How to use Google Tag Manager to show your clients results 1

Columnist Sherry Bonelli provides an overview of Google Tag Manager, including how get started with it.


Are you tired of asking your web developer to add code, snippets, pixels or scripts to your site so you can track remarketing, conversions, analytics and more? Google Tag Manager (GTM) allows you to add or update tags without having to bother your developer.

Google Tag Manager gives you control over how your tags are defined and how they fire. GTM involves a little bit of a learning curve, but once you understand the basics, you’ll wonder how you ever got along without it. If you’re an SEO who hasn’t yet delved into tracking codes (I know you’re out there, and it’s okay!), now’s the time to start.

Using tracking code will help you measure the results of your marketing campaigns — essentially, you’ll be able to show the results that your digital marketing efforts are making. And don’t worry, you don’t have to be a programmer to dig in. As an added bonus, you can use GTM to manage your clients’ campaigns as well — all without having to log into the back end of their websites.

Google Tag Manager is a large topic, so in this post we’re just going to cover the basics.

What is a tag?

A tag is a snippet of code that tracks and sends information about activities on your site to third parties (such as Google). You might use tags to track conversions or visits to a particular web page.

In the past, if you wanted to add tags to your site, you’d have to manually add these snippets to the source code of your web pages. This often required going through a developer, which could delay implementation for days or even weeks. And of course, if you needed to make adjustments or updates to the tags, you (or a developer) would need to do so within the page source code.

With Google Tag Manager, you add a single container code snippet to each page of your site. This container snippet handles the deployment and execution of all your tags across the site. You simply add, update and manage the tags you want to use within the Google Tag Manager interface.

Getting started with Google Tag Manager

To start using GTM, visit the Google Tag Manager login page. If you already have a Google Analytics account, it’ll be super-easy to set up — you simply need to log in with your Google account, and you’ll be ready to set up your tags.


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