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With the ubiquity of web analytics, conversion tracking, ad measurement and remarketing platforms today, websites can feature a multitude of different ‘tags’. Tags are essentially small pieces of script that are implemented on web pages to allow data to be collected or to target advertising to relevant users.
Google Tag Manager is a completely standalone product (i.e. not a Google Analytics specific product) and supports both Google and non-Google tags. Default versions of certain tags are included for ease of use but full customisation of tags is also possible. Some of the key benefits of Google Tag Manager (paraphrased from the official GA blog post) include:
The product roadmap will also ensure that new features are added to the tool over the next few months at least.
The process of setting up Google Tag Manager is as quick and easy as any other Google product. Once an account is created, one snippet of code needs to be added to your site. After that you can start managing your tags through the interface.
Of course it is worth noting that larger, more complicated sites will require thorough planning, migration and QA to ensure the migration process does not impact on data collection. As a Google Tag Manager Certified Partner, Fresh Egg has extensively tested Google Tag Manager and we helped many clients to install and use the tool. To find out how we can help you to install and use this tool click here, or why not check out our Introduction to Google Tag Manager training course.