What Is Google Tag Manager

Google Tag Manager (GTM) is a tag management software — a tool that allows you to add/delete/modify code on your website without the need for programming knowledge.

The current trend in digital marketing is to deploy a piece of code or tags from the different softwares that you use. For example, if you want to track your website’s traffic and user’s behaviors, you need to install Google Analytics.

To do so, you need to install a code that looks like this:

<!-- Global site tag (gtag.js) - Google Analytics -->
<script async src="https://www.googletagmanager.com/gtag/js?id=UA-12345678-9"></script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());

  gtag('config', 'UA-12345678-9');

This comes with an instruction to add it to all pages on your site before the closing head </head> tag.

Now imagine adding the Facebook Pixel to your website as well. What about your CRM software or your email marketing software? What about your live chat software?

That is a lot of code changes.

Traditionally, this is added by programmers/developers manually. Marketers give the code to be added and where to add it. Then, the programmer/developer comes back to you in 1-3 weeks to say that they’ve added it.

Using GTM to manage all these code implementation/changes makes it simple.

Main Benefit of Using Google Tag Manager

Using GTM eliminates all these unnecessary steps. Instead of going through a lot of time and effort coordinating with 3rd parties, you can easily implement and manage all these without the downsides.

All you need to do is give them the GTM code to install. Once that is installed, you can use GTM to handle all additions/deletions/changes of code inside it.

You can set the code to be added on the page with simple copy-paste from your tool. You can easily apply the rules or firing conditions in which they appear.

For example, if you want to add the Facebook Pixel code on your website, you simply copy the code from Facebook, create a tag in GTM, and add the code.

Then, since the basic implementation of the Facebook Pixel is to add it on all pages, you simply choose the all pages option from the trigger.

  1. Add a New Tag
  2. Change the Name
  3. Add the Code as Custom HTML
  4. Use All Pages as the Trigger
  5. Save

If you need to create edits, or modifications, you simply choose the tag and edit it directly.

Once you hit publish, all the changes will be live.

No need to send it off to your programmers/developers. No need to wait for weeks for a single change or implementation.

That’s how you use Google Tag Manager to implement new code to your website. Of course, there are a lot more you can do with GTM like using it to create events that you push to Google Analytics, or use the Data Layer to gather more information to your reports. But that’s for another time.

Are you using GTM on your website? Does implementing a new software take you so long because your developers and programmers take a while to get back to you?

Let me know in the comments below!

Ariel Lim

Management consultant / MBA / Inbound marketer who helps startups generate leads, create and execute strategies.