Aug 20, 2014 | 2 minute read

Why You Should Be Using Google Tag Manager

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By: Ginny H.

Google Tag Manager (GTM) provides marketers with a free and easy to use system for managing website tags. It happens to be one of the most underutilized features Google offers. Why are so many marketers overlooking this valuable tool? We think it’s tied simply to them not being aware of this powerful offering.

What is Google Tag Manager? It provides marketers with a flexible and easy way to focus on their marketing objectives rather than being distracted by technology concerns. When you have to turn to your web team to constantly update website tags, your window of opportunity for marketing success can run out. With GTM, it’s easy to add and update tags on the fly without involving the IT team.

GTM is designed for easy use. It’s free to use by simply logging in to GTM site. With GTM, you test new tags for proper functionality before even publishing them to your site. GTM works with a wide range of analytics and measurement programs. If you don’t use Google Analytics, don’t worry, you can still use GTM. GTM works with AdWords, Google Analytics, Universal Analytics, DCLK Floodlight, Mediaplex, Turn, and many other measurement programs.

Google actually encourages GTM users to use it in conjunction with Universal Analytics. All Google Analytics accounts will eventually be migrated to Universal Analytics. Universal Analytics comes with an improved user experience and users are allowed to make changes within the GTM interface when using Universal Analytics.

GTM is designed to provide a robust experience for users. It is a rule driven interface that allows users to create custom rules and macros. GTM also comes with a wide variety of tools that make tagging easy to do.

Visit the Google Tag Manager site to sign up and begin using this powerful program.