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@mercertweets #elitecamp2016Elite Camp 2016
How Top Marketers Are Using Google Tag Manager to Improve Their Sales & Leads
- Chris Mercer, SeriouslySimpleMarketing.com
@mercertweets #elitecamp2016Elite Camp 2016
Who is this “Mercer” guy?
• WordPress +
• Analytics +
• Optimization +
• Became…Chris “Mercer” Mercer
@mercertweets #elitecamp2016Elite Camp 2016
Who is this “Mercer” guy?Who is this “Mercer” guy?
@mercertweets #elitecamp2016Elite Camp 2016
Today we’ll chat about…
@mercertweets #elitecamp2016Elite Camp 2016
Let’s talk about you!
@mercertweets #elitecamp2016Elite Camp 2016
Beginner? Go for the basics…
1’s, 2’s & 3’s…
@mercertweets #elitecamp2016Elite Camp 2016
Have some experience? Get ideas…
4’s, 5’s, 6’s & 7’s…
@mercertweets #elitecamp2016Elite Camp 2016
Advanced user? Find verification…
8’s & 9’s…
@mercertweets #elitecamp2016Elite Camp 2016
Expert already? There’s always email…
and finally… the 10’s.
@mercertweets #elitecamp2016Elite Camp 2016
What to expect…
What this is…
(and what this isn’t.)
@mercertweets #elitecamp2016Elite Camp 2016
This has a learning curve…
@mercertweets #elitecamp2016Elite Camp 2016
What is a “Tag Manager”?
@mercertweets #elitecamp2016Elite Camp 2016
Marketers Create a
Campaign
@mercertweets #elitecamp2016Elite Camp 2016
ITGets a
Request
@mercertweets #elitecamp2016Elite Camp 2016
And then…
@mercertweets #elitecamp2016Elite Camp 2016
Marketing waits…
@mercertweets #elitecamp2016Elite Camp 2016
Tag Managers give you control…
@mercertweets #elitecamp2016Elite Camp 2016
Lots of choices…
@mercertweets #elitecamp2016Elite Camp 2016
Lots of choices…
@mercertweets #elitecamp2016Elite Camp 2016
This is a sample of bold text on a full color slide. This is good for quotes, stats, dividers, etc.
Elite Camp 2016 @mercertweets #elitecamp2016
Successful marketersgather marketing insights & use them to adapt quickly.
@mercertweets #elitecamp2016Elite Camp 2016
Google Tag Manager gives you control so you can get
useful insights faster.
@mercertweets #elitecamp2016Elite Camp 2016
Let’s talk about how…
@mercertweets #elitecamp2016Elite Camp 2016
1’s, 2’s & 3’s…
@mercertweets #elitecamp2016Elite Camp 2016
The Install…
@mercertweets #elitecamp2016Elite Camp 2016
Two Main Parts…
@mercertweets #elitecamp2016Elite Camp 2016
“Tags” are how GTM asks...
“What should I do?”
@mercertweets #elitecamp2016Elite Camp 2016
“Triggers” are how GTM asks...
“When should I do that?”
@mercertweets #elitecamp2016Elite Camp 2016
How tags & triggers work together…
(“What should I do?”)
“Fire a Facebook tracking pixel…”
@mercertweets #elitecamp2016Elite Camp 2016
How tags & triggers work together…
(“When should I do that?”)
“…on every page.”
@mercertweets #elitecamp2016Elite Camp 2016
How tags & triggers work together…
(“What should I do?”)
“Report an a sale to Google Analytics…”
@mercertweets #elitecamp2016Elite Camp 2016
How tags & triggers work together…
(“When should I do that?”)
“…whenever a purchase is made.”
@mercertweets #elitecamp2016Elite Camp 2016
How tags & triggers work together…
(“What should I do?”)
“Start collecting session recording data…”
@mercertweets #elitecamp2016Elite Camp 2016
How tags & triggers work together…
(“When should I do that?”)
“…on the order form.”
@mercertweets #elitecamp2016Elite Camp 2016
How tags & triggers work together…
(“What should I do?”)
“Pop up the ‘Live Chat’ window…”
@mercertweets #elitecamp2016Elite Camp 2016
How tags & triggers work together…
(“When should I do that?”)
“…after they’ve been on the order form for 60 seconds.”
@mercertweets #elitecamp2016Elite Camp 2016
Built-in tags…
@mercertweets #elitecamp2016Elite Camp 2016
Built-in tags…
@mercertweets #elitecamp2016Elite Camp 2016
Built-in tags…
@mercertweets #elitecamp2016Elite Camp 2016
Built-in tags…
@mercertweets #elitecamp2016Elite Camp 2016
Built-in tags…
@mercertweets #elitecamp2016Elite Camp 2016
An Example…
@mercertweets #elitecamp2016Elite Camp 2016
Anatomy of a Tag…
@mercertweets #elitecamp2016Elite Camp 2016
Anatomy of a Tag…
@mercertweets #elitecamp2016Elite Camp 2016
Anatomy of a Tag…
@mercertweets #elitecamp2016Elite Camp 2016
Anatomy of a Tag…
@mercertweets #elitecamp2016Elite Camp 2016
The Trigger…
@mercertweets #elitecamp2016Elite Camp 2016
The complete picture…
@mercertweets #elitecamp2016Elite Camp 2016
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Elite Camp 2016 @mercertweets #elitecamp2016
#gtmprotip: If you have the option, use built-in tags.
