Google Tag Manager

Tag management is a critical aspect of SEO management but is often overlooked or underestimated by many businesses. One reason for this is the traditional difficulty of maintaining up-to-date tags and ensuring that web content is accurately tagged from the start. The Google Tag Manager (GTM) aims to simplify this process through a centralised dashboard, making it an essential tool for businesses looking to streamline their online operations.

What Are Tags?

Tags are small snippets of code embedded in your website or mobile app that collect and share data with various services. In the early days, only a handful of tags might have been needed, but the rapid evolution of web and app design has significantly increased their use and complexity.

A common example of a tag is the Google Ads or Google Analytics tag, which sends information to Google about the performance of your PPC campaigns or website activity. Modern websites can include dozens or even hundreds of tags, so maintaining them effectively is crucial for site optimisation and data accuracy.

The Basics of Google Tag Manager

Google Tag Manager is a tool that helps manage all the tags on your website or mobile app in one convenient place. It offers a user-friendly interface that simplifies the deployment and control of tags, eliminating the need for manual code editing. This not only saves time but also reduces the risk of coding errors, which can disrupt site functionality or compromise data integrity.

The tool uses a combination of triggers and variables to control when and how each tag operates. For instance, tags can be set to ‘fire’ when a user visits a page, clicks a button or performs a specific action. This allows you to tailor data collection according to your business needs.

Examples of Tag Functionality

Tags can be set to activate for various reasons:

Page View: A tag can fire whenever a user opens a specific page on your site.
Event Tracking: You can create tags that activate when a visitor performs a specific action, such as clicking a ‘Buy Now’ button or filling out a contact form.
JavaScript Data Layers: GTM supports data layers, which help manage the type of information your site collects. This feature, combined with triggers, allows you to monitor events in real-time and send data to platforms like Google Analytics.

Setting Up Google Tag Manager

Setting up Google Tag Manager is straightforward, especially if you’re already familiar with Google Analytics. Here’s a step-by-step guide:

Create Your Account: Sign up for GTM and create an account.
Create a Container: A container is a collection of tags for your site or app. Create a new container for your website.
Add the GTM Code to Your Site: GTM will generate a unique code snippet that you need to insert into the <head> section of your website’s HTML.
Migrate Your Tags: Once your container is set up, you can begin migrating your existing tags into GTM for easier management.

The process for mobile apps is similar, but you should select the app option when setting up your container.

Why Use Google Tag Manager?

With websites and mobile apps becoming increasingly complex, using a dedicated tag manager is essential for maintaining optimal performance and functionality. Here are the key benefits:

Centralised Management: Monitor and adjust all your tags from one dashboard.
Efficiency: Quickly deploy new tags and modify existing ones without needing a web developer.
Reduced Errors: Automated tag management minimises the chance of coding mistakes.
Improved Performance: Proper tag management can boost site speed and ensure smoother data collection.