Think about it—isn’t it amazing how websites manage to track every click, impression, and conversion so flawlessly? Ever wondered how it is done? The answer is Google Tag Manager (GTM)—an advanced tool that simplifies adding or managing tags on your website. If you’re serious about improving your marketing strategies, learning how to install Google Tag through Tag Manager would be a great place to begin.
What is Google Tag Manager?
Google Tag Manager (GTM) is a free tool that allows you to easily add and manage marketing tags on your website without the hassle of complex coding. It acts as a centralized hub, enabling businesses to deploy tags for tools like Google Analytics, Google Ads, and more.
With GTM, you can accomplish tasks such as:
- Sending data to analytics platforms.
- Adding remarketing tags like Google Ads and Facebook Pixel.
- Implementing custom HTML for banners, A/B testing, and tracking scripts.
- Editing tags quickly without needing a developer.
By creating a Google Tag Manager account, businesses save time and ensure a smoother workflow, making it a must-have tool for marketers, web analysts, and small business owners.
Who is Google Tag Manager Designed For?
GTM is perfect for:
- Web analysts and digital marketers managing external services and tracking KPIs.
- Advertising specialists and SEO professionals set up remarketing and goal tracking.
- Small business owners who want analytics without hiring a developer.
- Marketing agencies working on multiple client accounts efficiently.
Whether you’re a pro or just starting, GTM simplifies your tagging needs, saving you time and effort.
Pros and Cons of Using Google Tag Manager
Pros of Google Tag Manager
Here are some reasons why you must try GTM:
- Free to use with no hidden costs.
- Seamless integrations with services like Google Analytics and Google Ads.
- Speeds up your site by reducing bulky code.
- Offers a debug mode to test tags before going live.
- Save every version of your changes, so you can revert back if needed.
- Allows delegation of access levels for your team or external agencies.
- Helps verify site ownership in Search Console.
- Features a large support community for quick help.
Cons of Google Tag Manager
No tool is perfect, and GTM has its challenges:
- Damaging the GTM container code can break all tags—fixing this requires code expertise.
- Advanced settings (like custom tags) need knowledge of HTML, JavaScript, and the DOM.
- No dedicated online support or reporting features.
Despite these shortcomings, GTM remains an invaluable asset for businesses.
Want expert help? Simplify your strategy with our Google Ads Management Services today!
Google Tag Manager Terms You Must Know
Understanding Google Tag Manager (GTM) starts with learning its key components: container, tag, trigger, and variable. These terms form the foundation of how GTM operates, making it easier for you to manage tracking and analytics without relying heavily on developers.
Container: Think of this as the hub that holds all your tags. Each website or app typically gets its own container, which is represented by the GTM code you’ll install on your site.
Tag: A tag is a snippet of code that tracks actions like clicks, conversions, or page views. It can connect your site to tools like Google Analytics or Google Ads.
Trigger: Triggers control when a tag is fired. For example, a trigger might activate when someone clicks a button or submits a form.
Variable: Variables add flexibility to triggers and tags, defining specific parameters like which page URL should fire a tag. GTM offers both built-in and custom variable options.
Mastering these terms is key to using GTM effectively and gaining valuable insights into your website’s performance.
How to Install Google Tag Manager on Your Site?
1. Create a Google Tag Manager Account
Visit the Google Tag Manager website to create your account. If you’re already using Gmail or other Google products, you’re halfway there! Log in with your Google account, or sign up for one if needed.
It’s time to create a new GTM account. Most people name it after their business or website for easy identification. You’ll need to set up a container next. This container is where all your tags, triggers, and variables will live. One container per website or app is the norm.
For multiple, similar websites, you can use a single container across all of them. That’s easier to manage and ensures consistency. Once your account and container are ready, GTM will provide you with unique code snippets to install on your site. Keep these handy, as you’ll need them in the next step!
2. Install the GTM Code on Your Website
Where Can I Find the Google Tag Manager Code?
Finding your code is easier than you expect. Simply click your container ID (located near the Publish and Preview buttons), or navigate to Admin > Account > Container > Install Google Tag Manager. Either option will bring up the code snippets and detailed instructions on where to place them.
These snippets include two parts:
- A script code for your website’s <head> section.
- A NoScript code for the <body> section.
Keep these instructions handy—you’re just a few steps away from having GTM fully functional on your website.
Add Google Tag Manager Code to the Website
Now, what you need to remember here is that adding the Google Tag Manager code to your site is simple, but placement is crucial. Follow these steps to ensure everything works perfectly:
- Place the first code snippet (surrounded by <script> tags) within your website’s <head> section. This snippet allows the page to load your GTM container separately. The result? Your site stays fast while GTM does its job.
- Place the second snippet (the <noscript> code) immediately after the opening <body> tag. This acts as a fallback for users who have JavaScript disabled.
Important tips to remember:
- Do not place both snippets in the <head> section, as <noscript> is invalid there and will break your site’s HTML.
- You can place both snippets in the <body>, but the recommended setup is <script> in <head> and <noscript> in <body>.
- The <noscript> part is optional unless you want to track users without JavaScript or verify your site in the Search Console.
Once installed, preview and debug your setup using GTM’s built-in tools or the Tag Assistant Chrome extension. If you’re unsure about your installation, don’t hesitate to seek guidance from a professional.
