This is a standalone Google tool. You can use Google Tag Manager to add, change or remove these tags even if you do not use Google Analytics or any other Google tool.
As marketers want more digital intelligence, JS tag addition has ballooned on many sites. Lineups for IT support increase lead time for campaign launches. The manual nature of page tagging create a high possibility of unintentional errors and re-work. Tagging costs are rising. That’s why interest in tag management systems has been increasing.
To reduce the likelihood of errors in setting up tags, Google Tag Manager has templates you can use to set up the following tag types:
- Google AdWords Conversion Tracking
- Google Display Network Remarketing
(see article on remarketing)
- Google Analytics
- DoubleClick Floodlight Counter
- DoubleClick Floodlight Sales
Support for A/B testing tags or reporting on tag firing are not currently available but are features listed as ‘coming soon’. For full instructions, read Google’s features page or support documentation.
You’ll enjoy how this simpler and faster tag process that removes IT from tagging deployment:
Yes, you will have to work with your web programmers once to add Google Tag Manager to your site. But once installed you won’t have to queue up for a programmer to add specific tags. You’ll add the tags yourself using a web interface.
This takes tagging off the campaign launch critical path and ensures you’ll have your tags in place correctly and ready to go when your campaign launches. Digital intelligence data will be more complete because lead time will be much shorter and errors will be less likely to occur.
Remember, you do not have to be using Google Analytics (or any other Google tool), to use Google Tag Manager. Visit detailed documentation by Google at the Tag Manager Help Center.
Updates – here are some additional posts about Google Tag Manager that may be useful to you:
- All about Google Tag Manager – Justin Cutroni, Google
- Previewing and Publishing Tags with Google Tag Manager – Justin Cutroni
- Implementing Google Analytics with Google Tag Manager – Justin Cutroni
- Google Tag Manager: A Disruptive Opportunity – Bill Gassman, Gartner
- The Shifting Sands of Tag Management – Joe Stanhope, Forrester
- What Google Tag Management means to the Tag Management Industry, Ali Benham, Tealium, with comments from Andrew Edwards and Judah Phillips
- Will Google Tag Manager shake up the industry?- Econsultancy asks several analytics experts including Brian Clifton, Ali Behnam, Dan Barker, Andrew Hood.
- Here Comes Google Tag Manager – Des Cahill, Ensighten
- Comparing Google Tag Manager to Ensighten – Jose Davila, ClickInsight
Google Tag Manager Resources: