With the 2012 release of Google Tag Manager, a new era dawned.

Chaos reigned before the Google Tag Manager. Developer teams and IT would be paid large sums to place tracking codes on websites.

Developers would spend hours adding tags to websites. These tags could slow down websites’ loading speeds and make them look messy.

Tracking tags can’t be ignored. Marketing professionals care more about tracking tags than Hobbits.

Developers are more concerned with tagging websites than marketers, which can lead to delays in adding tags. This caused marketing teams to lose valuable time and data. These teams also couldn’t see what their customers were doing. Google Tag Manager was created to fix all these issues.

What’s Google Tag Manager?

Google Tag Manager holds all of your tracking codes and tags.    

Manage your tags from one place. View them and make any changes. These tags can replace any other tracking tags that you may have on your site.

These tags can track the actions and activity of website visitors. This is useful to learn about visitor behavior before they convert.

This tool is similar to many others offered by Google. To use the Google Tag Manager, you don’t have to pay anything.

The Google Tag Manager is a Google product, as the name suggests. You will no longer need to remember your login details.

Google Tag Manager was Designed for Whom?

This tool is for you if your site needs to track what visitors do.

Google claims its tool is designed for marketers. 

It doesn’t like constant requests to add tags on pages. We were given the Google Tag Manager and left it alone. 

Web designers and developers can also use Google Tag Manager. You will always need this information.

Google Tag Manager is available for data analysts on your staff. Data analysts can focus on their core competencies and run the numbers without worrying about how to incorporate code.

Google Tag Manager provides the most convenient option for people who enjoy coding. 

What are some of the benefits of using Google Tag Manager?

Google Tag Manager has many other benefits than simply simplifying tracking codes. 

No programming knowledge is required

Google Tag Manager will only give you one code snippet that you can add to your website. )

Once you have put the code on your site, you don’t need to add any more. 

Google Tag Manager will use the code that you have copied to the box.

To add the GTM code to your website, you will only need to contact the coding person once. Let us show you.

The organization is incredible

We will review the dashboard in more detail later. It is very easy to set up tags with your organization.

All your tags are stored in separate boxes as shown above. After you’ve finished pasting the code into the box, close it.

All tags can be viewed if they are correctly labeled. 

You may be thinking, “Well, I have multiple companies, but only one Google Account.” You might be thinking “Well, I have multiple businesses but only one Google Account.

This is how an account organization looks. The tags, triggers, and variables are all contained in each container.

Everyone can be kept in their place

Google Tag Manager lets you assign different roles to users and allows you to control who has access to which information. 

We’ll be covering the creation of users and permissions in their section. But, for now, let’s take a look at

First, you must have account permissions

1. User: This user can’t add or modify anyone.
2. Administrator: This administrator will have the ability to change user settings, and add and remove users.

The container permissions will be required.

1. View – You can view all the contents but cannot modify any.
2. Edit: You have the option to create workspaces or edit items. You cannot publish new versions.
3. Approve – You can create workspaces or make edits. You cannot however publish anything.
4. Publish-You can do almost anything, even publishing things.

It’s speedy AF

Google Tag Manager saves time.

It is possible to hire a developer to add codes to your website. You can spend as much time adding codes as you like, and it won’t take any time at all.

Multiple tracking codes can slow down your website’s loading speed.

Now, Google Tag Manager is available so that updates are instant. The GTM is instant.

Avoid Failure-safes

Google Tag Manager can instantly change the situation. What prevents a mistake from happening?

To start, make sure everyone on your team has access to the right level of containers and accounts. 

Even the most talented of us make mistakes. Google Tag Manager has a few failsafe.

Preview Function

A preview function is available. Any changes you make can be viewed before they are published.

The number of workspace modifications you’ve made will be displayed in the upper right corner. Click the Preview button to add the tags temporarily to your website.

How do you know if you’re in the Preview MOD

The preview will then appear on the website. 

There are several options. To view Tags that were fired, toggle between Window Loaded or DOM Ready. 

To view more information about the causes for the tags to fire, you can hover over the Data Layers and Variables at the top. A list of all errors that GTM has found will be next to the. 

