Tag Management Systems Smart Insights

Tag Management Systems Guide
A practical guide to selection and implementation

focusing on Google Tag Manager
Author: Hugh Gage
Published: Autumn 2013
ONE: Introduction
TWO: Why use a tag management system?
THREE: Selecting the best solution
Section 3
Solutions
Section 2
Benefits
Contents
Section 1
Introduction
Tag Management Systems
11 FOUR: Key steps for implementation
15 SIX: Installing the GTM container code and a tag
Section 5
Google Tag Manager
24 SEVEN: Common pitfalls / issues to watch out for in GTM
Section 4
Implementation
13 FIVE: Introducing tag management in Google Tag Manager
Section 6
GTM implementation
Section 7
Pitfalls
Selecting and Implementing Tag Management Systems including Google Tag Manager
Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
ONE
Introduction
Section 4
Implementation
Section 5
Google Tag Manager
This chart visually explains the benefits of Tag Management Systems1. At the top, you can
see how a site without such a system can quickly accumulate different types of tags for
different types of purposes on different pages. In the second case, all of these tags are
managed through Google Tag Manager which adds the other tags to the page automatically
through its container tag which includes the others which are setup through an interface to
manage them.
Section 3
Solutions
What is it? Tag Management System

A service to enable the addition and modification of digital analytics tags and other types
across multiple websites pages using a single container tag which includes multiple tags
from other services.
Section 2
Benefits
In spite of all this, as the number of tags on any one page has increased, in some extreme
cases into double-digits, the need for a more effective way to manage them has emerged
Enter the Tag Management System as a method of replacing a multitude of tags with a single
tag that effectively acts as a beacon for all.
Section 1
Introduction
With the increasing number and variety of digital marketing tools now available to the online
marketer its possible to learn more than ever before about how visitors to a desktop site,
mobile site or app are interacting with the content they find. There are also a large number of
web based tools that can be used to actually effect change, to make a commercial difference.
Most of these tools and services that can be bolted on to a site using javascript tags as the
principal to collect data and / or run the application. In the past the best practice location
for these tags to be placed was at the foot of the page just before the </body> tag, this was
to mitigate the possibility that the tag might slow down the page load time thereby negatively
impacting the user experience. But with the advent of the asynchronous tag in Google
Analytics, which loads alongside the page, the positioning has moved to the top.
Section 6
GTM implementation
Section 7
Pitfalls
1 Source:
ClickInsight
This example from Smart Insights shows how we use Googles Tag Manager to add
Universal Analytics to our site by defining a tag for this. The rule ensures it is triggered on all
pages. More details on setting up Tag Manager are available in section 5 and 6.t
Section 1
Introduction
Section 2
Benefits
Section 3
Solutions
This guide will focus on four main areas marketers need to know to make the most of Tag
Management Systems:
2. Vendor selection
3. Implementation
4. Pitfalls / issues to watch out for / troubleshooting
Section 5
Google Tag Manager
1. Reasons to implement a Tag Management System
Section 4
Implementation
The use of tag management systems also brings other benefits such as the ability to resolve
some attribution issues, a reduced dependence on the IT department, greater control for the
digital marketer and quicker turn around times; these are things that will be outlined in more
detail later in this paper.
Section 6
GTM implementation
Section 7
Pitfalls
TWO
Why use a Tag Management System?

Section 1
Introduction
These benefits of a Tag Management System are listed in no particular order of importance.
Each organization will have a different set of pressure points. In fact the identification process
of those pressure points is a key part of the implementation process that will be discussed
later in this document.
Keep in mind that while you may have a specific objective in mind such as attribution, it could
be an easier internal sell to pitch your objectives in terms of reducing pressure and workload
on the IT department.
Section 2
Benefits
Speed
The issue of speed can be split in two:

