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How To Set Up Your Analytics And Retargeting Using Google Tag Manager | V12

How To Set Up Your Analytics And Retargeting Using Google Tag Manager | V12

if you want more sales and profits in
your business there are two things you can do right now to greatly increase
both the first is to give visitors to your website or social profiles the best
experience possible the better the experience the longer they will stay the
more content they will consume the more leads you can convert and the more sales
you can make the second way is to get back in front of those visitors that
leave and try to get them to come back and re-engage with you your products
and/or services these two goals can be accomplished through the use of
effective tracking of your visitors using analytics and then implementing
retargeting or remarketing to get back in front of them to help you with that
in this video I’m going to walk you through the step by step setup of Google
tag manager Google Analytics and Google search console and then tie all of those
plus your YouTube channel together then we’ll get your retargeting list started
inside of Adwords and Facebook using pixels no tech skills required I’m
excited about this last video in this series let’s do this now before you look
at the length of this video and you decide to click away I just want to let
you know that while I will be covering a lot of content for you here if you are
only interested in some sections and not all while it might be easiest for novices
to go through the steps in order you can skip ahead to specific sections you are
interested in by utilizing the timestamps in the description area of
this video the timestamps are like a clickable table of contents just click
the more button below the video or wherever you see it to open up the
description area and then click on the section that you are interested in and
you will jump straight to that part of the video I will add though that even if
you think you have no interest in setting up analytics or remarketing
right away because perhaps you are not seeing any or much traffic yet there is
a definite advantage to doing so sooner rather than later so you can start the
clock running on collecting data while you get the rest of your ducks in a row
with the setup of the rest of your business and your website so welcome to
video 12 how to set up analytics and retargeting using Google tag manager if
you’ve been following along with your ultimate web presence checklist which
you can download below in the description area if you haven’t already
you are now at the final video in this web presence video series titled how to
easily create a web presence for your business
even if you have zero technical skills I’m Kevin Striker with Tru Lift Digiital Marketing… there’s lots of important stuff to cover here so let’s get right
at it the last video, video 11 had two parts
part 1 how to set up key social media profiles for your business focused on
bringing visitors or traffic back to your website using social platforms
specifically we went through how to set up a Facebook page for your business a
Twitter profile and Google accounts including a YouTube brand account and
channel for your business and a Google+ account and then in part 2 we walk
through the setup of your Facebook business manager to aid in the
management of your Facebook page and ad account for just yourself or for other
staff or business partners which puts you in a position to be able to use
Facebook advertising to bring in more traffic if that is another way that you
intend to grow your business with the stage set for visitors starting to come
to your site once you do go live with your website if you haven’t already
attention now shifts to tracking that traffic and what they do on your website
so that you can optimize your site both for better visitor experience and for
converting those visitors into buyers this stage is accomplished through
analytics and retargeting since at least a basic understanding of these two terms
is integral to the understanding of this video I’ll quickly take a second to
explain them further what is analytics I look at analytics in
the context of this video as the collection of data related to actions
taken by visitors on your website or YouTube channel and the reporting of
that data in a meaningful way that allows for the improvement of both
visitor and robot experience a better experience helps you optimize your
website and your YouTube videos for traffic and ultimately leads to more
revenue for your business through conversions you might think well I can
see why visitor experience is important but what is this robot stuff right it
will likely make more sense as you go through this video but in addition to
paid means of getting traffic to your website
utilizing search engine optimization is also very valuable so making things
easier for robots like Google search engine spiders which feed information
into Google’s algorithm can lead to higher rankings in the search engine for
your business which leads to more traffic which leads to more revenue
until you get more into it that might not make much sense if not for now just
consider analytics as a tool used by marketers to improve traffic and
conversions on your website and/or videos
have you ever noticed that when you go to a website to see something maybe read
a blog post or watch a video or whatever that when you leave that website and go
to another that the ads that show up there are often related to sites that
you have previously visited chances are great that you have been retargeted
retargeting which is also referred to as remarketing when we work inside of
Google is the ability for marketers utilizing a third party to drop a small
piece of code on your computer or whatever device you are using also
referred to as a cookie or a pixel when you visit their site and this code or
cookie or pixel allows the marketer to put ads in front of you that relate to
places that you have already been to and showed interest in if you go to
target.com for example looking for something then a couple days later you
are watching a YouTube video for example you may see an ad for Target before your
video plays and then the next day when you’re reading a blog post you see an ad
for Target in the sidebar it seems to follow you around the web and even on
your phone when you went to Target.com a cookie was placed on your computer and
then since you already showed interest in Target, by originally going to their
site, Target puts an ad in front of you that hopefully leads you to purchasing
something from them or at least leading you further in a direction to
interacting in some way with the Target brand an incredibly effective way to
stay in front of those people that have already shown interest in you
please note before we get started with Google tag manager I’m starting this
section off assuming you have not created any tracking codes on your site
yet or at least not the ones that we’re going to install in this video if you
have for example maybe you’ve already installed Google Analytics using some
other method make sure to not double install any code snippet as that will
double count your data and give you skewed numbers in your reporting we’re
gonna start things off with Google tag manager but first what is Google tag
manager when I created my first website in 1996 there was no such thing as
tracking codes heck there wasn’t even Google yet but not too long ago it used
to be that there was likely only one tracking code you would place on your
website to track various activities or actions that take place on your site
likely the most used in the past was Google Analytics and/or Google Webmaster
Tools which is now referred to as Google search console now with the advent of
tracking pixels from Facebook and Google along with other analytics tracking
codes you might want to use like crazy egg
Hotjar or whatever else the need for an easier way to add those codes to your
site gave rise to Google tag manager so instead of individually inserting code
onto your site for the ones I mentioned separate code inserted for Facebook
separate code for Google Analytics Google search console Google AdWords
crazy egg hot jar etc which if you’re not tech savvy can be tedious confusing
and possibly lead to conflicts between the tracking codes you just place one
universal piece of code on your site Google tag manager and then you insert
your individual codes easily into Google tag manager this greatly simplifies the
installation of your tracking codes and on top of that it’s my favorite price
free with that said here we are inside of my wordpress dashboard and as a first
step I’m going to open a new tab in my browser and do a google search for
Google tag manager this first option is the one that I want alternatively of
course you can just enter google.com slash analytics slash tag – manager
directly into your browser and hit enter I’ll click on that first option now this
particular site gives you access to many features within Google as you can see
at the top including analytics tag manager which we are on now optimize etc
since I’m already in the tag manager section I’m just going to click on the
big green button sign up for free I have a few different Google accounts but the
one that I want here is the account that I created in video 11 of this video
series for Tru Lift Digital, so I’ll click on that one for you if you only
have one Google account your browser will likely just pop up that one option
for you to sign in with my password is saved and pre-populated for me so I’ll
just click next to sign in if you don’t have your password saved in your browser
you may have to manually enter it and that loads up the admin area of Google
tag manager if you’ve never been in here before you should see something similar
to this screen you can set up multiple accounts inside of each Google account
that you have if you have multiple businesses to set up a new account for
Tru Lift Digital Marketing, I’ll just follow the prompts and enter an account
name Tru Lift Digital Marketing you can share your data with Google if you want
here’s some more information on that I’m not gonna do that I’ll just hit continue
now it’s asking you to set up a container for me I look at containers as
individual websites that I want to be able to insert code into to track I
sometimes have landing pages set up on different websites or URLs and I will be
creating some of those for Tru LIft I’ll be speaking about landing pages
more at TruLiftDigital.com, but for now just put the main web site that you
are looking to track information on for me TruLiftDigital.com. I’m interested
in tracking activity on my website so I’ll click web and then click create and
of course the ever-present Terms of Service have a read through that I’ll
just click on yes here you have the instructions on how to
install the Google tag manager code onto your website what you have here are two
pieces of code called code snippets that you need to place in your website’s HTML
which is your website’s code now if you’ve never done this before or you’re
not code or tech savvy this might scare you but have no fear I’ll walk you
through an over-the-shoulder view of two different ways that you can go about
doing this if you want you can also click on a link below the snippets for a
QuickStart guide the good news is you only have to do this once with Google
Tag Manager and that’s it first highlight the code in the top box and
copy it by clicking Control C on a PC or Command C, if you use a Mac. Just like it
says you need to paste that code as high in the head of the page as possible I’ll
show you what that means. I’m just going to go back to the wordpress dashboard of
my site if you’re not logged in there yet you will have to do so I’m just
going to go down the left sidebar to appearance hover over that and then
slide over to editor and click on that now depending on what theme you have and
what version of WordPress you are using you may see a slightly different screen
I’m just gonna put up a screenshot from the WordPress basics video in this video
series which was video 7 for a second just in case you see a screen similar to
this as it says here editing this code is highly discouraged proceed with
caution and the reason for that is if you are
not tech savvy and you screw something up in this section you can break your
site and have a hell of a time trying to figure out how to fix it
having said that I’m going to show you step by step here in the next few
minutes exactly what to do in fact I’ll show you two different ways to add your
Google Tag Manager code and also show you a way that I protect myself from
possible screw-ups that it is warning you about here if you don’t feel
comfortable following along with me then that’s cool you can get someone to
install this code for you if you want to have Google Tag Manager on your site
perhaps you will want to watch what I do in the next few minutes before making
any changes on your site and if you are then comfortable editing some code just
click on the proceed button here to do that. Before you do however I would
suggest at this point as an additional precaution that you backup your website.
