Google Tag Manager (Manual in English)

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, which opens website content) and then all other codes are added to website through the container with no need of interference in a websites source code. Remember! The container should be installed on each subpage of our service. As, for example, Analytics code. It is so important that in the case of omitting any subpage there is no possibility to add tags with GTM on it. Thats why we will not be able, for example, to use Analytics code on it, if we want to install a tracking code with GTM. What are tags? Tags are tracking codes which we want to paste on a website with the GTM tool. The Tag is a script, e.g. Google Analytics that we paste usually in the websites code. It can be also AdWords conversion tag, remarketing tag or other marketing tool tag which require adding some fragment of the code on our website. What are rules? Rules are nothing else than principles when a given tag is to be fired in the container. For example, if we added a tag of AdWords conversion tracking, we would not like to fire this code on each subpage of the service but only on the website which confirms doing a desired action by visitor purchase, e-book download, filling in a form, etc. Such a website can be determined as a last website in some process to aim, on which it is information confirming this action, for example Thank you for purchase. Its URL address can look i.e. To count a conversion in AdWords, when someone achieves the end of conversion path and 11 sees the above website, we must create a rule in GTM which will define a condition of firing the conversion code. The condition (rule) could say as follows: Fire the Adwords conversion code when there is a word thank you in URL address. In other case the code will not be fired and the conversion will not be counted. What are macros? A definition: Macros are the pairs "name-value" whose value is completed in the course of action. For example, an initially defined macro named URL is defined in this way that its value of actual URL of the website. This is a definition. Because macros are a bit more complicated elements we will deal with them a little later by the way of more advanced use of GTM. They are not required for simple standard installations but we rather cannot ignore its importance. Summary So, how can all these elements be easily summarized while explaining their relationships between them? Tags are codes which we want to place on the website (e.g. Google Analytics code), rules are used for defining when a given tag is to be fired (e.g. GA code is to be fired on all pages), while macros are used for automating and simplifying work with data which are necessary for tag and rule working on our website. 12 Google Tag Manager on the website Google Tag manager can be used in the case of most codes which we have to add to our website to benefit from such mechanisms like statistics of website views, conversion tracking or other data needed for marketing actions. In the following steps we will move to the process of correct installation of GTM on the website by implementing the most popular tags. Meanwhile, we will explain all functions and concepts, which may not be clear in official GTM help. Google Tag Manager installation step by step Google Tag Manager installation is very simple and includes few steps. They are: creating an account, creating a container, settings configuration and installation of first tags i.e. tracking codes. Although the first actions are quite simple, the questions will arise just surely at the beginning of actions. I will try to foresee them here and explain ;). Step 1 Create a GTM account This action is very simple. You need only to enter and create an account. First container What a container is we have explained at the beginning of this e-book. Now it is time for its creation and installation. 13 A good practice is just to name a container as we have named our account but it is not obligatory. Perhaps we will have soon several containers, so it is important to create the terminology system. The subject of terminology is essential because our account with time will be bigger as we will add next tags, macros and rules. We will have to know what they are used for. Then we have to choose where we want to use our container, on a website or in the mobile application. It is also one of the advantages of GTM that we can use it to administer tags, and even administer changes in mobile applications. We will write more about it later. If I have a lot of domains, subdomains, so how many containers do I need? How many containers should I create? It was my first question, which came to my mind while creating the first GTM account. Generally, if I have a lot of domains but they are not connected with one another, it is a good practice to keep the principle one domain one account - one container. It allows keeping an order while it does not disturb to administer them because we can administer a 14 lot of GTM accounts from the level of one login and password. It is seen on the image below where with one login I have an access to many GTM accounts. Lets come back to the installation of the first container. Because actually we implement GTM on the website, we choose an option of a container just for the website. If we implement tag manager in application, we will choose a suitable version of mobile applications. When choosing a version for a website an available container will occur to be pasted on our website. 15 We copy a ready code of the first container as a whole and paste it on our website. The best place to paste a container code is a place directly below the tag which opens the website content - . We will find it easily in the website code by the option search in content. We can see how it looks like for a sample website by clicking the right mouse button on the website content and choosing Show the website source. 16 What if we cannot put the GTM code in the place described above? Remember that the best place for a container, which guarantees the best data collecting, is the place directly below the tag. Unfortunately, there is no guarantee that our codes implemented by GTM will be called correctly if we change the place of the container. Especially I do not recommend pasting the container code in the section because the script includes iframe which can cause an unexpected action of the browser. Step 2 Create the first tag As we have seen in the image from p. 13, after creating the first container we can see, at once, several built-in tags at our disposal ready to be installed on our website. As you can see the most popular Google tags are there, we have also available Doubleclick tags. There are also several tags of other companies available in GTM. In addition, there are custom tags (Custom HTML) thanks to which we can actually place every other tag on our website, even if it is not normally on the standard GTMs tag list. We will discuss implementation of the most popular tags in details in a moment. Now we will stop for a while and discuss settings and functionality of the account, which we will use in a while. Settings and functionality of the GTM account While creating the GTM account and the first container we have one user (i.e. ourselves). In GTM account we can add next containers and users. As we can see below we can use the New button and add a user or a container. 17 According to what I have written before, a good practice is to keep a rule one account, one domain, one container. However, we can ignore this principle in different cases. Many domains we treat as the whole. Then we can use one container for many domains because rules, tags and macros cannot be divided between containers. If all domains are to be configured in a similar way, the use of one contai