Google Tag Manager. Everything you need to know this 2024
3 min read
Index:
1º How does it work?
2º Benefits.
3º The importance of measuring conversions.
4º How to measure conversions in Tag Manager.
Google Tag Manager (GTM) is a free tool that allows digital marketers to manage and deploy code snippets or "tags" on their website (or mobile apps) without having to modify the site's code.
The usefulness of this type of tags serves to be able to measure any action of the user's behavior when browsing a web page, and that this can be registered to obtain data, mainly quantifiable.and that this can be recorded in order to obtain data, mainly quantifiable. By making good use of this data it is possible to focus digital marketing campaigns to a greater relevance and success in their return on investment.
These tags can be anything from simple visitor tracking to more complex tools like conversion tracking pixels or remarketing. GTM becomes a centralized place to manage all these tags.
To create remarketing campaigns, the use of this type of tags is essential to create truly effective campaigns, and to be able to show our ads to this type of user who has already interacted with our website and knows us.
How does it work?
GTM works with three main components:
Tags: These are snippets of code that are implemented on a site or application. For example, Google Analytics tracking code is a tag. They are provided by analytics, marketing or support providers to help you integrate the products they offer into the websites or mobile apps you have.
Thanks to Google Tag Manager, you no longer need to add these tags directly to your projects.
Triggers: These are the conditions that must be met for a tag to be activated and executed. For example, you can set a tag to fire when a user clicks on a specific link. That is, imagine that a user clicks on a call contact button. Right on click, it is quantified so that it can be a measurable data.
Variables: These are additional values that GTM may require for the tag and trigger. For example, the Google Analytics tracking ID is a variable.
Google Tag Manager provides a set of built-in variables, which are the most commonly used for setting tags and triggers, but you can also create custom variables for web pages or mobile apps if the built-in ones don't meet your specific needs.
Benefits of using Google Tag Manager
The use of GTM offers several benefits:
Facilitates tag management: GTM allows marketers to manage all their tags from one place, making it easy to organize and track tags.
This tool provides a single dashboard to monitor and optimize tags, allowing for more efficient management of tracking strategies and data analysis.
Save time and resources: With GTM, you don't need to rely on developers to implement or update tags. This can save a lot of time and resources. It allows you to easily manage tags without manual code intervention.
This autonomy not only streamlines the implementation and upgrade process, but also reduces the costs associated with development time and the need for additional resources.
Improves website speed: This functionality means that tags are loaded separately from the main site content, which significantly reduces load times and improves the user experience.
By minimizing the wait times associated with tag loading, GTM directly contributes to faster and smoother navigation for site visitors.
Provides flexibility and control: Google Tag Manager (GTM) provides remarkable flexibility and control by allowing you to determine precisely when and where your tags are triggered. This functionality gives you full control over tag behavior, allowing you to tailor your tags to the specific needs of your marketing strategy.
The importance of measuring conversions
Measuring conversions is crucial to understanding the performance of your digital marketing efforts. Conversions can be anything that is valuable to your business, such as a purchase, a newsletter subscription or an e-book download.
Here are some reasons why it is important to measure conversions:
ROI optimization: By measuring conversions, you can identify which marketing strategies and channels are generating the best results. This allows you to optimize your marketing spend by focusing on what works.
Understanding user behavior: Conversions give you direct insight into how users interact with your website or application. This can help you improve the user experience and increase conversion rates.
Data-driven decision making: Measuring conversions gives you hard data that you can use to make informed decisions. This is much more effective than relying on assumptions or intuition.
How to measure conversions with Google Tag Manager
GTM allows you to track a variety of conversions, including:
E-commerce conversions: E-commerce conversion tracking with Google Tag Manager (GTM) allows you to effectively monitor the transactions made on your website.
This includes the ability to record, in addition to purchases, specific details such as total purchase value and products purchased.
This detailed information on e-commerce conversions gives you a deeper understanding of your online store's performance and helps you make informed decisions to optimize your sales strategies.
Contact forms: You can track how many people complete a contact form on your website. This functionality provides you with valuable information about the effectiveness of your lead generation strategies and allows you to optimize your marketing tactics to improve the conversion of users into leads.
File downloads: You can track how many times certain files are downloaded from your website.
To track these conversions, you will need to set up the appropriate tags and triggers in GTM.
Google Tag Manager is a powerful tool that simplifies the process of implementing tags on your website or app. And measuring conversions is essential to the success of any digital marketing strategy.
I hope you liked it. If you need more information about Google Tag manager or how to measure your conversions in Google Ads, we are here to help you.
See you next time!
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