Other Versions

When you publish a container, you create a version. This bookmark is saved in your workspace’s history.

It is possible to see the number of versions you have as well as the version that you are using. 

You have the option to toggle between the Workspace view or Versions view at your workspace’s top. When you visit it, you can view the Versions view as well as information about older versions.

You can view more information by choosing any older version. You can see who made the changes and when they were made.

To view and publish the version, click on the three dots next to it. It is also possible to set it up in the latest version or to delete it.

How do you set up Google Tag Manager?

First things first, you’ll want to go to tag manager.google.com.

You will need a Google Account to sign in. I’m curious about how you manage your Google Ads.

Create a new account or container

Sign in to be redirected directly to a blank webpage

Register Now

Click on the button below to create an account.

Next, you’ll be able to choose the country and name your Account. Your data can be shared anonymously with Google and other companies.

Once you have filled in the information, you’ll need to enter your URL for the container. You can then give your container a name.

Follow these Step-by-Step Instructions

There is a choice of four places where the container can be used, as you’ll see. 

You will be able to use the API with any website, AMP website, or app you own.

Track your regular website. This is possible on both iOS and Android. Tracking via Google Tag Manager is essential.

Each container may be created under one account. 

Google Tag Manager Tags-Inserting Google Tag Manager’s Tag in Your Webpage

Once you have agreed to all terms and conditions of Google Tag Manager, your default workspace will be displayed.

GTM Code will be the first to appear. 

Grab this Code

This code can be accessed at any time via Admin, then Install Google Tag Manager.

How To Find The Code To Grab

It’s easy to see that the tags indicate where you want them to go. Simply place them on any webpage to start tracking.

Installing codes on websites is easy with

Edit Users and Add People

It is the reason I added it to the setup phase. Before you start using the features, you can add your team.

Add your team members to every container you create.

To go to the main page, click the three dots in the upper right corner for each container. The menu will appear as

User Management Means User Management

To access User Management, you’ll need to click here. The list will display all of your people and their email addresses.

These buttons will be in the upper right-hand corner of your screen. To add a user, you can click on that button

Editing User Permissions

Enter their email address, and then select the permissions you want them to have. Send the invitation.

To make changes to permissions go to User Management. Click on the name of the person to do so.

Navigating Your Google Tag Manager Account

Now let’s take a look at how to navigate your account. We will break it down into sections to make things easier.

Let’s go on an adventure with our Google Tag Manager account.

The Main Page

After you’ve created your Google Tag Manager and your first container, you will see a different view when you log into the GTM.

Different Accounts

Similar to Google Analytics, click the All accounts dropdown for a complete list of accounts and their containers.

How do you navigate to your account?

This menu includes Google Analytics, Optimize, and Data Studio.

Asking to Visit Platform Home will take you to marketingplatform.google.com

These buttons can be found right next to your Google Account picture. These buttons will give you the following options.

A drop-down menu will appear with Google Marketing Platform. This menu will allow you to access Google Marketing Platform’s Data Studio, Google Tag Manager, and other Google Products. This will allow you to change how your tag manager works and which language preference you prefer.

The main page will show you all your accounts and your containers. After a month, your deleted items will disappear. 

To access the admin page options, click on the gear or the three dots in the upper right-hand corner. This will be explained in a moment.

To get in the container, click on the link under the Container Name option. Next section.

The Container-Workspace

You will see a lot of information on your screen when you open a container. 

This will be the default view for your container. To switch between Versions, Workspace, and Admin, click on the option at the top.

But, you’ll do the majority of your work in the column to your right.

With the current workspace option, you can toggle between up to three workspaces per container.

This is a way to make changes to your workspace. It will only publish the modifications.

Your main screen is the overview. The overview is your main screen. It includes a visual-engaging dashboard as well as a quick overview.

You add tags to the tags. Triggers are where you add triggers. The triggers will be for triggers.

We have already discussed the Versions tab and the perks in the benefits section. Let’s move on to the Admin options.

Administration

The Admin section will contain all of your settings and options. 

