Google Tag Manager

Google Tag Manager (GTM) is a tag management system that allows you to easily update measurement codes and related code fragments known as tags on your website or mobile app.

How to install Google Tag Manager

Once the Tag Manager code has been added to your project, you can safely and efficiently deploy analytics and measurement tag configurations from a web-based user interface.

When Tag Manager is installed, your website or app can communicate with the Tag Manager servers. You can then use Tag Manager’s user interface to set up tags, establish triggers that cause your tag to fire when certain events occur, and create variables that can be used to simplify and automate your tag configurations.

The purpose of the tag

Each tag on a site needs to serve a specific purpose. Maybe you want to have a tag send information when someone is scrolling on your site, when an outbound link is clicked, or when a form is submitted. These events are known as triggers, and all tags need at least one trigger assigned to them, or nothing will happen.

Triggers can be broken down into two components: events and filters. When you configure a trigger in GTM, you’ll be given a long list of types of triggers to choose from, and these are your events. Once you select an event, you can set up your filter.

Easily accessed information

A data layer is a JavaScript object which keeps the information tags need separate from the rest of your site’s code. Since tags don’t have to spend time searching through the HTML to find the information required, this is another way GTM can help improve site speed. Instead, everything they’re looking for can be found in one place, readily available when the page loads.

Technically, data layers are optional, and you don’t have to define one yourself specifically — GTM can initiate one for you. But if you want to use GTM to track specific events, you’ll need a data layer.

You don’t have to know code to tag

The most significant benefit to GTM is that it makes it easier for marketers to implement tags without relying on web developers to do it for them. Developers are usually busy with other high-priority projects, so tagging often ends up on the back burner. But since GTM helps you avoid touching the source code, marketers can quickly add and change tags on their own. This is a significant advantage if, for example, you only need to use a tag to collect data for a brief time. Without GTM, there’s a good chance that it would take longer for the tag to be added.

 

 

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