iPullRank

Complete Guide To

Google Tag Manager

Start Reading

Why did we create this guide?

In the world of digital marketing, if time is money, then data is pure gold. Essential to the collection of that data are tags, or snippets of code that let you measure traffic, track visitor behavior, and gauge advertising efforts’ impact. The more tags you add to a page, the more data you get. Tags are the lifeblood of analytics, and analytics measures and helps us drive revenue. The problem, as any marketer or developer will tell you, is that tags are a nightmare to implement.

The traditional way of tagging is such an anachronism in today’s digital marketing ecosystem. We have potent solutions that let us engage, track, and convert visitors in unbelievable ways. But the website tag continues to bog us down. Think of an ultramodern kitchen with a wood-burning stove where the microwave should be. The website tagging process is that stove – tedious, time-consuming, and inefficient.

The tedium of tagging encumbers not one, but two of your teams – IT and marketing. When you want to add tags to your site, your developers face the hellish task of retagging each page of your website manually. That process could take three hours or three weeks. Either way, time lost equals data lost. The opportunity costs of retagging are staggering!

On the marketing end, tagging bottlenecks delay time-sensitive campaigns. Every campaign’s deployment hinges on how quickly IT can retag, which is usually not so quickly. Even when the process is complete, every error you have to correct and/or change you want to make means returning the project to IT’s queue.

Creating and modifying tags requires knowledge of complex concepts like the Document Object Model (DOM), HTML, and JavaScript, which makes many marketers ill-equipped for the job. The result is two teams at odds, and the website suffers. Marketers are frustrated because they are powerless in the face of campaign errors and delays. On the other end, IT personnel resent the urgency and intricacy of tagging projects.

Tagging’s problems don’t stop there. As a site evolves, more and more tags are added to its pages. More tags make the site more useful to marketers and relevant to visitors. But the more tags a page has, the slower its loading time. Slow load times hurt your search engine rankings and frustrate visitors, both of which cost you money.

Now here’s the good news: there is a solution, it’s free, and it’s simple. With Google Tag Manager (GTM), marketers can take back control of their campaigns, letting GTM handle a large part of the technical side of tagging. We wrote this guide to introduce you to Tag Manager and explain how to use it successfully. Mastering Google Tag Manager means finally freeing yourself from the hassle of managing tags manually.

Currently, Google has two versions of Google Tag Manager out: versions 1 and 2. To be as comprehensive as possible, we will discuss both versions in this guide, since version 2 is still in beta testing. Keep in mind, though, that version 2 will replace the old interface on June 1, 2015.

How will this guide help?

Each section of this guide covers a fundamental piece of Google Tag Manager

Chapter

1

Read Now

An Introduction to Google Tag Manager

Chapter 1 provides a broad overview of what GTM can do for you, from a marketing and a technical perspective. We’ll explain how GTM can enhance your marketing agility by reducing deployment times. You’ll also learn what GTM does for the technical side of your site, like reduce coding errors and improve performance. This is the section to consult for the definitions of basic terminology.

Chapter

2

Read Now

How Tags Help Your Website's Performance

Chapter 2 will convince you that GTM is a godsend to your website’s functionality. Tag Manager replaces the chaos of individual tags on a page with a single line of code. The result is drastically faster load times, which translates into more conversions and higher rankings. This section also gives examples of major companies that have benefited from using GTM for tag management.

Chapter

3

Read Now

Before Getting Started

Before you implement GTM, you have a little bit of housecleaning to do, and Chapter 3 will walk you through it. We’ll tell you how to audit your current tags with Tag Inspector, which will test whether your data is accurate. This chapter will also tell you how to map your site, establish tracking goals, and deploy tags. You’ll learn why the development stage is crucial to effective deployment.

Chapter

4

Read Now

Setting Up Users for Google Tag Manager

Chapter 4 tells you how to set up users in Tag Manager. You’ll need to create a hierarchy of user permissions, which is a fancy way of saying you’ll have to decide who can mess with what in the code. We’ll also discuss the benefits of allowing marketers a certain level of access.

Chapter

5

Read Now

Understanding the Data Layer

In Chapter 5, we’ll introduce you to the data layer – GTM's beating heart. The data layer is what lets Tag Manager talk to your website. Here, we’ll explain how tags recognize, use, and react to the data layer’s information.

Chapter

6

Read Now

An Introduction to Tags, Rules, and Macros

Chapter 6 discusses the nuts and bolts of GTM – tags, rules, and macros. Your website’s functionality and tracking capabilities depend on these three components' interplay. We’ll explain how rules serve as the brain of GTM and interact with tags and macros.

Chapter

7

Read Now

Implementing Google Tag Manager

Chapter 7 lists the step-by-step process of implementing Google Tag Manager. We will walk you through forming a container, migrating tags into GTM, setting rules for tracking events, and more. You can also find recipes for tracking common events.

Chapter

8

Read Now

Auto Events Tracking

Chapter 8 will take you through the steps of tracking various events. We’ll provide a step-by-step guide to applying tracking for outgoing links, clicks, form submissions, and more. You’ll also learn how to customize for tracking goals with different firing rules.

Chapter

9

Read Now

Tag Manager for Mobile Devices

Chapter 9 showcases GTM’s versatility. GTM isn’t just for your website anymore; it can also work wonders with mobile applications. GTM allows you to manage the tags for your mobile and regular website with the same account. We’ll also show you how to configure a mobile application.

Chapter

10

Read Now

GTM for Enterprise-Level Applications

In Chapter 10, we’ll convince you that GTM is ready for the big leagues: enterprise applications. Enterprises have to manage ridiculously complex websites, and GTM can help with that. It lets you track multiple sites, ensure accuracy, improve page-loading, and more. You’ll also learn how GTM simplifies complicated e-commerce sites.

Chapter

11

Read Now

Avoiding Risk with Google Tag Manager

Errors in coding corrupt your data and make a mess of your site. Chapter 11 teaches you how to manage these risks with template tags, testing, and rules. We also explain how to debug problems before and after publishing.

Chapter

12

Read Now

Troubleshooting Common Problems

Finally, in Chapter 12, you’ll learn how to troubleshoot the most common problems with Tag Manager. This chapter focuses on prevention and teaching you how to avoid problems before they occur. We’ll also discuss the benefits of using Tag Assistant by Google.

Chapter

13

Read Now

Conclusion

Wrapping up all you need to know about Google Tag Manager. In this chapter we quickly recap everything discussed in this complete guide to Google Tag Manager.

About iPullRank

We are a digital marketing agency focused on Content Strategy, Solutions Architecture, Marketing Automation, SEO, Social Media, Measurement and Optimization. We are based in New York City and we are PROUD of what we do.

Digital Marketing Done Right

top