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    • Best Cryptos
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      • Best Crypto Winter Tokens
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      • Best Future Cryptocurrency
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      • Best Utility Tokens
      • Coins to Buy on the Dip
      • Fastest Growing Crypto
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      • Long Term Investments
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      • How to Spend Bitcoin
      • How to Spend Ethereum
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      • Earn Free Crypto
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        • Earn Free Bitcoin
        • Make Money With Crypto
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        • Aqru Review
        • Best Staking Coins
        • Crypto Interest Accounts
        • Crypto Lending Platforms
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        • Crypto Savings Accounts
        • Crypto Staking
        • Earn Interest on Bitcoin
        • Earn interest on Ethereum
        • Earn Interest on Stables
        • What is APY in Crypto?
        • Yield Farming Platforms
        • Yield Farming vs Staking
      • DeFi Crypto Guides
        • Best DeFi Apps
        • Best DeFi Interest Rates
        • Best DEX Coins
        • DAO Crypto Projects
        • DeFi Lending Platforms
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    • Buy Crypto
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    • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • Kishu Inu Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Samoyed Coin Prediction
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      • Stepn GMT Price Prediction
      • SXP Coin Price Prediction
      • VeChain Price Prediction
      • XRP Price Prediction
    • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
    • Best Crypto Exchanges
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      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
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      • Bitstamp Review
      • Bitstamp Sign Up Bonus
      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
      • Crypto.com Visa Card
      • Crypto Credit Cards
      • Crypto Tax Software
      • Margin Trading Exchanges
      • Social Trading Platforms
    • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
      • Buy Shiba Inu
      • Buy Tamadoge
    • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
    • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
    • How To Buy NFTs
      • Best NFT Apps
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      • Best NFT Giveaways
      • Best NFT Lawyers
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      • Best NFT Presales
      • Best NFT Wallets
      • Best Utility NFT Projects
      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
    • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
      • Buy GMT
      • Buy Immutable X
      • Buy The Sandbox
    • NFT News
      • Celebrity Backed NFTs
      • Celebrity NFT Owners
      • Cheapest NFT Projects
      • Coolest NFT Projects
      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
      • NFT Horse Racing Projects
      • NFT Trading Card Games
      • Sport NFT Drops
    • Invest in the Metaverse
      • Best Metaverse Apps
      • Best Metaverse Games
      • How to Invest in NFTs
      • Metaverse Projects
      • Metaverse Real Estate
      • NFT Land Projects
    • Best NFTs To Buy
      • Azuki NFTs
      • CryptoPunks NFTs
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      • PolygonPunks NFTs
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      • Binance
      • Crypto.com
      • DraftKings
      • Looksrare
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      • NFT Launchpad
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      • OpenSea
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  • Stocks
    • Types of Stocks
      • Best Biotech Stocks
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      • Buy Adobe Stock
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      • Buy DWAC Stock
      • Buy eBay Stock
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      • Buy Ford Stock
      • Buy Gamestop Stock
      • Buy Hertz Stock
      • Buy Lockheed Martin Stock
      • Buy Matterport Stock
      • Buy Monday.com Stock
      • Buy Meta Stock
      • Buy Medifast Stock
      • Buy Netflix Stock
      • Buy Nike Stock
      • Buy Nikola Stock
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      • Buy Rivian Stock
      • Buy Roblox Stock
      • Buy Pfizer Stock
      • Buy SAVA Stock
      • Buy Spotify Stock
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      • Buy Upstart Stock
      • Buy XELA Stock
      • Buy Zoom Stock
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      • Invest in Stocks
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  • Trading
    • Best Trading Platforms
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      • How to Day Trade Stocks
      • How to Trade Commodities
      • How to Trade Crypto
      • How to Trade ETFs
      • How to Trade Gold
      • How to Trade NFTs
      • How to Trade Oil
      • Islamic Brokers
      • Low Margin Rate Brokers
      • Paper Trading Platforms
      • XTB Review
    • Best Forex Brokers
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      • Best Forex Signals
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      • Best Scalping Brokers
      • High Leverage Brokers
      • Low Spread Forex Brokers
    • Trading Robots
      • Algorithmic Trading
      • Bitcode AI Review
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      • Bitindex Prime Review
      • BitIQ Review
      • BitTrader Review
      • Crypto Bank Review
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      • Teslacoin Review
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      • 7Tesler Review
    • Bitcoin Robots
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      • Bitcoin Revolution Review
      • Bitcoin Rocket Review
      • Bitcoin Smarter Review
      • Bitcoin Up Review
      • BitcoinX Review
      • Bitprime Gold Review
      • BitProfit Review
      • Bit Index AI Review
      • British Bitcoin Profit
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Business 2 Community
  • Investing
      • Best Cryptos
      • Best Beginner Cryptos
      • Best Crypto Under $1
      • Best Crypto Winter Tokens
      • Best Emerging Cryptos
      • Best ERC20 Tokens
      • Best Future Cryptocurrency
      • Best Move to Earn Crypto
      • Best Utility Tokens
      • Coins to Buy on the Dip
      • Fastest Growing Crypto
      • Hottest Cryptos Right Now
      • Most Promising Cryptos
      • Next Crypto to Explode
      • Invest in Crypto
      • How to Invest in Bitcoin
