Google Tag Manager Advanced - SEOCampixx 2016
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![Page 1: Google Tag Manager Advanced - SEOCampixx 2016](https://reader031.fdocuments.net/reader031/viewer/2022013005/5879f35b1a28ab70298b5175/html5/thumbnails/1.jpg)
Google Tag Manager AdvancedJan Berens / Thomas Czernik
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Jan Berens
➔ Administrator Tracking & Webanalyse
➔ bei der Parfümerie Douglas GmbH in Köln
➔ Freizeit - SEO, - Affiliate, - Techie
➔ bloggt ein bisschen auf www.janberens.de
➔ über Web Tech- , SEO- , Tracking- und Affiliate- Zeugs
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Thomas Czernik
➔ pixelart GmbH
➔ Online Marketing Manager
➔ @mindbreak | wrel.de | [email protected]
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Inhalt
➔ Häufige Fehler mit dem GTM➔ Best Practice Setup GTM➔ Google Event Tracking Advanced➔ GTM Hacks
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Häufige GTM Fehler
• Aktivieren bei… / Auslösen bei…• Vorschau Reloading• dataLayer Initialisierung
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Aktivieren bei… / Auslösen bei…
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Aktivieren bei… Auslösen bei…
Wann soll der Trigger aktiviert werden bzw. wann soll der EventListener aktiviert werden.
Bei welcher Aktion soll mein Trigger ausgelöst werden.
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Aktivieren bei… / Auslösen bei…
Hier soll mein Trigger aktiviert werden.
Hier soll mein Trigger ausgelöst werden.
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Vorschau Reloading
Vorschau Modus aktiviertÄnderungen durchgeführtÄnderungen werden nicht in der Debug Console
angezeigt?
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dataLayer Initialisierung
<body>
dataLayer
GTM Code
Quelle: https://developers.google.com/tag-manager/devguide
</body>
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dataLayer Initialisierung
GTM Code
Quelle: https://developers.google.com/tag-manager/devguide
<body> <script> dataLayer = [{
'loggedin': 'true' }];</script>
<!-- Google Tag Manager --><noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-577WGR"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','GTM-577WGR');</script><!-- End Google Tag Manager -->
</body>
dataLayer
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dataLayer
GTM Code
dataLayer Initialisierung
<body>
</body>
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dataLayer Initialisierung
GTM Code
<body> <script>
<!-- Google Tag Manager --><noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-577WGR"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','GTM-577WGR');</script><!-- End Google Tag Manager --> dataLayer = [{
'loggedin': 'true' }];</script>
</body>
dataLayer
● Tag Manager initialisiert dataLayer Variable
● GTM initialisiert diverse EventListener für den dataLayer
● dataLayer wird neu gesetzt
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dataLayer Initialisierung
GTM Code
Google Tag Manager ist unbrauchbar
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dataLayer.push
GTM Code
<body> <script>
<!-- Google Tag Manager --><noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-577WGR"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','GTM-577WGR');</script><!-- End Google Tag Manager --> dataLayer.push({
‘event': 'emailClick' });</script>
</body>
dataLayer
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dataLayer.push
<body> <script>
<!-- Google Tag Manager --><noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-577WGR"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','GTM-577WGR');</script><!-- End Google Tag Manager → window.dataLayer = window.dataLayer || [];dataLayer.push({
‘event': 'emailClick' });</script>
</body>
dataLayer
Noch besser
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Best Practice
• Naming Convention• Ordner• Cleanup• Environments
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Naming Convention
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Naming Convention
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Naming Convention
• Ab 20 Tags ist es schwer den Überblick zu bewahren
• Naming Conventions bei den Tags, Triggers und Variablen
• Englisch
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Naming Convention - Tag
Wer Was Wo
Tool / Service PDF DownloadVerkauf
Dankesseite
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Naming Convention - Tag
Wer Was Wo
GA - Pageview - All PagesGA - PDF Download - on PDF click
GA ET - ecommerce transaction - thank you page
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Naming Convention - Variablen
Selbsterklärende VariablenbezeichnungGA Tracking CodeLogin Status...
