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The Ultimate Guide For Setting Up Retargeting

Tracking allows for remarketing to website visitors. Analyze which website visitors are buyers, build custom audiences and run warm traffic through the 6 Phase Social Amplification Engine to convert. The Amplo Targeting setup uses a central tool called Google Tag Manager (GTM). Although it’s from Google, it is platform independent and works with Facebook and other pixels (or tags). Tag management is a central piece of every company’s or website’s online marketing. The tool is used to easily manage all tracking pixels on a website (Facebook, AdWords, Google Analytics, Yahoo, etc.). GTM uses one container (= source code) on a website. The container then loads tags (=other code) based on triggers we define. Here is a brief intro to the tag manager by Google. By setting up and installing GTM, we set the stage to create powerful

marketing campaigns inside of Facebook and AdWords. This speeds up the process of building marketing campaigns and reduces cost by eliminating the need to hire a developer to modify site code. Amplo Targeting also includes your email list, your social audiences, your app audiences, and any other data you have that we can tie together. With strong Amplo Targeting, we can push audiences between different channels to increase conversion rates.

 

  • Create your Facebook Ads account using “Business Manager”
  • business.facebook.com.
  • Create your Google Ads account and tie it to the Google MCC.
  • Create your Google Tag Manager (GTM) account.
  • Create your Google Analytics account.
  • Set up Google Analytics with GTM.
  • Create your Website Custom Audience on Facebook.
  • Set up Facebook Pixels & Standards Events with GTM.
  • Set up Google Remarketing Pixel using GTM.
  • Set up AdWords Conversion Tracking with GTM.
  • Publish your GTM container and tags to website.
  • Verify everything is set up correctly.

 

Before starting this course, make sure to have the following information ready:

  • URL of the website (s) where GTM needs to be implemented (e.g.www.blowupmarketing.com).
  • URL of your Facebook page (e.g. www.facebook.com/blowupmarketing).
  • Conversion goal, i.e. what do you want to track as a conversion? (e.g. sign-ups, downloads, video views, contact requests, sales).
  • Conversion goal URLs, i.e. where do end up after a successful conversion (e.g. www.blowupmarketing.com/thank-you).
  • Facebook Pixel Helper Chrome browser extension installed.
  • Google Tag Assistant Chrome browser extension installed.
  • Twitter Pixel Helper Chrome browser extension installed (optional).
  • Linkedin Pixel installed (optional).
  • Linkedin Email Audience uploaded (optional).
  • Account access to the following accounts:
    • Google Tag Manager
    • Google Analytics account
    • Google AdWords account
    • Facebook Page (through Business Manager)
    • Facebook Ad account (through Business Manager)
    • Twitter Ads account (optional)
    • Instagram account (optional)
    • Linkedin account (optional)

 

Directions on granting access to Blow Up Marketing are in the Access Checklist. Please review this and confirm that all steps to grant access have been followed with your point of contact.

 

If you go through this document, you will get the following pixels implemented through GTM:

  • Google Tag Manager
  • Google Analytics
  • Google AdWords Remarketing
  • Google AdWords Conversion Tracking
  • Facebook Universal Pixel
  • Facebook Standard Events (Optional)
  • Twitter Universal Website Tag (Optional)

 

01 – Preparation

Steps 1-5 take 3 minutes

  1. Open a new tab and login to http://tagmanager.google.com (GTM)
  2. Open a new tab and login to http://analytics.google.com (GA)
  3. Open a new tab and login to http://adwords.google.com (AdWords).
  4. Open a new tab and login with your personal Facebook account at business.facebook.com.