      • How to Invest in DeFi
      • Long Term Investments
      • Low Market Cap Cryptos
      • Most Undervalued Cryptos
      • Penny Cryptocurrencies
      • New Cryptos
      • Best Crypto ICOs
      • Best Crypto IDOs
      • Best Crypto IEOs
      • Best Crypto STOs
      • Best Crypto Crowdsales
      • Best Crypto Presales
      • Best Crypto Private Sales
      • Buying Coins Pre Launch
      • Crypto Games
      • Best Blockchain Games
      • Best GameFi Cryptos
      • Best Gaming Crypto Coins
      • Best Play to Earn Games
      • Crypto News
      • Best Crypto Reddit
      • Best Crypto Signals
      • Crypto Tiktok Trends
      • Crypto Youtube Channels
      • Twitter Crypto Trends
      • Crypto Wallets
      • Best Cardano Wallets
      • Best DeFi Wallets
      • Best Ethereum Wallets
      • Best XRP Wallets
      • Crypto Bank Accounts
      • How to Spend Bitcoin
      • How to Spend Ethereum
      • Bitcoin Casinos
      • Best Bitcoin Gambling Sites
      • Best Crypto Lotteries
      • Bitcoin Blackjack Sites
      • Bitcoin Roulette Sites
      • Bitcoin Slots Sites
      • Ethereum Casinos
      • Earn Free Crypto
      • Best Crypto Airdrops
      • Best Crypto Faucets
      • Best Crypto Giveaways
      • Earn Free Bitcoin
      • Make Money With Crypto
      • Earn Interest on Crypto
      • Aqru Review
      • Best Staking Coins
      • Crypto Interest Accounts
      • Crypto Lending Platforms
      • Crypto Loan Sites
      • Crypto Savings Accounts
      • Crypto Staking
      • Earn Interest on Bitcoin
      • Earn interest on Ethereum
      • Earn Interest on Stables
      • What is APY in Crypto?
      • Yield Farming Platforms
      • Yield Farming vs Staking
      • DeFi Crypto Guides
      • Best DeFi Apps
      • Best DeFi Interest Rates
      • Best DEX Coins
      • DAO Crypto Projects
      • DeFi Lending Platforms
      • DeFi Staking Platforms
      • DeFi Swap Exchange
      • DeFi Yield Farming
      • Worldwide Crypto Guides
      • Best Africa Crypto Projects
      • Best Asia Crypto Projects
      • Best China Crypto Projects
      • Best Dubai Crypto Projects
      • Buy Bitcoin AU
      • Buy Bitcoin CA
      • Buy Bitcoin DE
      • Buy Bitcoin SG
      • Buy Bitcoin UAE
      • Buy Bitcoin UK
      • Buy Bitcoin ZA
      • Crypto Exchanges AU
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      • Crypto Exchanges UAE
      • Crypto Exchanges UK
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      • Bitcoin Mining Sites
      • Best Coins to Mine
      • Ethereum Mining
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      • Monero Mining
      • Crypto Marketing
      • Financial PR Agencies
      • ICO Marketing
      • Web3 Marketing
  • Cryptocurrency
      • Buy Crypto
      • Buy Bitcoin
      • Buy BTC with Apple Pay
      • Buy BTC with Credit Card
      • Buy BTC with Bank Wire
      • Buy BTC with eToro
      • Buy BTC with Paypal
      • Buy BTC with Prepaid Card
      • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • Kishu Inu Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Samoyed Coin Prediction
      • Shiba Inu Price Prediction
      • Stepn GMT Price Prediction
      • SXP Coin Price Prediction
      • VeChain Price Prediction
      • XRP Price Prediction
      • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
      • Best Crypto Exchanges
      • Best Altcoin Exchange
      • Best Metaverse Platforms
      • Best Crypto Apps
      • Best DeFi Exchange
      • Best P2P Exchange
      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
      • Best Binance Alternatives
      • Best Coinbase Alternatives
      • Bitstamp Review
      • Bitstamp Sign Up Bonus
      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
      • Crypto.com Visa Card
      • Crypto Credit Cards
      • Crypto Tax Software
      • Margin Trading Exchanges
      • Social Trading Platforms
      • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
      • Buy Shiba Inu
      • Buy Tamadoge
      • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
      • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
      • How To Buy NFTs
      • Best NFT Apps
      • Best NFT Games
      • Best NFT Giveaways
      • Best NFT Lawyers
      • Best NFT Lottery Sites
      • Best NFT Presales
      • Best NFT Wallets
      • Best Utility NFT Projects
      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
      • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
      • Buy GMT
      • Buy Immutable X
      • Buy The Sandbox
      • NFT News
      • Celebrity Backed NFTs
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      • Cheapest NFT Projects
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      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
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      • Invest in the Metaverse
      • Best Metaverse Apps
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      • How to Invest in NFTs
      • Metaverse Projects
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      • NFT Land Projects
      • Best NFTs To Buy
      • Azuki NFTs
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      • Lucky Block NFTs
      • PolygonPunks NFTs
      • Prime Ape Planet NFTs
      • VeeFriends NFTs
      • World of Women NFTs
      • NFT Marketplaces
      • Binance
      • Crypto.com
      • DraftKings
      • Looksrare
      • Magic Eden
      • NFT Launchpad
      • NFT Music Platforms
      • OpenSea
      • Rarible
  • Stocks
      • Types of Stocks
      • Best Biotech Stocks
      • Best Bitcoin ETFs
      • Best Blockchain Stocks
      • Best Cannabis Stocks
      • Best Cheap Stocks
      • Best DeFi Stocks
      • Best Dividend Stocks
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      • Best Upcoming IPOs
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      • Buy Oil Stocks
      • Buy Stocks on eToro
      • Buy Stocks via Credit Card
      • Buy Stocks with PayPal
      • Invest in Stocks
      • Invest in NFT Stocks
    • Trading
        • Best Trading Platforms
        • Best Investment Apps
        • Capital.com Review
        • Copy Trading Platforms
        • Demo Accounts for Stocks
        • Day Trading Platforms UK
        • eToro Review
        • eToro Review UK
        • eToro Review ZA
        • How to Day Trade Stocks
        • How to Trade Commodities
        • How to Trade Crypto
        • How to Trade ETFs
        • How to Trade Gold
        • How to Trade NFTs
        • How to Trade Oil
        • Islamic Brokers
        • Low Margin Rate Brokers
        • Paper Trading Platforms
        • XTB Review
        • Best Forex Brokers
        • Best Forex Brokers AU
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        • Best Forex Brokers IN
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        • Best Forex Signals
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    Digital & Social⟩Online Marketing

