Google Tag Manager 2021: Ultimate Beginners Tutorial (Setup, Install, Launch, Troubleshoot)<a href="" target="_blank" rel="noopener">Source</a>

Full Google Tag Manager Course 2021 – Click by click guide to initial install, WordPress, Google Analytics, Facebook, Google Ads and how to fix errors. Simplify your site tracking the code free way to manage all your tags/pixels in one place. Plus, learn how to set triggers for tracking conversions.

🔥Free Tag Manager Playbook:
Copy our templates for organizing codes👈
Recommended Videos:
Ultimate Google Ads Tutorial:
GTM Key Concepts:
UTM Tracking The Right Way:

Google Ads Campaigns: Advanced Guides To Scale Playlist:

Tag Manager Ultimate Beginners Guide Playlist:
Table of Contents:
0:00 – Intro
0:26 – Tracking Organized
1:41 – Account Creation
5:35 – Tag Install
10:59 – Verify Install
12:56 – Google Analytics
17:57 – Facebook Pixel
24:38 – Google Ads Remarketing
29:11 – Google Ads Conversion
40:20 – Preview Mode
44:45 – Fix Errors
46:19 – Custom Codes
47:16 – Advanced Tracking
57:55 – Outro

Google Tag Manager 2021: Ultimate Beginners Tutorial (Setup, Install, Launch, Troubleshoot)

Want to start setting up conversion tracking Google Tag Manager on your site? If you’re not sure how or where to get started, this Google Tag Manager Tutorial is exactly what you need.

In this Google Tag Manager course, you will learn how to get started with google tag manager, what is google tag manager and how it works. We’ll go through the Tag Manager interface to show you a step-by-step guide on how to install google tag manager on your site.

What is google tag manager and what does it do?

Google Tag Manager provides for free a basic, dependable and integrated tag management system. It essentially puts a little code on your site, and when you go to your google analytics, your Facebook marketing, YouTube marketing, whatever you’re doing – the google tag manager code is the one code you add.

That’s why in this google tag manager tutorial, we’ll show you how to install your tags for google analytics 4, Facebook Pixel Tracking, and Google Ads Conversion tracking and Remarketing tag.

Tag Manager allows you to quickly and easily install tags on your site without having to worry about where to install or organize them. This helps make tag management simple, easy and reliable by allowing marketers and webmasters to deploy website tags all in one place.

As you know, digital marketing lives on data. Your digital analytics will help you figure out the right marketing strategy, track your data and optimize your campaigns.

Of course, this google tag manager tutorial 2021 is not complete without verifying your tags whether it was installed and fired correctly. That’s why we have included in this tutorial how to verify your install using Tag Assistant and the new preview mode of Tag Manager.

This google tag manager course is focused on understanding the collection abilities of google tag manager and how to use it to fit your online businesses needs and goals.

When you start using Tag Manager, you have to remember that you only have ONE shot. Because nothing is retroactive when it comes to your tracking. That’s why, the first thing you should do is figure out where all your codes are because you need to remove those after your google tag manager implementation.

Watch this Google Tag Manager Tutorial to know everything you need to know about google tag management, from creating your account to setting up tags. Know what are variables and constants in GTM because once you use Tag Manager, you’ll never want to go back!
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Hey everyone. Jason here, digital marketing 
consultant. And in this Tag Manager masterclass,   You’re going to learn how to install every single 
code and Pixel on your site that you’d ever need   Using Google Tag Manager, including how to 
set up your conversion tags and troubleshoot   When you have errors. So detailed timestamps 
below, if you need to skip to a specific section.   And here’s the timestamp, if you want to 
skip the introduction and go straight into   Installing it on your WordPress site or your Page 
Builder. So let’s go ahead, jump right in here.  What on earth is Google Tag Manager and why 
should you even go through doing all this?   Well, think of Google Tag Manager as your giant 
virtual file cabinet, it helps you simplify,   Organize, integrate, and track all in one place. 
And you’ll see when we set up conversion tracking,   This is going to be very, very helpful 
because no matter what platform you’re using,   You can set up a conversion event once and 
then it send that information out to all of   Your different platforms. And so, we are going to 
be taking all of the Pixels and tags and custom   Tracking codes that you have on your site right 
now. Or you might be installing in the future and   We’re going to put them all inside of Tag Manager.
Now, as we go through this, it’s very important.   Nothing is retroactive here. So you want to make 
sure that you are slow and methodical because you   Only have one shot when it comes to your tracking. 
No matter what platform it is, if it’s installed   Incorrectly, you can miss data or you could double 
count data, which is why you need to figure out   Where all of your tracking codes are right now. 
Because once you’re done with this video, you   Need to remove all those other ones. So you don’t 
have two tags or Pixels firing at the same time,   Sending double the amount of information. That’s 
not fun at all. There’s nothing retroactive   Here. So here’s what we’re going to do.
First. We will create your account. We’ll   Put the tag code on your website before we make 
any modifications to it. Verify that it’s there   And then start adding your tags and Pixels inside 
of Tag Manager. Now, when you go to create your   Account, there are a couple levels you need to 
be aware of. So you can create one account for   Your business or your businesses. And then you’re 
going to be creating something called containers   And a container equals one website. So all of 
your codes will go inside of that container.   And that container is your file cabinet, 
your virtual file cabinet that will be on   Your website. Now what’s very important is if you 
have a lot of different, let’s say Page Builders,   You’re using WordPress site, and then you’re 
using something else for your Landing Pages, or   You just have multiple websites. You should only 
have one tag or Pixel in one container. So you   Should not have the same code or Pixel in multiple 
containers. If that’s something that’s going on,   That is not the best practice to go with.
So now let’s jump over to the Tag Manager website.   You can go ahead and sign in, if you already have 
an account. If you don’t, just go ahead and click,   “Start for free”, go ahead and use the same Gmail 
address you use for business. This does not have  

