Google Tag Manager Training Resources with FREE eBook

Read the following articles one by one, in the order in which they are mentioned, to develop your understanding of Google Tag Manager:

#1 Download the FREE e-book on Google Tag Manager

Get the FREE e-book (72 Pages)

#2 Google Tag Manager Data Layer

data layer example

GTM is a really powerful tool and understanding the data layer is the key to getting the most out of Google Tag Manager.

A data layer provide a safer and reliable way to pull data from presentation layer and send it to the container tag (aka GTM).

Get the E-Book (62 Pages)

The article below will teach you, how to create simple and complex data layers within few minutes.

Read more: Google Tag Manager Data Layer Tutorial with examples

#3 Triggers and Variables in Google Tag Manager

In order to use GTM, you need to get familiar with the usage of triggers and variables.

A trigger is a condition that must evaluate to either true or false at run time.

In GTM, triggers are an integral part of a tag creation process.

So you can not create a tag without first creating corresponding trigger.

In the context of GTM, a variable is a function which can be called from within a tag, trigger or another variable.

A variable tells GTM where to fire a tag.

Read more: Beginners’ guide to Triggers and Variables in Google Tag Manager

#4 Google Tag Manager Implementation & deployment

You need a proven process in place before you migrate all of your hard coded tags to GTM.

If you do not follow a formalised process then there is a high probability that you may loose considerable amount of tracking data during migration esp. if your website is big and complex.

Google Tag Manager set up includes following thirteen steps:

  1. Determine tracking requirements
  2. Do Tag Audit of your live website
  3. Create functional and technical designs of your tags
  4. Do tag Deployment Planning
  5. Do the Risk Assessment
  6. Create Project Scope document
  7. Get buy-in from IT
  8. Setup Google Tag Manager Account
  9. Install GTM container tag on the staging website
  10. Create, test and publish tags on your staging website
  11. Install GTM container tag on the live website
  12. Create, publish and test tags on the live website
  13. Do tag audit of your live website.

Read more: Google Tag Manager Implementation & deployment Guide

#5 Document Object Model (DOM)

DOM stands for ‘Document Object Model’.

DOM is a set of programming interfaces and objects designed for managing HTML and XML documents.

It defines the logical structure of a document and the way document elements can be accessed and changed:

HTML DOM Tree

In order to get the most out of GTM, you need to know what DOM is and how it can be traversed.

Without adequate knowledge of DOM, you would have hard time implementing any tracking via GTM.

Read more: Beginners Guide to Advanced Google Analytics Tracking

#6 Regular Expressions for Google Tag Manager

Regular Expression is an expression which is used to check for a pattern in a string.

For e.g. ^Colou?r$ is a regular expression which matches both the string: ‘color’ and ‘colour’.

A regex is made up of characters and metacharacters:

regex cheatsheet for Google Analytics

Regular expressions are frequently used in setting up Lookup Table Variables and/or Regex Table Variables in Google Tag Manager

Without the use of regex, you will have hard time creating useful triggers in GTM.

Read more: Regular Expressions Guide for Google Tag Manager

#7 Google Analytics Notifications and Diagnostic Messages

Google diagnostic is a feature of Google Analytics which makes regular evaluation of your Google Analytics tracking code, account configuration and data in order to find implementation issues and configuration anomalies.

Once it find issues, it alerts the GA user through a special message known as diagnostic notification (also known as ‘Analytics Notifications’).

These notifications appear as a number over the notification bell in your Google Analytics (GA) view:

Google Analytics diagnostic is a feature of Google Analytics through which you can identify and understand implementation issues.

When you are setting up GTM, to deploy various tags on your website, this diagnostic feature will help you a lot in debugging set ups (like ecommerce tracking).

Read More: Understanding Google Analytics Notifications and Diagnostic Messages

#8 Google Tag Assistant

Google Tag Assistant is a chrome extension which is used to identify, validate and troubleshoot the installation of various Google Tags on a web page.

Following are the various functions of Google Tag Assistant:

#1 Display the list of various Google Tags installed on a web page

#2 Report on implementation errors.

#3 Suggest fixes by providing useful tips and link to help articles.

