Webinar: How To Set Up Google Tag Manager Workflow to Radically Simplify Ad Campaign Tracking


Google Tag Manager (GTM) is one of the most indispensable tools for digital ad agencies. Introduced by Google in October of 2012, it changed the game for advertisers, allowing marketers to keep all of their event pixels in one place, rather than spread out across client websites. This free tool is available in a web-based interface that makes it possible to add, edit, and disable tags, or snippets of code that are added to a site to collect and send information to third parties, with zero coding required.

But getting started with GTM can feel overwhelming if you don’t know the platform’s lingo, common challenges, or how to make it work for your agency’s unique needs. In this exclusive webinar, ad agency digital tracking expert Will Schultz gives you the knowledge you need to get started with GTM and radically simplify your campaign tracking.

Here’s a preview of what you’ll learn. Download the presentation slides.

GTM Lingo to Know

Google Tag Manager definitely has its own specific terms. And while they may sound super technical, they’re actually easier to understand than you might think. In the on-demand webinar, you’ll get a peek under the hood of an agency tracking expert’s GTM account to not just hear definitions of common terms, like “the data layer,” “variables,” “triggers,” and “tags” but to see how they work within the tool. 

Best Practices

Advertising industry practitioners who use GTM extensively use certain processes time and time again, because they make use of the tool so much easier and more efficient. Schultz will give you concrete examples and show you the what, when, where, how, and why for applying advertising industry best practices for use of GTM, including setting your workflow, setting up pixels for each of your ad platforms, and how to QA to ensure your pixels are firing properly.

Common Pitfalls

Don’t go into using GTM without knowing these common pitfalls first. You’ll learn about four issues that GTM users consistently face: combining events, one pageview event from GTM to Google Analytics, tags firing out of order, and element visibility firing multiple times. Schultz will take you into the tool and show you how to manage or workaround them.

Make sure to stay through the Q&A portion of the webinar for audience questions that can help further your understanding. Don’t let your demanding digital marketing role keep you from taking the time to get started with one of the industry’s best tools for campaign tracking. This webinar will get you up to speed on GTM, so you can save time across your clients and campaigns.

Will Schultz

Digital Tracking Expert

As a tracking specialist and Google Tag Manager expert with Lumenad sister company Pathlabs, Will Schultz is responsible for ensuring that all of the agency’s campaigns are tracking conversions in the most accurate manner. His work includes automating GTM tasks using JavaScript and using GTM to address the challenges presented by unique client websites and campaigns. Previously, he worked directly with clients in technical support and media coordination roles. He holds a degree in Management Information Systems from The University of Montana.