Google Tag Manager

Streamlining tag management for marketers

Google Tag Manager (GTM) is a free tool that allows marketers to manage and deploy marketing tags (small snippets of code) on their website or mobile app without needing to modify the underlying code. This means you can add and update tags for Google Analytics, Google Ads, Facebook Pixel, and other services without relying on developers. GTM simplifies the process of implementing and managing tags, making it more accessible for marketers who may not have a technical background.

Benefits of using Google Tag Manager

Ease of use

Google Tag Manager provides a user-friendly interface that allows you to add and manage tags without writing code. This empowers marketers to take control of their tracking setup and make changes as needed, without waiting for a developer to implement those changes. The drag-and-drop functionality makes it easier for anyone in the marketing team to use, regardless of their technical expertise. Once set up, managing tags becomes incredibly easy, giving you more autonomy over your website’s tracking.

Centralised management

One of the standout benefits of using Google Tag Manager is its centralised management system. You no longer need to navigate through multiple platforms to update tags or tracking codes. GTM allows you to manage all your tags in one place, ensuring that everything is organised and streamlined. This centralised approach helps keep your tracking setup clean and prevents the clutter of managing multiple scripts directly on your website.

Version control and testing

GTM offers version control and a preview mode, allowing you to test your tags before publishing them live. This is a huge advantage for marketers, as it ensures that the tags will work as intended without causing errors or disruptions to your website. With GTM, you can also revert to previous versions of your tags if something goes wrong, ensuring that your website remains functional while you troubleshoot any issues. This feature adds an extra layer of security and reliability to your tracking setup.

Flexibility

Google Tag Manager supports a wide range of tags, including Google’s own tags and third-party tags, and also allows you to create custom tags. This flexibility enables you to tailor your tracking setup to suit the specific needs of your business. Whether you want to track user interactions on a website, monitor e-commerce transactions, or integrate with other tools, GTM can handle it all. This adaptability ensures that marketers can implement sophisticated tracking without relying on custom coding.

Reduced reliance on developers

For most marketers, working with developers to implement tracking codes can be time-consuming and often leads to delays in execution. With Google Tag Manager, marketers can take control of this process and update or implement tags directly without needing a developer. This allows for quicker changes and more responsive adjustments to campaigns. Developers can focus on more complex tasks, while marketers can independently manage their tracking and reporting needs.

Limitations of Google Tag Manager

Learning curve

While GTM is designed to be user-friendly, there is still a learning curve involved in understanding its full capabilities. Marketers who are unfamiliar with tag management systems may find it challenging to understand concepts like triggers, variables, and data layers. The system can be overwhelming at first, and it may take some time to master the advanced features that are crucial for fully leveraging GTM’s capabilities.

Dependence on website structure

GTM relies heavily on your website’s structure to function correctly. If your website undergoes significant changes, it may affect the performance of your tags, requiring adjustments in GTM. Marketers need to ensure that the website’s HTML and layout are optimised for GTM to work seamlessly. If your website has a lot of custom elements, GTM might require more technical input to work effectively.

Privacy and compliance considerations

Implementing tags that collect user data requires careful attention to privacy laws and regulations, such as GDPR. Marketers must ensure that their use of GTM complies with these laws, especially when using third-party tags that collect personal information. GTM does offer features for managing user consent, but it’s the responsibility of marketers to ensure that all tags are implemented in compliance with privacy regulations.

As a head of growth and founder of two agencies, I’ve been using Google Tag Manager since its early days, and I can confidently say that it’s a game-changer for marketers who want to take control of their tracking setup. Six months ago, I was working with a team that relied on developers to implement tracking codes and tags, and it was a slow and cumbersome process. Once we started using GTM, everything became more streamlined and efficient. However, it’s not without its challenges, and here’s my perspective.

