Tag management is the ability to manage user-generated tags or folksonomy within collaborative software. Tag management features and processes are put in place to encourage cross-user consistency, navigation efficiency and compliance with an existing taxonomy.
Google Tag Manager
Tags are snippets of code that are usually placed in the head of a page to enable 3rd-party tracking and analysis. Tags are extremely useful and can offer solutions for many digital marketers. Conversion tracking is always a popular topic and tags play a huge part in funneling deeper and deciphering your customer actions. The downside is that the management of these tags can be extremely time consuming, so this is where tag management software comes in to play. Tag management software speeds up the process, and is very popular with web analytics professionals because it allows them to be more agile in their marketing efforts and not have to involve IT folks all the time.

GOOGLE has just introduced a TAG MANAGEMENT SYSTEM of their own, and it’s free. Want to focus on marketing instead of marketing technology? Google Tag Manager lets you add and update your website tags easily.

Launch new tags with just a few clicks. This means remarketing and other data-driven programs are finally in your hands; no more waiting weeks (or months) for website code updates—and missing valuable marketing and sales opportunities in the process.

It has easy-to-use error checking and speedy tag loading which means you’ll always know that every tag works. Being able to collect reliable data from your entire website and all your domains means more knowledgeable decisions and better campaign execution.

Google Tag Manager is quick, intuitive, and designed to let your marketers add or change tags whenever they want. Google’s 4 minute video below explaining the utility and setup of GTM, give this video a look. Afterwards, we’ll look at specific customizations that web marketers can make.

GTM offers some nice versioning and debugging features. Additionally, the container blog is an asynchronous JavaScript snippet so it will not effect page load or block other JavaScript.


GTM uses macros and rules to decide when a tag is fired. Macros are just a name-value pair that can be used to build rules around. The value itself, in many cases, is populated in runtime. That is, at the moment the page itself is being built for the user.

Out of the box, GTM has three default macros that can take care of a lot on their own:

URL macro

This is an easy one. The name is URL, the value is whatever the current URL happens to be.

An example of a rule based around a URL:

If URL = /confirmation.html send our ‘Conversion’ tags.

Your conversion pages likely have smorgasbord of conversion tracking tags like AdWords, eCommerce analytics snippets, ROI trackers from comparison shopping engines, etc.

HTTP Referrer macro

Another easy one. The name is HTTP Referrer, the value is the previous page that the user visited.

An example for this macro:

If referring page matches Twitter or Facebook, send the ‘Referred by Social’ tags.

Perhaps this is a visitor-scoped Google Analytics custom variable.

Event macro

A bit more complicated, especially if you’re used to Google Analytics events. There are similarities, and you’ll likely use them together, but it’s best to forget that GA has something called an ‘event’ for now.

Events can be used to track interactions on a page after the page loads. As an example, if a user interacts with a form on your site, you can push an event. If there are any rules that depend on that event value, the specified tag will fire.

The code for pushing an event looks like this:

dataLayer.push({‘event’: ‘event_name’});
So, if we wanted to track a form submission as an event, we’d take the form code we had:

and add:

Now, any tags that have a rule setup to fire when the event value’s name is ‘form_submitted’ will do so.
Outside of form submission events, another example:

If event = ‘abandonedFunnel’ – send the ‘Cart Abandoned’ tags.

Start using Google Tag Manager

More GTM Examples

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