To be the same address you use for all of your 
Google ads accounts, or your YouTube channel or   Your Google Analytics. You can connect multiple. 
You can have multiple sign-ins for those. So,   You’re not locked in if you use the wrong 
address here, and you can always add more later,   But let’s go ahead and sign in. So assume that you 
were able to sign in okay. And then you’ll see,   I already have an account set up, but we’re 
going go ahead and create an account from scrap.  So I’ll click on “Create account” here. And when 
you do, you’ll go ahead and give your account   A name. So this is the very, very top level. So 
this should be the name of your company, not your   Website yet. And then of course, you’ll go ahead 
and choose your country. I just normally leave the   Anonymously shared data unchecked, and then you 
can come down here to container set up. So you’ll   Have multiple containers inside of your account. 
And then we’ll go ahead and give our container a   Name. This should be your website name. So that’s 
what we’ll do here. Fresh Fans Academy will be   Our website. And then of course, we’ll select 
website because that’s the type of container   We are setting up here. So we’ll come down here 
and click on “Create”, and then they’ll ask us to   Except their policies and data processing. 
And then we can go ahead and click on   “Yes” And once we do, our new container 
will have been made. So we made an account   And inside of that account, we have one container. 
You can have multiple containers because you can   Have multiple websites and multiple domains. I 
like doing one container per domain. Although   All of that up to you, how you ultimately decide 
to organize things. So I’m just going to assume   You have one domain and one website right now.
So this is the code that’s going to go on your   Site. This is the one code to rule them all. 
You’re going to put some code in the header   Tag and top of the body tag. Now don’t worry. 
We’re not doing any HTML here. It’s literally   Just going to be copy and paste. We don’t need to 
know a line of code. You don’t need to understand   What is going on here. You’ll just be able to 
copy and paste this. So I’m going to go ahead   And click “Okay” And if you ever need to get back 
to that screen, all you need to do is come up here   And click on your “Tag Manager ID” And that 
pop up will come up. Now, before we jump over   To actually adding this to our website, I highly 
recommend you copy and paste this and put it into   Some sort of internal documentation. This can be 
a simple Excel sheet or a Google doc, or you can   Check out the link in the description to our Tag 
Manager Playbook. It’s actually the exact same   Template that we use to state organized with our 
Tag Manager installs and make all of our codes and   Confirmation URLs are working correctly. So 
you can go ahead and just take this code,   Paste it into the Tag Manager Playbook 
or your own documentation. Link in the   Description to learn more about that.
So the reason that this is so important   Is this code needs to go on every single page of 
your site, whether you’re using a WordPress site,   You’re using a Page Builder like Squarespace or 
Wix or GoDaddy or whatever else is out there,  

I’ll be using Mailerlite as an example. And so, 
what we’ll do is you need to look for your page   Options or theme settings, or custom analytics or 
scripts or tracking codes, some sort of advanced   Section where you’re going to be able to put this 
on your site. You should not have to open up the   HTML of your website in order to do this.
So first, we’re going to go through how to   Do this on “WordPress” I’ll show you how to 
find it inside of your theme or your Page   Builder plugin. And then I’ll go through using 
a WordPress plugin, that’s actually designed   To allow you to easily put Tag Manager across your 
entire site. Then we’ll go through an example from   Mailerlite, which should mirror a lot of the 
Page Builders out there. So let’s go ahead,   Jump on over into WordPress here. And we’ll start 
with the simpler method, which is using a free   Plugin to add it to all of your pages on your 
site. This is also helpful if you want to do   Some data layer things in the future, which is 
advanced. So we’ll go ahead and click on “Plugins”   Here. We will click on, “Add new” And then in 
the search, we will just search Tag Manager.   And the second one is the one you want to install. 
So you’ll go ahead and click on “Install now”,   And then it will be active. And so, we can click 
over here on “Settings” and you’ll see Tag Manager   Has been added to your settings. So when we 
click on that, you’ll need your Tag Manager ID.  So what’s nice about using this plugin is 
you don’t even have to deal with the header   And body tag. It figures out where to put it 
correctly on your site. So if we go back over   To Tag Manager here, we actually only need this 
code, our Tag Manager ID, not all of the HTML. So,   We’d go ahead and copy that. And we paste it in 
there and we click on save changes, and now it   Is on your website. So we’ll go through how to 
verify that it was actually installed correctly.  So now let’s jump over to what to do if you’re 
using a Page Builder, and then we’ll go back   To another WordPress example here. I’m going to 
be using “Mailerlite”, but this is going to be   A very similar process, no matter what Page 
Builder you are using. So let’s go over to   Mailerlite. You’re going to be looking for 
Analytics/ Tracking/ Custom Code Scripts.   So here I am on sites inside of Mailerlite. 
I’m looking at my different websites here   And I’m going to edit Fresh Fans Academy because 
that’s where I want this code to go. So, I’ll go   Ahead to click to edit it here. And when I do the 
backend settings will load. So I’m going to scroll   Down. I’ll go ahead and click on “Edit” here. And 
then I’m going to scroll down again and I’ll be   Able to click on “Analytics and custom code”
And you’ll see that your Page Builder will   Probably give you some sort of options to 
just paste in Google Analytics or paste   In the Facebook Pixel, which is great. And 
it’s great when you’re just getting started,   But because you’re watching this, you want to 
actually use Tag Manager because it’s going to   Give you so much more control in the future. So 
we’ll go ahead and scroll down and you’ll see,   We have a place for the header injection, and 
we have a page code injection that goes at the  

