Data has always been considered as a means to establish the most appropriate way to carry out a marketing strategy. That is why many browsers, like Google, have tools that allow data collection to improve the user experience. In this case, we are talking about a tool like Google Tag Manager.
It is known that there are a lot of tools available for Google, created by the same company to help those with a web page. Above all, for those who are part of digital marketing, These tools allow you to have a series of data to analyze.
However, the more popular tools like Google Analytics can be quite complex to use. And as a better option, Google Tag Manager allows you to create a strategy based on data analysis with better results.
But… What exactly is Google Tag Manager?
To answer this question, it is important to know in advance what Google tags are about. Per se, tags are said to be part of the code of a web page in charge of obtaining relevant information.
We are talking about certain data collection that allows us to know characteristics such as the user’s browsing time, links or even form submissions. Each of these characteristics, just as important as the other and necessary to establish a better marketing strategy.
Now, taking into account what these tags mean for Google and for your web page, you can define this Google Tag Manager tool. Since it is a system that allows you to manage the tags of your web page, without the need to write a code.
This allows users to be able to manage tags without the need for knowledge and only requires inserting the code provided on the web. This is much easier because it is not necessary to go through the manual process and marketing becomes a simpler management.
Why use Google Tag Manager?
Google Tag Manager offers a number of benefits that will help your website and digital marketing strategies. Among those benefits we can find clear reasons to use this tool and they are known as:
- It allows developers to focus on other types of tasks, because it facilitates the process of coding each tag that helps the marketing of your website.
- It completely encodes the necessary tags, avoiding any type of encoding error and turns out to be much more reliable.
- Improves control over tag management by making it easy to control which tags are required and which are not. It is important to recognize that using the correct labels allows for much more accurate data analysis. And in turn, it allows the target audience to be better understood.
How does Google Tag Manager work?
Surely you are wondering how Google Tag Manager works and the answer is quite simple. Considering that the labels allow you to access a series of data that it collects over time, You can generate an analysis of the behavior of your website traffic.
By obtaining this data, you can perform an analysis on the most appropriate strategies to capture the attention of your target audience. And it is what makes marketing much easier for you, by providing a better personalized experience for the type of audience your website has.
This is where Google Tag Manager comes into play, as it is considered a tagging system that facilitates the process of placing said tags. Thanks to its management, it is possible to obtain all the necessary labels for a web with the improved data collection capacity.
It is also important to note that it is a free tool and below we explain a little more about how to configure Google Tag Manager. So that you can take full advantage of its benefits and your website can be much more efficient.
In the digital world it is essential to measure each action that is carried out on a website to have all the information possible and thus make the appropriate decisions. Many times, especially in the world SEMinstalling so much code without much knowledge can be a headache and can even malfunction, causing campaigns and received data to be wrong and result in failure.
from there it arises Google Tag ManagerGoogle’s tag manager, which, by simply installing a code on your website, you have the ability to measure everything you want quickly and easily.
have a administration panel in which you can, as the name indicates, manage the different tags, triggers and variables created. And you will ask yourself, what is each thing and how does it work? I’m going there:
tags
They are codes that send data to a specific system, such as Google Analytics oa Google ads. These tags are executed when an event occurs. In Google Tag Manager these events are considered triggers. These are some examples of the Tag templates offered by Google Tag Manager:
As for , it is recommended to start with three basic labels that will help you measure conversions and cookies that enter users:
With this tag and with the variable “all pages”you only need to put the conversion ID and they will start to collect cookies generated by users when entering the web. In this way, you can create custom audiences to campaign for remarketing in Google Ads.
Conversion Tracking
Once the conversion has been created from Google Ads, with this tag you can measure the conversions that you generate with the campaigns. You just have to put the URL of the “thank you” page as a variable, so that each time that page is loaded it counts as a conversion. You must also add the conversion ID and the conversion tag provided by Google in the conversion tagging instructions from Google Ads.
Conversion linking
This is a tag that Google recommends add to measure well all the conversions that are generated from all devices and operating systems, since, if not, it seems that there may be (lower) measurement errors. Basically it would be to add the tag and put the variable “all pages”.
activators
It is the component that detects the events considered as conversion and makes the tag activate. For example, a form submissiona click a button or one “thank you” page load.
variables
They are the specific elements that make the triggers run. For example, one concrete urla data layer or one constant that is repeated These are some examples of the variable templates offered by Google Tag Manager:
e-commerce
In the case of e-commerceit is common to create a data layer variable (variable) that could be called “Revenue” and another constant variable (which never changes) that can be called “Currency”.
After this, in the configuration of the “conversion tracking” tag, in addition to the conversion ID and the conversion tag, the variables created previously should be added. “revenue” in Conversion Valueand the variable “Currency” in Currency Code. In this way we can measure the income we have had, in euros, with the conversions achieved.
The trigger in this case, instead of being the “thank you” page, becomes the Transaction Completed.
Activator – Variable Ratio
In short, how can we see together the relationship what do they have activators and the variables? It may be clearer with an example:
If the idea is to create a “thank you” page load variable to measure conversions from the “conversion tracking” tag, this would be the procedure to follow:
catch the urls from the thank you page: www.example.com/thank you
Activator Type: page view
Activator activates on: Some page views
Trigger the tag when these are met conditions (here enters the variable): page url contains: www.example.com/thanks
In this way, the conversion tracking tag would already be created and would be activated when the user loads the page (activator) that contains that particular URL (variable).
How to configure Google Tag Manager? easy steps
Since you already know the reasons and benefits that Google Tag Manager brings to your brand’s marketing process, you must configure it. In easy steps, We have summarized the best way for you to configure this tool and make the most of its efforts.
The first thing you need is to have an account separate from any other type of Google tool. In this option, the Gmail or Google Analytics account will not be used, because it is a tool that requires individual management. To add the account it is necessary to enter Google Tag Manager and register for free.
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Container Configuration
You need to complete a series of data such as the name of the brand, the country, the URL of your website and the type of device on which you will use GTM. After filling in the information, just select “create” and you’re done. Each of these data allows you to have an account configuration and acquire a code.
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Insert code on your page
After successful registration and proper configuration, codes will be obtained that must be included on the company’s website. One in the of the web and another located after the tag of the opening.
This configuration can be done now or later, but the most necessary thing is to click accept when finished to ensure the configuration.
How to use Google Tag Manager in WordPress?
We have already learned how to configure Google Tag Manager in the best way, but we still need to know a Google Tag Manager tutorial. So that the means to configure the tool so that the labels are the most appropriate possible can be known.
There are many ways to configure thousands of tags using this system, but we have compiled the best options to do it. Remember that this tool helps collect data that identifies the behavior of your target audience to create strategies. And the best way to take advantage of it is the following:
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Install GTM plugin in WordPress
Since most of the web pages are created with WordPress, it is possible to find Google Tag Manager in WordPress as a plugin. You can easily find this plugin among the list of available plugins in your Control Panel for download.
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Copy your tag code
As we have mentioned before, Tag Manager offers a code that you will have to copy in order to carry out the process with this tagging system. It is best to copy the code without errors to ensure that the labeling process is adequate.
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Install the code in WordPress
Once you have purchased and copied the code, it is necessary to paste it under the
tag in WordPress so that it performs its function in the most appropriate way. So the…
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