    The Complete Guide to Google Tag Manager

    author imageTom Whatley Last updated: 30 July 2021
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    Google Tag Manager (GTM) allows your team to collect data essential to making smart marketing decisions.

    Understanding the benefits of GTM and how to properly utilize it can be a challenge, so we’ve put together this guide as a reference point. You’ll learn how to set up your own account and get the most out of it.

    Why Google Tag Manager is important for tracking behavior and solving analytics problems

    Tags are snippets of JavaScript code added to a webpage to collect data and information. They help you monitor website or app visitor activity so you can optimize your site based on behaviors.

    Most websites need several tags in order to track different behaviors and user flows, like form submissions or page clicks. The more tags a website has, the more difficult it can be to manage.

    Enter Google Tag Manager.

    GTM is not the only tag management tool available, but it is the most accessible. It’s designed to work exclusively Google Analytics, which is why we’re focusing on it. Here are a few others:

    • TagCommander
    • Adobe Dynamic Tag Management
    • Segment
    • 7tag
    • Tealium

    GTM helps marketers get the customer data they need without habitually relying on a developer as the middle person. Here’s how:

    Stay organized

    Without a tag manager, a developer will need to manually add tags to your site, and set unique rules for each instance. Once in place, they’ll have to manually monitor activity, troubleshoot issues, discard expired code when new code is added, avoid conflicts, and so on.

    This is time-consuming and costly. Tag management streamlines the entire process.

