Google Tag Manager (Google Tag Manager or GTM) – is a powerful tool that allows webmasters and marketers to manage all tracking codes and scripts on their website in one place. In this article, we'll take a detailed look at how to work with GTM to get the most out of it.

What is Google Tag Manager?

Google Tag Manager – is a tool developed by Google to simplify the process of adding and managing web analytics, remarketing and other tracking and marketing tags on a website. Instead of editing web page code directly, users can add and update tags through the GTM interface, which greatly simplifies the process.

How does Google Tag Manager work?

Google Tag Manager works on the concept of containers. Container – is a piece of JavaScript code that is added to every page on your website. This code controls how tags are executed on the page, including adding and removing them. After adding the container to your website, you can manage all tracking codes and scripts through the GTM interface without having to interfere with the code of the web pages.

Benefits of using Google Tag Manager

  1. Simplified process : With GTM, you can add and update tags on your website without having to edit the code.

  2. Control from one place : All your tags are managed through the GTM interface, which makes managing them convenient and efficient.

  3. Quick implementation of changes : With GTM, you can quickly add new tags or make changes to existing ones, which allows you to speed up the development process of your website.

  4. Event tracking : GTM allows you to track various events on your website, such as link clicks, form completions or page views, and send this information to analytical systems such as Google Analytics.

How to start working with Google Tag Manager?

  1. Create an account : Before you can start using GTM, you need to have a Google account. If you don't have one, create one on the official Google website.

  2. Create a container : After logging into your GTM account, you need to create a container. Container – this is where you will add your tags. Name the container to reflect the purpose of your website.

  3. Install the container on the website : After creating the container, get the container code and add it to all pages of your website before the tag </head> .

  4. Adding tags : Now you can start adding tags to your container. Click the Add Tag button and select the type of tag you want to add.

  5. Publish changes : After adding tags, select the Publish option at the top right corner of the GTM interface. This will apply your changes to the website.

Types of tags that can be added

  1. Analytics trackers : The most common type of tags added through GTM is analytics tracking. For example, you can add a Google Analytics tag to track visitors to your website.
  2. Remarketing Tags : GTM allows you to add remarketing tags to create audiences of visitors to your website for advertising campaigns in Google Ads or other advertising platforms.
  3. Callback and conversion tags : You can add tags to track conversions or to allow customers to contact you by phone.
  4. Social Media Tags : With GTM, you can insert tags to track interactions with your website through social media such as Facebook or Twitter.

Useful functions of GTM

  1. Variables : GTM has a variable feature that allows you to store values so they can be used in different tags. For example, you can create a variable for the URL of the current page.

  2. Triggers : Triggers in GTM specify when tags should fire. For example, you can set up a trigger that activates the Google Analytics tag when a specific page is loaded.

  3. Macros : Macros in GTM allow you to get dynamic values, such as page titles or page element texts, and use them in your tags.

The most common problems with GTM and their solutions

  1. Bad tag work : Sometimes tags may not work correctly due to incorrect configuration. Check that the tag and trigger settings are correct.

  2. Errors in the code : If you use your own JavaScript code in GTM, make sure that it is written correctly to avoid errors.

  3. Large number of tags : If you add a lot of tags to your container, it can slow your website down. Try to optimize the number of tags and their use.

Conclusion

Google Tag Manager – is a powerful tool that allows you to manage all tracking and marketing tags on your website in a convenient and efficient way. With the right use of GTM, you can gain valuable data about your visitors and improve the performance of your website and marketing campaigns. Don't forget to use variables, triggers and macros to optimize your work with GTM.