2. Speed of implementation
Page load speed
Speed of implementation
Note
Keep in mind that the time savings afforded by a Tag Management System do not extend
to the initial set up. During this stage developer time is needed for the implementation of
the container tag as well as the data layer if one is used. This process in itself can be quite
lengthy so it is well worth giving this careful consideration.
Section 7
Pitfalls
The manual implementation process in most cases will also involve a staging server and a
test version of the site to ensure the update / addition / amend does not have any adverse
affects on the site or break the page(s) in any way. Because of this extra time is involved in
the testing process, time that can be saved by using a tag management system.
Section 6
GTM implementation
An often-cited gripe of adding tags to a page is the length of time it takes to implement, this
is frequently due to the availability of developer resource needed to implement the tag, in
addition the procedural framework in some organizations may require formal documentation
in advance of submitting a request for developer time to implement the tag and that in
itself can take up time. For a large, complex site, perhaps targeting multiple countries,
implementation of tags can take months.
Section 5
Google Tag Manager
Individually Javascript tags may only have a minimal impact on page load time but when
there are many of them on a single page the cumulative weight may start to make a
difference. By using a tag management tool, the presence of a single container tag on a
page will reduce of the overall file size of the page and so help make it quicker to load.
Section 4
Implementation
As already alluded to in the introduction, page load speed can be an issue in cases where
many tags are implemented on a page. As far back as April 2010 Google issued a notice
outlining that page load speed would become a signal in its ranking algorithm effectively
meaning that a slow loading page could result in a potentially lower ranking in Googles
Search Results Page.
Section 3
Solutions
1. Page load speed
Reduce reliance on IT support

The process for any tag implementation usually takes several steps which could include but
not be limited to:
1. A need is identified either involving the addition of a new tracking tool entirely, or to
modify the code of an existing tool
Section 1
Introduction
2. A change request is put into the development team, this might or might not include a
written request via email or a process management application.
3. The code is added or updated on the development test server.
4. The code is set live on the main site.
Section 2
Benefits
5. New applications requiring tags are identified and new tags need to be added or
existing ones added.
Once a tag management tool is in place, steps 2-5 can be taken care of by the marketer
without any need to bother (or be bothered by) the development team.
It also means that at times when the site is in development lock down, for example coming
into the Christmas trading period, tagging which often gets relegated in favor of other more
pressing tasks, no longer runs the risk of being completely forgotten.
On the basis that speed and efficiency are paramount, the added convenience of being able
to add and update tags at will is a help.
Control
Implementation of local privacy compliance

Given the various different online privacy laws in countries around the world, not least in
the EU, the challenge of managing cookie deployment in the context of those privacy laws
is no small task. Tag management solutions can help with this thanks to geo-based privacy.
Section 7
Pitfalls
Most solutions that require some form of tag management will likely fall within the jurisdiction
of the marketing department. By decoupling the tag management process from the IT
department greater control is handed to the specifically to the (digital) marketer which is
logically where is should be in relation to this process.
Section 6
GTM implementation
NOTE: There is still a steep learning curve for the digital marketer in learning how to use the
interface of a tag management tool. If tagging requirements are likely to be minimal over time
then it may not always make sense to implement a tag management tool.
Section 5
Google Tag Manager
Implementing a tag management tool also reduces the reliance on the IT department in the
longer term. Reduced reliance on the IT department is mirrored by increased independence
for the digital marketing professional. That greater independence means that the digital
marketer is master of his / her own time management and so is freely available to add and
amend tagging at will.
Section 4
Implementation
Convenience
Section 3
Solutions
NOTE: Although a tag management solution should help ease pressure on the IT department
its new end users in the marketing department should ideally have some aptitude for
understanding basic DOM elements and other jQueries as this will help ease the learning
curve. In this respect using tag management solutions isnt necessarily as simple for the nontechnically minded as the solution providers would like to have their customer think.
systems although not all tools offer these so be sure to check when researching suppliers if
this is important to you.
Applying section or page-specific rules to track marketing outcomes
Section 1
Introduction
Most Tag Management Systems use rules which enable marketers to easily track marketing
events such as particular page types being loaded, specific audiences taking action or
specific sections of a page being clicked on.
Rules can be applied on specific pages or sections in Google Tag Manager as described
later.
Section 2
Benefits
Section 3
Solutions
Section 4
Implementation
Section 5
Google Tag Manager
Section 6
GTM implementation
Section 7
Pitfalls
THREE
Section 1
Introduction
Selecting the best solution and

