Why use Google Tag Manager on your website?
Everyone knows Google Analytics or Google AdWords, but until you take a step into the digital world you do not know Google Tag Manager. It is true that this element is not interesting for small web pages or blogs, where only with the code of Analytics is enough, but once you leave the web behind for fun, and you focus on your business and your site, it will be necessary its implementation. If you want to consolidate yourself as a web positioning specialist, you will have to control the tool perfectly. But before explaining the reason for using Google Tag Manager, it will be necessary to explain what it is.
What is Google Tag Manager?
Google Tag Manager is a tool for managing labels and codes, which works through containers. It is a <script> that should be placed just after opening the body of a web page. It is not necessary to add any more code to the page, since the changes that we want to make, whether add or delete codes, will be made from the official page of the platform.
That is, within the “container” of Tag Manager we can put all the codes that we want on the web, without needing to touch it. Once we update the Tag Manager code, it is automatically updated on your website and the modification will have been made.
How does Google Tag Manager work?
uckily, its use is quite simple and does not require extensive knowledge of code insertion or creation of events. What must be clear are the elements that exist within the tool:
Tags: are the fragments of code that we will put in the container to make the measurement. The Google Analytics code or the Google AdWords code would be two labels for example.
Activators: are the rules with which tags are activated. With the code of Analytics for example, we will put the activator to enter any web page. But it can also be by doing a 30% scroll or by sending a form.
Variables: they are different values that can be used by tags or activators.
Once we have clear these 3 concepts we can start working on our website.
How do I install the Google Tag Manager code on my website?
If you want to start this adventure, the first thing you have to do is create an account on the official website of the site. They will ask you for the basic information of your website. Once we have filled in that information we will be given a tracking code, similar to that of Analytics, and two scripts. In the image I indicate the two scripts that they give us.
In this case we will have to choose, if we want to enter the tracking code (GTM-XXXXX) through a plugin, if we are using WordPress, or put the scripts by hand. If you have technical support I recommend that these be responsible for putting it on hand on the web. If not, you can use the DuracellTomi’s Google Tag Manager plugin. It works perfectly, although it will manually place the scripts in the footer, and it is not advisable. But for the rest, it is a plugin that works very well and that makes life much easier.
Once we have put the container in our website it is time to use it. Next I will indicate how the Google Analytics code is configured with Tag Manager.
Configuring the Google Analytics code with Google Tag Manager
With the Analytics code we will be able to measure and make a very complete follow up of our website. Putting it through Tag Manager is as easy as entering the code manually. It is important that if you already have the Analytics code installed, and you are going to put Tag Manager, you remember to delete the first, so that the duplicate code is not there.
Creation of the Google Analytics variable: from the work table we must go to the variable section, we will find it in the vertical menu on the left. From there we will create a new variable, which should remain as seen in the following image.
Creation of the tag: to insert the Analytics code using Tag manager it will be necessary to create a tag. In the menu on the left of the work table we will find this section. For the configuration of this tag we will have to select the type of tag “Google Analytics Universal”, in type of tracking we will select “page view” and we will select the Google Analytics configuration, which is the variable that we have just created. In the image I show how it should remain as a whole, including point 3, the selection of the activator.
Activator selection: in this case we will select to activate this code with each visited page. In this way it will work as the Analytics code of a lifetime.
Preview: before sending the new information to our container it is advisable to click on preview, to the right of the header. In this way we will see that everything is fine.
Send the code: this is the last step. This button is next to the preview button. Before sending you will ask us to fill in some information, such as the name of the change we are going to make and a description of what we do. Next I leave an example.
In this simple way we have already placed our Analytics code on the web thanks to Google Tag Manager.
Do I have to configure Google Tag Manager on my website?
Google Tag Manager is a tool that will facilitate the work and management of the entire web. At the moment you have to put some code in addition to Google Analytics, or want to make events you will need it. That’s why I recommend it to everyone.
I trust that this article will motivate you to install and configure the Google Tag Manager container. I recommend that you investigate this digital marketing tool to the maximum to get the most out of it. Later I will talk about scroll events. an activity that will make you know even more in depth the behavior of users and that will cause the bounce rate of the website to fall.
See you in the next article!