How to Get Started Google Tag Manager

Customizing tracking according to your needs is within the reach of all SEOs… who use a tag editor. Google’s tool is the best known of these.

How to Get Started Google Tag Manager

It is a lever that concentrates many SEO issues: tracking. However, by using the Google Tag Manager tool, marketing departments (almost) no longer need to go through a developer to track important events on their site. Only a few basics in CSS and HTML and a good knowledge of SEO and JavaScript are required. And despite this simplicity, Google Tag Manager is very powerful for SEOs: “It only needs one tag universal in JavaScript to activate and remotely manage all the other tags or pixels used for third-party solutions, such as Google Analytics, Bing Ads, Hotjar and other Criteo “, summarizes Veronique Duong, associate director of the SEO agency Rankwell. Here are four steps to take control of Google Tag Manager.

1. Opening an account: the prerequisite

The prerequisite for opening access to Tag Manager is to be a user of the Google suite. The first page of the tool, blank on the first pass, is where all the Google Tag Manager accounts are listed. Each account corresponds to a site or an application whose tag is already integrated.

Each user of the Google suite can open a very large number of accounts for free. To do this, it suffices, first of all, to enter the name of the company and the country of residence, then the name of the site or application intended to contain the beacon and which will be the subject of the tracking.

This information is used to define the perimeter of the container, that is to say the shell comprising not only the site or the application but also the tags, their triggers and their settings when they are added.

2. Integrate the tag: the technical part

The following screen refers to the tag: an automatically generated JavaScript tracking code which must be integrated into the site dynamically, that is to say in the < header >. This is the final intervention of a developer in the process, as this step requires good knowledge of JavaScript. David Quargnul, associate director at Optimal Ways, a digital analytics agency, recalls that if a tag generates an error, JavaScript can no longer be executed for the following elements.

For his part, data analyst and founder of the agency Web Analyze Me alerts users to the risk of a flaw in the tracking if the graphic charter, in header, is not applied to the entire site. If the developer forgets to add the tag in the source code of these pages, this will be all information lost for tracking.

3. Edit a tag: rigor required

Once the GTM tag has been correctly encoded, all management is carried out from the Google Tag Manager interface. It would then be tempting to quickly add new tags, since a few clicks are enough. Véronique Duong advises, on the contrary, to take the time to set up a tracking and acquisition strategy before getting started. The creation of a new tag starts from the Google Tag Manager workspace. She urges beginners to immerse themselves in reading the documentation made available by Google to understand the stages of creation. Training also allows you to take ownership of this process without taking any risks for your site.

First, you have to choose the authoring marketing tool of the tag: Google Analytics, Google Optimize, Criteo, Hotjar, the list is long and it is rare to remain empty-handed. Foreseeing, Google however offers the possibility of adding oneself an HTML code provided by an editor which would not be in the list. Commanders Act, the paid competitor of Google Tag Manager, specializes in niche customers who cannot find their account in the proposals.

Next step: configuration of the tracking linked to the beacon. The field of possibilities is wide. Adil Sijilmassi Idrissi cites the example of a “Google Analytics tag that triggers the recording of an” event “(the type of tracking) when a user clicks on an item in a drop-down list (” list “in the category This tag interacts with the source code of the page without needing to touch it.

4. Avoid bugs with preview mode

Finally, the data analyst particularly appreciates the preview mode of Google Tag Manager. He insists on the need to use it systematically before implementing a new tag. Well used, this feature greatly reduces the risk of bugs.

5. Move up a gear with variables

Once you understand the concepts of tags and beacons, the next step is to understand the variables. Vincent Lahaye, founder of Carré d’Astuce, defines variables as “elements which will vary from page to page and will provide an additional layer of data”. Concretely, the variables will condition the triggering of a tag. Vincent Lahaye explains: “In the case of the” previous page “variable, you can decide to add the event” Open a pop-up if the user comes from page X or Y “.” To cover a maximum of possibilities, Google Tag Manager offers a multitude of “templatized” variables.

6. The data layer: use the power of GTM at 100%

A complex concept, the data layer is a container in which it will be possible to retrieve data relating to the users of your site and the interactions they have carried out. Take the example of a blog. In order to analyze the themes that perform best on the latter, you must place the “thematic” variable in the data layer to retrieve the data for each theme in Google Analytics. Vincent Lahaye details an important principle of the data layer: “It is the person who manages GTM who chooses which variables will be sent or not.” Thus, if we find the two types of variables (constants and dynamic), it is the referrer who decides which data he wishes to recover in fine. The interest of this tool is to cross the

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