Intermediate Google Tag Manager For Advanced Video Tracking
Why would you even be interested in learning more about Google Tag Manager? I guess this is the common question that pops out to every marketer, so why? The answer is simple — When you learn the basic foundation of GTM, it gives you the feasibility to do a lot more you want. However, the product improves whilst your skillset is evolving/growing on tracking, management, and measurement!
Going beyond the basics helps you be aware of every possibility of GTM and the following solution when you find things that are not such a cookie-cutter. Which mean you need to be able to do a lot of customisation.
Fortunately, this intermediate guide is designated for marketers who have basic implementation skills and understand what needs to be done with tags, triggers, variables and workspace. If you are not, this is the CXL course you can go with.
How to import/export container
We want to remind you again of the importing and exporting feature since many implementing experts in the data world have created some accessible recipes of the measurement behaviour for marketers to take advantage of it. In addition, exporting a container could be seen as a way of backup. Of course, you can check out this link for additional information.
To do so, you need to go to the admin section to see the import and export option.
When you import the container to your GTM, choosing the “Merge” option is always suggested and selecting rename conflicting tags, triggers, and variables. The reason being is that when you overwrite the selected workspace or the tag/triggers and variables, you may delete the original files.
When you choose to export the container, you will see a list of container items along with your JSON files. Just click on your top right corner when you choose to export.
This feature will be used in the following video tracking.
Advanced video tracking: Using other video engagement recipes
In GTM, you only have an option of tracking YouTube embedded videos, using the built-in features that already come preinstalled. However, what if you’re using a third-party video service like Vimeo, Wistia etc.? Remember we have mentioned the recipe earlier — this is going to tie with your importing features.
First, let’s start with Vimeo Tracking for GTM and check out this link by Bounteous. You will find the details of the instruction listed, so please read through if you can.
Next, hit the download file button, and you will receive a JSON file which you are going to import into the GTM.
Same step as mentioned above. Go to admin > import container > choose your import JSON file > select your workspace > choose the import option as Merge and select overwrite ( if you have nothing built as such before) > hit confirm.
Testing video engagement recipes
Now, the imported container will create the LunaMetrics Vimeo tracking plugin with different tags, triggers and variables that you can find under Folders.
Here you may want to click on GA -Event -Vimeo Tracking to look at how it was set up.
There is a big reason for doing that as some of these recipes were created long ago, and they were set up in a very certain way that worked back in the old version of GTM, and things can be managed differently now. You need to update the Action and Label Name, select GA variables and disable the overriding settings. You can see the modified settings as such:
In addition, you may need to change the tag name of the custom HTML tag for good name convention practices. And hence call it out as [Script -Bounteous -Vimeo Tracking] will help you find the tag easier. *LunaMetrics has rebranded to Bounteous.
And again, please go slowly through the HTML script to get an idea of the build since they can drop you the hint and tell you how this works.
Once this step is done, you can test it at the Preview before submitting it.
Here is a small advice for the beginner: Recipes are dangerous stuff, so it is always better to bring in the code from the source you trust .i.e Simo, Bounteous, etc. Don’t go blindly in and pulling in all of this containers and importing these different recipes because it can really screw things up. So always go slow, especially when you are just starting out.
Implement other video recipes
If you are using other video platform and wondering how can you do the same step as shown above? Just google it, and it will show you a list of the video recipes that you can use. But always remember when you import other recipes, make sure the container is not overriding your existing one. Otherwise, it will generate some sort of conflict in GTM.
I like to wrap up the article with three words coming from Chris Mercer, the co-founder of MeasurementMarketing.io — TBV. Trust but verify. That means to trust that you set up correctly but go back with that attitude that it’s wrong. Repeatedly without ceasing. And you will succeed in your GTM implementing journey. Hope you find it a good read! :)