3. Publish the Container
Before you start adding tags, triggers, or variables in Google Tag Manager (GTM), it’s a good idea to publish your container immediately after installing the code. Why? An unpublished container could cause a 404 error on your website, which might clutter your error-tracking tools and stress out your developers.
Here’s how to publish your container:
- Go to the Workspace tab in GTM and click Submit in the top-right corner.
- Select Publish and Create Version.
- You can leave the version description blank right now. Now hit Publish and your container will be live and ready to go!
How to Check If Google Tag Manager is Working?
Wondering if your GTM setup is working correctly? Here’s how to check:
- View the source code: Right-click on your website, select View page source, and search for “gtm.js.”
- Enable preview mode: In GTM, click Preview in the top-right corner. Refresh your website. Now do you see a debug panel at the bottom of the page? This section shows active tags and triggers.
Both methods are quick and easy. By confirming the installation now, you’ll avoid data collection issues later.
How to Set Up Google Analytics 4 Using GTM?
Integrating Google Analytics 4 (GA4) with Google Tag Manager (GTM) simplifies tracking your website’s performance. GTM manages everything so that you enjoy precise and streamlined data collection.
Step 1: Create a Google Analytics 4 Account
Open the GA4 setup page to create your account. You’ll see instructions from Google guiding you all the way. Note down the GA4 Measurement ID you receive once the account creation is complete. You’ll need this ID to link GA4 with GTM.
Step 2: Install the GTM Container Code on Your Website
Google provides simple instructions for installing the GTM container code. Place the <script> code in your site’s <head> section and the <noscript> code immediately after the <body> tag. This ensures GTM runs seamlessly.
Step 3: Create a GA4 Tracking ID Variable
To configure the GA4 Tracking ID Variable in GTM, follow these steps.:
- Open the Workspace tab in GTM.
- Go to Variables, then click on User Variables and select Create.
- Choose Constant for the Variable Type.
- Name your variable for easy reference and hit Save.
Step 4: Create a Tag
Did you know that you need a tag to send data to GA4? That’s exactly why we’ll now configure a tag in GTM.
- Go to Tags, click on ‘New‘, and then click on ‘Tag Configuration‘.
- Choose the Google tag option and enter your GA4 Measurement ID.
- Under the Triggering option, select All Pages to ensure the tag fires on every page load.
- Link the variable you created in Step 3 to this tag.
- Once configured, name your tag (e.g., “GA4 Pageview Tag”) and save it. This tag will now send page view data to your GA4 account. This way, your analytics remain updated and accurate.
Step 5: Verify That your GTM is Working
Not sure if you’ve set up Google Tag Manager correctly? Let’s find out!
Now either use GTM’s Preview and Debug Mode to see if it’s active or install the Tag Assistant extension for quick verification.
Step 6: Publish the Changes To Container
This is the stage in which you publish your container’s latest updates. Go to the Workspace tab, click Submit, and give the new version a name before hitting Publish.
Important tip: If you’ve manually added Google Analytics 4 (GA4) to your site, remove it now to avoid duplicate data. Publishing the GTM container replaces manual setups seamlessly.
Step 7: Confirm Data Transfer to Google Analytics 4
Now that you have arrived at the final stage, you obviously need to ensure everything’s working perfectly. For this, open your GA4 account, go to Real-time Reports, and check if data is flowing in. If you see live activity, congratulations—you’re good to go!
Want expert help? Maximize your analytics potential with our Google Ads Services designed to provide accurate tracking and drive better results.
Common GTM Issues and Troubleshooting Tips
Even the best setups can run into issues. Here’s how to tackle common GTM problems:
Confusing Tags: If your tags work in debug mode but no data shows up in Google Analytics, it is probably due to an invalid tracking ID. You can easily fix this by double-checking your GA4 tracking ID as we have discussed in Step 3 of the previous section.
Debug Mode Does Not Update: Sometimes, the changes you make in GTM do not show up in the debug mode. This is usually because your preview mode wasn’t updated. How to deal with this? Refresh the preview mode and verify that the correct workspace is active.
An Unusual Spike in User/Session Numbers: If there is an unexplained rise in user or session numbers after switching to GTM, it indicates that both GTM and manually installed GA4 codes are sending data. Resolve this by removing the manual GA4 code to avoid duplication.
Troubleshooting doesn’t have to be stressful. If you’re stuck, consider partnering with our trusted PPC agency for expert support.
Benefits of Using Google Tag Manager for PPC Campaigns
Here is a look at some of the most important advantages of using GTM for PPC campaigns:
- It simplifies tag implementation for tracking conversions.
- You can manage all tags from a single location. This means a significant reduction in errors.
- Easily integrate with Google Ads to enable precise remarketing.
- Analyze campaign performance like a pro.
Can I Use Google Tag Manager Without a Developer?
Of course, you can! If you have had a look at the GTM interface, you’ve probably noticed how user-friendly it is. You do not need the professional expertise of a developer for basic tasks such as installing the GTM snippet, creating tags, or setting up basic tracking. But, if your needs are complex and demand customized solutions, you might require the help of an expert.
Try GTM For Improved Marketing Success
Online marketing experts remark that Google Tag Manager is unmatched when it comes to tracking data accurately. You can then use this data to empower your marketing campaigns. GTM simplifies the entire process from setup to troubleshooting.
Sign up with us to add the power of GTM to your digital marketing campaigns. Contact our Google Ads specialist today for expert guidance and tailored services that will soon send your conversions and sales rocketing.
