Google Tag Manager is a script manager that is gaining popularity. It simplifies the code insertion process by installing a script that handles everything that used to be submitted manually. This not only helps prevent script issues from occurring throughout your site, but also allows someone without technical knowledge to implement codes without the help of a developer (although you should still have one on standby).
The goal of Google Tag Manager is to help organize scripts in a logical way and make managing things more efficient. This starts with coming up with a list of all of your current script functionality and developing a plan to migrate your scripts to Google Tag Manager. Once that plan is developed – we recommend an Excel document or Google Sheet to stay organized and manage what you expect to see in Analytics and tracking platforms – the job is to move all the scripts.
We’ll execute these tasks for you and provide you with a much more manageable script situation where you will improve accuracy and rely less on technical knowledge. Our team can also train you on how to make basic updates in GTM to add useful scripts such as conversion scripts, universal tracking scripts, and basic events.
While GTM is a great tool and is less technical than managing code, there is still a learning curve and having a knowledge of coding practices and being comfortable with looking through source code is very helpful for many tasks.
Here’s a few more great things about Google Tag Manager:
- Advanced Functionality – You can do a lot more with GTM than simple tag firing. We can help you make use of the Data Layer to add custom dimensions and metrics to Google Analytics, remarketing lists, and other tracking software. Integrate e-commerce, personalize website results, and more.
- Future Proof – Google is a big name, and their scripting tool isn’t going to go away overnight or suddenly become extremely expensive. It’s something you can count on.
- Version Control – The most recent version of Google Tag Manager includes version controls, notes, and functionality for multiple users to help keep your changes organized.
- Permissions – Just like Google Analytics, you can provide different users with different levels of authority. Allow users to view tags, edit them, or publish. As the owner, you stay in control of your account (and we’d be added as a manager).
- Site Speed and Code Cleanliness – Using GTM also cleans up your code and speeds up your site. Since it runs alongside your website, things should load and run faster. It also keeps you from firing things in the wrong order or making big coding errors.
- Debugging and Testing – Rather than going live and then testing your site (potentially messing with your data, unless you use a testing environment or a different GA property), you can use the debug and preview tool to test and see if things are working first.
Overall, we love when clients want to switch to Google Tag Manager. Not only is it a cleaner solution, but it also allows us to execute a lot of advanced tracking without bothering or worrying developers.
Since triggers and variables are reusable, it also speeds up implementing new scripts and tags.
Ready to make the switch? Contact us at email@example.com for an assessment of your current tracking system and a quote on what the effort would be to build an effective system within GTM.