Why do some referencing (natural or paid) And of thevesting if you don't know what will have an impact? Monitoring your campaigns is a prerequisite before starting any campaign on the web.
Google Tag Manager is a tool that allows you to install all your analysis scripts on your site easily without having to touch the source code of your pages. It is with Google Tag Manager that you need to install Google Analytics and any other analytics scripts you can like Hotjar, Amplitude, Heap, etc.With Google Analytics for example, you get statistics on the overall behavior of your users, how you manage to get them to your site, the products that work the most, information on the demographics of your users, and many other points that are enough for a 1st Level of analysis.However, with Google Analytics, you will quickly reach its limit if you want to dig a little deeper into the user behavior : understand their navigation on the pages (click zones), understand the paths that work the most (funnel), know the elements that encourage clicks the most (A/B testing) .It is for this main reason that you will have to equip yourself with other tools on your site, in order to go further in the analyses you carry out, and better Manage with data. If you are at this stage, this is where Google Tag Manager makes perfect sense. Working with Google Tag Manager is simple: data flows between your site and Google Analytics, via Google Tag Manager. Did the conversion happen through a click on an ad or a post on an external blog? How do you observe a user's buying journey in detail? Get answers to these questions with Google Tag Manager thanks to the implementation of the right tools. They will allow you to collect this data and to classify it according to the criteria you have indicated (URL of the pages, UTM of the source, etc.). Here is an example of data that can be followed with Google Tag Manager :
It was possible to recover all this data before the arrival of Google Tag Manager : but you had to implement code snippets on the various pages of your site, which required the use of a/your web developer. The challenge of Google Tag Manager is therefore precisely there: simplifying the tracking process to allow marketing teams to collect a set of specific data on the entire buying journey and on performance of all elements of the site.Google Tag Manager is presented as a tool that any marketer can use without the need for a developer. This tool still requires time to adapt and get started, whether in terms of managing tags or tracking codes, but you won't have to get your hands on the site code, that's the promise of the tool. You need to have some technical knowledge to understand how to set up triggers and variables. If you add Facebook pixels, you will need to understand how they work in order to use them properly. Some Google searches and YouTube videos will therefore be necessary to get started. the Google Tag Manager platform. The interface is still easy to understand and you have a preview mode to test everything you do, so learning will be quick.To use Google Tag Manager on your site, you will need to create a container. You will then get 2 pieces of code to install: the first is to be installed as high as possible in the section <head>of the page, the second immediately after the opening tag. <body>If you use a CMS like WordPress, PrestaShop, Shopify, and many others, there are modules that will allow you toInstall Google Tag Manager with your ID simply: GTM-XXXXXXX.
There are three main components in Google Tag Manager that you must master well in order to then find yourself in the tool and not make common mistakes:
Beacons are tracking code or pixels from third-party tools. These tags indicate to Google Tag Manager what to do, and what information it should transfer based on triggers and variables. Here are examples of common tags in the tag manager from Google Tag Manager (we took the simplest ones):
Each beacon must serve a specific purpose, there is no need to overload your Tag Manager with hundreds of scripts. At the same time as your GTM setup, you will need to build a Marking plan in order to determine all the elements you need to follow, and the associated tags.
Triggers allow you to trigger the beacons you have set up. They are characterized by a click, a page view, a specific URL, a specific URL, a unique ID, a CSS class, a text, etc. All tags must have at least one trigger assigned, otherwise they will be useless. You can assign several triggers to a tag, the objective being to provide as much information as possible for different events.Triggers can be broken down into two parts: events and filters. When you set up a trigger in GTM, you have a multitude of possible choices.The triggers are responses to events that occur on a website or a mobile application. Les trigger filters they allow you to specify more precisely when a trigger should run. Filters can be divided into three parts: variables, operators, and values. You tell the tag whether an event should be equal (or if it should be greater or less than a certain value, contain a certain value, etc.).
Variables include additional information including Google Tag Manager needs for beacons and triggers to be activated. For example, the Google Analytics Universal Analytics code is the most used variable. It should be understood that tags depend on triggers, and that triggers depend on variables. It is for this reason that you will have to fully know the usefulness of each other for your tagging plan.Variables contain values that tell you whether or not a trigger should activate based on its value. For example, with this feature, you have the ability to Start a Facebook event for all people who have placed an order of more than 1,000 euros excluding VAT on your store.
You will have understood it, Google Tag Manager is an ideal tool for all marketing teams who want to push their analyses and manage using the data collected on their various media (web, mobile, application).