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What is Google Tag Manager and How Does it Contribute to the Metrics of your Online Store?

The measurement is one of the most important aspects of the management of an e-commerce. The more we know about what happens on our website, the better we can react, exploit our strengths and improve our weaknesses. The same goes for advertising campaigns, knowing how many clicks you have had is not enough. That’s why today I want to talk about Google Tag Manager.

It is a tool introduced by Google that allows us to replace most of the web analytics tags and monitor paid advertising campaigns through AdWords and Analytics with a single code.

A tag is a piece of JavaScript code that is inserted into the web page with the specific objective of measuring an action. This sends the data obtained to a server to then process and analyze the web performance, such as how many users have filled out a form or how many visits have they clicked on a specific button.

Until now the maintenance of these codes was done directly from the source code, now we can do it from Google Tag Manager. The best thing is that everything is done through a very intuitive and understandable interface.

Advantages of Google Tag Manager

  • You do not depend on programmers: surely the great advantage is that you no longer need to have deep knowledge of programming to carry out campaigns, eliminating the dependency of suppliers.
  • Code optimization: everything having less code on a website is welcome. In this case it is a unique code that almost does not affect the loading time.
  • Version control: Google Tag Manager saves all the versions made, so in case of making an error it is enough to return to the previous one.
  • Perfect integration with Google tools: Google Analytics and AdWords are two of the main pillars with which we will work and are perfectly integrated. But they are not the only tools, also SearchForce, Nudge or ComScore are fully compatible.
  • It’s free: if you were thinking “very nice, but how much will the toy cost?”, Quiet. It will not cost you anything.

How to install Google Tag Manager on my page

Installing it is a relatively simple process:

  1. Go to the Google Tag Manager page.
  2. Sign in with the same account you use in Google Analytics.
  3. Click on “Add new account” and then “Continue”.
  4. You must create a new container, which can be either a mobile application or a web page.
  5. Give it a name and click on “Create”.
  6. Once the container is created, it will show us the code that we should paste on our page.
  7. Access the manager of your page and paste the code in header.php.
  8. Verify that it is properly installed. For this you can use Tag Assistant or Ghostery, two extensions of Chrome.

Keep in mind that Google Tag Manager is structured in a hierarchical way: the accounts are the top level, which can include various containers, which in turn encompass several labels.

Now you can start creating new labels. Google offers a series of templates that can make the process easier, but also offers the possibility of adding an HTML code, thus triggering the possibilities of the tool.

I hope this post has helped you to understand a bit better what Google Tag Manager is!

What is Google Tag Manager and How Does it Contribute to the Metrics of your Online Store?
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