What is Google Tag Manager?

Updated January 13, 2023

Reading Time: 2 minutes

Tracking for Intelligence

Getting accurate website data is critical for online marketing, from setting strategy to tactical execution. Google Tag Manager enables marketers to reliably capture that information. In this post I’ll explain what Google Tag Manager is and why it can be powerful for the marketing department, eliminates the need for IT coding, and provides insight for management.

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Life Without Google Tag Manager

Tracking elements on a website is critical for marketing optimization. Understanding how your visitors navigate and use your site is elemental. Without this insight, how can you improve usability and engagement?

Websites typically have code that runs in the background collecting data by using java script in site code. Making changes to this code can be cumbersome and errors are not uncommon. Plus, more code on a site bogs it down, slowing site speed which is bad for users (and SEO).

Tracking Simplicity

Rather than using java script on every page to collect information like conversions and scrolling behavior, Google Tag Manager utilizes a different model. A “container” resides on each page. When a user visits your website, the most current tag configuration is sent over to the user’s browser with instructions on what tags should “fire.”

What’s Included

Google Tag Manager is free. It was built to accommodate even the most complex enterprise-level websites. It also works with:

AdWords Conversion Tracking & Remarketing
Google Analytics
DoubleClick Floodlight
Tools like HotJar
Standard website platforms and mobile sites
One interface to manage all tags to avoid duplication and ensure tags work together

Ready to get started? Here’s a 3-minute video that explains how Google Tag Manager can help Webmasters and marketers.

Retain Control

Google Tag Manager requires creating an account. We recommend that our clients open an account and then grant access to their online marketing agency. That way you retain control of your data.

Do you use Google Tag Manager? Do you have a success story to share?