How does Google Tag Manager simplify tag management?
In the previous skilleton, we learnt about multiple business use cases that existing technical solution in a typical Growth Stack solve.
And, earlier in this skilleton, we learnt about how those tools can be integrated on a website using tracking codes and events.
However, digital marketers often face the challenge of managing multiple tracking codes or scripts on their websites, each mapped to a tool for a specific use case.
The complexity arises in efficiently managing these scripts without constant developer intervention and ensuring they do not affect website performance.
Functionality of Google Tag Manager:
Google Tag Manager (GTM) addresses these issues by providing a centralized platform to manage various tracking codes or 'tags'.
It simplifies the process of adding, editing, and managing tags without the need to modify the website's code directly.
GTM works by allowing marketers to insert a single container tag into their website's code, which then remotely controls all other tags through its user-friendly interface.
Examples of Scripts Managed in Google Tag Manager:
- Google Analytics Tracking Code: To collect data on website traffic, user behavior, and site performance.
- Conversion Tracking Tags: From platforms like Google Ads or Facebook Ads, to track user actions like purchases or form submissions driven by ad campaigns.
- Remarketing Tags: Enabling remarketing efforts by tagging visitors for targeted ad campaigns based on their site interactions.
- Heatmap Tool Scripts: For tools like Hotjar or Crazy Egg, to analyze user interaction on different website elements, providing insights for UX improvements.
Takeaway:
By using Google Tag Manager, marketers gain greater control and flexibility in managing their website's tags.
It streamlines the process, reduces the need for technical resources, and ensures that the website's performance remains unaffected by the myriad of scripts running in the background.
However, when it comes to integrating multiple SDKs in a mobile app, developer bandwidth is often required.