Capgemini India 1 Dynamic Tag Management DTM and Tag Testing 2 Abstract Dynamic Tag Management DTM DTM Dynamic Tag Management a tool by adobe to manage user generated tags perfectly ID: 754096
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Kishore Kunal (Senior Consultant)Capgemini India
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Dynamic Tag Management (DTM) and Tag TestingSlide2
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Abstract – Dynamic Tag Management (DTM)
DTM - Dynamic Tag Management a tool by adobe to manage user generated tags perfectly.
Dynamic tag management lets marketers quickly and easily manage tags and provides innovative tool for collecting and distributing data across digital marketing systems.
Dynamic tag management also enables responsive delivery of user-specific content —providing new levels of agility and control to companies seeking to thrive in today’s fast paced digital marketplace.Slide3
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What is DTM?
Newest capability of Adobe Marketing Cloud.
Allow marketers to quickly manage tags and distribute data, dynamic tag management simplifies tag management.
Offers customers a value-added feature, which allows to easily manage tags as well as providing innovative tools for collecting and distributing data across digital marketing systems Slide4
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Tag Management System
Tag management systems let you control your analytics tools, tests, marketing tags on your website
A tag management system is designed to help manage the lifecycle of e-marketing tags
It prioritizes and "fire" individual tags as appropriate based on business rules, navigation events and known data. Slide5
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What is Adobe Analytics
Adobe Marketing Cloud (AMC) is a collection of integrated online marketing and Web analytics products by Adobe Systems
A comprehensive marketing solution which enables marketers to measure, personalize and optimize marketing campaigns and digital experiences for optimal marketing performance.Slide6
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What is a tag on website
A keyword or term assigned to a piece of information (such as an Internet bookmark, digital image, database record, or computer file).
A kind of metadata which helps describe an item and allows it to be found again by browsing or searching.Slide7
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DTM features
Essentially decreases the time it takes to configure websites, therefore reducing the need for technological resources
Allows user
to collect the right data from across your digital marketing systems
Speed up your site – By stopping multiple calls to the server
Time saver – Saves your time in that is spent in managing or implementing tags
Control of permission of users Slide8
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Usability
Dynamic Tag Management supports any HTML (or JavaScript-based tags) therefore can be applied to numerous tag management problems Tag Management
The perceptive interface allows you to quickly deploy any tag and reduce its dependency on IT Robust Interface & Workflow Management.
Utilise your time analysing user interactions that you want to manage and the data you want to collect Dynamic Tag Management Features.Slide9
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Benefits
Management of multiple sites
Improved website efficiency
Improved control and security
Enhanced flexibility
Centralised tool management
Reduced costsSlide10
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Drawbacks
Complicated to manage
Fierce market competition
Vulnerable to hackers Slide11
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Interaction between DTM and interfacesSlide12
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Events => Data => Tags
DTM rule based system
Looks for user interaction and associated date
When rules are met, the rule triggers the tool, script or HTML you identifiedSlide13
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Understand the DTM interface – Overview tabSlide14
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Rules tabSlide15
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Approval tabSlide16
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History tabSlide17
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Embed tabSlide18
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Testing toolkit
Install the "Adobe Experience Cloud Debugger" Extension in Google ChromeSlide19
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Testing toolkit
Install the " Adobe Debugger" and run it on the webpage that you are
analyzing
Copy the following code:
javascript:void
(
window.open
("","
dp_debugger","width
=600,height=600,location=0,menubar=0,status=1,toolbar=0,resizable=1,scrollbars=1").
document.write
("<script language='JavaScript' id=
dbg
src
='https://www.adobetag.com/d1/digitalpulsedebugger/live/DPD.js'></"+"script>"));Slide20
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Testing toolkit continues..
Create a bookmark in your browser and paste the code above into the URL field of that bookmark.Slide21
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Testing toolkit continues..
Navigate to the page that you need to test, and click on the bookmark. A pop-up window will display with all of the DTM details:Slide22
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Testing toolkit continues..
Install the "Omnibug" extension for Google Chrome, and monitor the firing of events while navigating the site.Slide23
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Testing toolkit continues..
Using Chrome, navigate to the Google Web Store to install the
Omnibug extension by clicking "Add to Chrome"Slide24
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Testing toolkit continues..
Once installed, you can use it by right clicking on the webpage and selecting "Inspect". Navigate to the far right tab called "
Omnibug". Slide25
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Testing toolkit continues..
Open Analytics to ensure data is being tracked accordingly in the designated report suite.
After testing a site for a while (enough traffic generated), you can log into Adobe Analytics to see if the data appears correct in the reports.
Review various reports or perform
adhoc
analysis to ensure that (1) values are coming through, and (2) that the values appear to be correctSlide26
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Te
st General DTM Setup on the site
Check to make sure that DTM is on the site:Navigate to a page on the site
Run the Adobe Debugger
Verify that there is a section in the Debugger called "Site Catalyst Image"Slide27
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Te
st General DTM Setup on the siteSlide28
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Te
st General DTM Setup on the site
Check to make sure that the data is being sent to the correct report suite:
Run the Adobe Debugger
Find the field called "Report Suite ID(s)" (this is the report suite in Adobe Analytics where the data is being sent)
Verify that the report suite is (1) for the correct OPU and (2) the correct environment (dev vs prod)Slide29
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Te
st General DTM Setup on the siteSlide30
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Te
st General DTM Setup on the site
Test Core Elements of DTM ImplementationWhen using the Adobe DTM Debugger, most "prop" values will simply contain a code that references the corresponding
eVar
(e.g. prop7 would just show "D=v7"). This is because the prop and
eVar
are almost always the same value.