Top of the body tag of the website. And so, 
we’ll go over to Tag Manager here, we’ll copy   This top part, and then we will paste it where 
the header code is. So top is header, it’s pretty   Self-explanatory. And then the bottom is going to 
be at the opening of the body tag or just the body   Tag, the body of the actual website. So we’ll go 
ahead and copy this and we’ll paste it in here.   Or you can just copy it from your documentation 
or the Tag Manager playbook, if you decided to   Check that out in the description. And then we 
can go ahead and click on “Save and continue”,   And once we do Tag Manager is on our website.
Now, if you’re using a Landing Page Builder like   Mailerlite or Leadpages, or one of the other 
popular ones, you might have to do this for   Every single Landing Page that you set up. So 
you do want to make sure that whatever webpage   Builder that you’re using, that Tag Manager does 
go across all of your pages and it doesn’t always   Universally copy over to your other pages 
in your Page Builder. So I’ll get off that.  Let’s go ahead, jump back over to WordPress 
here. I’m going to be using “Thrive Themes”   As an example, but whatever theme you’re using, 
this should be helpful. So let’s go ahead, jump   Back into our WordPress dashboard and I’m going 
to click on the Thrive dashboard. And then I’m   Going to click on “Theme settings” Now inside of 
theme settings, I have analytics and scripts. So,   You’re looking for something similar in your 
theme settings, whatever WordPress plugin you   Are using. And once we click on that, you’ll 
see we have a header script, opening script,   And a body script. Now, if you just have a body 
script, that’s okay. Here Thrive Themes. It’s   More conversion focus. So they know people want 
the ability to edit the opening at the very top   Of the body tag, not super important here. 
So let’s go ahead. We’ll copy for the header   Tag and for the body tag. And we’ll pace both 
those in, and then we’ll click on “Save changes”  Now what’s important here is you either use the 
plugin or you go to your theme settings. Now I   Like using the plugin because it makes sure that 
it does go on every single page. And if you’re   Using a Page Builder, you’re using some other 
plugins, it’s much more likely to not get in,   Not be blocked or actually be on each page of 
your website. But of course, this is an option   As well. So that’s three different ways you can 
install the Tag Manager code on your site. So   Now we need to make sure that it’s actually there 
before we add anything, right? So let’s go ahead   And verify and install. If you’re still watching, 
getting some value, go and hit that “Like” button.   Make sure you subscribe for more deep dive videos, 
just like this one. Let’s go ahead and make sure   Tag Manager is installed correctly using the Tag 
Assistant plugin. And this is a Chrome plugin. So   We’ll just go to Google search for Google Tag 
Assistant, not to be confused with Tag Assistant,   That’s now Preview Mode. That didn’t make 
any sense. That’s okay. We’ll get to that.  So strap in, we’ve got a lot to do here. So 
let’s go ahead and add to Chrome. So when I   Click “Add to Chrome”, I’m going to have to, of 
course accept all these, just leave all of these  

Checked and we’ll go ahead and click on “Done” 
And then whenever you want to use it on a webpage,   You’re going to need to click on the “Plugin”, 
click “Enable” and then refresh the page.   So if I go to our website, this is the website 
example that I just did for Mailerlite. So what we   Can do is we can click on the Tag Assistant icon 
up here, and we’ll go and click on “Enable” And   When we do, it’s going to tell us that we need to 
refresh the page. So when I refresh the page and   Refresh the page, you’ll see now, I can actually 
see the Tag Manager code that we installed.  Now, red is obviously bad. That means something’s 
wrong. We want this to be green or blue.   Yellow is kind of okay. It’s like, “Eh, it might 
be working”, but red just means something’s wrong   And you need to fix it. Now, if we go ahead 
and click on the “Code” here, we’ll see that   It’s red is because it didn’t actually fire. 
Didn’t do anything. It’s just telling us, “Hey,   Tag Manager’s here, but it didn’t do anything 
because there’s nothing in Tag Manager”, so   It shouldn’t do anything. And so, if you see this 
error aborted, when you first install Tag Manager,   That’s okay, it’ll go away once you install your 
first tag. So don’t freak out, you haven’t done   Anything wrong. It’s there. It’s ready to work, 
but it needs a job to do. And so let’s go ahead   And give it a job with Google Analytics and 
remember timestamps below, if you need to skip   Ahead to a specific Pixel or tag, I’m just 
going to go in basic order of install when   You’re just getting started with your tracking.
So the first one of course is going to be Google   Analytics. Now there might be a little confusion 
because we are going to be going through Google   Analytics 4. And this is the newer version that 
came out in late 2020. And we’re going to need   To find our measurement ID. Now, if you have a UA 
code or Universal, you still have Google Universal   Analytics, which is the one that’s been around for 
years upon years. That’s okay. There’s literally a   One click difference inside of Tag Manager. So you 
might have a measurement or property ID. Either   Way, this is going to work. I won’t get too much 
into the differences and whether or not you should   Change. So let’s go ahead and get our measurement 
ID or your Google Analytic’s property ID.  So inside of Google Analytics here, either way, 
you’re going to want to click on “Admin” And   Once you do, you’ll be able to see your Google 
Analytics settings. And of course, it’s organized   In a very similar way to Google Tag Manager, where 
you have your account, and then you have your   Property. Here they’re called properties instead 
of containers inside of Tag Manager. So think of   It this way. When you click on your account 
and then you go to click on your “Property”,   You should have one container for each one of 
these properties. So let’s go ahead and leave it   At Fresh Fans. And then here, we’re going to click 
on “Data streams” If you were looking for your   Universal Analytics code, your UA code, you would 
go ahead and click on “Property settings” So let’s   Go ahead and click on “Data streams” and we will 
go ahead and click through and we will copy this   Measurement ID. If you’re using the UA code, 
then you would copy your UA code and go ahead  

