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Analytics Audit and Tag Planning | Lesson 3 (GTM for Beginners)

December 4, 2019


In this lesson, we’re going to plan out our
migration and set up a tag plan. All and more, coming up. Hey there and welcome back to another video
of measureschool.com teaching you the data-driven away of digital marketing. My name is Julian. And in this third lesson of our GTM for beginner
series, we are going to go into the planning stages. This is very important before we implement
anything with Google Tag Manager. We need to be aware of what we actually want
to implement. And in this lesson, we’re going to plan out
a migration of Google Tag Manager. So if we have any kind of data already gathering
on our systems, we want to make sure that we document this in a tag plan. And then we’ll be ready to actually put it
into place in Google Tag Manager that will ensure data quality, which is very important,
and give us some documentation. So if we everyone need to explain or try to
figure out what we have implemented in the first place, we can refer back to a document. And that’s where I came up with the tag plan,
which I’m also gonna link up in the description down below. So if you want to check that out, you can
download it and make a copy for yourself. But now we’ve got lots to cover so let’s dive
in. Welcome back to Google Tag Manager. Now, Google Tag Manager is a great tool to
organize your tools and deploy new tags. But in most of the cases, you’re not actually
working with a brand new website, but there are already tags installed on your website. And we would need to migrate them over to
Google Tag Manager. The first step that we want to take in this
lesson is planning out our implementation. So we would look at our website. What tracking do we have installed? What tracking would we need to transport over
to Google Tag Manager? And generally document our journey so we’ll
be able to decipher our tracking later on and where was it implemented. At this stage, I would encourage you to talk
to anybody who is involved in the website that might have something to do with the tracking. It might be marketing people or developers
who have installed the tracking code on your website. There might be already some kind of documentation
of what was installed or sense of what tools I actually used that gather data on your website. Unfortunately, sometimes it’s the case that
nothing was documented, nobody really knows what tracking codes are installed. And if the website is a little bit older,
it might be that many codes are installed that are not used anymore. Even though Google Tag Manager later on gives
us an interface where we can see all the different codes, we may want to document them beforehand. So we don’t run into the same problem in a
few years when we are trying to figure out our tracking again. So I encourage you to audit your tracking
beforehand, what do you have installed, and then plan out your future implementation. And that’s why it’s very handy to come up
with a tag plan. Now, this is something that you can do outside
of Google Tag Manager, I do it here in a spreadsheet. But any format would really work. And this is a little template that I came
up with where we will document our progress. And what we want to implement with Google
Tag Manager later on. This document will be super helpful if anybody
from your team asked you what tracking codes do we have installed, or future employees
or freelancers that join to help you out with the website and ask you what the tracking
configuration looks like. So here, we can enter all the tools, we will
look at the different pages that we have that are relevant for tracking and any kind of
event interaction tracking and audience tracking. Now, we will do this on the example of our
demo shop. Depending on your website, how big it is,
how many people are involved, and the kind of tools who are running, this can be much
more complex. I want to keep it simple here and just go
through an example. So let’s say I have talked to my team, they
told me they are using Google Analytics, Google Ads, and also the facebook pixel. So I have a little bit of a sense of what
might be installed on the website. And the first hint if something is installed
is actually looking into the page source. So we right click here on view page source. And this will give us our HTML that was downloaded. We have obviously our Google Tag Manager installed. And if we scroll down, we can look at all
the different codes that might be installed here, especially in the head section of the
website. And we see a global site tag here from Google
Analytics. And we also see the facebook Pixel. So that gives us a hint of what is installed
on this page. If you don’t want to really look through code,
you can also install browser extensions that will help you with this. One of these extensions is the tag assistant
by Google. I have it installed here and it will show
us which tags are from Google. The marketing vendor install, we have Google
Tag Manager obviously. Additionally, we have the global side tag
which deploys our Google Ads remarketing and Google Analytics tag. Facebook has a similar extension called the
facebook Pixel Helper where we can see okay, this page, the page view is tracked with the
facebook Pixel. But if you have different other marketing
vendors, there might be extensions out there that are specialized to tell you what data
is sent over from those tools. If you want to have a more general one, you
can get the wasp Inspector, which will add functionality to your Chrome Developer Tools,
which you can find under more tools, then here under developer tools. We see a new tab down here, which is wasp. And if we reload this page, it will give us
a lot of information of what marketing tags were found, and where they actually coming
from. Very helpful tool that I’ve been using for
a while. And I definitely recommend it. With that information, we can go ahead and
fill out our sheet here. So we have as a tool, Google Analytics and Google Ads. And we also are running the facebook Pixel. Now these are all active and gathering data. You could go obviously into your tools and
check whether they are still used. And give a little bit of a description for
Google Analytics. We are doing basic page view tracking for
Google Ads. We are actually doing remarketing with this
tag. And the facebook Pixel is also remarketing
and conversion tracking. Then you can put in some notes. I would encourage you if you want to be fast
later and know where data is going to actually look up certain configurations. In our case for Google Analytics, we can log
into our Google Analytics account and go to the right account and look into the configurations
how it’s actually configured. So I’m going to go to my demo account here, look under the admin section, and then actually
look up the tracking code that would need to be installed. And right here we have our tracking ID. This is the piece of information that I need
later on for my tag deployment. I’m going to enter this into the notes. We also have our Google Ads. Let’s go over to our Google Ads account, here
under Tools, we can go to conversions. And here we find our purchase tracking code
that is installed. Let’s click through and look at the tag set
up. And here, we already find Google Tag Manager. And we would need to have the conversion ID. So let’s input that here. And we also have the facebook pixel. Now again, we can go into our tool, Facebook,
and look this up right here. It depends on your implementation what data
you would need. In our case, it’s this ID here, which we also
saw in our plugin. So here’s the facebook pixel ID, this is something
I would need later on. Now, again, you can see how this might be
useful if you have multiple codes running. And you want to figure out where to which
account is what data sent and overall it just helps us with the documentation for later
reference. So that is it. This is a pretty small implementation of these
three tools. We don’t have any thing else installed on
our little demo store here. So let’s think about of what additional information
we want to track later on with Google Tag Manager. And this is important because we want to purposefully
build in tracking on to our website. We don’t want to take the approach of just
mindlessly deploying any kind of tracking, see what data we can get, and then forget
about it. But rather purposefully built in the tracking
gather data that we want and get insights from that. Otherwise, we face the problem of data overwhelm
where we have a lot of data available, but don’t
really know what to do with it. So let’s take a look at this website here
and write down some pages that might be important for us. On a shop, we obviously have the homepage,
the product pages, we have maybe the interaction of the add to cart click, we have the cart. And if you go further, we have actually the
most important part of an online store, which is the thank you page or the order confirm
page which is right here. This is a page that will become very important
for our tracking later on. Because we want to use this as a conversion
goal in our later tracking deployment. So I want to remember this page. And I’m going to do this by copying the URL
here, it’s go over two pages. And the path that we had this is the exact
path. We have a little bit of a description. And any kind of notes that we want to put
in. This is our thank you page. Again, you could do this much more extensive
here and put in different other page templates or important pages that are relevant to your
tracking later on. Now, let’s talk about some interaction, some
events that we want to track later on. And this is really the power of Google Tag
Manager. We will be able to track any kind of clicks
or form submit on an online store, I would say an important interaction are button clicks
here on the Add to Cart button, for example. So let’s put that into our tag plan. So we have that available later on and know
what to do when we implement. Now, there’s another idea here the audiences
if you wanted to build custom audiences, for example, with the facebook pixel, that’s also
something you could define here in order to build that into your tracking. With this very limited and small tracking
plan. We want to go into the next video and start
migrating over our existing tracking into Google Tag Manager, and also build in our
new tracking and send it on to our tools with the help of Google Tag Manager. All right, so there you have it. This is how you can plan out your migration
audit a little bit of your account and then put that into a tag plan. Now I know the examples that I’ve given a
little bit simplified. Probably, if you have a bigger company, you
probably have more pages that you need to go through and put this all in. But trust me, if you put it all into a tab
plan beforehand, you don’t forget anything. And you don’t wake up with faulty data because
something was forgotten or not re implemented into Google Tag Manager. With that in place. We are now ready to take this to the next
step and actually implement tags with Google Tag Manager and get into the weeds of it. So join me for the next lesson. If you haven’t yet, consider subscribing to
this channel right over there because the new lesson will obviously come out next week. Now, my name is Julian. See you on the next lesson.

