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The Google Tag Manager gets an Update

The Google Tag Manager is a very useful tool not only for the IT fraternity but also for the digital marketers. You can make the whole process of tag management more predictable and tailor-made for your specific needs. Some of the features associated with the just released Google Tag Manager update are as follows:

  • Customizing the Tag Manager to your unique needs using new APIs
  • A user friendly interface that can launch and edit your tags quicker and more efficiently.
  • A host of other third party templates that makes tagging easier than before.

A tag is an HTML code that executes on a web page or a mobile app. Without an integrated tag management solution you have to manually add the individual tags to the source code of your site. The Google Tag Manager Update (GTM for brevity) helps you manage how tags are deployed on your website or mobile app making the whole process hassle-free. You just have to specify the tags you want to use and the GTM will do all the hard work. You get a powerful set of tools to control how these tags are fired and how your tag data is handled using triggers, variables and a data layer.

GTM for the web is deployed using a single container code snippet that you can place on all your web pages. For the purpose of mobile apps you can use the Tag Manager SDK. These container snippets will handle the deployment and execution of various entities like Google AdWords, Google Analytics, Floodlight ( A Floodlight tag is an HTML tag that you place on your website to track conversions, such as a consumer making a purchase or completing an online form), and other tags that you might be using.

The GTM platform is intuitive and structured making it easy even for first time users to take control. The Google Tag Manager API helps you better manage your web interface. You can easily manage bulk users and set up role-based permissions and the API will provide the right level of access to the right users. You can use the API to generate master container templates to make variations with respect to domain and campaign ids.

Tags could be used for a variety of purposes but most of the tags in GTM are used to send data from your site to a third party site. GTM uses triggers and variables to decide how and when your tags are fired. Tags are deployed based on events and are executed when a page loads or when there is some kind of an interaction with your web page.

You can decide when exactly to execute a tag depending on a specific customer interaction on your website, example, somebody clicking on a download form or a submit button. Thus, you can get specific data regarding the customer behavior on your website which helps you analyze how your digital marketing campaigns are performing. Based on these insights you can tweak your campaigns to improve your digital marketing strategy.

Will you be utilizing the Google Tag Manager update for your websites and mobile apps?

Team Position²

Position2 is an innovative digital marketing agency that accelerates demand through integrated Content Marketing, Paid Acquisition, and Marketing Technology solutions. Our demand acceleration solutions map the buyer's journey across multiple touch points such as search, social, mobile, media, and email. These integrated campaigns are powered by cutting-edge content creation, digital advertising, web design/development, marketing automation, and analytics. We serve hundreds of clients ranging from VC funded startups to Fortune 500 multinational firms. Our 200-member team is based in Silicon Valley and Bangalore and consists of marketing gurus, engineers, data scientists, writers, and designers. Founded in 2006, Position2 is backed by Accel Partners.