#4 Record user flow across webpages/websites to identify implementation and configuration issues. 

result of tag analysis

It is a must have tool for GTM debugging.

Read more: Complete Guide to Google Tag Assistant

#9 Google Tag Assistant Recording

Google Tag Assistant Recording is used to identify, validate and troubleshoot the installation of various Google Tags across many pages:

result of tag analysis.2jpg

Google Tag Assistant by default can’t validate tags across multiple pages.

But by using the recording feature, you can make the tag assistant to validate tags across many pages.

Through the recording feature, not only you can record the tags across many pages but you can also record events and interactions for any set of pages you visit, either on your own website or some other website(s).

Read More: Guide to Google Tag Assistant Recordings

#10 Difference between Google Tag Manager (GTM) and Google Analytics (GA)

Google Analytics and Google Tag Manager are not really the one and the same thing.

GTM is a tag management tool.

Whereas Google Analytics is a website/mobile app tracking tool.

‘GTM’ is primarily used to route data from one data source to another (like from your website to Google Analytics or from your website to a data warehouse).

It is not a data source in itself.

Whereas Google Analytics is a data source in itself.

Read More: Google Tag Manager (GTM) vs Google Analytics (GA) – 15 key differences

#11 Google Tag Manager Account and Container Permissions

Whenever you give GTM account access to a person, you give that access either at the account level or at the container level.

The access given at the account level is called the ‘Account permissions‘.

The access given at the container level is called the ‘Container permissions‘.

Read More: How to give someone access to Google Tag Manager Account?

#16 Finding Google Tag Manager Container ID

The part of the GTM container tag code which reads ‘GTM-TXAAA’, it is called the container ID:

This ID is used to uniquely identify each GTM container tag.

Read More: How to get Google Tag Manager Container ID?

 


Advanced Google Tag Manager Training Resources


 

#1 Implementing E-Commerce Tracking via Google Tag Manager

Learn to Implement E-Commerce Tracking through Google Tag Manager via this easy to understand step by step guide.

#2 Google Tag Manager Workspaces

Learn all about Google Tag Manager Workspaces through this easy to understand guide.

A workspace is a container draft:

When you create a new workspace in GTM, you are infact creating a new container draft.

So creating 2 new workspaces means, creating 2 new container drafts.

Each container draft remains separate from other drafts.

#3 Tracking Virtual Pageviews in Google Tag Manager – Complete Guide

Learn to track virtual pageviews in Google Tag Manager, through this easy to understand, step by step guide.

Virtual pageview is that pageview hit, which you send to Google Analytics, without loading a web page in your web browser.

Any user interaction which is equivalent to a page being viewed, can be tracked via virtual pageviews.

One advantage of virtual pageviews over events is that, when you set up goals in GA, you can use virtual pageviews as funnel steps in Google Analytics.

You can’t use tracked events as funnel steps while setting up goals in GA.

#4 Cross device tracking with User ID in Google Tag Manager

Learn to implement cross device tracking with User ID in Google Tag Manager through this easy step by step guide:

user id data layer variable

User id is a unique set of alphanumeric characters (like 35464645fffs) assigned to a user so that he/she can be identified across devices/ browsers and over the course of multiple sessions.

#5 Setting up Dynamic Remarketing via Google Tag Manager

Learn to set up dynamic remarketing in Google Analytics and Google Adwords via Google Tag Manager:

data layer variables1

Remarketing is a technique which is used to re-target people who left your website and/or mobile app without completing a goal conversion (like making a purchase).

The people who are re-targeted are known as remarketing audience.

This audience is shown one or more targeted ads which are based on their past browsing behavior.

In the case of dynamic remarketing, Google automatically create re-targeted ads for your website visitors which are based on the actual product (or related products) or services they viewed on your website.

#6 Guide to Event Tracking via Google Tag Manager

Through this article you will learning the following:

  1. Tracking Clicks on a link via Google Tag Manager
  2. Tracking clicks on an image link via Google Tag Manager
  3. Tracking clicks on a button via Google Tag Manager
  4. Tracking clicks on the button which is embedded across a website
  5. Tracking form submissions
  6. Tracking Form Fields
  7. Video Tracking via Google Tag Manager
  8. Scroll Tracking via Google Tag Manager
  9. Tracking Clicks on external links across a website (Exit Tracking)

#7 Cross domain tracking in Google Tag Manager

Learn to implement Cross domain tracking in Google Tag Manager between two or more primary domains and its sub domains:

configuring UA tag in gtm

Google Analytics can not track across multiple domains, sub domains or top level domains by default.

