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Google Tag Manager - How Does It Benefit Us?

With the improved sophistication of managing your website and improving customer experience – we all seem to be adding more and more tags into the back end of our sites. Whether it’s used to identify audience behaviour (analytics) or to marketing particular products to people further along in the buying cycle (remarketing campaign), each tool needs a specific code to activate the appropriate tracking.


In response Google have recently rolled out the Google Tag Manager. The Tag Manager gives you the opportunity to add tags and edit the existing tags whenever you want – eliminating the need for your webmaster to be involved.

The Google Tag Manager is a site wide snippet of code which will allow marketers and campaign managers to take control of implementing website analysis, performance and usability by simply adding one code across all of the pages of your website.

The tag works by the user setting up different rules to fire the tag. For example; on the thank you page, rather than adding the code in to the specific page you would define the rules inside the Tag Manager.

A great feature is the previewing and debugging mode option – here you can preview the website with a console window at the bottom of the page which shows the status of each tag. This means we can iron out any problems and ensure the code is working before you set it live to the site.

How does this benefit us?

As a digital agency we are often left waiting to run clients’ new campaigns because the coding is in a long queue of jobs for their webmaster. Implementing Tag Manager is a no-brainer for agencies like us because we can take back the control to add various tracking or analysis tools by using within the Tag Manager!

As the Tag Manager works with Google and non-Google website tags it allows us to have an overview of all of our tags in one place.

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