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.
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.