Today’s technology market is booming with new tools that allow anyone to tap into the power of coding without learning the process’s subtleties. Such technologies boost creativity, increase productivity, and help non-developers in marketing, sales, and other departments do their tasks well without relying on IT.
Google Tag Manager is one such tool that comes with a slew of features that make it easier for marketers to manage tracking codes.
What is Google Tag Manager?
Google Tag Manager (GTM) is a tag management tool that is available for free. A tag is a piece of code that can collect data about your website’s performance. Despite the fact that it is a free tool, it requires precise one-time implementation of the code within the website.
GTM deployment allows your marketers and eCommerce store owners to manage all tags without the assistance of a web development team. This article explains how to use Google Analytics for eCommerce.
Google Tag Manager is beneficial to eCommerce websites of all kinds, especially small-to-medium-sized enterprises that lack specialized web development personnel. It enables users to add or delete tags without needing paid or expert assistance.
Even large enterprises can benefit from GTM’s advantages. They can manage more marketing tags since they work with more of them.
What are Google Tag Manager’s use cases?
Google Tag Manager includes several features that allow GTM users to track and collect vital data points for website activity analysis.
You can use Google Tag Manager to keep track of:
Most websites feature a form that is used to accomplish a specific task. It could be a Contact Us form, a subscription form for a newsletter, or a registration form. Tracking form submissions can aid in the analysis of visitor preferences and the planning of future course actions.
Businesses who post white papers or case studies as downloadable PDFs on their websites utilize PDFs as one of their marketing methods. Tracking downloads is essential for determining whether this method is effective and estimating visitor interest in various PDF themes.
Tracking visitor scrolling activity on your eCommerce website can provide a wealth of information. It informs you about which portions of the website visitors interact with the most, where they lose interest in scrolling farther, and what type of material they consume the most, among other things.
You can improve your website by restructuring content, products, and styles based on this insight.
Track Clicks on Links
Clicking behavior, like scrolling behavior, provides essential information about users’ actions in a store. Link click tracking assists GTM users in identifying locations that receive click traffic and analyzing what motivates visitors to click on specific links.
Track video performance
Because of their popularity, capacity to engage audiences, and considerable SEO benefits, videos are widely used nowadays to enhance eCommerce sales. Data like the number of individuals who saw the video, the length of time they watched it, and so on can be acquired using GTM’s video tracking tag. This data can be utilized to better understand viewers’ perspectives and guide future video development.
Benefits of Google Tag Manager for eCommerce
1. The Marketing Tags
Tracking marketing codes on advertising platforms like AdWords or Pinterest was a load of work before the advent of GTM. You’ll be given a list of requirements and codes to implement, which you’ll then give to a developer.
These codes will be added to the backlog and implemented a month or six months later and may or may not have been done correctly. If the correct variables aren’t translated, the process will go on and on, jeopardizing your capacity to launch fresh marketing initiatives. You could just be flying blind without any data to back up some of your decisions, which is a genuine danger.
Google Tag Manager simplifies this process. It makes it easier and quicker to implement your tag even without the help of a developer. So you can quickly implement the data layer on your store to translate your dynamic data on your site like your product’s name, price, skew, customer ID, customer email, and so on to Google tag manager.
The Google tag manager admin simplifies the process of putting marketing tags on pages you want to track.
For example, if you want to insert an AdWords remarketing tag, you won’t need lengthy scripts because GTM offers a multitude of built-in tags and templates that you can simply click and add or add with one click of a button. Then it’s only a matter of setting up the tag with various variables. Part of that is defining a data layer, which entails going through each page and identifying which dynamic pieces of data the various marketing tags will rely on. The procedure of putting a marketing tag in place is significantly simpler and quicker.
Once that data layer is built, if you want to implement a new Pinterest tag for product page views that require price and skew, as well as possibly a page type, you could just duplicate what you have for AdWords, implement it in the Pinterest tag, and you’d be good to go.
2. Easily Manage All Your Tags in One Location
Marketing revolves around it daily, and as your business grows, you’ll keep adding and modifying publishing tags, behavior event tags, and scripts to your website. You might wonder, “How can we keep track of all of these different tags, scripts, and events that we’re putting on our site?” What happens if things go wrong? What if something goes wrong? What if we need to go back in time?
GTM has had this right from the start by introducing what is known as versions. GTM keeps track of versions whenever you publish, so if you create a tag and then publish updates to your Google tag manager container, GTM keeps track of versions. So you can view all of your different versions in your GTM account and restore a previous version if need be.
So if you click on versions in your GTM dashboard, it’ll show your version modifications. It’ll display the tags and triggers to see what was added or changed.
So, if you ever needed to roll back – let’s say you discovered a bug in a release and needed to revert to an earlier container version. That is something you can accomplish by just clicking into the version you want to roll back to, setting it as the latest version, and publishing, and then you’ve successfully rolled back to a prior workspace to a previous container without having to go through any code deployments or adding it to a backlog.
