Digital marketing
Technologies

TAGMANAGER

Tag Manager (GTM) is a free Google service that simplifies the work with tags. With Tag Manager, you can add only GTM code to your pages and manage the content inside it. Without Google Tag Manager, JavaScript and HTML tags (code snippets responsible for data transfer) of each service for analytics, launching marketing campaigns, remarketing on social networks, and more will need to be registered on the site separately. And change them if necessary.


Tagmanager allows you not to do unnecessary work and reduce the part of it that can be done only by developers. After installing Tag Manager, you will have a personal account with an intuitive interface where you can connect services and scripts.

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What are tags and why do you need Google Tag Manager?

Tag - a piece of javascript or html code of your website or program that is responsible for performing a specific function. For example, to send information to your analytics system, display ads or send emails to users who have already been to your site but have not bought anything, etc. Google Tagmanager has a lot of built-in templates for working with Google services such as Analytics, Ads, Floodlight, Optimize, and others. Your developers can also write a custom html tag for any task.

If you install Tag Manager, all tags will be collected in a container - the main storage, and you will get a convenient personal account to manage them. There, tags can be changed by a marketer, analyst, or yourself without involving developers and without fear of "breaking" the entire site. It is better to entrust such a task as installing and configuring Tag Manager to those who already know how to work with JavaScript and HTML, as well as this software. Beginners may encounter various implicit errors, and you may face data loss or duplication, but in the long run, using the software is much more profitable.

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3 reasons to install Tag Manager on your website
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Useful for everyone 1 / 3

GTM can be used by analysts and marketers to connect and work with the statistics tracking services needed for your project, such as Google Analytics or AppsFlyer. PPC and SEO specialists can engage in remarketing, using Google Ads, DoubleClick, Facebook, etc. scripts to monitor the effectiveness of advertising campaigns. And startup and small business owners will receive a tool for self-management of web analytics, A/B tests, and much more. Plus, the speed of loading site pages, where there is now much less code, will increase, and the rights to it in the Search Console will be confirmed almost automatically. These are not the main reasons why you need Google Tag Manager, but a nice bonus.

Templates for everything and free customization 2 / 3

Google Tag Manager works by creating tags. To do this, you need to set triggers - conditions that will activate or deactivate it. This event can be a click, the depth of the page view, or other user interaction with the page - filling out a form, using a filter, contacting a chatbot, and so on, up to the time spent on the page. Event triggers need to be assigned variables - parameters with a value. They will determine where to click or how long to stay on the page for the tag to be triggered, store and send this data to the same analytics and remarketing systems. Now GTM has more than 40 variables that you can freely use to create custom triggers to track everything that is important for your project. Google Tag Manager is a relatively complex software with huge capabilities, but it is friendly to beginners. You will have access to a large set of tag templates and professional tools for creating custom tags and variables using HTML, JavaScript, and CSS.

Testing and rollback to the stable version 3 / 3

The Tag Manager has a mode for checking the correctness of new tags, and all changes to the settings are saved. If something goes wrong, just revert to the previous version. To avoid having to do this frequently, give employees different access levels. Plus, GTM is a Google product and has dozens of ready-made integrations that can be connected in two clicks, and the number of specialists who know how to work with this service will allow you to maximize its potential.

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Conclusion

Google Tag Manager is a universal centralized control point for all integrations of your website or app. Thanks to it, you will not need to spend a lot of time and involve developers to connect any analytics, advertising, and other services to your website. Along with a control panel with a clear interface, you will get a lot of ready-to-launch templates for setting up triggers, as well as professional tools for creating custom ones using HTML, JavaScript, and DOM.

Digital marketing
Digital marketing