What is Google Tag Manager? Its Benefits and Drawback
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Google Tag Manager is a free tag management system that lets you manage and deploy marketing tags (code snippets or tracking pixels) on your website (or mobile app) without modifying the code.
Here’s a quick demonstration of Google Tag Manager in action. Through Google Tag Manager, information from one data source (your website) is shared with another data source (Google Analytics). When you have a lot of tags to manage, GTM comes in helpful because all of the code is kept in one location. A huge benefit of Tag Manager is that you, the marketer, can manage the code on your own.
Is Google Tag Manager easy to use?
They claim it’s a “simple” solution that can be used by any marketer without the requirement for a web engineer.
I’m afraid I’ll get trampled in the comments area for expressing this, but I’m not backing down. Without some technical understanding or training, Google Tag Manager is not “simple” to use (courses or self-taught).
To understand how to set up tags, triggers, and variables, you’ll need some technical knowledge. You’ll need some knowledge of how Facebook tracking pixels function if you’re going to use them.
If you want to use Google Tag Manager to track events, you’ll need to understand what “events” are, how Google Analytics works, what data you can track with events, how Google Analytics reports appear, and how to name your categories, actions, and labels.
Although managing multiple tags in GTM is “simple,” there is a learning curve. GTM is quite slick about what you can track once you’ve gotten over the hump.
Let’s go over how Google Tag Manager works…
Google Tag Manager is divided into three sections:
Tags: Javascript snippets or tracking pixels
Triggers: This instructs Google Tag Manager on how, when, and where to fire a tag.
Variables: GTM may require additional information in order for the tag and trigger to function properly.
What are tags?
Tags are code snippets or tracking pixels obtained from third-party applications. These tags instruct Google Tag Manager on how to proceed.
Tags that are commonly used in Google Tag Manager include:
- GA4 tracking code or Google Analytics Universal tracking code
- Remarketing code for Google Adwords
- Conversion tracking code for Google Adwords
- Tracking code for heatmaps (Hotjar, CrazyEgg, etc…)
- Facebook pixels are a type of pixel that is
- HTML scripts that are unique to you
- Other GDPR data privacy scripts include Cookiebot.
What are triggers?
Triggers are a way to activate the tag you’ve created. They instruct Tag Manager on when, where, and how to carry out your instructions. Is it bespoke, or do you want to fire tags on a page visit, a link click, or something else?
The following are some examples of frequent Google Tag Manager triggers:
- Pageviews
- Clicks on links
- Submissions of forms
- Depth of scrolling
- Customized occasions
What are variables?
Variables are extra pieces of information that GTM may require in order for your tag and trigger to function properly. The following are some examples of various variables.
The Google Analytics UA number is the most basic form of variable you may construct in GTM (the tracking ID number).
Those are the very fundamental parts of GTM that you’ll need to understand before you can begin managing tags on your own.
You won’t have any trouble managing your tags if you’re bored reading this right now. If you’re utterly lost, you’ll need assistance from a more technical person.
How is Google Tag Manager different from Google Analytics?
Google Tag Manager is a separate application that is only used to store and manage third-party code. In GTM, there are no reports or ways to conduct analysis.
For actual reporting and analysis, Google Analytics is used. Analytics is used to manage all conversion tracking goals and filters.
Google Analytics is used for all reporting (conversion reports, custom segments, ecommerce sales, time on page, engagement reports, and so on).
What are the benefits of Google Tag Manager?
What you can do with Google Tag Manager once you’ve gotten past the learning curve is pretty astounding. The data that is provided to Analytics can be customised.
Basic activities such as PDF downloads, outbound link clicks, and button presses can be set up and tracked. Enhanced ecommerce product and promotion tracking.
Let’s imagine we wish to track all of the website’s outbound links. Select the category name, action, and label in GTM. We went with remote link, click, and URL.
What are the drawbacks?
1. Even for the most basic setup, you must have some technical understanding.
Check out Google’s documentation on how to use Google Tag Manager. It takes you to a developer guide once you go beyond the “Quick Start Guide.” This isn’t a marketing handbook. If you’re a new user, this will appear to be gibberish.
2. It’s a long-term commitment.
Unless you’re an experienced developer, you’ll need to set aside some time for research and testing. Even if it’s just reading a few blog pieces or enrolling in an online class, do something.
3. Set aside time to troubleshoot problems.
When it comes to setting up tags, triggers, and variables, there is a lot of troubleshooting to be done. It’s easy to forget everything you just learned, especially if you don’t use Tag Manager on a regular basis. More sophisticated tags will almost certainly necessitate the services of a developer who is familiar with the website’s architecture.