Category : Analytics

Analytics Reporting

What is Google Tag Manager?

Google Tag Manager What is?

Google Tag Manager What is?

In this post I will try to explain you what is Google Tag Manager (GTM). Probably you have already heard about GTM when mentioning Google Analytics or Google AdWords. They are all brothers from the same family.

Tag Manager if a free tool from Google that allows you to insert a code snippet (tag) within the HTML of a website. In other words, it’s a tag management system. Ok, all cool, but what am I supposed to use this tag management tool for?


Tag Management System


Let’s make an example:

If you work for an organization and you have to manage several websites, you also must have experienced several marketing tags created from several marketing tools (Facebook Ads, Affiliate links, LinkedIn Ads, Analytics, AdWords, etc…). If you want to implement these tags you should insert them one by one into your website pages, which means involving developers or perhaps technical support. This means also that you will have to wait until they have some free time to do this job for you, probably they won’t insert the tag correctly and maybe more issues will arise that you didn’t think of. A huge mess!

With the Tag Management System, however, you can insert only 1 tag, one code snippet, making their life easier and yours too.



Google AdWords + Affiliate Links + Google Analytics + Facebook Ads + LinkedIn Ads + other tags = your website



One code snippet = your website


The result?

You’ll be faster and more efficient.

The main advantages are:

  • Speed: within a few minutes and a few steps you’ll implement the code into your website. You do not have to wait for technical implementation processes in your company…if you know what I mean!
  • Ease: thanks to the Google Tag Manager interface it’s easier to create and modify tags, triggers and variables. It’s a practical and fast way to play with tags for those who don’t eat and digest codes all day.
  • Reliability. You can check if you tag works instantly, so you can fix errors without asking your developers and without risking of losing your analytics data.



A closer look


Let’s have a closer look on how to use GTM for affiliate marketing.

Problem: The company you are promoting as an affiliate gave you their affiliate links and you need a report on the number of times these links, that you placed within your website, have been clicked by your users. In other words, you need to track users that move away from your website (outbound clicks).

Before Tag Manager, the only way to read this report was using a third party reporting tool, probably provided from your client or from another tool, perhaps a paid one.

With Google Tag Manager you can simply create a new tag, which is a container that includes some variables and triggers, which decide where the code has to be placed and when to activate it.

This way you can activate and deactivate the tag from Tag Manager, without touching a line of code within your website.

Lastly, you will need to check your Google Analytics to have a report on users that move away from your website.



  1. Google Tag Manager will create a code snippet, that you need to insert within the HTML code;
  2. You can create as many tag as you wish from the Tag Manager interface without touching a line of code.

Now that you know what tag Manager is, you can create your account and start using it!


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