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Definition of Google Tag Manager

What is Google Tag Manager?

Google Tag Manager or GMT stands for Google Tag Manager. As its name explains, it is a system whose role is to manage your tags, your underlying tags, which is necessary when you have an e-commerce site that becomes so large that implementing tags in its HTML code is an extremely tedious operation.

Why use Google Tag Manager?

Ease of use: Google Tag Manager lets you manage all tracking tags (such as Google Analytics , Facebook Pixel, etc.) from a single interface, making the process easier and more efficient.

Speed of execution: no need to modify the source code to add or update tags, you can do it directly from Google Tag Manager. This saves you time and makes you more responsive.

Flexibility: Google Tag Manager lets you create custom triggers and variables for more precise tag management. This allows you to track only the information that is relevant to your business.

Reliability: By using Google Tag Manager, you can guarantee reliable and consistent implementation of tags on your site. This avoids common implementation errors that can lead to incomplete or inaccurate data.

How do I integrate Google Tag Manager with Google Analytics?

Add GA to GTM

There are several reasons why users choose to use GTM. Firstly, it allows users to easily manage the tags on their website without the need for a developer. It can also help speed up the process of configuring new tags and reduce potential errors during configuration. In addition, GTM allows users to easily track the performance of tags on their website, helping to increase conversions and revenue.

Creating a GA tag in GTM

After creating your GA account, you need to add GA to GTM. This can be done by clicking on “Add a data source” in the GTM left-hand menu. You will then be asked to select GA as your data source, enter the GA tracking ID and configure the GA settings.

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How does GTM centralize beacons?

Implementing tags on the pages of your e-commerce site in order to track data derived from the behavior of web users can be tedious when you’re dealing with a large site. Google’s tag manager was created to solve this problem, enabling webmasters to carry out a minimum number of movements when they want to modify or implement bits of code, without having to touch the page’s source code.

All you need to do for a given tag is implement it once. To make this possible, GTM relies on tags, macros and the rules that link the first two. A rule can group together a certain number of conditions and can concern, for example, the blocking of a tag for certain pages or on the occasion of a specific event. The JavaScript tags in question that are created for marketing purposes are grouped together in what is called a “container” so that they can be handled centrally instead of on each of the pages that concern them. You can create several containers.

In the past, you would have had to call in a developer to create the plurality of tags that would enable you to collect the various pieces of information on customer behavior and feed them back into a web analytics tool, but now there’s Google Tag Manager to take care of it.

Google Tag Manager makes it easier to carry out marketing operations via the website

Above all, the operator of a commercial website wants to be able to obtain data that will enable them to measure the behavior of their web-user customers so that they can better direct their marketing efforts.

Knowing the number of clicks on a CTA, the number of clicks on each product presented and on the corresponding to add to basket, basket abandonment, AdWords conversions, the best-selling products and the corresponding turnover, newsletter subscriptions, the depth of movements on a page and statistics on shared videos is vital for any marketing decision-maker and justifies the creation and management of special tags. Google’s tag manager ensures this management.

Your task will be to create custom HTML tags from the predefined tags provided, and to add special GTM tags such as Universal Analytics, DoubleClick Floodlight Sales, Google Surveys Website Satisfaction, Conversion Linker, Google Optimize and DoubleClick Floodlight Counter. These tags will be chosen according to the information you wish to collect. The tags mentioned here, for example, can be used to obtain data such as Google Analytics, AdWords Remarketing, AdWords Conversion Tracking and Facebook Pixels. During an AdWords advertising campaign, you’ll be able to find out exactly which products are converting consumers.

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