

Over 6+ CMS platforms & multiple analytics solutions!

http://builtwith.com/detailed/behemothclient.com

Project Size

Huge site!

Number of pages indexed on Google

2,680,000 results

350,000 results

Switch from GA classic to GA universal

Migrate existing 200 GA events in GTM

Add 400 GA events (auto-events)

Move pageview from TMS.js (inhouse TMS) into GTM

Preliminary GTM account audit

Behemoth

Project Timeline to climb the mountain

3 month Deadline…

If missed = financial penalties per task!

In Reality…

Inhouse IT dept slow to respond, thus impossible to enforce the task based fines.

How did we get to the Summit?

And more importantly...

• What went right?

• What went wrong?

The Win was deliver by Technical & Tactical working together!

Business Technical

Plus lots of Tools & Techniques!

Technical (Phil) • Testing Tools • Strawman Test environment • Separate DEV & LIVE environments • Auto-QA • Failsafe deadman switch • Security • Governance of Logins & access levels • Controlling Risk factors

Tactical (Agency) • Task prioritisation

• Split based on “required client dependencies”

• Sorted based on cost vs benefit • Weighted based on strategically

important items

Wins Mistakes Wins Mistakes

Tools

Technical

GA classic >> GA universal

migration comparison +/-2%

Download Link removed in Taster slides

Auto-QA for lots of GA events


GTM auto-event config file

Reminder: open the import files in notepad, then find & replace “yourdomain” and “yourdomain\\.com” with YOURDOMAIN before import.


Separate GTM-live & GTM-Dev

1. Server-side switch example

Code hidden in taster

slides

2. Client-side switch example <!– Client Side Switch: Google Tag Manager: Output myGTMID -->

<script>

var myHostname = window.location.hostname;

var myGTMID = 'GTM-xxx1'; // LIVE

if(myHostname === 'staging.behemothclient.com' || myHostname === 'localhost'){

myGTMID = 'GTM-xxx2'; // DEV

}

</script>

 <noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-xxx1"

height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>

<script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':

new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],

j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=

'//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);

})(window,document,'script','dataLayer', myGTMID);</script>



Working example… saintsandstrangers.behemothclient.com

Code hidden in taster slides

PII prevention filters PP01a: TidyURL - Replace email with [email protected] (start of string) URL (.*?)(=|%3D)([a-zA-Z0-9_.+\-]+(@|%40)[a-zA-Z0-9\-]+\.[a-zA-Z0-9\-.]+)($|&.+)

Output URL [email protected]$A5

PP01b: TidyURL - Replace email with [email protected] (end of string) URL (.*)(=|%3D)([a-zA-Z0-9_.+-]+(@|%40)[a-zA-Z0-9-]+\.[a-zA-Z0-9-.]+)($|&.+)

Output URL [email protected]$A5

PP02a: Tidy EventLabel - Replace email with [email protected] (start of string) EventLabel (.*?)(=|%3D)([a-zA-Z0-9_.+-]+(@|%40)[a-zA-Z0-9-]+\.[a-zA-Z0-9-.]+)($|&.+)

Output EventLabel [email protected]$A5

PP02b: Tidy EventLabel - Replace email with [email protected] (end of string) EventLabel (.*)(=|%3D)([a-zA-Z0-9_.+-]+(@|%40)[a-zA-Z0-9-]+\.[a-zA-Z0-9-.]+)($|&.+)

Output EventLabel [email protected]$A5

RegEx filter hidden in taster slides

Local Test Environment "Strawman unit tests"

Local Test Environment

Click to switch versions

Demo Link removed in Taster slides

Tactical (Business)

Business

Resource Planning Gantt (The "Who")


Milestones & Deadline planning (The "When")


Preliminary assessment of Scale of Task…

GTM audit Download Link removed in Taster slides

Governance: Controlling multiple-user changes...

...whilst plane is in mid-flight!

Multiple users: Check-in/Check-out

Solution1: Check-in/Check-out processes and enforce View | Edit access.

