Google Tag Manager  tracks and sends data about your website page visitors for purposes such as site analytics, conversion tracking, remarketing and site improvement. The tags (snippets of JavaScript) measure traffic and visitor behaviour. In this article, we outline 5 reasons you should be using GTM on your website.

1. Ease and Speed

As tagging is a complex task, before the launch of Google Tag Manager (GTM) in 2012, adding and updating tags could only be done by web developers. But now, GTM simplifies the tagging process so that it can be done without complicated changes to code. This means that marketing teams can keep tags relevant and up to date quickly and easily, so that the website can work harder for them, while they turn their attention to other areas of marketing.  Not managing tags effectively can result in missing data and inaccurate measurements, not to mention the associated cost and time it takes to manage tags without a proper system.

What’s more, GTM comes with some built-in tags for Google Analytics, Universal Analytics, AdWords, remarketing etc. This means that individuals with coding knowledge are able to customise tags without having to involve a developer.

2. Debug Features

Google Tag Manager allows you to test and debug your tag updates before you publish them to make sure they work properly before they go live. If you do need to, however, you can access your archived versions at any time, making troubleshooting easy and allowing you to implement similar tags on other areas of your website.

3. Event Tracking

Event tracking is used to track visitor events such as form submissions, link clicks etc. With GTM’s auto-event tracking feature means you don’t have to add a tag manually to each link you want to track.

4. Google Analytics Compatibility

With GTM, you can install a basic version of Google Analytics on your website. Google Analytics gives you actionable insights and reports into visitor behaviour. GTM includes a tag template for use in Google Analytics for maximum functionality.

5. User Control

GTM allows you to set permissions for users so you can control who is able to make tag changes to the website.

If you would like more information about Google Tag Manager for your website then please get in touch. We offer advice, set-up and training.