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Today we publish our new guide “Understanding, deploying and using Google Tag Manager”. Written by Matt Trimmer of ivantage and published by Smart Insightsour guide takes you from defining what tags are, what they do, how they work, why to manage them and the benefits of a tag management system.


The guide then focuses on Google Tag Manager, Google’s free tag management system that, like Google Analytics, has become ubiquitous because of its price, quality and ease of use.


The guide goes through why you should use Google Tag Manager, planning your installation, installing GTM, publishing basic tags and on to relatively complicated use cases that include listening for clicks, form submissions and setting advanced Google Analytics configuration parameters.


Why do I need this guide?

We’ve all seen the Smart Insights infographic wheel of digital marketing tools and technologies organized around the RACE planning framework:


This amazing array of tools and products will generally have one thing in common –they all need to be installed through the use of a JavaScript tag, a simple pixel, or most likely both. The need for a tag management system has come about through the innovation of such tools and products and the need to quickly install them without waiting for long IT development cycles.


This guide sets the scene further about tags, what they are, what they do, why manage them and why use Google Tag Manager to do so. Google Tag Manager like Google Analytics has become ubiquitous because of its price, quality and ease of use. Google Tag Manager can be installed on websites (the major use case), in iOS, Android, Firebase and AMPs) but this guide focuses on website tags and the management of those website tags.


Who is this guide for?

This guide is for any business setting up or using Google Tag Manager, and will help people with different roles in the business understand tags, tagging and why and how to use Google Tag Manager. It will help:


1) Marketing managers and directors understand tags, tagging, tag management and Google Tag Manager.
2) Owners and marketing managers in smaller businesses who need to set up Google Tag Manager themselves.
3) Specialists in agencies and consultants who need to install and configure Google Tag Manager for and on behalf of clients.


What does this guide contain?

This guide is designed to help those new to the principles of tag management and Google Tag Manager. It helps you understand what tags are, what they do, how they work, why to manage them and the benefits of a tag management system. The guide goes through why you should use Google Tag Manager, planning your installation, installing GTM, publishing basic tags and on to relatively complicated use cases that include listening for clicks, form submissions and setting advanced Google Analytics configuration parameters.


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