What Is Google Tag Manager and How Do I Use It?

Google Tag Manager is a system that allows you to conveniently manage website and mobile tags such as tracking, traffic, and marketing optimization tags. Instead of just editing the code on your website, you can add and update custom, Google Analytics, AdWords, & third party tags. If you are not familiar with coding, this reduces the amount of errors that could occur when trying to change the tags yourself.

The tag manager works by having you create a container tag and placing that tag onto all of your webpages. The container is named after the website it is being used on, and holds all the types of tags that are used on your website.

To get started, head over to google.com/analytics/tag-manager/. Click on “Sign In” and select “Google Tag Manager.” Here you’ll be presented with the first step which is creating an account name and container. For the account name use the business name whose website you’ll be adding the code to. Hit continue and enter your website into the blank field and choose where to use the container whether it’s web, iOS, or Android.

Read the terms that are presented to you, then click on “Agree.”
Your container code is almost set to go but first we need to add tags to the container. To this, find “Tags” in the menu on the left and click on it. Next, click on the red button labeled “New”. Click on the top white box labeled “Tag Configuration”, and you will be presented with a list of tags to add to your container. Choose the ones that you use on your website.

Featured tags include:
• Google Analytics
• AdWords Conversion Tracking
• AdWords Remarketing
• DoubleClick Floodlight Counter
• DoubleClick Floodlight Sales
• Google Optimize
• Custom Tags

Click on the one you need and fill in the info it requires.
Next, you will add a trigger to the tag. If the tag appears on all of your website pages, use the default setting “All Pages”. You can also add a trigger for conversion events, such as reaching the “Thank You” page after completing a contact form.

Lastly, tags that are added to the container are not automatically published. To finish up the process, click on “Versions” at the top of the page. Here you’ll see a summary of all the tags you have added. Click on “Actions” next to each tag and you’ll be presented with a drop down menu. Click on publish, and you’re all set! Do this for each tag you would like published.

Remember to add the tag container code to all of your web pages. You can find the code by clicking on the id at the top of the page which looks like “GTM-xxxxxx”.

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