Guide to Google Tag Manager (GTM) and How Does It Work?

Table of Contents [show]

Nowadays, you have a website and want to use tools like analytics or ads. Typically, you'd have to put their code directly into your site's code. However, it can be tricky, especially if you're not a coding expert or want to make changes later. Google Tag Manager (GTM) is here to help! It's a handy toolbox for your website. With GTM, you can easily add and change code, connect your site to different tools, and do it without worrying about breaking anything. It saves time and makes managing your website much easier.

What is Google Tag Manager?

Google Tag Manager is a helpful organizer for your website's tags, those little pieces of code that track and manage your online activities. Instead of tediously writing code every time you need a new tag, GTM lets you do it all visually through its easy-to-use interface. Just add the GTM code to your website. There are no more manual tag creation headaches, making your marketing efforts smoother and more precise.
 

With GTM, your developers and IT team can focus on immense tasks instead of getting bogged down in tag coding. The tool automates tag creation, slashing the chances of human errors and ensuring your data remains accurate and reliable. Plus, GTM gives your marketing team complete control over tags, boosting efficiency and enhancing your analytics insights to better understand your online audience.
 

It won't cost you a penny. It's a risk-free way to see if it fits your needs, especially if you're happy with your current tagging setup or don't frequently add new tags. We'll guide you through setting up GTM, creating tags, integrating with Google Analytics, and embedding the tool in WordPress. Then, you can decide if GTM is the perfect match for your business needs.
 

Benefits of Google Tag Manager

Even though Google Tag Manager (GTM) needs a bit of technical know-how, it's a massive time and resource saver for marketers. Plus, it doesn't cost anything.

Here are the advantages of GTM:
 

• Less Dependence on Developers: Marketers can easily handle marketing tags without needing developers for every little change.
• Test and Fix before Going Live: You can test and fix changes in a safe environment before they go live. As a result, it prevents mistakes and saves time spent on live site testing.
• Control Who Makes Changes: Only authorized folks can make or approve changes to your marketing setup.
• Versions for Safety: GTM keeps track of different versions of your code. So, if something goes wrong, you can return to an older version.
• Team Collaboration: GTM allows multiple team members to work together without stepping on each other's toes.
• Easy Setup for Popular Tools: You can quickly add popular tools and tracking tags to your site using ready-made templates from GTM's Template Gallery.
• Centralized Tag Management: GTM puts all your marketing tags and tracking codes in one place, making it easy to manage and update them without causing errors.

How to Set Up Google Tag Manager (GTM)?

Creating a free account is simple and quick, but it's different from your other Google accounts like Gmail or Google Analytics. To make it easy for you, we've outlined the steps to set up your account:

section of your page and the other after the opening

tag.
 

• First, go to Google Tag Manager and click the green "Sign Up for Free" button.
• After that, enter your account name (usually your company name), country, website URL, and where you want to use Google Tag (like web, iOS, Android, or AMP).
• Then, click the blue "Create" button after the completion.
• You'll receive codes and instructions to add them to your website.
• Place one code high in the
• Further, you can add these codes immediately or save them for later (they're available in your dashboard).
• Once you've added the codes, click "OK."

How Does Google Tag Manager Work?

In Google Tag Manager, you can have more than one account under one Gmail address. However, one account is enough unless you manage sites for multiple companies as an agency.

A tag is a small program that can do different things on your website. It can send data to analytics tools, start advertising campaigns for people who left items in their carts, send emails to customers, and even change what people see in A/B tests.
 

A trigger tells a tag when to do its job. It's like setting conditions for when something should happen or not. For example, a trigger can be set to activate a tag when someone clicks a button, when a page loads, or when a specific link is clicked. You can also add filters to triggers, like specifying which pages should trigger the tag.
 

• Page view: Triggers that activate when a page starts loading or after it's fully loaded.
• Click: It triggers when someone clicks on something, like a button or a link.
• User interactions: Triggers related to user actions, such as watching a video, scrolling down a page, interacting with site elements, or submitting a form.
• Other: Custom triggers for unique events not covered by another category.
   

A variable holds different information. Moreover, it has a blank space that can fill with specific details. For example, you can use variables to track certain pages on a website. If you want to track views of a product page like www.site.com/product, you can set up a rule (trigger) that only works when the Page URL variable matches that exact page. In tags, variables are used to store and share data about what users do on the website, like their actions, purchases, or the products they look at.

What is the Difference Between Google Analytics and Google Tag Manager?

Google Analytics (GA) gives you reports of what's happening on your website, like how many people visit and what they do. On the other hand, Google Tag Manager (GTM) follows the rules you set to run your tracking codes (tags). You can either use GA directly on your site or utilize GTM to handle your GA code.
 

Here are some key points when comparing Google Tag Manager vs Google Analytics:
 

• GTM doesn't replace GA but makes it easier to add GA tracking codes to your website. Moreover, it manages code snippets and decides when tags should run.
• GTM is the middleman for your website's analytics setup. As a result, it makes it quicker to deploy changes without constantly messing with your site's code.
• You can use GTM without GA and vice versa. While developers can add GA codes directly, GTM lets you manage them and add other tracking scripts.
• GTM Events trigger specific tags to fire. For example, an event like formSubmission in GTM can trigger a GA tag called "form_submission."
• You can't create GA goals in GTM. GTM sends events to GA, but goals and conversions are set up directly in GA for tracking necessary interactions.
   

After understanding all the crucial concepts of GTM, we will discuss the Google Tag Assistant.

What is Google Tag Assistant?

Google Tag Assistant is a tool that helps website owners and digital marketers check if their tags in Google Tag Manager are working correctly. With the fast changes in online analytics and ads, it's necessary to ensure your tags are set up right. Google Tag Assistant makes this easy by giving instant feedback and detailed reports to fix any tag issues quickly.
 

A tag is like a small piece of code that collects data and tracks specific actions on your website. It's a prominent part of Google Tag Manager and lets you use different tracking and marketing tools without changing your website's code directly. In G-tag Manager, you choose the type of tag you want, like Google Analytics, Facebook Pixel, AdWords Conversion Tracking, or custom HTML or JavaScript code. Each type has its settings and requirements for how it works.

Conclusion

Google Tag Manager helps marketers and website owners handle tags, track data accurately, and use data to make smart decisions that grow their business. When you understand how to use GTM well and follow the best ways of doing things, you can make the most of your digital marketing strategies and understand your audience better.