Definition of Google Tag Manager
Google Tag Manager or GMT stands for Google Tag Manager is a system whose role is to manage your tags, your underlying tags, which is necessary when you have an e-commerce site that becomes so large that implementing tags on HTML code is an extremely tedious operation.
why using Google Tag Manager
1-Google Tag Manager simplifies the marketing process to be executed through the website
What the operator of a commercial website wants to be able to obtain, above all, is data to measure the behavior of its Internet customers in order to better direct the marketing efforts to be undertaken.
Knowing the number of clicks on a CTA, the number of clicks on each product presented and on the corresponding addition to the basket, basket abandonments, AdWords conversions, top-selling products, and the corresponding turnover, newsletter subscriptions, the depth of moves within a page and statistics on shared videos is crucial for a marketing decision-maker and justifies the creation and management of special tags. Google’s tag manager ensures this management.
With the Google Tag Manager tool, you can add, edit, and disable tags without having to touch the source code.
Although GTM is a Google product, it not only uses tags, but also provides other Google services such as AdWords or Google Analytics.
In particular, you can use it to manage many third-party tags such as Twitter, Bing Ads, Crazy Egg, and Hotjar, to name a few. If another tag doesn’t have a template in GTM, you can add your own custom code. There are only a few types of tags that GTM is not compatible with.
Google Tag Manager is the perfect tool to collect all the data you need to manage and improve your marketing.
By using Google Tag Manager, you’ll know how your customers behave.
You will be able to track all kinds of data, such as :
- Clicked CTAs;
- Top-selling products and categories and their turnover generated;
- Subscriptions to your newsletter;
- AdWords conversions;
- Clicks on a given product;
- Downloads of a document (PDF, white paper, etc.);
- Clicks on “add to cart”;
- Products removed from the cart;
- The use of a discount coupon;
- The depth of the scroll in the page;
- Shopping cart abandonment in the order tunnel;
- Triggering and playing time of a video;
Advantages and disadvantages of Google Tag Manager
1-Reduced reliance on web developers
The biggest advantage of Google Tag Manager is its ability to allow marketers to implement tags more easily without systematically using web developers to do it for them.
Once you’re logged in, Google Tag Manager helps you avoid touching the source code of the page.
Marketers can quickly add and modify the tags themselves.
This is a big advantage if you don’t need to use a tag only for very short-term data collection. Without a GTM, there is a good chance that adding the tag will take longer than it actually should.
2-Still need technical implementation
While GTM helps reduce the use of IT developers, it does not eliminate it completely.
You will still need a professional to add the container code to every page of your site. Although GTM has a large number of tag templates to choose from, to make things easier for a non-developer, more complex custom tags will probably require the help of someone who really understands the coding.
If you have manually added tags to the source code of your site. These will need to be removed first so that you don’t end up with duplicate data.
3-Most companies can benefit from their use
Businesses of all sizes can benefit from GTM since it makes it much easier to add and modify Google tags without a developer. It is ideal for small businesses that have limited access to technical support.
And since business sites can easily use dozens of tags, GTM makes it easy to manage all these elements and improves site speed by helping them load faster.
4-Tags can slow down the site loading time if they are not synchronized.
One problem with traditional tracking tags is that they are triggered synchronously, which will slow down the speed of the site.
When tags are triggered synchronously, a tag that is slow to load slows down all the others waiting for it. And the longer a site takes to load, the more obvious it is that users will lose patience and leave without converting.
But the tags created in GTM load synchronously by default. This means that each tag can be triggered at any time.
If you need to control the order in which your tags are triggered, there is a tag sequencing and triggering priority feature to allow you to do so.
5-Can be used for AMP sites and mobile applications
Multifunctional, you are not even limited to simply using GTM with standard websites. GTM can also be used to manage tags for AMP sites and mobile applications.
In the case of mobile applications, GTM can be a great help because it allows you to add and modify your tags without having to publish an updated version of your application, which users may not be able to download quickly.
In some ways, using GTM for AMP sites or mobile applications is quite similar to using a regular website. But they have their differences. In this guide, we will focus on the use of GTM for the Web.