 

02 – Google Analytics Setup for GTM

Steps 1-15 take 6 minutes

  1. Go to GA and copy the account tracking code (UA – ####### – #).
  2. Go to GTM and select the container of the appropriate account.
  3. Select the Variables link in the left sidebar, and then click on New to create a new User-Defined Variable.
  4. Click on the “Untitled Variable”, and name the variable “ga_property_id”.
  5. Click in the Variable Configuration section, and select Constant variable.
  6. Paste the GA tracking code from step 1, and then click on Save
  7. Select the Tags link in the left sidebar, and then click on New Tag to create a new tag.
  8. Edit name to “GA – All Visitors”, and click on the Tag Configuration section.
  9. Select Universal Analytics row.
  10. In Google Analytics settings, select GA- All Visitors
  11. Select the ga_property_id variable row.
  12. Click to expand More Settings option, then the Advertising option, and then check the box to Enable Display Advertising Features.
  13. Scroll down to the Triggering section, and click to choose a trigger.
  14. Click on the All Pages row.
  15. Click on Save, the Google Analytics setup is complete

 

03 – Facebook Custom Audience and Pixel

Setup for GTM

Steps 1-20 take 13 minutes

  1. In FB Ad Manager, click on Menu, then hover over All Tools > and then select Audiences (in upper nav bar under Assets).
  2. Click on the Create a Custom Audience button.
  3. Select Website Traffic to build an audience from your website visitors.
  4. Configure the audience to target Anyone who visits your website.
  5. Setup audience for 1, 7, 28 days (repeat to accomplish this).
  6. Click on Menu, then hover over All Tools >, and select Pixels in the upper nav bar under Assets (skip to step 11 if Pixel had previously been setup).
  7. Click on the Create a Pixel button.
  8. Verify the Pixel Name, and click Next.
  9. After viewing the verification screen, select Use an Integration or Tag Manager.
  10. Select the Google Tag Manager option, and scroll down the dialog box to view the pixel code (skip to step 12).
  11. Click on the Actions button, and select View Pixel Code.
  12. Click to copy the pixel code, and go to Google Tag Manager (GTM) to create a new tag.
  13. Once you are on the GTM account tab, select the Tags link in the left sidebar, and click the red New button.
  14. Click on the Custom HTML Tag.
  15. Click on the “Untitled Tag” text in the header, and name the tag “FB Pixel”.
  16. Click into the HTML box, and paste the Facebook Pixel Code.
  17. Scroll down to the Triggering section, and click to choose a trigger.
  18. Click on the All Pages row.
  19. Click on Save.
  20. The completed tag is ready to publish, and the Facebook Custom Audience setup is complete.

 

04 – Facebook Conversion Tracking Setup for GTM

Steps 1-12 take 10 minutes

  1. Select type of conversion you want to track (e.g. Leads).
  2. Select the corresponding conversion pixel code and go to GTM.
  3. Inside GTM, select the Tags link in the left sidebar, and then click on New to create a new Tag.
  4. Name the tag “Facebook – Conversion-Name”, and click on the Tag Configuration section.
  5. Click on the Custom HTML Tag.
  6. Click into the HTML box, and insert the Facebook Standard Event conversion code.
  7. Scroll down to the Triggering section, and click to choose a trigger
  8. Click on the Plus sign to add a new Trigger(or select an existing trigger, if applicable).
  9. Edit name of the trigger (i.e. Lead, Sale, or other conversion result, etc.), and then click on the Trigger Configuration section.
  10. Click on the Page View trigger type.
  11. Click on Some Page Views, select/enter trigger variables (i.e. Page URL, Contains, URL info), and then click on the Save button.
  12. Click on Save to complete the Facebook Conversion Tracking setup.

 

