Google has not stopped being just a search engine, in order to provide better solutions for its users, Google Inc. offers marketing and development tools as part of a much more robust solution for the most advanced users. One of the services provided by the new Google marketing platform is Google Tag Manager, one of the essential tools in your daily life as a digital marketing expert.
Google Tag Manager is a tool that gives companies the opportunity to successfully manage the scripts of their web pages without having to inject codes directly into the source code. Since its launch at the end of 2012, this Google Inc. product has been available for free for those companies that need to make the work much easier and more agile when implementing code fragments, with the aim of implementing their own or third-party tools. on your website.
What is Google Tag Manager?
Google Tag Manager is a tool that allows you to manage the tags or code fragments (scripts) found on your website or mobile application. A tag is a fragment of JavaScript or HTML code to perform a custom action within a website. Additionally, Google Tag Manager allows you to configure triggers, those actions that must occur on your web page for your script to be activated.
Some of the most used scripts in Google Tag Manager are:
- Google Analytics
- Facebook Pixel
- Google Ads conversion code
- Chat scripts
- Tracking and measurement controls
- Google Optimize
With Tag Manager, maintenance of these code snippets no longer needs to be done from the source code file, but can be carried out through this tool.
What is Google Tag Manager for?
Using Google Tag Manager has great benefits and serves to carry out multiple functions, among which the most notable are:
Control your tracking tags
With Google Tag Manager you can control all the tracking tags that are present on your website. That is, you can select which tags to follow and which not to follow. For example, in the case of an e-commerce page (virtual store), it is important to track the sales that the page receives, the shopping cart area or which products acquire the most traffic. In conjunction with Google Analytics, you can create a fairly detailed follow-up of this information.
Integrate your digital strategies with other Google products
It’s very easy to connect and configure Google product tags like Analytics and Google Ads with your Google Tag Manager account. These tools will help you measure the interaction and performance of your website, optimizing your content and providing improved quality of information. With Google Tag Manager, you can improve the administration of these tools and obtain better results, in terms of web positioning and measurement of KPIs.
To optimize your codes
Because the only code that is inserted into the website will be that of Google Tag Manager, space is saved and you will have a cleaner source code. In addition, Tag Manager optimizes the other tools that were added from its own panel, managing tag control and a version history.
How is Google Tag Manager related to digital marketing?
If you don’t measure, you can’t improve and to measure the performance of an advertising campaign, you need to implement tracking tags or pixels, sometimes called “conversion” to know the results of your actions. In this sense, the tags and programming codes of a website serve to measure traffic and successfully optimize your digital marketing campaigns.
It can take a programmer weeks to update code or release a new version of an application. This is detrimental to companies, which need to launch a marketing campaign in a short time. This launch can be delayed by up to months and valuable opportunities, information and sales can be lost.
So to solve this problem, Google Tag Manager was born as a tag manager that allows companies to update their tags not only without a specialized programmer but in a short time, this being one of the main important features that Google Tag Manager contributes to digital marketing.
In short, Google Tag Manager allows users to add or edit code tags directly from the platform instead of having to add or edit these tags directly within the code of the website itself. In this way, you can put an end to the dependency that many companies have on a team of web developers, thanks to the simplicity of this tool.
