Google Tag Manager (GTM) is a tool for managing and implementing various tags on websites and mobile apps without having to manually edit the code. Web developers and marketers can use it to install and update Google Analytics 4, Facebook Pixel, Google Ads, etc.
Correct, you’ve explained the differences between GTM and Google Analytics accurately. Here are a few clarifications for better understanding:
Google Analytics is a tool for collecting and analyzing data about user behavior on a website. It provides traffic analytics, sources, conversions, and many other metrics that help marketers evaluate the effectiveness of their strategies.
Google Tag Manager, on the other hand, allows you to easily add and manage tags (such as scripts and pixels) on a website without the need to edit the code every time. This tool significantly simplifies the process, enabling marketers and developers to quickly modify the tags used for tracking user actions, integrating with advertising platforms, and analytical tools.
And, as you mentioned, proper GTM setup can greatly improve the effectiveness of SEO efforts by allowing for more accurate tracking of all key interactions on the website.
What advantages does Google Tag Manager provide for marketers? It allows for user behavior analysis, setting up event tracking, and conversion tracking. But what about web developers? Google Tag Manager enables them to manage codes without interfering with the main website code. There's no need to write dozens of lines of JavaScript anymore; it's enough to set up GTM tags and triggers through an intuitive interface, which significantly saves time and reduces the likelihood of errors.
This overview of Google Tag Manager will help you understand how to effectively use this tool to optimize marketing campaigns, improve analytics, and enhance the overall performance of your website.
How does Google Tag Manager work?
GTM operates through a system of containers, tags, triggers, and variables. The container holds all the tracking codes and elements needed for web analytics and marketing. Tags are snippets of code used to track various user actions on the site. Each tag is started by triggers, which define the activation rules. Variables in GTM act as dynamic parameters. They can be used to configure tags and triggers more flexibly.
GTM simplifies code management on a website, allowing users without programming skills to easily add and modify tags. GTM functions as a manager who organizes and handles the codes, ensuring quick integration of various analytics and marketing tools. Tag Manager deals with data types such as events, conversions, custom parameters, and visit information. The change history in GTM helps track which tags have been added or modified, providing transparency and control.
How to install Google Tag Manager?
Installing Google Tag Manager is a simple process, but requires attention. Here is a step-by-step guide:
➤ Creating a GTM account: the first step is to create an account in Google Tag Manager. To do this, go to the website and follow the registration process, providing the account name, country, and resource type.
➤ Adding a new container: after creating the account, you should add a new container. Choose what GTM will be used for: a website, mobile app, or AMP page.
➤ Implementing the GTM code on the website: next, you need to add the container code. Copy the first snippet and paste it into the HTML section, and the second snippet into the appropriate section.
➤ Testing installation with Google tag assistant: once the code is implemented, it’s important to test its functionality. You can use the Google Tag Assistant browser extension to ensure that all tags are working correctly and that the data is being sent to the required systems.
Testing is a must! Especially if you plan to use GTM to track important events or conversions on your site. If you find any errors or issues, be sure to fix them before continuing with the setup.
GTM core elements
GTM has four core elements: containers, tags, triggers, and variables, which work together to provide accurate tracking and analysis of actions on the site.
| Element | Description |
| Container | All tags, triggers, and variables for your site are added to the container. It is unique to each project and is responsible for organizing and working with tracking codes. |
| Tags | Code snippets that perform specific functions. For example, be a GTM tag for tracking Google Ads conversions or a tag for integration with Google Analytics. |
| Triggers | Conditions that determine when and under what circumstances a tag should fire (such as a button click or form submission). |
| Variables | Dynamic data that changes based on user behavior (such as the price of an item in the cart, or the page ID). |
Each element serves its own purpose, and together they provide you with a powerful tool for analyzing and optimizing your site.
Setting up tags in Google Tag Manager
Now, when you know the basic GTM elements, let's talk about how to set up Google Tag Manager to track various actions on the website.
Setting up Google Analytics via GTM (GA4 and Universal Analytics)
Setting up tracking with GA4 or Universal Analytics takes just a few clicks. For this, create a new tag, select the type “Google Analytics: Universal Analytics” or “Google Analytics: GA4”, enter your tracking code, and select a trigger for activation, for example, on all pages or for a specific event.
Setting up Google Ads Conversion Tracking
To track conversions through Google Ads, you need to create a tag with the type “Google Ads Conversion Tracking” and enter the conversion ID, which can be found in your Google Ads account. Then, select the appropriate trigger — for example, when a purchase is completed or a form is submitted.
Setting up Google Ads Remarketing Tag
To set up remarketing in Google Ads, create a “Google Ads Remarketing” tag. This tag will help you collect data on website visitors and show them personalized ads on other Google platforms. For activation, choose the trigger on all pages.
