How To Simplify Website Analytics Using Google Tag Manager

Understanding and deploying website analytics can be complex and technical. Google Tag Manager is a tool designed to simplify collecting and managing your site’s data. This guide outlines the steps to setting up GTM, streamlining your tag management, and leveraging its full capabilities to enhance your analytics strategy.

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Key Takeaways

  • Google Tag Manager (GTM) simplifies the addition and management of tags on a website, providing a single snippet of code for asynchronous tag loading, which enhances website loading times and user experience.
  • GTM integration with services like Google Analytics and Ads enables precise user behaviour tracking, customized event triggers, and efficiency in implementing conversion and remarketing campaigns without additional website code changes.
  • For advanced users of Google Tag Manager, version control and multiple workspaces facilitate team collaboration and efficient tag management. GTM’s debugging features ensure the accuracy of tag functioning before publishing, thereby enhancing data integrity and insights on user engagement.

Exploring the Essentials of Google Tag Manager

Exploring the Essentials of Google Tag Manager

Understanding GTM’s role as a tag management system marks the beginning of exploring its essentials. This free tool is a one-stop shop for the installation, storage, and management of marketing tags—think of it as a command centre for your website’s analytics and tracking needs. To make the most of this powerful tool, it’s essential to use the tag manager effectively.

Embedding a single segment of code from Google Tag Manager into your site allows you to remotely manage, store, manage and deploy various analytics and measurement tags, eliminating the need to modify your website’s code further. Consequently, GTM simplifies tag management and improves website loading times by preventing JavaScript errors through asynchronous tag loading.

Understanding Tags in Google Tag Manager

Tags are the lifeblood of GTM, serving as code snippets that enable integration with external services like Google Analytics, marketing platforms, Google Analytics, and support tools. These tags are pivotal for capturing and understanding user interactions, allowing businesses to measure user behaviour precisely.

Google Tag Manager facilitates connecting your organization, company, or website to a wide range of services and apps, including Google products. This enables data collection and sharing vital for analytics and targeted marketing campaigns.

The Structure of Triggers

But what good are tags without proper activation? Here’s where triggers come into play. They are the instructions and criteria dictating when tags should execute based on user behaviour or certain events on a website. A tag in Google Tag Manager is like a dormant spy, awaiting orders from triggers to spring into action, specifying the exact circumstances under which it should fire, such as a click on a link or a form submission.

Custom events, such as ‘link clicks’, can be tailored to track specific user actions, providing invaluable insights into user engagement.

Variables: The Data Handlers

To add another layer of sophistication, Google Tag Manager employs variables as the data handlers, supplying the necessary information for tags and triggers to function optimally. Variables can be used to fine-tune triggers, such as limiting a tag to fire only on specific URLs, ensuring that the tracking is as precise as possible.

By enabling variables related to actions, such as click classes, Google Tag Manager allows for even more refined event tracking, adapting to the unique needs of your site.

Setting Up Your Google Tag Manager Account

Setting Up Your Google Tag Manager Account

Starting your journey with GTM involves setting up your tag manager account. The process is straightforward and consists in creating a container—a dedicated space for managing your website or app’s tags. Agreeing to the Terms of Service is a prerequisite for proceeding with the creation of your account.

With an account in place, you can manage apps in multiple containers, each tailored to different platforms like web, iOS, Android, and AMP, providing a unique setup process for each. It is wise to create and manage a distinct container for apps for each digital property you own to keep your management process streamlined and organized.

Starting with a Container

Your first action item is to create a container, which will be the nucleus of your tag management system. This container must be aptly named and designated for the correct platform—be it the web, a mobile app, or an AMP site. It’s imperative to select the correct type of container to ensure it effectively manages the tags for collecting data and tracking conversions.

Proper tag setup and configuration of resources in your container are the cornerstones of efficient tag management code.

Adding Your Site to Google Tag Manager

Once your container is set up, the subsequent step involves incorporating your site into Google Tag Manager. This is done by installing a script tag in the head section and a NoScript tag after the opening body tag of your website’s HTML. Security is paramount, and GTM uses HTTPS by default in the web page snippet to protect your container, but it can also be adjusted for non-secure pages if necessary.

Each container bears a unique identifier, the ‘GTM-XXXXX’ container ID, which is used when editing and embedding the code snippets into your website.

