Google Tag Manager (GTM) allows you to tag your website or landing pages so they can be triggered every time a user visits a specific page. Coupled with Google Analytics, GTM is a useful tool for collecting and analyzing data. By managing all the tags on your website or landing pages, you can effectively and efficiently create digital marketing strategies that you can adapt and scale based on the data that you receive from your tags. Here are three important things to keep in mind so you can get the most out of Google Tag Manager:
1. Account structure. With Google Tag Manager, it is very important that you structure your account correctly so that it can serve accurate data from the tags. Once you log into GTM, you can create accounts. There is one domain per account. In that account, you create a workspace where you input a container code on your website. Sometimes this can be done utilizing a plug-in if you are using a WordPress website. Once you add this container code, you can add a tag based off a certain tag type. From there, you enter a conversion ID from your Google Ads account and choose which pages you want the tag to trigger. Usually, these pages are your landing pages. For better visibility and accurate data, I would suggest tracking conversion pages after a visitor has completed their purchase or downloaded the piece of content they were looking for. That way, you are not just tracking the users that visited the page, but the users that converted once they viewed the page.
2. Utilizing variables. GTM has variables that serve as a placeholder for values that populate in both triggers and tags. Those variables help capture when a tag should trigger an activity and captures the value of a transaction or product ID. Google has both built-in variables and custom variables. Built-in variables are predefined and handle the need for tag and trigger configurations while custom variables can be built to suit specific requirements, whether it’s a multiple domain website or page titles. Utilizing these variables will allow you store a value across both Google Analytics and Google Tag Manager.
3. Testing, testing and more testing. Before your GTM workspace is published, you can preview it before you set it live. In the preview phase, you can preview and debug your tags, triggers and variables so that you are tracking your data correctly and efficiently. You don’t want to just set up the workspace and look for tracking only to discover that it’s not tracking accurately. So, preview it and debug it, if necessary. Once GTM has gathered some data from your website and landing pages, you can utilize this data to make your marketing efforts more successful.
Google Tag Manager can be somewhat tricky to work with initially, but once you get the hang of it, it provides valuable data that can provide much needed insight into your digital marketing campaigns. The tags and triggers help you to see whether an item is removed from a cart or how people are arriving at your site, and they can allow you to monitor form submissions and even file downloads.