Let’s Go Over How Google Tag Manager Works…
There are three main parts to Google Tag Manager:
Tags: Snippets of Javascript or tracking pixels
Triggers: This tells Google Tag Manager when, where or how to fire a tag
Variables: Additional information GTM may need for the tag and trigger to work
What are tags?
Tags are snippets of code or tracking pixels from third-party tools. These tags tell Google Tag Manager what to do.
Examples of common tags within Google Tag Manager are:
Google Analytics Universal tracking code or GA4 tracking code
Adwords Remarketing code
Adwords Conversion Tracking code
Heatmap tracking code (Hotjar, CrazyEgg, etc…)
Facebook pixels
Custom HTML scripts
Cookiebot and other GDPR data privacy scripts
What are triggers?
Triggers are a way to fire the tag that you set up. They tell Tag Manager when, where or how to do what you want it to do. Want to fire tags on a page view, link click or is it custom?
Examples of common triggers within Google Tag Manager are:
Pageviews
Links clicks
Form submissions
Scroll depth
Custom events
What are variables?
Variables are additional information that GTM may need for your tag and trigger to work.
Those are the very basic elements of GTM that you will need to know to start managing tags on your own.
If you’re bored reading this right now, you won’t have any issues managing your tags. If you are completely lost, you are going to need help from someone more technical.
What are the benefits of Google Tag Manager?
Once you get over the learning curve, what you can do in Google Tag Manager is pretty amazing. You can customize the data that is sent to Analytics.
You can set up and track basic events like PDF downloads, outbound link clicks or button clicks. Or, complex enhanced eCommerce product and promotion tracking.
Other perks:
It may help your site load faster depending on how many tags you are using.
It works with non-Google products.
Flexibility to play around and test out almost anything you want.
All third-party code is in one place.
GTM has a preview and debug mode so you can see what’s working and what’s not before you make anything live. It shows you what tags are firing on the page. Love this feature!
What can you track in Google Tag Manager (GTM)?
Events (link clicks, PDF downloads, add to cart click, remove from cart click)
Scroll tracking
Form abandonment
Shopping cart abandonment
Video views tracking
All exit link clicks
And more…
Your turn. What do you think of Google Tag Manager?
Google Tag Manager can definitely make your business easier if you are willing to use it