Google Tag Manager: Marketing or IT?

Image Credit: InfoTrust

Image Credit: InfoTrust

If you  work in marketing or IT, by now you have most likely heard about Google Tag Manager. What is Google Tag Manager and why does it keep coming up? Having past experience as a website developer and working with Analytics daily, I see Google Tag Manager as a solution. You are probably asking yourself, what problem does Tag Manager solve? It solves the classic conflict between your website managers and your marketers. Don’t deny it, marketers and website managers have different priorities and we all know that every now and then a conflict arises.

Marketers want new pages, conversion codes, and click tracking. Website managers want the site to work and maintain server load. Website managers may also serve as an all-around IT department, keeping computers working, maintaining email networks, and asking if someone has rebooted their computer or downloaded the latest update. The question is, where do you want your IT people to spend their time and where do you want your marketers to spend theirs?

IT requires coding, website maintenance, servers, email networks, intranets, security and everyday troubleshooting. Marketing requires a plan, an audience, a solution and most of all tracking and measurement. Enter Google Tag Manager – the bridge between the two worlds. Google Tag Manager can do for a technical marketer what previously would have been added to the already burdened shoulders of the IT department.

Bridging the Gap Between IT & Marketing

Want to see how many times that new whitepaper has been downloaded? Before Tag Manager, the set-up process would involve the marketers asking IT for a whitepaper download link.  Then, a common, follow-up of, “Actually, we also we need event code on the link and for it to be named following these conventions, can you please go update that? Thanks!”

Another new whitepaper added to the site? Wash, rinse and repeat. With Google Tag Manager, you add the whitepaper link and done. Event tracking is already in Tag Manager for all download types with the proper naming convention, no new code needed.

Obviously, there is more to it than the above scenario, but you get the idea; tracking simplified. Google Tag Manager is a small JavaScript code added to the website on all pages. The potential it adds for tracking and updating tracking codes like Google Analytics, conversion codes for paid advertising, event tracking of downloads, link clicks, video views and many more makes the initial installation more than worth it. One installation and you can add or remove tracking at will, update the Google Analytics code when it inevitably changes, drop in new conversion code for paid marketing within minutes and remove the need to route all requests to the IT department or trying to add them into a CMS that abhors JavaScript and removes your code every time you save the page.

Google Tag Manager allows marketers to track, measure and make quick changes to their marketing efforts; all without bothering the IT department who is busy rescuing your laptop or keeping your email server from crashing after someone clicked that suspicious link.

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