making the business case
What are the main tools?
Section 2
Benefits
This guide is not a buyers guide to tag management which compares solutions, instead its
more focused on the management of selection and implementation with additional guidance
on Google Tag Manager which is the tool our members are most likely to use.
However, this guide can help to make you aware of the services available for you to review.
Adobe Tag Management - an obvious solution for users of Adobe Site Catalyst
BrightTag (Bright Tag acquired Site Tagger in August 2012)
Ensighten
Google Tag Manager - Googles free tool on which we focus
Section 3
Solutions
DC Storm - a UK-based solution, helpful for those looking for UK support
Impact Radius
SuperTag
Tag Commander
Tagman - originally a UK-based system, now supported worldwide
UberTags
In reality, most solutions should competently cover the main areas but by first taking the
time to think about what is most important in terms of your requirements you will be better
positioned to examine whether or not a particular vendor stands out.
What should you consider when selecting a tag management

solution?
If you rarely update your tags, or if you have very few tags on your site or if when you do
update your tags you can usually get it done in a matter of hours with comparatively minimal
hassle then the answer may be no. It is a mistake to think that just because these tools
are available, and in some cases free, that they are must-haves that will make life better
regardless. Just as with most analytics packages, they take (by degrees depending on the
user) some time to learn how to use so the cost / time saving may not be as clear-cut as
Section 7
Pitfalls
The first question to ask when investigating a tag management solution is, do you really need
one?
Section 6
GTM implementation
Some of these tools like to differentiate themselves by positioning their offerings beyond the
standard tag aggregator solution, for example Tagman promotes its credentials in attribution,
currently a hot topic in online marketing.
Section 5
Google Tag Manager
Tealium
Section 4
Implementation
QuBit - another UK-based solution, this time focusing on retailers
one might think. With that said they will help you meet these objectives...
Objectives
There are different reasons for adopting a tag management solution and they will depend on
each set of circumstances, but they will include issues such as:
Section 1
Introduction
Tag centralization
Privacy management - control over cookie deployment
Limited IT resource
Improving page load speed
Section 2
Benefits
Attribution de-duplication
Reducing tag implementation time lines
First you must make a list of all objectives that you hope to meet by implementing a tag
management solution. Evaluate each of these in the context of:
rr Your current situation is it really a problem?
rr Is the cost worth it? Consider both cost of using the tool and the estimated cost in time for
setting up, training and using it.
Section 3
Solutions
rr How much difference will a TMS make - will it really solve the problem?
Resource
1. How much assistance is available from the vendor to help with the initial set up
process as this could help reduce internal set up costs in terms of time resource
2. What support levels are covered under the SLA, in case of emergencies.
Most solutions are paid for but may also offer a freemium version. Google have done what
they usually do and come to market with a totally free version that delivers a decent level of
functionality in a reliable package with a claimed up time of 99.9%.
rr What kind of SLA does the vendor offer?

rr Will the time you spend using the TMS really be that much more than the time spent by
your developers in the course of manually implementing and amending tags?
rr How many people will have access to the TMS, what will they do and how much training
will they need?
rr How much time and cost in man-hours will it take to set the TMS up?
Section 7
Pitfalls
Because these can be complicated tools to the uninitiated and because they are designed
to reduce dependence on the IT department, cost and savings calculations need to be
considered beyond just monthly fee. Other areas to think about:
Section 6
GTM implementation
Cost (savings)
Section 5
Google Tag Manager
You should also find out:
Section 4
Implementation
This is a double-edged sword, if you have limited developer resource then you may be
looking to implement a tag management solution specifically to alleviate the pressure on that
resource, but the initial set up will in fact require some developer resource to help install the
container tag, not really a big deal, and also set up a data layer, a slightly bigger deal. The
data layer will be discussed in more detail later in this document.
Competency
Section 1
Introduction
As briefly mentioned above, in order to differentiate themselves, tag management solutions

espouse competencies that they think set them apart from their competition. While most tools
offer broadly the same range of services, its worth investigating which have unique features
that could help you. This is why it is so important to first understand your requirements,
by doing so it will be easier to cherry pick the tag management solutions that will most
effectively meet your needs. Be wary though and make sure that if it is a particular specialty
that interests you, check the solutions you are investigating actually deliver.
Managing pitches from alternative Tag Management Systems providers
Section 2
Benefits
If youre not simply selecting Google Tag Manager, but looking for a more sophisticated
system, then you may find the Tag Management System Evaluation worksheet useful. This is
provided in the Zip file with this document. It contains:
Assessment. Create a simple score to compare 5 solutions against different criteria.
Features review. More detailed criteria for free-form text entry.
Gantt. A simple timeline for implementing a TMS.
Section 3
Solutions
Section 4
Implementation
Section 5
Google Tag Manager
Section 6
GTM implementation
Section 7
Pitfalls
10
FOUR
Key steps for implementation

