easy conversion tracking with magento · © 2018 magento, inc. page | 2 easy conversion tracking...
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Page | 2© 2018 Magento, Inc.
Easy Conversion
Tracking with Magento
Commerce
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David DeppnerPresident, Psyberware
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• Better Reporting with Magento 2's Google Tag Manager Implementation
– Google Tag Manager (GTM) Setup
– Google Analytics Enhanced Ecommerce Reporting
• Ad Conversion Tracking Using Magento 2 & Google Tag Manager
– Google AdWords
– Bing Ads
– Facebook Ads
• More Things You Can Do
– Google Optimize for A/B Testing
Agenda – A Practical "How To" Guide
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• Merchant Background – VP of IT & Ecommerce
• Early Magento B2B Site – 2008
• Early Magento 1 to Magento 2 Migration
About Me
Basic Setup
Google Tag Manager
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• A tag is a snippet of code that sends information to a third party
• Example:
What Is A Tag?
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• Events Trigger Tags
• Example: User Visits a Page > Pageview Trigger > Log to Analytics
• Example: User Completes Order > Purchase Trigger > Log Conversions
– Analytics, AdWords, Bing, Facebook Tags Can All Fire
How GTM Works: Tags & Triggers
Website Event
GTM Trigger
Fire a Tag
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• Centralized Tag Management
• Reduce Complexity When Using Similar Tags, Like Conversion Tracking
• Non-Developers Can Manage Tags
• Version Control
• Reduce Number of Installed Magento Extensions
• Eliminate JavaScript Hacked Into Themes
• Reduced Costs Over Time
• Magento Commerce GTM Includes Analytics "Enhanced Ecommerce"
Benefits of Google Tag Manager & Magento
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• Improved Marketing Funnel Reports
• Checkout Abandonment By Checkout Step
• Affiliate Code Report
• Coupon Code Report
• Internal Promotion Report
• Refunds Reduce Conversion Value
Benefits of Analytics Enhanced Ecommerce
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• Magento Commerce 2.x.x (including Cloud)
– Built In
– Easy Configuration
– Supports Google Analytics Enhanced Ecommerce
• Magento Open Source 2.x.x
– Not Included
– Requires Installation of Third Party Extension
• Most Support Google Analytics Enhanced Ecommerce
Support For GTM In Magento
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Tag Manager: Account Creation
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https://tagmanager.google.com
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Tag Manager: Don't Install GTM Snippets
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Tag Manager: Ready To Go!
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Tag Manager: Import Magento 2 Settings (1/2)
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Tag Manager: Import Magento 2 Settings (2/2)
Download: www.psyberware.com/blog/gtm1
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Tag Manager: Tags, Triggers, and Variables
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Tag Manager: Set Analytics ID
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Tag Manager: Publish It!
GTM Basic Setup
Magento Commerce
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Sales > Google API > Google Analytics
Magento: Stores > Configuration
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Sales > Google API > Google AdWords
Magento: Stores > Configuration
Enhanced Ecommerce
Google Analytics
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Analytics: Ecommerce Settings On View
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Analytics: Enable Enhanced Ecommerce
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Enhanced Ecommerce Reports In Action
Conversion Tracking
Google AdWords
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Analytics: Ecommerce Settings On View
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(If you already linked Analytics to AdWords, it looks like this!)
Analytics: AdWords Linking
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(If you haven't already done this)
Analytics: AdWords Linking
123-456-78901
2
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Tools > Conversions
AdWords: Import Conversion From Analytics
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Conversion Tracking
Bing Ads
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Bing Ads: Create a UET Tag & Get Tag ID
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Bing Ads: Don't Install Bing Javascript
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Bing Ads: Create a Conversion Goal
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A123BCDE
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Tag Manager: Understanding the Data Layer
ecommerce.purchase.actionField.revenue
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Tag Manager: "Checkout Revenue" Variable (1/2)
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Tag Manager: "Checkout Revenue" Variable (2/2)
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Tag Manager: Creating Bing Ads UET Tags
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Tag Manager: Create "Bing Ads Pageview" Tag
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Tag Manager: Create "Bing Ads Purchase" Tag
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Conversion Tracking
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Tag Manager: Create "Facebook Pageview" Tag
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Tag Manager: Create "Facebook Purchase" Tag
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Set "Facebook Purchase" to Fire After "Facebook Pageview"
Tag Manager: Tag Firing Sequences
A/B Testing
Google Optimize
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Tag Manager: Create "Optimize" Tag
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No Trigger!
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Tag Manager: Fire Optimize Before Analytics
Modify "Universal Analytics" Tag
Final Thoughts
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Preview Mode
Tips & Troubleshooting: GTM Preview Mode
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Tips & Troubleshooting: Browser Extensions
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• GTM, Enhanced Ecommerce, Conversion Tracking, and Optimize
• On Magento Commerce? Use What You're Already Paying For!
– You Can Reduce Cost and Complexity With Magento + GTM
• Analytics Enhanced Ecommerce Reporting
– Better Data
– Better Decisions
• Conversion Tracking Doesn't Require Developers or Installing Extensions
In the time you took to watch this presentation, you could have set it up…
Final Thoughts
… So, go do it!
Page | 53© 2018 Magento, Inc.
www.psyberware.com/blog/gtm
Instructions & Screenshots
@daviddeppner
psy@psyberware.com
Thank You!
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