What Google Tag Manager is and how it works

Google Tag Manager Guide

Google Tag Manager a Google tool for manage tags tags (code snippets that are added to web pages) used by most tools such as Google Analytics or Google Search Console.

Google Tag Manager makes it easy to create tags for most data analysis tools and services.

Google Tag Manager is a tag management system that allows users to configure tags for different tools from a simple and easy to use interface. At the same time, avoid having to paste the tag manually in the code of the web page, as Google Tag Manager takes care of implementing it correctly. All this, by installing a simple tracking code on the different pages of a website.

How to set up a Google Tag Manager account

Unlike other services of the company, Google Tag Manager does not automatically log in with the user’s Google account, but an account must be created. To do this, simply go to the official website and click on “Create Account”.

Google Tag Manager

Next, we must enter the information that the tool asks us such as the name of the account, the name of the company, the country, the name of the “container” (which is the code that we must add to the website so that Google Tag Works) which must be the same as our website and select the type of platform it is. Once everything is configured, click on “Create”.

Configure Tag Manager account

Now you will need to accept Google’s terms and conditions and then you will see another pop-up window with the code that we need to add to the pages of our website. In this window there are two codes; one is a JavaScript script that must be implemented in the, while the other is an HTML “iframe” that must be implemented in the of each page.

Google Tag Manager code

Why two codes? Very simple, the HTML “iframe” is a secondary code, since it will only come into operation when the user accessing our website has JavaScript disabled in the browser. So, although it is not necessary to have both codes, it is advisable to have the HTML just in case.

How does Google Tag Manager work?

Google Tag Manager works with three types of tags: tags, variables and triggers.

-Tags: These are the snippets of code that analytics and marketing tools and platforms use to integrate with websites. Tag Manager supports most of the tags that exist and, at the same time, allows you to create custom tags for those services that do not have their tag in the tool.

-Triggers: These tags are triggered in response to a specific event. These tags monitor the activity of a website and wait for certain events to occur (visits to certain pages, filling out forms, clicking on certain products…).

-Variables: These are values that help define what a tag or trigger should do. For triggers, variables specify when to tell the tag to activate. For tags, variables define the exact data to collect.

How to create a tag?

The first step to create a label is to select the “Add a new label” option.

Google Tag Manager tags

Next, we need to configure this tag. First of all, we must give it a name. Although we can give it any name we want, the ideal is to follow a nomenclature that allows us to correctly identify and organize all the tags that we will generate in the future.

Once the name of the tag has been created, we must select what type of tag it is. We will have a list of possible tags that are native configurations supported by Tag Manager. Simply, we must select the appropriate one among the options, as you can see in the following image:

Tag Manager Tag Types

We will have to configure the ID of the tags with the information provided by the tools.

Finally, you can choose to include the built-in variables, which are those that Tag Manager has preconfigured, or you can create your own variables. To finish the process, we will have to click on “Save” to finish the creation of the tag. For the tag to start collecting data, it will be necessary to publish it.

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