Google Tag Manager
Google's leading Tag Management Solution for easy Tracking-Integrations and efficient Tag-Management
The Google Tag Manager (GTM) is a free tag management solution and facilitates the implementation of web analytics tools such as Google Analytics or other third-party tools. The GTM helps with website analysis and remarketing of one’s own website by capturing user interactions and then forwarding them to the respective connected tool.
A connection to the website is possible even without programming knowledge. Tracking does not require repeated intervention in the website source code, because the tag manager code only needs to be integrated once. The respective tags can then be managed and created via the GTM user interface.
Tags, Triggers & Variables within the Google Tag Manager
A collection of tags, triggers, variables and the associated configurations that are integrated into a website or app is called a container. Triggers, on the other hand, are defined conditions or rules that decide when a tag is triggered. For example, when website visitors carry out a certain action, such as downloading a PDF file or clicking a button on the website.
This procedure is again based on previously defined variables. Within the Google Tag Manager, there are already a number of integrated variables such as the current path or the class of the element that was clicked on. However, many of these variables are not active at the beginning and must be activated via the Configure button of the variable overview. In addition, user-defined variables can also be configured.
Google Tag Manager & Google Analytics - same same but different
The Google Tag Manager and Google Analytics are often used as synonyms for each other, but they are two separate tools. If Google Analytics is used, the Google Tag Manager does not necessarily have to be implemented and the other way around. On the other hand, the Google Tag Manager is the link between the website and an external tool. Both analytics solutions are suitable for collecting user data and are therefore good sources for statistics.
The main purpose of Google Analytics is to track and store data and to create reports. Compared to Google Analytics, Tag Manager does not create reports or visualise data. On the contrary, the Google Tag Manager can be used to add, set up and manage various Javascript tracking codes on the website. The Google Analytics tracking code is one of these tags.
We are happy to support you with the:
- Selection and integration of a suitable tag management solution
- Integration and inclusion of a tag manager on the website
- Training and further education of your staff
- Analysis and evaluation of the collected customer data
- Personalisation of the customer journey
- Familiarisation with data protection guidelines
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