Google Tag Manager (GTM) Review
November 17, 2019
Google Tag Manager (GTM) Review
Score 8 out of 10
Vetted Review
Verified User
Overall Satisfaction with Google Tag Manager
Google Tag Manager (GTM) is used as the preferred tag management system that our company recommends like to use. It allows us to place and customize variables, triggers for clients to help manage marketing performance and analytics. A high level overview of how all three of these live within GTM are as follows: Tags are snippets of Javascript or tracking pixels; Triggers tell GTM when or how to fire a tag; Variables are additional information GTM may need for the tag and trigger to work.
A huge benefit of using GTM is that it's a Google product so implementation of GCM (Google Campaign Manager) and GA (Google Analytics) makes it a seamless process.
A huge benefit of using GTM is that it's a Google product so implementation of GCM (Google Campaign Manager) and GA (Google Analytics) makes it a seamless process.
- GTM allows you to customize the data that feeds direct to Google Analytics.
- Houses all 3p code in one place, rather than having to hard code data directly on the site.
- GTM has a preview and debug feature which allows you to see what's implementing properly and makes for a much easier QA.
- Although GTM is a Google product, it still works with non-Google product suite.
- Although you don't have to be a web developer to use GTM, it still requires some training and expertise. It's not necessarily a platform you can pick up instantly however there are many resources and training guides online to help you along the way.
- Implementing GTM across a site is the process that requires some web developer expertise.
- GTM has allowed clients that haven't had much experience in tracking onsite metrics or analytics an ability to do so.
- The seamless implementation of GTM also allows advertisers an opportunity to recommend multiple paid media channels to clients and show them the ability of paid media.
Google Tag Manager has many training resources online that our team relied on when recommending to clients why they should use GTM. It's one thing to share a recommendation with a client, it's another to be able to train them on it. I haven't seen these available resources for any other tag management system online.