Google Tag Manager

What is Google Tag Manager

Google Tag Manager (GTM) is a free tool provided by Google. It allows you to manage the third-party JavaScript tracking code snippets on your site via the Tag Manager Interface.

The pitch from GTM is that it saves you requiring development resource for each time you want to add or remove a third-party service.

This is mostly true. However setting up GTM requires a bit more upfront effort than the other approaches detailed in JavaScript and RESTful HTTP Post documents. However GTM is closely tied to Google Analytics (GA). Best practice uses GTM to deploy tracking for GA. events cover e-commerce data; Products and Purchase History. This data can be fed into GA to enable its Advanced E-commerce reporting. If you are not yet using GTM it maybe worth revisiting your GA setup at the same time as deploying Event Tracking to make sure you are getting the best our of both products. Of course you may feel that now is not the time to rock that particular boat.

Tracking is key to As a result our team is experienced at making sure you get most out of it. Our Supported Onboarding team can work with your developers to ensure your Customer Data Layer and Google Analytics accounts are working perfectly together.

Google Tag Manager resources

This is a step-by-step guide to the deployment of the Tracking code using GTM. It is not a full explanation of the Google Tag Manager product. Google is, of course, the best resource for that.

Below are three links worth reading. The first is a comprehensive guide to GTM from the Google Analytics Academy. The second and third links are for developers. The second link contains details GTM JavaScript code and how this needs to be placed on your site. The third link explains the Data Layer.

In the next section we will review setting up Google Tag Manager and check that it is working correctly.

Next: Google Tag Manager Deployment Guide.