First of all congratulations on your decision of using a Tag Manager system.
Being able to act fast and most importantly to collect accurate data has become so important, that the classical way of sending a tag to your IT once in a while doesn’t work anymore.
Your IT (unfortunately) has better things to do than implement and test a tag and you (luckily) have better things to do than wait for the next release of this tag, before you can finally start using it.
This article focuses on the Google Tag Manager due to the simple fact that it’s quite simple and fast to activate.
A little tip if you haven’t started working yet with a Tag Manager: even though it’s shown as the ultimate solution to get faster through the tag implementation without bothering the IT (and it’s definitely the case), you should never bypass your IT with the Tag Manager implementation. Why is that?! Simply because you can easily destroy a website’s performance with 1 bad placed/treated tag.
Work hand in hand !!
Coming back to the things you should do:
1. Use a DataLayer
The Tag Manager comes along with lots of nice features that are built in, but the real force comes with the DataLayer. This is one of the things you’ll still need your IT for.
The DataLayer will push all the information you want to the Tag Manager (from a page title to the basket amount,… The sky basically is the limit here). For this part it’s important for you to know what information exists on your page(s). Once you have this information, you should brainstorm with your IT and Sales/Marketing about which elements you will want to track. When this step is finalised, your IT needs to place the DataLayer in your source code.
2. Paste your Analytics Tracking into the Tag Manager
The Google Analytics tracking is a standard tracking template. So the good news is: it’s really easy to implement. So far nothing really interesting right? BUT the real fun starts now (I hope you are as excited as I am) !
You can adapt the tracking directly in the Tag Manager. So… no need to ask your IT to adapt your tracking code every time you want to get new insights like: tracking logged-in users or create a cross device tracking or all the other really cool Analytics stuff you ever wanted to do (but didn’t dare to ask your IT).
3. Use the built in Auto-events
The Tag Manager automatically tracks:
- clicks on links
- clicks in general (buttons, links, videos, etc)
- interaction with forms
- the time spent on your site
- page history changes
These are powerful insights that you can easily use in combination of alerts, events, etc.
4. Create retargeting tags
Even if you don’t plan on using retargeting right away, collecting this data is never useless. Because once you are ready to start these campaign, you won’t need to wait until you have a critical number of visitors in your lists. Collecting this type of data will also allow you to notice if an important part of your site is rarely visited or liked. Furthermore, thanks to the DataLayer, you are 1 step away from a Dynamic Retargeting, hooray!
Now it’s your turn, go to your Tag Manager and try it out!