Google Tag Manager harm business

Google Tag Manager aka GTM (and other Tag Managers) are built to settle this love-hate relationship once and for all. To put it simply, Google Tag Manager allows marketers (and other people who do not have direct access to the code base of the website) to inject and run additional Javascript. Please note that Google Tag Manager is not the same as Google Analytics aka GA, they are 2 completely different tools and compliment each other (instead of replacing each other). If you have been using GA to logs and analyze your website traffic and e-commerce performance, you still have to use GA when you start using GTM.

 

Google Tag Manager consists of these 3 main parts:

Tag: A snippet of code (usually JavaScript) added to a page.

Triggers: Defines when and where tags are executed.

Variables: Used to receive or store information to be used by tags and triggers.

Read Also: How social media is using artificial intelligence in 2020?

 

While it may take some time to learn how to use GTM efficiently, it's worth it. Before Google Tag Manager, to add any single piece of Javascript to your website you have to beg your development team to add it in for you. Need to add an event tracking? Get in line behind the urgent site issues and routine maintenance. Now with GTM, you only have to beg them once to include the GTM code on the site, then from that moment on you can embed any Javascript you want via GTM. GTM takes one step further by making event tracking so simple even for non-coders.

 

Ok, it sucks that you cannot monitor all your website visitors, depending on Digital Marketing Company Glasgow  site's visitors demographics you may miss up to 30% or more of the traffic statistics. Tech focused websites and websites with younger (and more educated) audience tend to suffer more. It's the visitors' right to protect their privacy and we should honor that, yet there is an even bigger issue here: your site's important functionalities will NOT work as well.

 

Since GTM is such a convenient way to inject code, people tend to inject all kinds of Javascript including valid and essential script such as your Chat support box. Imagine a user coming to your website with an Ad Blocker that blocks your website's Chat support, this is the side-effect of your GTM being blocked and it hurts the users' experience and lowers your conversion rate.

 

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