Why Google Tag Manager is Vital for Your eCommerce Success

Why-Google-Tag-Manager-is-Vital-for-Your-eCommerce-Success

Tags have become a crucial tool in tracking customer behavior.  In the early days, a developer or webmaster was required to implement many different tags or tracking codes, which could help gather metrics and improve conversions but also potentially hinder a site´s performance.

Since Google Tag Manager (GTM), all the pain associated with tags is gone!

GTM is an invaluable tool for eCommerce sites and can be used for marketing, analytics, and testing without the need of a developer. By using a container tag, you can dynamically insert tags to other areas of your website automatically. The assignment of tags will be under your control with its simple web interface.

No More Site Code Editing!

Google Tag Manager eliminates the need to edit site code, greatly reducing errors. You can make changes to Google Ads tags, Google Analytics tags, DoubleClick Floodlight tags, and many other non-Google third-party tags.

Inside GTM

To implement GTM on your website, you first need to create an account (https://www.google.com/analytics/tag-manager/); afterward, you will create a container.

The GTM container code can store more than 50 tag types that include Google Analytics (GA), Google Ads conversion tracking, and custom HTML tags. The advantage of adding your tags via GTM is that you have more control as to when the tags should fire. GTM also allows you to control all tags from one central location.

Another advantage of GTM is its Preview Mode – this means that all the changes you make on the container can be seen in real-time, to ensure that all conditions are working before you implement them.

GTM gives you the ability to add, remove, enable, and disable tags on your website easily. This saves hours of time trying to find and edit tags on your template files.

How It Works

When Tag Manager is installed, your website or app will be able to communicate with the Tag Manager servers.

You can then use Tag Manager’s web-based user interface to set up tags, establish triggers that cause your tag to fire when certain events occur, and create variables that can be used to simplify and automate your tag configurations.

Batch to Test and Deploy Tags Faster

Batching tags is another great shortcut in GTM. The advantage of batching tags together is you are able to make rapid changes to the whole lot without having to hardcode every single tag on each page.

For example, if you need to change an aspect of the marketing on your website, you don’t want to be spending weeks adding a bunch of new tags, and neither does your IT team who have more important things to be doing.

Something as simple as creating a survey is as easy as adding the survey tags to the website. There’s no heavy coding involved!

How to Create Goals

There are a lot of features on GTM to track your website with tags, but one of the most important is to create and track goals, monitoring them with Google Analytics. These goals could be tracked as page views, transactions, or event trackings. Event tracking is initiated via click triggers, so make sure all of your click variables are checked on in the Built-In Variable menu.

How to create Events using Built-In Variables

Let’s analyze as an example what’s the best way to create an Event to track how many users click on the add to cart button.

1 – Create a new tag on GTM, for example, you can choose the Universal Google Analytics tag.

2 – Configure tag with the tracking ID (variable) and select the track type (pageview, event, transaction, social). Create a unique category/action and label.

3 – Choose a trigger to make this fire with this tag.

4 – Save it and run Preview mode before Publish it.

5 – Start Monitoring with Google Analytics.

Add Advanced Tracking and Optimizing Speed

By having many functions and parameters already built-in, GTM makes it easy to carry out advanced functions very quickly.

This could be applied to something like tracking clicks on all external links on your website, such as advertisers, affiliates, etc., and can be added in a matter of minutes. Using GTM will help speed up your website because it won’t get hung up on irregular tags.

Conclusion

Having GTM handle all your tag management tasks in one spot is extremely efficient.

Reducing the number of errors and involvement of webmasters, you will also have more time to devote to your business.

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