A container and account will be created by clicking the blue plus next to your company name. A plus sign next to your existing account will create a new container.

There are many options available under your company name.

• Account Settings – You can view your Account ID, rename your company, or agree to share its data. A 2-step login verification is required.
• Account Activity: This section shows you all actions taken on your account.
• User Administration – You can also add or modify users at the account level.

More options will be available in the column that includes your container name:

• Container Settings: This allows you to modify or delete the container.
• Container Activity: This shows the history of the container.
• User Administration – Here you can add and modify users at the container level.
• Install Google Tag Manager. Here’s how to add Google Tag Manager to all your pages.
• Import Container: You can import existing content into a new workspace.
• Export Container: This is where your container can be exported to another location.
• External Account Link – Here you can accept link requests from outside sources like DoubleClick Campaign Manager.
• Approval Queue: This is where you can see the approval queue.
• Environments – This section shows all the environments within your container. You can also create new environments.

Now we know where everything is. Let’s now get to the actual usage of Google Tag Manager.

Tags In Google Tag Manager

Tags are bits or code that tracking, support, and analytic companies offer. These tags can be placed on your website or in your apps.

Tracking tags are used to track everything. This includes where visitors come from, what pages they view, and whether they convert. 

A tag must tell what triggers it to fire. Variables, triggers, and combinations work together.

Just like Frodo without Sam tags cannot function without triggers. The tag can fire again if there is a click, conversion, or another event.

Add New Tags

After you have created the tag for the company, place it in the container where you wish to add the tag.

There are two ways to add a container in this area.

Click the Tags option in the left-hand column, or click the big box with the text “New Tag”.

A new tab will open. Start with Tag Configuration.

There is a wide range of tag types. If you can’t find the company that you are looking for, you can create a Custom HTML Tag or Custom Image Tag. 

Once you have added your tag you can add a trigger.

Triggers In Google Tag Manager

A trigger refers to a rule or rule telling a tag when it should fire. An inactive tag will remain on your website or in the GTM indefinitely.

After you have created your trigger, click the box below.

The default setting for Google Tag Manager is All Pages. This will trigger your tag whenever a page loads.

After you’ve selected All Pages, your tag will be in. Google Tag Manager can automatically name your tag Google Analytics Universal. 

Add New Triggers

Let’s say you want your trigger to be more specific than a page view. You can either click on the blue plus sign to add triggers or go to the triggers tab.

Click the blue plus in the upper-right corner to open the Choose a Trigger page. You will get the same options as if you clicked the New button in the Triggers section.

Go to triggers > New

The Trigger Configuration option will be displayed.

You can trigger your tag with many things

As you can see, the possibilities are limitless.

You should name each trigger you create so that it can be reused with different tags.

Remember, however, each trigger can have more options. For example, the Clicks – All Elements trigger can be activated on any clicks or just some.

With a few clicks, you can make the changes 

The trigger can be determined based on page information.

One of the options

It can be set to fire depending on whether it matches.

Take Care

The URL for the page is now defined. Preliminaries may be added that need to match or can be matched before a trigger can be activated.

This is the way to define your URL

After you have set up your triggers, you will need to add two things to your Google Tag Manager. These are variables you wish to create and folders you want to use.

Variables in Google Tag Manager

Variables can be a set of criteria you can assign to triggers or tags. A variable tells Google Tag Manager when the trigger should fire.

A variable can be used as a tag to track the amount of money spent on transactions. A URL variable triggers the trigger when the variable is loaded.

Google Tag Manager comes with built-in variables, but you can also make your variables.

You can have your variables wherever you are

To see all variables created by you, click on the Variables button at the top left column. To create a new variable, click on the option next User Defined Variables.

Variables will be discussed when we talk about tag examples.

Google Tag Manager Folders

Google Tag Manager Folders are the easiest to use. Folders can be used to organize your tags, triggers, and variables by the project.

There are many uses for folders. You can use folders for many purposes, from filing cabinets to your hard drive to Google Drive.

The last column contains folders. To create a new folder, click New Folder.

Where can I find my folders?

Click New Folder to be prompted to name your folder.

