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How Google Tag Manager Can Benefit Your Website Analytics

What does Google Tag Manager do?

Google Tag Manager (GTM) is a free tracking tool and management platform that allows the user to add marketing tags, or snippets of code, to your website to track and collect marketing data. GTM allows users to easily implement tracking tags without modifying the code every time you make an update to your website or tracking goals while improving the information gathering process.

Google Tag Manager is an extremely useful tool, especially when used with Google Analytics.

Google Tag Manager vs Google Analytics

Similar to GTM, Google Analytics is a free analytics tool that is used to analyze your business’ website and app presence. It is a comprehensive platform that provides an in-depth measurement of digital and marketing campaigns.

While Google Analytics is the hub for analyzing website data, Google Tag Manager is the tool for transmitting the data points. The GTM essentially controls what information is sent to Google Analytics in order to be properly analyzed. GTM is the platform for deploying and storing the tags without the capacity to examine analyzed reports, which is why the data is sent to Google Analytics to be interpreted.

In other words, Google Tag Manager can track button clicks, scroll behavior, or file download which this data is then sent to Google Analytics to be converted into graphs and numbers that are easy to understand. Ultimately, GTM allows your business to have more control over conversion tracking by collecting information from your website.

Together, Google Tag Manager and Google Analytics track and create important analytics to measure and improve your website.

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What are the benefits of Google Tag Manager?

Since Google Tag Manager is an easy-to-use and thorough tool, it supplies many benefits for your business and team. Below are 4 main benefits of Google Tag Manager.

1. Doesn’t require coding knowledge

Google Tag Manager allows users, such as marketers, to implement tags without extensive knowledge of coding. The user-friendly interface allows users to edit, remove, or add tags without the assistance of web developers, although it is favorable to have some background in the field. This allows small businesses, for example, with limited technical support to still be able to maximize their online tracking.

2. Enables flexibility and experimentation

Since GTM does not require a web developer, it provides the opportunity for marketers to play around and test out different strategies or ideas. It provides flexibility to quickly implement experiments and improve strategies that align with new marketing trends without waiting for outside assistance.

3. Supports faster page loading speeds

Google Tag Manager is set up so the tags are fired asynchronously rather than synchronously. This means that each tag is deployed as soon as it loads, instead of waiting for every tag to load before firing. This eliminates the risk of one tag with a slow loading speed hindering the rest from deploying.

4. Managed all in one spot

Since all the tags are controlled in one area, rather than created and managed on different platforms, GTM simplifies and improves the entire process of using tags. Being able to create and view all the deployed tags on one simple interface eliminates repetition and potential errors, instead, it greatly improves efficiency.

What is Google Tag Manager used for?

GTM has the potential to track a seemingly endless amount of website activity to align with your business’ needs but there are a few commonly used tracking tags. Below are 5 Google Tag Manager examples that will improve your website tracking analytics.

1. Track PDF downloads

Many businesses offer downloadable PDFs on their websites, such as guides or white papers, as a part of their marketing strategies. Yet without knowing who is downloading, how many are being downloaded, etc., it greatly inhibits an effective strategy. With GTM, you are able to track PDF downloads and learn what resources are successful or what your audience is interested in.

2. Track scrolling behavior

Understanding how users visit your website provides significant insight on what parts are commonly interacted with, what content is more or less compelling, or where visitors typically stop scrolling. This in return guides how you organize your website, what content you share, or places that need improvement to continually enhance your digital platform. GTM enables you to add a tag that tracks a visitor’s scrolling behavior.

3. Track link clicks

GTM allows users to track link clicks such as how the visitor arrived at your website to what links they clicked while on the pages. Knowing not just a user’s scrolling behavior but their clicking behavior provides valuable guidance on what information compels users to take an action or a specific location that receives increased click traffic.

4. Track form submissions

Forms are an important aspect of every business website, from signing up for a newsletter, completing a questionnaire, or registering for an event, each form serves a specific function and goal. GTM ensures that form submissions are tracked and correctly directed or followed up with depending on your predetermined directions.

5. Track video activity

Videos are a trending marketing strategy that is becoming increasingly more popular. With the rise of video content, there is a need to understand how users interact with the content. GTM’s video tracking tag provides insight on how people have viewed the video, how long they watched for, and when/if they stopped watching. This information can guide how future videos are produced, which content your audience prefers, or the ideal video length that is specific to your business visitors.

Google Tag Manager is a powerful tool offered on an understandable interface to ensure non-developers still have access to the capabilities. This allows marketers the ability to stay on top of marketing trends while upkeeping website speed, all managed through one simple platform. GTM has significant potential for improving your website by tracking PDF downloads, scrolling behavior, link clicks, form submissions, video activity, and more. The platform gives the user the ability to track and generate key data points for in-depth analysis.

Karlee Onstad
Karlee Onstad

Marketing Coordinator at Evolve Systems®

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