There’s a sea of digital terminology out there—Google Analytics, Google Ads, Google Tag Manager, and many more.
It can be difficult to navigate all the terms, and there are quite a few by now.
Google Tag Manager is one of those tools you either can’t live without or find frustrating, especially if you haven’t fully gotten started with it yet.
You can absolutely be a skilled marketer without using Google Tag Manager, and it’s probably not the first thing taught in most marketing programs.
At its core, Google Tag Manager is simply a container that holds all your tracking codes or scripts running on your website.
Instead of installing each script directly in the website’s source code, you implement them via Google Tag Manager.
(Kilde: Medium)
What does Google Tag Manager actually do?
This also means that Google Tag Manager doesn’t have an active function on its own, unlike tools like Google Ads or Google Analytics which are used directly for advertising or data analysis.
Google Tag Manager’s role is to store and manage your scripts.
A few benefits of using Google Tag Manager
- The number of scripts on a website can slow it down.
- It’s easier to maintain structure over your tags with Google Tag Manager.
- You can pause and resume tags in Tag Manager without deleting them.
- It allows for more complex integrations and enables advanced tracking with a simple setup.
- Google Tag Manager often includes standard integrations for most systems.
- You can see who on your team implemented what, making it easier to maintain an overview.
Two things you need to understand when working with Google Tag Manager
Tags: These are the actual scripts you have in place and define what should happen on a given page. This is where you insert the “tag”—the piece of code that should be fired when a user takes a specific action.
Triggers: These determine when a given script should be activated. For instance, you may only want a specific script to fire on one particular page and not across the entire site.
Additionally, you can use “preview mode” to test whether your setup is correct. If everything is working as it should, your tags will fire correctly when the specified actions are taken.
As we increasingly use more tools, software, and generally overload websites with tags, Google Tag Manager can be a major help.
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