Section 1
Introduction
In this section we will highlight typical steps when implementing any Tag Management
System and then, in the next section, review how to implement Tag Management within
Google Tag Manager.
1. Identify your objectives

Section 2
Benefits
These are the needs that must be met by the implementation of a tag management solution.
Once youve identified your objectives you will need to triage them.
2. Requirements scoping
Section 3
Solutions
These are the items that need to be covered off in order to meet each of your objectives.
The table below matches some of the more important and most likely business objectives
for a TMS against some suggested corresponding requirements.
Help with privacy management
Improving page load speed
Tracking on-page actions
This is a very important phase in the implementation process. It is part of the effort to future
proof the TMS implementation and it is especially relevant in the context of tagging for your
analytics tool via a tag management system.
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Pitfalls
3. Run a site audit
Section 6
GTM implementation
Attribution
Section 5
Google Tag Manager
Limited IT resource
Requirement
Identify tags to be included? (can all tags
be handled by your TMS, which ones are
automatically supported and which arent?)
Ensure that the TMS has geo-based privacy
settings
Ensure that your TMS provides access
controls. This will allow more people access
to the TMS but limit control depending on
the level of involvement. It will also help keep
IT nerves calm.
Ensure the TMS can report on page / tag
load speed and / or can send alerts on poor
performing tags.
Ensure your proposed TMS offers
attribution modeling and check what it
involves i.e. simple tag de-duplication or a
comprehensive built in attribution reporting.
Ensure your TMS supports event tracking in
some form or other.
Section 4
Implementation
Objective
Centralise tagging
You will need to look at your entire site although if you have even an averagely large site it
may be better to do this by page type such as category, search results or product.
In relation to web analytics, you need to look at the elements on each page type and decide
what needs tracking and what doesnt e.g. video, exit links, java script buttons or drop down
menus, navigation menus, filters and other options.
Section 1
Introduction
All of these items and any others that you see should be identified in your data layer so that
later on you can set up macros and rules to allow you to track them page by page.
After running your site audit you should also create naming conventions for any items that
that appear on multiple pages or that may have variations either now or in the future such as
filtered navigation check boxes. By doing this you will make it easier to manage the input of
data.
Section 2
Benefits
Section 3
Solutions
Section 4
Implementation
Section 5
Google Tag Manager
Section 6
GTM implementation
Section 7
Pitfalls
12
FIVE
Section 1
Introduction
Introducing tag management in Google Tag

Manager
There are four essential elements to Google Tag Manager, these are:
The container
The tags
Rules
Section 2
Benefits
Macros
Each of these is now explained in more details as follows:
The container
Section 3
Solutions
This is, much as it sounds, a digital container in which all activity occurs in relation to tags,
rules, macros, permissions etc.
The Tags
Section 4
Implementation
These are the various tracking tags that are already on a site and awaiting transfer to a
tag management tool or which will be placed on the site for the first time using the tag
management tool.
For more information on tag type options supported in Google Tag Manager, click here.
Rules must be applied to all tags to control the conditions under which they are fired. A tag
must have at least one rule attached to it in order for it to fire.
Rules can also be used to block a tag from firing and in instances where a tag has both a
firing and a blocking rule attached to it, the blocking rule will prevail.
Section 6
GTM implementation
Rules
Section 5
Google Tag Manager
Most tools including Google Tag Manager will support some tags out of the box. For those
that arent supported adding a tag is a straightforward process that, in the case of GTM,
requires you to select the Custom HTML tag option. There are some tag types that GTM
does not support, see here.
For more information on rules in Google Tag Manager click here.
Macros are used to identify within GTM, signals, objects or functions across the site. When
a macro has been created it is then commonly used to define rules under which the tags fire.
For example macros can be used in conjunction with the data layer to fire events that relate
to the analytics tracking tag.
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Pitfalls
Macros
Macros were used extensively to tag for event tracking but in a recent GTM update event
tracking was automated via the Auto Event Tracking function. Justin Cutroni writes a very
good post on it here.
For more information on macros in Google Tag Manager click here.
Section 1
Introduction
Section 2
Benefits
Section 3
Solutions
Section 4
Implementation
Section 5
Google Tag Manager
Section 6
GTM implementation
Section 7
Pitfalls
14
SIX
Installing the GTM container code and a tag