@mercertweets #elitecamp2016Elite Camp 2016
But what if…
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No built-in? No problem!
@mercertweets #elitecamp2016Elite Camp 2016
Remember the built-in?
@mercertweets #elitecamp2016Elite Camp 2016
Custom HTML tag…
@mercertweets #elitecamp2016Elite Camp 2016
Why use GTM for pixels & tracking?
A Story of Trash Data
@mercertweets #elitecamp2016Elite Camp 2016
This is a sample of bold text on a full color slide. This is good for quotes, stats, dividers, etc.
Elite Camp 2016 @mercertweets #elitecamp2016
Real marketing insights happen when your data provides a useful truth.
@mercertweets #elitecamp2016Elite Camp 2016
Traffic Attribution
4’s, 5’s, 6’s & 7’s…
@mercertweets #elitecamp2016Elite Camp 2016
“Cross Domain” Tracking
Facebook Ad
MySite.comLanding Page
MyCart.com(Checkout)
MySite.comSales Page
MySite.comThank You
Facebook MySite MyCart
@mercertweets #elitecamp2016Elite Camp 2016
“Cross Domain” Tracking
Facebook sends the traffic, but doesn’t get
the credit it’s due.
@mercertweets #elitecamp2016Elite Camp 2016
“Cross Domain” Tracking
Facebook Ad
MySite.comLanding Page
MyCart.com(Checkout)
MySite.comSales Page
MySite.comThank You
@mercertweets #elitecamp2016Elite Camp 2016
“Cross Domain” Tracking
Who gets credit for the sale?
Facebook.
@mercertweets #elitecamp2016Elite Camp 2016
Having to go through IT…
@mercertweets #elitecamp2016Elite Camp 2016
Cutting the cord…
@mercertweets #elitecamp2016Elite Camp 2016
This is a sample of bold text on a full color slide. This is good for quotes, stats, dividers, etc.
Elite Camp 2016 @mercertweets #elitecamp2016
Using GTM to track across domains helps you figure out which traffic sources are working… and when they are working!
@mercertweets #elitecamp2016Elite Camp 2016
Automatically track every click
An Assembly
Line of Clicks!
@mercertweets #elitecamp2016Elite Camp 2016
Why track clicks?
Automatically track every click
@mercertweets #elitecamp2016Elite Camp 2016
Automatically track every click
UsefulTruth
@mercertweets #elitecamp2016Elite Camp 2016
This is a sample of bold text on a full color slide. This is good for quotes, stats, dividers, etc.
Elite Camp 2016 @mercertweets #elitecamp2016
Using GTM to automatically track clicks helps Content Marketers figure out which blog posts are producing results.
@mercertweets #elitecamp2016Elite Camp 2016
Want a more useful truth?
Use Timers
@mercertweets #elitecamp2016Elite Camp 2016
Fun with timers…
AdjustedBounce
Rate
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QualityRemarketing
More fun with timers…
@mercertweets #elitecamp2016Elite Camp 2016
This is a sample of bold text on a full color slide. This is good for quotes, stats, dividers, etc.
Elite Camp 2016 @mercertweets #elitecamp2016
Using GTM timers can help you target and remarket more efficiently.(Spending less yet making more!)
@mercertweets #elitecamp2016Elite Camp 2016
This guy…
And then…
@mercertweets #elitecamp2016Elite Camp 2016
Into the deep end…
8’s, 9’s,(and even 10’s)
@mercertweets #elitecamp2016Elite Camp 2016
Justin had a problem.
Into the deep end…
@mercertweets #elitecamp2016Elite Camp 2016
Supercharge Google Tag Manager
The DataLayer
@mercertweets #elitecamp2016Elite Camp 2016
Supercharge Google Tag Manager
The DataLayer
@mercertweets #elitecamp2016Elite Camp 2016
Justin had a problem.
Into the deep end…
@mercertweets #elitecamp2016Elite Camp 2016
Justin had a problem.
Into the deep end…
@mercertweets #elitecamp2016Elite Camp 2016
You don’t just need analytics, you need analytics you can trust and professionals who can make heads or tails of it. When it comes to implementing systems the only company I trust is Seriously Simple Marketing.
- Justin RondeauDirector of OptimizationDigitalMarketer.com
@mercertweets #elitecamp2016Elite Camp 2016
This is a sample of bold text on a full color slide. This is good for quotes, stats, dividers, etc.
Elite Camp 2016 @mercertweets #elitecamp2016
Using the GTM data layer you can send ecommerce transactions so you know which products are selling.
@mercertweets #elitecamp2016Elite Camp 2016
But wait! There’s more…
Use the Data Layer to Tell Your Story
(And grow into GTM)
@mercertweets #elitecamp2016Elite Camp 2016
Now what?
@mercertweets #elitecamp2016Elite Camp 2016
Now what? 1’s, 2’s & 3’s…
Create an Account &
Setup a Tracking
Pixel
@mercertweets #elitecamp2016Elite Camp 2016
Now what? 4’s and above…
Start Using Events, Timers& the
Data Layer