How To Organize Your Remarketing Campaigns Using the Google Tag Manager

This article will share instructions on how you can install Google Tag Manager on your registration site to integrate with Google Analytics and set up your first remarketing campaign.

Organizing Your Remarketing Campaigns Using Google Tag Manager

Promoting your registration site is a critical step to making sure that you are collecting as many registrants as possible. Google Tag Manager can help with addressing this need, by allowing you to measure the performance of your campaigns, including email invitations, AdWords, and social media campaigns. You can also managing your remarketing campaigns by aggregating various tags from the different platforms that you have selected.

Installing Google Tag Manager

EventMobi registration events are fully compatible with Google Tag Manager and all ecommerce analysis features. Using Google Analytics' features, you can keep a close eye on your event's results.

Log into your Google Tag Manager account and create a new container, or use an existing one
Copy the Google Tag Manager code (should look like the example below)

<!-- Google Tag Manager --> <noscript><iframe
src="//www.googletagmanager.com/ns.html?id=GTM-XXXXXX" height="0" width="0"
style="display:none;visibility:hidden"></iframe></noscript>
<script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new
Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
'//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
})(window,document,'script','dataLayer','GTM-XXXXXXX');</script>
<!-- End Google Tag Manager -->

Go to EventMobi Registration and edit your event
Click on Other Options
Paste the code into the Tracking Code area found on the Analytics & Tracking page

Your event is now connected to your Google Tag Manager and will begin communicating data.

reg analytics

Tracking Visits in Your Google Analytics Account

To connect your Google Tag Manager to your Google Analytics account, follow these instructions:

Within your container select Tags followed by New
Input a Name, such as 'Google Analytics Pageviews'
Set the Product as Google Analytics
Set the Tag Type as Universal Analytics Configure
Set the Tag as Tracking ID: UA-XXXXXXXXX-X and Track Type: Page View
Update Fire On to apply to All Pages
Click on Create Tag
Select the Publish at the top right corner

Google Analytics will now start collecting data about the visits on your registration site.

Creating Multiple Tags

If you would like to create multiple tags, for example to track your registration's funnel or the transactions results, we recommend creating a variable with your Tracking ID following these instructions:

Click on Variables
Select New under User-Defined Variables
Select Constant as the Type
Configure Variable as Value: UA-XXXXXXXXX-X
Click on Create Variable
Edit your Tag (i.e. Google Analytics Pageviews)
Replace the Tracking ID (UA-XXXXXXXXX-X) with , which you can do by
selecting GA Property from the list

Track Transactions and Amounts Transferred in your Google Analytics Account

To track data related to event categories, options and amounts in Google Analytics, you will need to create a new trigger and a new tag.

To create a trigger that will collect data about registrations, follow these instructions:

Click on Triggers followed by New
Input a Name, for example "Checkout"
Set Choose Event as Custom Event Fire On
Set the Event Name that you created (i.e. Checkout)
Click on Create Trigger

The next step will be to create the tag that will allow you to collect data that will be shared with your Google Analytics account. To do so, follow these instructions:

Click on Tags followed by New
Input a Name, for example "Checkout"
Choose the Product as Google Analytics
Choose the Tag Type as Universal Analytics
Configure Tag as Tracking ID: UA-XXXXXXXXX-X or if the variable has been configured and Track Type: Transaction
Set Fire On as More followed by "Checkout"
Click on Create Tag
Select Publish

Your Google Analytics account will now receive data about the registrations collected on your registration site.

How To Set the Registration's Funnel in Google Analytics

This will process will require you to create 2 variables following these instructions:

Click on Variables
In User-Defined Variables select New
Set the Type as Data Layer Variable Configure
Set the Variable as Data Layer Variable Name: virtualPageTitle and Data
Layer Version: Version 2
Click on Create Variable
In User-Defined Variables select New
Set the Type as Data Later Variable Configure
Set the Variable as Data Layer Variable Name: virtualPageURL and Data Layer Version: Version 2
Click on Create Variable

To create the trigger that will allow you to collect data from registrations, follow these steps:

Click Triggers followed by New
Input a Name, for example "Virtual Pageview"
Choose the Event as Custom Event
Set Fire On as More followed by "Virtual Pageview"
Click on Create Trigger

The next step will be to create a tag that will allow you to send the collected data back to your Google Analytics account. Follow these instructions:

Click on Tags followed by New
Input a Name, for example "Checkout"
Set the Product as Google Analytics
Set the Tag Type as Universal Analytics
Set Configure Tag as Tracking ID: UA-XXXXXXXXX-X or if the variable has been configured and Track Type: Transaction
Set Fire On as More followed by "Checkout"
Click on Create Tag
Select Publish at the top right

Your data related to your registration steps will now be sent to your Google Analytics account.

Configure Your Remarketing Campaigns

The easiest way to do so is to refer to the integration guide of your choosing. For example, if you choose to receive data about website access via a Facebook tag, follow these instructions:

In your container, select Tags followed by New
Input a Name, for example "Facebook Pageview"
Set the Product as Custom HTML Tag
Update the Configure Tag area with the HTML code received from Facebook
Set Fire On to All Pages
Click on Create Tag
Select Publish from the top right corner

Another example is to create a Tag that will activate only when a subscription happens. For this process, we will use the virtual page register#success of the subscriptions' funnel. Follow the steps outlined below:

Click on Triggers followed by New
Input a Name, for example "Success Virtual Pageview"
Set the Event as Custom Event
Set Event Fire On to the Event Name (i.e. "Virtual Pageview")
Fire the trigger when all of the following are true:
- Page URL
- Matches RegEx (ignore case)
- Vregister#success
Click on Create Trigger

The final step will be to create the associated Tag by selecting the Trigger that you have just created in the Fire On area.