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15 Comments

  • Reply gkrish January 24, 2019 at 7:17 am

    First to comment

  • Reply Peer Soetebeer January 24, 2019 at 6:25 pm

    Do you have already the next session available?

  • Reply jude nwachukwu January 24, 2019 at 8:15 pm

    Love your tutorials so so much, Julian

  • Reply Isabella K January 28, 2019 at 4:00 am

    Hey 🙂 I've been really enjoying your vids on GTM and integrating with fb pixel. On the previous version you said the next video would be on adding the conversion (purchase event) pixel to GMT. Can you please redirect me to the video that does this? Thank you 🙂

  • Reply Dodi January 29, 2019 at 8:28 pm

    Coming up….AFTER THIS!!! Damn, it!

  • Reply Caleb Edmundson January 30, 2019 at 3:14 am

    Can you please make a video about pushing information into a dataLayer for people who don't use a wordpress site? I've learned so much from your videos about GTM, but this is the one part that I find the most complicated.

  • Reply Zunair Zakir March 22, 2019 at 12:08 pm

    Let dive in makes me smile :), good lecture Teacher 🙂

  • Reply juan yan May 8, 2019 at 3:19 pm

    Hi Julian,

    Your video is very nice, I like it. I have a small problem,the wasp inspector which I couldn't find it on my Chrome Developer Tools, there is not a new tab named wasp

  • Reply Alex Venus May 20, 2019 at 8:08 am

    Really appreciate these uploads. Great insights

  • Reply Abdul Basit July 16, 2019 at 11:49 am

    What is the difference between google analytics tag and google ads tag, i mean to say if analytics code already installed on website, do we need to paste the first part of google ads also??

  • Reply Anastasia Titova July 26, 2019 at 5:15 am

    you missed the part about what one should do with GA code and events on the website after setting up Google Tag manager.. As you cannot run both codes on the website, they should be deleted and events should be set up in accordance to the events in GA.

  • Reply Tobias Rockermüller August 30, 2019 at 5:33 am

    "RANDOMLY TRACK" everything….buahahahahaha! great stuff man…love it…

  • Reply Page Curie September 19, 2019 at 9:49 pm

    I love following your videos! I can't wait to start taking lessons from your website!!! 79$ a month is pretty penny, but I believe it will be worth it!!!

  • Reply Психолог Николай Лу September 25, 2019 at 1:23 pm

    How can people dislike Julian's videos, they are super clear, straight to the point, and hugely helpful!

  • Reply TitaniumPhysique November 24, 2019 at 5:37 am

    great video! thank you.

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