Google Tag Manager – How Advantageous Is It?

To start this blog I need my readers to answer these questions:

  1. Are you a developer or a digital media marketer?
  2. Are you familiar with Google Tag Manager?
  3. Have you already used it for your website?

If you are any of the two professionals of my question number One or you are in a related profession then you probably know what Google Tag Manager is. If you still do not know and you want to learn and implement it in your website then I must say GTM certainly is of your interest. You already know tags are snippets of “JavaScript that sends information to a third party”. These tags help you monitor performance of your online marketing campaigns, impacts of social networks and advertisements, remarketing, traffic to your website (when it was solely web, or rather the era before mobility) etc. In the previous days digital marketers used to implement these tags with the help of developers. Marketers were required to be familiar with editing codes on-site to add the tags without the help of the development team. The website code editors used to add the scripts on the website code.  With the help of Google Tag Manager handling tags in the website has become easy, safe and independent as it does not require you to be a webmaster to implement important tags to your website.

How it works?

If your answer is ‘NO’ to my question number Two then here is a small snippet to decipher the term ‘Google Tag Manager’. It is the concept of a “container” that lies behind Google Tag Manager! You need to add container snippet to your website pages. This will not bother the developers as firstly, you are not asking for his time for pasting tags individually; secondly, you are keeping his codes pristine and untouched! Once the container snippet is there in your website you do not have to bother about the development team to help you. If you are a campaign manager you can administer tags from Google Tag Manager account. The only small snag for the marketers is that they will have to maintain a lot of configurations. However, Google Tag Manager is beneficial for the marketers who can focus on targeted advertisements, A/B Testing, ROI Monitoring and conversion tracking. It also makes website developers’ life easy as they do not have to bother about the tags.

Native Mobile Apps & GTM

If your answer is ‘YES’ to my question number Three then you know and have already experienced the plus sides of the tag manager. But if you are a native mobile app developer or a marketer then what would be your trajectory with Google Tag Manager? Many renowned mobile app developers cringe away from GTM when it is tag management in the mobile app code. Why? Native app developers find it pet peeves and do not vote for Google Tag Manager to be used in their mobile apps.

Web architecture and that of native mobile apps are not same. It is difficult in the apps as it does not have “good hooks” that can facilitate event tracking easily. The Parameters that control the rules for web technology does not support that of mobile. It is no easy staff and becomes a carousel to create “Tags and Rules” Hence, Native app coders need some more versions to be launched before they can embrace GTM completely.