Google Tag Manager (GTM) makes it a breeze for the marketing team to add/edit/modify website tags without the help of the web/mobile development teams. They can add tags for site analytics, conversion tracking, re-marketing, event tracking etc. GTM was launched by Google in the 2012.
GTM setup is very easy and requires addition of “two-part tag” to your website. A “tag” is nothing but a short java script code that has to be added to a webpage to make GTM work. One part of the tag goes in the <head> section while the other part of the tag goes in the <body> section. We will cover various ways in which you can add a tag to your website, later in this guide.
Once the GTM tag is added to your website, you can add other tags through GTM dashboard and collect up-to-date information from your website.
Here are the steps to setup a GTM account.
Steps To Setup A New Tag Manager Account
- Go to Google Tag Manager and sign-up. In case you have already signed-up with Tag Manager, click on Sign-in and choose Tag Manager from the drop down.
- In the Account Name field, it is advised that you put the name of your company. Normally, one tag manager account is recommended per company. In case you are from an agency that manages multiple clients, you can name your account after your agency’s name. You would still be able to manage multiple client accounts using GTM. Click “Continue” to proceed.
- Now it is time to setup the container inside tag manager. The container is the name of the website for which the account is being setup. Enter the complete URL of your website (without the http:// or https://).
- In case the container is being created for a website, choose “Web” in the “Where to Use Container” field. Click “Create” to continue.
- Click “Yes” to the GTM Terms & Conditions that pops up.
- You will now be taken to the Dashboard of GTM where the GTM code appears in a pop-up on your screen. There are two parts or tags to a GTM code. The first part of the code needs to be pasted in the <head> section of your website whereas the second part should be pasted in the <body> section of the website.
- If you are running a WordPress website, you can also use a plugin to insert this code in the <head> and <body> section. For my website, I have used this plugin. WordPress users can also paste this code in the header.php file although if you are not an advanced WordPress user, then it is recommended to paste the code with the help of some plugin.
- Press “OK” to close the pop-up.
This completes the setup of Google Tag Manager. You can now look around the tag manager dashboard and either setup Google Analytics code through tag manager (recommended), setup event tracking using tag manager or setup other tags as per your requirement.
Some additional notes to get you started with GTM
Once you setup the Google Tag Manager, you will come across three “terms” which are explained below:
- Tag – A piece of code that needs to be added to all the pages of a website so that the website can send up-to-date information pertaining to user behaviour. We have already discussed tags in detail above.
- Trigger – A set of conditions that control when a tag is fired (gets activated). It is essential for all the conditions mentioned in the trigger to be true in order to fire the tag.
- Variable – These are name-value pairs for which the value is populated during runtime. Variables are used in tags and triggers. Variables are of two types – Built-in variables (predefined) and User-defined variables.
You will understand tags, triggers and variables once you start using them in tag manager.
So, get started!