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© 2015 Tealium Inc. All rights reserved. | 3
TOP TIPS FOR MAXIMIZING TEALIUM IQWeb Analytics Demystified
First Data
Tealium
© 2015 Tealium Inc. All rights reserved. | 4
TECHNICAL TIPS & TRICKS
Josh West, Web Analytics Demystified
© 2015 Tealium Inc. All rights reserved. | 5
Senior Partner at Web Analytics
Demystified
Member of Tealium’s Customer
Advisory Board
JavaScript “ninja”
Father of 3.6
Pizza chef
© 2015 Tealium Inc. All rights reserved. | 6
FOREIGN INVESTMENT1. Uses for the Currency Converter Tag
CC Image Courtesy of Marco Arment on Flickr
© 2015 Tealium Inc. All rights reserved. | 7
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
© 2015 Tealium Inc. All rights reserved. | 8
CURRENCY EXTENSIONS
Modifies a variable
Must select input and
output currencies
Built-in Extension
© 2015 Tealium Inc. All rights reserved. | 9
CURRENCY EXTENSIONS
Can create a new UDO variable
Dynamically determine input
and output currencies
JS Code Extension
© 2015 Tealium Inc. All rights reserved. | 10
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
© 2015 Tealium Inc. All rights reserved. | 11
STAY DIALED IN2. Leverage the Tag Status Checker
CC Image Courtesy of Leo Reynolds on Flickr
© 2015 Tealium Inc. All rights reserved. | 13
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
© 2015 Tealium Inc. All rights reserved. | 15
ORDER OF OPERATIONS
Pre-Loader Extensions
Load Rules
Global Extensions
Bundled Tags
Other Tags & Scoped Extensions
© 2015 Tealium Inc. All rights reserved. | 16
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
© 2015 Tealium Inc. All rights reserved. | 17
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
© 2015 Tealium Inc. All rights reserved. | 18
TIP #3Adjust the template so tags fire when you want
Will fire on page load and utag.view Will fire on utag.link
© 2015 Tealium Inc. All rights reserved. | 20
LOAD RULES
Find logical groupings (data layer
elements, vendor rules, etc.)
Avoid load rules based on URLs
© 2015 Tealium Inc. All rights reserved. | 21
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
© 2015 Tealium Inc. All rights reserved. | 23
EXTENSIONS
Find a sort order that works for you (by tag scope, extension
type, etc.)
Clearly label each extension by function and scope
© 2015 Tealium Inc. All rights reserved. | 25
THANK YOU
Twitter: @joshovest
Email: [email protected]
© 2015 Tealium Inc. All rights reserved. | 27
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
© 2015 Tealium Inc. All rights reserved. | 28
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
© 2015 Tealium Inc. All rights reserved. | 29
GOOGLE ANALYTICSMaximizing the most popular analytics tool on the Internet
© 2015 Tealium Inc. All rights reserved. | 30
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
© 2015 Tealium Inc. All rights reserved. | 31
GOOGLE ANALYTICS
Google Analytics provides page views and page speeds for the entire website
Google Analytics’ live data and property distribution
The rich data
© 2015 Tealium Inc. All rights reserved. | 32
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.
© 2015 Tealium Inc. All rights reserved. | 34
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
© 2015 Tealium Inc. All rights reserved. | 35
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
Data Layer and why we use it
© 2015 Tealium Inc. All rights reserved. | 36
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
Data Layer and why we use it
© 2015 Tealium Inc. All rights reserved. | 37
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
© 2015 Tealium Inc. All rights reserved. | 40
JUSTIN
FITZGERALDManager, Deployment Solutions
10 years in software development
3 years in tag management
40+ Tealium iQ deployments
4.5 USTA NTRP Rating
© 2015 Tealium Inc. All rights reserved. | 41
TIPS & TRICKSIntroduction
1. Work Flow
– Publish History
– Versioning
– Do’s and Don’ts
2. Performance
– Faster Tags
– Faster Pages
– Advanced Settings
© 2015 Tealium Inc. All rights reserved. | 42
TIPS & TRICKS: WORK FLOWWhy it’s important
You will forget
You will need help
Plans change
© 2015 Tealium Inc. All rights reserved. | 43
TIPS & TRICKS: WORK FLOW
Avoid: Default Version Names
Difficult to browse
Avoid: Lazy Notes
Be helpful to yourself and others
Version History
© 2015 Tealium Inc. All rights reserved. | 44
TIPS & TRICKS: WORK FLOW
Specific Version Names
Be detailed
Keep the timestamp
Detailed Save Notes
Be helpful to others
Remind yourself what you did
Tip #1: Be Descriptive
© 2015 Tealium Inc. All rights reserved. | 45
TIPS & TRICKS: WORK FLOW
“Staircase”
Difficult to browse
Not every save is important
Be cautious
“Clobbering”
Last Prod version is lost
© 2015 Tealium Inc. All rights reserved. | 46
TIPS & TRICKS: WORK FLOW
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
© 2015 Tealium Inc. All rights reserved. | 47
TIPS & TRICKS: WORK FLOW
Configure Publish Settings > Version Workflow
Require Approval for Prod publish
Take Advantage of User Permissions
Tip #3: Workflow Management
© 2015 Tealium Inc. All rights reserved. | 48
TIPS & TRICKS: WORK FLOW
Configure Publish Settings > Lock Profile
Avoid concurrent user conflicts
Take Advantage of User Permissions
Tip #4: Lock Profile
© 2015 Tealium Inc. All rights reserved. | 49
TIPS & TRICKS: WORK FLOW
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
© 2015 Tealium Inc. All rights reserved. | 50
TIPS & TRICKS: WORK FLOW
Use descriptive version names
Write detailed save notes
Use “Save as…” effectively
Prod Publish Approval
Lock Profile
Control Your Tags
Summary
© 2015 Tealium Inc. All rights reserved. | 51
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
© 2015 Tealium Inc. All rights reserved. | 52
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
© 2015 Tealium Inc. All rights reserved. | 53
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>
© 2015 Tealium Inc. All rights reserved. | 54
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
© 2015 Tealium Inc. All rights reserved. | 55
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/
© 2015 Tealium Inc. All rights reserved. | 56
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
© 2015 Tealium Inc. All rights reserved. | 57
TIPS & TRICKS: PERFORMANCE
Understand Tag Load Order
Wait Flag
Bundle “All Pages” Tags
Bundle Individual Tags
Summary