Google Tag Manager: Simplifying Website Tracking and Tag Implementation


Jun 27, 2023


6 min read

The efficient management of marketing tags is crucial for tracking user actions and collecting valuable data. However, manually inserting and maintaining numerous code snippets in your website’s code can be daunting.

Enter Google Tag Manager (GTM), an indispensable free tool that revolutionizes the way marketing tags are installed, stored, and managed. Now if you have found yourself wondering ‘what are Google tags’ or ‘why do you use Google Task manager’, this thorough guide is the article for you! In this article, we will delve into the technical intricacies of GTM and explore how it empowers tech-savvy professionals to streamline marketing tag deployment.

What are Google Tags?

Google tags are small snippets of code that are inserted into a website’s code to track user actions and collect data for various marketing and analytics purposes. These tags are essential for platforms like Google Analytics and Google Ads to function effectively. By placing these tags strategically within the website’s code, marketers can gain valuable insights into user behavior, measure campaign performance, and make data-driven decisions. Google Tag Manager (GTM) is a free tool that simplifies the installation, management, and deployment of these marketing tags, providing a centralized platform for streamlined tag management without the need for manual code modifications.

Why Do You Need a Google Tag Manager?

Let’s try and decode this for those who are wondering ‘what is google tag manager used for’. Google Tag Manager tool (GTM) empowers you to track a wide range of events and user behaviors on your website. The flexibility of GTM enables you to capture and analyze valuable data related to user interactions. Here are some examples of commonly tracked events:

  • Link Clicks: Measure the number of clicks on specific links within your website, such as navigation menus or promotional banners.
  • Button Clicks: Track the interactions with buttons on your website, including form submission buttons, download buttons, or CTA buttons.
  • Form Submissions: Monitor when users successfully submit forms on your website, such as contact forms, lead generation forms, or newsletter sign-ups.
  • Conversions: Track the completion of desired actions, such as completed purchases, sign-ups, or registrations, to measure the effectiveness of your marketing campaigns.
  • Shopping Cart Abandonment: Identify instances where users abandon their shopping carts before completing a purchase, helping you optimize the checkout process and reduce the cart abandonment rate.
  • Adding and Removing Items from Cart: Monitor when users add items to their shopping carts or remove items from the cart, allowing you to analyze product preferences and optimize your e-commerce strategy.
  • File Downloads: Track the number of downloads for specific files or resources on your website, such as PDFs, whitepapers, or software installations.
  • Scroll Behavior: Analyze how users engage with your content by tracking scrolling behavior, including how far users scroll on a page or whether they reach specific content sections.
  • Video Views: Measure the number of views and engagement metrics for videos embedded on your website, providing insights into user engagement with video content.
  • Call-to-Action (CTA) Performance: Evaluate the effectiveness of your CTAs by tracking clicks, conversions, or engagement rates on important call-to-action elements across your website.
  • Table of Contents (TOC) Clicks: Monitor user interaction with the table of contents or navigation menus within long-form content pages, helping you understand which sections are most engaging to users.
  • Custom Events: GTM offers the flexibility to define and track custom events that align with your specific business objectives and user interactions.

What are the Benefits of Google Tag Manager

google tag manager (GTM) offers several benefits for managing tags on your website. Here are some of the advantages of using GTM:

  • Simplified Tag Management: GTM provides a centralized platform for managing all your marketing tags in one place. Instead of manually editing website code, you can easily add, update, or remove tags using the GTM interface.
  • Reduced Dependency on Developers: With GTM, you can implement and manage tags without relying heavily on developers. This empowers marketers and non-technical users to take control of tag deployment and makes the process more efficient.
  • Faster Deployment: GTM allows you to deploy tags in real-time without requiring code changes. This saves time as you can quickly launch new campaigns or update existing tags without waiting for developers to make code modifications.
  • Increased Flexibility: GTM provides flexibility in managing tags, triggers, and variables. You can define custom rules and conditions to control when and where tags should be fired based on user interactions or specific events on your website.
  • Enhanced Tracking Accuracy: GTM ensures accurate and consistent tag firing by using triggers. You can set up triggers to fire tags based on specific actions or events, such as clicks, form submissions, or page views. This improves the accuracy of data collection and tracking on your website.
  • Version Control and Rollback: GTM offers version control, allowing you to track changes made to tags over time. You can easily roll back to a previous version if any issues arise or revert to a known working configuration.
  • Testing and Debugging: GTM provides built-in tools for testing and debugging tags before deploying them live. This helps identify and resolve any issues or conflicts with tags, ensuring proper functionality and accurate data collection.
  • Ecosystem Integration: GTM seamlessly integrates with various third-party platforms and services. You can easily add tags for Google Analytics, Google Ads, Facebook Pixel, and many other marketing and analytics tools without modifying code.

Best Extensions

Browser extensions play a crucial role in optimizing your Google Tag Manager (GTM) strategy. These extensions provide valuable insights and assistance in managing your tags, variables, triggers, and code snippets effectively. Here are some recommended extensions that can enhance your GTM efforts and contribute to a successful Google Tag Manager strategy:

Tag Assistant:

Tag Assistant is a powerful extension developed by Google that helps you troubleshoot and validate your tags. It provides real-time feedback on the firing status of your tags, identifies implementation errors, and offers suggestions for improvement. With Tag Assistant, you can ensure that your tags are correctly implemented and functioning as intended, supporting your overall GTM strategy.

GTM/GA Debugger:

This extension is specifically designed to debug and analyze Google Tag Manager and Google Analytics implementations. It allows you to view detailed information about the data being sent, debug variables, track events, and diagnose any issues that may arise. GTM/GA Debugger enables you to validate your GTM strategy by ensuring accurate data collection and tracking.


Dataslayer is a handy extension that displays all the data layer information captured by GTM in real-time. It provides a comprehensive view of the data layer variables, making it easier to verify if the correct data is being passed to your tags. Dataslayer enhances your GTM strategy by enabling you to monitor and validate data layer interactions and ensure data accuracy.

DataLayer Inspector:

This extension offers advanced data layer inspection capabilities, allowing you to explore and understand the data layer structure in detail. It provides a visual representation of the data layer, highlights data changes, and assists in troubleshooting data layer-related issues. DataLayer Inspector+ empowers your GTM strategy by facilitating a deeper understanding and management of your data layer.

Da Vinci Tools:

Da Vinci Tools is a versatile extension that enhances your overall GTM strategy by offering a range of features. It provides a tag manager interface within the browser, allowing you to preview and test changes before deployment. Additionally, it offers various debugging functionalities, data layer visualization, and detailed reports to optimize your GTM workflow.

In Conclusion

implementing and managing tags effectively is a critical aspect of a successful Google Tag Manager (GTM) strategy. By utilizing browser extensions, you can enhance your tag installation process, troubleshoot issues, validate data accuracy, and gain valuable insights into your GTM implementation.

However, navigating the complexities of tag installation and maximizing the potential of GTM can be overwhelming for some businesses. That’s where the expertise of GTM consultants and tag consultants comes into play. With their in-depth knowledge and experience, they can ensure seamless integration with your overall digital marketing strategy.

If you’re looking for professional assistance in implementing and maximizing the benefits of Google Tag Manager, consider partnering with Saffron Edge, a leading GTM consultant. Our team of experienced tag consultants can help you harness the full potential of GTM. Connect with us today!

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