This is a basic explanation of how to set-up Google Tag Manager:
In honor of the upcoming Independence Day, July 4th - I'm writing about a tool that lets Digital Marketing Managers finally claim and celebrate their Independence. An Independence from their client's IT department that takes ages to implement any basic codes given to them.
We know it's a simple copy/past job - yet it takes forever to do!
If you've ever been unfortunate enough to experience this conversation with your client then you know what I'm talking about:
You: "I'd like to add another code to your website so that I can improve my tracking and reporting for you"
Client: "You want me to put another bloody code on my website ?"
IT guy: "That will take 3 months to implement"
Well Thank Google for TAG MANAGER! (GTM) Now here's one of the most clever & convenient tools for digital marketers since Google Analytics was created.
It gives Online Marketing Managers back their independence!
This is really the only code the IT guys need to place on you client's website and the rest you can do yourself! Google has made it really easy for marketers to do this!
No development skills are required (unless you want to track events and eCommerce which will be explained later)
Implementing GTM is quite simple! All you have to do is create an account with Google Tag Manager here.
Fill in all the relevant details:
GTM will then give you a code that looks similar to this:
Now its very important to paste this immediately after the openingTag.
If you're a little restricted with this - I find that for some websites it also tends to work before the closing /BODY> tag but whatever you do - DO NOT place it in the Header as this can return unpredictable results in some browsers.
Now you're ready to populate your container with all the usual codes we like to add for a client such as:
- Universal Analytics Code
- AdWords Tracking Code
- Re-marketing Code
Once you add a Tag to your container - you will also have to add a Rule for when you'd like this Tag to be fired.
With Google Analytics for example - you'd use the default rule which causes it to be fired on all pages.
BUT - with AdWords Conversion Tracking you will need to create a custom rule that causes the Tag to be fired only when your visitors reach your conversion page. This page usually has the words "Thank-you" in the URL so you would create the following rule in this instance:
Once you've completed your Container - you'll need to publish it in 3 easy steps:
1. Create Version:
2. Go to the newest version (yours will probably be 2 unless you make further edits/additions)
3. Click Publish
All Done! :-) well done you!
Now here's how best to check that all the codes have been added to the client's website and are working correctly:
Go to the Chrome store and get your FREE Download of the Google Tag Assistant:
Go to the website you want to track and you will find the GTA in the top-right corner of your browser. Click on it and you will see this:
It's Best Practice to then remove all the other codes from the website and just access them through Google Tag Manager.