What is Google Tag Manager (GTM)?

Give your Analytics a Boost with Google Tag Manager

Originally released in 2012, Google Tag Manager is a FREE tool that allows marketers to deploy “tags” to their websites without needing a developer to modify the code. This core feature of the tool can save marketing teams an enormous amount of time when it comes to marketing products and/or services.

Additionally, it’s great to have all of your site scripts and pixels conveniently stored in a single repository where they can easily be activated, paused, and edited with relative ease.

Beyond these advantages, GTM gives marketers the opportunity to get very granular and focused on their analytics allowing them to easily create events for just about any interaction imaginable.

Learn how to use Google Tag Manager to track revenue.

So, What Exactly Is A ‘Tag’..?

Here are some GTM definitions according to Google:

Tag: A tag is a code that sends data to a system such as Google Analytics.

Trigger: A trigger listens for certain events, such as clicks, form submissions, or page loads. When an event is detected that matches the trigger definition, any tags that reference that trigger will fire.

Variable: A variable is a named placeholder for a value that will change, such as a product name, a price value, or a date.

Data layer: Tag manager implements a data layer to temporarily hold values in the client so that they can be used by tags, triggers, and variables.

Another important term to add to this list is Container. A container is simply the GTM script that contains all of your website’s tags within it. Your Container ID (highlighted below in yellow) is the just the identification number associated with Tag Manager account.

The Top 5 Advantages of Google Tag Manager

  • Ease of Future Updates

    Have you ever had to update all your tracking scripts from one version of Google Analytics to another as was required with the transition from classic to universal? It’s time-consuming and easy to make errors. Leveraging GTM for tracking will help future proof your website.

  • Speed

    Not only will it help your marketing team update and deploy scripts more easily – GTM will also help speed up your website as it loads asynchronously, allowing the rest of the page to load separately.

  • Debugging Mode

    This is a feature of the platform and allows you to test tags on your live site in preview mode before pushing any changes to your container. You get to see your changes in real time without the risk of public access.

  • Version Control

    Have you ever made a mistake and wished you hadn’t? Don’t worry, everyone has. Google Tag Manager has a convenient display to show you every version of your container that you have saved. This record can be invaluable in case of a hiccup whereby you want to roll back to a previous version with the click of a button.

  • Pre-Built Tags

    No coding experience? That’s ok, Google Tag Manager is here to help! It boasts a huge variety of pre-built tags for both Google and 3rd party services. Additionally, the support groups for GTM are spectacular and provide heaps of step-by-step guides for those who are less technically oriented.

Why Use Google Tag Manager?

What Can It Do For My Analytics?

Prior to GTM, event tracking was pretty complicated considering that it required custom JavaScript to be added manually to a website in order to track activity like clicks and form submissions. With GTM’s auto-event tracking, setting up triggers to listen for events like clicks, form submissions, and element visibility has never been easier.

With this, you can easily set up and deploy event tags for things like outbound clicks, telephone click-to-call link, and email click-to-compose links that can feed data back into analytics about the user activity associated with those actions. For instance, wouldn’t it be nice to know if people were predominantly contacting your customer service team from a certain page in your sales funnel that was causing confusion?

In the case of the Blizzard Reservation Engine (BRE), it is easy to use event tracking to monitor feature engagement on property pages. See image below for examples of user activity that can be tracked on per property basis.

BRE GTM Tracking

Additionally, let’s say you’ve got some properties that are particularly popular. Perhaps it would be nice to know how often customers perform date searches for the properties that return a no availability notice. This too can be captured as an event and sent to Google Analytics.

In a Nutshell

If you like any of the following, you might want to think about deploying Google Tag Manager for your website. It can be an incredibly powerful tool when used properly.

  • Rapid deployment of tracking scripts and pixels
  • Streamlined testing procedures for debugging your tracking configurations
  • Advanced tracking options and event creation
  • A central repository for all sitewide scripts
  • The security of having automatically google check your scripts for known malware

What to gain new insights on your website and how users are interacting? Contact Blizzard for expert help setting up GTM, running tests and tweaking on-site content, layout and more for enhanced bookings, and guest interactions!