This is because Google Analytics uses first party cookies which can be read by only that domain (website) which issued it.

#8 Implementing Scroll Tracking via Google Tag Manager

Learn to Implement Scroll Tracking through Google Tag Manager via easy to understand step by step guide:

rob script

Scroll tracking is one of the methods of measuring how people are consuming your website contents.

People who actually read your article are most likely to scroll your article page and by measuring the percentage of scroll, you can get a good idea of content consumption.

If majority of people do not scroll to the bottom of your articles then something may be wrong with your contents.

#9 Adjusting Bounce Rate via Google Tag Manager

Learn to adjust bounce rate in Google and Universal Analytics via Google Tag Manager:

custom html tag

Bounce rate is the percentage of single page visits (or web sessions).

It is the percentage of visits in which a person leaves your website from the landing page without browsing any further.

Google analytics calculates and report the bounce rate of a web page and bounce rate of a website.

We need to adjust bounce rate so that you can see true bounce rate metric in our Google Analytics report.

#10 Why you may no longer need Google Tag Manager

Understand the limitations of Google Tag Manager through this article:

As your need for integrating website data with various data sources increases and become more complex, you quickly realize, how hard it can be to create and maintain each integration in GTM.

In GTM we create integration with each data source via ETL (extract, transform, load).

#11 How to install and use Google Tag Manager in Segment.com

Learn to install and use Google Tag Manager in Segment.com:

‘Segment.com’ (formerly known as ‘segment.io) is a tool used to route/send data between multiple data sources.

The role of ‘segment.com’ is to ‘Extract’, ‘Transform’ and ‘Load’ data between different data sources.

It act as a hub between originating and destination data sources.

Both ‘segment’ and ‘GTM’ are primarily designed to be used by developers. 

However unlike GTM, ‘segment’ is much more non-developer friendly as it has the ability to automate many ETL functions.

#12 Google Tag Manager Content Grouping Setup Guide

Through this article you will learn to set up content grouping in Google Analytics via Google Tag Manager:

In the context of Google Analytics, a ‘Content grouping’ is a rule based grouping of related content groups.

It is made up of one or more content groups.

For example, if you sell clothes for both men and women on your website then all the web pages which sell men clothes can belong to ‘Men’ content grouping.

Similarly, all the web pages which sell women clothes can belong to ‘Women’ content grouping.

#13 Google Tag Manager WordPress Installation Guide

Learn to correctly install Google Tag Manager on your WordPress Website through this easy to understand step by step guide:

#14 Google Analytics Settings Variable in Google Tag Manager Explained

Through this article you will learn to create and use the new ‘Google Analytics Settings’ variable in Google Tag Manager:

Manually updating each and every ‘Universal Analytics’ tag to make sure all such tags have got same basic configuration options is time consuming and not practical esp. if you have got dozens or even hundreds of Universal Analytics tags.

Here the ‘Google Analytics Settings’ variable come handy.

Through this variable you can set, change and apply any or all of the configuration options under ‘More Settings’ (like ‘Fields to Set’, ‘Custom Dimensions’, ‘Custom Metrics’, ‘Content Groups’, ‘Ecommerce’ etc) from one central location to all tags of type ‘Universal Analytics’:

#15 Learn to install Google Tag Manager on your Shopify Store

Learn to install GTM on your shopify store through this easy to understand step by step guide:

If you are into ecommerce, chances are, you have heard of ‘Shopify’.

It is one of the most popular, ready made shopping cart solutions in the world.

Hundreds of thousands of websites use ‘Shopify’.

Shopify directly integrate with Google Analytics.

The set up is pretty simple.

But when it comes to Google Tag Manager, there is no direct integration.

#16 Learn to correctly setup Google Analytics for Shopify Store while using Google Tag Manager

Are you using Google Tag Manager or do you want to use GTM, for your Shopify Store?

