Last Updated: 28 h july 2020

Gmaturity impacted : Measurement

Implement your first data capture project

Ensure accountability of your most important site-centric data points across all platforms & environments, in order to bring confidence to your digital investments. This code lab focuses on the Floodlights integration.

Pre-requirement :

Useful tool to download

Website fundamentals :

DataLayer

Data Layers are JavaScript arrays that are used to store and pass information from your website to the Google Tag Manager container They can be used to create variables and activate triggers in GTM

Example : On are on Adidas Website. You visit the new Ultraboost UB19. You select the color red for the shoes, and you shoe size is 5 (uk)

The name of the product, the product id, the color red, the size of the shoe, the price of the shoe, the quantity of the product you want to buy. All of this can be stored in the data layer.

But why do I need that?

As regards analytics, the main goal of a data layer is to make implementation of custom tracking easier. Also, information stored in this data structure is easy to access and then act on to improve the user experience of your site, app or other product.

Note that in a DataLayer it is not advisable to have Personal Identifiable information (PII).

Why should I care about the data layer of my client website?

This information is super valuable as it will build a Tagging strategy and therefore create variables in the tagging you will use. A Floodlight (pixel from Campaign Manager) we can add variables.

What does a data layer look like, and How do I check what is inside it?

You have two ways to examine a data layer, the geeky way > click right, inspect, console.

This is how it look like

But you can use Tool to have a more readable version

Example : Aeromexico.com with the tool DataLayer Checker

What is the value I want to use in not in the data layer?

You can create it using Google Tag Manager. Check the support center link here and there

Implement a Variable in GTM

See Video click here

This step will be useful for later to implement Variable from the Floodlights

What is an Event

Read the article Why are events necessary ?

How to define event goals in GA - video

First-Party data (or 1P data) is the data that is (or could be) collected from user when browsing within an advertiser's proprietary website. This data MUST NOT include PII data.

PII (Personally Identifiable Information) data could be: user's name, email, mailing address, phone number, either alone or in combination

Cookie is a file associated with a browser that uniquely identifies a user, requested by a web server and stored by the web client, with information about web client's browser activity. 1P cookies have 1P data stored

Where to find it ?

Now it is time to write your executive proposal. go/execproposal

The Account Executive is the owner of the Executive Proposal. But you might want to be involved in the redaction. If the client approves it, it is going to be your project. Being aligned with your AE is important.

What is a pixel

A tracking pixel is an HTML code snippet which is loaded when a user visits a website or opens an email. It is useful for tracking user behavior and conversions. With a tracking pixel, advertisers can acquire data for online marketing, web analysis or email marketing. With log file analysis, long data evaluation or using appropriate analytical tools, this data can be used for different purposes, for example retargeting.

Floodlight :

A Floodlight is a Pixel in the Google Marketing platform world that provides real-time conversion tracking for DV360, SA360 campaign allowing advertisers to capture and report on the actions of users who visit their website after viewing or clicking on one of the advertiser's ads. For the implementation of Floodlight, Floodlight tags must be placed on the advertiser's webpages.

FL can capture Custom Variables that you set according to your business strategy: you decide what to capture, as long as it's not PII. When a user visits the page where your FL is, the FL is "fired": it sends cookie data+custom variables to GMP server. Then, on GMP, this data is used to determine attribution of your display campaigns.

Tag Format

Floodlight Type

Type Counter : Counts the number of times users performed a specific action on a website (form submission, visiting a specific car model, reaching the shopping cart, etc.)

Type Sales : Focused on e-commerce, count the number of times a specific action occurred, but also tracks the revenue associated with a conversion and the number of items purchased or even an order id.

What is the difference between GA tagging & Campaign Manager Tagging

Google Analytics 360

Measure how much time users spend on my website
Build audiences based on the path users browse on my website
Quantify traffic from one point of a sitemap to another

Floodlights

Measure conversion of Display campaigns on my online property
Build audiences based on 1P data and clicks

Adjust messaging on creatives according to the 1P data

More ressources

Floodlight help center

Download the application Google Tag Assistant. This application is one of the best ways to do a tag audit.

Example: Aeromexico

You can see in the screenshot if a tag is implemented and firing.

What type of Floodlight it is : Sales or Counter

Check if the variable are firing correctly

The record button :

Report example :

You can also use the inspect console to find a floodlight using click right> inspect > console > fls

More ressources

Tag Audit tag boxes

It is useful to build a Tagging Playbook for building a recommendation. You can use this format for building the strategy

  1. Floodlight info : Write down the user journey on the site and when the floodlight should trigger. Example URL. Home page, Product page, Add to cart ....
  2. Usually the last floodlight who generate the Sales, will include a Sales floodlights
  3. Write done all the variables [for that reason we needed you to learn about the DataLayer, because if the info is not in the data layer you will need to implement it, otherwise you won't be able to use it as a variable.

When it is finished, this is your recommendation you will then share with your client, and do modification to the files until it is done

Go in Campaign manager, in the advertiser.

In the floodlight configuration section :

In the floodlight activities section :

More ressources

Set up Floodlight Help section

Implementation in CM

Once the tag is installed in Campaign Manager, you have two options. Tag manager PUSH or the version below.

Step 1:

Eg tag: (need to be provided by the Campaign manager admin

<iframe src="https://6320129.fls.doubleclick.net/activityi;src=6320129;type=hp_sales;cat=panam0;qty=1;cost=[Revenue];u1=[URL];u2=[PageName];u7=[ProductID (SKU)];u10=[CardBrand];u12=[CustomerID];u13=[TotalCartValue];dc_lat=;dc_rdid=;tag_for_child_directed_treatment=;tfua=;npa=;ord=[OrderID]?" width="1" height="1" frameborder="0" style="display:none"></iframe>

Step 2 : New tag

Step 3: Clickear en Tag configuration + Floodlight Sales.

Step 4 : Add data layer information to pass the variable

Understand/Read the pixel :

<iframe src="https://6320129.fls.doubleclick.net/activityi;src=6320129;type=hp_sales;cat=panam0;qty=1;cost=[Revenue];u1=[URL];u2=[PageName];u7=[ProductID (SKU)];u10=[CardBrand];u12=[CustomerID];u13=[TotalCartValue];dc_lat=;dc_rdid=;tag_for_child_directed_treatment=;tfua=;npa=;ord=[OrderID]?" width="1" height="1" frameborder="0" style="display:none"></iframe>

https://ad.doubleclick.net/ddm/activity/src=;type=;cat=;qty=1;cost=

Step 5 : Click on the Lego+ Icon

Here you need to add your data layer information

Here you will click +

Add data layer info :

You can add more custom variable

Step 6: Here you will enter the trigger.

In this case if you want a floodlight on the purchase page you might be able to use the page view / thank-you page

Ressources

Sitewide tagging

Add floodlights to GTM

Monitor floodlight impressions specified in the sheet and send email alerts. Access the solution here

Value Proposition

Make a use case

Share your success with the CSM team. Using the DMT Library format. This format is also helpful to present the result to the C-Level at your client.

Congrat !! You did it !

All the CSM Team is proud of you ! Keep rocking !

Rhyming Leonardo Dicaprio GIF

Questions or comments :

@asacoman