If you’re not sure how to do that I covered that in video eight of this
video series on plugins. I’ll just switch back to my live screen now. In video 10
of this video series, I installed the avada theme on my site but no matter
what theme you are using select your active theme from the drop-down on the
right side here and then scroll down the right side until you find Header.PHP
which for me is this one here theme header with header.php in brackets so
I’ll just click on that which will load up the code for that particular section
of your website if you remember back on the Google Tag Manager page we were just
on you need to place that code as high in the head section as possible if
you’re not familiar with code this right here is the opening tag for the head
section it just has this style of Open bracket the word head and then the same
style closing bracket with no spaces think of it like a chapter heading in a
book this section is the head chapter and then if you scroll down the page
you’ll eventually find the closing tag for the head section or like the end of
the chapter. Not all HTML tags are like this but for
the head tag you know that this is the end of the chapter or the closing tag
because after the opening bracket you have this forward slash before the word
head which denotes a closing tag everything between the opening head tag
and the closing head tag is the head section of your website or like I said
kind of like one chapter in a book we just need to paste the code that we
copied to your computer’s clipboard as high in this section as possible now that
we are up to the opening head tag we could just place our cursor after the
opening tag click enter and paste that code now because I’m admittedly not very
tech savvy I’ll show you a quick trick or hack that I use to protect myself
from my screw-ups that should also give you more confidence if what I said
earlier about breaking your site increase your anxiety. You may have seen
me do this in a previous video in this series… rather than just paste the code
from my clipboard after the head tag immediately I go a little above the area
that I want to change with my mouse to give myself a reference point and then I
highlight the text down to a bit past where I’m going to insert the new text
and then I copy that Command C in my case which copies that text into my
clipboard then I go to a text editor that can be anything that you use like
Word or Google sheets I usually put my stuff in Microsoft OneNote so I’ll open
that I just type the word “before” so I know that this is what it looked like
before I made the changes and then I paste the information from my
clipboard control or command V by doing this extra step what I’ve now done is
replaced what was in my clipboard which was the code that I needed from Google
Tag Manager so I will have to go back to the Google Tag Manager tab and copy that
same highlighted portion again then go back to my WordPress dashboard now I can
place that code after the opening head tag here so I just put my cursor after
the closing bracket and hit enter and then I paste the code which added whoops
which added this new bit of code from Google Tag Manager here now that the
code has been added I again go up above the area that has changed and I
highlight the text down to below the change that I made and copy that go back
to one note or whatever text editor you are using I’ll enter the words “after” to
let me know this is what things look like after I made the changes and then
paste that after section command V and then I usually just highlight the
section that is new just to make it even easier for me to see that change so now
we are only halfway through the code install of Google Tag Manager so I have
to go back to Google Tag Manager and do the same thing with the text in the
lower box but this time I need to paste this code into the body section of my
website so I copy that and go back to my WordPress admin page now I’m looking for
the body tag of my website so I’ll scroll down and here it is. Normally this opening tag
would just be open bracket the word body and then a closing bracket
but this opening body tag has another tag embedded inside of it. Don’t let that
throw you off. As long as you see an opening bracket immediately followed by
the word body with no spaces you are looking at the opening body tag now I
could just go to the end of this tag or chapter heading section hit enter and
paste that code but I’ll just perform that extra step again to cover my butt if
you don’t feel like you need that extra step you can skip this but I’m just
going to highlight the text from say here to somewhere down like here copy
that and go back to OneNote type before and then paste. Then go back to Google
Tag Manager tab and copy that code again because it was replaced inside of my
clipboard control or command C go back to my dashboard then after the opening body
tag I’ll hit enter then paste that second piece of code control or command V
which is this section here so I’ll highlight all of that and a little bit
more copy that go back to OneNote type after I just put a space first paste
that section and then highlight the part that I just added and there you go
that’s it. I would then save this page somewhere likely using the current date
so that I know exactly when these changes were made then if anything
screws up on my website I have a good reference area for how to put it back to
the way it was before. Admittedly this is an extra step that likely takes longer
to explain than it does to actually do but I think it’s always a good idea to
be safe if you don’t feel like you need to step just skip it. Once you have done
that, go back to your dashboard, scroll down to the bottom of the page actually
scroll down the side here and click on update file to save your changes. That’s
one of the ways I’m going to show you how to insert that code the second way
is by using the DuracellTomi plugin before I do the second way I’m just
going to go up and delete what I just did so that the two methods don’t
conflict if you follow it along and feel good about what you did then don’t worry
about the second method you could just leave things here after you’ve clicked
on update file and you are done with the Google Tag Manager install just skip
ahead to the Google Analytics section by using the Time Stamps
in the description area below this video if you’re watching this in YouTube to
delete what I did in the first method I’ll go back to the head section this is
the code that I just added I’ll hit delete and then delete that
extra line then I’ll go down to the body section here’s the opening body tag so
here’s the part that I just added I’ll highlight that and hit delete and delete
the extra line I just created. In video 8 how to install six must-have WordPress
plugins we installed the DuracellTomi plugin so to show you the second method
for adding that code I’m first going to go up to the dashboard and click on that
to show you that I could either click on this link here enter your GTM ID which
stands for Google Tag Manager which is part of the DuracellTomi plug-in or if
you don’t have this option displaying on your screen if you scroll down the left
sidebar down to settings hover over that and then over to Google Tag Manager and
click on that they will both get you to the same place here it is asking for
your tag manager ID in order to get that I have to go back to the Google tag
manager tab I don’t need this script here anymore
so I’ll just click on OK the ID that I’m looking for can be found up here on the
top bar this GTM and then a string of numbers and letters
I could just highlight this ID here and copy it to my clipboard but this is a
link so just so you know if you ever want to get back to that code section
just click on the link and here’s that code I’ll just X out of that for now to
find another place for that code just in case Google changes the way that their
site looks I’ll just show you that you can also get your ID by going over to
accounts and clicking on it and then on the same line as your container on the
far right is the same ID under container ID highlight that and copy it go back to
your dashboard and paste that ID in the blank field beside Google tag manager ID
then it gives me the option of putting the ID inside of the footer of your page
or custom codeless or off. Footer is not recommended and codeless could break the
front-end so despite the fact that we will have to tweak the template since we
know that we can do that I’ll click on the custom radio button to perform that
template tweak using the custom code template it says we have to add the
following line after the opening body tag so I’ll highlight this code here at
the bottom and copy that before I go over to the editor I’m just
gonna save these changes to make sure that it saves my ID those settings are
saved I’ll go back to appearance and back to the editor and then back to
where we just were the header.php file. This time I’ll go
straight down to the body tag here’s my body tag right here so I’ll just go to
the end of that tag and hit enter paste that code command V and of course I
could do the same thing that I showed you earlier where I copied the before
and after version of this change in a text editor if I want to cover my butt
from possible screw-ups but for the sake of time I’ll just skip that
demonstration this time I’ll scroll to the bottom of the page and click on
update file to save it and it says that the file edited successfully now if you
want to verify that the plugin successfully added the code to your
website properly there are a couple of ways to verify that I’ll show you one of
them here I’ll just go up to the top of my dashboard hover over Tru Lift Digital Marketing and click on visit site and then if you right click on any
portion of your site you will get this pop up just scroll down to view page
source which is the code for your entire site just click on that even though we
only added the DuracellTomi code to one section it should have put two
pieces of code inside of your website’s code one in the head section and one in
the body section we want to look for the head section which is usually right up
at the top line number 4 here for the opening tag we need to find the Google
tag manager portion so just scroll down and thankfully Google tag manager
identifies their code nicely it’s right here line 133 down to about 145 or so if
we scroll down a little bit further we’ve got the opening body tag after the
closing head tag and right below that opening body tag is your other piece of
code line 171 to 174 so we know that the code got added in there properly I’ll
just close that tab and go back to my WordPress dashboard if you want you can
configure the Google tag manager further so I’ll just go down the side again to
settings and then over to Google tag manager and click on that
we’re all good with the general tab basic data I’m just gonna leave that at
default I’m not gonna change anything here you can have a look to see if
there’s anything that you want to change in events I’m just gonna check this
social actions so that I can track when someone clicks on a social button on my
site I like to know what is getting shared etc as I may want to highlight
that content somehow or send more traffic to it then I’ll save my changes
scroll tracking I’ll leave it default blacklist tags I’ll leave a default as
well inside of integration I do intend on actively using contact form 7 on my
site so I’ll just check that box to include it in tracking when a form is
submitted and Save Changes I’m not gonna change anything inside of advanced or
credits so I am now done with the Google tag manager section I’ll just go back to
the dashboard. That was a big section but now that it is behind us we’re gonna
move on to setting up your Google Analytics first what is Google Analytics
and why do you even want to set it up in the first place Google Analytics is
another free service from Google unless you upgrade to the enterprise level
which collects or tracks a tremendous amount of data related to traffic on
your website and then provides you with reports through graphs charts maps etc
to analyze that traffic the customizable reports allow you to see what you want
to see and get as detailed as you want not only can you see how many visitors
you had in a year a month on a specific day or within a specific period but you
