Google Tag Manager: New Google Product

google-tag-managerToday Google announced a new product to the world: Google Tag Manager. It is an extremely important addition to marketers, as it allows them to add or remove tags used for marketing and measurement without the need to ask from webmasters to change the website code. According to the Google Tag Manager help center:

Google Tag Manager allows you to conveniently manage tags (such as tracking and marketing optimization tags) on your site. You can add and update AdWords, Google Analytics, Floodlight and non-Google tags from the Google Tag Manager user interface instead of editing site code. This reduces errors, frees you from having to involve a webmaster, and allows you to quickly deploy tags on your site.

Basically, according to Phillip Klien, a tag management system is a solution that controls the deployment of externally hosted JavaScript “page tags”, very similar to what a Content Management System does for content. It helps optimizing website performance and lets webmasters focus on other important tasks.

Below we discuss some of the capabilities and tags supported by the Google Tag Manager.

Which Tags Does Google Tag Manager Support?

The Google Tag Manager offers different tag templates for AdWords, DoubleClick, Analytics and Remarketing to minimize errors, but it also allows custom tags. Below is a list of the tags supported, for an explanation about each of them, check this help center article:

  • AdWords Conversion Tracking
  • DoubleClick Floodlight Counter
  • DoubleClick Floodlight Sales
  • Google Analytics
  • GDN Remarketing
  • Custom Image Tags
  • Custom HTML Tags

Google Tag Manager Functionality

google tag manager

As shown above, Google supports various tags out-of-box and custom tags. But some of the tags, such as the AdWords Conversion Tracking, have “special needs,” they must appear in a limited number of pages when a conversion is completed. As we can see in the screenshot above, we have four main functionalities in the tool:

  1. Create a new Tag: any number of tags can be added to a container. A container is the code you should create for each website you own. And if you own multiple websites, you can create multiple containers for your account.
  2. Create a new Rule: this tells Google when to fire each of the tags (i.e. fire a tag just in a specific page).
  3. Create a new Macro: name-value pairs for which the value is populated during runtime. These are the conditions that will be used to create tags and rules.
  4. Create a Version: when a new tag or rule is added to a container, they do not take effect until you publish the container. Whenever a change is made the change must be published and a new version will be added to the Container Versions page

For a more in-depth overview of how to use the Google Tag Manager, check this step-by-step guide. Here is a product tour created by the Google team:

Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

Related Topics: Channel: Analytics | Google | Google: Analytics | Google: Display Advertising | Google: Marketing | Top News


About The Author: is the Founder of Conversion Journey, a Google Analytics Certified Partner. He is also the founder of Online Behavior, a Marketing Measurement & Optimization website. You can follow him on Google+ or Twitter.

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  • Amin Shawki

    Great article about Google Tag Manager! We’re excited for this new marketing tool as well. The problem we noticed is the hassle it can be spending a lot of time searching for those tags in your website’s code, especially as a marketer. So we created a tool that finds tags in in your website’s code and generates a report of all tag locations for you. will save so much time automatically pulling tag locations for you and sending you a report, definitely worth a look.

  • Dewaldt Huysamen

    Hi Daniel. I checked it out just now but my concerns is with Event tracking. I see there is a way to add it but when I look at it I see one can not add event tracking tags yet so for instance some one clicks to show number etc.

  • David Edwards

    It’s a shame that it doesn’t currently work with the Webmaster Tools tags – you can stick it into the tag manager fine as HTML Tag, but verifying the site through WMT returns a “We couldn’t find the verification meta tag” error. Makes sense why though – WMT are scraping your site for this tag and coming up empty because obviously it isn’t there.

    Anyway, I hope they sort a fix for this. It’ll be great to store all my Google website malarkey in one place.

  • Luis Galarza

    This is indeed an important new service to help improve speed, not just for your site, but for IT department.

  • Dan Maher

    Pretty slick. I know there were many a time in my career where I left a website meeting wondering why the marketing people couldn’t learn to handle their own tagging since it was so immediate and urgent and critical. Now I could happily show them this tool and send them on their merry way! They actually COULD and WOULD do it themselves with Tag Manager! All the cycles that would free for reading the rest of the internet…

  • Atul Sharma

    Awesome tool by google. Thank for sharing a brief description.

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