How Do You Manage Tags in Google Tag Manager?

Did you know you can track your website’s performance and ads with just one Google tag? 

This one simple tool can solve all your problems.

It’s the gift of Google Tag Manager (GTM)!

Google Tag Manager has transformed and managed tracking and analytics across websites and mobile applications. 

Using tags in GTM allows you to easily deploy various tracking codes, reducing the need for manual code implementation. 

In this blog, we will explore how to manage tags in Google Tag Manager effectively, highlighting their importance, the steps to create and manage them, and their benefits for improving tracking across platforms.

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What Are Google Tags?

Google Tags or Gtags are snippets of JavaScript code that are added to websites or apps to collect data and send it to third-party services like Google Analytics, Google Ads, Facebook Pixel, or other platforms. 

GTM provides a centralized platform to manage Google tags without requiring developers to manually edit website code. Tags are key for tracking user behavior, conversions, remarketing, and optimizing marketing campaigns and website performance.

Let’s take an example: When running a Google Ads campaign, you can track conversions on your website, like purchases or form submissions, by using a Google Ads conversion tracking tag. 

This tag reports data back to your Google Ads account, allowing you to monitor how many users who clicked your ad completed the desired action, helping you evaluate campaign performance and refine your marketing strategies.

FYI! Without GTM, you’d have to edit the website’s source code every time you need to add or update a tag. GTM simplifies this by providing an easy-to-use interface that allows you to manage Google tags without needing developer intervention.

Key Types of Tags Used in GTM

1. Google Analytics Tags: Used to track website traffic and user behavior.
2. Google Ads Conversion Tags: Used to track conversions and set up remarketing campaigns.
3. Custom HTML Tags: These can be used for custom code snippets such as third-party tracking.
4. Facebook Pixel: Used for tracking and optimizing Facebook ads.

Now that we understand what tags are and why they’re essential.

Let’s explore how to create and manage tags in Google Tag Manager.

Creating Google Tag in Google Tag Manager

Creating a tag in GTM involves defining what actions should be tracked on your website or app and choosing which third-party service will receive the data. 

Below is a step-by-step guide on how to create a tag in GTM:

Prerequisite! Access Your Google Tag Manager Account Log in to your Google Tag Manager account. Select the appropriate container for the website or app you want to manage.

1. Create a New Tag

• In the GTM dashboard, click on Tags in the left-hand menu.
• Click the New button to create a new tag.

• Name your tag clearly to identify its purpose, such as “Google Analytics Pageview.”

      2. Configure Your Tag

• In the tag configuration window, select the type of tag you want to create.

• For example, if you’re tracking site traffic with Google Analytics, choose Google Analytics: GA4 Configuration.

• For tracking ad conversions, select Google Ads Conversion Tracking.

       3. Set Tag Parameters

• After selecting your tag type, you will be prompted to configure the necessary settings.
  • For a Google Analytics tag, you must provide your Measurement ID, which can be found in your Google Analytics account.

• • • For Google Ads, provide the Conversion ID and Label.
• Make sure to specify any additional parameters like the event type, category, or value, depending on the service you’re integrating.

         4. Add a Trigger

• After configuring the tag, assign a trigger that defines when the tag should fire.
  • For example, you might want the tag to trigger on all page views, specific button clicks, or form submissions.
• Click Triggering and select an existing trigger, or create a new one based on user actions.

         5. Save and Publish the Tag

• After setting the trigger, click Save to create the tag.
• Don’t forget to Publish the container changes to activate the new tag on your website or app.

Managing Tags in Google Tag Manager

Once you have created tags in GTM, managing them efficiently ensures proper tracking and functionality. Below are steps to manage tags and modify them.

1. View Existing Tags

• In your GTM dashboard, go to the Tags section to view all the tags created in your account.

• Each tag will display information about its type, triggers, and the date it was last modified.

2. Update an Existing Tag

• If you need to update an existing tag, click on the tag name from the tag list.
• Modify the configuration, triggers, or parameters as necessary.
• For instance, you can update a Google Ads tag to use a new Conversion ID or change a trigger from “All Pages” to only specific URLs.

3. Pause or Delete a Tag

• If a tag is no longer required, or if you want to temporarily disable it, you can either pause or delete it.
  • To pause, click on the Actions button next to the tag and select Pause. This ensures the tag won’t fire without deleting its settings.
  • To delete, select Delete from the actions menu.

4. Debugging Tags

• Before publishing any changes, use GTM’s built-in Preview Mode to ensure the tags are firing as expected.
• In the GTM dashboard, click Preview, and it will open your site in debug mode. This allows you to see which tags are firing and troubleshoot any issues before they go live.

Benefits of Managing Tags in Google Tag Manager

Now that we’ve covered the basics of creating and managing tags, let’s take a look at the benefits that come with using Google Tag Manager to manage tags.

1. Faster Deployment

With GTM, marketers, and non-developers can quickly deploy and manage tags or update existing ones without needing to go through development cycles. This speeds up the process and allows for more agile marketing.

2. Enhanced Tracking

GTM allows for granular control to manage tag firing. You can create advanced triggers to track specific user actions like clicks on a certain button, form submissions, or scrolling to a particular section of your website. This leads to better insights into user behavior.

3. Error Prevention

The built-in debugging and preview tools in GTM help you test tags before they go live. This reduces the risk of deploying faulty or misconfigured tags that could affect website performance or data accuracy.

4. Better Tag Organization

GTM’s container system helps you organize all your tags in one place. This makes it easy to manage large numbers of tags, update them when necessary, and ensure that your website doesn’t get bogged down by excessive or unnecessary code.

5. Third-Party Tag Support

GTM supports a wide range of third-party tags, making it easier to integrate tools like Facebook Pixel, LinkedIn Insight Tag, and Twitter Ads tracking into your website without needing custom development.

Conclusion

Google Tag Manager is an indispensable tool for efficiently managing tags and tracking code on your website. 

It simplifies the process of deploying and updating tags, reduces dependency on developers, and offers advanced capabilities to track user interactions. 

By following the steps outlined in this guide, you can easily create, manage, and optimize tags in GTM, allowing you to gather better data, improve marketing efforts, and boost website performance. 

Whether you’re a marketer, developer, or business owner, GTM is a must-have tool in your digital toolkit.

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