can zero in on just one visitor or group of visitors and find out what device
they viewed your site with various demographic and geographic information
about them how long they stayed in your site which pages they visited whether or
not they purchased anything and if not what stage or page did they leave on how
did they come to your site was it from search social direct referral etc the
amount of data and the reporting capabilities go on and on and on don’t
look at this data and the reporting of it as a nice to know kind of thing you
can take this data and make it actionable by helping you make decisions
about your site like using it to improve your visitors experience on your website
increase the amount of time that they spend and the amount of money that they
spend analytics is a very valuable asset in improving your marketing campaigns
and Google Analytics is the most widely used analytics provider
on the Internet with that said let’s get your Google Analytics set up I’m just
going to go back to the open tab for Google tag manager since Google tag
manager and Google Analytics can be accessed from the same page and since
I’m already logged into my Google account in this case for Google tag
manager I’m just going to click on the apps icon at the top here which opens
the other Google tools available to me from the site and I’m going to click on
analytics which opens a new tab then to start using Google Analytics I’m just
going to click the sign up button on the right hand side now we just create a new
account we want to track a website so the correct option is already selected
website if you are doing this for a mobile app obviously change it over to
that but I’ll just stay with website then just fill in the rest of the
information below the account name I want this account to be for all things
related to my tru lift digital marketing business so that is the top-level
account name tru lift digital marketing then within that account I can have a
number of different websites that I want to track for now the only one that I’m
interested in tracking is the tru lift digital site so I’ll just call it the
same thing tru lift digital marketing for website mine isn’t a secure site so
HTTP colon double forward slash is applicable but you can change that to
HTTPS colon double forward slash if you have a secure site I’ll just enter the
rest of the URL TruLiftDigital.com for industry category just select
whichever one makes the most sense for you I’m just going to select business
and industrial probably the closest I guess I’ll leave the reporting time zone
where it is United States Pacific I’ll just scroll down a bit Google Analytics
wants to also track the data that they collect for you and they tell you why
and refer back to their privacy policy feel free to read through that if you
want they are all recommended so I’ll just leave them all checked and click on
get tracking ID then you can read through Google’s Terms of Service it’s
set to United States but I’m in Canada so I’ll just choose the Canadian Terms
of Service and click accept then down here you have your Google
Analytics tracking ID just highlight that and copy it to your clipboard
command C or control C if you’re on a PC I’ll just close this by clicking ok got
it if you have the password tracker downloaded and are using it to keep
track of all passwords URLs usernames etc for your website you may want to
paste this ID in there to get a free web presence password tracker for your site
if you don’t already have one there is a link in the description area for this
video go back to the Google tag manager tab at the top and open that up click
inside of the workspace area here now inside of Google tag manager you have
three primary sections I’ll call them you have tags triggers and variables
without going into a long explanation tags are the code that you are using to
track specific actions sometimes refer to as pixels for example in this video
I’ll show you how to install Facebook’s tracking code or pixel on your website
that code would be contained in a tag inside of Google tag manager once that
code is placed on your website you need to instruct the code what you want it to
do or what you want it to track for example you want it to keep track of
visitors to just your homepage or do you want to just track your blog posts or do
you want to track when they complete a specific action on a page etc like
clicking on a certain link or button to tell the code to track what you want it
to track you use triggers which are kind of like instructions I want you to track
or let me know when someone looks at my Contact Us page or I want you to track
all actions completed on all pages for example if that is your instruction then
when anyone comes to your site and performs any action the code fires which
means it says hey I better record this action or track what this visitor does
because you told me that’s what you wanted me to do and then if you use the
same code repeatedly a shortcut rather than going back and finding the code
every time you want to enter it into Google tag manager you just assign a
variable to that code to represent it if that’s confusing it will make more sense
as I go forward here Google Analytics is one of those pieces of code that you may
use again and again inside of Google tag manager so creating a variable for it
might make sense to keep things as simple as possible I considered not even
discussing variables because you may not ever use them
it is completely optional but just in case you do I think I’ll just quickly
show you how to set one up the first step in putting any code into Google tag
manager is usually to create a new tag but I’ll quickly show you how to set up
a variable first and then come back to creating a tag I’ll just go down to
variables on the left hand side here and click on it first we have to create the
variable so go down to this user defined variables area and click on new you then
need to title that variable so you know what it is so I’ll just go up here
highlight this text and replace it with GA for Google Analytics tracking ID and
then click on the big box with the Lego piece to choose a variable type this
particular variable will not change so you just need to look for constant and
click on that and then for value just paste your Google Analytics ID in the
blank field control or command V and then click on the Save button and that’s it
you just created a variable GA tracking ID okay so to create the tag then just
click on tags on the left hand side and then click on new to create a new one
we need to title the tag so we know which one it is I’m just going to call
it Google Analytics integration then click on the tag configuration box which
will slide over this menu there are two Google Analytics options the old one is
the legacy version or the classic but we want this top one here universal
analytics so click on that and now for tracking ID if you haven’t created a
variable we could just directly enter your Google Analytics ID by pasting what
is still in my clipboard like this UA and then a string of numbers or since we
now have a variable created for that ID now just click on the Lego block over
here which takes you to a menu of your variables these are just default
variables but among them here is the variable we just created GA tracking ID
so click on that which accomplishes the exact same thing in this instance it
would have been just as easy to just insert the ID itself but I wanted to
show you how to use and create variables just in case you ever want to use them
in the future so now that you’ve told Google tag manager what you want to have
as your tag you can select the track type it’s defaulted to page view but if
you click on this drop down you can see other available options in this
particular instance I just want to go with the generic
catch-all of pageview so that tracks every page viewed on my site now that your tag
is created you need to provide instructions on what you want the tag to
do or when you want it to fire or record or track specific actions so I’ll just
click on triggering and with Google Analytics you basically want to record
all actions taken on all pages so just click on all pages the only option
currently up here then just click on the Save button in the top right to save
your change now that you have the tag created and the tag has instructions on
what you want it to do to actually have the code inserted on your website you
have to publish the tag you just created if you click on the drop down beside
publish you get some other options to verify that things are working right
before you publish you can go to the preview and debug mode first by clicking
on preview here which places your web browser in a preview mode so now if I go
to my website I’ll just click on the WordPress dashboard tab and then visit
my website by clicking here you see my page as you would normally see it but
with the preview mode running you have this window down at the bottom they’ll
let you know if things are working properly what this tells me is that the
Google Analytics tag that I just created has fired so I know that it is working I
just visited my site and since the instructions that I gave were to fire
when someone comes to my site this just confirms to me that the tag is doing
what I told it to do it’s supposed to work on all pages though so let’s just
try another one of my pages I’ll go up to the navigation bar on my site and
click on my contact page and let that load here’s my contact us page and it
tells me that the tag is fired again another way to confirm that your
tracking is working is to go straight to Google Analytics and see if it is
recording the fact that I’m viewing one of my pages so let’s click on the Google
Analytics tab at the top and then mouse down the left sidebar to this person
icon for audience and click on that and then click on real-time and then over
view I’ll just close this pop-up this area
just walks you through how to use this real time section I’ll just close this
window for now as well I’ll just close this pop-up for now right now it is
displaying that there is one active user which is me because in one of my other
tabs on my browser I am still on one of my pages it even tells me what page I’m
currently on before I switched over to this tab I was on my contact page as it
says here under top active pages this confirms to me that google analytics is
working properly there’s one more step to take in Google
tag manager which is to get out of this preview mode and publish the tag we just
created which we’ll do in just a second once you start to get visitors to your
site and you get some data collected come back in here and look through this
audience area on the left side and the acquisition area and behavior area to
see the huge amount of information that can be gained from this program to
improve your website presence perhaps I’ll put together a video on our youtube
channel about more of the features of Google Analytics and what it can do for
your company if you’re interested in me doing that please let me know by
commenting below this video the best resource that I am aware of for getting
to know Google Analytics is actually a free course from Google called Google
Analytics Academy I’ll leave a link to that website for you in the description
section below or around this video we’ll finish this section off right away but I
wanted to point out that if you’re not seeing this information either on your
site while in preview mode or in the live view mode here inside of Google
Analytics perhaps is because you did not or forgot to allow search engines to
view your site just to double-check go back to your WordPress dashboard by
clicking that tab then hover over your company name and down to the dashboard
and open that up then down to settings and over to
reading and click on that and then just make sure that the search engine
visibility area here is not checked as a reminder you don’t want to do this until
you’re ready to go live with your site but once you do want to go live it is
very important to make sure that this box is not checked otherwise you will
miss out on getting search engine traffic but let’s finish this section
off by going to Google tag manager to leave preview mode
you can click on this link here leave preview mode or just go to the drop down
and click on publish before you publish the tag Google tag manager wants you to
