Implementing Google Tag Manager — What You Need to Know

SEO managers keep adding tags to websites to enhance their tracking, optimization or other functionality, crowding the pages and making things harder to manage. Google Tag Manager eases out this problem. Read on to find a step-by-step guide for working with Google Tag Manager.

Google Tag Manager, which has been around since 2005, is a free tag management solution for SEO experts. It enables you work on the code snippets associated with the website and relieve the development team for more complex tasks.

Understanding the Tag

A tag is just a code snippet that helps you learn about user behavior, measure traffic, and monitor online campaigns. The code provides you all the necessary information for making effective decisions regarding digital marketing strategy. A few examples of tags include Google Analytics, AdWords, Floodlight, AdRoll, Crazy Egg, among others. You can also create any number of customized tags. However, all these different tags make it confusing and this is where the Google Tag Manager moves in.

Well-organized tags and code snippets help improve user experience, helping you keep the site up and running efficiently. Redundant or incorrectly applied tags can distort your measurement, resulting in duplicate costs or missing data. Using Google Tag Manager enables you eliminate these problems.

Along with tagging, the tag manager also lets you change configuration values of the mobile apps created. For instance, you can easily change configuration values of ad position, timeout, game play dynamics, etc.

Here is a step-by-step guide for working with Google Tag Manager:

Step 1: Setting up the Container

Most websites use a container for each website or mobile app. It is always better to include your domain, but in case you have a blog or specific landing pages where you want to use the GTM, then you can put those URLs in the same container if they are subdomains.

Step 2: Adding Code to the Website

Once the account and container is created, click on the blue-marked text to arrive on a new page with a snippet of code. This code should be pasted onto every page of the website where you want to use the GTM. You will also find a few options to add tags at the bottom of the page.

Step 3: Adding Tags Including Analytics

Fill in the information about the Analytics account. The tool may require information such as the type of account as well as Analytics ID. In case of Google Analytics ID, if you don’t know it, the page will instruct you how you can find it.

Step 4: Adding a Firing Rule

The Firing feature enables you to add certain rules that you may want your Tag Manager to know. You may choose from the existing set of rules, or create a new rule. For beginners, selecting All pages is a good option, unless they know the nuances of the feature.

Advanced Settings in the feature allow you to add different versions to each container.

Step 5: Clicking Publish

The GTM will show you a preview of what has been setup and you can click Publish.

You can go back to the GTM dashboard anytime to add new tags, or introduce changes to the containers. As all the tags are at single place, it becomes more beneficial to use the tool.

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