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Integrating Google Analytics with Google Tag Manager

Integrating Google Analytics with Google Tag Manager

GTM exhibits its full potential when used in combination with Google Analytics. Creating and editing a tag for a Google Analytics 4 property is a breeze within your GTM account—configure it as the tag type and input the tag with your Google tag ID. GTM is the muscle behind events, cross-domain measurement, and ecommerce features, making your business’ tracking setup robust and comprehensive.

Moreover, an assortment of page view triggers in Google Tag Manager allows you to configure your Google Analytics tags to fire upon webpage loading, ensuring every visit counts. This integration is further strengthened by utilizing GTM’s Preview Mode alongside GA4’s DebugView, enabling a meticulous real-time data validation process.

Tracking Page Views and Events

To record every user landing on your website, Google Tag Manager is configured to trigger a Google Analytics tag with each page view, thereby capturing the essence of user engagement. Page view triggers in GTM can be fine-tuned to fire only under certain conditions, like matching specific URL patterns and ensuring that tracking is only done for relevant pages.

Furthermore, GTM can create triggers for specific user-initiated events, such as ‘All Link Clicks’, to capture clicks on links throughout your website and send the captured data to Google Analytics as events.

Conversion Tracking Made Easy

Google Tag Manager typically outperforms conversion tracking, a crucial part of deciphering user engagement with your website. It simplifies the measurement process by enabling you to define specific interactions—like adding items to a cart or form submissions—as events, which are then categorized as conversions in Google Analytics.

GTM’s capabilities extend to providing a more nuanced view of your bounce rate by measuring actual time spent engaging with content.

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Harnessing Google Ads with Google Tag Manager

Utilizing Google Ads for Lead Generation Tools and Google Tag Manager

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Google Tag Manager also demonstrates its indispensability in the domain of Google Ads. It streamlines managing conversion tracking, allowing you to:

  • Measure your campaigns’ success effortlessly
  • Set up Google Ads conversion tracking tags through GTM
  • Accurately trace the effectiveness of your advertising efforts

Moreover, remarketing—a pivotal feature for engaging previous site visitors—is made manageable through GTM’s setup of remarketing tags, enabling you to target former visitors with tailored ads.

Conversion Tracking for Google Ads

GTM provides a systematic approach to implementing conversion tracking for Google Ads. Start by creating a conversion action in Google Ads, which generates a tag that GTM can deploy. This requires inputting the Google Ads Conversion ID and, if available, the Conversion Label into GTM.

Enhanced conversions for web are an intricate feature that allows you to collect and store user-provided data on the conversion page in a privacy-conscious way, improving the accuracy of your conversion events,.

Remarketing Magic

GTM wields its magic on the remarketing tag, utilizing the Google Ads Conversion ID and Conversion Label to effectively target previous visitors.

By generating data segments through Google Ads’ Audience Manager and integrating the Conversion Linker, GTM ensures that your web remarketing tags are primed for action under specific conditions, such as firing on all web pages for broad remarketing.

The configurability extends to both standard and dynamic remarketing, offering flexibility to customize the execution of remarketing tags based on various user interactions with other users of your site.

Advanced Google Tag Manager Features

Advanced Google Tag Manager Features

Advanced features are available for those prepared to elevate their usage of GTM. GTM provides version control, with notifications to update workspaces when they become out of sync with the latest code or container changes, ensuring you’re always working with the most current setup.

Moreover, GTM includes a safeguard to prevent the removal of all administrators, thus ensuring continuous management access.

Workspaces and Collaboration

Google Tag Manager fosters a collaborative environment by allowing the creation of multiple workspaces within a container. This enables separate teams to develop independently and test tag manager configurations, enhancing efficiency and minimizing conflicts. While GTM 360 accounts boast unlimited workspaces, standard accounts have a maximum of three, encouraging concise and well-organized changes.

Sharing resources in a workspace’s preview mode through a URL and providing clear descriptions of changes are recommended for effective team collaboration.

Managing User Permissions

Effective tag management also involves managing user permissions within GTM, which can be done at account and container levels. These permissions range from read-only access to full rights to edit, approve, or publish, allowing for granular control over who can make changes within GTM,.

Users can create workspaces and edit tags, but their ability to create versions of sites or publish pages may be restricted depending on their permission level and the actions of other users.

