Item: Google Tag Manager
Rating: 8
Author: Verified User

Use Cases and Deployment Scope

As a digital strategist at a web company, one of my many roles is ensuring the websites we manage have strong conversion points. One way I am able to help manage this is through using Google Tag Manager to set up unique triggers and tags that provide analytics for how users are interacting with the website.

Pros and Cons

Google Tag Manager integrates with other Google reporting platforms well such as Google Analytics.
The platform offers an incredibly wide variety of things to track.

Google Tag Manager offers little guidance within the tool. I often have to refer to outside guides or walk-throughs each time I set up a new feature.
There is a steep learning curve.
Difficult to test and manage if you have to rely on another webmaster or third-party to implement any code changes.

Return on Investment

Google Tag Manager has helped our business by giving us a platform to prove results.
The platform's learning curve caused a negative impact on our ROI because of how long it took to train on.

Alternatives Considered

Hotjar

I've used other tools like Hotjar for website performance tracking and Tag Manager is nicer because it ties in with Google Analytics and allows you to specifically create the tags you want rather than watching to see what happens.

Other Software Used

Zoom, GoToMeeting, ownCloud, Google Ad Manager, Google Ads (formerly AdWords), Google Search Console, Teamwork Projects, SEMRush, Moz

Likelihood to Recommend

As cumbersome as Tag Manager can be at times, it's really a great tool for tracking specific items on a website. If any of your KPIs have to do with web performance, this tool is a must in order to point to success and measure results well. It takes a bit of getting used to but it's extremely helpful to see how users are interacting with the site.

Google Tag Manager Review

Overall Satisfaction with Google Tag Manager