Section 1
Introduction
First you will need to set up your Google Tag Manager account. If you already have a Google
Analytics account the simplest thing to do is log into Google Tag Manager using the same
primary1 set of login details that you use for the GA account.
Upon logging into GTM for the first time you will need to set up the account by creating an
account name, a container and applying the container code to all pages on your site.
The first screen you see will be this:
Section 2
Benefits
Section 3
Solutions
Section 4
Implementation
Section 5
Google Tag Manager
Once you have added the GTM container code to your site, your next step is to add a tag.
Google Tag Manager, like many of its competitors, supports a variety of tags by default. Many
of these are specific to the Google advertising measurement ecosystem such as AdWords
Remarketing, Doubleclick tags, Google Analytics and Universal Analytics - an advantage if
youre already using these. These tags are all listed for you as follows.
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GTM implementation
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Pitfalls
1 Note: By primary login details, we mean the original set of login details used to set up the Google Analytics
Account with, not any third party login details which may have subsequently been added to the account.
15
Select the tag you want to add to your site either from Googles list of template tags or by
selecting Custom HTML tag if your tag is not in the list.
Depending on the tag you select you will also have a variety of additional fields which you will
be asked to complete. For example if you select the Google Analytics tag you will be asked for:
Section 1
Introduction
The web property ID

Track Type e.g. page view, event, cross domain, transaction etc
Rules (which, as already mentioned, govern the firing of the tag and must be added)
Section 2
Benefits
Section 3
Solutions
Section 4
Implementation
Section 5
Google Tag Manager
For example if you want to incorporate Auto Event Tracking on your site using GTM you will
need the following:
A listener tag (there are four kinds of this tag)
A standard GA tag configured to track events (using the Track Type drop down menu)
A standard GA tag configured to track page views (using the Track Type drop down menu)
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Pitfalls
Note: Unlike the traditional hard coded version of the Google Analytics tag where one tag
is placed on each page and then modifications are made to that tag to incorporate cross
domain tracking, event tracking etc, GTM requires separate tags for each new tracking item.
Section 6
GTM implementation
In other words where you might originally have had one hard coded tag with some additional
lines of code inserted on the relevant items for the event tracking, in GTM you now have two
tags, one for page view tracking and one for the event tracking plus a listener tag. This is an
important change in mindset when it comes to how you think about tagging using a TMS.
Section 1
Introduction
Applying Rules and macros

Tags cannot fire without Rules and rules cannot be configured without macros. Macros, in
one form or another, underpin the fundamental workings of GTM.
Section 2
Benefits
Rules can be used to either fire a tag or to block it from firing but if both types of rule are
present on the same tag then the blocking tag overrides.
The default rule presented for all tags uses a simple GTM URL macro template and tells the
tag to fire on all pages.
Google recommends that all pages carry the basic tag but in situations where you may want
a customized version of a tag to fire instead then the default tag should be blocked (using a
rule) and the customized tag fired using a different rule.
Section 3
Solutions
Section 4
Implementation
Section 5
Google Tag Manager
The data layer is essentially a piece of script that goes immediately below the opening
<body> tag and above the Google Tag Manager container snippet. It is essential that these
two snippets of code are inserted on the page in the correct order, if not the data layer
will not work.
The data layer snippet looks like this:
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Pitfalls
The data layer
Section 6
GTM implementation
Note: For most, URIs will play a pretty central role in applying rules to tags so this is another
reason to make sure that your URI structure is clearly set out and allows you to identify and
group pages by type such as category or product. If your existing URI structure does not
accommodate that then you may find yourself needing to identify pages in other ways using
custom macros and then applying these custom macros to your rules.
<script>
dataLayer = [];
</script>
Section 1
Introduction
In the example above the data layer doesnt contain anything yet. In the example immediately
below it does; a signal to identify page category by type and another to identify visitors by
type based on a pre-defined set of criteria.
<script>
dataLayer = [{
pageCategory: signup,
Section 2
Benefits
visitorType: high-value
}];
</script>
NB: When in place the data layer will look as follows:
<body>
Section 3
Solutions
<script>
dataLayer = [{
pageCategory: signup,
Section 4
Implementation
visitorType: high-value
}];
</script>

