In fact, everything starts with the term tag management itself. In order to measure certain actions/events on a website, you basically need to place specific pieces of code in the HTML structure, called tags. These pieces of code can then in turn capture data and forward it to reporting tools, such as Google Analytics.
The process to create and integrate these tags used to be done by IT professionals and developers by manually placing pieces of code in a website structure. It sometimes took a long time to let this go back and forth to or Development over and over again. GTM is a tool that just offers a solution for this. As a marketer, you can easily create these tags yourself in a user-friendly interface, without the need for coding skills.
“far too few people know Google Tag Manager (GTM). They don't know what it is and even less what great benefits and benefits its use can bring to their marketing. “
Everyone who is active on the internet experiences it every day. Your surfing behavior is closely monitored. You get ads and messages related to your recent browsing habits.
Tracking is the surveillance, measurement, collection and analysis of the behavior and actions of website visitors. The information collected via tracking is forwarded to a third party, in this case Google, where it is stored as “data sources”
The tools to which the tags refer, e.g. Google Analytics, Google Ads, Facebook Pixel, Floodlight, Linkedln... are also stored as “data sources” in the entirety and linked to the “data source” with the tracked info.
Tracking tags are pieces of code that are added to your entire site or individual pages.
They not only track and store the data, but also refer to underlying tools for analysis (e.g. Google Analytics, Facebook Pixel, Floodlight, Linkedln) and marketing campaigns (e.g. targeted advertising via Google Ads).
These tools are also stored as “data sources” and brought together in one whole with the “data sources” with tracked information.
There are many different tags, all of which collect and analyze different data, from Google but also from others.
If you have a website, you want more and more visitors. You want them to stay active on your site for a long time and actually click on all clickable items. In addition, if you have a webshop, you want them to buy all, preferably a lot of them.
To achieve this, you must become Big Brother yourself. This means you need to know everything about your visitors and how they behave on your website.
(*) A bounce has left your website after visiting just a single page.
Once you have determined what data you want to measure and analyze, you will use the appropriate tracking tags for this purpose. They are going to make sure that you
Google Tag Manager (GTM) is just a managing system.
It only stores and manages “third-party” code. No analyses are done and no reports are generated.
So it's completely different from tools like Google Analytics, where performing analytics and generating reports are core functions.
Google Tag Manager (GTM) is a free tool (tag management system). Through a dashboard, it offers a platform to quickly deploy, manage and update various types of tags on your website or page, in a fairly simple way, without having to change the source code of your site or page.
It brings together the tags and measured data used for your site or a page in one “container”. This container therefore contains all the elements for a thorough analysis and for carrying out the resulting actions.
Without GTM, all the tags used must be programmed into the source code by the web developer. This is cumbersome, time-consuming and costly.
In the example below, the “container” created with GTM includes:
In advance
You must make a distinction between
Getting GTM as a tool on your website requires a “one-off installation”. Although this is not that difficult in itself, it is best to let your web developer do it. It only has to happen once. It is the basis that is quite flawless.
Adding or removing tags via the GTM dashboard, automatically inducing the associated analysis and marketing programs, is indeed easy. If you've done it once for one tag, you can do it for all tags But there's more...
If you want to do “event tracking”, you still need to have some knowledge of what events are and how, for example, Google Analytics works, what data you can track with events, what the reports in GA look like and how to name categories, actions and labels.
If you want to use Facebook Pixel (adding a tag via GTM is quite easy), you still need to understand more or less how FP works.
The ability to efficiently use the analysis and marketing programs induced by the tags set with GTM has nothing to do with GTM. Nor is it the goal of GTM.
Acquiring in-depth knowledge of, for example, Google Analytic, Google Ads, Google Optimize, Facebook Pixel, Floodlight, Linkedln, Twitter... or one of the many others Aside from GTM is a stand-alone task.
Although managing multiple tags in GTM is “easy” in itself, you still have to take into account a learning curve. As described above, this mainly has to do with settings and knowledge of the analysis and marketing programs.
