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FAQ - Google Tag Manager (GTM)

Collecting user behaviour has become an important part of online marketing to develop and improve your company's online presence. Google Tag Manager (GTM) is Google's own tracking tool that allows you to evaluate your company's online campaigns, for example. However, the program can be a bit complex to dive into if you are not familiar with it beforehand. That's why I'm answering some of the most frequently asked questions about Google Tag Manager in this blog post!

If you're interested in reading more about the interaction between Google Analytics and Google Tag Manager, you can read our second blog post 'Introduction to metrics and conversions in Google Analytics and Google Tag Manager'.

Webamp The team
- Specialist
Last updated: 12. dec. 2022

What is Google Tag Manager?

As mentioned, GTM is a tracking program developed by Google, which is essential if you want to know more about consumer behaviour on your website. It is particularly relevant in conjunction with Google Analytics (GA) - you can set up tracking, including for advertising on Google, simply in GTM to analyse data through GA.

GTM is an easy and efficient way to add and create objectives with just a few clicks. One of the great advantages of the tool is that you can automate and reuse variables. It also means that much of the manual work has been done automatically, making it both a safer and time-saving tool - win win!

All you need to get started is a free Google account. In addition, you have the option to connect it to your GA account and customize settings such as custom dimension. This feature allows you to set up settings for your GA tags, ensuring that GA and GTM match.

What can I track in Google Tag Manager?

Google Tag Manager allows you to track a wide variety of things - of course, what's relevant to track varies from website to website. For example, if your business sells products and uses Facebook advertising, it is relevant to measure the number of purchases as well as the order value. You can also use it to quantify how many people sign up to your newsletter, click on a specific button or download something from your website.

GTM is particularly useful for tracking your users, as the tool allows you to automate the process. This means you don't have to set up each goal individually.

How can I check that GTM is set up correctly?

Before you get started with GTM, it's a good idea to make sure your tracking is set up correctly. For example, if there are errors under one of your tags, you could risk losing or receiving misleading data on your users. This kind of error can have major consequences for your future work, effectively rendering the data useless.

You can ensure that your tracking is set up correctly by using a Google Chrome Extension called Google Tag Assistant. Once you have set up your tag with an associated trigger, you can use GTM debug mode to check that everything is as it should be.

To do this, press the preview button in the top right corner of the GTM page. You will then open a new tab in your browser where you will open your website. Here you can see which tags have been fired. If everything looks good, you can go back to GTM and press submit. The changes won't be live for anyone but yourself until you've submitted them.

Can I set up structured data through Google Tag Manager?

The answer is YES! Schema Markup is an incredibly useful tool for setting up structured data through GTM for your website without the need for much technical coding knowledge. In addition to being an easy method for setting up structured data, Schema Markup is a great advantage in the battle for a good ranking on Google and also an easy way to make your pages attractive and manageable.

By using Schema Markup, you help Google read the relationship between the content on your website and the search made. You also help Google decide what information to display about your products in search results.

How do I add other users to my account?

Google Tag Manager allows you to give other users access to your account. You can grant permission at either the account or container level. For account permission, you can either set the user as administrator or user.

You can add other users to your account by following the eight steps below:

  1. Click Administrator.
  2. Select "User administration" in the Account column.
  3. Click on "+" in the top right corner.
  4. Select "Add new users".
  5. Enter one or more email addresses.
  6. Specify account permissions. User is selected by default and this level allows the user to view basic account information. Select Administrator if you want the user to be able to create new containers and edit user permissions for accounts and containers.
  7. Optional: Specify container permissions for each container to which the user will have access.
  8. Click on "Invite". Each invited user receives an invitation to use the container.

Good tip: Always make sure you have at least two active administrator accounts. If there is only one administrator user, you may not have access to the account if the person gets a new job. It is therefore always a good idea to plan how ownership of the account will be handled if a team member changes jobs.

Most common reasons for data collection failure

Once you've set up your Google Tag Manager account, it's important to check that everything is set up correctly. In order to collect your data in Google Analytics, your GTM account must be set up correctly - if it is not, the data cannot be collected.

The most common reasons for data collection failure are:

  • You do not use custom dimensions
  • You have not set up a test ID
  • You don't use lookup tables to handle multiple IDs
  • You do not consolidate tags
  • You do not use gaEvent to handle events
  • You forgot the non-interaction hit on your events
  • You are not using custom javascript
  • You do not remove personally identifiable information through GTM
  • Data layer loads in wrong order
  • You're going to type the hostname wrong

Webamp - your marketing agency in Copenhagen

Does it seem overwhelming to dive into the deep hole that is Google Tag Manager or Google Analytics? Don't worry - there's no need to spend late nights watching 'How To' YouTube videos or reading cumbersome guides. At Webamp we are experts in Google Analytics, GA4, Google Tag Manager and SEO.

Contact me or one of my colleagues at Webamp on tel. 70 60 50 28 or by email at info@webamp.dk.

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