Google Tag Manager (GTM) has been one of my favorite topics of conversation over the last couple of years. However, what is important to cover is the actual reasons as to why you should be using GTM.
Through GTM you’ll deploy and manage numerous selling and analytics tags on a website or mobile app. In different words, GTM may be an easy answer that may assist you to manage the tags or snippets of JS that send data to 3rd parties, on your mobile app or website.
A Mobile developer is often in a position where he and his team have to think about the app’s success once it is on the store. If you fall into the category of developer-business person-marketer-hybrid, you should know what amazing stuff the Google Tag Manager can do for your app.
The Google Tag Manager for mobile apps (it was originally created to serve the web) is used together with Google Analytics to help you abstract the tracking details from the app’s codebase and makes both marketers and developers lives easier.
Implementing GTM in your mobile app does require some initial technical investment, but from then on, marketers can update certain parts of the app through the GTM interface without interacting with the developers, and without having to resubmit the app on the store.
Tagging can get pretty complex when Database related Mobile App or websites can have lots of tags or code snippets that need to be added, require updating regularly or have complex installations, but it’s not just the complexity involved, and there are several other reasons why you should use a tool to manage all your tags – and in particular Google Tag Manager.
Let’s, get started with the list of benefits of Using GTM
1. Ease of use
GTM enables team members to make updates and add new tags quickly and easily, without complex code changes to the site. This allows the team to test each change and deploy when ready without the help of a developer, which streamlines the process, speeds time to launch and allows the IT department to focus on larger projects like improving the site as a whole.
2. Easy updates
GTM makes future upgrades and enhancements much simpler since modifications can be made through the interface and not on each page of your website. In addition, if you’re considering upgrading to Universal Analytics, GTM’s upgrades will make the gradual transition much easier.
3. Debug features
GTM’s built-in debug features allow the team to test and debug each update on your site prior to publication, ensuring that your tags work properly before they are life.
4. Version control
A new, archived version is created every time you publish a change through GTM, making it easy to rollback to a former version at any moment. This is ideal because it keeps tags organized; makes troubleshooting simple, and allows you to easily implement similar installations on new GTM containers.
5. Users and permissions management
GTM makes it easy to set permissions for individual users and control internally who has the ability to make changes to the website and assist with creating tags, macros, and rules.
6. Built-in tags
GTM comes with a number of important built-in tags for classic and Universal Analytics, AdWords conversions, remarketing, and more. This allows a marketing team that lacks coding experience to customize tags with just a few pieces of key information, without implementing the complicated code or enlisting the help of a developer.
7. Functions with Google Analytics
Speaking of built-in tags, GTM also allows you to install a basic implementation of Google Analytics via Google Tag Manager. GTM includes a tag template that gives you all the options you would have had in your previous Google Analytics implementation. Plus, it’s compatible with older onsite code for event tracking, page views, and cross-domain tracking.
8. Event tracking
Traditionally, event tracking involved adding code to the website to track visitor events like clicks, video engagement, and form submissions. GTM’s auto-event tracking feature eliminates the need to manually tag each link you want to track. Instead, you can target links or buttons by attributes that are already on the link or by using a standardized naming structure.
9. Pre-defined tags
Google is well aware that the majority of websites use a similar selection of tags. This isn’t just limited to Google Analytics or AdWords Conversion Pixels – it also includes other tags used for remarketing purposes.
A (relatively) new feature in GTM is environments. which enables you to control your tag manager installation across live/production websites or apps, and their development/staging counterparts.
Also, it enables you to publish your tags to different environments, for example, a testing server, so you don’t affect or change your live version when publishing. You can then share preview modes with others to further test your installation – incredibly useful for those more complex installations.
11. User control & permissions
In a similar vein to Google Analytics, the application allows you to have control over who can access your setup and how much they are allowed to do within GTM. These permissions start at the ‘view only’ level, and then you can enable ‘Edit’, ‘Delete’ or ‘Publish’ permissions on a per container basis.
Within accounts (comparable to an account in Google Analytics) you can then set either ‘View only’ access, or ‘View, edit and manage’ access.
12. Improving user experience
How can a tag management system improve user experience? Well, it can do this both directly and indirectly. Its direct impact is improving site speed.
let Say you have several tags on your Mobile App. This results in more code to load, and potentially a slower page load time. You could even have tags on your site that are old and no longer in use.
Tag management systems only load the tag container snippet, and all the tags are housed within the snippet. You can then manage your tags all from one location (the dashboard) and speed up your site.
There are caveats to this – too many tag snippets can cause load time issues, for example – but generally, GTM should improve site speed performance.
I think Google Tag Manager could well be one of Google’s next big pushes. With recent developments around the launch of their range of free analytics-related products, such as Google Optimise, the installation of these tags will become even more important. After some of their experiments that have not performed so well.
People need analytics. People need data. People need tools that can save their time or streamline the little resource
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