Google’s enterprise products are constantly evolving with new features. These new features are derived from the feedback of the users and partners like LunaMetrics etc. The internal drive of the tool from time to time provides value.
But a few tools have been in limelight more than the other. I love talking about Google Analytics 360 and its features, benefits etc. But I haven’t discussed other 360 products like Google Tag Manager 360. So in this article, we are going to touch them.
Google Tag manager is more of a worker-tool of Google Marketing Platform. It is an overlooked tool but is an important one. It is safe to say that Google Tag Manager and enterprises go hand in hand. People need scalable tagging solution across teams and sites for several many reasons. And we have shortlisted reasons why you need to start using Google Tag Manager right now.
1) Secure The Future Of Your Site:
Ideally speaking, Google Tag Manager should be a part of the analytics and conversion tracking process of your site. And also ideally you’re likely to implement Universal analytics. If you haven’t implemented them in your organization then I would suggest you do it right away.
Upgrading to the Universal Analytics may seem like a pain but it is worth it. Trust me! Instead of doing a whole lot of coding and page modifications etc. go for the GTM for a gradual switch to Universal Analytics.
Since modifications can be made through GTM future enhancements and upgrades have become much easier.
2) Speed Implementation:
Google Tag Manager can help in speeding up many processes. It can make changes to the new tags and others quicker as it doesn’t require complicated code changes to the site. The tool has great potential for the marketers as it can speed up the launch time by testing every change itself and deploying when ready.
Even a huge e-commerce company noticed 600% improvement into their tag implementation time due to the right use of GTM.
Security is a major concern for a website. But good news for you is that GTM will neither burn your site nor allow any vulnerabilities to slide through the cracks.
The very simple thing you need to do is know how many people have access over the GTM and analytics account. And have the credential to revoke the access. You need to follow standard security practices with Google tag manager as you do with Web development tool and other content management systems.
In this cyber world security is a grown concern. And a very basic step to ensure security is to get a secure internet connection. I’ve used several internet connections, but Comcast Xfinity has my trust. It not only provides great speed but also is a secure connection. Avail the Xfinity internet plans to stay away from cyber-attacks.
Are you not a programming pro? Well, thank Google Tag Manager you don’t have to be it. GTM would need a minimal amount of code for complex tags. Most of the codes are just of one line. How cool is that? It is a very flexible tool which one can easily master.
5) Debugging Options:
Debugging is to make sure that your tags work before pushing them to the live site. GTM provides an in-built feature of debugging. It tests and debugs every update in your browser on your site before publishing any change. In order to save yourself some time into your rigid development schedule, it is always a good practice to debug before publishing. So that you don’t have to make changes in real-time.
You can also get yourself a chrome extension named as Tag Manager Injector which makes debugging all the more easier.
6) Built-in Version Control:
GTM comes with built-in Version control. For every time you want to publish a change to a container, GTM creates a new archived version. If at any time you want to roll back to a current version, you can do it with ease. This is a well-managed way to organize tags and troubleshooting problems.
7) User Permission Settings:
You can always set permission settings for individual users which are view, edit and publish. One can internally control that who can make updates to the site. And can always enable a vendor to assist in the creation of tags, variables, and triggers, which helps with analytics and advertising.
8) Triggers for common actions:
GTM eliminates the hassle of manual tagging of each link that needs to be tracked one-click to send the specific events to GA. whereas you can create triggers to target links by attributes that already exist in the link. GTM also contains built-in triggers which makes it easier to track the clicks on links, form submissions, and elements etc.
9) Workspaces and Environments:
If you have multiple people working over the same project then workspaces and environments make it easy for teams to divide spaces where they can test tag creations. It will manage and organize the containers. And also keep your test tags separate from the live ones.
10) In-built tags:
GTM has Pandora of inbuilt tags for Google Analytics, Adwords, remarketing and for several other third parties.
These built-in tags can be customized by adding a little piece of code. You can also benefit from GTM partners and communities who are working to standardize the tagging challenges and are making the site tracking easier.