05 – Google AdWords Remarketing Setup for GTM

Steps 1-25 take 18 minutes

  1. Inside of AdWords, click on Shared library link in left sidebar.
  2. Click on the blue View link under Audiences.
  3. Select Set up remarketing link under Website visitors section (skip to step 8 if seeing the red Remarketing List button).
  4. Click the Set up remarketing button.
  5. Click View AdWords tag for websites to view the code.
  6. Click to copy the remarketing code, uncheck the box to Send instructions by email, and then click Continue button.
  7. Paste the remarketing code into a text editor such as MS Word or Notepad.
  8. Click on red Remarketing List button to create a new list.
  9. Name list (All Visitors – #days), segment (URL contains), enter # of days, and click Save button.
  10. Setup lists for 1, 7, 28 days (repeat steps 3 and 4 to accomplish this) (skip to step 13 if remarketing tag is already copied into text editor).
  11. On the main AdWords screen and click on Tag details button.
  12. Click on Setup button (in upper right hand corner), and select View AdWords tag for websites to view the code.
  13. Go to GTM, select the Variables link in the left sidebar, and then click on New to create a new User-Defined Variable.
  14. Click on the “Untitled Variable” text, and name the variable “aw_conversion_id”.
  15. Click in the Variable Configuration section, and select Constant variable.
  16. Copy the Remarketing tag Conversion ID from the text document.
  17. Paste the Conversion ID into the Value field, and then click on Save.
  18. Select the Tags link in the left sidebar, and then click on red Newbutton to create new tag.
  19. Edit the name to “AdWords – All Visitors”, and then click on the Tag Configuration section.
  20. Click on the AdWords Remarketing row.
  21. Click on the Choose Variable icon.
  22. Select the aw_conversion_id variable row.
  23. Scroll down to the Triggering section, and click to choose a trigger.
  24. Click on the All Pages row.
  25. Click on Save, the Google AdWords Remarketing setup is complete.

 

06 – Google AdWords Conversion Tracking

Setup for GTM

Steps 1-18 take 15 minutes

  1. In AdWords, click on the Tools menu item, and then select Conversions from the dropdown.
  2. Click on the Conversion button.
  3. Click on the Select button for Website tracking.
  4. Insert a name for conversion tracking (Leads, Sales, etc.), click on the Done button, and then select the Value row to set a value for each conversion.
  5. Edit the Value of the conversion (i.e. Lead have no dollar value), and then click on the Done button.
  6. Click on the blue Save and continue button.
  7. Copy the AdWords conversion code and paste it in a text editor such as MS Word or Notepad, and then click on the Done button.
  8. Click on the Done button.
  9. Go to GTM, select the Tags link in the left sidebar, and then click on red New button to create new Tag.
  10. Name this tag “AdWords -” plus name of the conversion, and then click on the Tag Configuration section.
  11. Click on the AdWords Conversion Tracking row.
  12. Click on the Choose Variable icon.
  13. Select the aw_conversion_id variable row.
  14. Select and copy the AdWords Conversion Label from the code in your text editor (copied from AdWords in step 7).
  15. Paste the AdWords Conversion Label.
  16. Scroll down to the Triggering section, and click to choose a trigger.
  17. Click on the trigger specific to this conversion.
  18. Click on Save, the Google AdWords Conversion Tracking setup is complete.

 

07 – Publish GTM Container and Tags to Website

Steps 1-3 take 1 minute

  1. In GTM, click on red Publish button (in upper right corner).
  2. Click and set the version Name and Description of changes to be published.
  3. Click on the red Publish button.

 

08 – Verify GTM Is Setup Correctly (fix errors if necessary)

Steps 1-7 take 5 minutes

  1. In GTM, verify all tags are created in GTM dashboard or Latest Version screen (take screenshot).
  2. Select the dropdown arrow on the Publish button, click on the Preview button to put GTM into Preview mode, and verify tags are firing correctly.
  3. Go to the corresponding main site URL to verify All Visitor tags are firing for Google Analytics, AdWords and Facebook (take screenshot).
  4. Go to the corresponding site conversion URL to verify All Visitor and Conversion tags are firing for GA, AdWords and Facebook (take screenshot).
  5. Go back to GTM, and click on the Leave Preview Mode link.
  6. Click OK to confirm leaving preview mode.
  7. Email 3 screenshots to project manager to complete assignment.

 

09 – Verify Data Flowing Correctly (1 week after initial set-up)

Steps 1-7 take 5 minutes

  1. Open a new tab and login to http://analytics.google.com (GA).
  2. Login to Facebook Business Manager with your personal Facebook account at http://business.facebook.com and go to the client’s Ad Account.
  3. Click on Menu, then hover over All Tools >, and select Pixels (in the bar under Assets).
  4. Verify Facebook pixel is correctly installed, and review Event and URL data to validate installation. 
  5. If your numbers are similar (difference of less than 100 views), your pixel is working correctly!