And paste it into your documentation or the Tag 
Manager Playbook. And now we’re going to take this   Measurement ID or UA code and go ahead and put it 
into Tag Manager to essentially have Tag Manager,   Put it on our website. So let’s go ahead and 
go back to Tag Manager. I’m going to click on,   “Add new tag” here. I’ll give the tag a name, 
just GA4 – Base Tag, and then we’ll go ahead   And click on “Configuration” You can name your 
tags, whatever you want. You’re not going to get   In trouble. Nothing’s going to break if you 
name it the wrong thing. And we’re going to   Go ahead and click on “GA4 configuration”
Now, if you have a UA code, you would click   On “Universal Analytics” and that is the only 
difference here. That’s the only difference   With installing. So let’s go ahead and click 
on “GA4” and we’ll go ahead and leave this box   Checked. We will copy our measurement ID or copy 
it from your documentation, and then go ahead and   Paste it in leaving this box checked. And now we 
need to tell Google Analytics when we want this to   Fire. So this is just the code and it’s inside of 
Analytics or inside of Google Tag Manager now. So   Now we need to tell Tag Manager when we want this 
to fire, when do we want to send the information   To Google Analytics. So we’ll come down here to 
Triggers and we’re just going to click on “All   Pages” because we want all of the data from every 
single page into our Google Analytics account.   So we’ll go and click on “All pages” here, and 
those are all the settings we need. So we’ll   Come up here to save. And once we do, you’ll see 
we have one workspace change and we can go ahead   And click on “Submit” You can also see workspace 
changes down here. We have GA4 – Base Tag. So   The tag is not actually on our website yet. We’re 
still in draft mode. So let’s go ahead and submit   It, so we can double check our tag live. So we’ll 
go ahead and click on “Submit”, just go ahead and   Paste in the basic information on what you did.
It is very important that you actually put in   Information about what you did, because this 
is going to sit here for years. We have some   Tag Managers that are over 10 years old, and so 
people don’t remember what they put where. And so,   It’s important that you just put in some 
basic info. And with that documentation down,   Let’s go ahead and click on “Publish” 
And once you do, you will get a quick   Summary of everything that was installed. So 
now what we want to do is let’s go back over   To our website and check that Tag Assistant is in 
check using Tag Assistant to make sure analytics   Is in fact on our website. So we’ll come back over 
to our website and we’ll come up here to click on   Our “Tag Assistant” And now you can see Google 
Tag Manager is green now. It’s firing because   It has a job to do, and you can see our global 
site tag has been installed. And so with that,   Google Analytics is on your website. And if you 
had Google Analytics installed someplace else,   Take it off now. It’s actually okay, if you have a 
UA code and a measurement ID on the same website.   It’s okay, if you have one of each. It’s not 
okay, if you have two of the same measurement IDs,   Or two of the same UA codes on 
your website. So, take them off  

Now because you can see that it’s working.
All right, let’s go ahead, go to the Facebook   Pixel. So even if you’re not using Facebook 
right now, I recommend installing the Pixel.   And the reason that I recommend doing that is 
it makes remarketing a heck of a lot easier in   The future. And it gives you audience 
data very similar to Google Analytics.   It’s the way that Facebook is trying to compete 
with Google. They’re always trying to outdo   Each other and we can use it to our benefit.
So, let’s go ahead and go into your Facebook ads   Account and install the Pixel. What’s cool is you 
can actually directly integrate. So this is going   To be a lot faster. So go ahead and go to Facebook 
and click on “Ads Manager” at the side. And then   You can go ahead and click on your icon here and 
you’ll click on “Events Manager” So once you’re   An Events Manager, yours might look a little 
different if you haven’t set up a Pixel before,   But here what we’re going to do is we’re going 
to click on “Ad Events” and then we’re going to   Click on “From a New Website” Now, if you have 
already put the Facebook Pixel on your website   In another way, you still want to go through this 
process because you’re going to use Tag Manager   And then remove whatever you did before.
So we’ll go ahead and click on “From a New   Website” and we will use a partner integration. 
Google Tag Manager is right here, so we can go   Ahead and click on “Tag Manager” And then we’ll go 
ahead and click on “Continue” So I’m going to skip   Some of the steps here. So, we’ll go ahead and 
click on “Continue”, go ahead and Sign-in and   Then choose your accounts. Make sure you 
choose the right account and the right   Container that you want it to be placed on. And 
then you’ll go ahead and click on “Finish setup”  Now, once we click this button, Facebook 
will automatically publish your Pixel. So   There’s no preview. There’s no submitting, it goes 
straight to live. So once we hit “Finish setup”,   Now it’s live on our site and I’ll quickly go 
through what you can do in terms of adding some   Detailed events with your Facebook Pixel tracking. 
So You’re not going to be setting up triggers   To be tracking events for your Facebook Pixel. 
You’ll do it through this interface, which is why   We’ll go through it very quickly. So let’s ahead 
and take a Landing Page from our website and we’ll   Go ahead and paste it in and open the website.
Remember, the Facebook Pixel is on our site with   Tag Manager at this point. So we’ll go ahead and 
open and there will be a little dialogue box here,   And it will automatically detect some events 
that we might want to track on this page. So,   As an example, it’s already detecting that there’s 
a button and when people click that button,   We might want to set up a event that counts that 
person as a lead for the purposes of Facebook. So   This is completely detached from Google Analytics 
and completely detached from anything you do with   Google ads. Facebook is its own little island, or 
I should say big island. So when we come down here   And we click on the little funnel icon, you’ll 
actually be able to edit and change what the   Event is. So let’s say for example, this button, 
when someone clicks it, we actually want to say,  

