Tracking metrics and tracking the steps of those who visit your website is a necessity that every marketer has. For this, for a long time, it was necessary to make changes to the code of the pages, which was always very complex and laborious.

Google Tag Manager is a tool developed to give more autonomy to the professional in the face of these demands!

Installing pixels and scripts on websites does not have to be a problem, let alone generate a call to IT. Today, there is already the right tool to give dynamism to the work of marketing. This prevents simple changes to testing or monitoring results from generating great efforts.

In this content, you will learn more about Google Tag Manager, on topics such as:

Next, check out the in-depth content and understand more about the topic!

How does Google Tag Manager work?

Google Tag Manager is a Google tool that was developed to automate and manage the insertion of tracking tags on a website. In this way, it is possible to set up multiple monitoring points without creating extra work.

The tags are scripts added to the website code, always with the function of tracking some type of visitor activity. Many of these tags are, for example, Google Analytics visit tracking codes.

Thus, when this script is used, it is possible to have a control of the number of visits metrics on the website and on specific pages within it.

The possibilities are really wide and go far beyond simple monitoring to indicate the number of visits. Google Tag Manager also supports Google Ads and Facebook Ads remarketing tags to be applied.

In this case, the idea is to monitor which products a user visited in your e-commerce to subsequently generate remarketing ads when he surfs the display network or Facebook, for example.

How important are the triggers and variables in this process?

In addition to the tags and scripts that are fixed in the code to collect the metrics that matter according to the strategy, there are still two fundamental elements within the Google Tag Manager universe: the triggers and variables.

The first has the function of establishing what are the conditions for a tag to be activated. For example, if the user clicks on a particular banner or header, a tracking tag starts to work and collects the metrics. It is like a trigger that can be configured as marketing wants, forming pillars for the strategy.

The variables are made to add more trigger conditions and other monitoring parameters next to the tags. It is as if this feature functions as an accessory that generates several Analytics tracking codes, without making the process more laborious.

Why use Google Tag Manager?

Google Tag Manager can be seen from two perspectives: the first places it as a productivity tool, while the second places it as a script management panel for websites.

Both definitions are correct, since the solution really works on these two fronts. Next, see why you need to start using this tool right now!

Productivity increase

The routine of the marketer is already very busy, either with the strategic part, or with the operational demands.

Adding scripts to websites is one of those common jobs, but it can be quite complex if it is not supported by a performance tool. In this case, Google Tag Manager presents itself, first of all, as a solution of productivity.

For the marketing team, having to constantly work on the site code can be extra work that doesn’t even make sense. Passing this on to IT is also not the best option, since the sector has more urgent demands.

In this scenario, by automating the commands, Google Tag Manager relieves both sectors and generates productivity!

Tracking multiple metrics

Data is a solid basis for companies to make decisions and track your performance today. When it comes to Digital Marketing, this is no different! There are a multitude of numbers that can and need to be monitored within the activity of a user who visits a particular website.

This helps to generate accurate marketing actions, better understand the target audience, understand the consumption profile and make strategic changes.

Google Tag Manager makes it considerably easier to apply the tags that track these metrics, which makes marketing a much simpler practice.

Marketing strategy

Given the planning and results, a company will have different approaches in its marketing actions over certain periods.

Strategies are generally defined according to sales performance, user engagement and the company’s needs to improve these and other results.

Each strategy, however, demands different types of monitoring and follow-up. According to these possibilities, the tags will serve in a personalized way for companies and for what the marketing teams intend to achieve, considering their objectives.

More than anything, Google Tag Manager helps you manage your scripts based on a solid marketing strategy.

Expand the possibilities of actions

At first, marketing is always eyeing the improvements it can make in its internal channels, that is, where it receives its users in inbound strategies.

Changes to the website are a possibility to make it more suitable to what the public expects, always in accordance with their consumption habits and, mainly, their navigation.

This tracking of what the user does within the site also generates a database that helps to understand, for example, what products he was interested in. From this it is possible to generate external actions, such as remarketing at display network and in Facebook, in addition to email marketing strategies.

How to create and add Google Tag Manager?

Getting started with Google Tag Manager functions is very simple, just like any other Google platform and service. First, it is necessary to create an account on the platform. If you already have a Gmail account, it can be used to start using the service.

Visit the Google Tag Manager page, log in with the same Analytics account and then start the setup by entering your company name. Then, you personalize your container, which will keep all the rules and tags you use on the website.

entering google tag managerentering google tag manager

If in your strategy there is more than one website to be managed, it is essential to create more than one container, since it is used for one website only. This practice will even facilitate your later job of monitoring the tags and related metrics.

creating new account in google tag managercreating new account in google tag manager

After completing the above process, you will come across this window:

google tag manager installationgoogle tag manager installation

This is the base code of Google Tag Manager, you must copy and paste the content right after the opening tag of your website.

