New to Marketing Analytics?

For those new to marketing analytics, data gathered from your website can be sent to different platforms to be viewed and analysed.

This data is sent through small pieces of code called “tags” which live in the code of your website. Google Tag Manager (GTM) offers a way of running this code outside of your website, speeding up your site and letting you manage all your tags in one, easily accessible place.

What is Google Tag Manager?

Google Tag Manager is a tool forming part of the Google Suite. It was designed to provide more transparency on the use of marketing analytics tags to marketers and developers. By removing the need to edit a website’s source code, tag management can be controlled by marketers, without the need for developer involvement.

Google Tag Manager works on a simple If This Then That (IFTT) model, which allows the use of customisable triggers to control when a tag is fired. This offers more flexibility and control of the usage of marketing tags on your website.

For example, if a user clicks your email address, GTM could fire the tag which sends an “email click” event to Google Analytics.

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What are the benefits of Google Tag Manager?

The main benefit of Google Tag Manager is removing the need of a developer’s time when managing the marketing tags on your site. This allows for faster implementation and less resource wastage on development time.

Alongside this, running your tags through an external platform actually speeds up your website by minimising the amount of code which needs to run each time a web page loads. The knock on effect is a better user experience and a faster site, which Google considers a ranking factor, helping you with your Search Engine Optimisation (SEO) Essentially, a faster site will rank better than its competitors if all other factors were the same.

Is Google Tag Manager easy to install on your website?

Google Tag Manager functions through the installation of a tag of its own. This snippet of code is added to the template for every page on your website, allowing GTM to trigger tags for other marketing analytics platforms, such as Linkedin Insights or a Facebook Pixel.

As such, the installation is quite simple, manageable by developers and technically adept marketers, such as the experts at Digital Ethos.

Speed up your site and simplify your analytics tags today.

Contact us today about installing Google Tag Manager on your website and powering up your marketing tag functionality.

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