Be creative

Click on the three dots to add tags, triggers, and variables to your folder.

Add tags, triggers, or variables to this folder

Now you know how to organize and file your stuff.

Submitting Your Changes

There are still some tasks you need to complete once everything has been organized.

First, you’ll want to return to your Overview screen. This will show you all of the changes you made.

View Workspace changes

There are several options.

View or abandon the changes 

To see the Abandon Change option, click on the three dots next to your email address. This will let you delete any changes made. Click on View Change to view all changes.

Preview mode can be used to verify if new tags were added. If you have added triggers, variables, or new tags to your website, preview mode will allow you to view it in preview mode.

Once you’re satisfied with your changes, click the Submit button on the right-hand side. All changes are immediately applied.

Done.

What can the Google Tag Manager track for you?

Now you should be familiar with the basics of Google Tag Manager. Maybe you know how to add triggers and tags. There is a lot you can do with it.

Hobbit, I hope that you will embrace me like Gandalf towards the end of this article. I have many GTM ideas.

Let’s discuss the best practices and best ways to use Google Tag Manager. 

Your First Tag – Google Analytics

Google Analytics should always be your first tag. The two Google products can accomplish so much more together.

Google Analytics can be used as a third-party tag. No matter what, it’s very simple to add Google Analytics to your GTM.

To get started, click on the New tag option.

This will open a new tab. To start creating your tag, click the Tag Configuration button.

Once you have added the Google Analytics Tag, you can take a look at

Google Analytics Options

Most settings can be left as they were for the first tag. To make sure that your Google Tag Manager is accessing the correct Google Analytics account click on the drop-down labeled Google Analytics Settings.

Then you’ll be able to enter your Google Analytics Tracking ID.

Locate Your Google Analytics Tracking ID 

When you want to find your Google Analytics Tracking ID, you’ll pop open a new tab and go to analytics.google.com.

Log in and go to the settings menu at the bottom left. You will need to be in Amin’s view. Property is the middle column. You can click on Tracking Info to expand it and then click Tracking code.

The tracking code will open a new tab where your Tracking ID appears at the top.

After entering your Google Analytics Tracking ID, you can view Advanced Settings. 

The Trigger is the last thing that you will need before you save your tag.

The Triggering button will be activated. Next, add the information you need to make your tag glow. Before you save your tag, this is how it will look.

You can name it here. GTM will give you a name if you save it. 

Tracking Events With Variables 

Knowing if someone has visited your landing page is not enough. It’s equally important for people to visit it.

Before Google Tag Manager developers used email to request different codes for landing pages. You have two options: you can either choose from the built-in variables or add code to GTM.

Clicks are what you want to make GTM the most important event.

These options can be enabled to track clicks, and what they’re clicking. Clicks to play videos can be tracked if they are on your website. You have many options.

Time spent on site tracking

This section should be important. Google Analytics can track time spent on your website. Let’s start with the how.

Let’s say a visitor visits your website. Google Analytics will track how long they spend on your website.

GTM allows you to track the time a visitor spends on your website, regardless of how many pages they have visited. 

Scroll down to the bottom of the page to see Other, then click on the Timer. This will give you the following options:

The name can be left blank, and it will fill out automatically. You can decide how many events you want to fire based on that information.

After saving the Timer Trigger, you’ll need to create a new Google Analytics Tag To include the Timer Triggers in your new Google Analytics Tag

After everything is set up, preview and test it.

Download the Form

GTM tracks your website’s downloads. It might surprise you to know that GTM can track downloads of your website. Google Tag Manager integrates with GTM seamlessly.

Downloads don’t always convert but it is still important to keep track of them. You can also track how they respond to multiple download offers.

First, create a trigger to track online downloads. 

Click – All Elements would be the trigger type.

Then, you will need to set it up to only fire on certain clicks.

Scroll depth tracking

While HotJar is still the industry standard for scroll depth analysis and tracking, Google Tag Manager can also be used to track visitors’ movements on a page. 

You’ll feel like an elf watching your visitors visit your site. We’ll set it up.

Trigger 1 – A New Page View

Create a trigger. It is very simple. It should be called a PageView Trigger. This trigger can be set apart for any other page.