“No, they’re actually adding their payment 
inform” or “They’re initiating a checkout”   Or “Adding something to a cart” And once you do 
this, inside of your Facebook ads account, every   Time someone clicks this button, Facebook is going 
to track that and tell you, “Hey, this many people   Took this action on your site” And it’s also very 
helpful with conversion tracking. And of course,   You can actually set up your campaigns 
to say, “I want to optimize for people   Becoming a lead on this page”
But I won’t get too much into that. So we’ll   Go ahead and click on, “Cancel” here, go ahead and 
click on “Finish” We don’t want to give feedback   And then we can go ahead and click on “Continue” 
and Tag Managers on our site. We’ve gone through   A basic walkthrough of how you can add custom 
events on your pages. You can always just paste   In more URLs. We’ll go and click on “Close” here.
And now I want to show you how to get back to   Setting up Facebook Pixel Events, just in 
case you want to do more. So coming back   To our Facebook ads account here, all you need 
to do is click on “Add Events”, and this time   Click on “From the Pixel” And then you can open 
up the exact same tool that we just use. So   If you make a new Landing Page, you have a 
new shopping cart, you have a new sales page,   And you want to track some events on that, 
drop in the URL here. And then you can use   The basic interface, that dialogue box that 
pops up on that page. And you can say, “Hey,   When someone clicks this button, make them a 
lead”, or “When someone clicks this button,   They’ve purchased” And so that’s how you set 
that up inside of your Facebook ads account.  So let’s go back over to Google ads and 
you’ll see that about 11 minutes ago, because   Of all the cuts, it takes me here, the new 
container was installed. And so what we can do   Is we can actually go up here and click on 
“Versions”, and then we can click on “Live latest”   And we’ll be able to see that the Facebook 
Pixel ID was in fact installed and it is live   On our website. So if we go back over to 
our workspace here and we click on “Tags”,   You’ll see that the Facebook Pixel is also 
already here. So we can click on it and you’ll   See that it’s using a custom HTML element and our 
Facebook Pixel is right here. It’s installed. It’s   Inside Tag Manager, but there’s one more thing, 
right? We want to make sure that it is in fact   On our website. Now because it’s Facebook and it’s 
not Google, we need to use a different plugin to   Make sure that it’s actually on our website. 
And of course, make sure you take that Pixel   ID and paste it into the Playbook or your own 
documentation for easy reference in the future.  So let’s go over to our Landing Page here. So 
this is the same Landing Page that we were just on   Setting up that leads event. And when we come up 
here to Tag Assistant, you’ll notice that it’s not   Telling us about Facebook and that’s because the 
Facebook Pixel will not show up in the Google Tag   Preview because Google and Facebook, well, they 
have a pretty big love, hate relationship, right?   So let’s go ahead and install the Facebook 
Pixel helper. So we can actually verify  

That the Facebook Pixel is on our website. So of 
course, we head over to Google to find something   For Facebook, and we’ll look for the Facebook 
Pixel helper. We can go ahead and add to Chrome,   Add extension, and then you’ll have another 
icon up here. So, we can come back over to   Our Landing Page, refresh. And now we’ll be able 
to see the fresh company’s Pixel. The Pixel ID   Of course matches the same Pixel that’s in our 
ads account. And this means you are good to go.  So if you’re still watching, hit that “Like” 
button, you are an absolute champion. Now   Let’s go ahead and switch gears, come back to 
the Google sphere of products. And we going   To set up Google Ads Remarketing. Just like 
what I recommend with Facebook, if you’re not   Doing any Google Ads Remark Google Ads Campaigns 
right now, it’s free. It doesn’t cost anything   To put this on your website. So you can do 
remarketing campaigns in the future. If you’re not   Familiar with remarketing campaigns, that’s okay. 
Just set this up now, collect all of that sweet,   Sweet data because nothing is retroactive. So, if 
you’re going to be doing search/ display/ YouTube   Remarketing, you don’t even know what you’re 
going to be doing, please, please put this on your   Website. All right, I’ll get off that soapbox.
Let’s go ahead and create our tag. So we can go   Over to search, just search for Google ads. We can 
Sign-in or Start Now. So I’m going to go ahead and   Just Start Now. We’ll go ahead and Sign-in. And 
then once you do, you can go ahead and click on   “Tools and Settings”, click on “Audience Manager” 
and if you haven’t set this up yet, this is going   To be what your page will approximately look 
like. So, let’s go ahead and set up your first   Remarketing tag. And we’ll go ahead and click on 
“Set Up Tag” here for the Google ads tag and then   We’re going to just click on “Collect general 
website data” Now there are some restrictions,   Data processing restrictions, and of course 
it has to do with certain jurisdictions,   Not really wanting certain data to be collected 
about people. So just go ahead and click on   This first one, unless you’re going to get more 
advanced. So we’ll go ahead and just click on   “Save and continue” And then we’ll be able to 
have different options for adding the tag to   Our website. It’ll allow you to do it, install it 
yourself. You can email it to someone who’s going   To do this for you, but you’re watching this, 
which means you know how to use Tag Manager.  So let’s go ahead and click on “Google Tag 
Manager” You’re only going to need your conversion   ID. So go ahead and immediately copy this, save it 
to your documentation someplace. And then go ahead   And click on “Continue” and we’ll click on “Done” 
And now you can see under our Audience Sources,   We have a Google Ads Tag. So now we’ve created the 
tag, but it’s just sitting inside of our Google   Ads account, which means it’s time to install 
it. So let’s go ahead. Go back over to Google Tag   Manager and click on “New Tag” So once we click 
on New Tag, we’ll go ahead and give the tag a   Name just: AW-Remarketing. Google ads used to be 
called AdWords, and I am just forever ingrained   With that. And I’m always going to abbreviate 
it- AW, mostly because if you abbreviate it GA,  