If you don’t know how to do this and your website is WordPress, you can use the DuracellTomi’s Google Tag Manager plugin, which adds this code without having to modify your templates. If you are still unsure, ask the IT department for help!

How to install Google Analytics on Google Tag Manager?

You start to synchronize your website with Google Analytics as soon as you install your first tag. It is part of the configuration process to choose the tool, which will then integrate the monitoring of your website with your Analytics account.

To create a new Tag, just click on “Tags” in the menu on the left side, and then click on “New”:

google tag manager tagsgoogle tag manager tags

After clicking “New”, Google Tag Manager will want to know where you are going to use that tag. In that case, just select “Google Analytics”:

GTM tagsGTM tags

Still on this screen, you have the option to name your tag. Click on “Untitled Tag” and enter the name you want:

google tag manager tagsgoogle tag manager tags

How to use the feature to install remarketing codes for Facebook Ads and Google Ads?

If you already use the Facebook and Google Ads remarketing and retargeting pixels on your site, you should know how difficult it is to add these scripts to each page. There are several different tools that can do this and each uses a different code.

With Google Tag Manager, this process is much easier and you will not need the help of a programmer. The pixels are generated from the creation of tags, whose principle you have already learned. Follow the instructions below to learn how to generate these tags specifically.

How to Install the Google Ads Remarketing Tag

Step 1: Create Your Tag

Follow the instructions on how to create a tag normally, until you choose the product to be used. In this case, choose Google Ads.

Create Your TagCreate Your Tag

The type of tag we want to use is “Google Ads Remarketing”, so select this option.

Step 2: Configure your Tag

Configure your TagConfigure your Tag

Google Tag Manager will then ask for your conversion code and conversion label. To find these codes, follow the instructions below:

  1. Sign in to your Google Ads account at
  2. Click on the “Campaigns” tab.
  3. In your list of campaigns on the left, click on “Shared library and audience”.
  4. Find the list with the name “All visitors”, click [Tag] in the “Tags / Definitions” column and click on the “Tag” link.
  5. In the code box, the number after “var google_conversion_id =” is the conversion code.
  6. In the code, the number after “var google_conversion_label =” is the conversion label. You can leave the Conversion Label field blank if there is no google_conversion_label in the code box.

Fill in the fields with this data and click “Continue”, as we will not use data layers or specify custom parameters.

GTM configurationGTM configuration

Then, select the triggers for that tag according to where you want the remarketing code to work. There are several options, such as remarketing from visits to just a few pages of the site, when the user clicks on a link, fills out a form, among others.

In the case of this example, we will choose to add the remarketing code on all pages, so we will select “All pages”.

tag manager configurationtag manager configuration

Finally, click on “Create tag” to create your tag, and remember to publish it by clicking on the upper right button.

tag creationtag creation

How to install the Facebook Ads retargeting code

The process of installing the Facebook Ads retargeting code on Google Tag Manager is a little different than what we saw with Google Ads, as there is no “Facebook Ads” option as a tool product.

So, start creating your Tag normally. When choosing the product, select “Custom HTML Tag”.

GTM on facebook adsGTM on facebook ads

In the field of configuring the tag, you will need to copy and paste the code of your personalized Facebook Ads audience.

To find this code, follow the instructions below:

  1. Access Facebook Ads Manager, or manage ads.
  2. Select “Tools”> “Audiences”.
  3. Select your custom audience list.
  4. Click “Actions” and select “Preview pixel”.
  5. Copy the code that will appear for you.

Paste this code into the tag configuration field in Google Tag Manager.

The rest of the process of setting up and creating your Facebook Ads retargeting tag is exactly the same as we saw with the Google Ads remarketing tag.

What other Google Tag manager features are worth highlighting?

More than the functions you saw throughout this content, Google Tag Manager has a multitude of possibilities for integration with other tools. When configuring a tag, it is possible to go far beyond the connection with Analytics, and this is essential to make the marketing strategy concrete.

The monitoring of metrics of different types allows us to better understand the user’s behavior and, mainly, to transform this into strategic information. From this, important decisions can be made so that there are more satisfactory results.

A / B testing

One of the most interesting purposes of Google Tag Manager, running away from direct monitoring, is to be a tool for A / B testing. It connects with solutions in this category, such as Optimizely, Kissmetrics and Crazy Egg.

Thus, it is possible to test different information layouts, banners and pages to understand which ones perform better. Monitoring performance during these periods between the comparison versions allows us to understand which is the most appropriate.

Google Tag Manager is simply an indispensable tool for marketers today. It is able to offer more productivity and still be a script management dashboard, something fundamental for website-oriented strategies.

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