- Everything to yourself, I've heard
about this thing called
Google Tag Manager,
but I have no idea what it is,
why I would ever wanna
use it in my business,
or more importantly how
it's gonna make me money as
a marketer.
Well, there are actually lots of ways
that Google Tag Manager can help you out.
We're gonna cover all of
those and more in this video.
If you're here watching this video,
it's probably because you've
heard about this tool.
Maybe you know of others
who have started to use it,
or maybe you're working
with somebody who wants you
to start using it and you're just not sure
what the whole thing is about.
It's exactly what we're gonna cover here.
And be sure to stick around
to the end of this video,
because I'm gonna show you something
in Google Tag Manager
you will absolutely love.
All right.
Now, before we get too much
into Google Tag Manager,
let's back up just a
little bit and talk about
what a tag manager is.
Back in the day when the
internet was first coming of age,
there wasn't really
that much to do with it
from a marketer's standpoint.
Nowadays, though, when
you look at what's out,
there's so much to manage
and it can get really, really complicated.
A tag manager helps you to
manage all of your measurement
in one spot.
So you can tell that tag manager,
when somebody buys something,
please tell Facebook,
but also tell Google analytics
and also tell Google ads
and also tell maybe LinkedIn
and wherever else you're
doing advertising,
so that all of your
platforms are coordinated
and all of them are
getting one source of truth
from that same thing, which
in this case is tag manager.
Now, when tag managers
first became available
to the public, to most marketers,
they were paid programs and
they were very, very expensive.
Not too long after, Google
created Google Tag Manager,
which is a free product that
anybody can use to help improve
the measurement of your
own marketing results.
All you need to do is go to
https://tagmanager.google.com
and create your account.
Now, once your account is set up,
you're gonna come to a screen
that kind of looks like this.
This is the general overview screen.
It is really easy to get
confused by this tool,
if you don't have an
understanding of how the parts
and pieces work together.
So what are those parts and pieces?
There's really just three.
The first is here where it says tags.
And you can see here some example tags
that have been set up.
These tags are really just you
telling Google Tag Manager,
here's what I want you to do.
So in this case,
there's a tag that sends a page
view to Facebook analytics.
There's another tag that sends
an event into Google analytics.
The next thing that you'll see
are something called triggers.
Now triggers of the other
part of Google Tag Manager.
And all those are is here's
when I want you to do
the things that I'm asking you to do.
This would just be a trigger
that anytime anybody clicks on
a link, please do this thing.
There's another one here
with a certain click link.
So it's only if they click
on this particular thing,
do I want you to actually do something.
There's one for scroll when
somebody scrolls 10% of the way
or 25 or 50 or 75 or 90% of the way.
And then you've got
timers that are available.
You have something called
visibility triggers
where certain parts of
the page come into view,
even triggers for YouTube videos.
And there's a lot more that are back here.
Now the third piece to this
Google Tag Manager set up are
the variables.
This is just information that
Google Tag Manager will need
to get the job done.
Don't overcomplicate it,
keep it simple.
It's just three parts.
First is the tag, here's I want you to do.
Second is the trigger.
Here's when I want you to do
the thing I want you to do.
And then third and final is the variable,
which is okay here's some
information you're gonna need
in order to get that job done.
And that's really it when it comes
to structuring Google Tag Manager.
So let's talk about some examples.
So we have this thing,
like the Google analytics page view tag.
I'm gonna click into
this just so you can see
what it looks like.
And it looks pretty simple.
All I'm doing here is
I'm telling Tag Manager
when somebody is landing on a
page, tell Google analytics,
a page view has occurred
and this is our variable
that identifies the actual account number.
I can do the exact same thing
with my Facebook PageView pixel.
Just grab your pixel from
Facebook and you can copy it
into a tag and notice
the trigger is the same.
It's all pages.
So whenever somebody
lands on any of my pages,
Facebook knows and Google analytics knows
because Google Tag Manager told them.
And both platforms are
getting the same information
at the same time.
So that way they are more likely
to agree with one another.
So if we come into this event here,
this Google analytics event,
it's called a scroll report.
Now this, we have set up
to tell Google Tag Manager
to report when somebody
scrolls down any of our pages.
And in this case, we've
set up the trigger to say,
when they scrolled 10 25,
50, 75 or 90% of the way,
please tell Google analytics a
few things about that scroll.
