How to Implement Google Optimize with Google Tag Manager

Looking for ways to improve your conversion rate and increase conversions in your online store? Then A/B testing is your best bet! One of the easiest ways to test variations is with the use of an A/B testing platform, such as Google Optimize, which can be implemented to your site with a Google Tag Manager. Did we catch your attention? Keep on reading. ;)

What is Google Optimize

Google Optimize is Google’s A/B testing and personalization platform.

Optimize allows you to test different variants of web pages and see how they perform. Optimize works together with Google Analytics and tracks the results of your (A/B) testing variants and tells you which work better with your customers (higher CTR, higher conversion rate, etc.). We can test different layouts, button colors, design variations and different content for a certain subset of visitors.

What is Google Tag Manager

With Google Tag Manager (GTM) we can quickly and easily (without the help of developers or without having to modify the code of the website) add new marketing tags to our website. You can easily add new tags that come alongside with GTM, such as Hotjar, Google Analytics, Google Remarketing, Google Optimize and so on.

Implementation

In order to implement Google Optimize we have to follow the steps below. If you get stuck in the process and need help, you can always contact us and we’ll be more than happy to help!

Tip: create a document where you will save (for quick access):

Google Optimize container ID
Google Tag Manager container ID
Google Analytics settings/tracking ID

Step 1: Create Optimize Account and container

1. Go to optimize.google.com.

2. Click Create a new Account.

3. Enter an Account name.

4. Enter a Container name.

5. Agree to the Optimize Terms of Service.

6. Click CREATE.

Step 2: Link to Google Analytics

Link your Optimize container to an Analytics property and view:

1. In Optimize, go to Main menu > Accounts.

2. Click on a container.

3. Click the Edit button next to Google Analytics in the Container information panel.

4. In the property panel, select the Analytics property that corresponds to the web domain on which you’ll be running experiments. For example, if you created an Optimize container for example.com, select your example.com Analytics property.

5. Select one or more Analytics views. Choose a view with few or no filters.

6. Click SAVE.

7. Learn more about how to Link Optimize to Analytics.

Step 3: Create a new Tag in Google Tag Manager

1. In the overview page click on “Add a new tag”.

2. Choose Google Optimize from the right menu.

3. Enter your Optimize Container ID and select the GA Settings variable (or create a new one, if you do not have the variable yet in GTM).

4. Expand the Advanced Settings tab and set the “Tag firing priority”. The higher the number the earlier this tag fires in respect to other tags.

5. The final step for the Optimize tag is to set the trigger to fire the tag on all pages (Page View) and then publish the tag.

Step 4: Modify the Google Analytics tag

1. Open your existing Google Analytics tag and edit the Tag Sequencing in the Advanced settings tab. Check the Fire a tag before Google Analytics fires checkbox and select the Google Optimize Tag

Step 5: Implement Page Flickering Snippet

If you notice page flicker – the most effective way to mitigate it when loading Optimize is to temporarily hide the page while the Optimize container loads. This is accomplished by adding the anti-flicker snippet as the first script on your page.

1. Create New Tag > Custom HTML Tag > Copy the page flicker snippet into the custom HTML section

2. Change the “GTM-” to be your Google Tag Manager Container ID instead of your Google Optimize ID as shown below.

3. Set a tag sequence where Google Optimize fires AFTER this page flicker snippet tag

4. Publish the new tag.

Step 6: Create a new Optimize test

Create a new test in Google Optimize – below, the example presents a simple color variant for the add to cart button.

Once published, you can visit your website and see the test in action.

Introducing Google Optimize to your website presents a great business opportunity you shouldn’t miss! But if you’re looking for more ways to elevate your business to the next level, stop by for a cup of coffee so we can start working on your project!

Useful resources:

Anže Harej

You won’t find Anže in our offices anymore, but we know that no matter where he is now, he is doing a phenomenal job. We’ve kept a piece of them with us as a memory. :)

What is Google Optimize

What is Google Tag Manager

Implementation