Google Tag Manager


The Google Tag Manager is a function developed by Google in October 2012, with the help of which you can integrate web tracking into your own website without the support of an IT specialist.

Basic Functions[edit]

Normally, when setting up a web tracking, the required tracking code must be inserted manually into the respective sub-pages of the website that are to be evaluated. However, this is not only time-consuming, but it is hardly possible without the help of specialists. The Google Tag Manager makes it possible to integrate tracking with just one single change to the source code. Later, the site operator can make changes via the Google Tag Manager, which automatically take effect on the respective page without having to make any further adjustments to the source code.

Measurements of the Google Tag Manager[edit]

The Google Tag Manager allows you to insert almost any tracking code on your website. This includes, for example, the tags for Google Analytics and Google AdWords, but also the tracking codes for numerous online marketing tools and web analytics tools. The Google Tag Manager makes it possible to identify and measure the behavior of users on the website. For example, site operators can find out to what extent a user scrolls, moves their mouse, clicks on pages or elements, or fills out and submits forms.

Functions in Detail[edit]

The Google Tag Manager offers a variety of useful functions. These include, among others:

  • asynchronous loading of tags - leads to shorter loading times
  • Use of reusable variables - multiple values need to be defined only once
  • Reduce server requirements through intelligent caching
  • Protection against malicious software with a tag-blacklist
  • easy handling of the web interface
  • simple and fast editing of tags
  • Preview function
  • Debugging console for checking the triggering of tags
  • version log
  • Multi-level user and authorization system
  • Working with Rules for Triggering a Tag
  • Supports tag templates and custom image, HTML and JavaScript tags

This Video from the Google Analytics YouTube channel shows how the Google Tag Manager is set up and used.

Advantages of the Google Tag Manager[edit]

The Google Tag Manager brings various advantages:

  • The source code of the website becomes cleaner, particularly when several tracking codes have to be integrated for different service providers. These can then be replaced by a single code of the Google Tag Manager.
  • The Google Tag Manager automatically checks whether new tags are inserted correctly. Time-consuming tests are no longer necessary.
  • The loading time of the website is improved, as not every tracking code needs to be loaded individually.
  • With the Google Tag Manager, you only need one code for a large number of tracking service providers. The system also works with other platforms, such as mobile websites.
  • The system is very easy to use thanks to the user-friendly web interface. Direct changes to the source code are no longer necessary.