    Tag managers minimize the amount of code you need to deploy across your website and allow you to house all code snippets in one central hub, keeping all of your tracking data neat and organized. And, it’s user-friendly—you don’t need to be a developer to make code implementations or changes.

    Think of tag management as a managing editor that oversees your content marketing operation. You can collate your publishing schedule, assignments, tasks, and documents in one place, and even automate activities, but without someone monitoring the workflow, the system will likely crumble.

    So while you don’t need a developer to monitor a tag manager, you do need personnel to keep an eye on it. That said, don’t cut IT out completely. Complex tagging tasks may still need to be implemented via a rule-driven, graphical interface.

    Keep technology costs down

    Bugs and barriers are inevitable, but GTM makes implementation and debugging easier, faster, and as a result, cheaper.

    A faster launch means your team has more time to work on other tasks, maximizing valuable resources. GTM is also completely free, so your team doesn’t need to allocate any of their budget towards another marketing software.

    Still, mistakes can and do happen. To keep costs down and avoid doubling back to fix user error, follow these best practices:

    • Define your goals and track what you actually need to measure, rather than casting a wide net to capture data you don’t need and won’t analyze
    • Avoid piling too many tags on every page, as that will slow page load down
    • Make sure to discard or disable unused tags, especially after running a test and deciding not to proceed past trial
    • Avoid deploying custom HTML tags that break existing code
    • Ensure you set up analytics alerts and consistently QA new implementations to detect buried issues
    • Retain publish rights to personnel who are familiar with the system, as giving account privileges to unqualified team members could jeopardize activity

    Increase the value of your analytics

    Google Tag Manager doesn’t have reporting capabilities. Rather, it sends the valuable information it collects to Google Analytics for analysis.

    Universal Analytics, and especially the powerhouse that is Google Analytics 4, provides great insight into which of your pages are performing well—but GTM helps you dive deeper.

    Your basic analytics tool can find things like:

    • Real-time pageviews
    • Location and device information of site visitors
    • Traffic sources
    • Top landing pages/blog posts

    To get even more value out of these insights, you need to take advantage of tags to discover things like:

    • How users navigate your site
    • Which pages generate the most conversions
    • Where website visitors are most likely to leave your site

    How to set up Google Tag Manager

    To get your Tag Manager account set up, follow these steps:

    1. Start with your goals

    Determining your tracking goals will help you decide which types of tags you need to create.

    You can create tags for Google Ads remarketing, conversion tracking, monitoring form submissions or button clicks, and more. There are also third-party integrations that you can connect to track information from sites like Hotjar, Oktopost, or Pinterest.

    Create a marketing tags strategy before heading over to Google Tag Manager and creating your account.

    2. Set up an account

    Creating a Google Tag Manager account needs to be done through your Google email, so choose an admin or owner of the GTM account first. After, you can share permissions with others on your team who need to access it.

    Log in with your Google account, then click Create Account on the main dashboard to start setting up shop:

    Google Tag Manager main dashboard

    From here, you’ll need to name your account. Best practices dictate naming it after your business to keep your tag management straightforward.

    Then, you need to set up your container. A container is where all of your tags will live, so you should name this after your site or URL.

    Choose the type of platform your site or app lives on before clicking Create. This could be the web, an iOS or Android mobile app, AMP use, or server use:

    Google Tag Manager account setup

    Your next step is to install the container snippet onto your website. This is a snippet of JavaScript that needs to live on every page in order for the tags to properly track activity.

    There are two parts to this snippet:

    • The first needs to live in the <head> section of your website
    • The second should be pasted in the <body> section

    The main three labels that you’ll see in the sidebar of your GTM dashboard are tags, triggers, and variables:

    Google Tag Manager dashboard (new account)

    • Tags are tracking codes that collect data from a website or app
    • Triggers set conditions that tell a tag when to fire
    • Variables define when triggers should tell tags to fire

    3. Install the Google Analytics tag

    Keep in mind that if you do this through GTM, you’ll need to delete any Google Analytics tracking information you’ve previously placed on your website or you’ll end up with duplicate data.

    Click Add a new tag on your dashboard to get started, like GA Pageviews:

    Google Tag Manager tag configuration and triggering view

    Next, configure your tag. Click the top box to see a long list of the 50+ tag types:

    Google Tag Manager choose tag type

    Click the top option: Google Analytics: Universal Analytics or Google Analytics: GA4 Configuration, depending on which version you’re using. For example purposes, we’re using UA.

