Google Tag Manager – A Digital Marketer’s Dream

Digital marketers have been waiting for a dream tool like Google Tag Manager. As an online marketer, one of the major points of frustration has been getting clients and their web developers to add Google codes to their websites.

No doubt we’ve all found ourselves in a situation where we’ve let the lie slip from our lips: “I promise, this is the last code I’ll send you.” Enter Google Tag Manager

Finally, Google has saved us from our lying selves!

While there are plenty of paid for Tag Management Solutions around, this one is a FREE tool, which provides a quick entry point to start leveraging and understanding how a TMS can benefit your company. With Google Tag Manager (GTM), you can easily add and update all your website tags – for conversion tracking, site analytics, remarketing, and more – all from within Google’s web interface.

This means that the first time you or the developer put a Google code on a client’s site will also be the last time you put a code on the same client’s site. Amen to that!

How Does GTM Work?

It’s a straightforward process that consolidates your website tags with a single snippet of code and lets you manage everything from a web interface.

Sign up for your free account at

When you’re all set up, you put one piece of javascript code on the website you want to use GTM with, and then add all future codes and tags by visiting the tag manager’s interface.

The next step is to create what are called “containers” for every individual site you want to PPC and other digital marketing things for.

Once you have your containers setup, it’s as easy as 1, 2, and 3:

  1. Select from a dropdown menu of Google codes
  2. Tweak the settings you want Click the publish button.
  3. This will automatically update the existing code on the site in question to include the new code.

In a nutshell, GTM allows you to add and update your own tags, with just a few clicks, in your own timeframe, without bugging the IT folks or rewriting site code. Never miss a valuable sales and marketing opportunity again.

Google Tag Manager is giving marketers mega flexibility, successfully cutting out the need for the middleman, a.k.a. your webmaster or IT crew, who will now be free to focus on the more important day-to-day upkeep, and longer-term development of your website.

Example: You receive a request to add an Adwords conversion pixel on the Thank You Page of a Contact Us form.

Without GTM: Forward your request to IT and have them add the conversion pixel code. Most likely, you have to wait for the next release cycle to get it in place, plus you spend precious hours to get the code in place.

With GTM: Login to Google Tag Manager, and use the Adwords tag template with a rule to fire when matching the Thank You Page of the Contact Us form URL.

Still not sure what GTM s all about, or whether it can really make any substantial difference to your life as a digital marketer? Then take a few minutes to watch this video:

The obvious benefit of the Google Tag Manager workflow is that the process is super convenient and fast. Create the tag, verify/test, and publish. Webmasters and IT heads will equally love it, thanks to features like User Permissions, Automated Error Checking, and the Debug Console and Preview Mode.

To get started, visit Google at

Author: Digital Fuel

Words by the Digital Fuel team members