"Top Tips for Maximizing Tealium iQ" - First Data + WAD, Digital Velocity 2015

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TOP TIPS FOR MAXIMIZING TEALIUM IQWeb Analytics Demystified

First Data

Tealium


TECHNICAL TIPS & TRICKS

Josh West, Web Analytics Demystified


Senior Partner at Web Analytics

Demystified

Member of Tealium’s Customer

Advisory Board

JavaScript “ninja”

Father of 3.6

Pizza chef


FOREIGN INVESTMENT1. Uses for the Currency Converter Tag

CC Image Courtesy of Marco Arment on Flickr


CURRENCY CONVERTER TAG

Ajax request returns

latest exchange rates

Put the tag at the top of

your list so it’s available

to the rest


CURRENCY EXTENSIONS

Modifies a variable

Must select input and

output currencies

Built-in Extension


CURRENCY EXTENSIONS

Can create a new UDO variable

Dynamically determine input

and output currencies

JS Code Extension


COOL USE CASES

Workarounds for currency codes not supported by vendors

Create standardized currency metrics based on a company’s

globally accepted currency code

Create your own global exchange rate


STAY DIALED IN2. Leverage the Tag Status Checker

CC Image Courtesy of Leo Reynolds on Flickr


TAG STATUS CHECKER


TAG STATUS CHECKER

Keep your tags up-to-date

Easily see which tags are current and which should be updated

Identify templates you’ve modified

Save your templates before updating!

Latest

Old

Customized

Not customized


KEEP YOUR CODE FRESH3. Scope and order are important


ORDER OF OPERATIONS

Pre-Loader Extensions

Load Rules

Global Extensions

Bundled Tags

Other Tags & Scoped Extensions


TIP #1Avoid the crutch of the JS code extension

Even good developers make mistakes

But non-developers can’t debug those mistakes or own your

work when you leave


TIP #2Not all tags have to fire all the time!

A tag-scoped extension that returns false will prevent any tracking

requests from being made


TIP #3Adjust the template so tags fire when you want

Will fire on page load and utag.view Will fire on utag.link


GET ORGANIZED4. It’s easy to get lost…


LOAD RULES

Find logical groupings (data layer

elements, vendor rules, etc.)

Avoid load rules based on URLs


TAGS

Identify tags based on where

they’re used – by country, page

type, or however your site is

organized

Group “like” tags together

whenever order of operations isn’t

important

Make it easy for new users to

quickly become location-aware


EXTENSIONS


EXTENSIONS

Find a sort order that works for you (by tag scope, extension

type, etc.)

Clearly label each extension by function and scope


YOU’VE GOT A FRIEND…5. Put Tealium to work for you


THANK YOU

Twitter: @joshovest

Email: [email protected]


MAXIMIZING GOOGLE

ANALYTICS

Lorrin Nahinu, First Data


ABOUT ME

Lorrin Nahinu

Been employed by First Data for over 2

years

First Data is a global payment technology

and services company

Web Development for 11 years

SEO for 9 years

Analytics for 7 years

Some Facts

Colorado Native

Known as a dessert baker at work

Enjoy working on my yard and garden

Just a little bit


ANALYTICS BEFORE TAG MANAGEMENT

Hours of implementation and testing– Cost of a development team

Confirming that all metrics codes are working properly on all pages

Issues with trying to implement new code while previously removing all

the old code.– Removing legacy code without any mishaps

Tealium made all this easier because each code can simultaneously

work and there are no errors when each code is run


GOOGLE ANALYTICSMaximizing the most popular analytics tool on the Internet


GOOGLE ANALYTICS

Google Analytics Facts

Installed on more than 10 million websites

Fluent in over 40 languages

Used by the US Government to correctly

measure activity on Federal Agency sites

Benefits of Google Analytics

Free

Large community of followers

Huge reporting capabilities

Large amount of 3rd party plugins

Integrates with webmaster tools for better

SEO reporting

The facts and benefits


GOOGLE ANALYTICS

Google Analytics provides page views and page speeds for the entire website

Google Analytics’ live data and property distribution

The rich data


PROBLEM THAT WE ENCOUNTERED

Marketing wanted all form

submissions tracked on Brazilian

website

Our window that expanded was

causing issues

We needed to track each field

that was being filled out

Through the Tealium Data Layer

we were able to record all the

data that was requested.