Section 5
Google Tag Manager
<noscript><iframe src=//www.googletagmanager.com/ns.html?id=GTM-XXXX
height=0 width=0 style=display:none;visibility:hidden></iframe></noscript>
<script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({gtm.start:
new Date().getTime(),event:gtm.js});var f=d.getElementsByTagName(s)[0],
j=d.createElement(s),dl=l!=dataLayer?&l=+l:;j.async=true;j.src=
})(window,document,script,dataLayer,GTM-XXXX);</script>
6
Note: Remember that in order for the data layer to be of maximum use you will need to do
work in advance to identify what should go in it.
One of the most important parts of the tag management process is the debugging stage.
The tag management process itself is (obviously) very different to the manual process and
requires the digital marketer to think differently about the application process. An example of
this is the blocking rule; with the old process if you didnt want a tag to fire on a certain page
or collection of pages you simply didnt code those pages. When using GTM if you dont want
a tag to fire on specific pages you have one of two options:
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Pitfalls
8. Before you go live
Section 6
GTM implementation
//www.googletagmanager.com/gtm.js?id=+i+dl;f.parentNode.insertBefore(j,f);
1. Create a set of rules which identify only the pages on which you DO want the tag to
fire
2. Apply the default fire on all pages rule to the tag then apply another set of blocking
rules to prevent the tag from firing on the pages or groups of pages on which you
DONT want it to fire.
Section 1
Introduction
This is another simple example of the complexity and change in thinking that needs to go into
the configuration of GTM or any tag management tool. Mistakes can corrupt data output with
potentially significant consequences and because of this it is a good idea to debug the tag
before it goes live. In GTM there are three steps to this process:
1. Create a new version of your tag
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Benefits
2. Test in the debug mode

3. Put your new version live
Step 1:
Create a new version of your container by clicking the blue Create Version button
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Solutions
Section 4
Implementation
Step 2:
The screen shot immediately below shows how you use the drop down in the top right to
access the preview and debug mode, and, when you do there will be a message in the top of
the screen notifying you that you are in debug mode.
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Google Tag Manager
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GTM implementation
You will also see a popup appear (see below), from here click on the domain link.
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Pitfalls
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Section 1
Introduction
Section 2
Benefits
Section 3
Solutions
This will launch the page in debug mode. The screen will be split with the top portion
showing the page and the bottom portion showing the debug screen. You need to look for
the notice relating to the tag(s) that are supposed to have fired, in this case you will see that
the analytics tag fired as it was supposed to. You will also see equivalent messages in this
pane that will relate to other tags and / or tag updates that should have fired such as event
tracking.
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Implementation
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Google Tag Manager
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GTM implementation
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Pitfalls
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Step 3:
Click the blue Publish button to put your new container live on your site.
Section 1
Introduction
9. Publishing
When you are satisfied with the debugging process you will be ready to publish the tag.
Simply exit preview and debug mode and click the blue publish button in the top right.
Section 2
Benefits
Section 3
Solutions
NOTE: When you publish the GTM tags for the first time you MUST remember to remove the
old manual tags from the site to avoid the possibility of double counting.
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Implementation
10. User permissions
Section 5
Google Tag Manager
One of the main roadblocks in switching to a TMS relates to issues of trust. IT departments
can be wary of relinquishing control and in particular entrusting non-IT personnel with
changes to the code on a web page. For obvious reasons there is often concern over code
being added which subsequently causes errors although the GTM and tag management
solutions in general the likelihood of this is greatly reduced.
To offset concerns from the IT department and also for security reasons it is good practice to
ensure that access rights are granted to personal and reflected at the relevant level.
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GTM implementation
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Pitfalls
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Section 1
Introduction
Section 2
Benefits
Section 3
Solutions
1. Select User setting > Users

2. Enter the email address of the user to whom you want to grant permission.
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Implementation
3. Select the Account permission level

a. View only
b. View, edit and manage
4. Select the Container permission level
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Google Tag Manager
a. View only
b. View and edit
c. View, edit, delete and publish
5. Save
Free tools to review tag setup

Free tools to help review your account or client accounts. You can check which Google
Analytics Goals or Events are firing for example.
1. Google Analytics Tag Assistant.

