Google Tag Manager

What is Google Tag Manager? What does creating and configuring an account in the tool look like?

Google Tag Manager (GTM) is a tool used by marketers to analyze events taking place on a website. The system operates by implementing various tags (scripts) without interfering with the website's code or requiring developer assistance. GTM is free and available to anyone with a Google account. GTM enables the addition of scripts for Google Analytics (UA and GA4) for views, transactions, and events, Google Ads for conversion tracking, Facebook Pixel, and JavaScript for surveys and heatmaps.

GTM - account structure

Before starting work with the tool, it is worth familiarizing yourself with the account structure and basic concepts. A Google Tag Manager account can consist of several containers that contain tags, rules, and variables.

Containers are codes that are implemented on a website, allowing the site to be connected to Google Tag Manager. Containers are used to store tags, rules, and variables. They consist of:

• tags - also known as scripts, are pieces of JavaScript code responsible for sending data about events occurring on the website. They are often used to send data to tools such as Google Analytics.

• rules - define the conditions under which the triggered scripts should be activated.

• variables - used to pass and store dynamic values (and sometimes constant values).

Why you should use Google Tag Manager?

The use of Google Tag Manager brings many benefits. The first of them is access to analytics. With its help, we are able to collect, process, and analyze data on actions performed by users of our website. However, it's important to know that this is not the only positive aspect of using GTM. Other benefits include:

• Relieving the IT department - as mentioned, adding scripts does not require us to interfere with the website code. Implementing GTM allows us to avoid a significant amount of actions on the part of developers. The task of the IT department is to place the container code on the website. We are able to implement scripts ourselves.

• Tagging every page - websites are constantly being improved. Very often, tags that were previously present on pages disappear. This may be due to oversight on the part of the IT department (omitting certain elements of the code). By using GTM, we don't have to deal with such problems. Adding the container code to the website by developers will ensure that all tags we implement will be called where the container script is located.

• Faster website performance - adding more tags slows down the website's operation, and we know that loading speed has a crucial impact on our revenue. GTM is able to load added tags asynchronously. This means that slower-loading tags do not block the queue. Such a form of operation streamlines the functioning of our service. Additionally, the tool facilitates control over generated tags.

How to create a Google Tag Manager account?

Go to the Google Tag Manager website (tagmanager.google.com) and click on the "Create Account" button

• Account name - company name,

• Country where the company operates,

• Container name - same as the company name,

• Target platform - website

"Accept the terms and click on "Create"

How to grant user access to Google Tag Manager?

Click on the "Administration" tab

-> User management

After clicking on the "Administration" tab, look for a blue icon with a plus sign in the top right corner of the page. Click on it and select "Add users".

Please enter the email address of the user to whom you want to grant access. GTM allows granting two types of permissions:

• Administrator: a person with these permissions can create new containers and has the ability to grant and modify permissions for other users.

• User: a person who has access to basic information on the account.

Container settings allow for granting permissions for actions on containers. These are:

• Publish: a user has permissions to publish container versions.

• Approve: a user has permissions to create container versions.

• Edit: a user can create workspaces, edit scripts, rules, and variables. There is no ability to change permissions for other users.

• Read: a user has access to created tags, rules, and variables.

After completing the form, click "Invite".