This document provides an introduction to tag management systems and Google Tag Manager. It discusses what tags are and how they capture data, challenges of managing many tags without a tag management system. It then explains how tag management systems work, comparing the process before and after using a TMS. Finally, it does a deep dive into Google Tag Manager, covering its structure, hierarchy, deploying and managing tags, understanding data layers, and account management.

1. TAG MANAGEMENT SYSTEMS:
INTRODUCTION TO GOOGLE TAG MANAGER

2.  What are tags?
 How is the data captured
using a tag?
 Challenges faced without a
tag management system?
What are Tags?
 How does a Tag
Management system work?
 Process changes before &
after TMS
 TMS Solution Providers
What is a Tag
Management
System
 GTM Structure
 GTM Hierarchy
 Deploying Tags in GTM
 Managing Triggers
 Understanding Data Layers
Deep dive into
Google Tag
Manager
Agenda & flow of Discussion

3. 1. User
Tracking
2. Evaluate
& track
Campaigns
3. Customer
Segments
WEB
TRACKING
4. Creating
Customer
PERSONA
5. Predictive
Modelling
Marketing
Agility
Quick & Easy
Dependable
Data
This is a site where customers can plan travel &
book airline tickets and hotel accommodations.
Meet Homer Simpson 
Who successfully runs his website & the data coming from it!

4. Well, it wasn’t a smooth ride!!
We will understand the challenges he faced & how
Tag Management System helped him to manage his website & data coming out of it!

5. What is a Tag?
Tags are the medium used to facilitate the collection and sharing of data between your website and the various
technologies that rely upon this data (e.g. analytics platforms, marketing vendors).
What is a Tag??
Where are all these Tags?
Tags are incorporated into the HTML/JavaScript code, and delivered to a web browser or app when a web page loads.
What can Tags Do?
• Instruct web browsers to collect user behaviour data;
• Set cookies & collect anonymous data stored in cookies such as Profile ID or targeting criteria;
• Extend audiences between multiple websites;
• Integrate third-party content into a website (e.g. social media widgets, video players, ads, etc.).
• Everything from ad campaigns to Google Analytics runs on tags.

6. How is the data captured using a Tag?
Great Outdoors Server
Space
1. Web browser requests web page
from website’s servers
2. Website servers send page content
& 3rd party tag code to browser
3. Browser executes tag
code and collects data
3rd Party Data Collection
Server
4. Tag Code instructs browser to
send data to data collection server
5. Data collection web server sends cookie data in its
response, browser stores cookie based on user
preferences

7. To manage Tags on his website,
Homer faced many Operational & Implementation challenges !
Implementatio
n: Managing
100’s of Third
party tags on the
site
Privacy Issues:
Inability to monitor data
collection of hundreds
of tags jeopardizing
website privacy?
Performance:
Every new tag
added introduces
latency and
degrade the
customer
experience
Data Loss:
Sometimes tags fail to
fire. For every failed
tag, data is not
collected and revenue
opportunities may be
lost.
High Dependence
Dependence on IT for
deployment of tags

8. Enter Tag Management!!
Simplification, Agility, Speed of tag deployment redefined!
 With Tag Management System, we no longer have to add tags
manually to a website.
 It allows users to manage the tags present on the website
without modifying the source code.
 We can use tag management systems to create Analytics,
AdWords, or any third-party tags, and specify when they
should fire.
 This simplifies and speeds up the process of tag deployment,
and can really streamline tag loading for faster website
performance.
 Reduces complexity of tagging content & tag malfunctions
tag deployment

9. Before & After Tag Management Systems
Before Tag Management Systems:
• All site tags had to be implemented in the source code
• Each script has to be determined ahead of time on which
pages it will go & where it will be fired
• Managing all this can extremely difficult & time
consuming
After Tag Management Systems:
• TMS puts a single snippet of JavaScript that is generic
across all pages.
• JavaScript acts as a container that houses all other
scripts & tags that the system decides to inject into the
page

10. Tag Management Solution Partners

11. Overview: Google Tag Manager Structure
Account
Container 1 Container 2
Tags
Google Tag Manager replaces multiple Tags with a
single Container tag and afterwards arrange and “fire”
individual tags as appropriate based on business rules
Now which scripts and tags get loaded isn't decided
back when the code is published to the website, but in
real time when the user loads the page on the browser.
This is a much cleaner structure, and also gives you
enormous flexibility in terms of what to load and under
what circumstances and conditions you will fire the
various tags.

12. Understanding GTM Hierarchy
Tags
Triggers
CONTAINER
Each Tag Manager account has at least one container. A container includes the tags and “triggers” that
determine when those tags should fire or collect data. For example, a container may include a tag that
communicates when users have made a purchase with a trigger that instructs the tag not to fire until a
thank-you page comes up and a transaction is complete. Triggers are made up of variables, operators,
and values.

13. Deploying Tags in GTM
Create an Account &
Container
Create & Deploy
the Tag
Test the Tag
It is primarily a 3 step procedure:

14. Understanding Data Layers
Where does the data need to get to & from where?
Data
Layer

15. Understanding Data Layers
What is a Data layer:
A data layer is a JavaScript array which is used to store information and send information to the Google
Tag Manager container.
What is a Variable?
Variable is a location in the computer memory which is used for storing data. However a variable can
store only one value at a time. If you want a variable to store more than one value at a time, then you
need to use a special variable called ‘array‘.
An array at one point of time can store more than 1 value & those values could be of different data
types ( String, Numeric, Boolean etc).

16. Directly from website source code Using Data Layer to collect
Preferred way?
Using Data Layers
With Data Layers, we do not create fragile dependencies on a web page’s source code.
The structure of the HTML can change anytime without the user’s knowledge & as a
result, any tag can stop working any time, without any prior notice.
Why do we need a Data Layer?

17. What are data layer variables?
Following is an example of data layer which contains no variable:
Following is an example of data layer which contains 3 variables:
Here, Page-Category, Visitor-type and event are data layer variables.
‘Statisitcs’,‘High-Value’and‘customizeCart’are the values of PageCategory, visitorType and event data
layer variables.

18. Account Management in GTM
Typically, we need one Tag
Manager account/company
But, if you manage website tracking for several companies, you
can connect multiple Tag Manager accounts to a single user’s
Google account.

19. Thank you!