Google Tag Manager Implementation and Configuration

Google Tag Manager console

Get the most from Google Tag Manager:

Tag management systems  (e.g. Google Tag Manager) enable users to create and configure marketing tags (e.g. the Facebook pixel or Google Analytics scripts) on a single platform. This minimise the number of marketing scripts on your website because they are only fired when pre-set conditions are met (e.g. a visitor lands on your site). Many organisations migrate from Google Analytics base code to Google Tag Manager to enable agile tag deployment and improved website performance.

What are the main benefits of using Google Tag Manager? There are many and they include:

    • Manage all tags from a single console and if a tag needs to be updated you don’t have to change the code on every page of your site. Simply update the tag in GTM.
    • GTM allows for scaling up tag deployment across multiple identical sites because you can use the same GTM script for multiple sites if appropriate.
    • GTM has many auto-event listeners (e.g. scroll reach and element visibility)  and templates (e.g. Facebook Pixel) which enable best practice deployment of tracking for user journeys.
    • It enables us to create tags for every important user interaction, often without using scarce developer resource or adding any code to your site. Events can be configured using element IDs, CSS selectors or text on the element.
    • GTM can be deployed across multiple  environments (e.g. DEV, UAT and production) and the data sent to separate Google Analytics properties.
    • New tags can be created and tested without being published to your site. GTM has a preview and debug mode which allows for extensive testing of new tags without the need to deploy them to your website and risk disrupting vital functionality.
    • Tags can be configured in GTM to only fire in specific environments or according to complex rules to avoid unnecessary script on your website or app.
    • GTM can be used to quickly deploy many other marketing platforms, such as session recording/heatmap tools and A/B testing software without the need for any code to be placed on your website.
    • Workspaces in GTM allow multiple users to work simultaneously to change or create new tags and it prevents conflicting tags from being published.
    • By setting different levels of permissions within GTM, Admins can check and approve changes made by less senior analysts, and only Admins have the authority to publish changes to the live environment.
    • Implement and manage cookie consent policy and ensure no marketing tags are fired until the user accepts the cookie consent call-to-action.

CXL Institute Advanced GTM Certificate image

We do, however, work closely with developers when implementing enhanced ecommerce and other data layer pushes required for more advanced web analytics tagging. We have extensive experience of implementing GTM on  complex elements of a website, such as iFrames, single page applications and embedded applications.

As part of our implementation we will integrate a visual analytics solution of your choice. This is normally Microsoft Clarity of Hotjar. This enables you to  produce click/scroll heatmaps and view session recordings to evaluate your user experience.

We are also experts in upgrading to Google Analytics 4 via GTM and implementing events for GA4. This new platform uses machine learning to improve insights and is best managed via GTM.

All our GTM work is aligned to best practices outlined by the CXL Institute and Analytics Mania who provide training and development plans for our team.

Contact us for a free consultation at or call us on 01978 – 896787.