This trigger should be activated on all pages that allow scrolling.

Tag 1 – Custom Scroll Depth HTML Tag

After you have created your trigger you can create the tag.

This tag must contain a Custom HTML tag. Use here.

It will look something like this:

Save the file, and then add the trigger you just created. Next, we will create Variables.

Variables: You Only Need Four

You need four things: A category, an action, and a label.

Start under Variables. Next to User-Defined Variables, click New and then choose Data Layer Variable.

Continue the process three times more.

These names are for your variables

• EventCategory
• EventAction
• event label
• EventValue

Once you have all four tags set up, you can add them to another tag. Go back to the Tab to create a new tag.

Tag 2 Google Analytics with Event Track Type

This will create a Google Analytics Tag with the Track Type set to an Event.

I have one last trigger that you will need to activate and we’re done.

Trigger 2: Event Equals Scroll Depth

The last trigger is what you need to connect it all.

Create an event and name it Scroll Depth.

After you’ve set everything up, you want to try it out in preview mode. You can then publish it.

Cross-Domain Tracking

You’ll feel like this when you switch from a complex subject to one that is more difficult.

Cross-domain tracking plays an important role in most advertisers’ strategies.

Let’s say you have two domains. One for websites, and one for payment portals. It is important to track what your visitors do to make sure they complete the transaction.

They are visiting two different domains so Google Analytics will automatically identify them as separate visitors. To gain a full understanding of your customer’s journey you will need to set up Google Tag Manager tracking.

Google made it easier than ever to set variables.

Google Analytics Tag Settings

Open the pre-existing Google Analytics Tag.

Select the Select Settings Variable option in Google Analytics Settings. A new pane will appear.

To open Cross Domain Tracking, click the dropdown labeled “More Settings”. Enter the domains you want to use in Auto Link Domains.

The Fields to Change dropdown is where you should make changes. Be sure to set both the Field Name allowLinker and the Value true.

After you’ve saved the settings and published your container, you’re good to go

Tag Sequencing

If you need your tags to fire in a particular order, it is possible to easily set up Tag sequencing.

Open any tags that you want to be included in the sequence. Next, click Advanced Settings and then Tag Sequencing.

You have the option to fire a new tag before or after your current one. 

After you add the other tag, you’ll be able to fire one or both of them. 

You can block your IP address

I was part of the marketing team and it was hard work maintaining client websites. Data can be misinterpreted.

I don’t always convert when I visit customer websites.

Let’s start with a variable. It will be a Data Layer variable. Name it around your IP.

Here’s what it looks like. Now you need to create a trigger.

Note: My variable IP was named by me. You can find your variable name in this list. Your IP address will be required.

This will add your event to Google Analytics Tag. Voila

Additional exceptions for tags

A tag can be set up to not fire on certain triggers

A trigger will be created for this specific webpage. (Remember, this will just be a new Page View” Trigger with the “URL equals /whatever-page-you-want-to-exclude”. )

Next, you will need to open the exception tag. Next, add the exception to the Firing Triggers.

JavaScript Errors Alert

This is the last tag to track and inform you about JavaScript errors.

JavaScript could cause problems on your website. Many things can go wrong when JavaScript isn’t working as it should.

This setup includes a trigger and tag. 

The Trigger

This trigger is already in your pre-made triggers. Find the JavaScript Error trigger.

Add it to your trigger, and you’ll have a ready-to-use one

The Tag

Here you can create something entirely new. Copy your Google Analytics Tag.

Click the three dots in the upper right corner to activate this option. To add copy, click on

Copy it and the new copy will appear. Update all options by changing the Track Type to Event.

This will finish your tag’s settings. You’ll need to verify all variables again.

Variables

Click the Variables tab and then click on Configure next to the Built-In Variables. After it opens, go through the following:

After they have been configured, you can see them in the List of Built-In Variables

Now you can track JavaScript errors.

We have tagged the Google Tag Manager

That’s all for Google Tag Manager.

After reading this article, any marketer should be able to run their Google Tag Manager. Many tags can help you find the right product.