 

01 – Preparation

Steps 1-5 take 3 minutes

  1. Open a new tab and login to http://tagmanager.google.com (GTM).
  2. Open a new tab and login to http://analytics.google.com (GA).
  3. Open a new tab and login to http://adwords.google.com (AdWords).
  4. Open a new tab and login with your personal Facebook account at http://business.facebook.com and go to the client’s Ad Account.
  5. Verify you have access to the Business Manager in Facebook, and click into Business Manager.

 

Now you should have access to Google Analytics, Google AdWords, Google Tag Manager and the Facebook Ad Account. If you have any account access issues, contact support before continuing. Your screen should have five tabs open as seen above.

 

02 – Google Analytics Setup for GTM

Steps 1-15 take 6 minutes

  1. Go to GA and copy the account tracking code (UA – ####### – #).
  2. Go to GTM and select the container of the appropriate account. ☐ 3. Select the Variables link in the left sidebar, and then click on New to create a new User-Defined Variable.
  3. Click on the “Untitled Variable”, and name the variable “ga_property_id”.
  4. Click in the Variable Configuration section, and select Constant variable.
  5. Paste the GA tracking code from step 1.
  6. Select the Tags link in the left sidebar, and then click on New to
  7. create a new tag.
  8. Edit name to GA – All Visitors, and click on the Tag Configuration section.
  9. Select Universal Analytics row.
  10. In Google Analytics settings, select GA- All Visitors
  11. Select the ga_property_id variable row.
  12. Click to expand More Settings option, then the Advertising option, and then check the box to Enable Display Advertising Features.
  13. Scroll down to the Triggering section, and click to choose a trigger.
  14. Click on the All Pages row.
  15. Click on Save, the Google Analytics setup is complete.

 

03 – Facebook Custom Audience and Pixel

Setup for GTM

Steps 1-20 take 13 minutes

  1. In FB Ad Manager, click on Menu, then hover over All Tools >, and then select Audiences (in upper nav bar under Assets).
  2. Click on the Create a Custom Audience button.
  3. Select Website Traffic to build an audience from your website visitors.
  4. Configure the audience to target Anyone who visits your website.
  5. Setup audience for 2, 30, or 180 days (repeat to accomplish this). Use the “WCA – All Visitors – xxxD” formatting to indicate Website Custom Audience visitors with the designated time-period.
  6. Click on Menu, then hover over All Tools >, and select Pixels in the bar under Assets (skip to step 11 if Pixels had previously been setup).
  7. Click on the Create a Pixel button.
  8. Verify the Pixel Name, and click Next.
  9. After viewing the verification screen, select Use an Integration or Tag Manager.
  10. Select the Google Tag Manager option, and scroll down the dialog box to view the pixel code (skip to step 12).
  11. Click on the Actions button, and select View Pixel Code.
  12. Click to copy the pixel code, and go to Google Tag Manager (GTM) to create a new tag.
  13. Once you are on the GTM account tab, select the Tags link in the left sidebar, and click the red New button.
  14. Click on the Custom HTML Tag.
  15. Click on the “Untitled Tag” text in the header and name the tag “FB Pixel”.
  16. Click into the HTML box, and paste the Facebook Pixel Code.
  17. Scroll down to the Triggering section, and click to choose a trigger.
  18. Click on the All Pages row.
  19. Click on Save.
  20. The completed tag is ready to publish, and the Facebook Custom Audience setup is complete.

 

04 – Facebook Conversion Tracking Setup for GTM

Steps 1-12 take 10 minutes

  1. Select type of conversion you want to track (e.g. Leads).
  2. With the new Facebook pixel, we cannot create conversion tracking pixels any more but we are working with conversion tracking codes now. The current actions/conversions defined are as Facebook Standard Events:
    1. View Content
    2. Search
    3. Add to Cart
    4. Add to Wishlist
    5. Initiate Checkout
    6. Add Payment Info
    7. Purchase
    8. Lead
    9. Complete Registration
  3. Each of them has a conversion code. This code works like a pixel, but it does
  4. not work without the main Facebook pixel. Both codes need to fire on a page
  5. for it to work. (The main pixel needs to be fired first).
  6. The conversion codes have variables/parameters that we can add to send
  7. more information to Facebook and see this information in the reports. Most
  8. common is passing on content type and conversion value. Some standard
  9. events require variable information be passed. Reference Standard Event section of the Facebook Developer documentation: https://developers.facebook.com/docs/marketing-api/facebook-pixel/
  10. How to track content views? If you have content on a page – for instance a video – and you want to track views, you can fire a content view conversion pixel on this page. In addition to the main Facebook pixel, you must fire the following minimum code:

