CXL Institute’s Digital Analytics mini-degree review — Part Seven
I’m continuing my educational journey with CXL Institute and their Digital Analytics minidegree, still spending some time with Google Tag Manager. I am currently watching the second course that Chris Mercer is teaching on Google Tag Manager and on the same time trying to practice what I’m learning on dummy and real GTM Accounts. In this week’s post I am going to summarize what Chris Mercer is teaching at the Intermediate Google Tag Manager Course.
At the beginning of this course, the first issue that’s being introduced is the export and import feature of Google Tag Manager, which is a very important skill to have. And then, the real course starts.
- Advanced Video Tracking:
In this course you learn how to track video events in other platforms other than YouTube, such as Vimeo or Wistia. With the help of the import feature of GTM that we learned during the previous course, we could import a “recipe”, as its called and track videos that are on Vimeo or Wistia. We are actually getting the help of the community here in order not to waste effort and time in creating tags and triggers and custom code from zero. There are a lot of people and companies out there that we can trust that the job will get done.
- Page Elements:
At this part of the course we learn how to use the Element Visibility Trigger and go beyond just scroll tracking. We learned how to use this kind of trigger in order to successfully track form completions utilising some minor CSS knowledge and the inspector tool of the browser. Also, using the same trigger, we can track error messages when a user for example doesn’t fill all the required steps in a form.
- The Next Level:
In this lesson we learn about Enhanced Ecommerce and how we can start using Google Tag Manager to send even more detailed information to Google Analytics and other platforms. Sometimes Standard e-Commerce reports in Google Analytics works fine, but there are some situations that Enhanced Ecommerce is better at telling the story. My personal interest in ecommerce makes me really willing to understand everything about ecommerce tracking and analytics and this course was really explanatory about all the different possibilities that Google Enhanced eCommerce can give you. The real difference of the more advanced implementation of Enhanced Ecommerce is that you have the knowledge of “how”. How did my users found themselves in a situation where they become purchasers?
Even though the Enhanced Analytics report is as useful as it gets, it’s really hard to implement it and get to know it. Let’s start from the beginning. In order to be able to actually set up Enhanced E-commerce, you need to be able to send the information that Tag Manager needs through the data layer. And that’s already a first challenge. Unfortunately, depending on the cms and the system that the eshop is set up, different implementation is required. And while there are a lot of plugins out there for the most popular platforms that make this job easier, having a custom eshop requires a lot of communication and time and effort in order to get it right, especially when its the first time you have to implement Google Enhanced Ecommerce.
I had already tried to implement Enhanced Ecommerce in the near past, and while attending this course by Google Mercer, I already found numerous mistakes that could have been avoided in the process. And that lies in the fact that we, as marketers, we’re afraid to get a little bit technical. Nobody expects you to master the art and science of programming, but being able to understand how everything comes together and what a developer can and can’t do, then everything in the communication process will get easier. And I’m going to explain what I’m trying to say using an example.
As I mentioned just before, I already wanted to implement Enhanced Ecommerce in Universal Analytics, so when I told that to to my colleagues in marketing, they sent me right away to get more information from the developers. But they didn’t really know what was it, so I searched a little bit and forwarded them the implementation guide for developers that I found. Everything went (almost fine), but there wasn’t a person in our company that knew the ins and outs of Google Tag Manager in order to actually set it up. And that brings me to the problems that arise in the second part of the implementation of Enhanced Ecommerce and that is the lack of knowledge and structure inside a company. Who is responsible for Google Tag Manager?The developer? I don’t think so. Even though he or she might find it really useful, it’s not exactly where their role lies. Is it the marketer? Yes. Being a digital marketer requires that you have the knowledge of these tools. Maybe not at an advanced level, but just being able to communicate better with your colleagues at the web development makes it really valuable. In a perfect world of course, and I believe that’s what bigger companies are doing, there is a team behind the measurement and digital analytics with specialists that know really really good all these tools and they are eager to deep dive.
Concluding my story, this was one of the reasons that I started this Digital Analytics mini-degree. Not only I find it fascinating, but it is and should be a very important skill for any digital marketer. And I really hope that the people in marketing who are reluctant and a little bit of afraid of getting their hands dirty, they will see that it actually opens up a whole new world of possibilities for them.
In the next week, I will try to complete the rest of Intermediate Google Tag Manager course and proceed to more Advanced courses of the CXL Institute.