name and describe the action that you just completed in this case the tag that
you just created I can do that here but if you forget and just click publish
again it will pop another reminder to name and describe what you just did the
reason for this is Google tag manager keeps a record of all changes that you
make inside of the program so if there is ever an issue or conflict with one of
your tags you can just go back to how things were before you made the change
that didn’t work properly for example if I create a tag on Monday then one on
Tuesday and then another one on Wednesday but I realize after I created
the one on Wednesday that something went wrong I have the ability to go back to
the way things were on Tuesday before I created that Wednesday tag hopefully I
had communicated that properly so in the name field I’m just going to name this
tag or the version of this container my Tru Lift Digital Marketing container
integrated GA with GTM this pretty descriptively tells me what I did which
has integrated Google Analytics with Google tag manager I can give even more
detail in the description or if I want but I’m just going to copy my naming
information and paste it into the description area and click on continue
and then in the version section it just gives me a little summary of the version
that I just created along with other version changes that I have also made
which includes the creation of the variable we created for the Google
Analytics tracking ID next we’re going to set up your Google search console so
what is Google search console I look at Google search console as the companion
to Google Analytics and you will likely want to use them in conjunction with
each other in fact after we create your Google search console account we will be
connecting the two platforms to each other while Google Analytics gives you
data on your site visitors and the actions that they take on your website
Google search console alerts you to any problems or issues in the eyes of Google
that are occurring on your site as well as gives you information on how various
keywords are performing for you in their search engine and therefore how to
optimize your site’s visibility let’s set that up I’m just going to open up a
new tab and do a google search for Google search console Google search
console used to be called Google Webmaster Tools and in fact they still
use the same URL of google.com slash webmasters slash tools as you see here
so if you see anything on Google Webmaster Tools just know that it is the
same thing as Google search console I’ll just click on this top option or you can
just enter the direct URL if you want google.com slash webmasters slash tools
to get you to the same place you first need to add a property which can be a
website or an app I’m interested in a website and in particular TruLiftDigital.com you want to make sure here that you add your URL correctly with not
just the HTTP colon double forward slash at the front but also the forward slash
at the back I showed you this earlier in the video series but to be sure how
Google sees your URL I’ll just go back to my website rather than opening the
tab on my screen where I’m using the Firefox browser since that is logged
into the WordPress dashboard which adds additional text to my URL I’m just going
to open up a new browser specifically chrome which is not logged into
WordPress type my website address truliftdigital.com which takes me to my
site then I’m just going to copy my URL by highlighting it and copying it and
then I’ll go back to my Firefox browser and paste that URL into the blank field
here despite the fact that in my Chrome browser it listed my URL as TruLiftDigital.com by copying and pasting the URL you
can see the full URL including the HTTP colon double forward slash and also the
forward slash at the end I’ll just click on add a property now in order to see
data from that TruLiftDigital.com website Google wants to confirm that I
am the actual owner of that site and there are a couple of ways that you can
do that as you can see there is the recommended method and alternative
methods where you have to go back into the code of your site or use Google
Analytics since we already set up your Google tag manager earlier in this video
things are a lot easier now since I’m still logged into the Google tag manager
Google recognizes that I have a Google tag manager account and therefore
recommends using that I’ll show you two ways to verify this property one is
using the Google tag manager and the other is using the Yoast SEO plug-in
that we installed in video 8 first the Google tag manager method all you have
to do is click on this verify button and there you go verification is that easy
I’ll just click on the continue link even though we just added a property the
TruLiftDigital.com website and verified that property Google suggests
also adding the WWW version as well what I mean is this if I go back to the
Chrome browser and type www dot truliftdigital dot com and hit enter I automatically get
redirected back to TruLiftDigital.com People used to type WWW for the URL
but don’t really do that much anymore but if they did they would still go back
to the same place so Google suggests adding the WWW version as the property
as well so it should still be my clipboard but I’ll highlight and copy
the URL anyway and then go back to my firefox browser if I click on search
console it’s going to show me the one property that I have so far
but I’m just going to click on add a property again and paste my url into the
website field and then just add the WWW after the two forward slashes and click
on add to add that property I then have to verify that property as
well it’s suggesting uploading the HTML file to my site I’m not exactly sure why
it’s not suggesting Google tag manager as I’m still logged into that account I
suspect it’s because I have already added a property during this session and
I want to make sure that it is not some computer generated program adding these
properties as illustrated by this CAPTCHA down here so I’ll just click on
alternate methods and then click the radio button beside Google tag manager
and then verify and then click on continue so now that
I’ve got those two URLs added I’m just going to go beside the gear icon and
click on the drop down and then click on site settings and let Google search
console know that my preferred domain ie. the one that I believe will be used more
is the non WWW version and then click on save
change is successfully saved if you follow it along and you were able to add
and verify both properties you are done in that respect but if you had any
trouble with that or you just want to know another way to verify those
properties I’ll quickly show you how to do so using the Yoast SEO plug-in. Even
if you are done I would suggest not skipping ahead just yet as this part is
really quite short and I’m just going to show you some other things you may want
to do inside of Yoast relating to search console to verify
with Yoast let’s first click on search console which brings you to your search
console home screen and then click on either of the two properties you have
created I’ll just click on the first one the non WWW version which takes me to the
dashboard for that particular property this is where once search console starts
collecting data from your site you can view any crawl errors that have occurred
search analytics and sitemap information just go to the gear icon on the top
right click on the drop-down and then click on verification details and then
click on the link for verify using a different method and then click on the
radio button for HTML tag you will get this meta tag here highlight and copy
that tag go back to your WordPress dashboard and then down the left side to
the Yoast SEO plug-in area hover over it and slide over to dashboard and click on
it then click on the top tab for webmaster tools and paste the tag that
you just copied into your clipboard in the field beside Google search console
and then click on Save Changes if you didn’t use the Google tag manager to
verify search console this is how you could also verify it but if you did use
the Google tag manager method then like it says here if you have already
verified your site then forget about these which I did so I’m just going to
delete what I put here and not save it I just wanted to show you that this is an
alternative to using Google tag manager just in case you had a problem or wanted
another way to do that while we are in your WordPress dashboard and on the
topic of search console if you want to connect Yoast directly to your Google
search console so that Yoast pulls in data into your WordPress dashboard if
there are any problems on your site etc then just click directly on search
console in the Yoast plug-in and click on get Google authorization
code when I initially recorded this video I decided that I would personally
just skip this part and not connect search console to my Yoast because I’d
already be viewing search console quite regularly either by directly logging in
or by accessing it via Google Analytics so I didn’t need it here but then I
subsequently thought that I might leave those hanging who did want to verify
using this method so I’ll explain how to do this step with some screenshots
rather than a live screen once you click on get Google authorization code you
will see a pop-up like this one. To grant Yoast access just click on allow (if you
are not logged into search console you will have to do so) but if you already
are you will receive your authorization code like this just highlight and copy
that code go back to your WordPress dashboard and insert it into the blank
field and then click authenticate you may then have to save your profile by
clicking save profile and then your settings will be saved
I’ll leave the decision to bring Google search console into your WordPress admin
area up to you if you want to have access to search console here in
addition to going directly to search console or Google Analytics there’s no
reason why you can’t have it in all places I’ll just jump back to my live
screen now while you are in your dashboard there’s one more thing that
you will want to do related search console and that is to submit your
sitemap to Google Google has robots which are sometimes referred to as
spiders that search or crawl the entire web for any new sites pages or changes
made to those sites or pages so they will find your site on their own
eventually but submitting your sitemap is a very important thing to do because
if you watch previous videos in this video series you will remember me
telling you about the importance of making it easy for Google to find your
site and all the pages within it so that it can rank your site and serve it up as
a result when a potential visitor is searching Google to do that you have to
help Google not necessarily to find your site is it will do that on its own but
rather to more easily find your site and be able to see all of the pages that are
connected to your website your sitemap if you recall is a list or map of all
the pages and images on your website and where they link to and how they are
connected to other sites on the web just go down the sidebar under Yoast SEO to
XML sitemaps and click on that then click on the link for XML sitemap
which will open a new tab in your browser just highlight and copy the portion of
this URL after your domain name and forward slash in my case after TruLiftDigital.com and forward slash which will be sitemap underscore index dot XML
go back to your search console tab click on search console to get out of this
screen click back into the property that you will use most often for me this top
one then go down the left side column and click on crawl and then down to
sitemaps and click on that then click on add slash test sitemap it already has my
root domain populated so just click on the blank field and paste the rest of
the sitemap URL in there and click Submit it tells me it was submitted I
can close it or refresh the page I’ll just refresh the page you’ll notice on
the right side it tells me that the sitemap submission and index is pending
once Google has crawled your site that pending will change to the number of
pages that were submitted and indexed while that is pending or something you
may want to do once it already has gone out and index your pages if you feel