3. eCommerce Store performance optimization
Google Tag Manager allows you to regulate when tags are activated on your site. Most of your usual tags are like the AdWords tag, Pinterest tag, Snapchat tag, or even a live chat.
So, for example, there are several scripts inside a Google tag manager page view trigger. And when you reload a page, you expect all those scripts to run. However, executing all of those scripts simultaneously as the page loads will have a massive impact on the load speed and affect the customer experience.
Depending on who you ask, Google Tag Manager may be considered the worst for site speed because it allows you to add as many scripts and tags as you like as a marketer without worrying about performance.
But you can use a pretty cool GTM feature to regulate it here. You can establish a trigger to shoot a tag every two, three, or four seconds. As a result, it’s dependent on a timer.
So consider your website. Is it really necessary for the live chat to run immediately? When the page first loads, the chances of someone needing to use chat right away are slim. So, three seconds after the page is loaded, you want to fire that live chat tag to delete that script and prevent it from running when someone clicks on a page.
This goes beyond website speed to increasing customer journey. So you can move everything into GTM and start controlling when scripts run, ensuring that your users get the experience, visuals, and everything else that matters in their buying path. At the same time, these third-party scripts run in the background.
4. Use GTM to integrate Google Analytics on Shopify or other eCommerce systems instead of the built-in Google analytics implementation.
Using Google tag manager to integrate Google analytics offers you the ability to send more data. It can translate it, format it however you want. Still, the bottom line is that you have control over how your data is sent to Google Analytics, as opposed to when you use a built-in implementation and integration from Shopify, Magento, or others, that sends the data to Google Analytics in a specific manner.
Google tag manager allows you to specify how you want your data to be sent. You can add custom dimensions, custom metrics, and override settings.
Because of your various single-page views or virtual page views, you’ll almost certainly need to submit Google analytics data via GTM. As a result. And it’s something we use all the time here.
Using GTM to transfer Google Analytics data to your GA account is a huge advantage of GTM, as it allows you to add behavior event tracking to your site swiftly.
For example, if you obtain page view data using the typical Google analytics setup. You might get some improved eCommerce statistics. But are you collecting data on what customers are clicking on? Is it true that people are scrolling down the page? Are they filling out forms? Is it possible that they’re typing into our search box? Are they downloading PDFs or specifications?
So GTM provides the ability to rapidly add event tracking to improve the amount of data you send to GA and genuinely fill in that whole user experience.
5. Access Various Google Tag Manager templates
Templates in Google Tag Manager were introduced in 2019. So, if you consider tags like your marketing tags, you can see a significant shift in business toward privacy, thanks to GDPR and other privacy laws and regulations.
And this trend will continue as new cookie policies are implemented. What templates do, and ultimately what GTM allows, is for your engineering team, or your entire team, to wrap rules around scripts running on their site.
So if we’re putting a tag and you want to put some safeguards in place or have some monitoring in place for those tags if they fail, templates are the key to really trying to mitigate the wild West.
You may have 20 distinct scripts running on your site, some of which are failing and others that allow data to be delivered to other locations. Templates are a strong move toward privacy and monitoring, allowing you to feel more confident that your data and your customers’ data are safe.
You’ll want to continue to leverage and multiply your journey to focus on marketing conversion, optimization, and sales, rather than security, privacy, implementing tags and triggers and events, and data layer variables. This will be a significant benefit as it continues to develop, especially as Google adds additional features and flexibility.
Other Reasons to use Google Tag Manager For Ecommerce
1. It’s Simple to Use
As mentioned above, Google Tag Manager’s largest and most valuable feature is that it does not require any programming skills. Tags may be added, updated, tested, deleted, and deployed without having to write any sophisticated code. Its user-friendly interface allows you to create tracking numbers on your own, removing the need for development assistance. This is especially beneficial for firms with little technical support.
2. Safety and security
Google Tag Manager has the advantage of automatically scanning and detecting malware in all tracking scripts. GTM raises a red flag if it detects a known malware domain, IP address, or URL. Ecommerce users will greatly benefit from this security. Furthermore, you may manage who has access to GTM accounts, thus enhancing the tool’s security.
3. It helps you save time and money.
You can reduce the launch time because you won’t need developer assistance. There are no changes to the web site’s source code required, and there is no need to wait for the code to be installed by the developer. You can save a lot of time and money by doing all of the tag management yourself!
4. Tracking of Auto-Events
5. Features for previewing and debugging
Tag issues can be readily troubleshot and corrected using GTM’s Preview and Debug modes. The Preview mode displays the tags on a page that are active or inactive. It will also provide details on the tag’s triggers and the data stored in the tracking tags. So, before publishing tags, you may debug them and ensure they’re operating correctly.
6. Effective User Administration
GTM allows you complete control over user accounts and permissions. You have complete control over who can make modifications and to what extent. Permission levels range from no access through read-only, editing, and publishing, and each user’s permission settings are customizable.