Most people in the marketing world is talking about the Google Tag Manager, or GTM, as it is being called. With most managers switching to this medium to streamline their workflow, the app has become a gold-standard within the industry. Are you unfamiliar with GTM and its working? Do you feel like you have fallen behind because you understand the need for such an interface? Well, if so, you are in the right place! Here’s a look at what GTM is and why it’s so important.

What is Google Tag Manager?

Google Tag Manager is a freeware that allows users to side-track the code required to maintain their marketing strategies, which previously required a developer. Using this software, users can update their website tags, run website analytics and even work on re-marketing. Tags are essentially used to measure website traffic and other related analytics. Not only do they provide valuable insight, they also make it easier to target a particular demographic.However, the process can be quite complex and large websites require constant updates and complicated maintenance. Tools such as GTM make it easier for small business owners to promote their business and improve their marketing methods.

Benefits of Google Tag Manager

Easy to use:

GTM makes it possible for even beginners to update and add new tags to their websites. The interface is extremely user-friendly and intuitive allowing people with no prior experience to pick it up very quickly. This becomes extremely useful to small marketing teams looking to maximise their returns. It gets things done without the need for any complex code, allowing teams to test, update and deploy code without a developer. This in turn, gives the IT department more time to focus on larger concerns.

Better control over versions:

Every time a change is published via GTM, a new, archived version is created. This makes it easier than ever before to roll back the changes and switch to a former version at any given moment. This also helps in keeping the tags organized and making troubleshooting simple. Furthermore, it allows users to implement similar installations on upgraded containers.

Permissions management:

Setting permissions for users has never been easier than with GTM. The software allows you to individually specify who all gets to make changes to the website, and monitor these permissions. Therefore, the owner can internally control who edits the website and helps with the creation of tags and macros.


Frequent Upgrades:

GTM puts out frequent upgrades which help make your website future ready with ease. This makes future enhancements much easier and simpler, as the interface is already equipped to handle the changes. Also, GTM’s upgrades allow websites to gradually transition to Universal Analytics.

Features built-in tags:

GTM comes with several critical built-in tags which work well for both classic and Universal Analytics. These tags also help with AdWords, conversions and re-marketing. Having such built-in tags allows teams lacking experience to customise tags with ease. This, in turn, helps them avoid complicated code, eliminating the need for a developer.

Availability of Google Analytics:

GTM also allows the implementation of Google Analytics via a tag template. This template includes all options available in previous Google Analytics implementations. Also, it is compatible with older code when it comes to event and cross domain tracking. While usually event tracking requires the addition of code on websites, GTM has an in-built auto-event tracking feature. This gets rid of having to manually tag each link to be tracked. Rather, users can make use of a standard naming structure to target links and buttons.

Easy to debug:

The software has a lot of built-in debug features that allow the team to easily debug each update. This, in turn, gives rise to less errors on the site as they are identified and rectified prior to publication. This also ensures the proper working of the tags before they even go live.

Some of the other benefits of using Google Tags Manager are as follows:

  • Quick deployment of tracking codes
  • Centralised control of tags
  • Availability of third-party test tools
  • Reusable templates and custom templates
  • Safe and secure environment
  • Helpful community offering great support
  • Streamlines the marketing process

GTM works by sharing valuable information from your website to a source that analyses them. While this may sound quite easy, when your website has many tags, it gets complicated to manage them. In such cases, tag managers become invaluable, and Google has one of the best ones out there. Hopefully, this article would have made it clear to you why you need to use the GTM to streamline your marketing process. Do let us know how you got started with GTM in the comments below!

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