that perhaps it is missing some pages etc is to test the sitemap by clicking
on the add slash test sitemap button and then clicking on test
let’s first paste the rest of your sitemap URL into the field and then
click test it tells me that the test is complete so I’ll just click here to view
the test results and it’s already starting to pull in results in this
particular case Google search console is warning me that there are potentially 10
different problems there are 10 different instances where a URL has
blocked Google’s robots from viewing the page for me those are just pages
specific to the theme that I installed in video 10 which I am aware of and have
blocked on purpose so nothing to worry about but if you notice any pages listed
here that you do want Google to be able to access and index you will want to fix
those problems one extra step you can do to speed up the process is to send
Google directly to your site now so I’ll just close this test and then go over to
the Left sidebar and click on fetch as Google
if I just leave this field blank here Google will go out and show me how it
views just my homepage which is good for me the site map is to help Google get
around your site more easily once it gets there but here I’m going to
actually tell Google where to find my site and then once they know where my
site is the site map can help them further so you can either click on fetch
or fetch and render I’ll just click on fetch and render render just means how
your site loads and shows up from Google’s perspective under status it
tells me that the fetch action was completed so Google has in fact gone to
my home page and found it if you click anywhere on this line here it will show
you how Google’s robot or Googlebot views your site in this rendering and
then how a visitor to your site will view it so that you can look at that for
any glaring errors that you weren’t aware of clicking on the fetching tab
just shows you that Google was able to retrieve the code on your site I’m just
going to go back to the dashboard for a second
and you’ll notice that sitemaps is already populated with some data as a
result of the fetch that we just completed apparently 58 URLs submitted
and 74 warnings so let’s click inside of sitemaps quickly
here you get a bit more detail 58 webpages submitted and 18 images keep in
mind these are just pages submitted for indexing it will take a bit of time for
Google to do its thing and actually index all of your pages
once it has indexed them it will tell you how many pages were actually indexed
under issues it lists 74 warnings which I can click on to get more detailed
information on that but I’m not going to do that now in the interest of time
because I’m pretty sure that they are all related to the fact that I
downloaded a demo for a new theme and I haven’t cleaned up all those extra URLs
on my website yet I definitely don’t have that many pages of content on my
site yet I will do that off screen later you very likely if you are in the early
stages of your website will not have any issues registering here but if you do
click on them and take a look at what they are and then if they are material
and weren’t fixing make sure you tend to that last thing that I want to do is
connect my search console to my Google Analytics so let’s go back to the
dashboard one more time and then across to the far right and click on the drop
down beside the gear icon and then down to Google Analytics property and click
on that since I’m still logged into Google Analytics Google search console
is pulling in some information from Google Analytics into my search console
if you remember I titled the analytics property
Tru Lift Digital Marketing so I’ll just click on the radio button beside my
analytics property and click Save if you skip the section of this video where we
set up Google Analytics account and you don’t have one yet you can create one
below by clicking here and then just click OK to confirm that you want to
have the two programs connected and there you go we are taken back to the
home screen I’ll quickly check that property to make sure that didn’t create
any errors no looks good so that’s it for Google search console let’s move on
to Google AdWords AdWords in case you are not aware is a search based
advertising service available within Google and Google’s advertising network
including YouTube searched based means that you the marketer create ads based
around keywords that people use to search with and then pay when they click
on your ad this model of paying every time someone clicks on your ad is what
is referred to as PPC or pay-per-click advertising while you can run
advertising as a banner ad or in the case of YouTube for example as a video
ad you are likely most familiar with Google’s text-based ads like the
ones you see when you do a search in Google
they are typically shown at the top and the bottom of the search results
although Google is always testing new places to put them here’s an example
from video 9 of this video series on SEO which I’m sure you’ve seen many many
times while using Google if you search using the keywords chemical free water
bottle you will see ads at the top like this one here followed by the organic
results and then possibly a paid ad or multiple ads at the bottom like this one
in this example CafePress.ca is running an ad or AdWords Express is running an
ad on their behalf to those searchers looking for the keywords chemical free
water bottle if someone clicks on this ad CafePress.ca would have to pay Google
for that click which presumably takes the searcher back to Cafe Press’
home page or perhaps a landing page ads like this also show up in Google’s
advertising network which are other sites that allow Google to advertise on
them and then those site owners get a piece of the ad revenue paid by you the
marketer or advertiser since YouTube is owned by Google AdWords also has the
ability to show video ads in YouTube with that said let’s create your AdWords
account let’s go up to the top and open a new tab and let’s do a Google search
for Google Adwords if I scroll down a bit this is the one
that I want down here adwords.google.com so I’ll click on that
even though I’m logged into other Google accounts in my browser it wants me to
sign in again because this is my first time in Google AdWords for this account
it’s got the correct account that I want to open Adwords in TruLiftDigital
at gmail.com and has my password pre-populated so I’ll just click on
sign-in but if you don’t have your password saved by your browser just
refer back to either your memory your web presence password tracker or
wherever you keep your passwords and enter it in here this takes you to the
welcome screen for Adwords that will help you get set up now I
didn’t catch this when I was recording the video for this video but if you want
to create your Google AdWords account without having to actually create an ad
and submit your credit card information you have to click on this link here to
skip the guided setup if you just keep going without clicking that link in
order to set up a Google AdWords account if you don’t want to start running ads
right now you will have to create a dummy ad and then pause it to ensure
that you don’t get charged anything that is what I’ll show you how to do since
like I said I missed the link and once you do there is no way to get back to
this stage so click the link if you want to skip setting up an ad and submitting
your credit card right now and you will skip this next section but I still think
there’s some value in watching this next part as you will see how to create an ad
when you are ready it asks for my email address but already has the one that I
want to use in there and then asks for my website so I’ll just put TruLiftDigital.com if you then want personalized tips about ad performance
emailed to you you can check the top box if not then check the bottom one it’s up
to you and then click continue it’s saying based on the information that I
shared which is really only my email address and website but likely most due
to the fact that I checked off that I wanted personalized tips and
recommendations to improve my ad performance which perhaps suggests that
I’m more of a beginner that they recommend using AdWords Express as
opposed to just the standard AdWords account what I actually want is just
AdWords it’s up to you which version you want to choose if you are not sure which
version of AdWords is right for you here’s a screen shot of a quick rundown
about what each of them is about essentially saying that AdWords is for
more experienced marketers but takes more time to manage with the opposite
being true for Adwords Express and then here’s a screenshot of a
comparison chart for the two of them again I guess the biggest advantage of
AdWords Express is that if you are not familiar with running ads then you can
just tell AdWords a little bit about your business and then write out the ad
that you want shown and AdWords will do the rest for you in terms of where the
ads are run what keywords to use etc if you are totally new to Adwords and just
don’t want to deal with management of ads and just want to get something out
there then AdWords Express will allow you to
do that for me however there are a few reasons I will be using AdWords as
opposed to AdWords Express even though it will require more time to manage and
set up that time again this is for me it’s time well spent because I will have
greater control over my ads I can tailor the message to specific segments of my
market because I can choose to show my ads to only those individuals that are
using specific keywords when they are searching whereas with AdWords Express
AdWords chooses the keywords for me for example if I was a high-end home
decorator AdWords Express might show my ads to those individuals who enter home
decorator services into Google so I might get clicks from people interested
in home decorators but not necessarily from specifically high-end home owners
looking for decorating services in other words for the convenience of having
AdWords Express choose the keywords I may be paying for clicks that I really
don’t want because they are too general in other words I lose some ability to
target specifically who I want another reason is that I like to have the
ability to track or use analytics to know what is working who my ads are
reaching etc and with AdWords Express you don’t have those tracking abilities
this again comes down to having control of your ads which will help ensure you
are getting the most possible out of your ad spend or advertising budget and
the last major reason I will be using AdWords is because AdWords Express does
not have the ability to advertise or remarket on YouTube and that is where I
intend on focusing for growth of my audience for Tru Lift Digital Marketing
if you don’t intend on advertising or remarketing on YouTube or using
analytics in your ads and don’t feel like doing keyword research then AdWords
Express will help you get your ad out there rather quickly and with less
management time you don’t even need to have a website to run ads on AdWords
Express you just have to have a Google+ account
just also know that Google suggests not running ads on both Adwords and AdWords
Express for the same campaign at the same time just pick one of the other and
stick with it if you find you are not happy with one or the other you can
pause or cancel your ads on one service and then switch to the other service
going back to my browser then if you are presented with the same screen and if
you want to continue with AdWords Express just follow the prompts below
starting with picking a goal for your ad for me even though they recommend
AdWords Express I’m going to go up here and click on the link to switch to
AdWords you then have to set your budget choose
a target audience set your bid and then write your ad once you have completed
that you have to set up how you are going to pay for that advertising by
providing your credit card and tying it to your account now in the interest of
time I’m not going to go through all that right now in this video to be
honest I just want to set up my account not necessarily start advertising right
now if you want to start advertising right away you can certainly go ahead
and do that at this point unfortunately for those like me that just want to set
up an account but not create an ad yet if you miss that initial link that
