Google Tag Manager Tutorial Part #4 - The Value Proposition of GTM
Managing your tracking tags in GTM might seem like an obvious solution at this point. But, unless you are the primary developer for your website, you’re going to have to convince someone else that GTM is the right move.
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To help your cause, here are 27 reasons to use GTM for building and managing your tracking tags.
1. More control over your marketing measurement.
GTM gives control back to the marketing department. No more waiting around on web development to install your code. With Tag Manager, you can test and install your tags almost immediately.
2. It's easy to deploy your tags
Once your tags are tested and ready to go, deploying them is a two-click operation. Even if you need to create custom tags, implementing new javascript is easier in GTM than in a manual installation.
3. A rules-based system for firing tags on your website
Instead of writing regular expressions or a complex "if" statement to control when your tags fire, you can define these actions in the GTM interface. GTM allows to create triggers for tags without any code, and manage where your tags fire on your site.
4. Clean execution of scripts and minimal code needed
Using the approved tag templates means the code behind these templates has been checked and approved by Google. You don't have to worry about these scripts working in harmony with each other. Google and the tag vendors have done 90% of the work for you. All you have to is define where, and when the tag fires on your site.
5. The ability to document what each tag does in an easy to understand language
GTM allows you to create your own naming conventions for your work. You can create descriptive names that everyone in your organization can understand. Your team members don't have to be GTM experts to see what you're tagging and tracking.
6. Fewer Errors and risks due to the GTM governance system
GTM won't allow you to publish tags that have JavaScript errors. If you're using tag templates, you don't have to worry about JavaScript errors, either. But if you create code for custom tags, this system can save you from messing with your website by posting code with unintended consequences.
The GTM governance system allows you to limit which team members can publish tags. So you can enable your marketing team to create and test tags. But, you can still give final oversight to your web development team.
7. Built-in syntax error prevention
Syntax errors are a common problem in JavaScript. GTM won't allow you to publish any code to your site that includes syntax errors.
8. Dynamic values can be inserted into tags with data layer variables
The tags you create in GTM can pull values from the back-end of your website using something called the data layer. For example, for e-commerce sites using GTM, the data layer is how enhanced e-commerce reports receive data. But you can also use the data layer to report on other metrics and dimensions.
Essentially, data layer variables give you access to more in-depth information about user behavior.
9. Built-in tag templates that cover most modern marketing systems
As we discussed earlier in this tutorial, just about every major marketing system has a tag template in GTM.
10. A growing list of triggers that allow you to track in-page events
GTM gives you access to pre-built triggers that will fire based on in-page user behavior.
There are triggers for page scrolling, video views, lead form interaction and more! You used to have to write hundreds of lines of code to create these triggers. Now using GTM, all you have to do is configure the pre-defined triggers. No code required.
11. The ability to fire triggers based on any element of your website's HTML and CSS
This feature allows you to create unique triggers for just about anything that happens on your website. For example, you can define a trigger that only fires when a specific CSS class of a button is clicked.
12. Access control rights to prevent the errant publishing of tags
You can set your account to only allow certain people to publish tags to your live website. Access control is a great way to restrict who can publish tracking tags to your site.
13. Comprehensive debugging and container preview for debugging
You can debug your tags using the preview mode inside of GTM. Preview mode allows you to see your tags in action on your site before they go live. You can check where your tags fire and how they work before publishing your container.
14. You can add exceptions to triggers to prevent firing during certain conditions
Maybe you don't want any event triggers to fire after a customer completes a conversion. Or perhaps you only want to collect certain types data for logged-in visitors. In GTM, You can set up conditions that tell one trigger to suppress or activate another trigger.