Topalytics - Tag Manager, Optimize, Analytics and SEO Services

Google Tag Manager

Google Tag Manager Consulting and Implementation Services

Google Tag Manager (GTM) is one of the most powerful and useful tools for extending your website’s functionality without having to go through a developer’s pipeline or wait for new website deployments.

GTM is tightly integrated with other Google products, as well as with numerous 3rd party products, allowing rapid deployment of otherwise labor intensive tasks.

Ease of Use

With GTM, most common tracking tasks such as basic event tracking (e.g. tracking clicks, downloads, registrations etc.) or conversion tracking can be achieved within a few minutes work and even more complex tracking tasks such as Adwords dynamic remarketing tagging can be a breeze to go through once you map a site correctly and identify the correct elements.

Common Use Cases implemented within minutes

Most business or commercial websites use external or 3rd party scripts. The most common ones are advertising scripts such as Google Adwords and Facebook pixels. Other common use cases include a customer support chat, heat map tools etc.

Navigational menu clicks can be tracked with extreme ease and sent as events to you Analytics account

User engagement metrics, such scroll depth or video plays, can be configured within minutes as they are built into GTM and in many cases need only to be activated.

Enhanced eCommerce tracking implementations can be as easy as installing and configuring a Woocommerce plugin (usually requires a paid version of the plugin) if WordPress serves as your store CMS. With Shopify things are easier still, as enhanced eCommerce is integrated into their platform.

Most other online stores require a dedicated and custom implementation, best accomplished using Google Tag Manager.

eCommerce Tracking

One of the most common, and challenging, tracking types is ecommerce tracking and specifically enhanced ecommerce, with advanced Analytics reports such as product impressions, cart abandonment and more. Using GTM, the tagging of an ecommerce site is greatly simplified and in most cases will require any help from a developer, except for a data layer containing the purchase details at the end of the purchase process.

Magento for example, one of the most commonly used ecommerce platforms, is notoriously known for its lack of support for enhanced ecommerce and sketchy plugins that more often than not, simply do not work.

Using GTM, there is no need for using third party plugins or embedding manual code. You can tag all client journey actions directly from GTM together with simple to implement data layer objects that hold the all information needed in order to transmit the data back to Analytics.

Other Use Cases

For Publishers

When using Google Tag Manager, one of the most powerful features is the Custom HTML tag. One common scenario is tracking users who use an ad blocker and sending that data back to Analytics. Most publishers need this data to understand how many of their users actually see the ads, as its their primary income source. This can easily be achieved using the Custom HTML tag and a custom javascript code.

For Single Page Applications

Another common use case is within SPAs, Single Page Applications –  A website development method gradually taking over the internet. This technique relies almost entirely on Javascript, using specialized JS libraries, most commonly React.js and Angular.js, to build fast and resource efficient websites that does not have “traditional” HTML pages. The entire site is comprised of virtually just one page (single page) and navigating across different “pages” of a SPA website will not necessarily generate coherent data in Analytics. Basic metrics such as “page title” or “page path”, that are part of the most basic reports in analytics, do not exist in a regular SPA, and even the basic browser function “back” and “forward” are interpreted differently when a website is built using SPA.

GTM and GA have special features designed to tackle these exact issues. Virtual pageviews and titles can replace the traditional “page path” and “page title” within GA reports and the built-in variables in GTM include the History API designed to capture navigation across “pages” inside a SPA, even if the user did not click a different page in the traditional sense.

Tag Manager For SEO and Conversion Optimization

As suggested above, single page applications are terrible for SEO, unless they are built with SEO in mind. One page means, as far as Google spider is concerned, that no other page exist on the site to be crawled by Google. Solving the Analytics issues is pretty straightforward, but making a SPA SEO friendly is slightly more difficult (read more here).

Once your SPA is SEO friendly, or if you do not use SPA at all, Some SEO tasks are easily achievable using GTM:

  • Adding dynamic schema.org structured data markup automatically to all your pages using just one tag for rich results in Google
  • Adding relevant and dynamic titles and descriptions, especially useful for online retailers
  • Serving customized site versions to Android or iOS users
  • Adding 3rd party conversion assisting scripts