What is Google Tag Manager? And why is it taking over?

Google Tag Manager is a free resource that helps marketers make changes to their website tracking, and easily manage their tags without having to get their webmaster involved. Tags are snippets of code used by online marketers used to measure traffic and visitor behaviour; understand the impact of online advertising and social channels; use remarketing and audience targeting; test and improve their sites, and more!

Now that Universal Analytics is finally out of beta, marketers are migrating from traditional Analytics and many are taking the opportunity to implement Google Tag Manager. Here are just a few reasons why your digital marketing team is getting so excited about GTM!

1. Faster and more flexible:

Instead of adding a tag change to a webmaster’s never-ending to do list, marketers can log in quickly and make the changes in their GTM account, without having to make changes to the website code.

2. Easy to test and Debug:

The testing features inside GTM mean users can test the changes before pushing them live. This is great for marketers because it can really speed up launch time by testing each change themselves and deploying when ready, without involving a developer.

3. Ready-made tags

GTM comes with some of the most common tags already set up including tags for Google Analytics (classic and Universal), AdWords conversions, AdWords remarketing and more popular Ad networks including DoubleClick. For marketers with no coding experience, this is a dream feature!

4. Version Control

Every time you put a tag change live, GTM saves it as a new ‘version’, and archives the previous one. If you need to rollback your changes to a previous version, you can so in just a few clicks. As well as making trouble-shooting easily, this is an easy way to keep tags organised from previous campaigns.

5. Support for agencies

GTM allows you to set permissions for individual users, specifying exactly who can view, edit and publish tags. If you outsource your marketing to an agency this helps you to control access to your account.

6. Event Listeners

Onclick attributes are the bane of many marketers’ lives! GTM takes the hassle out of manually tagging each link that you want to track in Google Analytics by letting you target links and buttons more easily. You can use attributes that are already on the link, or by using a standardised naming structure like data attributes.

If you would like help and advice on setting up your Google Tag Master account, get in touch with Tag Digital today by clicking HERE.


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