In the “olden days” web developers would take the time to add Google Analytics code to every single page of a website in order for website traffic data to flow into Google Analytics for analysis. Some sites still use that method. However, what happens when you want to make changes to those pages? Or add or delete pages to a website? Then development has to remember to make the respective changes to that GA code alongside every single one of those changes as well. Boy, that sounds tedious. I sure wish there was an easier way…hmm…..
Enter Google Tag Manager. The free tag management solution allows for managing all website tags without ever having to touch actual code on a web page or website. But let’s not get too excited, GTM isn’t something that can be learned overnight. It’s definitely nice to have someone available who does understand code and who you might be able to lean on for GTM questions.
GTM is basically built on a tag and trigger system where you can tell GTM to fire a tag that can be measured through Google Analytics (or other analytics platforms) when an action occurs on the website in question. So the triggers you set up are “listening” for certain things to happen so that it can send a tag or notification to the data collection platform. For example, “when the SUBMIT button is clicked on the inquiry page, record 1 inquiry submission event in GA”. Of course, every tag has variables (or options) that need to be identified so that it is not necessary to define every single individual combination of behaviors for every single element of a website. In short, GTM is lightening the load and creating efficiencies once you get a handle on how to use it effectively.
To circle back, instead of adding Google Analytics code to every single page of a website, it is much more efficient, and just as effective, to implement the GA tags through Google Tag Manager. Essentially your trigger is a page load or pageview and your tag is set up to collect all basic Google Analytics metrics for the correct matching Google Analytics ID (UA-) added in your Google Tag Manager tag configuration. Matching the GA ID allows data to flow directly into your Google Analytics account, property, and view(s) for the same types of analysis that would have been done had you tagged the old-fashioned way.
For more detailed instructions, visit this Google support link, or contact Trib Total Media with the form below to take care of this entire concept for you!