Google Tag Manager and Why It’s Important for Online Advertisers

Google Tag Manager

When it comes to marketing campaigns measuring results is crucial. As we know, the purpose of those campaigns is to increase business profits by investing in different techniques to reach more potential customers and eventually turn them into clients.

The return on investment of each marketing campaign can be measured properly if the right data is collected. Now comes the big pain – how the data is collected. There are plenty of tools out there to help marketers collect all kinds of information on their customers’ behaviour and, believe it or not, it takes a lot of resources to set up and manage them all effectively. Usually, you need a marketer and a developer at least, sometimes designers and UX specialists, even SEO consultants. An it takes time which is longer than you expect.

Fortunately, Google has come up with a solution which saves a lot of time and hassle. It’s called Google Tag Manager.

What is Google Tag Manager?

Basically, it’s a tag organizer. Let’s take a step back. What’s a tag? This is the little snippets of code you get when setting up an account in a chosen tracking tool such as Google AdWords, Bing, Google Analytics, Crazy Egg, and so on. You need to implement those snippets into your website’s pages in order to track visits, clicks, overall performance, and whatever you can think of.

It’s important to remind that the more tracking tools, i.e. code snippets you implement the slower your website’s pages become. We’re sure that there’s not even a single person who likes slow loading websites.

So, Google came up with a smart and (kind of) simple solution – Google Tag Manager (GTM). All you place on your website’s pages is one small piece of code – the one that the GTM provides you with. It’s a javascript code that manages all other tags you want to implement. Said in other words, everything else is fired by GTM depending on the parameters you’ve set. A good example is when you want to track clicks on a specific button which lead to a specific page and ignore all other clicks on that button which lead to other pages.

Why Utilize Google Tag Manager?

First and foremost, it’s free. All you need is a Google account which you may already have if you use Analytics or AdWords. Here are other pretty solid reasons to consider:

Optimising web page load time

As already mentioned, you place only one code snippet to all the desired pages of your website. Everything else is set up and managed via GTM’s powerful and easy-to-use dashboard. Additionally, the tags fired by GTM load asynchronously by default which means each tag fires whenever it’s ready and doesn’t wait for any other to load. This drastically reduces page load time.

Reduces setup time and the need of a developer

You’ll need a website developer only to implement the GTM code while you can set up everything else alone. This is maybe one of the best features as it allows IT’s to focus on more important projects while marketers can do most of the things themselves. You save time on waiting for the developer to implement whatever changes you need as you can do it yourself. However, it’s worth mentioning that if you want to implement more complex custom tags you may need some IT help.

Easy A/B test setups

You can manage A/B tests easily and track their results quickly. Well, you will need some IT support here but only to wrap up the code of the different versions. Then you can easily trigger the versions depending on your target audience and goals, change parameters whenever you want, stop the test and measure results at any time without the help of the IT department. All happens with a few clicks via GTM’s dashboard.

Ideal for small businesses

Some businesses can’t afford an IT department or to have the support at hand at any time. GTM reduces the need of techies to minimum decreasing costs on development and saving time on waiting and long e-mails of explanation.

It’s flexible

You can use GTM to manage tags on websites, iOS and Android apps, even on accelerated mobile pages. You can track everything you want however you want it. Moreover, GTM allows you to add Javascript to your web pages so you can easily change button colours without the need to “develop” the entire page. You can add even structured data to each of your page and it will be found by the search engine and not considered “a bad practice”.

Plenty of predefined tags

GTM offers a wide variety of predefined tags including all relevant Google products. Moreover, the list continues with plenty of third party tools such as Adometry, ClickTale, Crazy Egg, LinkedIn Insights, Twitter Universal Website Tag, and much more. With all these, setting up the most important tracking parameters becomes a piece of cake.

Real-time preview and debug

You can quickly and easily check and test if everything is okay, and debug if necessary, before publishing anything.

Google Tag Manager is a powerful tool which will help you easily setup and track user behaviour on your websites or apps. It allows you to track everything from visits and clicks to form submissions and phone calls. You know what this means – more and accurate data on your customers organized properly in just one report. And all that with minimum help from the IT department.