As a digital marketer, you know that digital marketing is all about cost vs return. So, it is crucial to measure the results to determine the success or shortcomings of a venture.
Tracking the user activity and conversions was a technically difficult feat to achieve in the past. However, with Google Tag Manager (GTM) it is quite simple to accomplish with a high level of accuracy.
Importance Of Google Tag Manager
Google Analytics is an important tool to optimize your digital marketing plan and expand your business’s online reach. The analytic tools work more efficiently with the addition of tags which are basically bits of code embedded in the javascript or HTMLof the website to extract information. Each tag tracks some useful information like how the users arrived on your site and how long they visit your page. It also includes information regarding the form submissions and clicked links.
However, manually adding the tags can be a tedious process for marketers with no experience in coding. This is where you rely on the web developer to do the job.
Whenever there is a need to add a code, snippets, pixels or scripts to track conversions, analytics and more, you have no choice other than calling your web developer. But what if you can add or update tags on your own? Yes, Google Tag Manager control the way in which the tags are defined and fired.
How Google Tag Manager Works?
Basically, Google Tag Manager is an efficient tool to create and manage the tags without creating new code every time while constructing a tag. This eradicates the hassle associated with the time-consuming process of creating tags and makes your marketing process more accurate and effective.
All you need to do is just embed the Google Tag Manager into the pages in your site once. After that, every time you need to create a tag, Google Tag Manager or GMT will code and embed it for you. This will cut out the hassle associated with the time consuming manual process of creating tags while making your digital marketing process more efficient and precise.
How Google Tag Manager Benefit Digital Marketing
More value out of Google Analytics
As you know Google Analytics can help you track just the loaded pages and traffic sources. However, with the use of Google Tag Manager, you can get more value out of Google Analytics. You can use the events to track more stuff like clicks on important items, downloads of important files, interactions with videos, scroll depth etc.
This will give you a better view of the popularity of your content, information on how long people actually spend consuming your content, how much traffic you send to partners and how far the visitors are scrolling before dropping off. The use of Google Tag Manager improves the performance of Google Analytics to help you determine potential snag in your process.
Third-Party and Social Tag Placement
Are you using any services like Google AdWords, Facebook Ads etc. to drive traffic, improve tracking and measure conversions? If yes, you may have to add a bit of code to your site to find out which customers are redirecting to your page from ads and end up making purchases. This is where Google Tag Manager can really help. It allows you to add tags from different sources easily and rapidly with flexibility.
Faster Website Implementation
If your site takes more than 3 seconds to load, most of your users are going to leave the site. However, Google Tag Manager can speed up your website loading by “Asynchronous Loading” and “Code Consolidation and Cleanup.”
In synchronous loading, all parts of a website page load in a specific sequence one after another while in asynchronous loading your site’s elements will branch out and begin loading simultaneously. In terms of speed, it is a big benefit for your website page. Your loading speed can be 20% faster than your previous implementation.
If the tags go through the whole page to find what they need, it will consume more time. Hence, Google Tag Manager eliminates the hassle by allowing specific tags to fire on specific pages. Thus it minimizes the tags that load on your site and make your site faster. As a single tag set up can be used to track all PDF downloads on your website with Google Tag Manager, it eliminates the need of thousands of lines of code. Less code means less time in loading or faster page loading.
Better Organization Of Tags
In addition to easier and faster tag implementation, GTM also organizes the tags of your website in one place. Sometimes, the website becomes a cluttered mess of tags with analytics, pixels, CRM and conversions. With GTM it is easier to find and manage all the tags on your website.
Suddenly you notice declined analytics traffic and incorrect tracking of conversion after launching a new web page. This is because so many elements are involved in your site which makes difficult for the developers to track all the tags. GTM resolve this problem as when you implement GTM on each page, all of the tags within it will be implemented as well.
Lastly, the use of Google Tag Manager in form or event tracking, schema implementation and metadata Injection can give your better SEO result. In coordination with experienced SEO consultants, make the best use of Google Tag Manager to explode your SEO performance.
Now that you know how Google Tag Manager can help you get success in digital marketing gives it a try!
