As a part of our new #SFGettingSmarter series, our SEO expert Matt takes you through the fundamentals of setting up Google Tag Manager.

In this video, we look at how to set up Google Tag Manager, why doing so is useful for you and your business, and some top tips for getting the most out of this tool.

Transcript: How to Set Up Google Tag Manager

Hello there, this is Matt, the SEO expert at Search Factory | iProspect and today you’re watching our new segment SF Getting Smarter. So I’m just going to run through Google Tag Manager in setting up an account today and how to migrate your Google Analytics tracking across with this tool. Now Google Tag Manager is a powerful addition to a business owner and their websites as it allows you to set up a range of conversions and gather insights from your customers and visitors based on certain conditions on your website. So this could include playing a video, downloading a file, filling out a form or a whole range of other conversion metrics that you could set up. Now, while you can do this with a range of other tools including Google Analytics itself, Google Tag Manager makes the process streamlined and can save you a lot of time in the long run. So it’s definitely worth setting up if you haven’t used it before.

So the first thing that we’re going to do is log into your Google account, and then navigate to the Google Tag Manager website. So you can get there by going to tagmanager.google.com and that will lead you to the New Account Set Up page. So the first thing you need to do is name your account, and then you need to go to Continue, and just name the container as well. Something appropriate that you can identify, just going to use ‘Test’ again. And because we’re looking at websites, we’re going to set up a web container. Just need to accept the terms and conditions and then that will generate your Google Tag Manager codes.

Alright, so we’ve got two codes here. The first one needs to be placed in the Head Section of your website, while the second code needs to be placed in the body section of your website. Now, it’s important that this code goes on every page that we want to track, similar to the Google Analytics code. So this is why it needs to be in these two segments. Now, if you’re not too sure how to access the back end of your website, probably best to speak with your web developer and they should be able to assist. But if you do have a content management system that is fairly easy to navigate like WordPress, you can go ahead and try adding these yourself.

So to give you an example, I’ve got a WordPress theme here and I’ve just accessed the Header section and you’ll see in this segment, I’ve got the first part of the Google Tag Manager code installed. And just as the Head section of the theme ends and it goes into the Body section, I’ve got the second part of the Google Tag Manager code.

Now whether you’re doing this yourself or getting your web developer to help you, it’s very important that you remove the Google Analytics tracking code which is most likely somewhere in your Head section of your theme or your header. The reason for this is because you don’t need to double up on codes because Google Tag Manager will replace the functionality of a Google Analytics code, and if you have both you might run into complications and have incorrect data being recorded.

So once we’ve got that up and running into our website, we’re just going to go ‘okay’ to our dashboard of the Google Tag Manager set up. And we’re going to go ‘Tags’, and we’re going to set up a Google Analytics Tag Deifier for whenever somebody views a certain page. So going into your Google Analytics account we need to identify the tracking ID. So once you’re in, if you go down to Admin, go to Tracking Info, Tracking Code. Now, down here would’ve been the old Google Analytics code that you would’ve removed or had your web developer remove. But you’ll see the tracking ID here, so we just want to copy that or take a recording and go back to our Tag Manager. Now in this case, because we’re setting up a Google Analytics tag, just call it something appropriate. I just used ‘GA’ for Google Analytics and ‘All Pages’. Go into Tag Configuration and choose between Universal Analytics and Classic Analytics. Now 9 times out of 10, you’ll be using previously Universal Analytics so try that one first. Now we want it to track page view, and just here we want to select the variable for Google Analytics settings. So, New Variable. Now, we’ll have to name this variable. I just to call it the tracking code, keep things nice and neat. And then, where it says here, Variable Configuration, we’re going to put that tracking ID in again. And just going to save that one.

Great, so then we’re going to look at the trigger, and this is pretty straight forward. We’re just going to make sure that it fires on all pages because we’re tracking the data. And then we just need to save it.

Great. So we’ve got it up and running now, so if we go submit, this will push the tag live. It will ask you if you want to put in some information if you want to but you can skip that. And just wait while it publishes that tag for yourself.

Great, so if you go back to your workspace you’ll see that hopefully this will update and we’ve put the live version of that on our website. Now to test this, if you go back to Google Analytics and you go to Real Time. And if you go down to Events because that’s what we’ve set up, whenever you view your web page or someone accesses your web page, you should see a new event trigger down here and that’s how you can tell very quickly if it’s working.

So that’s how you set up Google Tag Manager and essentially migrate your Google Analytics across. So that’s an introduction into Google Tag Manager and we hope to do a lot more in depth tags in the future to help your business. I hope you enjoyed today and if you have any questions or queries please put them in the comments below and yeah, follow SF Getting Smarter! Thank you.

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