Then Google ads and Google Analytics 
has the same abbreviation and that   Just gets confusing. So I use AW. You did 
not need to know that. So let’s go ahead.  Click on “Tag Configuration” here and we’re 
going to click on “Google Ads Remarketing” So   We’ll go ahead and click on that. And 
then we will need our conversion ID.   The conversion label is optional. When we get to 
your conversion tracking, you will have to have a   Label, but here we don’t. So, we’ll go ahead and 
copy it from our documentation. Or you can go all   The way back into Google ads and find it. And then 
we will paste in your conversion ID right here.   And now it’s time to set up a trigger. So we’re 
putting it inside of Tag Manager. Now we need to   Tell Tag Manager when it should fire. So we’ll go 
ahead and click on “Triggering” And it’s pretty   Simple. All every single page, we want it to 
fire. So we’ll go and click on “All pages”   We have all the information and we need, 
and we’ll go ahead and click on “Save”  Again, we have one workspace change. You’ll see 
down here. Aw-Remarketing has not gone live yet.   We just made it. So we’ll go ahead and click on 
“Submit” and we’ll give it a bunch of information.   Again, just paste in the same information that 
you used when creating the tag. We’ll go ahead   And click on “Publish” And now you can see that we 
have version three of our container. Version one   Was Google Analytics, version two was the 
Facebook Pixel, and version three is now has   The Google Ads Remarketing tag. So that’s why 
you see a total of three tags. It’s selling you   Everything that’s on your inside of Tag Manager, 
not what you just did. So what do we do? Of   Course, we need to make sure that things actually 
worked correctly. So hopefully this is going to   Be a walk in the park for you by the time you’re 
done watching this master class. So let’s go ahead   And go back to our website. We will refresh the 
page and now we can see the Google Ads Remarketing   Tag is on our website and it’s firing on all 
pages. We’ll get to Preview Mode down the road and   You are good to go with Google Ads Remarketing.
So now let’s get a little more advanced. Let’s go   Ahead and set up a Google Ads Conversion tag. So 
what’s different here is with your conversion tag,   You are tracking a specific event on your website. 
So far, we are just collecting everything under   The sun. We’ve cast a very wide net and here, 
we’re going to say, “You know what, we want to   Know when someone takes a specific action on 
our website” So that’s what we’re going to do.   So what you’re going to need is your success 
or confirmation page URL. So whatever the page   Is that comes after what you’re tracking. 
So if you’re doing Landing Pages, you want   The confirmation page from your Landing Page. If 
you’re tracking sales, you want the confirmation   Page after the checkout. And of course, you need 
the conversion code, which we’re going to create.  So first, we need to create something called a 
trigger. This is the first time you’re going to   Need to do this. And then we’re going to create 
that conversion code and then add that conversion   Code to our Google Tag Manager account, using the 
trigger that we set up. If that sounded confusing,  

Don’t worry. Promise it’s going to be a walk 
on the park by the time you’re done here.  So, the first thing we need to do is to create 
a trigger because we don’t want this to fire   On all of our pages like we’ve done previously. 
So inside of our Google Tag Manager account,   We’ll go ahead and click on “Triggers” here and 
you’ll see that there are no triggers. So we need   To make one. So we’ll go ahead and click on “New” 
We’ll give our trigger a name. Now, when it comes   To naming your trigger, I like naming it whatever 
the offer is. And then what the event is. So   Similar with what we did with the Facebook Pixel, 
we chose lead for the event because someone is   Entering their name and email. That’s what we’re 
doing here. We’re getting a lead. If someone was   Buying something, then we would set 
the trigger as customer or purchased.   So here, we’re going to leave it as lead. And 
then we’re click on “Trigger Configuration” And   We’re going to click on “Page View” Now this is a 
place where Google and Google Tag Manager really,   Really shines and go ahead and play with it in 
the future. Here, we’re just going to keep things   Very, very basic because nothing’s retroactive. 
You can always get more advanced later.  So we’ll go and click on “Page View” and then 
we’re going to click on “Some Pages” You’ll see   You have a bunch of options. Just go to Page URL, 
and then you can click on “Contains”, “Equals” and   “Starts with CSS selector” Boy, oh boy. Do you 
have so many options here. Just click “Equals”   I guarantee you, your conversion tracking will 
work just fine using equals. You don’t need to go   Through all that other stuff. So now what we want 
to do is paste in the confirmation page URL here.   So whatever shows up after the Landing Page, after 
the checkout page, after the shopping cart page,   That’s the URL we want to put here.
Now, if you’re using an e-commerce platform   Or you have some sort of checkout software 
that changes the URL of the confirmation page,   Then of course you would go ahead and change 
it to “Contains” and then you’d be able to say,   Let’s say your, and 
then whatever the order number is that comes   After that confirmation wouldn’t matter. 
Tag Manager would know every time the word   Confirmation shows up in a URL, it should fire.
Now I don’t want to get too much into that because   It’s so, so easy to break. So let’s go ahead and 
leave it at Equals. So now that we have that,   We are setting up a trigger and we’ll 
go ahead and click on “Save” here. Now,   Once we’ve saved that, we need to add what you 
just did to your documentation, so that you know   What your confirmation page URLs are and you 
know what trigger and how you’re going to label   Them. So this is really going to help you do state 
organized. I highly recommend using our template,   Even if you create your own template, whatever you 
do, save this in another place, so you can easily   See how you’ve set all of your triggers up. You’ll 
see that as you create more and more triggers,   It’s going to be very, very important.
So now it’s time to go ahead and create   Your conversion code inside of Google ads. So 
we’ll go back into the Google ads interface  

And we will go ahead and click on “Tools” and we 
will click on “Conversions” Now, if you haven’t   Set up a conversion, you’ll have this nice big 
blue banner asking you to create one. Otherwise,   You just click the blue “+” button. That would 
be approximately here on your page. So we’ll go   Ahead and click on “Conversions” We want to track 
website actions, we’ll select our category. We are   Getting leads here, submit a lead form, and then 
go ahead and give it a name. And then for our   Conversion value, we’re actually going to leave 
this blank. I highly recommend when you’re doing   Collecting leads just go ahead and leave your 
conversion value blank. The only time you would   Want to use one of these up other ones is if you 
know exactly what your revenue for the product is.   So if you’re selling one product and it’s always 
a $100, but you have $3 in processing fees and   Then $2 in administrative fees, then you put the 
conversion value at 95, right? But for the most   Part, you’ll go through some more advanced things 
or hire someone to set up data layer things for   You. So Google ads could dynamically pull in those 
numbers. So for now, just leave it at a no value.  And then we’re going to track One. So if you’re 
doing purchases, you would track every single one   Because obviously the more people purchase, the 
more money you make, but there’s no additional   Value to getting the same email over again. So 
we’ll go and click on “One” Then these next couple   Of settings, I recommend just going with the 
defaults that I’m going to go through here. So   You can go ahead and change how long you want to 
wait until someone can be tracked as a conversion.  So for example, if someone clicked on your ad and 
then 15 days later, they actually took the action,   Like they actually gave you their name and email, 
then it would still count as a conversion for   That ad because you’ve set it to 30 days. So I’m 
going to go ahead and just leave it at one day,   Because if they didn’t click the ad and opt in, 
then I don’t want to count them as a conversion.   We’ll do the last click model, which is what I 
recommend for everything. And then we’ll just go   Ahead and click on “Save and continue” And we can 
jump straight to Google Tag Manager and you’ll see   We have a conversion ID and a conversion label. 
So now we need the label unlike what you did with   Google Ads Remarketing. Of course, go ahead and 
paste it into whatever documentation you’re using.   Hopefully, you have some documentation now, and 
then we’ll go ahead and click on “Next” here. And   We are done. We have created our conversion tag.
So we created a trigger and we created a tag. So   Now it’s time to put them together. So let’s go 
ahead and add this conversion tag to our Google   Tag Manager and make that connection. So inside 
of Tag Manager, we’re going to click on, “Add New   Tag” You guessed it and we’ll go ahead and give 
it a name. This is going to be a conversion for a   Lead. And then for tag configuration, we are 
going to select Google Ads Conversion Tracking.   And so once we do, we need the conversion ID 
and we need the conversion label. So you’re   Going to need both this time. So copy it from 
the Google ads interface or your documentation,   Go ahead and paste it in here. And then for the 
trigger, this is going to be where things are  

