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Using Tag Manager For Analytics And Remarketing

In this tutorial I will show you how to use Tag Manager for Google Analytics and AdWords Remarketing. Using Tag Manager to track these things will prevent you having to add multiple snippets of code to your site and will speed up your Analytics and AdWords setup.

Please Note: I will refer you to other Tag Manager tutorials for certain aspects of the setup.

Here are the steps to follow to setup Analytics with Tag Manager:

1. If you haven’t setup Tag Manager on your site, please follow the steps in this tutorial first, then return to this lesson.

2. Login to your Tag Manager account here:

3. Go to the Tag Manager account you want to work with.

4. Click on the ‘Tags’ option in the left menu

5. In Part 1 of my earlier Tag Manager tutorial, you setup an ‘Analytics Variable’. Now you can use that variable to track page views and collect Analytics data for your website.

6. Click ‘NEW’ and make the title ‘Page Views’. Then, click anywhere in the ‘Triggering’ field:

click anywhere in the ‘Triggering’ field

7. Click on the ‘All Pages’ trigger:

Click on the ‘All Pages’ trigger

8. Now click anywhere in the ‘Tag Configuration’ field:

Click on the ‘All Pages’ trigger

9. And choose ‘Universal Analytics’:

choose ‘Universal Analytics’

10. Click the dropdown under ‘Google Analytics Settings’ and choose {{Analytics}}:

Click the dropdown under ‘Google Analytics Settings’ and choose {{Analytics}}

11. Click ‘SAVE’

Now we will add the Remarketing Tag. If you don’t need to add this tag, just skip to step 25 and finish the tutorial.

1. Finding the Remarketing Tag ID for your AdWords campaign is a whole other process – here is a good resource for setting up your Remarketing Campaign (which you’ll need to do before proceeding):

2. Once you’ve setup a Remarketing Campaign, you should be given a code to add to your website. Rather than do that, just find and copy the Conversion ID (circled below):

copy the Conversion ID

3. Now follow steps 6 thru 8 above – NOTE: make the title ‘Remarketing’ rather than ‘Page Views’ in Step 6.

4. After you’ve clicked the ‘Tag Configuration’ field, choose the ‘AdWords Remarketing’ Tag:

choose the ‘AdWords Remarketing’ Tag

5. Now paste your Conversion ID into the Conversion ID field:

paste your Conversion ID into the Conversion ID field

6. You can generally leave the ‘Conversion Label’ blank – you will likely know if/when you need to fill that field. We will leave it blank.

7. Click ‘SAVE’.

8. Now click the ‘SUBMIT’ button at the top right, give your submission a Version Name and click ‘PUBLISH’

9. You should have installed the Tag Manager codes to your site already (in the Tag Manager Part 1 tutorial). Now you can remove all old Analytics codes (and Remarketing codes) from your site – Tag Manager will trigger all of those from now on.

10. You can test your site to make sure everything is working by using ‘Tag Assistant’ in Google’s Chrome browser. Follow the link above to install it and learn how to use it.

If you follow these steps, you will shorten the amount of time you spend setting up Analytics and Remarketing for AdWords on your site.

Here are links to the earlier Tag Manager tutorials

Part 1: How to set up Tag Manager on your website.

Part 2: How to set up basic triggers and tags.

Part 3: How to test Tags using Preview Mode + how Preview Mode can be used to help create new Triggers.

Part 4: How to setup Goals in Analytics so you can track Events on your website.

Rich Brown

Rich is one of the smartest dudes around here – he is our SEO Strategist at TheOnlineCo. He is a learner, he enjoys figuring out how to make things work and is tenacious about getting your SEO sorted. Rich has this ability to implement SEO strategies that help our clients rank for their designated keywords. He is thorough, methodical and highly skilled.

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