Google Tag Manager: A must have free tool for tracking!
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Updated November 13, 2018

Google Tag Manager: A must have free tool for tracking!

Score 9 out of 10
Vetted Review
Verified User
Review Source

Overall Satisfaction with Google Tag Manager

I work in a Digital Marketing agency, and Google Tag Manager (GTM) is being used across all our services (SEO, Analytics, Paid Search and Social) and with the majority of our clients.
It is a very effective tool to track clicks, campaigns, revenue, leads (etc) without the need of involving the dev team of our clients. With GTM, we can quickly tag everything ourselves, which makes us save time, email communications and let us see results almost instantly.
  • GTM does a very good job in updating their predetermined triggers. Every so often they will add a new trigger that they see is needed. For example, the latest update was a Youtube trigger, element visibility trigger and scroll depth trigger. This helps in keeping up with digital marketing trends and tracking.
  • There is a fairly good integration with other Google products like Google Analytics (of course), Google Optimize and Adwords. For example, GTM makes it easy to set up A/B testing with Optimize, since a there is a specific tag created for that.
  • Having the option to create DOM variables and using them in the tags opens a world of possibility for tagging.
  • There is no real tutorial for GTM, and the one that exists in Google Analytics academy is very basic. Google should create a library or a document that specifies how to use each of the elements available in GTM. Earlier today I was trying to use a feature for a GA tag that I've never used before, but couldn't find any information about it.
  • They are not great at integrating with Facebook. FB is one of the most popular platforms for advertising, they should have created a specific Facebook tag by now to help marketer with their tracking.
  • It's hard to connect several actions taken by the same person in 1 tag. For example, there is no easy way of tagging a multiple step action. Each tag will fire individually on each action instead of firing on conditions.
  • GTM is very useful to determine if a particular element on the site is useful (i.e. is it being watched, is it being clicked, does it help customers navigate through more pages). As an SEO person, I can use this information to decide what to optimize for but also to track progress and see improvements in engagement.
  • With the use of Google Tag Manager, I was able to easily inject an A/B testing tool which lead to several improvements in lead generation.
Google Tag Manager is the only tag management tool I have used.
I would really recommend GTM. It's an easy-to-learn tool that can achieve great things.
I think every marketer should know how to use GTM, at least the basic concept of creating tags and triggers. There are many non-Google online tutorials and scripts that other people have already written, which makes it even easier to achieve your goal.

Google Tag Manager Feature Ratings

Tag variable mapping
9
Ease of writing custom tags
9
Rules-driven tag execution
4
Improved page load times
6
Mobile app tagging
10
Library of JavaScript extensions
Not Rated
Event tracking
10
Mobile event tracking
5
Data distribution management
5
Universal data layer
9
Automated error checking
8
Role-based user permissions
10

Using Google Tag Manager

10 - The teams that uses Google Tag manager are the Web analytics team, the Search Engine Optimization team, the Paid Search team and the Social team. Google tag manager is used across all team in our agencies and we try to train every new employee so they can use it individually for their specific activities.