Different. So we’re going to click on “Triggering” 
and now we’re going to click on not all pages,   But we’re going to click on “FFA- Lead”, the 
trigger we just set up. So we’re going to be   Telling Google Tag Manager, only fire a conversion 
when this page loads and your page only loads   After they’ve taken the action you want them to. 
So you can see how now we’re telling Tag Manager   To we’re using Tag Manager to easily help us stay 
on top of what people are doing on our website and   Optimize our ads for the actions that we want.
So let’s go ahead and click on “Save” here   And you’ll see, we have two 
workspace changes now. We have   The tag that we just added- our conversion tag. 
And we have the trigger, which is when we want   The conversion tag to fire. So whenever you’re 
doing conversion tracking, you should have two   Workspace changes. And what’s really cool 
is if we do other platforms in the future,   We can use this same trigger for that other 
platform. So that’s, what’s really great. You   Don’t have to make the same triggered over 
and over again. You can use one trigger and   Use it for all of your ads platform. So 
let’s go ahead and come up here to Submit.   We’ll paste in what we did again. And then we’ll 
go ahead and click on “Publish” here. So once we   Click Publish, you’ll see now we have a total of 
four tags. We have one trigger where before it was   Zero, but we made one and then you can see the two 
changes that have just been added. So now we need   To come back over to our website and check that 
the conversion tag is actually working. But if   You go to your homepage, well, the conversion tag 
won’t fire. And if you go to your Landing Page,   Well, the conversion tag won’t fire because 
it’s not supposed to fire there. It’s supposed   To fire on one page- your confirmation page.
So what you’re looking at right now is our   Confirmation page for our Landing Page. And 
so we can go ahead and refresh the page.   And when we click on “Tag Assistant”, you 
will now see Google Ads Conversion Tracking.   If you’re on a page other than your confirmation 
page, and you see Google ads conversion tracking,   Something is wrong. This is the only page where 
this Google conversion tag should be firing. It   Shouldn’t fire anywhere else. So if any part of 
this is confusing, make sure you comment below. We   Do read and reply to every single one.
And now there’s one more quick step you   Need to do. And this is just how Google do their 
creepy tracking thing. And you’ll be able to   Track people across multiple devices. And this is 
adding something called the Conversion Linker now.   Nothing special here. This should be done 
for every Google ads account you have.   So let’s go ahead and go back to our Tag 
Manager. So we can click on “New Tag” here,   Untitled. We’ll just call it Conversion Linker. 
And then when we click on “Tag Configuration”,   You’ll see that I can come down here to something 
called Conversion Linker. So I’ll click on   Conversion Linker and to keep things simple, I’m 
not actually going to check any of these boxes,   But what you can do is you can mouse over the 
question marks and you can see if it would make  

Sense for you to check on these boxes. But for the 
most part, I like leaving all of these alone by   Default. I just wanted to work the basic way.
So then we’ll go ahead and come down here to   Trigger and we will select “All Pages” And then 
we’ll go ahead and click on “Save” And once we do,   We’ll have one workspace change- Conversion 
Linker. Let’s go ahead and Submit that.   Again, this is just something that Google has 
created to help better improve the accuracy of   Your conversion tracking. It’s nothing really 
all that special. So we’ll go ahead and add our   Notes here and we’ll come up to Publish. And 
now Conversion Linker is on your website. You   Don’t need to go through checking it. So now we’ve 
installed your Google Analytics. We’ve installed   The Facebook Pixel. We have installed Google Ads 
Remarketing, and we’ve installed a conversion tag.   Make sure you comment below, if you have any 
questions. Time timestamps to jump back around.  Now I want to go through the new Preview Mode. 
So what Preview Mode allows you to do is, it’s   Like Tag Assistant on steroids. So the benefits 
of being able to go through the Preview Mode   Is you’re going to be able to take a really 
deep dive onto what tags are firing when   And how. And you’re also going to be able to log 
how tags fire over time. So you can actually go   To your website and start clicking on things 
or opting in or making practice purchases and   The tag Preview Mode will actually show you the 
sequence of all the different tags firing. So you   Can make sure that literally everything is good 
to go. With your basic install, this is overkill,   But as time goes on, as your business grows 
and becomes more advanced with your tracking,   This is going to be a very invaluable asset.
So let’s go through just a quick example of   How to use the new Preview Mode, just so you know. 
Now this is actually called Google Tag Assistant,   Not to be confused with Tag Assistant 
for the Chrome plugin we use. So   Preview Mode and Tag Assistant are now called the 
same thing. I’m going to call it Preview Mode,   Just so we don’t get confused. So if you are 
familiar with Tag Manager at all the old version,   You used to be able to click on preview and 
then you’d get this orange box at the top,   Letting you know that you had you were in Preview 
Mode. This is not how it works anymore. So   If you’re used to that version, here’s the new 
way to do it. So what we’re going to do is check   On our tags for our Landing Page. So going 
back to our Google Tag Manager account here,   We can click on “Tags” And of course, we can 
see a list of all the tags on our website.   So I’m going to come back up to overview 
and I’m going to click on “Preview Mode”  Now, when I do, we’re going to want to paste 
in the URL of the page that we want to preview.   So this can be your homepage, this can be your 
confirmation page, or this could be your Landing   Page. I’m going to do the Landing Page here. So 
I’m going to paste in the URL of our Landing Page.   I’m going to include the debug signal in the 
URL. If something goes wrong and it doesn’t seem   To be loading correctly, uncheck this. For most 
websites, it should work. And then we’ll go ahead  