THE DATA LAYER


VIRTUAL PAGE VIEW

Data Layer Creation

Data Layer allows for us to set up a virtual

page view

We placed custom javascript code within the

extensions tab and worked every time the

code was called and the event happened

Each one of these functions helped us send

the data to the event section of Google

Analytics and give our clients great data

UDO Parameter

Data Layer and why we use it


TEALIUM SCRIPT

Data Layer Creation

Data Layer allows for multiple UDO

variables to be recorded

Our Tealium Script uses the utag data to

record the Event Category, Action, Value,

and Virtual Pageview

Each one of these functions helps send the

data to the event section of Google

Analytics

Tealium Script



THE DATA LAYER SOLUTION

Google Analytics

Data Layer allowed us to implement the

events without modifying the tag

The Tealium script ran every time to record

any interaction that was happening with the

form

Each one of these functions helped us send

the data to the event section of Google

Analytics (explained on the right)

Google Analytics Events



THE TEALIUM SOLUTION

Using Tealium has helped us by allowing one tag manager for all of our

analytics solutions

The Data layer has proved invaluable on an ever-growing website

where recording the form actions on all pages is tedious

Easy implementation has sped up our development process

Tealium made all this easier because a dedicated group of developers

managing analytics isn’t needed, just a few focused people


THANK YOU


TEALIUM TIPS & TRICKS

Justin Fitzgerald, Tealium


JUSTIN

FITZGERALDManager, Deployment Solutions

10 years in software development

3 years in tag management

40+ Tealium iQ deployments

4.5 USTA NTRP Rating


TIPS & TRICKSIntroduction

1. Work Flow

– Publish History

– Versioning

– Do’s and Don’ts

2. Performance

– Faster Tags

– Faster Pages

– Advanced Settings


TIPS & TRICKS: WORK FLOWWhy it’s important

You will forget

You will need help

Plans change


TIPS & TRICKS: WORK FLOW

Avoid: Default Version Names

Difficult to browse

Avoid: Lazy Notes

Be helpful to yourself and others

Version History



Specific Version Names

Be detailed

Keep the timestamp

Detailed Save Notes

Be helpful to others

Remind yourself what you did

Tip #1: Be Descriptive



“Staircase”

Difficult to browse

Not every save is important

Be cautious

“Clobbering”

Last Prod version is lost



When to use “Save as…”

When current version is Prod

When starting a new group of edits

When starting a new Dev or QA version

When you aren’t sure

Tip #2: Save as



Configure Publish Settings > Version Workflow

Require Approval for Prod publish

Take Advantage of User Permissions

Tip #3: Workflow Management



Configure Publish Settings > Lock Profile

Avoid concurrent user conflicts

Take Advantage of User Permissions

Tip #4: Lock Profile



Tag > Advanced Settings > Publish Locations

More control of your tags

Avoid accidental publish to Prod

Maintain separate versions of a tag

Tip #5: Tag Publish Locations



Use descriptive version names

Write detailed save notes

Use “Save as…” effectively

Prod Publish Approval

Lock Profile

Control Your Tags

Summary


TIPS & TRICKS: PERFORMANCEIntroduction

Page Performance– Prioritize the user experience

– Let the page render

– Keep your visitors

– utag.js default

Tag Performance– Prioritize tag execution

– Get your data

– Adjustable in TiQ


TIPS & TRICKS: PERFORMANCETip #1: Tag Run Order

Move Important Tags To Top– Tags are run in the order they appear in TiQ

– Combine with “Wait Flag=No” for fastest

option

– No effect on page performance

Move Slow Tags to Bottom


TIPS & TRICKS: PERFORMANCETip #2: Wait Flag

“Wait Flag”– This flag determines if the tag should

fire immediately when utag.js is

readyor if it should wait until the page

is ready (DOM-ready)

– Default: Wait Flag=Yes

– Prioritize Tag: Wait Flag=No

– Most effective when utag.js at top of

<body>


TIPS & TRICKS: PERFORMANCETip #3: Bundled Tags

What is bundling? – utag.js is loaded on every page

– Each vendor tag is loaded in a separate utag file

– Bundled tags are packaged into utag.js

– Consolidate many files into one


TIPS & TRICKS: PERFORMANCETip #3: Bundled Tags

Why is bundling important?– Minimize downloads to page

Google/Yahoo #1 tip for site optimization

– https://developer.yahoo.com/performance/rules.html

– https://developers.google.com/web/fundamentals/performance/optimizing-

content-efficiency/eliminate-downloads?hl=en

– Improves HTTP performance for mobile users on 3G/4G

– Improves Landing Pages

40-60% of users experience an “empty cache” page view

http://yuiblog.com/blog/2007/01/04/performance-research-part-2/

https://developer.yahoo.com/performance/rules.html

https://developers.google.com/web/fundamentals/performance/optimizing-content-efficiency/eliminate-downloads?hl=en


TIPS & TRICKS: PERFORMANCE

Bundling “All Pages” Tags

Configure Publish Settings

Applies to tags with “All Pages” load rule

Bundling Individual Tags

Tag Configuration > Advanced Settings >

Bundle Tag

Good for “Conversion Tags”

Tip #3: Bundled Tags


TIPS & TRICKS: PERFORMANCE

Understand Tag Load Order

Wait Flag

Bundle “All Pages” Tags

Bundle Individual Tags

Summary


THANK YOU

Date post:	16-Jul-2015
Category:	Data & Analytics
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"Top Tips for Maximizing Tealium iQ" - First Data + WAD, Digital Velocity 2015

Data & Analytics