allowed you to skip all of this in order to set up your account you have to set
up an advertising campaign what I would recommend for those like me is go ahead
and finish with this setup just go inside and practice creating an ad to
get used to the interface and how to do that and then once you are done you have
to submit your ad for approval but you can immediately pause that ad before it
gets approved so that you won’t be charged any money that is what I did and
I’ll show you how quickly now and just as a side note an added benefit of
setting up the ad but then pausing it is that you then get more functions
available to you in the Adwords Keyword planner a tool you may want to use when
researching keywords to see how many times a certain keyword is being
searched for which will help you with SEO when inserting tags and your YouTube
videos if you’re making them or keywords in your blog posts or on your website
when you are trying to optimize for search engine traffic here’s the ad I
created it’s a dummy ad so to speak for this video series I say dummy ad because
I just kind of slapped it together to set up my account and I didn’t really
put much thought into the content of it as a side note I don’t really use
text-based ads as I tend to focus more of my ad spend on Facebook advertising
and video ads in YouTube that’s just a personal choice that’s definitely not to
say that they are a bad idea or that they are not effective by any means
Google has made billions and billions of dollars from very smart marketers that
have obviously found value and return on investment from using text based ads it
always comes down to your specific business and the customers that you are
going after and how those customers can most effectively be reached with your
advertising for me as I go forward with this new business Tru Lift Digital Marketing, it is something I will test out but for the near future I will
likely start with what I know best and branch out
later just so you know as well I do intend on putting up more detailed
explainer videos on how to use AdWords as the interface can be pretty confusing
for first-time users so check the Tru Lift Digital YouTube channel for that by
either clicking Tru Lift Digital below this video or in the description area of
this video and hopefully by the time you watch this video I will have that one
uploaded there while you’re there why not hit subscribe and then click the
notification Bell to be made aware of new videos as they come out that way if
I haven’t put it up yet you will be notified as soon as I do once you have
gone through the steps to create your ad and entered your payment information you
will most likely arrive on a screen something like this that will
congratulate you on creating your ad let you know that the ad is being reviewed
and gives you a link to your dashboard if you click that link and go to your
dashboard you will arrive at a screen that looks like this or if not likely
very similar to this inside of your campaigns tab if you created an ad that
you are happy with and want to test it out just wait for it to be approved let
it run and monitor the results but if like me you just created an ad to get
your AdWords account set up but you don’t really want the ad to run then
just click the box beside the newly created ad which will be whatever name
you gave it during the campaign creation process mine is just the default
campaign number one then click on the Edit drop-down where you have accessed
the various edit options for your campaign and either pause the ad which
I’ve already done here if you think this is something you may want to run in the
future or just click on remove to have the ad or campaign in this case delete
it altogether since this is a permanent action it just checks to make sure that
you’re good with that if so click OK and your ad is now deleted and you won’t be
charged anything on your credit card like I said earlier my primary interest
was setting up AdWords for my business is the ability to run video ads on
YouTube but more specifically it is the ability to retarget or in the case of
YouTube is referred to as remarket which just means putting your ads in front of
people that have already shown interest in you in some way either by visiting
your website or viewing one of your YouTube videos etc to hopefully explain
that better I’ll just use a quick example related to Tru Lift Digital Marketing. let’s just pretend someone comes to my website TruLiftDigital.com and read a blog post on creating marketing funnels for example they read
the article and then left my site who knows why they left maybe they realized
they were late for their kids soccer game or whatever the point is they
indicated that they were interested in that specific subject matter on my site
they might come back to my site or I may never see them again
maybe once they read my marketing funnel blogpost they went to YouTube to search
for something related to marketing funnels or maybe something completely
unrelated either that night or the next day either way since I set up tracking
on that marketing funnels blog post to track people who read that post but then
either didn’t click on an offer that I had on that page or perhaps didn’t go
anywhere else on my site I decided to run an ad on YouTube that will show up
to just those people that checked out that page within say the last 48 hours
but then left I have now just given myself another shot with that individual
to possibly get them back to my website that is the power of remarketing at work
inside of AdWords you can remarket to both your website visitors and your
YouTube viewers and that used to be the only way to do it but now that Google
Analytics has the ability to very easily create custom audiences to me it is a
better way of creating remarketing lists for just your website visitors YouTube
visitor remarketing lists can still be done inside of Adwords I’ll show you
what I mean to set up remarketing lists inside of Adwords go over to the shared
library on the left side and click on that and then go under audiences and
click view here you can set up remarketing lists for website visitors
and YouTube users however rather than set up your website visitor list here
we’re going to connect your adwords account to your Google Analytics account
and create that list there since I’m still logged into Google Analytics I’m
just going to go up and click on that tab go down to admin on the left side
column and click on that make sure you are using the correct website or
property and under product linking click on AdWords linking since I’m still
logged into Google AdWords in the same browser it already has my AdWords
account pre-populated there so I’ll just click continue then just title the link
that you are creating for me I’ll type Tru Lift AdWords Acct for account I
want to be able to track all actions that occur on my website so that I can
remark it to people based on specific actions
that they have taken on my website for example if they visited certain pages I
want to send a certain ad to them or if they visited other pages I’ll send a
different ad to them etc so I’ll click on this button here to turn on all
website data then I’ll just click link accounts then go to tracking info on the
left side and click on data collection and just verify that this top button is
on and then this one should also be in the on position so if it’s not for some
reason make sure that it is I didn’t really make a change but if you did you
can save that then go over to the left side again and click on this person icon
for audience and then click on overview currently Google Analytics is recording
all actions that take place on your site from all users so you will not be
missing any activity taken on your site by visitors but you have the ability to
drill down to specific actions taken on various parts of your site by adding a
segment for the first while you may want to just leave the set up the way that it
is recording all actions taken by all users that come to your site or
depending how far down the rabbit hole you want to go with analytics and
exploring more of the detailed capabilities Google Analytics has at
some point once you begin to get traffic to your site you may want to get greater
detail provided by adding a segment to illustrate what I mean it’s kind of like
right now Google Analytics is recording an entire album of a particular singer
or a band that you like but maybe you feel like hearing a specific song on
that album out of the whole album you can focus in on and listen to just that
one song if you want you can focus down even further and just listen to the
chorus of a particular song for example in business a similar example might be
if you owned an outdoor store that sold hunting fishing and camping supplies
let’s say Google Analytics is tracking all visitors that came to your website
but you want to run a 40% off sleeping bags promotion to just those that bought
a tent within the last 30 days from the entire large group of all visitors you
can segment out and create a custom audience of just those that purchased a
tent in the last 30 days and then with Google AdWords you can put your 40% off
promotional ad in front of just that group of people I don’t want to go too
deep in this video but if you are interested in me doing a deeper dive
into adding and using a segment in Google Analytics, leave a comment below this video or perhaps by the time you view this video
I may already have a video put up on the Tru Lift Digital YouTube channel but
I’ll just quickly show you how to set up an example segment and how to use that
segment in Google AdWords to advertise differently to people based on the
actions they have taken on your website I’ll just start by clicking on add a
segment in addition to all users at the top you can segment out of those
visitors that bounced which just means that they came to your site didn’t
perform any action and left those that converted in some manner those that came
directly to your URL which would suggest that you are getting some brand
familiarity in your marketplace because people are starting to type your actual
URL as opposed to coming to your site from google or social etc you can track
and mark it to those that made a purchase on your site those that came
specifically from mobile or mobile and tablet those that have been to your site
before etc since I don’t have any traffic to this site yet segmenting it
down further than all users would not yet provide any useful data to me if you
want to create your own custom audience of viewers that take a specific action
on your website you can click the drop down beside all users if that is a group
that you want to segment down further from and go to build audience or to the
right of all users down here you can click on the drop down for actions to
build an audience you can do the same with all of these pre segmented options
below as well here’s a little description of why you would build an
audience let’s just click on that I’ll just add a very simple audience
segment for illustration and tie that to my AdWords account at the top here it’s
asking where do I want to create my audience from and currently the only
option I can choose from is all website data since I haven’t narrowed anything
down yet into smaller segments so that’s fine
I’ll just leave it at all website data then it wants to know what account I
want this new audience to be linked to and the only account that I currently
have linked to Google Analytics is my Google AdWords account that we just
linked earlier so I’ll click on that then click on next step I’ll just scroll
up a little bit now since I didn’t narrow down or segment out a subgroup
within all users this particular custom segment pulls data from everyone that it
has recorded if for example I only segmented out only visitors that bounced
from my page or left without taking an action that segment would show up here
in this box this top area will give you an estimate of how many people have
visited your site within the last 7 days that meet the criteria that you have
chosen in my case I am pulling from all users but is not showing an estimate
because I have had 0 visitors so far you can decide how long you want to have
visitors inside of a segment in my hunting fishing camping store example I
suggested trying to reach only those visitors that bought a specific item