<!– Facebook Conversion Event: Lead →

<script>

fbq(‘track’, ‘Lead’);

</script>

<noscript>

<imgheight=”1”width=”1”style=”display:none”src=”https://www.

facebook.com/tr?id={{facebook_pixel}}&ev=Lead&noscript=1” />

</noscript>

<!– End Facebook Conversion Event: Lead –>

 

You can add further parameters to pass to Facebook:

<!– Facebook Conversion Event: Lead –>

<script>

fbq(‘track’, ‘Lead’, {

value:0.10,

currency:’USD’,

content_name:’Content Name’,

content_type:’product’, // Required for Dynamic Product Ads

content_ids:’woo-123’// Required for Dynamic Product Ads

});

</script>

<noscript>

<imgheight=”1”width=”1”style=”display:none”src=”https://

www.facebook.com/tr?id={{facebook_pixel}}&ev=Lead&cd[value]

=0.10&cd[currency]=USD&cd[content_name]=Content%20

Name&cd[content_type]=product&cd[content_ids]=woo-123&noscript=1” />

</noscript>

<!– End Facebook Conversion Event: Lead →

 

  1. Select the corresponding conversion pixel code and go to GTM.
  2. Inside GTM, select the Tags link in the left sidebar, and then click on New to create a new Tag.
  3. Name the tag “Facebook – Conversion Name” and click on the Tag Configuration section.
  4. Click on the Custom HTML Tag.
  5. Click into the HTML box, and insert the Facebook Standard Event conversion code.
  6. Scroll down to the Triggering section, and click to choose a trigger.
  7. Click on the Plus sign to add a new Trigger (or select an existing trigger, if applicable).
  8. Name the trigger (i.e. Lead, Sale, or other conversion result, etc).
  9. Click on the Page View trigger type.
  10. Click on Some Page Views, select/enter trigger variables (i.e. Page URL, Contains, URL info), and then click on the Save button.
  11. Click on Save to complete the Facebook Conversion Tracking setup.

 

05 – Google AdWords Remarketing Setup for

GTM

Steps 1-25 take 18 minutes

  1. Inside of AdWords, click on Shared library link in left sidebar Note: if campaigns haven’t been previously setup, then an intro campaign will need to be setup before viewing the screen with the Shared Library option.
  2. Click on the blue View link under Audiences.
  3. Select Set up remarketing link under Website visitors section (skip to step 7 if remarketing tag had previously been setup).
  4. Click the Set up remarketing.
  5. Click View AdWords tag for websites to view the code.
  6. Click to copy the remarketing code, uncheck the box to Send instructions by email, and then click Continue button.
  7. Paste the remarketing code into a text editor such as MS Word or Notepad.
  8. Click on red Remarketing List button to create a new list.
  9. Name list (All Visitors – #days), segment (URL contains), enter # of days, and click Save button.
  10. Setup lists for 1, 7, 28 days (repeat steps 3 and 4 to accomplish this).
  11. On the main AdWords screen and click on Tag details button.
  12. Click on Setup button (in upper right hand corner), and select View AdWords tag for websites to view the code.
  13. Go to GTM, select the Variables link in the left sidebar, and then click on New to create a new User- Defined Variable.
  14. Click on the “Untitled Variable” text, and name the variable “aw_conversion_id”.
  15. Click in the Variable Configuration section, and select Constant variable.
  16. Copy the Remarketing tag Conversion ID from the text document.
  17. Paste the Conversion ID into the Value field, and then click on Save.
  18. Select the Tags link in the left sidebar, and then click on red New button to create new tag.
  19. Edit the name to “AdWords – All Visitors”, and then click on the Tag Configuration section.
  20. Click on the AdWords Remarketing row.
  21. Click on the Choose Variable icon. Leave “Conversion Label” empty.
  22. Select the aw_conversion_id variable row.
  23. Scroll down to the Triggering section, and click to choose a trigger.
  24. Click on the All Pages row.
  25. Click on Save, the Google AdWords Remarketing setup is complete.

