Item: Google Tag Manager
Rating: 10
Author: Travis Brown

Use Cases and Deployment Scope

As a web developer, we have utilized Google Tag Manager on multiple website projects. Rather than just doing the bare minimum (Google Analytics), Google Tag Manager allows you to go beyond just page tracking, to get a more in-depth view of how users are interacting with your site. Things, such as interactions on a page, become tracked and your data is taken to the next level.

Pros and Cons

Tracking beyond page-views.
Good for non-developers to implement.
Provides greater analytic opportunities.
Great test capability.

Like anything, it definitely takes some experience to be comfortable.
Not a lot of Google tutorials that are on target (plenty of non-Google content).

Return on Investment

It's been a huge help in providing fantastic analytics to clients.
We're now tracking much more than basic analytics.
It's saved developer time because they only need to add one code, and account managers can create tags.

Alternatives Considered

Google Analytics

Tag Manager works in conjunction with Google Analytics. I would describe analytics as a 101 level course, and Tag Manager as a 401 level course. Both are good, both are relevant, but one will far outpace the other as far as practical application and things that you will benefit from.

Other Software Used

Google Data Studio, Lead Forensics

Likelihood to Recommend

If you aren't using Google Tag Manager when you are creating a site and implementing analytics, you are doing yourself a disservice. This is a free tool that I believe is not used more, because either people don't know or they are too intimidated by the startup. However, when you push through, you see how valuable this tool becomes and how much more it opens up your data for analysis.

This is the tracking tool you need to be using

Overall Satisfaction with Google Tag Manager