What is Google Tag Manager?


We rely on customer data to better understand our customers. How they are using our website, what they are looking for, what interests them and so on. Without understanding this we can’t tailor our delivery to their needs.

Whether you’re a small business, a large e-commerce shop, or a B2B service provider, understanding your customers is essential. Google Analytics is great for collecting this data, but when you have this, tracking for Google and Facebook Ads + 3rd party software on your site it can really affect your site speed.

Utilizing Google Tag Manager (GTM) can help reduce the load on your website while allowing you to gather more data from your website.

Basically, GTM adds tags to a website to gather information which can be sent to Google Analytics or any 3rd party software. It can be used for a wide range of purposes such as;

  • Monitoring & counting form submissions,
  • scroll tracking & developing heat maps,
  • tracking the number of clicks and file downloads.

Tag Manager Uses, It’s Benefits & Downfalls

Relying Less on Web Developers

One of the main advantages of using Google Tag Manager is its user-friendliness. It allows most marketers to use, and set-up tracking and tags without the help of web developers.

Some Technical Knowledge is Still Required

Yet despite the reduced need for developer help, there are still some aspects where GTM would require technical expertise. Installing GTM on your website does require edits to the theme of your Website and setting up some more in-depth tags could require some additional set up.

Many Businesses Can Take Advantage of It

Google Tag Manager is a great tool that all businesses can use on their website. Since it makes installation & setup straightforward, it can perfect for smaller companies that might not have enough funds for more external help from developers.

GTM Can Be Utilised with Mobile Apps and AMP Sites

Using Google Tag Manager doesn’t mean that you’ll only be limited with regular websites, you can also use GTM for mobile apps and AMP sites. For mobile apps, GTM is quite useful since it allows users to add and edit tracking tags without the need to download or be using the latest version of the app.

What Makes Up GTM


We’ve already used some of these terms above, and we understand they’re technical jargon. Here are some of the main parts of GTM and what they actually mean.



When starting out with GTM, one of the first things you need to make is a container. A container is basically something that “stores” all of the tags in your website.

Once you’ve made a new container, you’ll be given some code by GTM so you can add it to your website. This is the container code and it has to be added to the source code so that it will display correctly on each page on your site.


Tags are what communicates with Google Analytics to identify the ‘goal’ you want to track. For example if you wanted to track Form Submissions of Phone Calls from your website, you will need to set up a ‘tag’ in GTM that can be the bridge between Google Tag Manager and Google Analytics.


There is a specific purpose intended for every tag on a website. Perhaps you wish one tag to send data to someone as soon as they download something, when a link has been clicked on or when submitting forms. But how do these Tags know when to fire? And how to they know the difference between Calls and Emails from a site?

This is where triggers come in. Triggers are set up to identify when a certain action takes place on a website and then lets the relevant tag know to fire and count the action. Each action that customers take on a site has a different identity which can be identified through triggers.

Variables and Constants

If tags are dependent on triggers, then triggers rely on variables. These variables are the ones that contain the value which a trigger needs to consider to know whether it should fire or not. This helps to further identify the action that is taken on a website, so the correct tag can fire.

Data Layers

Data layers are JavaScript objects that keeps information tags separated from the rest of the code in your site. They are optional to have but they can be especially handy in tracking certain events.

GTM can be used in conjunction with Google Analytics to keep track of eCommerce. It has two implementation methods to keep track of results. These are:


Standard eCommerce


This report lets you take a look at the purchase activity from your app or website. It can acquire product and transaction details, the average order value, the time to buy, conversion rates and a lot more.


Enhanced eCommerce


This is a report which continues off on the standard version but adds on some extra features. You will be able to view data such as when your customers have added items to their shopping carts, when they began the checkout process and when they have finally accomplished the purchase.


Why Google Tag Manager & eCommerce Tracking is for You


With data comes great responsibility. The more you have, the more confusing it can be to understand. Google Tag Manager works to streamline all this data by identifying in more detail the actions your customers are taking on your website.

The better you can understand and use this data the better your advertising campaigns will perform. The more your can understand how your customers are using your website, the more you can customize your site to how your customers actually use it.

If you’re interested in improve your marketing campaigns and getting more use out of your website, give Be Media a call today!


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