    Google Tag Manager GA connections

    Image source

    Under the Tracking Type dropdown that appears, click Page Views:

    Google Tag Manager GA tag configuration

    4. Set up the property variable

    You have two options when setting up your variable. First, you can check Enable overriding settings in this tag and paste your UA Tracking ID:

    Google Tag Manager GA UA page view track type

    Or, you can create a custom variable. While this takes some more initial setup, it’ll make things easier for you in the long run because it keeps your UA Tracking ID stored, rather than needing to paste it in for every tag you create.

    GTM offers two different types of variables: built-in variables or user-defined variables.

    Built-in variables are automatically defined by GTM based on elements detected in the code snippet. They offer several common variable types, making it easy to create basic tags.

    Click Configure to set up each of the variables you’ll need in the future. You can always come back to this and add more:

    Google Tag Manager variable configuration

    User-defined variables are custom, based on the values you set. So you can create a constant variable that stores your Google Analytics Tracking ID:

    Google Tag Manager user-defined variabels

    To do this, click New under the User-Defined Variables section. Then under variable types, scroll down until you find Google Analytics Settings:

    Google Tag Manager choose variable type

    Paste your Tracking ID into the field, then save:

    Google Tag Manager GA variable configuration

    Now, when you create your Google Analytics tag, you don’t have to check Enable overriding settings in this tag. Instead, simply open the dropdown and select your new variable:

    Google Tag Manager enable overriding settings

    5. Configure your trigger

    The final step in deploying your first tag is choosing a trigger that will make the tag fire:

    Google Tag Manager configure trigger

    Click on the Triggering box and select All Pages from the available options:

    Google Tag Manager trigger complete (all pages)

    Then click save. To get your tracking officially started, click Submit on your workspace changes. You’ll likely have two: one new variable and one new tag:

    Google Tag Manager with workspace changes

    6. Set up cross-domain tracking

    If your business’s customer journey leads users to different domains, cross-domain tracking helps ensure your tracking code counts them as one, rather than inflating your data and counting them for each domain they land on.

    This isn’t necessary for subdomains; only if you have two entirely different domains that work together.

    You can set up cross-domain tracking at the tag level by checking the Enable overriding settings in this tag and accessing More Settings > Cross Domain Tracking, but the best way to do this is in your Google Analytics ID variable.

    Head to the Variables tab and open the variable you created with your GA Tracking ID. Click into the Variable Configuration box, then click More Settings > Cross Domain Tracking:

    Google Tag Manager cross domain tracking settings

    In the Auto Link Domains field, insert each of the domains (if there is more than one) separated by commas before clicking save.

    7. Understand the data layer

    The data layer is a JavaScript code snippet that stores data from your website before sending it to GTM. It acts as an additional layer between your site’s HTML, which is constantly changing, and your tags, triggers, and variables.

    Having a data layer helps make your data collection process smoother. For most tags, you don’t need to do anything extra—the data layer is automatically initiated by the initial GTM code snippet you placed on your website.

    However, if you want to collect custom data, like product data or transaction data for eCommerce tracking, you’ll need to set up a separate data layer.

    To do this, you need to create a data layer variable. This will allow GTM to read additional values from your website and pass it through to your deployed tags.

    Your development team will have to assist with creating and implementing data layer code snippets for each page you want to track additional information for. These must be done on a page-by-page basis, and the script will look like this example from Google’s developer tools.

    In this instance, there are two data layer keys: page category and visitor type. Depending on what you need to track, you might have one or you could have several keys.

    Once your developer has implemented this code on each relevant page, you’ll need to create a new data layer variable for each key.

    Head to the Variables tab, then click New to create a new user-defined variable. Select Data Layer Variable from the list of options:

    Google Tag Manager choose variable type

    In the Data Layer Variable Name field, you need to enter the key name the exact same way it was written in the code. So from the example above, you’d create two data layer variables. One would be written pageCategory and the other would be visitorType:

    Google Tag Manager data layer variable

    8. Plan for user management

    You can add and remove users or user groups from your GTM depending on who needs access. Head over to the Admin tab, then click the User Management option:

    Google Tag Manager user management option

    You’ll get a bird’s eye view of all current users and their level of permissions. There are two options:

    • Admin: Can create and remove containers, as well as manage user permissions
    • User: Can view basic account information and access specified containers

    You can also set user permissions at the container level, whether you want them to have no access to certain containers, view only, make edits, approve edits, or publish edits.

    Take the time to add each member of your team and set their permissions based on how qualified they are to make changes and deploy new tags.

    Utilizing Google Tag Manager effectively

    Here are a few tips to help you use GTM effectively.

