Why and how to use Google Tag Manager?

What is Google Tag Manager?

Google Tag Manager is a free tool from Google that allows you to manage various tags on your website without having to modify the website's code. A tag is a piece of JavaScript code that helps collect data for things like Google Analytics, Facebook pixels, and other marketing and analytics tools. Using GTM simplifies the process of managing these tags, allowing you to work faster and more efficiently.

Why should you use Google Tag Manager?

There are several reasons why Google Tag Manager is a valuable tool for marketers and web designers alike. Let's discuss the main benefits of using GTM in detail.

1. No technical knowledge required
One of the biggest advantages of GTM is that it lowers the technical threshold. Traditionally, a developer had to modify a website's code to add or update tags. This required knowledge of JavaScript and HTML. With GTM, however, marketers and web designers can easily manage tags through a user-friendly interface, without the need for technical knowledge. This allows them to react faster to changes and updates, without depending on a developer.

2. Central management of tags
With GTM, you can manage all your tags from a single interface. This means you no longer have to search through different pieces of code on your website. All tags are stored and configured in one place, giving you an overview of what is happening on your website. This makes managing different tags much easier and prevents you from accidentally implementing duplicate or conflicting tags.

3. Faster loading times
Google Tag Manager helps improve your website's load times. Instead of each tag being loaded individually when a user visits a page, GTM can load the tags asynchronously. This means the tags don't wait for the rest of the page to load, improving website load times. Faster load times can contribute to a better user experience and higher search engine rankings.

4. Flexibility and control
With Google Tag Manager, you have full control over which tags are loaded on your website and when this happens. You can set tags based on specific triggers, such as loading a page, clicking a button or filling out a form. This ensures that you collect data at the right moments, which further refines and improves your marketing efforts.

5. Integration with other Google products
Google Tag Manager is seamlessly integrated with other Google products, such as Google Analytics, Google Ads, and Google Optimize. This means you can easily implement conversion tracking, remarketing and other important marketing techniques without having to insert separate codes. This integration not only saves time, but also ensures that your data is collected accurately, which is essential for making data-driven decisions.

6. Error prevention and debugging
With GTM's built-in debug feature, you can easily test whether your tags are working correctly before putting them live. This helps you avoid errors in your tags that could otherwise disrupt your data or website performance. By using the 'Preview' mode, you can see how tags work before they are actually activated on your site, giving you peace of mind.

How do you use Google Tag Manager?

Now that you understand why Google Tag Manager is so powerful, let's look at the steps you need to follow to use it effectively.

Step 1: Create an account with Google Tag Manager
The first step is to create an account with Google Tag Manager. Go to the Google Tag Manager website and log in with your Google account. Once logged in, you can create a new container for your website. This container acts as a repository for all your tags. Choose the platform type (web, iOS, Android) and name your container.

Step 2: Add the GTM container code to your website
After creating your container, you will be given a piece of code to insert on each page of your website, right after the opening tag (). This allows GTM to load and manage the necessary tags. If you are not familiar with editing your website's code, you can work with a web designer or developer to perform this step correctly.

Step 3: Add tags to Google Tag Manager
Now that you have GTM installed, you can add tags. Click on "Tags" in the sidebar and choose "New Tag" to create a tag. There are different types of tags you can use, depending on your needs. Common tags include Google Analytics, Facebook pixels and conversion tracking for Google Ads.

Step 4: Set triggers
Triggers determine when a tag is activated. This could be when a user visits a particular page, clicks a button or submits a form, for example. GTM offers many options for triggers, such as "Page View", "Click", "Form Submission" and many more. You can set the trigger that best suits your marketing goals.

Step 5: Test your tags
Before you put your tags live, it is important to test them. As mentioned earlier, Google Tag Manager offers a handy "Preview" feature, which allows you to see how your tags work in a test environment. Check that the tags load correctly and that the data they collect, such as page visits and conversions, is correct.

Step 6: Publish your changes
When you are satisfied with the test results, you can publish your changes. This makes the tags active on your website. Remember to regularly check and update your tags so that they always function properly and you collect the most accurate data.

What are the key best practices for using Google Tag Manager?

To get the most out of Google Tag Manager, there are some best practices you can follow:

• Use clear names for tags and triggers: This makes it easier to come back to your settings later and avoids confusion.
• Grouping tags by functionality: If you have multiple tags for different purposes (e.g. marketing, analytics), organise them by category.
• Limit the number of triggers: Keep your triggers clear by not creating too many different triggers for the same tag.
• Check regularly for errors: Keep testing and monitoring your tags to ensure they continue to function properly and that you always collect reliable data.

Conclusion

Google Tag Manager is an indispensable tool for marketers and web designers who want to improve the performance of their websites and make the best use of the data they collect. With GTM, you can easily manage tags, improve load times, collect data accurately and optimise your marketing efforts. With the flexibility and control Google Tag Manager provides, you can execute digital strategies more efficiently and respond quickly to changes in the market.

At Funkhaus, we have in-house experts who can help you get the most out of Google Tag Manager. If you need help implementing, managing tags, or optimising your data strategy, we are here to support you. Together, we'll make sure your data is collected effectively and your marketing goals are optimised. Contact us and find out how we can help you streamline your tag management and improve your digital strategies.

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