Google Tag Manager is a widely used tool from Google for advertising campaigns. Using this tool can help businesses measure and track the performance of their websites. As a result, they can optimize their marketing strategies and attract more potential customers.
Google Tag Manager is a tool that helps update and manage tags on a website easily and quickly.
The traditional method requires you to directly intervene in the website’s source code when you want to install code for tags such as conversion optimization, Google Analytics, Google Ads, Facebook Pixel, etc. This can be challenging for non-technical individuals and may pose certain risks to the website.
This is where Google Tag Manager steps in. It acts as an intermediary for you to install necessary tracking tags on your website without modifying the source code.
Google Tag Manager provides high efficiency in website management and marketing campaigns for businesses:
Google Tag Manager is a tool that helps businesses track and measure the performance of their websites. It enables easy, fast, and accurate tracking and measurement of metrics and marketing campaigns.
Google Tag Manager makes it easy for businesses to track and analyze customer behavior on their website:
Using Google Analytics tags helps businesses optimize marketing campaigns. From there, they can reach more potential customers and increase revenue. These tags offer many benefits such as:
Google AdWords and Facebook Pixel tags help increase conversion rates and support remarketing.
Google Optimize is a tool that helps website administrators optimize the business website to enhance user experience and increase conversions.
Google Tag Manager helps analyze user interactions to improve the quality of content of online stores.
Tracking user behavior with Google Tag Manager helps manage interested audiences for remarketing strategies. It allows businesses to store user information when they access the website
Google Tag Manager has a significant impact on SEO marketing on top of its benefits related to businesses’ conversion rates.
With Google Tag Manager, businesses can track and analyze user behavior. This enables the optimization of website content such as better-quality images, elements, content, and call-to-action (CTA) buttons. This can also improve metrics such as time on page and bounce rate.
Google Tag Manager allows for the implementation of automation codes. These codes optimize and save time for the schema building process. Additionally, the tool compresses these codes to improve website loading speed and performance.
After learning about its benefits, all that is left is learning how to set up and use Tag Manager:
Access the link “https://tagmanager.google.com” and click on “Create Account” to create a Google Tag Manager account.
In the “Add a New Account” section:
Tick the box to accept Google Tag Manager’s terms at the bottom and click Yes at the top right corner.
After accepting the terms, you will see 2 code snippets and instructions. To ensure the safety of the website, ask your IT department or website administrator to insert these 2 code snippets into the website.
If there is a designated place to insert the code on the website, follow the provided instructions. Otherwise, you will need IT assistance to insert the code.
Notes for inserting the tracking code: The first code snippet should be placed at the top of the <head> tag, and the second code snippet should be placed at the highest position within the <body> tag. After inserting, double-check to ensure that the code and website are functioning properly.
To conveniently check the tracking codes inserted into the website, use an extension called Tag Assistant (by Google). You can search for it in the Chrome Web Store or use this link.
There are two ways to check if the Google Tag Manager code is working on the website:
Method 1: Check with Tag Assistant (by Google)
After successfully installing this extension, access the website and click on the extension. It will display all types of code, including Google Tag Manager.
When a GTM account does not have optimized variables or tags, the button icon will be yellow. Once variables and tags are added, the button icon will turn green.
Method 2: Check with Tag Manager Preview
First, open the Tag Manager and website tabs, click on Preview in the top right corner of the screen. Then, refresh the website and you will see the Preview section at the bottom of the webpage.
After successfully registering an account for your website, you can implement and install some tools integrated with it.
Step 1: Access Google Analytics, then go to Admin > Select Property > Property Settings to obtain the tracking ID.
Step 2: Create a variable for setting up Google Analytics: Log in to Google Tag Manager and go to Variables > New. Click on the Configuration Variable and select Google Analytics Settings.
In the Tracking ID field, paste the ID obtained from Google Analytics and name the variable, then click Save.
Step 3: Create a tag to trigger Google Analytics. In the left menu, select Tags > New. Find the Tag Configuration field and select the Google Analytics – Universal Analytics tag. Once you have done that, configure the following:
Next, in the Triggering section, click and select All Pages. Give a name to the tag and click Save.
Step 4: After completing all the setups, click on Submit > Publish > Continue in the top right corner to finish installing Google Analytics.
Step 1: Obtain the Conversion ID from Google Ads. Access Google Ads, go to Tools & Settings > Audience Manager. In that section, go to Data Sources and click on Tag Setup of Google Ads Tag and follow these steps:
Step 2: Set up the Google Remarketing tag. Log in to your account > Tags > New. Configure as follows:
Step 3: After completing all the setups, click on Submit > Publish > Continue to publish. To ensure the tag is functioning correctly, use the Tag Assistant (By Google) extension to perform a check.
1. Log in to your Google Tag Manager account, go to Variables > Configure.
2. Check all the options under Clicks and Scrolls.
3. In Triggers > New, assign a name like “Click Hotline.”
4. In the Trigger Configuration field, select All Elements under Clicks. Then, tick Some Clicks and configure the three fields as follows:
5. After creating the trigger, you need to create a tag for it in the Google Analytics section.
The process is similar to the Click Hotline and Button tracking event. In the trigger section, select Scroll Depth under User Engagement. Then, give a name to the trigger.
Tick Vertical Scroll Depth, enter the desired percentage to measure, and select Some Page Views.
At the bottom, there are three fields for configuration, choose these three options respectively:
“Page URL + contains + Web page URL to measure”
After completing the setup and publishing, access Google Analytics to create a tag for this trigger. Measure scroll depths such as 10%, 40-50%, and 90% to gain a comprehensive understanding of how users interact with your website.
You can check if your Tracking Events are working by accessing the website. Click on the hotline or scroll then use Tag Assistant to verify.
Alongside the benefits it brings, Google Tag Manager is not without limitations:
Here are some common questions that arise when using the tool:
In addition to Google’s products, it works well with various platforms and tools. You can add code to use tags like Hotjar, Facebook Pixel, Twitter Universal Tag, and more.
Currently, there are two options for Google Tag Manager: Free and Paid (Tag Manager 360). The choice between the two depends on your requirements. For larger businesses, consider Tag Manager 360 to fully leverage all features.
You do not need coding knowledge to use the tool. When setting up information in Google Tag Manager, Google provides you with code snippets to insert directly into your website. However, having basic coding knowledge can make the process easier.
Using this tool may slow down the website’s loading speed. However, the benefits that it brings outweigh this drawback. You can address this issue by using plugins to optimize the website’s loading speed.
Not only does it have no negative impact on SEO, but it also provides many benefits for your campaigns.
Tag Assistant shows yellow in two cases:
This tool collects information through deployed services and tags. Google uses user data to maintain and improve its services. With that said, they will not share user data without your permission, as described in their privacy policies.
We hope that the knowledge provided by On Digitals about Google Tag Manager will help you understand the concept, create an account, and set up tags. If you still have any questions or need advice on building campaigns for your online store, feel free to contact On Digitals.