Email Role Account Permissions

01. LIVE

02 DEV

[email protected] Administrator manage users edit publish

[email protected] Tester view

[email protected] Administrator manage users view view

[email protected] Administrator manage users view view

[email protected] Tester view view

[email protected] Tester view

When Check-out set to read-only

Solution2: Create User sandboxes User1 | User2 >> DEV >> LIVE

Multiple users: sandboxes

Email Role Job title Account Permissions

01. LIVE

02 DEV

Marys Sandbox

Mathews Sandbox

[email protected] Administrator Implementation Specialist manage users edit publish view view

[email protected] Tester Project Manager view

[email protected] Administrator Systems Admin manage users view view view view

[email protected] Administrator Analyst manage users view view publish view

[email protected] Publisher Marketing Manager view view publish

[email protected] Tester Robot Unit Tester view

GTM-xxx1 GTM-xxx2 GTM-zzzz GTM-xxxx

GTM user access audit bit.ly/gtm-access-sheet2

<< Example Tools

http://bit.ly/gtm-access-sheet2





Summary of safety features

1. 2 stage authentication

2. PII protection - via GA filter on URI & eventLabel

3. JS error tracking profile

4. Inline switch for GTM-DEV / GTM-LIVE (can be client-side or serverside method)

5. Failsafe/deadmans switch (dataLayer whitelist)

Info hidden on Demo slides

Unexpected avalanches...

Exceeded monthly hit limit!

Note: Hit Tiers above has changed after this project was completed, so there`s now more granular tiers.

$$$

Solution: renaming universal object “ga” to “ga2”

A/B testing tool was sending GA event hits to all trackers on every page = 3x hits

Answer Hidden

Set utmz cookie - so that inline gaq.push events still work, but don’t effect hitlimit

Solution: _initData var _gaq = _gaq || []; _gaq.push( ['_setAccount', 'UA-1-1'], ['_addIgnoredRef', {{Page Hostname}} ],

['_addIgnoredRef', {{Page Hostname - www removed}} ], ['_setDomainName', {{jsm_setTopLevelDomain}} ], ['_setAllowLinker', true], ['_initData'] );

plus.google.com/117298997433687198127/posts/McER3buexek

Code hidden in taster slides

https://plus.google.com/117298997433687198127/posts/McER3buexek

https://plus.google.com/117298997433687198127/posts/R5r3Bp88ir7

Creative solution: Enable cross-domain tracking in the Cart funnel without IT dept involvement



Automatic Process Summary

Project Learnings/Improvements

1. Remove "human factor" (e.g. manual export from DEV to LIV)

2. Auto-QA change to use TagID and auto-detect if new GA event added in GTM.

3. Enforce GTM audit at the beginning (not optional task) 4. Enforce a Project summary and feedback session at the end of every

phase (not optional task) 5. Move onto insight, dashboards, A/B testing or BigQuery sooner.

Hidden in taster slides

Checklist of Tools

Removed from taster slides

Thankyou & Questions Phil Pearce Senior Web Analyst and GTM specialist

[email protected]

linkedin.com/in/philpearce

Web

Analytics

Exchange

mentor

750 GA

questions answered Tracking

protection

group

Free Prize for the best question(s).

http://www.linkedin.com/in/philpearce

http://www.linkedin.com/in/philpearce

bit.ly/gtmdevguide2 (free) Prize: GTM developer guide

free!! bit.ly/gtmdevguide2

http://bit.ly/gtmdevguide2

GTM benefits Slides: bit.ly/gtmbenefits

SEO dataLayer Slides: bit.ly/supercharge-ctr

working example: bit.ly/seo-jsonld GTM import file: bit.ly/json-v2

CheatSheet: bit.ly/jsonld-cheatsheet

Templates for Agencies (SEO, PPC, Analytics, GTM)

bit.ly/analyticstemplates

Free tools & Tips (YandexMetrica, Quill, Google Surveys)

Slides: bit.ly/toolsandtips

Top 10 GA reports to save you money

Slides: bit.ly/top10gareports Report links: bit.ly/ga-report-list

http://bit.ly/gtmbenefits

http://bit.ly/gtmbenefits

http://bit.ly/supercharge-ctr



http://bit.ly/seo-jsonld




http://bit.ly/json-v2



http://bit.ly/jsonld-cheatsheet




http://bit.ly/analyticstemplates

http://bit.ly/analyticstemplates

http://bit.ly/toolsandtips

http://bit.ly/toolsandtips

http://bit.ly/top10gareports

http://bit.ly/ga-report-list

Date post:	13-Feb-2017
Category:	Data & Analytics
Upload:	phil-pearce
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"Taster Slides" for Most advanced GTM implementation

Data & Analytics