What is Google Tag Manager and How it can help us
Almost all of you will have heard about Google Tag Manager . However, can you explain what it is about and what we use it for?
This post is devoted to cast light on basic concepts about this useful tool. Google Tag Manager will change our way of implementing Google Analytics tracking, Google AdWords conversions and Online advertising campaign tracking.
In this sense, the relationship between IT and Marketing departments will change forever. Common tasks such as launching advertising campaigns will get faster. Digital Marketing agencies like Aukera will take advantage of this tool for pixel and tracking code maintenance for their website.
What is exactly Google Tag Manager?
It is a <script> code that generates a iframe container. This iframe, when located after the start of the website <body> , replaces the majority of campaign and tool tracking codes that used to be installed one by one. For instance, when properly measuring SEM campaigns or installing web analytics tools. A/B app testing is available too. A/B website testing will be soon.
It is necessary to access Google Tag Manager online in order to set up the container and indicate which tags we would like to activate and for which sites. The interface usability improves regularly thanks to thoroughful updates, similar to other Google Tools. However, its complexity matches Google Analytics or AdWords and implies a considerable development workload. As a result, it seems that there is always room for improvement in usability.
Using Google Tag Manager wisely is a big asset for companies. However, it takes a long time to learn to use it due to its complexity and it is common to need some expert training in order to make the best of it.
What is Google Tag Manager useful for?
Do you remember a situation when you wished to launch a remarketing or sponsored ad campaign but the IT department held it because a new website version won’t be uploaded until next week? Don’t you feel that you depend considerably on web developers to implement some tags on the source code? Would not you like to have a
container (ring) to rule them all? We’re talking about tags, of course : ).
Good news! You no longer need to keep manually changing the website’s source code or checking a never ending list of files to find, change or remove a concrete tracking code. In contrast, now to insert tracking codes with GTM, you just need an Administration panel to work with tags, triggers and variables.
In the picture above, you can see all the tag templates available in Google Tag Manager up to this moment. However, there are many other Tag Manager utilities to simplify and improve the workflow in marketing tasks. The following tags are widely accepted and can help you in many situations:
- Google AdWords conversion tracking (without Thank you page!) and call conversion tracking (forwarding phone number in AdWords)
- AdWords Remarketing tags and Dynamic Remarketing
A long time ago Google remarketing tags had to be implemented manually page after page-or in content groups- according to lists of users (It’s surprising. Isn’t it?). To the best of my knowledge, Google Tag manager development was Google’s response to the need of having a dynamic remarketing tag for AdWords.
- Google Analytics: it includes all tracking advanced settings (made by code previously) and so, minimizes the code to the point that you will only require dataLayer where custom dimensions or events are needed. You will be able to use GTM to create and send different types of events: automatic clicks, forms, timers, virtual pages, e-commerce tracking, cross-domain tracking, user ID, content grouping, custom dimensions and metrics…
- Traffickers! Conversion and counter tags: DoubleClick, Marin Software, ClickTale, comScore…
- Custom HTML and image tags… it opens the door to a world of endless possibilities. Just a few tags which tend to disappear cannot be used.