Google Tag Manager helps make tag management simple, easy and reliable by allowing marketers and webmasters to deploy website tags all in one place
Perhaps you’ve heard about it: Google Tag Manager. Google introduced this tool 5 years ago, a tool that would make marketers less dependent on developers and that would, therefore, speed up your marketing process. Google Tag Manager has evolved over the years becoming more complete and easy to use the tool. Here I want to explain why you should sign up today if you aren’t using Google Tag Manager already.
What’s a Google Tag Manager?
Running every tag from Google Tags Manager has two big advantages. First of all, you’ll have an overview of the tags you’ve added. Secondly, you’re in full control of measuring the effects of your marketing efforts.
What is it for?
Analytics and Tag Manager
One of the most used tags that’s managed in Google Tags Manager is the Google Analytics tag. Not only you can add the Google Analytics tracking code, you can also use Google Tags Manager to create, for instance, custom dimensions, events or content grouping. This means that you can track if people click on your buttons if they scroll down to a certain point on your page if they watch your videos and so on. All the cool things you can do with Google Analytics events, you can now manage in Google Tags Manager. And you won’t need a developer for it!
Other third-party options
Google Tag Manager supports a lot of third party tags like Adwords, Adobe Analytics, Bing ads, Hotjar, Crazyegg and so on. You can find the complete list on the Google Google Tag Manager support forum. You can use Hotjar tags to finally get those heatmaps – a visual representation of where people click on your site – you always wanted to have. Or run surveys and A/B tests on your site. Getting data like that can help you bring your conversion rate to the next level.
Google Tag Manager and structured data
But there’s more! You can also use Google Tag Manager to implement structured data on your site. Structured data is extra information you add to your page in a specific format. Google can show this information in the search results, which makes it more likely people click on your result and engage with your page.
Where is Google Tag Manager?
Google’s tools are ubiquitous. If you visit: google.com/analytics/ you can find all the tools Google has developed to help you with your marketing strategy. In addition to Google Analytics, there are tools to help you boost conversion or perform customer surveys. And, of course, there’s Google Tag Manager. You can sign up for free! Wait! Free, you say? Yes, free!! So what’s stopping you?
After you’ve signed up, you can create an account for your website, your iOS or Android app or your AMP pages:
Just provide the URL of your site as the container name and then select web – if you want to implement it on your website. After you’ve created this container, Google-tag Manager will ask you to add a piece of code in the <head> and <body> of the page. I promise this is one of the few things you might need a developer for when it comes to using Google-Tag Manager.
Luckily, if you’re using WordPress, you can easily add the Google-Tag Manager code using a plugin called DuracellTomi’s Google-Tag Manager for WordPress. Please note that you only have to use the GTM-XXXX code.
If you’re using another CMS, check out the quick install guide for more information on how to get started.
After you’ve inserted the Google Tag Manager code to your pages, you’re ready to create your own tags. This can be done in a so-called workspace that looks like this:
So now you’re all set up and ready to add those tags to your site.
We’ll be doing more posts on Google Tag Manager soon. We’ll explain the practical side of things like how to create variables, triggers and tags, and how to implement structured data with it. We’ll also help you understand how to combine Google Tag Manager with Google Analytics to use it to its full extent. So stay tuned!