Why you should use Google Tag Manager

If you're a marketer looking to implement Google Analytics or other tracking tools without relying on developers, GTM is an invaluable asset. It allows you to set up and manage all your tags in one place, reducing the complexity of handling multiple scripts. GTM’s centralised approach ensures that everything is organised, and you can make changes quickly without waiting for a developer. The ability to test tags before publishing them and revert to previous versions if needed adds a layer of security that helps avoid errors on your website.

Another reason why I recommend GTM is the flexibility it offers. If you're running complex campaigns or tracking specific events, GTM allows you to create custom tags to meet your needs. You can track user actions, monitor conversions, or integrate with other tools—all without needing custom code. This flexibility is essential for B2B marketers who require detailed, accurate tracking to measure the effectiveness of their campaigns.

When you might reconsider using Google Tag Manager

Despite its many benefits, there are some limitations to Google Tag Manager. For starters, the learning curve can be steep, especially if you’re not familiar with tag management systems. Setting up complex tags or integrating with third-party platforms can take time to understand and implement correctly. If your website’s structure changes frequently or has custom elements, it can make GTM more difficult to manage, and you may need some technical assistance.

Additionally, GTM’s reliance on user data tracking means you must remain vigilant about privacy regulations like GDPR. While GTM offers features to manage user consent, it’s important to ensure that your setup complies with these regulations to avoid potential issues down the line.

If you’ve decided to implement Google Tag Manager for your B2B marketing efforts, here’s a step-by-step guide to help you get started and make the most of its features.

Setting up Google Tag Manager

1. Create a Google Tag Manager account: Go to the Google Tag Manager website and sign in with your Google account. After signing up, create a new account and set up a container for your website or app. The container is where all your tags will live.
2. Install the GTM container code: Once you’ve created your container, GTM will provide you with two snippets of code. Place one snippet in the <head> section and the other in the <body> section of every page on your website. This will enable GTM to manage your tags.
3. Set up your first tag: After you’ve installed the GTM container, you can begin setting up your tags. To create a new tag, click on “Tags” in the GTM interface, then click “New”. Select the type of tag you want to create (e.g., Google Analytics: GA4 Configuration), and configure it by entering the necessary details (e.g., your tracking ID for Google Analytics).
4. Set up triggers: Triggers define when and where your tags should fire. For example, you can set a trigger to fire a tag on all pages, or only on specific pages (like your thank-you page after a conversion). To create a trigger, click on “Triggers” in the GTM interface, then click “New” and set the conditions for the tag to fire.
5. Use variables: Variables allow you to capture dynamic values, such as the page URL or the value of a form field. To create a new variable, click on “Variables” in the GTM interface, then click “New” and define the variable’s value. You can use these variables in your tags and triggers.
6. Test your tags: Before publishing your changes, use the “Preview” mode to test your tags and triggers. This ensures that everything is working as expected and allows you to troubleshoot any issues before they go live.
7. Publish your container: Once you're satisfied with your setup, click on “Submit” to publish your container. This makes your tags live on your website.

Best practices for using Google Tag Manager

1. Organise your tags, triggers, and variables: Keep your GTM setup organised by using naming conventions and folders. This makes it easier to find and manage tags in the future.
2. Implement consent management: If you’re subject to privacy regulations like GDPR, make sure that you’re using GTM’s built-in features to manage user consent before firing tags that collect personal data.
3. Regularly audit your tags: Periodically check your tags to make sure they’re still functioning properly and are relevant to your current marketing efforts.
4. Leverage debugging tools: GTM has built-in debugging tools that allow you to test and debug your tags before they go live. Use these tools to ensure that everything is working correctly before publishing.

Conclusion

Google Tag Manager is a powerful tool that simplifies tag management and empowers marketers to take control of their tracking setups. By following this guide, you can leverage GTM to improve your B2B marketing efforts. However, it’s important to consider the learning curve and technical aspects of using GTM, especially if you’re working with a large or complex website. With the right setup and attention to detail, GTM can become an indispensable tool for tracking and optimising your marketing campaigns.