Social Web Apps Design
Online Community Development

Google Tag Manager

by Saul Fleischman on October 10, 2012

Digital marketing over-easy: Google Tag Manager

With information from Laura Holmes, Product Manager, Google Tag Manager

Over the past few years, we’ve seen various attempts to streamline digital marketing capabilities with content tags.  Today there are numerous tools that aid content producers with better insights, audience-reach through smart-tagging, and marketing campaign-launch. Yet many modern marketing tools—like web analytics, conversion tracking, remarketing, and more—depend on the manual addition of tags to web pages.

 

Tags generate metadata in website code to provide insights and make pages searchable within a site.  Tagging pages within a site can cause challenges, however.  Too many tags can slow a site and also render search within the site useless.  Poorly applied tags can skew analytics.  Finally, it can be rather time-consuming to add new tags.  As such, many bloggers and site content creators do not tag pages at all, or do not do it well.  Many rely on smart #hashtagging of the social media updates that include site links.

 

Google aims to help take the pain out of tagging for everyone.   In early October, 2012, they released the first iteration of Google Tag Manager, launched globally in English, initially.  The product will soon be available in many other languages.
Google Tag Manager is a free tool that consolidates your website tags with a single snippet of code and lets you manage everything from a web interface. You can add and update your own tags, with just a few clicks, whenever you want, without bugging the IT folks or rewriting site code.  It gives content creators the ease of bulk-tagging to allow  webmasters focus on other important tasks.  Here is a quick look at how easy it is to set up an account and manage your site’s topic tags:

 

Google Tag Manager aims to handle all site page tagging needs   Features include:
  • Asynchronous tag loading—so your tags can fire faster without getting in each other’s way, and without slowing down the user-visible part of the page
  • Easy-to-use tag templates, so marketers can quickly add tags with our web interface, as well as support for custom tags
  • Error-prevention tools like Preview mode (so you can see proposed changes before implementing them), the Debug Console, and Version History to ensure that new tags won’t break your site
  • User permissions and multi-account functionality to make it easy for large teams and agencies and clients to work together with appropriate levels of access
  • Plus we have exciting plans to add great new features over the next several months
Dozens of companies have already begun using Google Tag Manager and have seen great results. Ameet Arurkar, Director of Search Engine Marketing at QuinStreet, reports:

“Google Tag Manager took one big chunk of time out of the tagging process. What took 2 weeks now takes less than a day—sometimes just hours. We, the campaign managers, now make the call on which tags to use, and we can implement the tags ourselves.”

“Google Tag Manager just makes business sense. Why would we want to manually add hundreds of tags for our pages?”
Setting up Google Tag Manager is quick and easy—you create an account, add one snippet of code to your site, then start managing tags.  You can sign up for Tag Manager from any Google+ account at www.google.com/tagmanager.

 

My one issue (so far) is that I need to add the Tag Manager code to each and every page on a site to enjoy its goodness.

This must be pasted into every page of a site to get the value

Have you used this new Google tool?  How is it helpful for you?


About Saul Fleischman

Founder of emerging social media tool sites. Bootstrapping innovation with lean startup development teams. I do project management, user experience, PR, marketing and community development.

su.pr size it! http://su.pr/2i0sJI

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  • Sandor Benko

    Great stuff. I’m sure there will be a WordPress plugin to add this code to all pages.

    • Saul Fleischman

      thanks @sandorbenko:disqus that would help. #google #tagmanager appears to require a lot of work to use. Tested it myself, of course.

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