Google Tag Manager Audit Example

GTM Fixes

This audit has 3 classifications…

1. Basic Naming conventions for Tags in use.
2. GA transactions are enabled.
3. dataLayer enabled on QuoteSummary & Thankyou pages
4. 2 of 25 tags are in Templates
5. Publish account access is well controlled

1. Process issues:

• No separation of DEV vs LIVE environments in GTM hence 59% of revenue and 18% of transactions are Test orders from acturis.com in November
• Tag Templates for GA & DC not used! (effects 92% of tags)
• Trigger naming conventions not clear.
• Tag & Version notes not being used.
• ContainerVersion number not being stored in GA.
• No evidence of Tag Taint Testing or  Auto-QA testing.

2. Code issues:

• Direct Debit revenue showing as £0 as dataLayer.annualRevenue not populated(and patch for dataLayer.monthlyRevenue >> dataLayer.annualRevenue not present).
• annualRevenue is too high as -10% Loyalty bonus not removed
• ProductCategory script has a malformed JS statement on productVariations.match(‘Professionals’)===true

• eFilling script has JS error when no value was set.
• Unstable method used for determining virtualPageview using {{PageTitle}}. Changed to {{quoteStep}} or {{pageName}} which is much more stable!
• {{Page URL}} used rather than {{quoteStep}} hence DEV (digidev2.Client.com) will behave differently to LIVE (www.chirchill.com) as absolute hostname used
• Inline DataLayer reset, should be change to DataLayer append.
• Unnecessary jQuery dependency used in customVariable – Native GTM CSS selector is safer.
• JS errors should never be disabled using Try {} Catch{}, unless the Catch also outputs to dataLayer error listener.

3. Human errors in Tool usage:

• Van Q&B; funnel had double-pageview causing 0% Bounce rate & 0sec AvgTimeOnPage.
• DC tags were blocked on mobile version of Chrome – as document.write accidentally ticked on all 20 DC tags!
• [dl_startDate] entered rather than {{dl_startDate}}
• Safer method of using cross-domain not enabled.
• No script tags were loaded within a

1. Critical DC & Adwords Conversion patch for Safari not enabled (called ConversionLinker).
2. Native GTM auto-events not enabled
   – JS error tracking not enabled – hence parse error not detected
   – PDF download, mailto, tap-to-call
   – 30sec heartbeat on landing pages
   – Scroll tracking etc on blog/news pages

3. Not utilising   5 contentGrouping
4. Not utilising 20 customDimensions
5. Not utilising 20 customMetrics
6. Adwords Dynamic Remarketing not enabled.
7. Bing Conversion Tracking missing.
8. Facebook remarketing & SessionCam not enabled.

1. Clean-up existing GTM container
2. Enabled JS error listener
3. Enabled Enhanced Bounce Rate
4. Enabled FormField tracking
5. Fixed _eFilling JS error with JSON.parse error
6. Fixed GTM bug with JS compiler on productVariation.match(“Professionals”).
7. Standardises cross-domain tracking.
8. Added transRevenue for DirectDebit
9. Added 15% interest to DirectDebit TotalRevenue
10. Added PaymentType=DirectDebit | Annual tracking
11. Added cmpid >> utm_id tracking
12. Added GA classic seamless migration event
13. Added QuoteID & startDate to CustomDimensions
14. Added QuoteValue CustomMetric

15. Updated formFields with sequential number to make reporting easier
16. Updated formFields tracking for ContactTitle (missing in first iteration)
17. Updated FormField trigger to also invoke on Trademen Form
18. Updated EE StepNo from CurrentStep to quoteStep
19. Updated Triggers to use quoteStep as primary method
20. Updated CurrentStep to fallback to quoteStep  or dl_pageName
21. Updated ProductTarget to fallback to  dl_productName
22. Updated File download trigger to copy method used by Adobe DTM
23. Deleted inactive tags
24. Deleted hash dependency

1. ERROR JS tracking
2. ERROR 404 tracking
3. Click on Mailto
4. Tap to Call
5. Click to Outbound
6. Click to Download PDF

7. Click on Map link
8. Click to App download
9. Click to Social
10. Heartbeat after 30sec
11. AJAX and Tab tracking
12. YouTube Tracking

Inline code change for separating DEV vs LIVE…

Recommended inline code change for DEV vs LIVE…

Tag naming conventions

(BEFORE)

(AFTER)

Critical DataLayers Variable inconsistencies

Note: Javascript is CASE sensitive

1. Use camelCase for variable names:(e.g. productName NOT ProductName)
2. Ideally, try to use lowercase variable values:(e.g. xxxx not XXXX ) except currency which must be capitals “GBP”

Existing Variables…

More DataLayers Variable inconsistencies

// Should be ‘BR1‘ shortPostcode not fullPostcode

• www.insurancecompany.com/Quote/YourQuote2/ (correct)
• quotes.business-insurance.Client.com/AWE/Container.aspx?CurrentStep=QuoteSummary&ProductTarget;=PropertyOwners (wrong)

Fixed eFilling JS error within JSON.parse error

Fixed eFilling JS error within JSON.parse error

Fixed JS typo within product Variation.match

Fixed JS typo within product Variation.match

USE templates for DoubleClick DONT use customHTML for these

USE templates for DoubleClick DONT use customHTML for these

Adwords conversion revenue not enabled = ROAS bidding not possible

Bing conversion not enabled = CPA bidding not possible