SEO glossary: Google Tag Manager

 

What is the Google Tag Manager?

Almost every website operator now uses various code snippets. These include various tracking codes such as Google Analytics, but also conversion pixels.

 

The Google Tag Manager supports the creation of such snippets in websites and apps. No intervention in the source code is required, only the Google Tag Manager needs to be integrated once. If new code is to be added to the website in the future, this can be done quickly and easily via the Google Tag Manager user interface.

 

The Google Tag Manager supports a variety of different codes and tools:

 

• Web analysis tools such as Google Analytics
• Conversion tracking tools (pixels)
• Test tools such as AB Tasty or Google Optimize
• Tools for user tracking (e.g. Hotjar)

 

Numerous programs are now supported. Even the implementation of structured data is no problem for Google Tag Manager. And if a tool is not listed as standard, user-defined codes can also be integrated.

 

 

What advantages does Google Tag Manager offer?

The key benefits of Google Tag Manager are listed below:

 

• The Tag Manager works with a user-friendly interface. No programming knowledge is required.
• In large companies and offices, IT has less work to do. This saves time and costs.
• Changes are effective immediately so that a direct test can be carried out afterwards
• Problems and errors can often occur when changing the source code. This does not happen with Google Tag Manager.
• All tools are listed in a central user interface. This provides a better overview.

 

How does the Google Tag Manager work?

The way Google Tag Manager works is simple. As soon as a visitor comes to a website or app, they are recorded by the Tag Manager. The information is then forwarded directly to the tool that is integrated into the Tag Manager. If website owners want to view corresponding statistics, this is not possible directly in Google Tag Manager.

 

To start operation, the Google Tag Manager must be integrated into the website or app once. After that, no further intervention is required.

 

A look at the Google Tag Manager user interface shows that several containers are used here. One container is responsible for the respective website or app. All desired code snippets and tools with which webmasters want to collect data are integrated here.

 

Some tag types are already predefined in Google Tag Manager. This is a great advantage, especially for non-professionals who have no programming knowledge.

 

Variables are also a great function. Triggers and tags can be added here to refine individual values. For example, certain codes are only triggered, i.e. activated, on a specific desired subpage.