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Cleanup
Gleiche Tags / Triggers Variablen in Ordner gruppieren
Unbenutzte Trigger löschen
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Cleanup
Ungenutzte Variablen deaktiveren / löschen
Wie kann ich das testen?
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Versionen
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Versionen
• Was wurde bei welcher Version geändert?• Bei mehreren Bearbeitern ⇒ kaum Überblick• Wann wurde was online gestellt?
Keine Veröffentlichung ohne Umbenennung und Notiz
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Versionen
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Environments
• Verschiedene Umgebungen: Development, Staging, Live
• Mehrere Änderungen können veröffentlicht werden
• Vorschaulink für QA oder PMs
• Zugriffskontrolle
• “Umgebungsspezifische” Einstellungen
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Environments - Setup
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Environments - Setup
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Environments
Version 1
Version 3
Version 2
LIVE
Development
LIVE
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Environment - Unterschiedliche GA Codes
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Environment - Unterschiedliche GA Codes
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Tracking Outbound Links
als Google Analytics Event
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Neue Variable „ElementDomain“ anlegen
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Trigger einrichten
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Trigger auf allen URLs aktivieren
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Trigger fertig einrichten
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Google Analytics Event Tag anlegen
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Event Kategorie / Aktion / Label festlegen
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Trigger und Tag zusammenführen
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Tracking mailto Links
als Google Analytics Event
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Trigger anlegen
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Google Analytics Event Tag anlegen
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Event Kategorie / Aktion / Label festlegen
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Trigger und Tag zusammenführen
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Tracking File Downloads
als Google Analytics Event
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JavaScript Variable anlegen
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JavaScript Code
function() {return {{Click URL}}.split(".").pop();
}
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Trigger anlegen
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Google Analytics Event Tag anlegen
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Event Kategorie / Aktion / Label festlegen
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Trigger und Tag zusammenführen
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GTM Hack: Facebook Targeting an Adwords
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im Facebook Ad Manager / Powereditor
➔ FB Targeting erstellen➔ z.B.: nur Männer, im Alter 18 – 35, Interesse
Porsche 911➔ Parameter an Landingpage URL hängen➔ z.B.: fbtarget=m1835porsche911
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im Google Adwords Konto
➔ Adwords Remarketinglisten analog zu FB Audiences
➔ Parameter für GTM kopieren➔ Conversion-ID➔ Conversion-Label
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Variable anlegen
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Suchanfrageschlüssel = URL Parameter
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Trigger erstellen
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Tag anlegen
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Trigger und Tag zusammenführen
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GTM Hack: Tracking- / Cookie-Weiche
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Trigger „Landingpage Tag“ anlegen
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„Landingpage Tag“ anlegen
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JavaScript Code – Teil 1
<script language="javascript" type="text/javascript"> var query = window.location.search.substring(1); var vars = query.split("&"); for (var i=0;i<vars.length;i++) { var pair = vars[i].split("="); if(pair[0] == "saleschannelid") { var d = new Date(); d.setTime(d.getTime() + (30*24*60*60*1000)); var expires = "expires="+d.toUTCString(); document.cookie = "saleschannel=" + pair[1] + "; path=/; " + expires; } }
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JavaScript Code – Teil 2
if(typeof pair[1] == "undefined") { var ref = document.referrer.split('/')[2]; if (ref == "www.google.de" || ref == "www.bing.com" || ref == "r.search.yahoo.com") { var d = new Date(); d.setTime(d.getTime() + (30*24*60*60*1000)); var expires = "expires="+d.toUTCString(); document.cookie = "saleschannel=seo; path=/; " + expires; } }</script>
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Trigger und Tag zusammenführen
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First-Party-Cookie Variable erstellen
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Trigger „Conversion Tag“ anlegen
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„Conversion Tag“ erstellen
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Trigger und Tag zusammenführen
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Cookie löschen für eine One-Time Conversion
<script language="javascript" type="text/javascript"> var d = new Date(); d.setTime(d.getTime() + (1000)); var expires = "expires="+d.toUTCString(); document.cookie = "saleschannel=delete; path=/; " + expires; </script>
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Herzlichen Dank für Eure Aufmerksamkeit!