"Clever & Smart" Conversion Management - Efficient Tagging in Google Tag Manager

Slides from Analytics Pioneers Summit 2024 Munich (09-2024)

1. “Efficient Tagging in
Google Tag Manager”
Markus Baersch @
Conversion Management

2. The problem: many conversions = lots of tags and triggers

3. Additional problem: inconsistency is guaranteed!


What about Meta or other services?

4. Keeping an overview?

5. Debugging is not easy!

6. Solution: use one single conversion tag per service


Define conversions
in one place

Lookup Tables
JS-Variable
Custom Template
…
Fire one tag per
service

Using conversion info from
dataLayer.
Helper tags push
conversion data to
dataLayer

Trigger by definition results,
push event to dataLayer with
everything needed to fire
conversion tags.
03
01 02

7. Single site, multiple vendors: settings as variable

8. Single site, multiple vendors: HTML helper tag

9. Single site, multiple vendors: one tag per service

10. Multi-Site / Multi Accounts: one big JavaScript variable

11. Multi-Site / Multi Accounts: helper tag(s)

12. Multi-Site / Multi Accounts: single Google Ads tag

13. meanwhile, in a secret lab somewhere…

14. …would use Dr. Bacterio´s custom tag template!

15. Conversions Manager: search patterns, event names or regex

16. Conversions Manager: Use custom input instead of URL / event name

17. Conversions Manager: results in dataLayer

18. Conversions Manager: 8 assets

1 firing trigger, 3 blocking triggers
4 tags (3 services + CM)


“Regular” set-up: 40 assets

10 firing triggers
30 tags (10 per service)

10 different conversions, 3 services


Tags
Triggers
Tags
Triggers

19. “Act now before your
container…”

20. Get the code!
Tag template +
(some) documentation
https://github.com/mbaersch/
conversions-manager

21. Thank you! :)


markus-baersch.de/bsky

22. Build!

markus-baersch.de/gtmbook