A user-friendly & web-based tool for integrated tag management.
Google Tag Manager is a user-friendly free tool. It can be effortlessly managed in a web interface. A google tag manager simplifies the process of implementing and managing tags for analysts, marketers, and developers.
Here is How it Works
GTM tags (marketing codes or tracking pixels) can optimize your site with the addition of snippets. For instance, with the help of a Google Tag Manager. data from one source (your website) is shared with another source (Google Analytics)
It can easily arrange all codes in one place when you have a lot of tags to manage. The fact that it can be managed by a marketer is of the biggest advantages of a GTM tool. This means that you won’t need the help of a developer when setting up.
Sounds about easy right? Unfortunately, it is a bit complicated.
“GTM is unfortunately misunderstood, overused, and abused. Although the idea of empowering marketers to easily do technical stuff on websites was/is very appealing, the fallout of not fully understanding the technical implications of code insertion and tagging can be detrimental to page structure and load time performance.” – Angie Schottmuller, Conversion Optimizer
Google advertises its GTM tool as a tag manager that is simple, reliable, and easy. On the contrary, you have to have at least some knowledge of digital marketing to understand how to set up different variables, triggers, and web pages.
Getting familiar with a GTM tool comes with a steep learning curve. Once you are off the hook, it is a pretty cool tool to use frequently. The GTM tool has three main parts:
- Variables – additional information for the tags and triggers to work
- Triggers – this lets the GTM tool fire a trigger
Tags are codes or pixels from a third-party tool that act as snippets for your marketing adventures,. To name a few, here are some examples of commonly used tags:
- Facebook Pixels
- Adwords Remarketing Code
- Adwords Conversion Tracking Code
- Heatmap Tracking Code
- Google Analytics – Universal Tracking Code
Triggers & Variables
Certain triggers are set up to fire up Google tags. Some of them work great with the Google Tag Manager. When a user clicks on a link, shifts to a webpage, or views a media file, you can set the triggers to fire Depending on your priority, the triggers are arranged in a customized setting.
Some examples of triggers in a GTM tool include:
- Custom Event
- All Clicks
- Page View
- Form Submission
On the other hand, you get the additional information you need to set up your tags and triggers. The GTM tool can function with both built-in and custom variables. As an example, a basic variable type that you make in the Google Tag Manager is the Tracking ID of Google Analytics’ UA number.
When managing your Google Tag Manager, variables are some of the basic elements you will need. If you are completely lost reading about the GTM tool till now, you will need a digital marketer to help you set it up.
All in All
The GTM tool has a lot to offer but learning it might take some time. The tool is pretty technical and can get overwhelming. If you are willing to invest in setting up the Google Tag Manager, it certainly makes your life easier.
If you are going to learn the tool on your own, Google has a few handfuls of guides that you can tap into. Once you get the hang of your Google Tag Manager, utilizing the data collected can increase your site’s ranking, outreach, and performance.