And click on “Start” Now, when you click on start, 
if you have Tag Assistant installed, it will open   In a new tab. If you don’t, it’ll open it in a new 
window. Either way, it’s going to open in a new   Window or tab. And the way you know, it’s working 
is you’ll see this dialog box in the bottom right,   Where it says “Debugger connected” So it shows 
that you’re connected. That means this is working.   So we can click a tab over back into Tag Manager 
and it says, yay, we’re connected. So we’ll go   Ahead and click on “Continue” here. And now we 
can see the tags that fired on this page and   More importantly, the tags that did not fire on 
this page. So because this is our Landing Page,   You can see that our conversion tag did not fire. 
If we were doing this for our confirmation page,   Hopefully it would show that our tag 
had actually fired. And you’ll actually   Be able to click on a option here, you see Google 
Analytics. You’d have an option for Google ads,   And you’d be able to take a deeper dive 
into how your conversion actually fired   And making sure the data layer stuff is correct, 
if you’re doing advanced tracking with, let’s say   Pricing of your e-commerce products.
So when it comes to the tags that are fired,   You’ll notice that this preview should show 
all the tags for your entire account. And so,   You’ll have the ones that did fire, and you’ll 
have the ones that did not fire. And of course,   You can click through these and you can also 
come up here. And when you start adding events   To your Google Analytics account, you’ll be able 
to start taking deeper dives in here as well. So   To turn this off, to disconnect it, all you 
need to do is click on this “X” button here,   And then you’ll see that you are not connected 
any more. And we can go ahead and just exit out   Of this Preview Mode. And you’ll be able to 
see some previous history of what you’ve gone   Through. So definitely don’t rely on this, saving 
everything for you, but the last couple of preview   Versions that you did, it can actually Save 
and you can just click in and redo and recheck.  So now that you’ve gone through Preview Mode, 
remember, you need to remove all the tags that   Are already installed on your website. So, it’s 
time to make sure that you have one version of   Your Facebook Pixel, one version of your Google 
Analytics code, whether it’s your UA code or your   Measurement ID, and one version of your Google Ads 
Remarketing. And of course, one version of your   Any other tracking codes that you have. So what 
do you do if things don’t go right? So obviously   This is a tutorial. So everything went correctly 
and you’re bound to run into a bug, you’re bound   To run into a problem. Something minorly changes 
or majorly changes when you try and do this,   What do you do? Well, with Tag Assistant- the 
Chrome plugin, not Preview Mode, you’re going to   Have essentially three different tiers of colors 
to let you know whether something is working or   Not. So green and blue means it’s good to go. 
Blue just means it’s not a standard install,   But it’s still working. So, think of it as 
getting like an A- instead of an A+, it’s   Not really a huge deal. And then with yellow and 
red, that means you need to check on something. So  

Yellow tells you that something might not be 
working quite correctly. And then red is, yeah,   Nothing’s working. You need to fix this ASAP. And 
so, the way to know whether or not it’s a big deal   Is to be able to– you can actually come down here 
and you’ll be able to click on these error codes   And then just hop on over to Google and search 
for them. Because if you’re seeing that code,   That means thousands of other people have seen 
that code as well. And someone in the Google   Forms can explain what is going on. So as long 
as it’s green or blue, it means your Tag Manager   Code is good to go. Red, it means you need to 
look at the bottom and see see what the actual   Error is, and then figure out whether or not 
it’s something that you can fix, or you might   Just need to remove the tag and re-install it.
Now hit that “Like” button, if you’re still with   Me. Let’s quickly go through what you can do with 
tracking codes. And then some things you can think   About for the future, with your advanced tracking. 
So custom codes, what do you do when the code you   Need to install, or the Pixel that you need to 
install is not on this list? Great question. So   Here’s what we do. You can go into your Google Tag 
Manager account. You can click on “New Tag” like   We always do. We click on “Tag Configuration”, and 
then you scroll down to custom HTML and you paste   In the code or Pixel here. And that’s it. This 
is actually how the Facebook Pixel is installed.   It’s just Facebook figured out that people 
kept getting confused and Google of course,   Is not going to create a special configuration 
for Facebook inside of its own interface. And so,   All you have to do is paste in your tracking 
code here, and then you can set up a trigger   Just like you did with everything else. So that’s 
the only difference. When it comes to tracking   Codes, you’re following the same process. Now, 
when it comes to actually tracking your data,   All of your data is on these other platforms. Your 
Google Analytics, your Facebook ads, your Google   Ads, all the data is there. Tag Manager does not 
store any data. Tag Manager is the file cabinet.   And it’s the one that’s firing the Pixel and then 
sending the data off, making sure the data is sent   Off to where it needs to go. So it’s not actually 
storing any of the data. And so, when it comes to   Your advanced tracking, make sure that you go 
to whatever ads platform you’re using and go   Through their documentation on how to set up more 
conversion or event tags or tracking on your site.  So thank you so much for watching. I sincerely 
hope you got some value out of this video. Most   Importantly, you have a couple of Pixels or tags 
installed on your site. Make sure you come below   With your questions. Check out that link to the 
Tag Manager Playbook. It’s going to be invaluable   As you set this up and stay organized with all of 
these different codes that you have to keep track   Of. So go and hit that “Like” button. Subscribe 
for more deep dive tutorials, just like this one   And ones that are a whole lot shorter. So until 
the next, keep building the business you love.

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