Google Tag Manager is a free Google tool that allows marketers to easily add and update website tags without involving IT. It makes tag implementation and updates faster and more flexible. Once installed, it automatically tracks events like clicks and form submissions. Key benefits include future-proofing websites, speed of updates, flexibility, and built-in debugging. Tags, rules, and macros are used to determine when tags should fire. Common uses include analytics, remarketing, social media tracking, and paid advertising conversion codes.

1. Google Tag Manager
Definition & Benefits

3. What is Google Tag Manager?
• Free Google Tool
• Makes it easy to add and update websites tags
• Site Analytics
• Analytics event tracking
• Remarketing
• Paid advertising conversion code
• Once installed leaves IT free to focus on other items rather than
implementing tracking for marketing purposes
Definition

4. What is Google Tag Manager?
• Future-proof your website
• All event tracking, analytics code can be updated as needed
• Speed
• The ease of updating tags makes Tag Manager much quicker than updating
website code
• Flexibility
• Updates can be changed/updated as often as needed
• Debug/Version Control
• The debug feature allows testing of all functionality and can be rolled back to a
prior version if issues arise & includes version control for multiple users
• Built-in Event Listeners and Tags
• Google Tag Manager automatically listens for events such as form submissions,
clicks and link clicks
Benefits

5. What is Google Tag Manager?
• Containers
• Each container contains tags, rules and macros for a site
• Similar to a property in Analytics
• Tags
• The basic building block - html code that executes on a page
• Example: Google Analytics Tag contains the JavaScript code that fires Analytics
tracking
• Rules
• When should the code in the tag fire?
• Example: {{url}} matches example.com/purchase/receipt.html
• Macros
• Contain runtime values
• Example: a built-in macros of “url” can read the URL of a page
How does it work?

6. Using Google Tag Manager
• Create a Tag for Google
Analytics
• Add a rule for all pages
• Create version & publish
• Remove all current
Analytics code from the
site, adding the Google Tag
Manager code instead
Google Analytics

7. Using Google Tag Manager
• Create a New Analytics Tag
• Name your Event Category,
Action, Label
• Event tracks what page the link
was clicked on in the Action field
using a URL macro & what site
traffic is going to in the Label using
an element URL macro
• Define your event using Rules
• Tracking all link clicks to URLs that
do not contain your site domain
Analytics Events

8. Using Google Tag Manager
• The outbound link click tracking is a good example of how powerful a tag
management system can be.
• With just one tag and rule – each and every outbound link on your site is
tracked as an event in Analytics
• Within that tracking is valuable information
• Which outbound links are most popular (is it traffic to your Facebook page? A
payment website? A partner?)
• What page are people leaving your site to go to another site on most?
Analytics Events

9. Using Google Tag Manager
• Event Tracking
• Outbound Links
o Social Media Outbound Links
• Click to Call - mobile
• File Downloads
• Embedded YouTube video plays (plus % played)
• Paid Advertising
• AdWords conversion code
• Remarketing code
• Other Uses
• Form Submissions tracking
• Clicks on banners, interactive site elements
• Much, much, much more!
Common Uses