How to Implement Google Tag Manager?

GTM – Google Tag Manager, the tool that manages all the external tags of your websites like Google Analytics, remarketing, conversion tracking and also the other third parties tools tags.

What is tag?

A tag is a JavaScript snippet – It collects all the data like traffic measurement, marketing information and some other metrics from our website and sent it to us via some third party tools like GA, Google Adwords, Crazy egg and Statcounter etc. And the tracking data gives all the information you need to make successful decisions for your digital marketing strategy.

How Google Tag Manager works?

As a Webmaster we use Google Analytics, Google Adwords, ad roll and other tracking tool to measure traffic analysis and marketing optimization. Here we can use Google Tag manager to add and update multiple tags in our website without editing the site code.

Each tool has a different code snippet. For example:

Now I want Google Analytics to measure my website performance and at the same time I have my conversion data of my online ad campaign. In this place we have to add both GA JavaScript code and Conversion tracking code into our webpage. Instead of editing the site code every time, we can use Google tag manager.

And the other problem if you are a marketer and if you’re not handling the website development access is you have to go to IT people to add the snippets in to your website whenever you use the different kinds of tools. Here, GTM plays its role.

Use of Google Tag Manager

By this GTM Tool you don’t need to add your snippets directly on your webpage. It acts as a mediator by requiring adding the script just once, and then, most of the other tags and functions can be managed from the interface of the tag management tool.

Setup Google tag Manager

Step1: Create an account and Container

1. Go to https://tagmanager.google.com
2. Sign in with an existing Google account or signup with a new account
3. Enter an account name then enable the checkbox to anonymous data sharing it is optional click continue

enable-checkbox-GTM
4. Create a new container. Every account should have at least one container. It contains all the tags for a particular website. Enter container name and select web or mobile.

Setup-GTM-Container
5. Read the terms and service agreement and click ‘yes’

Terms-and-condition-GTM
6. Now Integrate GTM to your website by adding the code into your website immediately next to the <body tag>

Installation-code-GTMStep 2: Create tags

After account creation and installation we have to create tags.

creating-new-tag-GTM

Create a new tag

Here GTM offers some 26 default products. We can directly use this product by their id or things . If you want to use new product which is not in the list, use custom HTML Tag.

Google Tag Manager-new-tag

Example

If you want to create a tag for Google Analytics, choose that and click continue, choose tag type then continue with related procedure of GA like Tracking ID and Type. It varies from each product.

Google-analytics-GTM

Now fire your tag where you want. There are five of options:

All pages – Fire the tag to all the pages of your website

Some Pages – Fire the tag to particular webpage

Click, Form, More – Use by creating triggers.

Same procedure will be followed for the new product which is not listed in default list

Custom-tag-GTMClick the custom HTML tag then fill the product code in the box. Then just fire on your tags by using triggers.

Triggers

A trigger is a condition that evaluates to either true or false at runtime. It does this by comparing the value in a variable with the value that you specified when you defined the trigger. It tells GTM what are the conditions that should be followed when the tags are fired.

Read more about triggers:

Trigger-GTM

Variables

A variable is used to store data. It is used to define the trigger and pass the information to tags at runtime. It tells GTM where to fire a tag.

Here GTM has many predefined variables that will make easier tag and trigger setup process. We can create User defined variables also.

Build-in-variable-GTM

Conclusion

When you start to use Tag Manager you can start to develop its uses and dive into a great deal more detail to perceive visitor behavior, helping you to appreciate your users better and more effectively target your marketing efforts. There is huge flexibility and potential with Google Tag Manager.

The blog  post was written by Kosala Devi M – Digital Marketing Executive at echoVME.

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