    Make sure GTM’s base code is present on every page

    You don’t want to implement a complex tracking campaign, then realize after the fact that your GTM base code isn’t present on some of your most important pages. This is why it’s key to ensure the code has been properly inserted into your site’s HTML.

    There are a few ways that you can do this, but the most basic is simply to check your website’s page source.

    Go to the page you want to check, right click, then select View Page Source. Search the page (using a quick CTRL+F/CMND+F command) for gtm.js to check for the base code:

    Google Tag Manager source code

    You can also click the Preview button on the top right corner of your GTM dashboard and type in your website URL to see if the correct container has been connected to your website:

    Google Tag Manager (Assistant) preview mode

    Anytime you create a new container, double-check that the code was properly implemented.

    Track events

    Google Tag Manager combined with Google Analytics is great for tracking events that happen on your site.

    These events might be:

    • Form submissions
    • Button clicks
    • Sign-ups
    • Scrolls
    • Video views

    To do this, you’ll create another Google Analytics: Universal Analytics tag, but this time the Track Type will be Event:

    Google Tag Manager GA track event

    Fill out the rest of the information. Perhaps a “link click” event tracker for your sales page link in a blog post:

    • Category: Link Click
    • Action: Sales Landing Page
    • Label: {{Page Path}}
    • Value: The value of the event—this is optional to fill in.
    • Non-Interaction Hit: True
    • Google Analytics Settings: Select the GA Tracking ID variable we set up earlier.

    Then you’ll need to create your trigger, in this instance, a trigger that specifies which links you want to track clicks for. Select Page URL equals from the dropdown menus, then paste the URL to your sales page in the field:

    Google Tag Manager trigger configuration (clicks)

    You can create a number of different event tracking tags to analyze customer behavior, but don’t overwhelm yourself with data that doesn’t necessarily affect your bottom line.

    Debug your tags

    Monitor your tags so you know they’re working and that your data remains accurate. To do this, use the Preview and Debug Mode.

    Similar to ensuring your base code is installed, click Preview and ensure that Include debug signal in the URL is checked.

    Insert your website’s URL and click Connect. A preview window will open with a badge in the bottom right corner:

    Google Tag Manager live site debug

    Go back to the Tag Assistant page to make sure everything is properly connected:

    Google Tag Manager connection success

    From here, you can check out each of the options to see if anything is broken:

    Google Tag Manager summary

    Create constant variables

    We covered how to create a constant variable for your Google Analytics Tracking ID. But if you’re working on retargeting campaigns with digital ads, you likely have other pixels installed on your website.

    You can also create constant variables for those pixels so you don’t have to locate the proper pixel each time you create a new tag, and instead can select it from the dropdown.

    Head to Variables and create a new user-defined variable. Select Constant from the list and paste in your pixel ID into the Value field before saving:

    Be sure to name your variables so that you can easily figure out which pixel you need to add to which tags.

    Install extensions

    There are a number of Google Chrome extensions for Google Tag Manager that can make your life easier:

    Google Tag Manager constant variable configuration

    • Google Tag Assistant has its own extension that allows you to check for tags on your website as you navigate through it.
    • Tag Manager Injector is a useful extension for debugging and testing newly deployed tags.
    • DataLayer Inspector+ helps your team understand what is being pushed to the data layer and if there are any issues.

    Create a tag naming process

    Get with your team to create a process or format for naming all of your tags so that everyone understands exactly what each tag is tracking. Put a document together that explains how these names were created so that everyone on the team knows what each tag does at a glance.

    For example, you can have the tag type followed by what it’s tracking followed by the specified trigger. Come up with abbreviations or shorthand that your team follows to keep everything organized.

    Conclusion

    It’s time to take everything you’ve learned here and start tracking your own website activity and events. Start with the insights that mean the most to your business and go from there. To become an even greater Google Tag Manager expert, check out our online course.

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      This article originally appeared on ConversionXL and has been republished with permission.
    Find out how to syndicate your content with B2C


    author image

    Author: Tom Whatley

    Follow @TheTomWhatley

    Tom is a Digital Marketing expert and Head of Growth and Seraph Science, a C-Suite Marketing solution that helps marketers generate leads worth 6 to 7 figures in sales pipeline. Learn more at www.seraphscience.com

    … View full profile ›


    More by this author:
    • Brand Marketing vs. Product Marketing: What’s the Difference and Which Should You Invest In?
    • How to Build and Measure Brand Awareness
    • A Guide to Reputation Management: Build an Audience of Superfans

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