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Measure for measure

How often have you wished you could accurately track page action? Measure real conversions? Leave your developer out of the picture? Meet Google Tag Manager.

In a nutshell, Google Tag Manager enables “regular folk” to properly track conversions and create them as goals for digital campaigns, optimizing accordingly. The coolest part of all this is the fact that everything is connected, allowing for a more fluid “conversation.”

Don’t you just love data?

Measurement truly is the best gift for marketers … providing us with the ability to quantify and verify results.

With Google Tag Manager, you can configure “tags” and “triggers” to collect valuable data that will help to guide strategy.

“Tags” actually label the event, determining where the connection happens externally, and showing it when testing.

“Triggers” determine what action took place. It could be a page view, or perhaps that a specific, unique button or link was clicked. Triggers can be used on multiple tags.

For a tool that is now an industry best practice, would it surprise you to learn that 80% of sites don’t use Google Tag Manager?

Tell me more

According to a recent article in Search Engine Land, Google Tag Manager helps marketers parse and manage data like a jedi master, defining traffic patterns and user behavior.

  • Data accuracy – ability to apply more and better filters than are available from Google Analytics, including custom variable and custom event triggers.
  • Data structure – provides easy ability to improve organic search results, through structured data implementation.

  • Data indexing – URL parameters can be precisely defined. Then, even a non-developer can insert self-referencing canonical tags to guarantee that the correct URL variation is indexed.

  • Data tracking – allows you to set lead-tracking parameters in your CRM to integrate with Google Analytics info.

  • Data event interaction – track user engagement, actions and conversions (downloads, form-fills etc.)

A winning combination

While many of these functions can be accessed through other means, Google Tag Manager puts them all together in a neat package and that, in itself, is a benefit, as it can combine certain functions, eliminating the need to use lots of different softwares.

With all the demands marketers must satisfy, you’ve gotta agree that the ability to streamline some of these tasks is very appealing. So, yeah, meet Google Tag Manager.

Kelly Darcy

Kelly plays a key role in technical projects and media management. Her experience is in analytics, PPC and SEO.

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SSDM

Founded in 2008, SSDM is an integrated digital marketing agency focused on the customer journey. With an ever-growing team of nerds and ninjas, you never know what we’ll come up with next!