Your site and marketing strategy are growing. You want to know your performance , find new ways to optimize your site and why not set up some advertising campaigns to attract qualified traffic to your site, for example via Google Ads or Facebook Ads.
To perform all these actions
you quickly realize that you need to place multiple tags on your site, for example: Google Analytics Global Site Tag to measure your site traffic and get information about page views
Google Analytics events to track your visitors’ interactions with your site (contact requests, resource downloads, etc.)
Facebook Pixel to create Facebook retargeting campaigns, lookalike audiences and optimize your ad campaigns based on conversion data
LinkedIn Insight Tag to create LinkedIn retargeting campaigns, lookalike audiences and optimize your ad campaigns based on conversion data
etc.
However, for each tag, you need to add code to your site or ask a developer to do it. It takes time and it’s not easy if you’re not used to touching code.
For these reasons (and others that we will see soon), you should adopt Google Tag Manager .
Google Tag Manager (GTM) is a tag manager created in 2012 by Google. It is a free but powerful tool that is used by many companies of all sizes. It has multiple benefits in the implementation and management of tags on a site.
google-tag-manager-logo
In short, here are 5 good reasons to use Google Tag Manager to manage your marketing tags:
Gain autonomy and flexibility
Improve your marketing tag management
Optimize your site’s loading time
Choose a tool that is easy and intuitive to use
Choose a powerful and FREE tag manager
What is a tag or beacon?
Before we go any further, what is a tag ?
A tag , or beacon , is a snippet of code (script) that collects data about elements of a site and then sends it to platforms like Google Analytics, Google Adwords, Facebook Ads, etc. For example, here’s what the Google Analytics Global Site Tag looks like:
What the Google Analytics tag looks like
Placing tags on websites is essential to obtain the best return on investment during marketing actions. They allow you to measure the actions of Internet users on your site and therefore optimize your marketing campaigns and your site according to this data.
How does Google Tag Manager work?
Google Tag Manager ( GTM ) is a tag manager (or Tag Management System), allowing you to create and configure the triggering of tags on a website or mobile application.
To use GTM, simply place the GTM container on all pages of your site. Here’s what it looks like (the hidden part is the container ID, which is unique to each Google Tag Manager account):
gtm container
You can then create your different tags on the platform and define their execution rules ( triggers ).
Configuring a new tag is a two-step process:
Tag configuration : choose a predefined tag template or enter a custom HTML script and enter the various necessary parameters
Trigger : you can choose to trigger the tag on each page view, only on certain pages or for an event such as a click on a button, on a link, the submission of a form, the viewing of a video, etc. The possibilities are almost unlimited in order to better understand what your visitors are doing on your site.
creation new gtm tag
For example, here’s how to set up the basic Google Analytics tag to track page views on your site:
Google Analytics Tag – Google Tag Manager
Why use Google Tag Manager to manage your marketing tags?
1. Gain autonomy and flexibility with Google Tag Manager
You want :
Track the number of users on your site
Know your conversion rate by acquisition channel (direct, social, paid search, email, etc.)
Optimize your advertising campaigns according to their return on investment
Set up remarketing campaigns
Use AB testing tools on your site like Google Optimize
To do all this, you need to put the tags of these different tools on your website and sometimes configure specific events.
It may take some time… Especially if:
you don’t know much about programming
you don’t want to touch the code for fear of making a mistake
your developers are busy
With Google Tag Manager, all these worries no longer exist. All you need to do is add a code to your site, the GTM container , to set up the tag manager.
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2. Improve your marketing tag management with Google Tag Manager
Google Tag Manager groups together tags from all platforms used by the company, as well as the triggers for each of these tags. It is therefore easy to see which tags are currently set and their execution rules .
In addition, Debug mode allows you to check if your tags have been correctly placed before publishing them. It allows you to check live on your site the tags triggered on your pages and during events (click on a button, etc.).
3. Optimize your site’s loading time
As you probably know, reducing your site’s loading time is essential these days.
Indeed, loading speed greatly influences the user experience . With every additional second of loading, you lose visitors and therefore potential revenue.
Reducing the loading time of a site helps increase session Mexico WhatsApp Number Resource 5 Million duration, improve conversion rates and make it more SEO-friendly .
With Google Tag Manager, you only put hard code on the site .
This helps to significantly reduce the number of calls to external resources. There is only one call to an external resource to the site (gtm.js) and then Google Tag Manager takes care of making the calls to external resources.
Additionally, Google Tag Manager works in asynchronous mode, letting other resources (HTML, CSS, JS, …) load even if it is not fully loaded.
Using GTM helps optimize the loading speed of your site.
4. Choose a tool that is easy and intuitive to use
Many tags have simplified setup with predefined templates .
In these cases, it is often enough to copy and paste the ID given by the tool (for example Google Analytics or LinkedIn Insight Tag) to create the tag. It is then of course also necessary to define the triggering criteria for it (all pages of the site, only some, specific event, etc.).
Several dozen tags are thus accessible, such agent email list as Google Analytics, Google Ads, DoubleClick, but also tags from external publishers such as LinkedIn, Marin Software, Quantcast or Criteo.
preconfigured tags google tag manager
5. Choose a powerful and FREE tag manager
Unlike most tag management tools, Google Tag Manager is free .
Moreover, it has advanced features that can compete with its main competitors. You just need to know how to configure it to get the most out of its possibilities!
Conclusion
Google Tag Manager (GTM) is right for you if:
you want to collect data from your website or mobile application , such as the number of users, sessions, number of pages per session, but also the number of contact requests, downloads of your white paper or sales
you use multiple marketing solutions that require the placement of tags for conversion tracking or the creation of remarketing audiences, for example Google Analytics, Google Ads, Facebook Ads or LinkedIn Ads.
you want to gain autonomy and efficiency
Google Tag Manager is a well-known , free and widely documented tag management solution on the web. Using it will allow you to centralize the management of your tags and deploy new marketing tags in just a few clicks!
