Importance of Google Tag Manager in Digital Analytics

Digital Analytics has evolved a lot in recent times. I remember when I had started my blogging journey, I had a little or no understanding of digital analytics mainly because I was least interested in the same. I used to simply blog and leave it to my readers or say visitors. But as the time progressed, I could see some people inquiring about the blog traffic and related details. These people had shown interest in advertising on my site. Though I could understand the information they needed, I had no idea from where to gather such information regarding traffic and related details. One of the ways I could find some data was through the deployment of predefined traffic widgets on my site such as those from feedjit, supercounters, etc…These widgets were useful but not powerful and reliable. I had to find a better alternative to the same and this was when I came across the term Digital Analytics and more precisely, Google Analytics.

Google Analytics requires no introduction. Perhaps it is the most powerful and most used digital analytic tool on the internet today though not the only tool on the internet. There are several other digital analytical tools too like statscounter, kissmetrics, etc… Anyone can try out any of these tools as per their convenience. Now, a common thing with any analytical tool is to first add a piece of tracking code to your site. Once this tracking code is added to your site, you start gathering all important data which is available for analysis and decision making in your analytics dashboard. The tracking code is not limited to the Google Analytics. Infact, this tracking code has to be implemented in other cases too such as conversion tracking, adwords remarketing, facebook remarketing, etc… Most of the websites today have to implement these tracking codes to gather desired data. It may sound easy and useful but it isn’t a good practice. Infact, adding multiple tracking codes on a single webpage can make things complex and can also affect the page load time. Errors may throw for reasons unknown in most cases.

Google Tag Manager Analytics Solution

This is where Google Tag Manager comes into the picture. Google Tag Manager is a wonderful digital analytical management solution from Google which simplifies tracking like never before. Unlike other tools from Google, Tag Manager can be very overwhelming in term of its UI and functionalities. It can take some time before you become familiar with the UI and the basics of GTM. But once you are through with the basics, rest seems like icing on the cake. GTM is a powerful tag management system which you can used to track almost anything on your site. The biggest plus point with the GTM I believe is its support for third party system tracking. So, other than Google tags you can  also try and test out the third party tags. Wonderful..Isn’t it?

Anyways, I am sure about the fact that as most of us are using Google products and services and so using Tag Manager can be immensely useful as far as Google properties are concerned. I had used GTM for adding Google Analytics tag on one of my sites. It took just seconds to add the tag and then everything seemed to work fine. GTM comes with a tag preview feature which makes it pretty easy to view and debug tags for any error encountered. Previewing your tag is recommended before publishing any tags live from the GTM dashboard.  I had done the same once the Google Analytics tag was added from the dashboard.

gtm_tag_preview

But to make preview work and check for errors, you first need to install the Google Tag Assistant extension for Chrome browser. Once you had installed the Google Tag Assistant extension for Chrome, you can check if tags are working properly or not. You can check for errors if any. As you can see it below, currently two tags are active on a given webpage – Google Analytics Tag and Google Tag Manager. The smily highlighted in green means tag is working fine while the red smily shows error with the tag. Once you click on the same, you are taken to a page where you can view all errors with the tag and then can go for debugging. There are cases when you can ignore these errors as sometimes errors are thrown for invalid reasons.

google_tag_assistant
Well, this is how you start working with GTM. The basics are very easy to understand and implement. Tag Management at advanced level requires good technical skills which are not commonly seen with marketing guys. Instead, the tasks must be assigned to any technical person or say, IT Engineer/Developer. Such people are more likely to implement these tags easy and fast.

Another great benefit with GTM is its support for mobile apps. Google Tag Manager can be implemented on both website and mobile apps which then can be used for traffic analysis and market optimization. You can easily configure and update AdWords, Google Analytics, Firebase Analytics, Floodlight, and 3rd party or custom tags from the GTM user interface.

Get Started With GTM

Enough said!!

Why not get your hands dirty with Google Tag Manager? If you are raring to get started with GTM, I would first recommend you to learn more about the same from resources listed below. The resources listed below will certainly equip you with the basics to get started with GTM and even master the advance level for better success.

https://support.google.com/tagmanager/answer/6102821?hl=en-GB
https://analyticsacademy.withgoogle.com/course/5/unit/1/lesson/1

If you are not satisfied with the above resources, you can check out YouTube videos below to learn more about GTM.

https://www.youtube.com/watch?v=DQ6EHiob2PM&list=PLDL6dB5L21OEzQXPzRfLRAQeoGFpAv34D
https://www.youtube.com/watch?v=WCmdRivjvRk&list=PLgr_8Hk8l4ZEY-rBGG99Y9V10Dc7g7cHt