Google Tag Manager is a multifunctional tool.
Do you need to track user behavior on your website? Track the number of clicks. Or test a new callback form? Google Tag Manager will help you with all of this. In this article, we will analyze how this tool is used in traffic arbitrage.
What is Google Tag Manager?
Google Tag Manager is a free tool from Google that allows you to add, update, and manage tags on your website or mobile app without having to change the code of the resource itself. Tags are code snippets that are used to track user activity, send data to analytics systems, and for other marketing purposes. Their importance for advertising campaigns is undeniable.
Stages of creating and customizing tags
Creating and setting up tags in Google Tag Manager consists of several important steps. Starting with account registration and ending with verifying and publishing settings, this process ensures accurate data tracking. Let’s take a closer look at each of these steps.
1. Registering and setting up an account
To get started with GTM, you need to create an account:
- Go to the Google Tag Manager website.
- Sign in to your Google account or create a new one.
- Click on the “Create an account” button.
- Enter your account name, country, and container name (your website or app).
- Select the type of container (website, iOS or Android app).
- Click “Create” and agree to the terms of service.
After creating the container, GTM will provide you with a code snippet to add to your website before the closing </head> tag and after the opening <body> tag.
2. Create tags
Tags are basic GTM elements that perform certain actions on your site. To create a tag:
- Log in to your container in GTM.
- Click Tags in the menu on the left.
- Click the New button.
- Enter a name for the tag that describes its function.
- Click the edit tag configuration icon and select the type of tag (for example, Google Analytics: Universal Analytics, Google Ads, HTML tag, etc.).
- Customize the tag settings to suit your needs.
3. Configure triggers
Triggers define when and where tags should be triggered. To set up a trigger:
- In the tag creation window, click the edit triggers icon.
- Click the New button.
- Select the type of trigger (for example, page view, link click, form submission, etc.).
- Configure the trigger parameters.
- Save the trigger and select it for your tag.
4. Verify and publish tags
Before publishing your tags, it is recommended to test their operation using the preview mode:
- Click the Preview button in the upper right corner of GTM.
- Go to your website in a new tab, where GTM will show you real-time information about the tags that have been triggered.
- Make sure the tags are working correctly and collecting data.
After checking, you can publish your changes:
- Go back to GTM and click the “Submit” button.
- Enter a description of the changes and click Publish.
5. Setting up variables
Variables in GTM are dynamic values that are used to customize tags and triggers more flexibly. To set up variables:
- Sign in to your container in GTM.
- Click Variables in the menu on the left.
- Click the Customize button.
- Choose the variables you need from the predefined ones (e.g. Click URL, Page Path, etc.) or create a new variable by clicking New.
- Select the type of variable (e.g., Persistent variable, Cookie, Data Layer, etc.) and configure its parameters.
- Save the variable.
Once you’ve set up your variables, you can use them in your tags and triggers for more accurate and efficient data tracking.
Benefits of using Google Tag Manager
- Easy to use. GTM makes it easy to add and manage tags, allowing you to quickly respond to changes in your marketing strategy.
- Security. Reduces the risk of code errors, as there is no need to make changes directly to the website code.
- Flexibility. GTM supports various types of tags and integrations with other services.
- Speed. Tags can be loaded asynchronously, which improves page loading speed.
Common mistakes when working with Google Tag Manager
Although Google Tag Manager is a powerful tool, inexperienced users may not get high-quality analysis due to errors in its configuration. Let’s analyze some of the most common mistakes to avoid them.
1. Incorrect placement of container code
One of the most common mistakes is the incorrect placement of container code on the site. This code must be placed immediately before the closing </head> tag and after the opening <body> tag. Incorrect placement can cause the tags to not work properly.
2. Lack of testing of tags and triggers
Insufficient testing can lead to malfunctioning tags and inaccurate data. Always use the preview and debug mode to test how tags and triggers work before publishing them.
3. Using too many tags
Although GTM makes it easy to add tags, it is important to avoid using too many tags, which can affect site performance. Make sure that each tag is necessary and does not duplicate the functionality of other tags.
4. Incorrect trigger settings
Incorrectly configured triggers can cause tags to be triggered too often or, conversely, not at all. Check the trigger conditions carefully and test them in different scenarios.
5. Ignoring user privacy
When setting up tags and collecting data, it’s important to comply with privacy regulations, namely the GDPR (General Data Protection Regulation). Make sure you have obtained user consent to collect data and that your privacy policy is clearly stated.
Conclusion
Google Tag Manager is an indispensable tool for any arbitrageur or marketer. It allows you to effectively manage tags on your website, tracking data accurately and quickly. Following the steps above, you will be able to create, customize, and publish tags with ease. Achieve your marketing goals more efficiently with GTM customization.
