Why is Google Tag Manager necessary?
Most owners of electronic websites have probably heard about Google Analytics, a platform for performance and analysis of websites and mobile applications. This tool provides insights about consumer behaviour within the electronic space and helps in understanding what issues your website is facing. Here’s another tool – Google Tag Manager, that used in conjunction with Google Analytics, will help you gather more data about the user, make it easier to install different tools of digital analytics on your own, and perform a variety of other functions that will help you successfully develop your own e-business.
What is Google Tag Manager?
Google Tag Manager (GTM), Tag Manager, is a free Google tool that has brought a revolution in e-commerce and in analytics and enables website managers without the intervention of IT staff to as follows:
- – Install analytical software quickly and simply (for example, Google Analytics or Google Ads);
- – Introduce minor changes in a website (e.g. enter a remarketing code, cookies);
- – Track consumer behaviour more effectively (e.g. linck click, sales, etc.).
You can sign up/log in here: Google Tag Manager.
How does Google Tag Manager operate?
If you use other software along with Google Analytics, such as Hotjar, Facebook, paid advertising Google Ads, etc., the code for which is added manually by an IT specialist to the overall website HTML, it might be that it will affect your website efficiency and performance, e.g. loading speed. Here are the tags that transmit the code to the website only in line with the triggers you have selected – on all pages, on a particular page, or only in response to a certain user action. This implies that the website uses the code only when it is needed, it should not be installed in the HTML heading of the website.
To put it simply, GTM acts as an intermediary between your website and third-party software. You just have to create a tag (such as Google Ads) and to specify that it must be activated only when the user performs any substantial action: completes a form, conducts a sale, etc.
Benefits of Google Tag Manager
There is no doubt as to why this Google tool is so widely used! This is because it is easy to link to a website, convenient and easy to use. What are the other advantages of Google Tag Manager?
Free tool
Like most Google products, Google Tag Manager is free software that you can use immediately. Certainly, paid versions also exist. Although they have more features, GTM is sufficient for simple businesses.
Wider application
Although GTM began gaining popularity as recently as a few years ago, today, in the age of digital transformation, companies are increasingly moving online. Consequently, this creates a growing demand for data monitoring and analysis. Google Tag Manager is growing in popularity among both small business owners, service providers, and B2C and B2B, substantially in almost all business sectors.
Effective user monitoring
The best way to create a campaign or goal of Google Analytics improved e-commerce is through the application of GTM.
E-mail purposes created with GTM could be:
- – Number of impressions;
- – Product views;
- – Add to cart;
- – Remove from cart;
- – Checkout steps;
- – Purchase;
- – Form submit.
This is Google Tag Manager, which is a tool that is used for the creation of these and most other e-commerce tags. Furthermore, GTM assists in activating the tool of Enhanced Conversation in an account of Google Ads in order to improve conversion measurement accuracy or even advertising pricing.
Convenient and easy experience
As we have mentioned before, tags are code fragments that fulfil certain functions on a website. In order to successfully use GTM, you will not need especially deep knowledge in IT and a direct touch to the website code, since this tool offers special tag templates. However, if you have some knowledge and experience in CSS, JavaScript, HTML and other programming languages, you will be able to better understand GTM operational principles and do more than ordinary marketing specialists.
GTM has special testing tools. You will be able to test every function of a tag and its operation before transferring it to a live version of the website. You will be able to change the developed tags at any time, and if you work on different projects, you will be able to transfer a configuration template to a new location.
Magento 2 Google Tag Manager and other extensions
In addition to those already-mentioned advantages, Google Tag Manager ensures more control options related to Google Analytics and other marketing tools that often require special GTM extensions. There is a joke that GTM without extensions is like Google Analytics without an e-shop.
One of the solutions of Google Analytics with a particular growth in its popularity is Enhanced eCommerce. To install this plugin, track and better understand consumer shopping behaviour, both Google Analytics and one of its Magento 2 extensions are required. GTM extensions ensure more required data and allow you to use all software abilities more efficiently.
More Google Tag Manager extensions for Magento e-shops are such as Mageplaza, Amasty, Magepal, Weltpixel, Mirasvit and others.
Why is Google Tag Manager worth installing?
If you install Google Tag Manager and start using it properly, your website will become more efficient without any doubt. Wide application and use of GTM will allow marketing specialists to better understand the principles of operation of certain e-commerce processes, conduct marketing campaigns faster, measure them more efficiently and virtually achieve the company’s goals faster and easier.
