Google Tag Manager

Google Tag Manager (or GTM) is Google's tag management system (or GTS!). Like other tag management systems, GTM is used for adding snippets of code - analytics code for example - to a website without the need for development. But unlike some rival tag management solutions such as Tealium, Google Tag Manager is totally free. Its simplicity makes it both extremely powerful and, perhaps, daunting at times.

4 October 2020
Google Analytics: how to filter out traffic from logged-in admins

You don't want your Google Analytics account to track your own activity. Rather than using an IP filter, just exclude traffic from logged-in admins.

28 June 2020
Using data layer values in your Google Publisher Tag

The data layer and Google Publisher Tag key-values both pass structured data from your site to an external program. Both consist of key-value pairs.

23 August 2018
One piece of Google advice not to follow when installing Tag Manager

I love Google Tag Manager, I really do. But when you install it, don't follow the advice that Google gives you: The installation code shouldn't be pasted as high in the <head> of the page as possible. It should be pasted below the data layer snippet. As Google itself explains elsewhere: It's important that this […]

18 August 2018
I love Google Tag Manager but I'd love it even more with a few more tooltips

I love Google Tag Manager, but it has a steep learning curve - and the UI doesn't always help in that regard. Take, for example, the 'tag firing options' which determine how tags fire on web pages. Pretty fundamental, right? And there are only three options to choose from - Unlimited, Once per event, and […]

James Clark
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