If you are a marketer and know little about coding, then it can become a daunting task to work on technical aspects of a website. Marketers usually need to wait for the development team to implement the marketing code which tends to delay the execution of marketing plans for many marketers. To get over this problem, marketers can now depend on a free tool called Google Tag Manager.Using this easy to use tool, marketers can deploy any kind of marketing code on the website without the help of a skilled developer. Let's get to know more about Google Tag Manager through the below tutorial:,
What is Google Tag Manager?
Google Tag Manager is a free tool that makes it easy for marketers to deploy or update website tags like site analytics, remarketing, conversion tracking or custom third-party tags without needing to hard code or edit the website code.
How does Google tag manager work?
The working of Google Tag Manager is defined by Google as “ When you place the Google Tag Manager Code on your website or mobile app, the code connects your app to the Google Tag Manager Servers. You then use a web-based user interface to install tracking codes on your site or mobile app such as Google Analytics Tag”
How to Use Google Tag Manager?
- Go to tagmanager.google.com to create a Google Tag Manager Account or access an existing account
- Create a container for your website in your Tag Manager Account.
- Copy the one-time tag manager code snippet and paste it into every page of your website.
- Deploy or update tags on your website or mobile app without editing your website code.
- Migrate the existing hard-coded tags on your website to Google Tag Manager.
What are the benefits of Google Tag Manager?
- Google Tag Manager removes the need to manually edit the website code to add, update or delete the hard coded data.
- It reduces your dependence on IT or development team thereby maintaining the marketing plans and deadlines.
- You can implement advanced website Event Trackings like button Click, Form Submit, External Links etc
- You can make your tag management efficient and flexible by adding, updating or deleting a particular tag with little effort
- Since tag manager fires the tags asynchronously, your website load time won't be sacrificed if a particular tag takes too long to fire.
What are Google Tag Manager Containers?
Google Tag manager Containers are Sub Level of a Google Tag Manager Account which mainly comprises of a set of rules, macros, and tags. An account can have one or more containers
What are Google Tag Manager Tags?
What are Google Tag Manager Code and ID?
Google Tag Manager codes are a bunch of one-time snippet codes that need to be implemented on the head and body section of your website. Without this implementation, your tag won't work properly. Google Tag Manager ID can be identified as GTM-XXXXX in your Google Tag Manager Code which needs to be uniform throughout the website for proper tracking.
What are Google Tag Manager Data Layers?
Can we deploy Google Analytics Tag using Google Tag Manager?
We can easily deploy Google Analytics Tag with Google Tag Manager like Google Adwords Conversion Tracking, Remarketing or any third party custom tag by placing the one time Tag Manager Snippet code to your website.
How to setup Google Tag Manager and Deploy Website Tags?
- Firstly, Create a Google Tag Manager Account using your Google account or use an Existing account at tagmanager.google.com
- Create a New Container for your website or Mobile App
- Install the container Snippet to all pages of the website. For Mobile Apps, you can use Firebase SDK to implement tag manager.
- Create a new tag in your tag manager interface and set up triggers and firing rules for your tag to fire.
- Preview the tag on your website and Create a New Version in Tag Manager
- Publish the tag in Tag Manager.
Google Tag Manager Example - Installation of Google Analytics Tag
Let's go through an example for the Google Tag Manager by deploying a Google Analytics Tag through Tag Manager:
Create Account or Sign In to Existing Google Tag Manager
Create a new Google Tag Manager Account or log in to your existing Tag Manager Account
Create Container if not already created
Create a Container for your website or Mobile App
Install the Google Tag Manager Code to Website if Not already placed
Install the one-time container snippet to all pages of the website. For mobile apps, use Mobile SDK to install tag manager.Click new Tag in Google Tag Manager Interface
Now go to Google Tag Manager Interface and Choose your account and container and click New Tags.
Configure the Google Tag Manager Analytics Tag
Name the tag and Select a tag type (Universal Google Analytics, Adwords Conversion Tracking, DoubleClick Floodlight Counter). Since we are deploying a google analytics tag, we could choose the Universal Google Analytics here. Now provide the Tracking ID of your Google Analytics Account in the Tracking ID Section and Track type as Page View.
Configure Google Tag Manager Analytics Trigger
Now, Select or Create a Firing Rule for the above tag to fire. Since we need to fire the Google Analytics tag on all website pages, we need to select All Pages as the firing Rule and Save the Tag.
Go to Google Tag Manager Preview and Debug Mode to Inspect tag firing
Now click preview and debug mode to check whether the tag is firing on the live website by loading the web page on the adjacent tab of the browser.
Create New Version in Google Tag Manager
If all is good, then create a version for your new tag and name it.
Publish to Make your Changes Live
Make your changes live by naming and Publishing the Tag.
Inspect Installation by Checking Google Analytics Real Time Report
You can now check the Google Analytics Real Time Report to see whether your Google Analytics System is tracking your web Pages.
As shown above, it's pretty easy to install any kind of website tag using the Google Tag Manager. Marketers with little or no technical expertise can now fully depend on Google Tag Manager which helps them to plan and execute their marketing activities.
I hope you understood the basics of Google Tag Manager. You can check out my earlier post to learn how to track events through Google Tag Manager.
If you have any suggestions or opinions regarding the above post, then do share your valuable suggestions in our comment section below.
This resource was published by Ranjit Venugopal22 April 2017
Ranjit is a Digital Marketing Specialist at Webdura Technologies . He is Google Analytics, Google Adwords, and Hubspot Certified . He loves digital space and helps businesses increase their returns through digital strategies.