Though Google Tag Manager can seem a very foreign concept on the surface, it’s one that can revolutionise the way your business collects and digests its website data.
By implementing Google Tag Manager into your website’s code, you can retrieve data that analyses how your customer behaves on your website and the journey they took whilst clicking through. Using GTM is a surefire way of streamlining your clients’ or your own business’s PPC campaign.
What is Google Tag Manager?
Google Tag Manager is a free tool that allows you to integrate snippets of code into your website without having to completely alter the code. What it does is gives you the ability to add and update your own tags for conversion tracking, site analytics, remarketing and more.
Reasons Why You Should Use Google Tag Manager
Gone are the days of relying on your company’s web developer to implement code into your website in order to measure and track your customers’ data. Now, with the use of Google Tag Manager, you can speed up the process and even implement said code yourself within an hour.
Every tracking code is called a tag and you can manage them within the interface. New tags can be added rapidly and many of them do not require altering the code on the website. The advantage this gives you is the ability to speed up launch time, as you’re able to test your changes and deploy them when you’re ready.
What You Should Know Before Starting with GTM
When you first get into the interface and workspace page of Google Tag Manager, you’ll be faced with a menu with 3 options: Tags, Triggers and Variables. These are the building blocks of GTM. Understanding these when setting up will save you a considerable amount of time. Here’s what they all mean:
- Tags – These are tracking codes and code fragments that tell Google Tag Manager what action to take on that specific page.
- Triggers – Triggers specify the conditions under which the tag should fire.
- Variables – Variables are values used in triggers and tags to filter when a specific tag should fire. GTM provides built-in variables and allows you to create custom user-defined variables.
Spend some time with Google Tag Manager and it will more than prove it’s the tool that your business needs. Not only for the financial benefits (it’s free!) but also for the efficiency it’ll bring to your data-driven marketing efforts. All you need in one place, working in harmony with everything else.
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