Tag management systems (TMS) support the management of tracking pixels or e-marketing tags that facilitate the integration of third-party software into websites and applications. These tags are primarily used to provide websites and apps with additional layers of functionality to deliver an enhanced user experience (UX) and can include:

  • A/B testing
  • Campaign analytics
  • Google Analytics
  • AdWords conversion tracking
  • AdWords behavioural retargeting

Over time, tag management systems, like Google Tag Manager, have become markedly more sophisticated and are now equipped with robust tools that provide access to a range of valuable datasets that can be used to inform myriad important decision-making processes regarding UX and search engine optimisation (SEO).

There are three main elements to Google Tag Manager, which are as follows:

  • Tags: tracking pixels or pieces of code that tell Google Tag Manager what to do.
  • Triggers: tell Google Tag Manager when to start doing what it has been instructed to do.
  • Variables: extra pieces of information that Google Tag Manager might rely on to ensure a tag functions correctly.

Google Tag Manager facilitates the sharing of information from a data source, such as a website, with a separate data source, such as an Analytics provider. Google Tag Manager can manage multiple tags, storing all this valuable code in a single location.

So, it is possible, for example, to use Google Tag Manager to track every outbound link on a website. 

  • Shopping cart abandonment
  • PDF downloads
  • Form abandonment
  • Scroll tracking
  • Video views
  • Add and/or remove from cart clicks

Google Tag Manager supports the easy and efficient updating of all tags, which will reduce the amount of time needed to maintain a robust digital presence. This, in turn, will also contribute to tangible monetary savings.

A combination of tag timeout and conditional and asynchronous tag loading also means that page load times can be markedly reduced with a TMS.

With Google Tag Manager, users can maintain an additional layer of control over third-party data leakage. Plus, it also fulfils all aspects of data privacy legislation, including do not track and consent to cookies.

Finally, Google Tag Manager allows users to preview changes before they are deployed. This reduces the amount of time needed to correct security and/or formatting errors and maintain a healthy online presence. There is also a debug mode in Google Tag Manager.