If that is the case then do not deploy the Google Analytics tag via Google Tag Manager.

If you used GTM to install Google Analytics on your Shopify store (which you technically can) then your cross domain tracking won’t work:

So do not use GTM to deploy Google Analytics on your Shopify Store.

#17 Scroll Tracking via Scroll Depth Trigger in Google Tag Manager

Learn to use the new Scroll depth trigger in Google Tag Manager to track, how far website visitors scroll contents on your website.

The term which denotes, how far website visitors scroll contents on your website is called the ‘Scroll Depth’.

This Scroll depth can be vertical or horizontal depending upon the type of scrolling available on your website.

The tracking method which is used to measure ‘Scroll Depth’ is called ‘Scroll Depth Tracking’ or ‘Scroll Tracking’.

#18 Video Tracking via YouTube Video Trigger In Google Tag Manager

Learn to use the new YouTube Video trigger in Google Tag Manager…to track YouTube Videos embedded on a webpage:

The tracking method which is used to track/capture the various player states of an embedded video is called ‘video tracking’.

A player state is a specific user interaction with a video.

Following are the example of various player states which can be captured for YouTube videos via GTM:

  1. Start
  2. Pause
  3. Seek
  4. Bufferring
  5. Progress
  6. Complete

#19 Guide to Google Tag Manager Debug Console

Through Google Tag Manager preview and debug console window, you can make sure that your tags, triggers, variables and data layers work as expected.

By default, what you actually preview and debug is the deployment of the current container draft on your website.

You preview and debug the container draft on your website, as if it is currently deployed.

When you enable the preview mode, the GTM preview and debug console window appear at the bottom of the page:

#20 How to send Client ID to Google Analytics via Google Tag Manager

Learn to send Client ID to Google Analytics via Google Tag Manager through step by step guide:

Google Analytics identify a user as unique through a combination of unique random number and the first time stamp (i.e. the time of first visit), called the ‘Client ID’.

Client ID is created and assigned by Google Analytics cookie _ga.

#21 Secret to Setup Facebook Pixel Tracking Correctly in Google Tag Manager

Do you know, most likely your Facebook Pixel tracking in Google Tag Manager is not set up correctly and it is costing you money?

In this article, I will show you, how to setup Facebook Pixel Tracking Correctly when using Google Tag Manager.

#22 Importing – Exporting Container files in Google Tag Manager

Complete guide to importing and exporting containers in Google Tag Manager.

Through the export container feature, you can share your GTM configurations (aka tags, triggers and variables) with any third party:

What that means, if you want to share your GTM configurations for video tracking with a third party or another website, you can do that via GTM export container feature.

If you want to share the GTM configurations of your entire container with a third party or another website, you can do that via GTM export container feature.

If you want to share a particular container version or workspace, you can do that via GTM export container feature.

The GTM export container feature is basically equivalent to downloading a particular container version or workspace.

#23 How to turn on IP Anonymization in Google Analytics and Google Tag Manager

Learn to turn on IP Anonymization in Google Analytics and Google Tag Manager through this step by step guide:

If your privacy policy or local privacy laws prevent the storage of full IP addresses then you can use the IP anonymization feature to anonymize/mask website visitors IPs.

This will help you in complying with GDPR (General Data Protection Regulation).

When you anonymize visitor IP, the last 3 digits from your website visitor’s IP address are automatically dropped / deleted.

In other words, the IP anonymization feature sets the last octet of IPv4 user IP addresses and the last 80 bits of IPv6 addresses to zeros.

 

Do you know the difference between Digital Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Digital analytics.

They just copy each other. Monkey see, monkey do.

But Digital analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.


Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.

You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.


You learn data analysis and interpretation from Digital analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.


You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in digital analytics and marketing field.


So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

Here what You'll Learn On This FREE Web Class!


1) The number 1 reason why most marketers and business owners are not able to scale their advertising and maximise sales.

2) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

3) The number 1 reason why conversion optimization is not working for your business.

4) How to advertise on any marketing platform for FREE with an unlimited budget.

5) How to learn and master digital analytics in record time.

 
 

My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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