Events can be tracked using the Adobe DTM Debugger, by leaving it open while navigating the site. However, it is much easier to use the
Omnibug
extension within the Chrome browser.
All
eVars
are tracked at each page load, even if they appear to be "Site Wide" values by nature.Slide31
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Example to Test Tags on a website through DTM
Case study: User access a website for Spain country and creates a content of type video and plays it.
DTM should monitor that which specific video has been played by the user and for how much duration. It should also give the information about the site
url
, country for which site has been created. Similarly, it can capture a lot of information in form of events and tags based on how they are defined in the
datalayer
.Slide32
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Example to Test Tags on a website through DTM
Test option 1.
Install chrome extensions – Adobe DTM switch, Analytics Debugger and Omnibug
Once Adobe DTM switch is enabled, website screen will show Tag Found button in green in right bottom corner.Slide33
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Example to Test Tags on a website through DTM
continues..Test option 1.
Install chrome extensions – Adobe DTM switch, Analytics Debugger and
Omnibug
Once Adobe DTM switch is enabled, website screen will show “
Tag Found
” button in green in right bottom corner.Slide34
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Example to Test Tags on a website through DTM
continues..Slide35
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Example to Test Tags on a website through DTM
continues.. Website – one of the screens to testSlide36
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Example to Test Tags on a website through DTM
continues..Click on
Tag Found
button, screen will show list of all events and
evars
based on the defined events and
evars
in the
datalayer
.
List of tags displays evar1 (Operating unit name – Spain), evar2 (site
url
), evar7 (Country name in 2 characters – ES)
When you play a video on the website, it gives you all information in form of
evars
such as video name along with player name (evar29), how much segment of the video played (evar30)Slide37
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Example to Test Tags on a website through DTM
continues.. website screen where video is playedSlide38
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Example to Test Tags on a website through DTM
continues.. evar29 captures video name, player name whereas evar30
captures how much video segment playedSlide39
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Example to Test Tags on a website through DTM
continues..Test option 2.
Enable
Omnibug
as chrome extensions. Press <F12> on the page where you want to test the tags through DTM.
You can check all events and tags in form of
evars
in
Omnibug
tabSlide40
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Example to Test Tags on a website through DTM
continues.. Chrome extension -
OmnibugSlide41
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Example to Test Tags on a website through DTM
continues.. Press <F12> on the screen and select “
Omnibug
” tabSlide42
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Example to Test Tags on a website through DTM
continues.. Press <F12> on the screen and select “
Omnibug
” tabSlide43
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Example to Test Tags on a website through DTM
continues.. Events and
evars
capturedSlide44
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Example to Test Tags on a website through DTM
continues..Test option 3.
In Console tab as well, you can see all events and tags in form of
digitalDataSlide45
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Example to Test Tags on a website through DTM
continues..Test option 3.
Expand
DigitalData
, it displays all events and
evarsSlide46
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DTM variable and definition - SampleSlide47
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Intention to test tags and events
Using DTM, we can track and monitor that how many times an item/content on a screen (content/Items) are accessed by user.
It helps to decide which item is among the popular items or which type of items the user is interested in.
This helps the website administrator customizes user’s screen and provide them list of items, user may be interested to buy.
It also helps to warm the cache for different screens which are frequently accessed by the user across the website.Slide48
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References
http://www.knowonlineadvertising.com/what-is-dtm-dynamic-tag-management/
https://en.wikipedia.org/wiki/Tag_management_system
https://www.slideshare.net/JessicaSmith53/why-you-should-know-about-adobes-dynamic-tag-manager
http://www.digitalbalance.com.au/our-blog/getting-familiar-with-adobe-dynamic-tag-management-dtm/
https://www.lynchpin.com/blog/what-is-dynamic-tag-manager/Slide49
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Appendix
Events – defined success events. Used as metrics in DWB.
Props – custom traffic variables. Used to track page-by-page site traffic activity.
Evars
– custom conversion variables. Used to report on conversion events (success events) by recording a value in the variable and retaining it over subsequent interactions.
Cache warm:
Cache with some values that gives you cache hits.
C
ache warming is implemented across a website to increase the likelihood that their visitors will be served content from the cache and as a result speed up page load times.Slide50
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Author Biography
Myself Kishore Kunal is currently working as a Senior Consultant with Capgemini.
12 Years of work experience in software testing, testing processes
Domain – Retail, Automobile, Healthcare
Have experience using tools –
JIRA, HP QC ALM 11.0 version, Confluence,
ReqPro
Expertise in in preparation of Test Plan, Test strategy, Defect Metrics, allocation and planning, Report generation
Expertise in Waterfall and Agile methodologies
Certifications – ISTQB (Advanced & Foundation), CP-BAT (Agile Testing), ISTQB and
TMap
certifiedSlide51
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Thank You!!!