If you’re reading this post, it’s likely you’re in one of two camps of thought:
Camp 1: “I don’t know what Google Tag Manager is, but I want it.”
Camp 2: “I love Google Tag Manager for web, and mobile will be just as easy.”
To each of these camps I reply: not so fast. Like all things tech, there are ins and outs that require careful consideration. In this post, I’ll explain to you what Google Tag Manager is, where it came from, and how it applies to mobile.
Beyond the marketing buzz words like “IT-friendly,” “quick and easy,” and “multi-platform,” deciphering what exactly Google Tag Manager is can be a challenge. Most people come around to the idea that Google Tag Manager is “souped-up Google Analytics.” But what does that really mean? What does Google Tag Manager actually give you? We’ve got to look at the web’s evolution to answer these questions.
Google Tag Manager is built on a promise that marketers won’t need to rely so heavily on development teams. It places power in their hands by letting them decide for themselves what tags should be defined. Rather than developers sprinkling snippets throughout their otherwise pristine code to explicitly tag events, a single Tag Manager snippet replaces them all.
The Nitty Gritty of How Google Tag Manger Works:
Tag Manager uses the concept of a “container.” It contains the following types of configuration:
- Tags – what to see in your report (e.g. “User Logged In”)
- Rules – when a tag should be “fired” (e.g. “href clicked containing /login”)
- Macros – which name-value…