Google Tag Manager is a product that has quietly revolutionized how organizations deploy and manage analytics, remarketing, and testing tags across their suite of digital products. If your organization isn't already using Google Tag Manager, here are five reasons why it might help optimize your analytics and remarketing efforts. If you are already using Google Tag Manager, perhaps you'll discover a new method for getting the most from your deployment.
- Analytics Tag Deployment Without Web Developer Support
The primary reason most organizations start using Google Tag Manager is that it allows you to deploy and update your Google Analytics tracking code without needing a developer's support. The premise is relatively simple: once you add the Tag Manager code, you can dynamically implement your Analytics code via Tag Manager on all of your web properties.
- Standardize Google Analytics Implementation
As anyone who has managed Google Analytics code knows, the code changes from time to time. In the past, you'd need your web developer to make the necessary adjustments on each of your sites and you'd probably need to contact your community or AMS vendor to handle those sites. After implementing your Google Analytics tag via Tag Manager, you can make any changes from the Tag Manager interface, rather than having a developer go from site to site and make the changes manually. It's a huge time saver.
- Implement Remarketing Tags
Many associations are using paid advertising via Google, Facebook, LinkedIn, and Twitter to reach current and prospective members. Remarketing allows those organizations to target advertising to people who visit a specific web page (e.g., visit a conference web page) on the association website. To make this possible, an organization would need to implement a specific tag (e.g., Facebook Pixel) on each web property that it wants to leverage for remarketing (tip: make sure you update your privacy and cookie statements before you do this). If you have Tag Manager, the implementation of remarketing code is painless. In fact, Google provides templates for many of the most popular platforms. You just have to enter your unique ID.
- Target Customer Testing Tags
As part of many user research efforts, it can be helpful to run heatmap tests, recruit user research subjects, or display a quick survey to a sampling of website visitors. With Tag Manager, you can easily push these types of testing tags to specific pages or sections of your website. When the test is done, you can simply remove the tag or turn off the trigger.
- Google Search Console Site Verification
One of the lesser known advantages of using Tag Manager is that it makes Google Search Console site verification a breeze. So long as you are logged in to the Google Search Console with an account that also has higher-level permissions in Google Tag Manager, you can verify the site instantly. If you haven't used it, the Search Console gives you access to all kinds of reports to help you with search engine optimization.
So, what are you waiting for? If you haven't started using Google Tag Manager, the first step is to set up a free account and start adding your unique Tag Manager code to all your various websites. That will hopefully be the last time you have to do that step again. If you are already using Tag Manager, make sure you are taking full advantage of all it has to offer.