Way back in December of 2012 Google gave Digital Marketers a big, fat, free present in the form of Google Tag Manager (GTM).
Agencies rely on lots of third party tools to track marketing efforts, from Google Analytics to Facebook Pixels and beyond. If you’re code adverse like many marketers you rely on your developer to handle these requests which end up bottle-necked by more urgent priorities the developer has on his or her plate.
GTM has built in tag integrations with a host of third party sites but you also have the ability to create a custom tag if the tool you need to integrate is not listed. For example we use GTM for:
HeatMap and Session Recording Tools
Call Tracking Tools
You get the picture
Why You Need to Start Using Google Tag Manager Now
1. GTM completely minimizes the need to edit website code. Creating a tag requires no programming knowledge and it’s super easy to set up (think cut and paste). As well, this now means that all code can be managed from one place.
2. With GTM you no longer need to maintain each of these code snippets in your source files. Instead, you specify the tags that you want to fire, giving you much more control over how and when tags fire or don’t fire. And again, You can add, remove, enable or disable any tag on your site without the need of your developer.
“All tag firing in Tag Manager is event-driven. Anytime an event is registered by TagManager, triggers from the container are evaluated and tags are fired accordingly. No tag can be fired unless an event occurs. An event can be a pageview, a click on a button, a form submission, or any custom event that you define”.
3. GTM can also improve site speed. If your site is overloaded with code your site loads more slowly, simply stated – and this might impact your site showing up in the SERPs. According to Peep Laja from conversionxl :
47% of people expect pages to load in 2 seconds or less.
57% abandon pages taking 3 seconds or more to load.
8% of people report slow page load as a reason for purchase abandonment.