Retargeting prospects based on how they interact with your brand has been proven to drive ROI. To retarget effectively, however, you need to segment your website traffic. Google Tag Manager is a powerful tool for segmentation and converting more of your website traffic.
Let’s learn more about it!
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What Is Google Tag Manager?
GTM is essentially a mothership for embedding code that helps you measure and monitor website engagement. Tags let you see who’s clicking where on a certain page, and a whole lot more.
To get started with GTM, you can sign up here and then set up an account like so.
Once you get your code, you’re off and running.
One of the reasons GTM is a huge deal is that it gives non-programmers the ability to create, manage, and edit tags on their site. Making such changes previously required Javascript expertise. Which, for some non-coding people like me, would be akin to requiring Javanese expertise.
Another big benefit of GTM is the ability to house all your tags in a single location, which prevents you from having to hard code changes to your sites whenever you want to make a change. If you work across numerous sites, this is a humongous time-saver.
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GTM In Action
Dana Rochek, one of our magnificent Google experts here on staff, recently explained to me how we utilize GTM functionality. One way is by integrating tags into the landing pages we create for our clients. Conversion tags enable us to track how many calls and forms are being generated, or which pieces of content are being downloaded, as well as which ad led to the conversion.
This lets us and our clients know what ads, landing pages, campaigns, and content pieces are producing results, and to what extent. GTM is an absolute boon for marketing accountability and monitoring ROI.
Tag Manager has also enabled us to change how we build landing pages and sites for our clients. Thanks to GTM, there’s now no need to program-in separate code for every different landing page we design. It’s all conveniently managed and located in the GTM interface. That makes us incredibly more efficient.
GTM also has event tracking functionality. In Google parlance this means the ability to track exactly what buttons on your site are being clicked. Combine this with a User-ID tracking tag — which lets you monitor specific users instead of just devices — and you’ve got all the ingredients you need to create a highly targeted custom audience.
Imagine being able to retarget specific people who clicked on specific pages of your website. Pretty cool, right?
For another example of GTM in action, Google offers up this scenario: “For example, when someone clicks a “Continue Reading” link on your website, you could create a data layer event that records the user clicked on the link. You can then dynamically create a trigger and a tag in Google Tag Manager that automatically fires an event to Google Analytics. Without the data layer, you would need to manually write JavaScript to capture this information.”
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Scratching the Surface
This is just a flavor of what’s possible with Google Tag Manager. You can also set up triggers to fire whenever a specific action is taken, and use it to parse aggregate clicks, user location, demographic data, device details, and much more. It’s a potential goldmine for marketing insights, and a massive saver of time and manpower.
GTM has removed the burden of having to manually add and edit potentially thousands of tags, and housed it all in a tidy, user-friendly environment. It’s a beautiful thing, really.
Below is a video to give a more visual walk-through of this magical marketing funhouse. Be sure to contact a Google Premier Partner like us if you’d like to know more!
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