Adding Facebook Pixel via GTM
To add the Facebook Pixel through Google Tag Manager, create a new tag and select the type “Facebook Pixel”. Then, enter your Pixel ID and configure the trigger to activate the tag, such as on all pages or upon specific user actions. This integration enables effective monitoring of user interactions with the site and enhances Facebook advertising campaigns.
Setting up events (clicks, form submissions, video views)
Proper event configuration in Google Tag Manager guarantees efficient monitoring of user actions on the site, including clicks, form submissions, and video views, which is crucial for SEO and marketing management. By using dynamic events and custom variables, you can create more accurate marketing tags that help collect valuable data on user behavior and improve ad campaign attribution. For successful tag testing and trigger firing, use the data layer and API, which will provide a deeper understanding of how users interact with your content.
Debugging and testing Google Tag Manager
Errors can occur due to incorrect triggers, faulty variables, or improper tag configurations. Therefore, it is crucial to thoroughly test changes before publishing to avoid issues with analytics and tags. Try using Preview Mode. This mode will show which tags are activated on the site in real time. It’s an excellent way to identify errors and ensure that all data is being sent correctly. Google Tag Assistant, a Chrome extension, also deserves mention in our review. With it, you can check which tags are active on a page and receive helpful suggestions for fixing bugs. It's an indispensable tool for debugging.
Try using Preview Mode. This mode will show which tags are firing on your website in real-time. It's a great way to identify errors and ensure that all data is being transmitted correctly.
Google Tag Assistant, a Chrome extension, also deserves a mention in our overview. This tool allows you to check which tags are activated on a page and provides useful recommendations for fixing errors. It’s an essential tool for debugging.
Benefits of Google Tag Manager
According to a study conducted by Statista, Google Tag Manager remains the most popular tag management tool nowadays. In particular, 95.23% of companies chose GTM in 2024, 1.38% preferred Adobe Activation, 1.25% used Google Publisher Tag, 1.15% - DoubleClick Floodlight, 0.51% - Twitter Universal Website Tag.
Given such popularity, it's worth considering the key advantages of using Google Tag Manager:
➤ Simplified code management: GTM allows you to easily add, modify, and remove tags without interfering with the website’s code.
➤ Flexibility in event and conversion tracking: GTM supports various types of triggers and variables, enabling detailed event tracking customization.
➤ Improved website speed with asynchronous tag loading: tags load in parallel with the main website content, helping pages load faster and enhancing user experience.
➤ Integration with various marketing platforms: Google Tag Manager seamlessly integrates with most popular analytics and advertising platforms, such as Google Analytics, Google Ads, Facebook Pixel, and many others.
So, marketing automation, performance tracking, and retargeting are just some of the opportunities that GTM opens up. These benefits will certainly help you optimize your work with tags and increase the effectiveness of advertising campaigns.
Mistakes when working with GTM and how to avoid them
Errors in setting up Google Tag Manager can lead to incorrect analytics or data loss. Below, we’ll cover some common issues and provide tips on how to avoid them.
Duplicate GA4 and Universal Analytics
Tags Sometimes users accidentally set up two tags for the same event (e.g., one for GA4 and one for Universal Analytics), resulting in duplicate data. The solution to this problem is thorough tag testing.
Incorrect trigger setup
Errors in trigger configuration can cause tags not to fire at the right moment. Make sure triggers are set up correctly and meet your requirements.
Problems sending data to Google Analytics
If data is not being sent to Google Analytics, it may be due to incorrect tag configuration or browsers blocking cookie tracking. It is recommended to refer to the Google Tag Manager and Google Analytics help documentation for additional information on setup and troubleshooting.
Lack of thorough testing before publishing
Another common mistake is failing to test changes before applying them to the site. Use Preview Mode and Google Tag Assistant to verify tag functionality and prevent issues.
Google Tag Manager Alternatives
Although Google Tag Manager is one of the most popular solutions, some other services available on the market may be useful in certain cases. For example, Adobe Tag Manager offers a wider range of features for complex projects.
Segment is an easy-to-use tool for integrating analytics and marketing. It enables handling data from multiple sources and makes API usage easier. One more notable platform is Tealium IQ. It is an enterprise-level solution that offers powerful features for data management and integration with various marketing platforms.
Concluding remarks
Google Tag Manager is a must-have tool for any marketer. It allows you to manage tags, track key events, and also greatly simplifies and speeds up work with codes. Using Google Tag Manager within your business will help efficiently optimize processes in the Service Management Market while ensuring fast and accurate analytics setup. Don’t miss the opportunity to enhance the quality of your data and improve results by integrating GTM into your digital marketing strategy today!
