Ad's up Life : GTM Tracking Training

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In a digital ecosystem where every click counts, the quality of your tracking makes the difference between a hunch and an informed decision. This course on Google Tag Manager (GTM) will enable you to set up a reliable tagging plan, trigger the right events and master the fundamentals of conversion tracking. An essential resource for any professional looking to manage their performance with precision.

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Who is our Tracking & Google Tag Manager training course aimed at?

Our Tracking & Google Tag Manager course is aimed at professionals in digital marketing, web development and data analysis who wish to set up a reliable system for tracking the performance of their websites or campaigns. It is ideal for those who want to become more independent in managing tracking, understand how the dataLayer works and master conversion tags. Whether you are a traffic manager, analyst, digital project manager or developer with an interest in marketing, this course will provide you with the essential foundations for structuring an effective measurement strategy. Some prior experience in digital is recommended, but no technical prerequisites are required.

Prerequisites:

Basic knowledge of digital marketing and web browsing
Recommended basic knowledge of Google Analytics

Target audience:

Marketing professionals
Web analyst
Traffic managers
Beginner web developers

Learning objectives:

Understanding how Google Tag Manager works and its role in a digital tracking environment
Install and configure a GTM container on a website
Create tags, triggers and variables tailored to your tracking needs
Mastering the use of the dataLayer for collecting custom data
Set up GTM for marketing performance tracking (Analytics, media campaigns, etc.)
Analysing and optimising an existing GTM configuration through a practical case study based on a real-world business

Target skills and competencies:

The skills covered by this training are assessed.

Install and configure Google Tag Manager on a website to independently manage the triggering of marketing and analytics tags
Understanding and organising the key components of GTM (containers, tags, triggers, variables) for effective tracking management
Create and customise tags to track user actions (clicks, conversions, scrolling, form submissions, etc.)
Set up custom variables to tailor tracking to the specific objectives of a website or campaign
Use the dataLayer to send dynamic data from the website to GTM and utilise it in tools such as Google Analytics or ad networks
Audit an existing GTM configuration and implement technical and strategic optimisations
Translate marketing requirements into specific tracking tags, aligned with performance and measurement objectives

Professional training that can be funded by the OPCO

What is the OPCO and how can I find out about yours?

OPérateurs de COmpétences (OPCOs) are state-approved bodies responsible for funding apprenticeships and supporting companies in the vocational training of their employees.

There are currently 11 OPCOs, each dedicated to a particular sector of activity. There are three ways you can find out which skills operator you belong to. If your company is already a member of an OPCO, go to the cfadock website. You can find your OPCO using your SIRET. Not yet a member of your OPCO? Find your OPCO using the table provided by the Ministry of Labour. You will need your Collective Agreement Identifier (IDCC). If your company is not a member and you do not apply a collective agreement, consult the list of skills operators to identify the OPCO that corresponds to your sector of activity.

How can the OPCO fund your training?

There are several ways of financing your training through your skills operator. Whatever the case, you need to join your company's OPCO in order to receive funding. Once you have signed up with your relevant OPCO, contact us to get a quote for your training. All check out our digital marketing trainings are eligible for funding by the OPCOs.

Once you have obtained the estimate, send it to the OPCO to which your company belongs. If your training request is approved, an agreement to cover the costs will be sent. If not, you will be given the reason for the refusal.

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Campus Tracking with Google Tag Manager

The GTM Ad’s up training course aims to empower digital marketing professionals to manage their tagging plans independently. By the end of the course, participants will be able to create, configure and maintain the tags essential for managing their marketing performance, with a focus on reliability, independence and compliance.

Understanding the challenges of marketing tracking

Before getting into the technical details, the training course lays the groundwork: why is tracking central to any digital strategy? What are the links between GTM, GA4, media platforms and CRM tools?

This first section helps you understand the business challenges associated with data (management, attribution, personalisation) and the consequences of poorly configured tracking (data loss, analytical bias, difficulties in measuring ROI).

Explore the interface and the basics of GTM

The course offers a step-by-step guide to Google Tag Manager: containers, tags, triggers, variables...

Participants learn how to navigate the tool, distinguish between different types of tags (GA4, conversion, remarketing, etc.), create their first tag and use the preview tool to test their implementations.

Knowing how to draw up a coherent tagging plan

Effective tracking relies on a clear, shared architecture. This section outlines the steps involved in creating a structured tagging plan: identifying tracking objectives, identifying key events, and prioritising the data to be collected.

Examples: clicks on a CTA, form submissions, PDF downloads, progress through the purchase funnel, items added to the basket…

Set up key events and conversions

In practical terms, participants learn how to set up the most common events using GTM: clicks, scrolls, element views, form submissions, etc.

They learn how to configure a trigger, create a variable, and send the event to GA4 or another platform (Meta, Google Ads, etc.).

The aim is to be able to manage conversions in a reliable and actionable way.

Ensuring the compliance and reliability of your tracking system

Tracking is not just about the technical side of things. It is also essential to ensure compliance with the GDPR (CMP, cookies, etc.), consistency of events across tools, and the long-term preservation of the data collected.

This section outlines best practices for compliant tracking (integration with the CMP, implementation of a clean data layer, and rights management), and explains how to test and debug your implementations.

Scaling up and maintaining its tag ecosystem

By the end of the course, participants will learn how to scale up their tracking: documenting their tagging plan, using GTM workspaces, collaborating across teams (tech and marketing), version control and quality assurance.

Real-world examples are used to explore multi-domain management, updating a tagging plan and the continuous optimisation of performance.

Methods and teaching methods used

Our Tracking course is delivered in person. To take part, participants must sign and return the agreement, the terms and conditions, and the course rules.

The Tracking course is delivered either face-to-face or online. It can be delivered as an open course depending on the schedule, or as a bespoke course depending on demand. Participants can access the course once they have signed and returned the agreement, the terms and conditions, and the course rules.

To ensure effective learning and help participants grasp the various concepts, a range of teaching methods are employed. Trainees are provided with a PDF training manual and a glossary to help them quickly familiarise themselves with technical terms. The introduction to tracking is delivered through a combination of theory and practice, including case studies, role-plays, illustrated explanations and assessments with debriefings at the end of each chapter of the training.

Why choose our Ad's up Campus tracking course?

A tracking course

The Tracking course at Ad’s up Campus guarantees the highest standards of quality and satisfaction for every participant. Not only does the certification attest to the effectiveness and teaching quality of our course, but it also makes it eligible for funding from your OPCO.

Through this certification, we are committed to providing you with comprehensive training, delivered by skilled and experienced professionals, to help you achieve your tracking goals.

A dedicated trainer specialising in tracking

The quality and effectiveness of a training course depend first and foremost on the choice of trainer. The Tracking Ad's up Campus training course is led by one of the agency’s tracking experts.

Throughout the training day, your dedicated trainer will put his expertise and skills at your disposal to guide you through the optimisation techniques and analysis tools. In an optimal learning environment, you will acquire the essential skills to achieve good web referencing.

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