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The What, Why, and Who Behind Google Tag Manager

The What, Why, and Who Behind Google Tag Manager

Because Google analytic tools such as Google Tag Manager comprise one of the most thorough yet streamlined ways we can track data for our clients, Google analytics tracking is a core standard for all of our clients.  We track absolutely everything that goes on our client’s websites including button clicks for submissions, registrations, drop offs, etc.  We do this because we are constantly striving with our clients to track, evaluate, modify, and refine their digital strategies to continually ensure the best ROI on their investments.  

If you aren’t familiar with Google Tag Manager, you need to be. We’ve written up a quick run down of this many-faceted service and why you need it.  But you won’t have to take our word for it; after you’ve used it for a couple of months, you’ll see–the proof is in the numbers.  

What is Tag Management?

To put it simply, a tag is piece of code embedded on your webpage and mobile apps that primarily collects data on user behavior.  A tag can also be used for site functionalities such as surveys, live chats or advertisements, as well.  

Tag management requires teamwork of every person in your digital agency:

  • The Developers will assist in implementing a tag.
  • The Search strategists will help track and gather analytics.
  • The Marketing department will go over the numbers, analyze the data, and help recommend strategies to meet goals going forward.  

And then the cycle continues.  We are big about teamwork at Taylor Digital, as we believe that integration makes everything better.  

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Google Tag Manager 101

A website may contain multiple tags, which requires choosing a solution for keeping the tags organized.   After considering many different tag management solutions, we believe Google Tag Manager to be the most streamlined and user-friendly solution.  

Google Tag Manager allows multiple tags to be organized and analyzed by anyone on your team who has access.  If you are already using Google analytics to track your website, then Google Tag Manager will be a welcome and (mostly) familiar interface.  Google Tag Manager allows you to…

  • Be Flexible. As the goals for your business change, Google Tag Manager enables you to add and update your own tags easily, straight from your dashboard. This gives new campaigns the advantage of a quick turnaround time from brainstorming to inception with immediate tracking.
  • Get Answers When You Need Them.  Google Tag Manager keeps the status of your tags up to date at all times, so you can check in on them whenever you need to.  Because tags that aren’t functioning properly can create slow load times or even a huge miss during a campaign launch, it is crucial for you to have real-time, up-to-date information about the status of your tags.  
  • Use third party tags.  Sometimes you need to use more than just Google tags, and that’s ok.  Google Tag Manager allows you to use third party tags and even create a custom tag if the one you are looking for isn’t listed.  
  • Collaborate with the entire team.  As we said above, a successful tag management system requires the input of many departments.  Google Tag Manager allows for multiple users across the account, so that anyone can view numbers, the status of tags, or change a tag based on the status of a campaign.  

Google Tag Assistant

While Google Tag Manager is user-friendly when it comes to checking the status of your tags, Google also has Google Tag Assistant at your service.  Tag Assistant is a free extension for Google Chrome that verifies your tags in real-time upon page navigation.  Google Tag Manager, Google Analytics, and Adwords Conversion Tracking are all compatible with Google Tag Assistant.  

But that’s not all.

Google Tag Assistant also offers Google Tag Assistant Recordings which allows you to validate, diagnose, and troubleshoot issues with your Google Analytics in real-time.  This means that upon page navigation, you not only can see the status of your tags, but also you can look at real-time data from analytics and make changes to site-specific campaigns on the fly.  Google Tag Assistant Recordings also lets you find errors, erroneous events, filters and more.  

How to Setup Google Tag Manager

It’s clear that Google Tag Manager is a necessity for your digital presence.  And while it is user-friendly and not too hard to set up on your website, we believe you will get the fullest experience with Google Tag Manager when you have a digital agency behind you.   Digital agencies offer expertise and experience from many different angles, and we do it with a full hands-on approach.  Much like the real-time analytics that is a part of Google Tag Manager, our team continually analyzes the data, recommends adjustments, and the implements new strategies–a process that simply can’t be replicated by one or two individuals.  

And while Google Tag Manager can run on it’s own, it is enhanced by the integration of other Google platforms. The same is true for the implementation,management and analysis of your Google Tag Manager account: you can most likely get it running on your own, but your ROI will be enhanced when you have a team of trusted experts and advisors who embrace your tag management strategy, and are integrated into the complete process.  

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Randy TaylorThe What, Why, and Who Behind Google Tag Manager