within the last 30 days if that is who I was trying to reach here I would just
leave this duration section at 30 days and save that specific audience and then
send ads to them for now let’s just put 180 days just an arbitrary time period
and then I’ll just quickly add an audience name so I know what the details
of the specific audience include I’ll just put all tru lift digital visitors I
just want to make a quick clarification when I recorded the video for this I’m
recording this audio now in post edit I should have suggested that you put a bit
more detail into your naming convention by also stating that this list is for
180 days and then putting in today’s date as you will likely create other
lists and it is best to be more specific in your naming to differentiate between
the various lists that you have and then I’ll scroll up and save that
and then just like it says down here now that I’ve created that specific audience
I can set up a remarketing campaign within Adwords directed specifically to
just those users that I’ve defined in this audience if you want to do that you
can just click on create campaign down below I’m not going to set up a new
campaign now so I won’t click on that button at this point next I want to
connect my YouTube channel to my AdWords account I’ll just go back to the AdWords
tab at the top on this screen I’m currently in the campaign’s tab and
specifically the shared library and audiences within that shared library
where I have the two options for remarketing or two remarketing lists
that I set up in Google Analytics which are all tru lift digital visitors list
and the all users list something I should have mentioned or made a stronger
point about a few minutes ago inside of Google Analytics is that since these two
remarketing lists are so similar and in fact in every instance when naming one
of your lists as once you start with this process you may have many different
remarketing lists created you should really get a specific as possible when
naming the list this top list should be named something more like All tru lift
digital visitors – last 180 days – with the date the list was created in brackets or
something so that you know specifically what that list is about by the way if
you don’t come directly to the screen when you go back to AdWords then just
click on the audiences link under shared library inside of campaigns now that I
have these lists in Adwords I can put ads together and put them in front of
just those users inside of those lists but let’s connect your YouTube channel
to your AdWords as well by clicking on the gear icon in the top right and then
click on linked accounts I’ve obviously already linked Google
Analytics to this AdWords account as it’s pulling in remarketing lists from
there but I want to be able to do the same thing with those visitors who watch
any of my videos or visit my youtube channel so I’ll just go below YouTube
and click view details then I need to add my channel by clicking on the plus
channel button I can either search for my channel by typing tru lift digital
and search and then confirm that channel or if you have that channel link you can
just paste it here I’ll just grab it from my password tracker and paste it it
then loads up that channel in this viewing area here which is the correct
Channel then I’ll just click on this radio
button that I own this channel but AdWords wants me to prove that I own it
by first going to YouTube so I’ll click on the go to YouTube button to complete
the linking of that account which opens up a new tab in YouTube it tells me that
I’m about to link my AdWords account to the Tru Lift Digital Marketing channel
which is what I want so I’ll just assign a name to that account I’ll just call it
Tru Lift YouTube then you can set permissions I want all of those to
remain checked so I’ll just click on finish and that’s really all that there
is to it I’ll just scroll down a bit to show you that AdWords is now linked to
this channel there’s my AdWords custom ID so
everything worked as it should if for some reason I changed my mind and don’t
want to have AdWords link to this channel just going to the options on the
far right click Edit to drop down the option to unlink the account everything
looks good here I’ll just scroll down a bit more now YouTube has their own
analytics that you can utilize to track everything that happens related to your
videos inside of YouTube but I also want to have Google Analytics connected to
YouTube so that I can view things like AdWords video campaigns that I will be
running directly in Google Analytics to help give me a more complete picture of
how everything is working altogether so I’ll link back to Google Analytics to
make sure I get the complete picture to do that I need to get my Google
Analytics property tracking ID if you place that ID and your password tracker
you can get it there or just go back to the Google Analytics tab go down the
left side to the admin Icon which is the gear icon and click on that then
assuming you have the correct website or property if you have multiple properties
inside of your analytics account for me that is tru lift digital marketing
then click on property settings and at the top is your Google Analytics
tracking ID UA which stands for universal analytics a dash and then in
my case eight numbers a dash and another number highlight that ID and copy it
control C on PC or command C on a Mac go back to the YouTube tab paste it in
the empty field control or command V and click Save then I’ll just go back to
AdWords to confirm that the verification of my youtube channel worked correctly
it says it’s waiting approval so I’ll just refresh that page and there you go under status it says
linked now that your YouTube account is connected to your AdWords account you
can set up remarketing lists of people that visited or watch any of your videos
on your channel and then put advertising in front of them either in Google search
the Google Network or put video ads in front of them on YouTube if what I said
went completely over your head don’t worry just follow along and do what I do
to set this up then at least you can start the process of having YouTube
recording who views your videos not just from an analytics perspective which it
will do regardless but from a remarketing perspective so if you use
remarketing features in the future you will have that data collected already
and if you are not ready to use remarketing in your business or don’t
ever use it just know that it won’t hurt anything inside of your account
following these next few steps to get YouTube started with the tracking of
your YouTube channel viewers let’s create a simple remarketing list of
those viewers now go up to the top navigation menu and click on campaigns
let that load then go down the left side menu and click on shared library then
underneath audiences click on view then click on the plus remarketing list
and the list we want to make in this instance is for YouTube users for users
that interacted with your YouTube channel or videos so click on that
now if you click on the drop-down in list type you will see all the lists
creating options available to you I’ll just show you a screenshot of those you
can create remarketing lists for those that viewed any video from a channel
visited a channel page viewed any video as an ad from a channel liked any video
from a channel commented on any video from a channel shared any video from a
channel subscribe to a channel added any video from a channel to a playlist
viewed certain videos or viewed certain videos as ads for this list we’ll just
stay really broad with viewed any video from a channel the channel that we want
is already in there tru lift digital marketing and I’ll just name this
particular list Tru Lift YouTube – All Users you can set how long you want to
have people tracked in this particular list I’ll just put a long time of 300
days for now I’ll leave the statuses open meaning new people will continue to
be added as they view my videos I don’t have any previous users that I need to
add because this is a new account with no views yet so I don’t need to start
with an empty list it’s already empty and click create list
and now at the top of the list you see my new list created Tru Lift YouTube –
All Users it’s not showing anyone recorded yet via search YouTube or
display as they don’t have any views yet but once I do start getting some the
numbers will start to populate in the respective columns the recording process
for your remarketing list has begun I just want to direct your attention to
this area here on the right side that says we haven’t detected the Google
Analytics remarketing functionality on your website this area is used to give
you a heads up on any problems that you may be experiencing and here it’s
obviously saying that there’s a potential problem with a remarketing tag
if you see the same pop-up it is likely not a true issue as if you have been
following along with this video you know that I already verified that my Google
Analytics tag is on my site but it is on there through Google tag manager as
opposed to just direct code so that is likely why this message is showing up
here I do have a quick video that you can check out now or after you’re done
watching this video that will help explain other possible reasons for this
message you can find a link to that video either in the description area of
this video or possibly even on your screen right now there are quite a few
possible reasons just come back to this page after some time has passed and if
you see the search YouTube and display areas populating with numbers of
visitors you know that your remarketing tag is working fine and you can just
ignore this box and now for the last tracking pixel of this video and the
last section of this video series let’s get your Facebook pixel set up on your
website now this section assumes that you already set up your Facebook
business manager and Facebook ad account in part 2 of video 11 if you haven’t
already done so I would suggest going back and watching that short video as it
will help make this next part make a little bit more sense I’ll start off
with a fresh new tab opened up in Google to get inside of your Facebook account
and specifically inside of your Facebook business manager just type into the URL
portion of your browser either business dot Facebook dot com to go there directly or
you can just go to facebook.com and log into your personal account first and
then go into your business manager I’ll just go the second route by hitting
enter then just log into your personal account however you do that either by
filling in the top here or in my case I’ll just click on my personal profile
pic and enter my password and click or hit enter which will load up your
personal timeline so I’ll just go up to the drop-down arrow on the right side of
the blue bar and click on that and then click on the business manager for Tru Lift Digital Marketing that I showed you how to set up in the last video which
will load your business manager now if you remember from the last video I had a
previous ad account and page for autoresponders review but together we
went through the creation of the Tru Lift ad account and put the Tru Lift
Facebook page that we created in part 1 of video 11 inside of this business
manager as well if you haven’t previously installed your Facebook pixel
you can just go up to the top left and click on business manager to drop down
some options and then go to all tools and click on that to open up even more
options and then under assets you can click on pixels which will take you to a
screen to create your new pixel for me though I’ve previously created a pixel
for a previous business and when I created that pixel Facebook wasn’t yet
using the universal tracking pixel that they now use whether this is your first
time creating a pixel or not following what I’m about to do will still
accomplish exactly what you want to ensure that I get the right pixel with
the correct Facebook ID since I have more than one ad account I’m going to
get to my pixel area a slightly different way I’m just going to close
out of this area by clicking off of it I first want to get into my business
settings which I can either access by clicking on this gear icon or clicking
on the business Settings button which will open up my business settings
in the people and assets area I’ll scroll down the left side menu to add