Debugging and Publishing Your Tags

After configuring your tags in GTM, the subsequent crucial step is validating their correct operation, a process facilitated by debugging. GTM offers a preview mode that allows you to connect to your website and test the tags in real time, providing a secure environment to debug away from the eyes of regular site visitors.

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Start Debugging Like a Pro

The debug interface in GTM is your window into the inner workings of events, tags, variables, and the data layer. This powerful tool ensures that tags function correctly across various site interactions, offering peace of mind before going live. Exiting the preview and debug mode is just as simple as entering it, ensuring you can start debugging and stop testing as needed.

For those seeking even more detailed insights, browser extensions offer advanced troubleshooting capabilities.

The Publishing Workflow

After extensive testing and debugging, the last stage in the GTM procedure is to publish your tags. This crucial step requires you to submit a description of your changes and activate the tags on the live website. It’s a moment of culmination, where all your careful planning and testing come to fruition.

Enhancing User Behavior Insights

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Beyond just managing tags, GTM is a potent instrument for augmenting insights into user behaviour. Enhanced conversions for the web allow sites to supplement existing tags with hashed first-party data, improving the accuracy of conversion measurements in a privacy-safe manner.

Beyond Page Views: Engagement Metrics

Analyzing user behaviour on websites extends beyond simple page views. GTM allows you to set up custom events to track specific website interactions, such as how far users scroll on a page or their engagement with video content. These engagement metrics offer a deeper understanding of how users interact with your website beyond the basic analytics metrics.

Form Submission Tracking

One of the most insightful user interactions for websites to manage and track is form submissions, and GTM excels in this regard. By configuring triggers to fire on form submission events, you can capture when users fill out and submit forms on various pages on your site. This data is invaluable for understanding user behaviour, measuring form performance, and improving conversion rates.

Best Practices for Using Google Tag Manager

Adherence to best practices is crucial for maximizing the value derived from GTM. Here are some best practices to follow:

  1. Use descriptive and consistent naming for tags to help with identification and management within GTM.
  2. Use separate tags for different functions to keep things organized and minimize errors.
  3. Leverage templates to streamline the tag creation process and ensure consistency.

Following these best practices will help you get the most out of GTM.

Keeping Your GTM Container Organized

Organization within your GTM container is paramount. Implementing a descriptive naming convention for tags, triggers, resources, and variables aids in navigation and configuration. Regular audits of your container help maintain its organization by identifying and removing outdated tags.

Ensuring Fast Performance

Speed is of the essence when it comes to your website’s performance, and GTM plays a pivotal role in this arena. Here are some tips to enhance performance and ensure a fast, seamless user experience:

  • Keep your container lean by removing unnecessary tags and consolidating similar ones.
  • Be reasonable when firing non-essential tags.
  • Avoid tags that perform heavy document object model (DOM) manipulations to prevent delays in page loading.

Following these tips will enhance your company’s business performance and make business management more manageable.


In our journey through the intricacies of Google Tag Manager, we’ve uncovered its essentials, explored the seamless integration with Google Analytics and Google Ads, delved into advanced management features, and highlighted best practices.

GTM emerges as a transformative tool, simplifying the complex web of site analytics and empowering you to make data-driven decisions easily. Embrace GTM and witness your digital marketing efforts ascend to new heights of efficiency and insight.

Frequently Asked Questions

Is Google Tag Manager for free?

Yes, Google Tag Manager is free to use for all users.

What is Google Tag Manager primarily used for?

Google Tag Manager is primarily used for installing, storing, and managing marketing tags on a website or app without modifying the code, simplifying analytics and measurement. It offers an efficient way to store and handle various tracking and marketing scripts without directly changing the website’s code.

How can I track specific user actions on my website using GTM?

To track specific user actions on your website using GTM, you can create custom triggers like ‘All Link Clicks’ and configure them to send captured data to Google Analytics as events. This will help you monitor and analyze user engagement effectively.

Can GTM be used for tracking conversions, and how?

Yes, GTM can track conversions by defining user interactions as events and classifying them as conversions in Google Analytics, offering insights into user engagement.

Is it possible to use GTM for remarketing purposes?

Yes, it is possible to use GTM for remarketing purposes by setting up remarketing tags that enable targeted ads using Google Ads Conversion ID and Label.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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