What is Google Tag Manager, it’s uses, workings & Benefits

Google Tag Manager (GTM) is a free tool that enables you to install, store, and manage marketing tags without modifying the website. Marketing tags are small code snippets that track actions happening on the website and collect data.

The most common illustration of a marketing tag is the Google tags used to install Google Analytics and other Google products.  Other common examples of Google Analytics events are codes, Google Advertisements conversion scripts, Meta Pixel, and remarketing tags.



Uses of Google Tag Manager:

Tag Manager allows you to track almost any kind of event or user behaviour you can think of.

Most commonly tracked events:

  •       Link click
  •        Button clicks
  •        Form submissions
  •        Conversions
  •        Adding items to cart
  •        Removing items from cart
  •        File downloads
  •        Scroll behavior
  •        Video views

How Does Google Tag Manager Work? 

Google Tag Manager works by using a GTM JavaScript code snippet that one needs to implement in the backend of the website to manage the tags and triggers in GTM.  When a user triggers a tags (e.g., by clicking a link or button), GTM retrieves it and fires the appropriate tag on the website.  In other words, GTM only injects and executes tags when a user triggers one.

What Are tags?

Tags are code snippets of analytics, marketing, and support platforms used to integrate with websites and apps. Google Analytics uses tags to collect data on website visitors. In this case, the Google tags let you send the required data from your point to a connected Google Analytics property.

Through GTM, you can create, manage, and publish tags without having to decode them yourself.

Some Common examples of tags:

What Are Triggers?

Triggers are used to give instructions on when a tag should fire. 

Page view, form submission, and link clicks are common examples of triggers. When a user views a page or clicks a link, the associated tags will fire.

Just assign a defined tag so Google Tag Manager knows under what circumstances it should fire the tags. You want analytics data from every page a user visits.  Alternately, you might only want conversion tracking tags to fire when a user clicks on a button or submit forms or any other action done by the user. Let’s understand it with an example: You want to track the users when they click on the checkout button on your website then you will setup a custom event trigger namely begin checkout along with a tag of a similar name. Then the tag will fire only when someone clicks on the checkout button

Commonly used Triggers:

  • Page Views
  • Link clicks
  • Button clicks
  • Form Submit
  • Scroll depth
  • Time spent on page
  • Custom event

What are Variables?

Variables are additional pieces of information that GTM may need to fire tags and triggers.  It helps define precisely what the tags or triggers are supposed to do. For example “Constant” and “Google Analytics Settings” are common variables.

Some Commonly used Variables:

  • Constant
  • Google Analytics Settings
  • Click URL
  • Click ID
  • Click Class
  • Page URL
  • Form ID
  • Scroll depth threshold

Benefits of Google Tag Manager:

  1. Ease of Use: GTM simplifies the process of adding and managing tracking codes on a website. You don't need to edit the website's code directly, reducing the risk of errors.
  2. Flexibility: It offers flexibility in deploying custom tracking and other code snippets without the need for developer involvement.
  3. Version Control: GTM provides version control, allowing you to revert to previous configurations if needed and test changes before deployment.
  4. Collaboration: Multiple team members can collaborate on tag management without requiring access to the website's codebase.
  5. Debugging and Preview: GTM offers debugging and preview features to ensure tags are firing correctly before they go live.
  6. Performance: By asynchronously loading tags, GTM can improve page load times as tags won't block the rendering of the page.
  7. Centralized Management: All your tracking and marketing tags are managed from a single interface, streamlining the process.

We at Incisiveranking provide you with several tags and tracking services through GTM. Visit our website to get the most ACCURATE tracking service to grow your website and boost up your business.

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