What Is Tag Management And Why Is It Useful?

• Overview of Tag Management Systems
• Tag management: how it works, why and when to use tags 
• Developing a measurement framework

About Google Tag Manager (GTM)

• Background to GTM
• How to access GTM and the steps to set up an account

The GTM Interface

• Overview of the User Interface
• How GTM is structured
• Overview of user roles for GTM

Implementing GTM

• How to install GTM on your website
• What is a data layer and why you should use one

Deploying Tags Via GTM

• Create your first tag using Google Analytics
• Configure a basic Pageview tag
• Define your trigger conditions

Testing The Results (Using GTM plugins, ObservePoint & Google Analytics)

• Check a live site to confirm GTM is present
• Use GTM plug-in to verify correct deployment
• Use ObservePoint to verify correct tags
• Check Google Analytics to verify data collection

Enhancing Your Data

• Add a static value to your Pageview tag
• Use variables to add dynamic data from the page to your Pageview Tag
• Basics of CSS selectors
• Add Event tracking to exit links
• Using a dataLayer to structure your data

Managing Your GTM Implementation

• Best practice for managing your tags
• Best practice for managing users
• User roles and work flows