Click on the button for this extension to get details on the tagging versions used and recommendations for improvement. Download.
2. Google Analytics Debugger.
This debugger uses the Javascript developer console to show information sent from a
webpage when it loads or a user interacts with it. Its useful for validating Event tracking or
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Pitfalls
Google has created two Chrome Extensions we recommend which we would say are
essential tools if youre involved with customisation. These are:
Section 6
GTM implementation
If your account has more than one container then you will need to set the container level
permissions individually.
custom variables after they have first been created. Download.

3. Other extensions.
These are mainly for reviewing results via alternative interfaces in the browser. Download.
Section 1
Introduction
Section 2
Benefits
Section 3
Solutions
Section 4
Implementation
Section 5
Google Tag Manager
Section 6
GTM implementation
Section 7
Pitfalls
23
SEVEN
Common pitfalls / issues to watch out for in GTM

Section 1
Introduction
The following is a list of common issues to be aware of when setting up a tag management
solution:
1. Always debug before setting live. This will guard against errors that could cause
page errors and cost money.
2. While all main TMS solutions have a testing environment it is a good idea when
selecting a TMS to make sure that there is a debug mode as part of the feature set.
Section 2
Benefits
3. When updating any element of the tracking configuration within a container always
make a new version so that you can roll back to the previous working version in the
event of unforeseen issues.
4. Always be very careful when configuring rules, this is where human error could come
in to play. There are many match type options but unlike using advanced segments,
a mistake here will have irreversible results on the data output.
Section 3
Solutions
5. Do as much pre-work as possible to identify what should be populated in the data

layer.
6. Make sure the data layer is placed ABOVE the container code at the top of each
page. The data layer will not interact with the container code if it comes after it.
Section 4
Implementation
7. Make sure you remove ALL original hard coded tags at the time you set the TMS
tag(s) live.
Section 5
Google Tag Manager
Section 6
GTM implementation
24
Section 7
Pitfalls

Tag Management Systems Smart Insights

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Tag Management Systems Guide

A practical guide to selection and implementation

Published: Autumn 2013

TWO: Why use a tag management system?

THREE: Selecting the best solution

Tag Management Systems

11 FOUR: Key steps for implementation

15 SIX: Installing the GTM container code and a tag

24 SEVEN: Common pitfalls / issues to watch out for in GTM

13 FIVE: Introducing tag management in Google Tag Manager

What is it? Tag Management System

1. Reasons to implement a Tag Management System

Why use a Tag Management System?

The issue of speed can be split in two:

Page load speed

1. Page load speed

Reduce reliance on IT support

Implementation of local privacy compliance

Selecting the best solution and

DC Storm - a UK-based solution, helpful for those looking for UK support

What should you consider when selecting a tag management

QuBit - another UK-based solution, this time focusing on retailers

rr What kind of SLA does the vendor offer?

You should also find out:

As briefly mentioned above, in order to differentiate themselves, tag management solutions

Key steps for implementation

1. Identify your objectives

Help with privacy management

Improving page load speed

Tracking on-page actions

3. Run a site audit

Introducing tag management in Google Tag

For more information on rules in Google Tag Manager click here.

Installing the GTM container code and a tag

The web property ID

Applying Rules and macros

The data layer

8. Before you go live

2. Test in the debug mode

10. User permissions

1. Select User setting > Users

3. Select the Account permission level

Free tools to review tag setup

1. Google Analytics Tag Assistant.

custom variables after they have first been created. Download.

Common pitfalls / issues to watch out for in GTM

5. Do as much pre-work as possible to identify what should be populated in the data

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