Successful online marketing campaigns today usually start with having good “data.” You need to be able to answer basic questions, such as: Can the brand identify its target audience? Or what does customer behavior on the website look like? These are essential pieces of information for marketers, who must constantly seek out various tools to gather data and use it to fine-tune their online marketing plans for maximum effectiveness. The problem, however, lies in the complexity and hassle of website back-end systems, especially when there are multiple websites or pages that need to be managed.
Many people are likely familiar with Google Analytics, a popular tool used by marketers worldwide to analyze website access data through various factors. But when it has to work together with other marketing tools such as Google Ads or Facebook Ads, you have to worry about managing coding, which requires a high level of understanding. And if you make a mistake, it can cause even more problems. But what if there were a tool that could come in and solve the complexity and hassle of the work, making it more convenient and faster? In this article, Relevant Audience will introduce you to “Google Tag Manager,” another popular helper for marketers.
Getting to Know Google Tag Manager
Google Tag Manager (GTM) is another tool from Google that is available for marketers to use for free. It allows website owners to update tracking codes and other related codes—what marketers commonly call “tags”—conveniently and quickly directly from the user interface, without having to rely on a web developer and deal with the hassle of managing code. In addition, GTM is not only used to manage tags or various codes; it can also be used to do event tracking (recording user behavior data on the website), Enhanced E-commerce, or other advanced techniques that are useful for online marketing planning.
Google Tag Manager and Google Analytics
Google Tag Manager (GTM) and Google Analytics (GA), both of these tools are important helpers for marketers in bringing the data they obtain to support decision-making in online marketing planning more easily. However, both GTM and GA have entirely different roles and functions. The key difference is that GTM is used for storing and managing various codes—comparable to a container that gathers codes or tags, whether it be Google Analytics, Google Ads, or Facebook Pixel, which we want to install in order to view the results conveniently and quickly. Meanwhile, GA focuses on taking various data into the data analysis process, such as User Reports, Conversions data, and Engagement.
How to Sign Up and Install Google Tag Manager—You Can Follow Along Right Away
- Sign up by going to the TagManager website
- Click the Create Account button
- Fill in the details as follows
- Click the Create button
- Then, read the terms of service and click Accept. Just like that, you will be able to install the Tags you want on your website.
Installing the GTM Container
After signing up for an account, GTM will display a box with installation instructions (the following steps require a little knowledge of code) as follows:
As shown in the image, it recommends placing the Javascript code into the Coding section of your website. It is divided into two parts: the first part of the code will be embedded in the <head> section of the website, and another set of code will be embedded in the <body> section so that the system can function.
How to Connect Google Analytics 4 and Google Tag Manager
To reduce complexity in online marketing planning and minimize errors, installing Google Analytics through Tag Manager is the top choice that skilled marketers worldwide prefer. Since Google announced that GA4 Properties would be the default whenever a new Analytics Property is created, this article will introduce the simple steps that will help you connect Google Analytics 4 with Tag Manager.
Start by creating a Trigger to define how various Tags will operate
- Click Triggers > New
- Name the Trigger
- Select the Trigger Type as “Page View”
- Under This Trigger fires on, select “All Page Views”
- Click Save
After that, create a Tag
- Click Tags > New
- Click Tag Configuration
- Name the Tag
- Under Tag Type, select “Google Analytics: GA4 Configuration”
- Enter the Measurement ID (explained in the next section)
- Click Triggering
- Under All Pages, select “Page View”
Where Can You Find the Measurement ID?
When creating a Tag, many people may run into trouble at the step of entering the Measurement ID because they don't know where to find it. Finding the Measurement ID starts with:
- Open your GA4 Property
- Click Admin
- In the Property column, click “Data Streams”
- Select Web-Based
- The Measurement ID will be in the top right corner
The limitation of using only Google Analytics is that the user needs to have a fair amount of expertise in coding. If a brand has to manage campaigns across multiple platforms, it is best to know how to use Google Tag Manager, which is full of solutions for resolving the complexity and hassle of managing the website's back end—helping you save time on your work and maximize the effectiveness of your marketing plan.
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Relevant Audience is a company that provides services as a Digital Performance Marketing Agency, with the main goal of delivering digital marketing services that help businesses reach the target audiences who are looking for their products or services at the right time, place, and device, through various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization), all the way to Influencer Marketing, and we are also part of the Google Partners program.
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