
Google Tag Manager, commonly known as GTM, is a powerful tool that enables an enterprise to manage and deploy marketing tags, or code fragments, on the website or app without directly altering the code. In easing the tag management process, GTM saves time, reduces errors, and thus secures better data for decision-making.
In this comprehensive guide, we will discuss the benefits of using Google Tag Manager, show you exactly how to set it up, discuss some common mistakes to avoid, and share some best practices to help you squeeze the most out of this tool.
Benefits of Using GTM
Streamlined Tag Management
With GTM, you can add, edit, or remove tags without developers’ help. This flexibility reduces coding dependency and speeds up the implementation process of marketing initiatives.
Improved Website Performance
Using GTM ensures that your tags are efficiently managed and loaded asynchronously. It improves website performance by minimizing the impact of heavy or poorly implemented tags on page load time.
Enhanced Integration with Google Tools
GTM seamlessly integrates with tools like Google Analytics and Google Ads. It makes setting up features like Google Ads conversion tracking and advanced Google Analytics setup easier, ensuring accurate and reliable data collection.
Debugging and Testing Features
GTM includes a built-in debugging console that allows you to test and validate tags before publishing them. It reduces errors and ensures that your tags work as intended.
Cost Efficiency
Since GTM requires minimal technical expertise, businesses can reduce their reliance on external developers or IT teams, saving time and money.
Steps for Setting Up GTM
Create a Google Tag Manager Account
- Visit the Google Tag Manager website and sign up for an account.
- Create a new container for your website or app and copy the provided container code snippet.
- Paste the container code into your website’s HTML’s <head> and <body>
Set Up Your Tags
- Once the container is installed, log into GTM and navigate to the “Tags” section.
- Click “New,” select the type of tag you want to create (e.g., Google Analytics setup, Facebook Pixel, or custom HTML), and configure its settings.
- Specify the trigger for the tag, such as page views, form submissions, or button clicks.
Configure Triggers and Variables
- Triggers define when a tag should fire. Common triggers include page views, clicks, or specific URLs.
- Variables provide additional data to your tags. For example, a variable might store the value of a form field or the URL of a clicked link.
Test Your Tags
- Use the Preview mode in GTM to test your tags and ensure they are firing correctly.
- The debug panel will display which tags fired, their triggers, and any errors that occurred.
Publish Your Changes
- Once you’ve tested and validated your tags, click “Submit” to publish them live on your website.
Common Mistakes to Avoid
Skipping the Debugging Process
Always test your tags before publishing. Skipping this step can lead to tracking errors, inaccurate data, or broken website functionality.
Overloading the Container with Tags
Adding too many tags to your GTM container can slow your website and complicate management. Prioritise essential tags and review your setup periodically.
Not Defining Specific Triggers
Using overly broad triggers can cause tags to fire unnecessarily, leading to messy data. Ensure that each trigger is tailored to its specific purpose.
Neglecting User Permissions
Failing to set appropriate user permissions in GTM can expose your setup to unauthorised changes. Assign roles carefully to maintain control and security.
Improper Configuration of Google Ads Conversion Tracking
Incorrectly setting up Google Ads conversion tracking can result in lost conversion data. During setup, double-check your conversion IDs, labels, and triggers.
Best Practices for GTM
Organise Your Workspace
- Use clear and consistent naming conventions for tags, triggers, and variables.
- Group similar tags together and label them according to their purpose, such as “Analytics Tags” or “Ad Tracking Tags.”
Use Built-in Tags When Possible
Take advantage of GTM’s library of pre-configured tags, such as those for setting up Google Analytics and tracking Google Ads conversions. These tags are optimised for optimal performance and are easier to implement.
Version Control
Whenever you change GTM, create a new version and include a descriptive name. It allows you to track changes and roll back to previous versions if needed.
Leverage GTM Templates
Custom templates can standardise your tags and simplify the implementation of complex tags. Explore the GTM community template gallery for valuable options.
Regularly Audit Your Tags
Conduct periodic audits to identify redundant or outdated tags and triggers. Removing these can improve website performance and reduce confusion.
Enable Google Tag Manager’s Built-in Variables
Activate built-in variables like Page URL, Click Text, and Referrer to enhance your tracking setup without extra configuration.
To Conclued
Google Tag Manager will help organisations take digital marketing to the next level. From efficient tag management to seamless integrations with tools like Google Analytics setup and Google Ads conversion tracking, GTM truly empowers marketers with control and flexibility.
Following the steps mentioned above for setting up, avoiding some prevalent mistakes, and following best practices will ensure that your implementation of GTM is robust and bug-free. Whether tracking users’ behaviors, optimising ad performances, or improving site functions, GTM has become a ‘must-have’ tool in every marketer’s digital toolkit.
Get started with Google Tag Manager today with Daily Bread Consultancy and unlock new possibilities for data-driven decision-making and marketing success!