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How To Implement Google Tag Manager to Manage Tracking Codes Without Editing Website Code

Stuart Baddiley

Efficiently managing multiple tracking codes across a website is crucial for optimising campaigns, improving user experience, and making data-driven decisions. Google Tag Manager (GTM) offers a powerful solution to this challenge, allowing marketers and developers to manage tracking codes (often referred to as tags) without the need to constantly modify the website’s underlying code. This article will guide you through the benefits of using Google Tag Manager and how to implement it to streamline your tracking efforts.

1. What is Google Tag Manager (GTM)?

Google Tag Manager is a free tool that allows you to manage and deploy marketing tags (code snippets) on your website or mobile app without having to modify the code directly. Tags can include tracking codes for Google Analytics, Facebook Pixel, Google Ads, and other third-party tools. GTM provides a user-friendly interface that enables you to add, update, and manage tags from a central dashboard, ensuring that your website remains agile and responsive to your marketing needs.

2. Why Use Google Tag Manager?

Streamlined Tag Management

GTM centralises all your tracking codes in one place. Instead of embedding individual tracking codes directly into your website’s code, you can add them via GTM’s interface. This not only reduces the need for developer intervention but also minimizes the risk of errors and simplifies the process of updating or removing tags.

Reduced Dependence on Developers

With GTM, marketing teams can implement and manage tags without relying on developers to edit the website code. This speeds up the deployment of new tags and allows for quick adjustments to existing ones, which is especially beneficial in fast-moving marketing campaigns.

Improved Site Performance

By using GTM, you reduce the clutter of multiple scripts embedded directly into your website’s code. This can improve your site’s performance, as GTM loads asynchronously, meaning it won’t block the loading of other elements on your page.

Enhanced Flexibility and Control

GTM provides a wide range of triggers, variables, and custom configurations that allow you to implement complex tracking scenarios. You can create rules for when specific tags should fire based on user actions, page views, or other criteria, giving you precise control over your tracking setup.

Version Control and Debugging

GTM includes built-in version control, allowing you to track changes, roll back to previous versions, and ensure that your tags are implemented correctly. The preview and debug mode lets you test tags before publishing them live, ensuring that everything works as expected.

3. How to Implement Google Tag Manager on Your Website

Step 1: Set Up a Google Tag Manager Account

To start using GTM, you’ll need to create an account:

  1. Sign up for GTM: Visit the Google Tag Manager website and sign in with your Google account.

  2. Create a New Account: Once signed in, click on "Create Account." Enter your account name (typically your business name), select your country, and then create a container (the container is where all your tags will reside).

  3. Choose Platform: Select the type of platform you’re working with (Web, iOS, Android, or AMP). For most websites, you'll choose "Web."

Step 2: Install the GTM Code on Your Website

After creating your GTM account and container, you’ll be provided with a snippet of code to install on your website:

  1. Copy the Code: GTM will provide two pieces of JavaScript code. The first goes in the <head> section, and the second just after the opening <body> tag of your HTML.

  2. Add the Code to Your Website: If you’re comfortable editing your website’s code, you can do this yourself. If not, provide the code snippets to your web developer and ask them to install them on every page of your website.

Step 3: Configure Tags, Triggers, and Variables

Once GTM is installed on your site, you can start adding tags:

  1. Create a New Tag: In your GTM dashboard, go to your container and click "Tags" in the left-hand menu, then click "New" to create your first tag.

  2. Choose a Tag Type: GTM supports a wide range of tag types. For example, if you’re setting up Google Analytics, you would select "Google Analytics: Universal Analytics."

  3. Configure the Tag: Enter the necessary information for your tag. For Google Analytics, this would include your Tracking ID and the type of data you want to track (e.g., Page Views).

  4. Set Up Triggers: Triggers determine when your tag should fire. For example, you might set a trigger to fire your Google Analytics tag on all page views or only on specific pages.

  5. Test Your Setup: Use GTM’s preview mode to test your tags before making them live. This ensures that they’re working as expected without affecting your live website.

Step 4: Publish Your Container

After configuring your tags, triggers, and variables, and testing them in preview mode:

  1. Publish Your Container: Once you’re confident that everything is set up correctly, click "Submit" to publish your container. This will make your tags live on your website.

  2. Monitor and Refine: After publishing, monitor your tags’ performance using Google Analytics or other reporting tools to ensure they’re functioning correctly. GTM also allows you to make adjustments easily if needed.

4. Common Use Cases for Google Tag Manager

Google Analytics Tracking

One of the most common uses of GTM is to deploy Google Analytics tracking. Instead of embedding the tracking code directly into your site, you can manage it through GTM, making it easier to adjust settings, implement event tracking, or set up cross-domain tracking.

Facebook Pixel Integration

GTM simplifies the process of adding and managing the Facebook Pixel on your site. You can track conversions, retarget audiences, and optimize ads without needing to modify your website’s code each time.

Event Tracking

GTM allows you to track specific user interactions, such as clicks on buttons, form submissions, or video plays. By setting up event tracking, you gain deeper insights into how users are interacting with your website.

A/B Testing Tools

If you’re running A/B tests, GTM can be used to deploy testing tools like Google Optimize. This enables you to manage and monitor your experiments directly from the GTM interface.

Remarketing Tags

GTM makes it easy to implement remarketing tags, allowing you to show targeted ads to users who have previously visited your website.

5. Best Practices for Using Google Tag Manager

Organise Your Tags

As you add more tags, triggers, and variables, your GTM setup can become complex. Organise your tags with clear naming conventions and folder structures to keep everything manageable.

Use Built-in Variables

GTM offers a variety of built-in variables that can simplify your tagging setup. Use these where applicable to save time and reduce the complexity of your configurations.

Regularly Review and Clean Up

Periodically review your tags and triggers to ensure they’re still relevant and functioning correctly. Remove any tags that are no longer needed to keep your setup streamlined.

Stay Updated on GTM Features

Google frequently updates GTM with new features and capabilities. Stay informed about these updates to take full advantage of the tool’s evolving capabilities.

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Conclusion

Google Tag Manager is a powerful tool that allows you to manage tracking codes without the need for constant code changes on your website. By centralising your tags, streamlining the implementation process, and providing robust testing and debugging tools, GTM empowers marketers and developers to work more efficiently and effectively. Whether you're setting up basic Google Analytics tracking or managing complex remarketing campaigns, GTM simplifies the process, reduces errors, and enhances your ability to make data-driven decisions. By following the steps outlined in this article, you can implement Google Tag Manager on your website and start reaping the benefits of streamlined tag management.