Every online business by now knows the importance of tracking certain information for their website. For the most part, it helps their digital marketing strategies. With that, these marketers are quick to install any conversion, remarketing and tracking tags in a bid to get the upper hand to beat their competition and to serve their clients better. There is nothing wrong with this, only that it is a lot of hassle. First, you have to embed the tags (or codes) on each page for each event. If you aren’t able to do this, you will be forced to hire developers which may take a while, given their schedule. For these reasons that’s why we introduce Google Tag Manager (GTM)
GTM is a much superior tool in that it lets you install tags ranging from Google Ads, Google Analytics, Crazy Egg, LinkedIn and many others including customized ones without having to go through all the trouble. The software is free and easy to use. To further expand your knowledge on this, here are some of the benefits and functionalities of GTM;

Create triggers and tags and its quick to deploy them

Google tag manager allows one to make changes to the already installed tags while at the same time allowing you to create new tags. The process is quite simple. Add new a tag->Tag Configuration-> add a trigger by clicking on the ‘fire on’ button and you are done.
Under the tag configuration, one can choose from the many compatible tracking codes templates that have been provided by Google or you can as well create your own customized HTML codes depending on the purpose- whether it is to track page views, scrolls or add to cart clicks.
Triggers help fire the tags upon the occurrence of the specified event, say the page views. In addition, they are good to evaluate if the tags are working or they are blocked.

Centralized management

There are too many codes on a page and each has to be monitored and updated every once in a while. Google tag manager, therefore, brings all these tags under one roof for you to easily control them. In the dashboard, all the installed tags are visible and you can configure them by clicking on them. Basically, by centralizing the tags in one place, GTM saves you the time to manually create, configure and deploy the preferred tags. You no longer have to visit each page to locate the tracking codes.

Great testing function

After creating all the necessary tracking codes, you need to be sure they are working correctly so as they can gather the information you need. Thus, Google tag manager has a preview and debug mode which allows you to see which tags have been fired and the ones that fail prior to publishing the tags. This feature is essential to avoid future problems that can cost your business just because a tracking code failed to fire upon the called event. In a matter of seconds, you will, therefore, know the status of the tracking codes.

GTM assists you to control versions

Websites may sometimes fail to perform as excepted. This also happens with the tags you embed on the site. Consequently, there has to be measures put in place to rollback to a previous stable version. With this tool, it is pretty straightforward. Under the ‘versions’ menu, there are several versions that are created every time you update or configure your tags. From this list, you have the freedom to publish any version prior to the one that failed to load. The built-in version control feature is ‘life-saver’ for all the times you accidentally publish incomplete tags and so on.
In conclusion, Google tag manager has gained popularity based on its functions and as you have seen, it is beneficial to just have all the tracking codes in one place for easy monitoring and control. So, if you haven’t started using it, do it now!