Overview of GTM
If you have ever dipped your toes into HTML, I am sure you are familiar with Tags, HTML tags are important as they are what make the World Wide Web work. For a marketer, however, tags are important for a different reason – instead of using them to design web pages, marketers use them to add tracking codes and snippets. In this post, we will discuss what it is, how it works and how we can use it. There is one thing to keep in mind though: most marketers are not web developers and managing multiple tags across many client sites can become a pain easily, GTM tries to solver this issue.
What is GTM?
- DoubleClick Floodlight Sales
- DoubleClick Floodlight Counter
- Google Ads for Search Conversation Tracking
- Google Display Network Remarketing
- Google analytics
- Custom HTML and Image Tags etc.
Triggers and Events in GTM
Tags, Triggers and events are the 3 building blocks of GTM, you are already familiar with Tags so now let’s try to understand what triggers and events are :
- Triggers in GTM: In the Tag Manager, Triggers are used to decide if a tag is fired or not. In simpler words, these are rules to decide actions in a tag.
- Events in GTM: When an action is performed on the page, it can be called an event, for example, someone clicking on the email subscribe button or clicking on your contact number is an event. Tag Manager can denote an event, and have it fired on the Analytics suite of your choice (Google Analytics, as an example). Events in Tag Manager make it easy to measure and monitor user actions that may be important to analyze.
Uses of GTM
All marketers have to use tracking tools and analytics tools to see and analyze how their site is performing, where the users are coming from and what can be done to improve campaign performance.
Once you begin digging analytics tools, you will begin to find that one tool doesn’t have all the features required. Now, adding multiple tracking codes and tags to your site will soon become tedious, add to this that websites keep changing without code revisions and theme updates and soon you will be juggling dozens of tracking codes across multiple sites.
GTM becomes a godsend in this situation. After signing up, you will only have to add one simple tracking code to the site pages.
Once done, you will be able to add and manage all the tags you want on the GTM.
With GTM, you can add multiple analytics tags, tracking codes, etc. without having to slow down the site.
Advantages of GTM
GTM is a great tool for digital marketers. Following are some advantages of using it on your sites :
- GTM is easy to use: The Tag Manager makes it easy to see, add and edit tags across many websites. You can do it just using one responsive dashboard instead of having to get your hands dirty in code.
- All Tags can be controlled at one place: This prevents having duplicate tags on the same page and having to update tags by using FTP or logging in to the server file management system.
- Troubleshooting is much less painful: GTM has built-in tools to troubleshoot and correct tag errors. The GTM has a Preview and debugs mode that can show which tags are working on a page and what tags are not working.
- Permissions Management: GTM has a robust option to add users and allow or restrict access to tag management and editing. You will be able to set permissions for each user on your team to make sure no mistakes occur by an inexperienced user.
- Website Speed: While it is not that much of an impact, using a tag manager does positively helps a website loading speed as it minifies the code of the main page and offloads it to Google Servers.
- It’s Free: GTM does have a paid version under Google Analytics 360 Suite, but you will find that the free version has all the features someone may need.
Career Benefits of GTM
As analytics become more and more important for digital marketing and online business and tracking codes and tags becoming more complicated every day, being able to use GTM can be a great weapon in a digital marketer’s arsenal.
Someone who wants to become a digital marketing professional such as a digital marketing manager or digital marketing analyst must have the knowledge of deploying and using Google Tags Manager.
This is especially important in the case when you are dealing with more than one client at once as you will probably have many sites to track and analyze at once and you will want to save as much time as possible to get real work done.
Now that we have seen how useful and powerful GTM is and how marketers use it, you will be able to understand its importance and with a little practice, you will be able to use it efficiently.
Managing tags across multiple sites and projects can become tedious, I am sure you will thank GTM every now and then.
This has been a guide to What is GTM. Here we discuss the Uses, Advantages and Career Benefits of GTM with Trigger and Events. You can also go through our other suggested articles to learn more –