Digital Insights

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Element Visibility trigger in Google Tag Manager

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It seems that Google Tag Manager is on a mission to become the best TMS solution in the market. After the recent introduction of the YouTube video and scroll tracking triggers, GTM now gives us  an element visibility trigger out of the box.

This is invaluable for your web analytics data, and something you should definitely consider when planning your Google Analytics Implementation tasklist. With this feature, you are now able to track all the important elements on your web page without exclusively relying on Scroll or Click tracking. You can use the element visibility trigger as an event in order to measure impressions of your footer banners, call to actions, pop-ups, elements that surface post-load (yes they have a DOM listener out of the box as well) and many more.

Without any further ado, let’s dive into it.

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Pushing DataLayer Values in Adobe Sitecatalyst variables via DTM

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Quick post this week on Adobe DTM and dataLayer values.

Once your SDR is setup and your dataLayer implemented on your web site, the first steps you need to make is push all the dataLayer values into the relevant Props and eVars so you can start populating your Sitecatalyst and Workspace reports with data.

The first step you need to take is create your data elements in Adobe.

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Setting up Adwords Conversion Tracking with Adobe DTM

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Quick post this week on how to fire Conversion tags (Adwords, Facebook, etc) with Adobe’s DTM.

For those who do not know this, DTM is the default tag manager solution adobe offers alongside Omniture. It used to be called “Satellite” and was part of a marketing agency called Search Discovery.

Adobe acquired the company years ago and offer that particular solution as a default/out of the box TMS for Adobe SiteCatalyst implementation.
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Optimizely API initialisation via Adobe Analytic s_code & DTM

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I was recently asked – due to some issues with Adobe T&T – to run a test with Optimizely, one of the most popular AB Testing and Personalisation platforms in the digital space right now. While implementation with Google Analytics is pretty straightforward, there were some challenges I had to face with Adobe Sitecatalyst (as expected) and deployment via DTM.

Optimizely offers an integration feature for Adobe Analytics (Screenshots below) from which you can activate the tool and use its interface in order to push Experiment Names into Prop and/or Evar, similar to AAs for Target (A4T) plugin and to custom dimensions for those using Google.

Deploying code via DTM is fairly straightforward, but Optimizely documentation seems more tailored to native JS deployments of Adobe Analytics and hardcoded RSIDs which caused a couple of issues with our current setup.

Thanks to the help of our awesome Adobe Specialist Alex Brown, we managed to come up with a solution:

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How to track Outlook email leads and Mobile calls with Google Tag Manager

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I was planning to write this post for GTM v1 but decided to go for Google Tag Manager V2 instead knowing that most of you already migrate or will need to do so at some point in the very near future. I haven’t personally implemented a whole profile on V2 (I am about to do this next week and will write a relevant post about auto-migration) so any mistakes you spot please do let me know and I will edit accordingly.

Before diving into tagging and how to add value to various website elements when you are dealing with clients that do not have an e-commerce shop (or sometimes not an obvious onsite action that can be measured as a goal), a couple of words about auto-event tracking and what it means for marketers.

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How to use a “Lookup Table” Macro for different Google Analytic Properties

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The “Lookup table” macro is the ideal macro if you have installed one container across your domain and multiple sub-domains with each one having its own Google analytic property.

According to Google a Lookup Table macro “allows you to create a macro for which the value varies according to the value in another macro. This is useful if your website is set up in such a way that the appropriate value (for example, a conversion tracking ID) can be mapped to the URL or another aspect of the page. In this example, a macro named Conversion ID is being created. If the URL is “/thanks/buy1.html”, the value is set to “12345”; if the URL is “thanks/buy2.html”, the value is set to “34567”. There is no limit to the number of rows in the lookup table“.

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