Using Google Tag Manager efficiently – Guide for beginners

The Google Tag Manager (GTM) is a powerful tool for managing tracking and marketing tags on your website. Beginners often feel uncertain about how to start with the first steps. This guide provides you with the necessary information and steps to efficiently start with GTM.

Key Takeaways

• Identify what you want to track on your website.
• Confirm the tools and integrations you need.
• Understand the Data Layer and its significance for tracking.
• Install Google Tag Manager and set it up.
• Commit to planning ahead to avoid unsatisfactory post-work.

Step-by-Step Guide

1. What do I want to track?

To effectively use your Google Tag Manager, you should first consider what you actually want to track. Review all pages of your website to determine which elements you want to track.

A good approach is to document this information. Note on which pages relevant elements are located and which specific actions you want to track. For example, on a contact page, you can keep an eye on the completed contact form or the click on the contact button.

2. Which tools do I need?

The next step is identifying the tools you want to link with Google Tag Manager. Different tools require different information. For example, if you want to use the LinkedIn Insights Tag, you need less information compared to the Facebook Pixel.

If you plan to use Google Analytics or Google Ads, ensure you have the necessary knowledge and accounts. This is important because you may need to add additional tools or scripts to ensure complete tracking.

3. Do I need a Data Layer?

The Data Layer is crucial for the functioning of Google Tag Manager. It serves as a container for the specific information you want to track. A well-implemented Data Layer allows GTM to receive and utilize the right information.

Make sure you have captured all necessary information in the Data Layer before proceeding with further setup. This ensures that your tracking events can be triggered correctly.

4. Installing Google Tag Manager

Once you have clarified and documented the above questions, you should install Google Tag Manager on your website. This is a straightforward process. You need to insert the provided code into the header and footer of your website.

5. Setting up User Management

After installation, you should also set up user management in Google Tag Manager. This is where you determine who has what permissions. It is essential to grant the right access rights to administrators or team members to ensure smooth collaboration.

6. Setting up Tags, Triggers, and Variables

You can now start setting up your Tags, Triggers, and Variables. This is the core of Google Tag Manager. You can create different tracking events that will be triggered upon specific actions on your website.

7. Publishing the Container

Once you have set up all necessary Tags and Triggers, you can publish the container. This ensures that your setup is live on your website and collecting the desired data.

8. Verification with Google Tag Assistant

Use the Google Tag Assistant to ensure everything is functioning correctly. This step helps you identify any issues or missing elements in your tracking.

9. Avoiding Post-Work

Planning ahead is essential to avoid later post-work. Make sure you have captured all elements you want to track before publishing. Forgetting an additional landing page or an important contact form can lead to complications after publication.

Summary

Working with Google Tag Manager can be a challenge. However, with clear planning, successful installation, and precise configuration of the required tags, triggers, and variables, you can implement effective tracking on your website. Plan ahead and keep all information documented to avoid post-implementation adjustments and successfully optimize your website.