Tracking & Tagging

Tracking & Tagging The two-day seminar for everyone who makes sure the data in the shop exists in the first place: you learn to build a tag manager so that events arrive reliably, the data layer stays understandable and nobody has to fear changing something three months later. By the end you can check tracking instead of believing it.

Tracking & Tagging at a glance

• Format: 2 days on site + self-learning track
• Level: basic to advanced
• Participants: max. 16 people
• Language: German (English on request)
• Certificate: AEI certificate of attendance
• Investment: €490.00 plus VAT

Tracking is usually built once and then only extended. Every new channel brings a tag, every campaign a trigger, and after two years nobody knows which tag is still needed and which counts twice. The numbers still look normal — they just are not correct any more.

The cause is almost always the same: the work started with the tool instead of the data model. Whoever first decides which events describe the business builds few, clearly named tags afterwards. Whoever clicks first builds many.

This seminar works backwards from the data model to the technique. You define events and parameters, build them in the tag manager in a traceable way, check them in debug mode and document them so that the next person understands them. Consent and responsibility run alongside from the start.

What you take away

• An event and parameter schema for your shop that you can maintain yourself.
• A tag manager structure with speaking names that still works after a year.
• A data layer that developers and marketing understand together.
• A checking routine with a debug view so that errors surface before launch.
• Documentation that survives an audit or a change of agency.

Your learning objectives

• You describe the data flow from click to report and know where it can break.
• You build tags, triggers and variables so that they do not duplicate each other.
• You use the data layer instead of relying on page text.
• You check events before go-live and recognise typical failure patterns.
• You settle consent and responsibility before a campaign starts.

The levers at a glance

A tag that is not documented does not exist. Whoever creates a tag without a purpose and an owner has placed a bet that nobody can check any more. Speaking names and a date in the notes field cost five minutes and save hours later.

The data layer is the contract between shop and marketing. When the backend delivers the values, the tag does not have to guess them. That is the difference between tracking that breaks with every redesign and tracking that lasts.

Duplicates are not caused by mistakes but by time. A new channel, a new tool, and suddenly two tags count the same purchase. Regular clean-up is not a sign of poor work but of craft.

Consent is a technical requirement, not a formality. A tag that fires without consent costs more than it makes measurable. Whoever allows for that in the setup will not have to delete data later.

Who is this seminar for?

For people who own or permanently maintain the tracking in a shop.

• Online marketing managers who create tags themselves and do not want to wait for every small change.
• Shop owners whose tracking has so far been done by an agency.
• Analytics owners who have to check numbers instead of accepting them.
• Technically minded generalists on the border between marketing and IT.

First contact with a tag manager or with HTML helps. The basic terms are explained during the seminar; anyone who has never seen a tag will be slower on day two but not lost.

The seminar is not suitable for developers looking for an introduction to the JavaScript data layer API. We work from the perspective of the people who run and check the tracking.

Investment and dates

Participation costs €490.00 plus VAT, including the self-learning track, materials and certificate of attendance. There are six dates per year in Berlin, Hamburg, Cologne, Munich and live online, plus an in-house variant for teams. You will find all dates in the list on this page.

For the exercises you get a prepared test environment so that you can work without risk to your live tracking. If you like, you additionally check your own setup and take the findings with you.

After the seminar

You keep the materials, a checklist for launching a new tag and a documentation template that records purpose, trigger, parameters and owner. That template is the real yield of the seminar: it turns a pile of tags into a system.

Two weeks after the seminar you receive a short follow-up with one task from your own setup — a tag that urgently needs a field or a check. We look at the result together.

For teams the seminar is available as an in-house event with your own tag manager. The procedure stays the same, the examples come from your shop.

Programme: 2 days

Day 1 – Tracking fundamentals

• Why tracking
• Understanding the data flow
• Tags, triggers, variables
• Structure and order
• Using the data layer
• E-commerce events

Day 2 – Events and data layer

• Debugging and checking
• Avoiding errors
• Consent in tracking
• Responsibility and documentation

Both days run from 09:00 to 16:15 with breaks in the morning, at midday and in the afternoon. Short self-checks sit between the blocks so you can test where you stand before moving on.

Each day has three parts: an introduction to the pattern, an exercise on your own case and a review in the group. At the end of day one you formulate one event that you want to build cleanly before day two.

The seminar includes a self-learning track. It contains the patterns from both days as short units with examples and one self-check each. You can work through it before the date to clarify terms, or afterwards to repeat what stuck and what did not.

Our approach

We work on your setup, not on a sample installation. At the start of each exercise you decide which event you need and which question it serves; at the end stands a tag you have checked yourself.

The exercises are short and repeat in variations. That is deliberate: tracking is not understood by watching but by checking it repeatedly in debug mode.

We work in pairs, in small groups and in plenary, with changing partners. Every participant gets feedback on their build, not just on their settings. Group level and participant count are deliberately limited: with 16 people no anonymous lecture is possible.