accounts click on that and then slide off the menu to see the full screen to
make sure I’ve got the correct ad account loaded up I’ll click on this
Tru Lift Ad Account item if you only have one ad account then yours will
already be selected then I’ll just slide over to view ad account in ads manager
and click on that assuming you already initialized your ads manager in the last
video and assuming you haven’t created any ads yet this is the screen that you
will land on one last warning Facebook always changes how their
screens look so yours might be slightly different but should look somewhat like
this screen if you haven’t advertised yet I’ll talk more about that at TruLiftDigital.com and our Tru Lift Digital YouTube channel but this is
where you would create your Facebook ads starting at the campaign level where you
start with your marketing objective and then down to your ad set level and then
to your specific ads feel free to play around in here when you get a chance
once you get the hang of it it’s actually very intuitive and pretty easy
to do now that I’m in my ads manager section with the correct ad account
listed here for Tru Lift I’ll just click on the ads manager area at the top
left to drop down some options and then all tools to see even more and then
under assets I’ll just click on pixels which will load up this screen here to
create your Facebook pixel like I said a bit earlier it used to be that there
were different pixels based on what you wanted to accomplish but now there is
one universal Facebook pixel that as it says here helps with tracking
optimization and audience targeting just click on create a pixel
the pixel name its giving will work for me so no need to change it you can check
the Facebook pixel terms if you want by default it already has that box checked
for me so I’ll just click on next so the code is now created now Facebook
wants to know how I would like to install it since we already have Google
tag manager set up things are a lot easier I’ll just click on use an
integration or tag manager then from the options I’ll click on Google tag manager
then I’ll just scroll down a bit to this section here that says copy and paste
your pixel base code and to copy that all I have to do is click on it and it
gets copied to my clipboard then I’ll just open up a new tab I want to get to
Google tag manager so I can either google it or just type google.com
forward slash and then either analytics or analytics slash tag – manager since
logging in to both of these accounts is accessible from the same place it
doesn’t matter just click on the sign-in drop-down and go down to tag manager and
click on that sign in with the account that you want to use for me that is my
TruLiftDigtital at gmail.com account next and password already in there so
click sign in and now I’m logged into the Google tag
manager and the account that I want is the only one that I have in this account
TruLiftDigital.com so I’ll click on that
to add a new tag I can either click on add a new tag here or go to the tags
link on the side menu and click on that this shows me that so far I only have
the Google Analytics integration tag added I’ll click on new to add the
Facebook pixel tag I’m going to title this tag FB – audience – all pages –
Tru Lift that naming convention tells me that this is a Facebook tag for a
specific audience that audience is all pages on the Tru Lift website to add
the tag I can either click anywhere on this tag configuration box or the little
pencil will do the same and it’s going to ask you to choose a tag type at the
time of recording this video Google tag manager doesn’t have a featured tag type
for Facebook so I’ll just scroll down to just below custom and click on custom
HTML inside this box they are looking for my code which is currently copied to
my clipboard so I’ll just paste that code here by hitting control V or command V
if you’ve got a Mac like me if I then scroll down a bit to triggering and
click on that box or the pencil it will ask me what trigger I want to choose all
I’m looking to setup here is the all-encompassing all pages option as I
can customize it further inside a Facebook so I’ll just click on the all
pages option the only option I’ll just click on save to save that tag almost
done even though you created the tag told it when you want it to fire and
saved it you still have to publish the tag now just to make sure it is working
properly if I click on the drop down beside publish I can go down to the
preview and debug area and click on preview
now that we are in preview mode let’s open up a new tab and I’ll go to my
website TruLiftDigital.com and let that load up
okay so now we can see down here that the two tags that fired are the FB –
audience – all pages – Tru Lift tag that we just installed and the Google
Analytics integration tag that we installed earlier in this video
so both tags that we had installed have in fact been installed on the site and
have also been triggered or fired when we came to this page if you want you can
go to other pages on your site to verify that it is working on all of them while
you’re in this preview mode now that we know that the tag is installed and
firing properly let’s finish this tag install off with a last step and that is
to publish the tag so let’s go back to Google tag manager by clicking on that
tab and we’re just gonna leave preview mode by clicking here are you sure that
you want to leave preview mode I’ll hit OK then once your computer loads there
you can see my two tags just click the drop down beside publish and click on
the publish Now button now we can name the change we made in Google tag manager
I’ll call this installed FB pixel then if you want you can give a more detailed
description of what you did but I’m just going to highlight and copy the title
and paste it into the description area and then click on publish in the top
right and there you go version 2 installed
Facebook pixel so from this point forward Facebook is going to start
collecting data on people that visit this site and once enough people have
visited and your remarketing list is big enough you can start advertising
directly to those individuals that had enough interest to come to your site but
didn’t perform a specific action that you wanted that like any email list that
you have as well as any facebook messenger subscribers which I won’t deal
with in this video series but I will be posting more information about at TruLiftDigital.com and our Tru Lift Digital YouTube channel are incredibly
powerful assets to have in your business because they allow you to follow up with
those that have already shown interest in your company as you likely know it
takes multiple touchpoints with your brand before someone has enough trust
and comfort with you to move forward and take an action so the ability to follow
up with someone allows you to reach a large segment of your market that would
otherwise just be lost which allows you to greatly increase your revenue and
provide it it’s done correctly your profit look to our website and channel
where we’ll continue the conversation on those points and all things digital
marketing related to help your business that my friends is it not just for this
video but for this video series as I stated in the beginning of this video
series my mission is to help provide value to you if I have not done so if I
failed in that mission please let me know and specifically let me know what
challenge you had and how I might improve so that I can make things better
and more valuable to you and others in this video series we’ve worked our way
through a majority of the items inside of your ultimate web presence checklist
some major sections of which include getting your domain name and setting up
your hosting learning about getting your WordPress site set up by installing
plugins and themes and setting up your SEO and then setting up the social
presence side of your business to aid in website traffic generation in this last
video in this series we covered a crap ton of information on tracking from an
analytics perspective and retargeting or remarketing perspective we talked about
what is analytics retargeting or remarketing Google tag manager Google
Analytics Google search console and Google Adwords
we installed Google tag manager on your site and I showed you two methods that
you can use to do that and then how it works and how to verify that that code
was properly added we set up your Google console and verified it using two
different methods and you got your XML sitemap submitted to Google we created
your Google AdWords account and got your remarketing list started so it can start
capturing visitors and start building that list that you can advertise to
later and then we installed your Facebook pixel on your site to start
that retargeting list growing by using Google tag manager I’m so grateful you
took the time to check out this video and this video series I sincerely look
forward to serving you in helping you with the digital marketing aspects of
your business through our website social media pages and wherever else I can
where can you go from here well firstly if you haven’t already downloaded your
copy of the ultimate web presence checklist you may want to do so as it
not only includes all the steps contained in this video series so that
you can ensure that you are not forgetting or leaving any of them out
but it also provides you with various tools and resources that you can use to
supplement the videos in this series and get your business further ahead faster
this video series just deals with one aspect of what Tru Lift Digital Marketing is designed to help you with and that is setting up your web presence
as a first step to really grow your business through digital marketing even
if you are exclusively or primarily an offline business owner you need to take
what you have learned from this series and apply it to generate leads and
customers for your business and set up your marketing funnel so that you can
maximize revenue and profit it is through those three pillars of web
presence lead generation and marketing funnels that we can help you accomplish
that. By subscribing to the Tru Lift Digital YouTube channel and clicking the
notification bell when you do so you will be notified when new videos come
out that can help move your business forward
or check out our website or social profiles to see new content that we post
there being an entrepreneur or business owner can be really tough at times but
it can also be very lucrative more importantly fulfilling and rewarding any
part we can play at Tru LIft to help you get your business where you want to go
using digital marketing we’re here for you I’m Kevin Striker with Tru Lift Digital Marketing. Thanks for watching take care of yourselves and your loved ones

6 thoughts on “How To Set Up Your Analytics And Retargeting Using Google Tag Manager | V12

  1. I know this is a long video, but want to remind you that you can use the TIMESTAMPS in the description area below the video to jump to specific parts you are interested in. Now that I have FINALLY uploaded all videos in this particular series (which took me a 1,000 times longer than I ever imagined), I will be creating more to the point, digestible sized videos. I just wanted to create an entire series that includes a huge number of the steps from the Ultimate Web Presence Checklist, that you need to go from business idea concept, to ready to rock your business from multiple angles. I hope you found value in the series and come back to learn more. I'll do my best to help you reach your goals in your business 😀

  2. Help !!!! Visual Studio Code Live Server appears in my Google Analytics Audience Overview while I'm making changes to my website !!! And I haven't even uploaded the updated website yet !!! What's going on ???

  3. I have a question on GTM Variables. The GTM UI is a bit different than when you recorded the video. As a result of the slight differences, I've ended up with 2 variables (maybe duplicates?). None-the-less, GTM is working and reporting. Just don't know if this will cause other issues down the road. So far it's not broken, so I'm not going to fix it.

  4. thank you so much for the effort that you put on this video, it was fantastic and i have learned a lot , thank you again

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