A Google Tag Manager beginner
July 13, 2018

A Google Tag Manager beginner

Anonymous | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Overall Satisfaction with Google Tag Manager

We are a social media advertising agency and work with brands that have websites we drive to. Using social we drive traffic to the brand sites, and use GTM to track actions taken by these users once on site in order to tie back to their business objectives (product awareness, sales, lead generation, etc.).

Pros

  • It's highly flexible and can be used on a variety different tags for basically anything you could dream of.
  • It's reliable since it's part of the Google suite -- there is a strong positive reputation associated with Google products.
  • Clients are willing to use it because it has a strong name like Google associated with it. Sometimes clients can get nervous about using other products on their websites.

Cons

  • It's a little confusing to learn on your own. I definitely needed another party in my office to sit with me and walk me through it. More training material and documentation that is easy to navigate would be helpful.
  • It's had a positive impact. Using GTM we are able to show more convincing data on the success of our social media campaigns. We are able to track website actions that are not trackable through the social native pixel trackers on their own. I am sure we have only began to scratch the surface of what GTM is capable of.
Google Tag Manager is slightly trickier to implement and involves more coordination with the client's website developer, but it's much more flexible and robust. The tagging and pixel structure that is native to the social platforms is perhaps easier to work with, but it's as strong as Google Tag Manager.
For our social media data tracking, it's perfect when clients have website business objectives other than those that can easily be tracked by Facebook's pixel. Facebook is ideal for simpler cases of tracking (ex: page loads) but GTM is better suited when there are other actions on site that are helpful to track (video views, clicks on buttons, email sign ups, facility finder submissions, etc.)

Google Tag Manager Feature Ratings

Tag library
Not Rated
Tag variable mapping
Not Rated
Ease of writing custom tags
3
Rules-driven tag execution
3
Tag performance monitoring
6
Page load times
Not Rated
Mobile app tagging
Not Rated
Library of JavaScript extensions
Not Rated
Event tracking
9
Mobile event tracking
8
Data distribution management
8
Universal data layer
Not Rated
Automated error checking
Not Rated
Not Rated
Role-based user permissions
Not Rated

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