Photo Credit: Flickr
Overloaded website coding scripts, analytical tracking codes and image tags can add undue headaches to content and programming development teams, the very reason why such an innovative tool like Google Tag Manager was invented. Digital marketing improvements such as this were highly needed, and couldn’t have come at any better time. This free tool available through your Webmaster Tools account can simplify all of your coding needs in one place without having to type 10 thousand different tags, or snippets, which control your accounts. Instead, you can have everything done with one simple line of code, and it’s all because Google loves the programmers of the world, and even allows you to include tracking codes from their competition.
Features Provided Within GTM
If it comes from Google, it’s gotta be special; the Google Tag manager literally offers dozens of speciality features which also expand outside of Google tags like Adsense and Analytics. Aside from controlling the firing sequence of these tags, this innovative managerial tool offers:
- Support for any marketing measurement tag available across the galaxy
- Code-breaking warnings that allow for easy fixes in debugging mode
- Easy monitoring and managing of all tags
- Ability to create customized rules for each tag so proper information is collected every time
- Ability to blacklist specific tags which should never appear in code
- Coming soon: A/B tag testing and in-depth firing reports
With proprietary focuses of marketing departments already tied up with proper message delivery and harnessing the right traffic, worrying about constantly adding or correcting site tags placed in blogs or business sites shouldn’t have to be part of the marketing department as well. With onboard help and plenty of videos describing how to use Tag Manager, empowerment becomes even stronger for the marketing professional, taking the focus off web intricacies like tag placements and asynchronous firing techniques which are better left for the programming gurus to finagle with.
How It Helps with Developer Nightmares
Since GTM has many different toys from all programming girls and boys to test and manage, we’ve been approached with one major question, and with merit: how does Google Tag Manager help with development headaches often encountered by programmers? We researched this quandary and have intuitively compiled your solutions below.
Reason #1: It’s the Time Saving Tool of the Decade
Although you must create new Google account access for this Tag Manager tool, you’ll never need to go back and forth with code again. By simply taking all pieces of tracking data from all sources (yes, Bing, too) and pasting it into the Tag container, you now have one line of code to append to website pages. This is an immense time-saving feature which prevents going back and forth from one place to another. Should you need more containers, that’s handled right from your Tag Manager toolbox.
Reason #2: More Secure than Separate Tags
Since data control would have been insecurity #1 for programmers and website owners, Google Tag Manager decided to append an intuitive debugging console along with preview modes before launching the tag containers. Coupled with user permission enabling and revision history recording, anyone worried about tag security can sleep soundly knowing that the ‘one and done’ tag tool comes complete with numerous layers of indemnity.
Reason #3: Even Not-so-Savvy Can Use
Those who are better at being marketing ninjas as opposed to programming websites can take solace in the ease of implementing this tagging feature. Anyone who can open an Analytics account or have access to tracking codes can use this intuitive feature without issue, the very reason why Google invented this tool. From there, you simply apply the code where your WordPress theme file tells you to, follow online instructions widely available, or hand to your programmer when ready.
Reason #4: Google Wants You to Succeed
Yes, it may sound strange, but marketing professionals are dearly loved by Google so much so that they’ve gone out of their way to create wonderful marketing tools to deeply assist the professional marketer in promoting their business using the easiest tools and methods possible. How do tags assist the marketing pro? By having correctly written code which GTM provides, marketing gurus will have better analytical data recorded for segmenting campaigns through proper channels.
Google is expected to surpass Facebook in online display ads soon, if it hasn’t done so already. While people who want their businesses to be widely seen will go through exponentially hard tribulations in propagating the best marketing campaigns, Google definitely eases the burden with these new sets of tagging tools available to everyone who is able to get Google access.
So, Why Choose Tag Manager?
Photo Credit: Flickr
Since we’ve discussed how the headaches can subside by choosing tag manager, let’s cover why anyone would even consider using another tag tool when there are several billion already in existence—even WordPress has tag containers for multiple coding implementations. You’d be surprised what the consensus believes and what Google thinks about your marketing efforts when using GTM.
Rules and Macros
Doesn’t it irk webmasters when placing code snippets into blogs or websites and things aren’t firing correctly, or out of sequence? Well, macros and rule setting was enacted for this very reason; webmasters have the capacity for implementing code snippets with macros so everything happens when it’s supposed to happen and collects the perfect data snapshots when it should, which is excellent for marketing traceability. Add the additional tag checks for code breaking and you’ll retain complete control over everything your website’s tracking code is meant to do.
Tag Manager Empowers the Development Agency
Those programmers who operate agencies will find GTM particularly advantageous since they can easily handle multiple accounts quickly through Tag Manager. This allows multiple websites to each have their own tracking measurements while the agency can easily trace all happenings of individual account holders. Pretty snazzy for agencies and developers alike, if we don’t say so ourselves.
Makes Usability Useful Again
Many excellent usability features were packed into Tag Manager especially for IT professionals who have concerns relevant to usefulness. Some of the professional tools which promote usability include:
- Version history shows each edit that was made on given sites.
- Site tag view allows the webmasters to view every tag existing within an individual container.
- Debugging console is available to work out kinks before putting live.
- Tag firing rules allow URL-based, event-based and referral-based firing options to be set which promotes even deeper analytical data tracking measures.
- Custom tags for images, Java and HTML are currently supported with other types coming in next version.
Solving the problem of making tags easier to maintain, especially across numerous websites, has finally been accomplished. Although Google is working out minor bugs while rolling out additional features, the Google Tag Manager allows the developer to approach their website programming and tracking protocols holistically while having the ability to set firing rules asynchronously. Expect even better implementations to be introduced when our programming world turns the 2013 corner. Until then, webmasters can now concentrate on developing content, developers can concentrate on easier programming and marketing professionals can finally receive accurate data analytics thanks to Google Tag Manager.