Google Tag Manager or GTM is a free service from Google which facilitates work with HTML tags on websites or in mobile apps.
What are the functions of GTM
- helps to connect analytics services such as Google Analytics quickly;
- simplifies installation of codes for data collection from Facebook, LinkedIn, Pinterest, Twitter;
- captures any user’s interactions with the website and sends to the service you need;
- sends remarketing data to Google Ads or Facebook Ads;
- allows making changes to all tags quickly;
- supports call tracking from Google and other companies;
- performs cross-domain tracking;
- uses Google Optimize to evaluate user’s website satisfaction.
Google’s tag manager will be a great helper for those who can’t afford to hire a developer. To work with GTM, you only need to hire a programmer once — to install Google Manager code on website pages. You can do all the other work yourself with the help of ready-made templates.
What are the main advantages of using Google Tag Manager
- Security. You do not need to go to the website’s code every time when you need to change settings, activate or block a certain tag. Your website will remain intact.
- Autonomy. You manage tags yourself: you can test different options and choose the best one, or add any item in just a few minutes.
- User-friendly interface. GTM has simple and easy-to-understand functionality for efficient tag management. And thanks to «Container» option, all the tags you create will be stored in one place. You will be able to easily edit, delete, set conditions and more.
- Quick events’ tracking on the website. In a minute, generate and configure codes to track external links, button clicks, the number of submitted forms and more.
- Accelerating website work. Tag loading is gradual, activating one does not slow down the launch of others.
In which cases will Google Tag Manager bring the most benefit?
- You use several analytics services, and attract many third-party services to the website as well.
- You do not have a full-time developer.
- It is important for you to record any users’ interactions with the website: scrolling, submitting forms, clicking buttons, transitions between website’s pages.
- You track and analyze different KPIs.
- You conduct A/B testing and actively launch remarketing.
- You are involved in several projects at the same time.
Tag manager works on the principle of chain reaction. That means that performing a certain action with the specified parameters triggers a tag, which, in fact, sends you data for analysis.
Obtained data is imported into one of the analytics services, such as Google Analytics. This will allow you to analyze advertising campaigns, test individual elements on the website, and as a result — adjust promotion strategy of your brand.