Google Tag Manager (GTM) Essentials


Google Tag Manager (GTM) is new technology that allows marketers to manage their own analytics, user tracking, campaign tracking, remarketing, and other website code. Tag Manager frees marketers from dependency on IT or web-development departments; when administrators want to add or alter a snippet of analytics or tracking code, they can do it themselves, by adding it to an existing tag container.

This course provides the skills to get up and running with Google Tag Manager quickly. It explores how to set up Tag Manager accounts and containers, use turnkey tags, create rules and macros, control versions and user access, debug tags, configure custom tags, and add code to capture specific Google Analytics events.

Course Outline

  1. Getting Started
    • Understanding permissions and security
    • Creating an account and container
    • Installing your first container
    • Installing a container with WordPress
  2. Using Built-In Tags
    • Leveraging the Google Analytics built in tags
    • Clicktale and other built in tags
  3. Working with Variable
    • Understanding basic variables
    • Implementing GTM variables
  4. Creating Triggers
    • Understanding triggers
    • Firing Google Analytics using triggers
  5. Controlling Versioning
    • Creating versions and viewing publishing history
    • Importing and exporting configurations
  6. Debugging Your Tags
    • Using preview and debug modes
    • Using WASP to debug
  7. Using Custom HTML
    • Understanding and using custom HTML tags
    • Best practices for custom HTML tags
  8. Implementing Data Layer Code
    • Understanding the data layer concept
    • Publishing data layers via push
    • Data layer variables and Google Analytics Integration