And that's all it does.
It says what page they're on.
And it says, how far down they've gone.
That's kind of some of the
cool stuff that you can do
when it comes to Google Tag Manager.
Now I'm gonna click where it says new.
So you can see the different types of tags
that are available.
And if you click in this top box,
you'll see all the different
types that are available
to you.
So if you're using Google
optimize or Google ads,
and if you scroll down to this list,
you will also see that
there are third party tags
that are available for you as well.
I'm gonna show you one in
particular which is Hotjar.
All it asks you for is the
account ID, your Hotjar site ID.
You just pop it in here and then you say,
okay, when do I want
do to light up Hotjar?
I want you to do it on all pages.
So I click in my triggers.
I click all pages.
And now I have this tag
set up to tell Hotjar
that somebody is on my
site and do it anytime any
of my pages are viewed.
It's as simple as that,
Let's talk about some of the
triggers that are available.
If I click on new here,
we click into the box.
So you can see all the
different types of things
that we can use as triggers.
So I have, when the pages load,
these are just different
stages of the page loading up.
We have different clicks that
are happening on the page.
We have different forms of engagement.
So when a certain element
on the page becomes visible,
like maybe if they see
the testimonial section
for a few minutes,
that might be something I wanna measure.
Form submissions.
When they click on a
form to become a lead,
how far down they scroll,
how far through a YouTube
video do they make?
So that's sort of the
stuff that you can measure
with Google Tag Manager
and all of this is built
into the platform.
So you'll have access to this as well.
But remember when I said
there's a brand new thing
that you should be taking advantage of
that actually will make life a lot easier
for you if you're using Facebook?
That's what I wanna show you now.
So we're going to click right
here where it says template.
Now, the way to think
about templates is kind
of like Wordpress.
If you've ever worked with
WordPress in any shape or form,
you know that there
are themes and you know
that there are plugins that are available
and they were made by other people.
So WordPress doesn't make every
single plugin in the world.
It doesn't make every
single theme in the world.
Instead, it allows developers
to make Wordpress better
by creating new themes
and plugins all the time.
That's kind of what Tag
Manager has done as well.
Tag manager has opened up this
whole area called templates.
So now third party
developers, can create tags
that you can use.
So we're gonna click
first in search gallery.
And when you do that,
you see all the different
tags that are available
and they are completely different
from what you've seen before
in Google Tag Manager,
up until this point.
The one that I'm gonna stop at though,
is this one right here, Facebook pixel.
I'm gonna add it into our
workspace here so you can see it.
This actually goes through
and replaces the need to use
the full Facebook script.
So now that we've installed this
into our Google Tag Manager setup,
I'm gonna go back in the tags.
I'm gonna create a new tag.
Only this time, I'm gonna
do the new Facebook way
of doing things.
So we're gonna click into
this tag configuration,
and I'm gonna find this
by scrolling down just
a little bit to where it says custom,
and it says Facebook pixel there.
Now we click on Facebook pixel,
and now you can see it's a lot
different instead of pasting
in the script.
All I need to do is just put in
whatever my account number
is, put in the pixel ID.
And then I say, great, do
a standard page view pixel,
what else can I do?
I could do an add to
cart, I could do a lead,
I could do a purchase,
countless different
Facebook events I can fire.
But I'm just gonna do as
standard page view pixel for now.
The other part is when should I do that?
Well, we want it to do it every
single time somebody lands
on one of our pages.
So it's all pages.
So we'll go through here.
We're gonna save that.
Let's call this FB Page
View Using the Template,
and we save that.
And now that's in our Google
Tag Manager already set up
and good to go.
I've set up this new Facebook pixel,
but I've got to test it.
And I can do that by doing
something called previewing it,
just to make sure that
it's gonna work for me,
and it's gonna work properly
the way I expect it to work.
Once I've confirmed that,
then I submit the changes
and I publish the changes.
And at that point, then it would be live.
Now, if your head is
spinning just a little bit,
that's okay.
Remember, this is just an introduction
into Google Tag Manager.
Click this video to learn more about
how to actually set up Google Tag Manager
from the beginning, including
getting your first tags
up and running.
Otherwise, click here to
go continue your journey
with social media examiners.
We discover more things about measurement.
Either way, I'll see
you in the next video.
