Here at Flying Cork, our SEO and Analytics team switched to using Google Tag Manager to implement various tags, utilities, and platforms on the websites and analytics accounts we create and manage, rather than placing codes in their respective places directly into the HTML. Since we switched over to the tag manager method, simple implementations and coding tasks have become so much faster and easier. I’ve started questioning how I ever lived without GTM. I’m convinced that everyone with a marketing plan should implement Google Tag Manager on their site!
Here are my top five reasons why:
- It saves time and resources. Once your web team has placed the GTM code snippet on your site, you’re ready to roll – solo. You don’t have to harass your developers or clients for simple things like changing out pixels or adding event tracking (most of the time). You can run tests and install utilities without needing login credentials or CMS access. After you’ve set up your tags, triggers and variables, you can test right in the browser, clearly see what’s firing, and troubleshoot what’s broken until you get it right. With a plain old Analytics implementation, you may have to get a developer to place the code, then push it to a dev site, where you can test the results in real time. If the tags don’t work, you go back to the developer, make changes and repeat the process. With Google Tag Manager you can stop making simple tasks a multi-person effort. Sure, every now and then you’ll come across a utility that isn’t supported by or compatible with GTM; in that case, you’ll have to get the snippet coded on to the page. But for the most part, you’ll be able to handle a lot more on your own. You can get your pixels up and running with little to no downtime.
- It makes tracking a breeze. Want to see how many people are clicking a specific button? Need to trigger virtual pageviews for your goal funnels? What about setting up cross-domain tracking? Google Tag Manager makes this process practically foolproof: There’s no need to alter the Analytics tag or write event tracking codes. You can easily remove these functions, too. You can find events and triggers a lot easier in a Tag Manager container than in code, and get an at-a-glance idea of what tags you have running and where—provided you’re keeping things organized!
Honestly, this just touches the surface of my deep, deep love for Tag Manager, but for anyone who’s just starting out or thinking about giving it a try, hopefully this gives you the push you need to get going. With its amazing flexibility for general analytics maintenance and overall marketing strategy implementation, there’s really no reason to wait any longer!