Should I Use Google Tag Manager in Singapore?

Google tag manager in Singapore

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Managing your analytics and marketing tags is not an easy fete, and that is why you should consider using Google Tag manager in Singapore. Many digital marketers have expressed their frustrations with hard-coding tags on a website or mobile app.

Google Tag manager streamlines tag management, and it helps you to manage your entire tags ion a central location. With time, you will have a greater need for integrating website data, which will also become more complex.

However, data integration will become more difficult to maintain. Integration in Google Tag Manager is done through ETL (exact, transform, load). For this reason, Google Tag manager in Singapore will hardly work for the ordinary digital marketer in Singapore.

What is ETL?

ETL, Extract, Transform, and Load, is s process used to transfer data from one data source to another especially on databases. Google Tag manager routes data from one source to another, much like from your site to Google Analytics, you will be knowingly or unknowingly be carrying out the ETL process.

Extract

This function is used to remove data from a data source, such as your mobile app or website. With that said, there are more data sources available to you including CRMs, local databases, email platforms, and point of sales systems.

Depending on how your business in Singapore collects data, you cannot set a limit to the number of available data sources. However, you need to have considerable knowledge and experience in JavaScript and development to your data source to extract data using Google Tag manager in Singapore.

With that said, there are as many JavaScript libraries as there are data sources, but how many libraries can you master and learn more so remember? On top of this, JavaScript libraries are updated frequently, and if the JavaScript gets an update without your knowledge, your tracking would immediately stop working, and you will not have any prior notification.

You will need to create extract functions for every data source, and you will also need to ensure that the system, which includes variables, triggers, data layers, tags, and the JavaScript library, you use to extract the data should remain intact every time.

This makes the extraction processes complex and challenging for experienced web developers let alone a digital marketer with mediocre JavaScript skills in Singapore.

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Transform

This function transforms the extracted data into a format understandable to the destination data source. In the same way that there is an unlimited number of data sources, there is no limit to the destination sources.

An example of the transform function is converting event data into the format that Google Analytics can understand. However, the more destinations data sources you have, the more transform functions you would need to carry out.

Much like the extract function, you need to hardcode the transform functions as well as ensure that the system used in transforming data remains intact. This also makes the process of transforming data using Google Tag manager in Singapore challenging and complex, and this will pose a problem with a digital marketer who lacks sufficient skills in JavaScript in Singapore.

Load

After you have extracted and transformed the data, the load function sends the transformed data to the destination data source. Depending on the destination of your data, and the type of data, creating the load function can become complex very fast.

Much like the extract and transform functions; you need to create as many load functions as you have destination data sources manually. More so, you need to ensure that the system used in routing the data should remain intact at all times.

This is also a challenging and complex affair. With that said, you need to carry out ETL for each tracking requirements from specific data sources. Your tracking requirements are bound to increase over time, and this creates a need to set up and maintain several ETL functions.

Why Google Tag Manager in Singapore Does Not Always Work

The ETL functions as we have seen are challenging and complex; however, do you want to create and maintain hundreds of ETL functions? Unfortunately, Google Tag Manager cannot be helping you automate ETL functions.

As long as you use Google Tag Manager and other tag management solutions, then you will have to carry out ETL functions manually. On top of this, you will need to ensure that the system components including triggers, tags, JavaScript libraries, data layers, and variables used in creating ETL functions remain intact always.

While Google Tag manager in Singapore seeks to automate tag management, there is a lot of engineering work, and that defeats the purpose of investing in a tag management tool. Is there a solution to the problem?

The most viable solution especially if you are in a situation where you are required to route data between several data sources and destinations for hundreds of different tracking requirements, you should ditch using Google Tag manager in Singapore and other tag management tools.

Google Tag manager and other tag management tools cannot handle carrying out hundreds of complex ETL functions. This is despite the fact the ETL functions are crucial in carrying out Business Intelligence that is necessary for working Big Data.

Segment

This is a hub between your original data sources and destination sources. While it is not a tag management solutions tool, it is one of the best Google Tag Manager alternatives, but it is not a replacement. Unlike Google Tag Management, Segment does not rely on data layers, but an API, which can replicate your historical data into any new tool as well as route the data to different tools.

A tool such as Segment allows you to automate some or all parts of ETL functions. More so, you can track the clicks on the ‘add to cart’ button using their tracking code.

Segment can also automatically route the same event data to all of your data destinations. The tool removes the need to create and maintain, transform, and load functions for each destination source.

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With Segment API, any changes in the JavaScript library you use on your data source, the Segment will support the integration with the data source. This tool will also automatically start using the updated JavaScript library without pausing your tracking.

Moreover, you will not have to make changes to your tracking code. Once you send your analytics data in Singapore to ‘segment,’ it will route the data to your chosen data sources. Segment will them route the data to your preferred analytics tools.

Conclusion

Few tools can replace Google Tag manager in Singapore, but since it has been in use for quite a while, marketers are finding it difficult to use the alternatives. Segment is a better alternative since it can fully automate the creation and maintenance of ETL functions.

Contact us today for digital marketing services in Singapore. Our team will handle your marketing and analytics tags to ensure that your business get more leads online.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.
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May 01, 2019

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