Anyone who works in the field of digital marketing will one day find themselves having to monitor the performance of digital campaigns, proceeding first of all to the set up of tracking, answering the fateful question: And now how do I do it?
For those who are not lucky enough to have a developer at their complete disposal (therefore we speak of most advertisers), there is a free and intuitive solution made available by Google, or Google Tag Manager.
Google Tag Manager is a tool that helps install code snippets in the site's HTML (Snippets, or Tags, are portions of code). Basically, it is configured as a tracking script management platform that makes the entire coding process much easier and within the reach of even those who are not experts in code.
All you need to do to start using it, is to implement the GTM container code on all pages of the website and start working from the platform interface.
To understand how GTM works, we can think of a car in which the container tag represents the engine and the user interface, the bodywork and the controls. The first provides all the functionality to run and distribute the tags on the website while the second allows you to manage and control the tags entered by us end users.
Google Tag Manager by default provides several predefined tag models that simplify the insertion of a code on our site (in most cases they are third-party tags such as: Google Analytics, Google Ads, Twitter, Facebook, LinkedIn, etc. .) because just fill in the dedicated section and activate it at the point of our interest. And this is where the activators that indicate where to execute and not to execute the instructions contained in the tag come into play. Activators define:
• when the tag should or should not be executed;
• where the tag should or should not be activated;
• what the tag should do when it is executed.
There are two types of activators: activation and blocking. The first activates the tag whenever the activation condition is met, the second prevents the activation of a tag when the condition is satisfied. In addition, you can insert your own tags under the heading "Custom HTML".
There is no doubt that its use brings many advantages to advertisers, let's see what they are:
• Speed: the tags load asynchronously and do not compromise the loading speed of the site;
• Simplicity: the intuitive interface of Google Tag Manager makes it easy to create and edit Tags, Activators and Variables;
• Control: in a short time, tags and tracking can be implemented on the website without having to wait for the technical times of the programmers,
• Verification: you can immediately check if the Tag is working, thanks to the native Preview and Debug mode.
Are you interested in dealing with professionals who are able to use the resources offered by the Google world? Call E-Business Consulting marketing agency active since 2003 and Google certified for a comparison and a free quote!
