What is Google Tag Manager
Google Tag Manager is a tool created by Google in 2012 to make it easier for website owners to use tags on their websites . It is a completely free tool, and if implemented correctly, it can greatly facilitate the tasks of monitoring, analyzing and optimizing websites.
Tags can be worked on directly from the GTM interface without the need for HTML or programming knowledge. Once Google Tag Manager is installed, the website or application is ready to communicate with the GTM platform .
How Google Tag Manager can help us with B2B marketing
As marketers, we tend to be familiar with web analytics tools like Google Analytics,oman email list but we may not be familiar with adding tracking codes or managing tags in the backend of a B2B website.
However, a very common task for day-to-day B2B marketing efforts is tracking the effectiveness of digital campaigns across multiple channels to demonstrate the ROI of these campaigns. For many marketers, this means relying on an internal IT team to update code on the website. If the code is not added correctly, the website could crash. Even if the site continues to function, the code may not be tracked correctly.
The good news is that Google experts have taken notice and are trying to make things easier for marketers. Hence the introduction of Google Tag Manager.
Advantages of using Google Tag Manager
We can configure tracking tags, define tag triggers or create variables. Let's first see what these tags are .
A tag is a small piece of code that shares information with a third party , such as a tracking platform, advertising network, or social media platform. All of these tags need to be added to the backend of a B2B website or mobile app in order to properly capture and track data. (Hence the need to involve the IT department.)
Now that we’ve covered the basics, why should you incorporate Google Tag Manager (GTM) into your B2B marketing?
Provides flexibility and control
We live in an age of maximum personalization. We carefully design the B2B website to support marketing goals. We carefully craft digital marketing campaigns to meet those goals. The great benefit of Google Tag Manager is that it allows you to use triggers and variables to control when your tags fire. This can be particularly useful when you only want to collect data from certain actions taken on a website or when users visit specific pages.
Having an added level of flexibility and control means the data you collect will meet your reporting needs.
Makes adding tracking codes a breeze
In most companies, the IT department has different goals than the marketing department. IT staff is in charge of making sure everything is running smoothly. Because of this, they may not be able to prioritize adding the new tracking code to track ad conversions. With Google Tag Manager , you don’t need to rely on the IT department or a developer to add new code. It’s designed for non-technical people, and the interface is easy to use . All you need to do is log in to your Google Tag Manager account and add the new code. It can be done in less than 5 minutes.
Streamline a testing environment during web development
Things don’t always work out the way we plan, especially in B2B website designs. Creating a staging or development environment for a website is a good practice to ensure that everything is working well while not detracting from a potential customer or client’s experience with your website. However, you probably don’t want all of your various tracking codes running on your staging site, as that will skew metrics. Google Tag Manager makes it easy to configure your tracking codes to work only on your live site , thus preserving the integrity of your data. All kinds of testing can be done without interfering with the real data.
Finally, we leave you with Google's video tutorial to easily follow the steps for its configuration:
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