What is Google Tag Manager (GTM)?
What is
Google Tag Manager (GTM)? The collection of data using tools such
as Google Analytics is essential to expand the online reach of your company, convert potential customers into customers, and optimize a marketing
strategy.
What is Google Tag Manager (GTM)? |
The tags (tag) are fragments of code that is inserted
in JavaScript format in the HTML of your website to
extract certain information.
The information in the tags includes how long users visit a
page on your website, submitting forms, how they got to your website, what
links they clicked on, or even which products they removed from the cart.
Each tag tracks something different, for example, you can
create a tag just to see how many people fill out the form on your contact
page. This tag can send more precise information to Google Analytics,
Adwords or another.
Unfortunately, encoding labels manually can be a tedious and
difficult process. With Google Tag Manager, the whole tagging process
becomes easier. All you have to do is insert code into your site pages
once and then each time you want to create a tag, Google Tag Manager will
encode it and insert it for you.
Basic vocabulary of Google Tag Manager
Tag "tag":
It is a piece of code that must be activated on a
website. It can be a tracking code, some code snippet that changes the
text, whatever. When you create a tag, you tell the Tag Manager to
"do this", "do that", "track visits to this visitor's
page", "track this click and send to Google Analytics", and so
on.
Trigger:
It is a condition in which a tag must be
triggered. Should a tag be activated on all pageviews? Or maybe on
certain clicks? All of these examples are triggers. When a particular
condition or set of conditions is met, a trigger is fired and all tags linked
to it are sent.
Variables:
They are little helpers that can be used in labels, triggers , or even other variables. A variable can contain a single piece of data
such as the page URL, website domain, product id, and so on.
What are the benefits of Google Tag Manager (GTM)?
1. Rapid implementation of tracking codes
You can do it yourself without having to edit the website
code and rely on a web developer.
2. All tags are controlled in one place, your GTM account
In the past, all tags were encoded directly in the website's
source code. Thanks to Tag Manager, this process is easier: all tags are
controlled in one place.
3. Third-party and built-in testing tools
Tag error and bug fixes are simplified by Tag Manager's
preview and debug mode, showing which tags are triggered on a page and which
are not. It also includes information about the triggers that trigger the
tags and the data contained in the tracking tags, ensuring that your tags are
working before publishing them on the live site.
4. Event tracking
Google Tag Manager includes a feature called automatic event
tracking. Once a certain trigger is enabled in Tag Manager, you will
automatically start to see specific website interactions.
The basic events that you can perform by default in Google
Tag Manager are based on: clicks, link clicks, form submissions, etc.
More complex events require the participation of a
developer.
5. Ready-to-use label templates
Google Tag Manager comes with a number of built-in tags
important for Classic and Universal Analytics, Google Ads conversions,
remarketing, and more. This allows someone with little coding knowledge to
customize the tags without implementing complicated code.
Conclusion
Collecting the data of your users is essential and thanks to
tools such as Google Analytics and Google Tag Manager, you can
analyze the online reach of your company, convert potential customers into
customers and optimize a marketing strategy.
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