Importance of Google Tag Manager

What is Google Tag Manager (GTM) 

This tool allows marketers without coding experience add small snippets of code to a website. These snippets send data about user interaction on the website. Basically it allows us to code without coding experience and even touching the back end.  

Sounds too good to be true?  

Without this tool marketers would’ve been left on a mercy of devs. Every time we launch a campaign and need to measure something on the website.  

Do you want to optimize campaigns for specific conversions on the website? GTM is the right tool for that.  

Why is it different from Google Analytics  

Tag Manager and Analytics are completely different tools. You can think of Tag Manager as a bridge between websites and many other tools. Tag Manager is a powerful complementary software for Google Analytics.  Both tools can work independently.  

List of GTM capabilities includes but not limited to: 

  • Click Events  
  • Visibility Elements  
  • Video tracking  
  • Cross-domain tracking 
  • Pop – up messages (you can implement any custom HTML element and fire it on the page based on specific rules)  
  • Facebook, Twitter, LinkedIn or any other Pixels (building Remarketing audiences and track conversions for Social Media ads) 
  • Heat Maps 
  • Other Data Sources 

Why do we need Google Tag Manager  

By default Google Analytics can’t measure any of these listed events. It’s a mystery what’s happening within the pages. So we don’t know when, how many or who clicked on website buttons. Our User Journey data is lacking these essential parts.  

Besides enriching our customer journey data GTM gives us a lot of flexibility. What if we suddenly want to test a Twitter campaign and we need Twitter Pixel at the back end.   

How does this work  

Google Tag Manger has bunch of pre-set JavaScripts where you just change names of variables and set the rules for these variables. Do not worry, you don’t need to go at the back end and understand the syntax of JavaScript. You don’t need any coding experience because  GTM is offering us user friendly interface. The hardest part here is to get the concept, then just practice and practice.   

What are the Tags? 

For example, we need to tag “add to cart” button on our website. Our tag will consist of two parts: Trigger and Tag itself. 

Trigger is essentially a set of rules where we tell GTM when and what clicks do we want to send. These rules may be: 

  • Click Variables 

Every click on a website has a set of variables. You can see what variables you buttons have by clicking inspect element on the button. You will see something like: click class : “btn_cart”, click_id: “add_to_cart”  

  • Page Path 
  • URL 

Every variable will have some value. Basically through the triggers we say that we want some Clicks where Clicks class(variable) = Add_to_cart(value) or/and Page Path(variable) = /cart(value). 

So our Triggers will fire when all the rule are met. 


Just triggers don’t send any data by itself. That’s why we have tags where we actually specify where do we want to send this data and how do we want to name it.  

Every time we create a new GA tag we need to name it. The system offers us 3 fields in order to  

Tag Manager can send data to many different platforms: 


How to analyze GTM events in Analytics: 

There’s plenty of ways we can analyze GTM events. We can find all of them under Behavior – Events section in GA. We can find the best performing events and then segment them in order to see what source of traffic brought us traffic which engaged that well. 

I suugest to check events in the behavior flow where you can swith from pages to events view and find a lot of insights on how people enteract with the website  

Creating goals in Google Analytics  

Essential elements of Google Tag Manger  

Data Sources