Google Tag Manager Fundamentals – Lesson 1.3 Develop a tag implementation strategyNayem Mahmud
How to develop a tag implementation strategy
When developing a tag implementation strategy, we recommend the following steps:
- First, decide which of your existing site tags you can more effectively manage in Tag Manager. If possible, we recommend migrating all of your tags in order to manage everything in one place and avoid extra code changes to your website.
- Next, decide what static and dynamic values you’ll want to pass from your website. This could be user data, revenue, booking data, or any other custom information you’ll need to understand user behavior. It’s helpful to think of these in terms of “events” (or user actions) that you want to be able to capture using Tag Manager.
- Finally, figure out which tags can supply you with the data you need based on the metrics and dimensions in your measurement plan. Your data requirements should map back to your overall business goals, so you know you’re analyzing the appropriate data.
For example, The Great Outdoors’ measurement plan requires tracking metrics such as:
- Users and Sessions
- the Average Value of visitors and trips purchased
- and Booking Conversion Rate
Watch the video
Once you’ve outlined which metrics you’ll use to evaluate your business, you can plan which tags you’ll use and determine their data requirements.
Review the discussion
Visit the Analytics Academy Discussion Group to read through student discussions from the live course on developing a tag implementation strategy.
We’ll also want to be able to analyze those metrics using different dimensions such as:
- Traffic Sources
- Customer Type
- Trip Category
- Trip Location
To collect these metrics and dimensions, we’ll first use Tag Manager to install The Great Outdoors’ Analytics “Page View” tag on every page. Additionally, we can track The Great Outdoors’ traffic sources using the AdWords conversion tracking tag. We can also target advertising to users that previously visited the Travel Adventures site using the AdWords Remarketing tag.
Developing a tag implementation plan can help you easily figure out what tags to put in Tag Manager, and what data to pass from those tags for marketing and analysis.