Google Tag Manager is a tool provided by Google that per their web site: “lets you add or update your website tags, easily and for free, whenever you want, without bugging the IT folks.” IRM support for Google Tag Manager allows customers to configure which tracking tags to include on their IRM pages. It includes support for Google Analytics, Universal Analytics, Google Adwords conversion tracking, DoubleClick Floodlight tracking and a variety of non-google measurement and marketing tags.
For support of Google Tag Manager, IRM.Net has implemented the ‘google tag manager data layer’, which enables configured tags to be populated with information such as reservation number, revenue, room number, etc. The data layer will only be available if the IRMNet Analytics module (SJ) is installed and requires IRMnet 4.1.001.04 or later / IRM Mobile 3.0.001.0 or later.
Google has introduced Google Tag Manager V2 and as of April 1, 2015 it will supercede the original version. IRMnet 4.2.000.01 and IRM mobile 3.0.003.01 support google tag manager V2. The details below on configuring Universal Analytics tracking with Google Tag Manager (section D) refer to Google Tag Manager V2.
Universal Analyticsis Google’s latest tracking technology. Google is encouraging its customers to upgrade from Google Analytics to Universal Analytics, which is done from the customer’s Google Analytics account. The tracking script that is used by IRMNet (either via Google Tag Manager or via the IRM Analytics tracktransaction.* files) should match the Google Analytics account. Once a Google Analytics account is upgraded to Universal Analytics, the IRMnet tracking script should also be changed from Google Analytics to Universal Analytics. Google Tag Manager supports both, so if a customer has not get upgraded their account to Universal Analytics - then Google Tag Manager should be set up with Google Analytics tags. If that is the case, then in the instructions below, choose Google Analytics tags rather than Universal Analytics tags.
IRM.net and IRM mobile implement the google tag manager data layer, which is required for populating tracking tags with reservation information (such as room type, stay length, price). A full list of the variables available in the data layer can be found in the IRM Customization Guide.
On the RDPWin IRMnet/Configuration Analytics tab, each of the variables used in tracking a Universal Analytics eCommerce transaction is listed, with a description as documented by google and an indication of whether it is required. From the ‘Populate With’ column, choose which of the RDP tracking functions should be used to populate the variables.
If none of the RDP tracking functions is what is desired, it is possible
is necessary in order to implement a custom tracking function. This should
be entered in the format: customFunctionName() - specifying the name of
the function to be used, followed by open and close parentheses. The code
for this custom tracking function must be supplied and added to one of
IRM.Net’s customizable files. (For example, /IRMnet/custom/
Google Tag Manager tracking tags can be invoked based on built in GTM events (such as a page view) or by event variables added to the IRMs implementation of the the GTM data layer. IRM.net and IRM mobile populate a data layer variable named ‘event’ with the value ‘bookingComplete’ when a reservation booking is successfully completed. This event is used to fire the Universal Analytics ecommerce transaction tracking tag and can be used to invoke other types of tracking tags as well (for example Google AdWords).
IRM.Net also populates its ‘event’ data layer variable with the value ‘checkAvailability’ whenever the Check Availability button is clicked. See the IRM Customization Guidefor information on which data layer values are also populated when the Check Availability button is clicked. IRM mobile does not support the checkAvailability event. This event could be used to invoke tracking tags relevant to this stage in the booking process.
Google Tag Manager supports a variety of tracking tags, such as AdWords Conversions or DoubleClick Floodlight, which can be populated with reservation information, like the reservation number and revenue, from the GTM data layer implemented by IRM.Net and IRM Mobile. A full list of the variables available in the data layer can be found in the IRM Customization Guide.
Use Google Tag Manager to create variables that reference the data layer variables. Then select the variables as appropriate when configuring tags. Note that Universal Analytics eCommerce Transaction tracking variables are configured in RDPWin (see section C), so it is not necessary in this case to configure variables through Google Tag Manager. Do this for all other types of tags.
Here’s an example of creating a variable for the reservation number. Note that data layer variable names are case sensitive, so you must use the variable name confirmationNumber rather than ConfirmationNumber. Variable names can be the same as the data layer variable names, but don’t have to be.
Here’s an example of creating an AdWords Conversion tag, which uses the confirmationNumber variable to populate the ‘Conversion Value’ property of the tag.