What is Google Tag Manager? A Quick Summary.
Over the past few months, we’ve been mentioning Google Tag Manager (GTM) to more and more clients.
What is Google Tag Manager?
Google Tag Manager allows us to place many different tracking codes and pixels all in one place, via the GTM dashboard.
This means we don’t have to nudge the web developers to add in code, and it also means that it keeps things organised and tidy to manage.
Does this mean I can add tracking code willy nilly?
Unfortunately, no. While it does make the implementation of the tracking code itself much, much more comfortable, it also requires an understanding of how pixels and conversion tracking works. You often must set up variables, events and triggers, so they work with your portfolio of marketing tools, such as Google Analytics and Google Ads.
However, it does make said setting up much easier than it was before, so there is much less of a learning curve.
It also means that you can set up new goals without having to ask us to add in some code. So why we may miss our chats, it’s all in the name of efficiency.
Why did you choose to start integrating Google Tag Manager?
There were quite a few reasons we chose to make the switch to GTM:
1. Setting up Goals in Google Analytics has never been easier
Without making it get too complicated, Google Tag Manager can access your websites “Data Layer”, this is the vital link between your site and GTM, allowing tracking codes to see actions taking place – such as button clicks and scroll depth.
2. It speeds things up
This was one of the main justifications behind rolling out GTM. Previously, our websites would need to load Google Analytics Code, then Google Ads Code, then Facebook Pixel Code, then Quantcast Measure Code, then the LinkedIn Pixel, then LuckyOrange and so on. This all adds up and can significantly slow down your website, as each tracking code is waiting on the other to load before it can start.
With GTM, this all becomes a straightforward piece of code, GTM deals with the rest.
3. It looks neat
As an agency that uses our bespoke CMS, as well as WordPress and Shopify, it means we often have our noses in the code to spot optimisations, iron out the odd bug, and add in new features that clients have requested.
Being web developers, we take pride in our work, and that includes organised and neat code. GTM means there is only one piece of tracking code, rather than what can feel like an endless page of tracking codes.
What can I track?
GTM allows us to implement almost anything, including:
Google Analytics & Ads Conversion Tracking
Google Marketing Platform
LinkedIn Insight Pixel
How can CS One help?
We can implement Google Tag Manager, and set up a goal and conversion tracking too. Get in contact with us to discuss further.