What is Google Tag Manager

These platforms are an excellent option for users that are serious about using various analytics, tracking or user engagement software on their website. It is easy to use, offers protection from errors that may arise when doing multiple edits of a web page’s code and adds additional options, for example enhancing the feature set of Google Analytics.

History

Google Tag Manager was introduced on October 1, 2012, as a response to the growing complexity of managing multiple tags on websites. Prior to GTM, adding or modifying tags required direct code editing, which was time-consuming and often necessitated developer involvement. GTM revolutionized this process by providing a user-friendly interface that enables non-technical users to control tags, triggers, and variables, reducing the reliance on developers and expediting the deployment of tracking technologies.

Availability

Google Tag Manage is free to use for all users

How does it work?

GTM uses one script – Google Tag Manager script – as a container for all scripts you need. You add this one script to your web page. Then, if you want to use a tracking script to your website, you don’t go to this website but to Google Tag Manager Dashboard. There, you upload the script and define triggers (conditions that has to be met for the tag to be fired) and variables (dynamic placeholders for passing additional data). Once you do everything correctly, your script will be fetched by Google Tag Manager script when set conditions are met.

Consequently, when you want to update the script, you do it in Google Tag Manager. If you want to temporarily shut it down or introduce new triggers – you don’t have to edit any code, just edit necessary options.

Tags

The core function of GTM is to manage various tags used for tracking on a website. These tags include analytics codes, conversion tracking scripts, remarketing tags, and more. GTM centralizes these tags in one location, simplifying the management and organization of tracking tools. You can use tags for ad trackers such as Voluum or analytics platforms like Google Analytics. In the latter case, using GTM gives you some more customization options. For example, if you use Google Analytics tag in GTM and set it up correctly, you can measure various scroll depths, not just only 75% offered by Google Analytics alone by default.

Preview and Debug mode

GTM offers a preview mode that allows users to test and validate their configurations before deploying them on the live website. This saves them from configuration errors having effect on their precious data. The debug mode assists in identifying and rectifying errors in tag firing and trigger setup.

Pros and cons

On the plus side, Google Tag Manager is a useful tool for marketers that don’t want to get a web developer every time they want to change their analytics strategy a bit. It enables business intelligence or marketing teams to work directly with web pages, testing various strategies and getting relevant data really quickly.

Google Tag Manager helps keep all analytics software nice and tidy. It allows version control and easy debugging.

The main con is increased reliance on Google-owned properties. Additionally, incorrect tag configuration may cause hard to spot errors in gathered data, so even though this tool is not intended for web developers, it should still be used with care.