Google Tag Manager: Tracking Made Easy

Whether you are running a large e-commerce site, struggling to keep the proper tracking code snippets on the proper pages, or whether you are an agency dealing with client-side IT department backlog, the Google Tag Manager is a long awaited tool. If you are at all familiar with DART container tags, then you will be right at home with the Google Tag Manager. The Tag Manager allows you to disperse only one universal tag throughout an entire site.  This container tag will allow you to place any and all tracking code inside it, without having to actually edit anything in a CMS or site code.

Here is a sample container tag code snippet:


<iframe src=”//www.googletagmanager.com/ns.html?id=GTM-LS4V”<br />height=”0″ width=”0″ style=”display:none;visibility:hidden”></iframe>


// <![CDATA[
(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
'//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
})(window,document,'script','dataLayer','GTM-LS4V');
// ]]>

In layman’s terms, this code snippet references any of the tracking scripts that have been placed inside this container tag, inside Google Tag Manager.  Again, this requires one single involvement from the IT team, after which all tracking code changes can be done inside the Tag Manager environment. After adding the container tag, you can add any of the available tracking code templates, or custom free-form tags.

Google Tag Manager Template Tags

You can then create rules to place certain tags on certain pages, and not on others.

Google Tag Manager Tag Placement Rules

The will be great for the following situations:

  • Adding new tracking tags, whether they be from a new channel or a new analytics tool
  • Updating your current tracking code (e.g. updating to the asynchronous version of the Google Analytics tracking code)
  • Creating tracking code customizations (e.g. cross-domain tracking)

There are several other benefits to using the Tag Manager:

  • If you have many tracking code snippets, this tag will sever these tracking scripts asynchronously, making sites that much faster
  • It will decrease code bloat on each page, which again will slightly improve page speed
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