Why You Need to Use Google Tag Manager Now

by | Jul 14, 2016 | Actionable SEO Tips, PPC, Technical SEO Tips

by Kieran Bolger, Marketing Production Associate, AIM.

Google-Tag-ManagerAnother day has passed… your brand new ‘sure to work’ landing page awaits on the virtual shelf of the digital world… you’re patient… for now… waiting to hear back from your developer, who has promised that your new landing page will have all its analytics, conversion, remarketing, and tracking pixels installed and ready to go within the next 24 hours – He’s a busy man… and these things take time… Don’t they? So, you wait…

OK, so it’s possible that this isn’t your particular scenario but, it’s also very likely that whether you’re a marketing agency, a publisher, or a small business owner – at some point you’ve worked hard to create a brand spanking new website, landing page, micro site, or marketing campaign – you’ve set up your whole campaign – and you can’t wait to get the ball rolling, to watch those sign ups, sales, and acquisitions roll in, while your stats and analytics tell you all you need to know to make informed decisions…

But, that’s just it… what about your stats and analytics? You’ve got to wait for your developer or your client’s developer, to go ahead and manually set up conversion pixels across all of the pages that you want to track, and for all the platforms that you plan to run campaigns on… You could set them up yourself of course, but have you got the time, or access for that?

Enter ‘Super Tag’ – AKA Google Tag Manager

Some of you may have heard of Google Tag Manager (GTM), and some may be already using it – reaping the benefits of launching pixel filled campaigns on a whim, casually throwing around terms like ‘jquery’, and just below the ‘body tag’, at the water cooler…

If you’re already using GTM, I’m sure you’re finding it useful. If you’ve never heard of GTM, or maybe it rings a bell, but you haven’t checked it out yet – I’m going to walk you through why Google Tag Manager is to pixel-implementation, as the car is to horse and carriage… It’s faster – you have more control –  and you get to drive.

It’s Faster

Even a small car can dish out sixty horse power… while a horse… well… a horse can give just one horse power… granted…

But with GTM, once you’ve added the GTM pixel to your site, you can add a host of supported pixels (i.e. analytics, conversion tracking, and so on), and third party pixels (i.e. facebook, bing, and so on), within minutes, to all of the pages on your website. You can even choose which pages you would like specific pixels to fire on (i.e. fire the conversion pixel on the ‘thank you’ page).

add a tag product

So yep, once GTM is installed on your site, your pixel implementation will be much faster.

You Have More Control

Unlike a horse and carriage, a car has heating, head lights, and adjustable seats – In the same way, GTM offers you more control over how you play around with and manage your tags, by making the tag setup environment more user friendly.

  • Set up tag containers to manage multiple clients or websites from one location
  • Create custom tags to track clicks and engagement (i.e. ‘Add to Cart’ click, or ‘Submit email’ click)
  • Fire sophisticated triggers based on user events or actions on your site. (i.e. fire a remarketing tag when a user chooses to add an item to a basket, or shows interest in a particular page or product on your website)
  • Set up standard or enhanced e commerce tracking
  • And lots, lots more…

Sure, these things can already be done… But as it’s much easier to turn the heating on in your car, than it is to put a roof on an open carriage, GTM makes setting things up a lot easier and more straight forward.

You Get to Drive

With GTM there’s no more waiting around for developers or clients to implement new pixels each time you launch a new landing page, webpage, or website. You install GTM and away you go. You can create, edit, and test new tags whenever you like. Unlike being stuck in the carriage, dependent solely on the coachman to make haste – You’re in control, ready to put the foot down whenever needed.

pixel tag manager

Getting Set Up

So… Moving beyond analogies of horses and present-day technologies – What might be your next step?

I recommend watching this short, 3 minute Google Tag Manager Introduction that provides the key concepts of what GTM is, how it works, and some tips for getting set up.

If you need more ‘start to finish’ details for setting up and managing GTM, check out the Google Tag Manager Help Center.

Testing Tags

So you’ve got GTM installed on all pages of your website. You’ve set up some tags and look forward to beginning on this new journey through the ‘easy-tag’ life… But wait… Are you going to wait around to see if data comes in, before you know you’ve set things up properly? Certainly not… Enter ‘Super Tag’s’ little brother, ‘Google Tag Assistant’

Google Tag Assistant

Google Tag Assistant is a chrome extension that allows you to easily test if tags are firing on your web pages. GTA uses color codes to show the status of each of the tags it recognises, and provides suggestions and bug fixes to help resolve any issues with your tag setup.

GTA result of tag


GTA is an essential tool for managing tags with GTM, and will help to give you confidence that waiting 24 hours to get a pixel put in place – is simply an outdated practice, to be left to the dark ages, along with dial-up connections and switchboards.

Now that you’ve got the ball rolling, you can also grab a ‘Facebook Pixel Helper’, and ‘Bing UET Tag Helper’ – If you’re using Chrome you can grab the extensions you need at the links below.

Download the little brothers of the tag manager world:


So, is Google Tag Manager new? Not really… Is it very useful and something you should seriously think about using if you haven’t already? Absolutely…

Once installed, GTM can help you to set up tags across your website, for an endless array of tracking and marketing purposes. It can save you heaps of time and effort by allowing you to complete the installations yourself, at the click of a button, on whatever pages you choose on your website, whether you’re a marketing agency with numerous clients, or a small business with 1 website.

If you haven’t already written home about your new found pixel freedom, or you’re still not sure GTM has what it takes, check out this Google Tag Manager Tutorial for 2016, that goes into a little more detail.

For readers who haven’t yet begun with GTM, I hope this has been as useful for you, as GTM is for us at AIM and our client accounts.

As always, AIM are here to help should you need any support with direct response marketing. We provide a number of services in the digital marketing space, so feel free to get in touch to see how we can help, or join us on Facebook to keep up to date.

Thanks for reading,

Kieran Bolger2

Kieran Bolger
Marketing Production Associate, AIM