February 19, 2020

Google Tag Manager – For Most Effective SEO

For effective search engine optimization, you’ll need a bunch of data that you collect with tracking tools like Google Analytics. Google Tag Manager helps you implement code snippets for various web analytics tools on a website or mobile app, and manage them in an account.

Google Tag Manager – What’s that?

The source code of a website or the mobile app includes tracking codes that provide data. They come from, for example, google analytics and Google Ads (formerly AdWords). Or they are third-party tags like Twitter. The Tag Manager offers you a platform where you can revise and complete them all.

These can also be conversion tracking codes, affiliate tags, remarketing tags or codes from Hotjar or Mouseflow. If you have a Google Account, you can use the platform for free.

google tag manager

The Tag Manager is a content management system for implementing and managing tracking tags, including versioning and change history.

With him, you determine what should be measured. For example, you can capture page views, downloads, or submitting forms.

For this purpose, only the code snippet from the Google Tag Manager is included on the website. All other tracking codes are controlled through the web-based user interface of the platform.

The interface is intuitive to use. So with this solution, you have excellent support for using Google Analytics and many other external tracking tools.

This is how the Google Tag Manager works

Setting up your account is done quickly. It’s best to prepare the tags that you currently use on your website. In our post, you can also read the structure of a good website. In Tag Manager, you work with tags, triggers, variables and data layers.

A container contains all the tags and scripts that you use to analyze web pages. In most cases, these are at least Google Analytics and other Google services. Tracking pixels from other providers are also possible.

Popular tags like Analytics, Ads, or DoubleClick Floodlight already have templates. Then you set up the triggers and variables that more accurately determine what data should be collected when and where.


The trigger checks events. These can be, for example, clicks, the transmission of forms, the start of videos or page views.

trigger in gtm

When the trigger occurs, the day is played or blocked. So it’s the trigger and controls what the visitor to the app’s page or users needs to do to collect data.


The variables represent changeable values ​​such as the date, name, prices or locations. They complete the trigger, and with them, you determine where which values ​​should be transferred.

If the trigger is, for example, the start of the video, the variable controls on which subpage the tag should be active. You can use the predefined variables or define your own.

Through the preview, you can see if the tags are error-free.

If you have transferred all tracking pixels that have variables and triggers set up, you will get the container code. It will be integrated on the website (you can read more about the website performance here).

If you are unfamiliar with the source code, you can leave it to IT for once. After that, it is straightforward for you to make further settings via the platform. You do not have to know anything about JavaScript or other languages. For every website and mobile app (learn more about mobile sites) you create your container.

Data Layer

The data layer stores the values ​​that the system uses. For example, it is essential if data is available only after the visitor or user has interacted with the page or app. The data layer does not necessarily have to be implemented.

data layer in gtm

If you realize that taking care of your pages and apps through the Tag Manager costs you too much time, perhaps it is the right step to turn an agency on. Time is money, and you can not do everything yourself. Get in contact with us and start with e.g. a free visibility analysis.

These are the clear benefits of Google Tag Manager

Google Tag Manager is available to businesses for free. But that’s not the only advantage. For online marketing managers, it is an easy-to-use tool that does not require any intervention in the source code, for example. This avoids errors that could affect the page or app. In addition, no programming skills are needed. Other advantages:

The Google Tag Manager provides a good overview

You have the option to quickly and easily make settings via the dashboard, to import updates, to use the change history or to use templates. This is much easier than managing each tracking code individually and matching the snippets of code separately.

Google Tag Manager provides user management

Many people often work for a client in marketing. The Tag Manager provides authorization levels and substitution rules. They are assigned to the users. In addition, you can keep track of multiple customer accounts at once. Through defined workspaces, it is even possible to work with many experts in one account or with several agencies on one side.

Google Tag Manager has technical advantages

There are so many tracking codes in marketing that the data often overlap, and variables get in the way. With Google Tag Manager, you have everything under control and can coordinate the tracking codes. There’s even a debugging feature that lets you test tracking and fixes bugs.

Security and fast load times ( Page Load Time ) are other advantages of the platform. When a web page or app is invoked, the tag tools that are implemented usually load themselves at the same time. The page layout is delayed, which is not exactly conducive to search engine optimization. The Tag Manager gives you the ability to set everything up so that the tags do not load synchronously. In addition, tags are held on a blacklist that can do damage. This list is updated regularly.

The Google Tag Manager offers you security

With the version management, you can without hesitation, try out settings, and you can also make mistakes. If the configuration you have made does not work properly, you can restore an old version with one click. You are always on the safe side.

A note about cookies: The Tag Manager is a domain without cookies. It also works when disabled and reliably triggers the implemented tags.

When should you use an agency?

The Google Tag Manager (GTM) is an excellent tool for online marketing and works well in conjunction with Analytics. With just one Google Tag Manager account, you can handle all tags of your customers and even work with colleagues on the same project.

The IT department only has to set up the GTM code once on the customer side, and then you can handle it without any programming knowledge.

However, SEO and online marketing can not be tackled with the Tag Manager alone. For comprehensive coverage of all important areas, there is the Google Marketing Platform, which has Analytics, Tag Manager, Ads, Data Studio, Optimize and many other advertising and analysis features in the program.

Small and large companies benefit from the information and solutions that are available there. In order to be able to use these meaningfully, you must deal intensively with them.

At this point, it is advisable to engage an agency that is familiar with all areas of online marketing and especially with the tools.

We would be happy to help you with your projects with the Google Tag Manager. For more information, please contact us.

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