 

06 – Google AdWords Conversion Tracking

Setup for GTM

Steps 1-18 take 15 minutes

  1. In AdWords, click on the Tools menu item, and then select Conversions from the dropdown.
  2. Click on the Conversion button.
  3. Click on the Select button for Website tracking.
  4. Insert a name for conversion tracking (Leads, Sales, etc.), click on the Done button, and then select the Value row to set a value for each conversion.
  5. Edit the Value of the conversion (i.e. Lead have no dollar value), and then click on the Done button.
  6. Click on the blue Save and continue button.
  7. Copy the AdWords conversion code and paste it in a text editor such as MS Word or Notepad, and then click on the Done button.
  8. Click on the Done button.
  9. Go to GTM, select the Tags link in the left sidebar, and then click on
  10. red New button to create new Tag.
  11. Name this tag “AdWords -” plus name of the conversion, and then click on the Tag Configuration section.
  12. Click on the AdWords Conversion Tracking row.
  13. Click on the Choose Variable icon.
  14. Select the aw_conversion_id variable row.
  15. Select and copy the AdWords Conversion Label from the code in your text editor (you copied from AdWords in step 7).
  16. Paste the conversion ID and Label into GTM tag configuration and Continue.
  17. Scroll down to the Triggering section, and click to choose a trigger.
  18. Click on the trigger specific to this conversion.
  19. Click on Save, the Google AdWords Conversion Tracking setup is complete.

 

07 – Publish GTM Container and Tags to

Website

Steps 1-3 take 1 minute

  1. In GTM, click on red Publish button (in upper right corner).
  2. Click and set the version Name and Description of changes to be published.
  3. Click on the red Publish button.

 

08 – Verify GTM Is Setup Correctly (fix errors if necessary)

Steps 1-7 take 5 minutes

  1. In GTM, verify all tags are created in GTM dashboard or Latest Version
  2. screen (take screenshot).
  3. Select the dropdown arrow on the Publish button, click on the Preview button to put GTM into Preview mode, and verify tags are firing correctly.
  4. Go to the corresponding main site URL to verify tags are firing for Google Analytics, AdWords and Facebook (take screenshot).
  5. Go to the corresponding site conversion URL to verify All Visitor and Conversion tags are firing for GA, AdWords and Facebook (take screenshot).
  6. Go back to GTM, and click on the Leave Preview Mode link. If corrections are needed in GTM, use the Refresh link before continuing to QA.
  7. Click OK to confirm leaving preview mode.
  8. Email 3 screenshots to project manager to complete assignment.

 

09 – Verify Data Flowing Correctly (1 week after initial set-up)

Steps 1-4 take 5 minutes

  1. Open a new tab and login to http://analytics.google.com (GA)
  2. Login to Facebook Business Manager with your personal Facebook account at http://business.facebook.com and go to the client’s Ad Account.
  3. Click on Menu, then hover over All Tools >, and select Pixels (in the bar under Assets).
  4. Verify Facebook pixel is correctly installed, and review Event and URL data to validate installation. If your numbers are similar (difference of less than 100 views), your pixel is working correctly!

 

Amplo Tracking Validation Checklist

  1. Create your Facebook Ads account using “Business Manager” business.facebook.com/
  2. Create your Google Ads account and tie it to the Google MCC.
  3. Create your Google Tag Manager (GTM) account.
  4. Create your Google Analytics account.
  5. Set up Google Analytics with GTM.
  6. Create your Website Custom Audience on Facebook.
  7. Set up Facebook Pixels & Standards Events with GTM.
  8. Set up Google Remarketing Pixel using GTM.
  9. Set up AdWords Conversion Tracking with GTM.
  10. Publish your GTM container and tags to website.
  11. Verify everything is set up correctly.

 

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