Google Tag Manager

What is tag management and why do you need it?

Tags on your website help measure traffic and can assist in optimising your online marketing. 

Tags are integral to most modern marketing tools, from web analytics to retargeting to ad serving to CRM.

Here we’ll be taking a beginner’s look at what tags are, what they do and how you can use tag management to make online marketing less arduous.

Will Google Tag Manager shake up the industry?

On Monday Google announced the launch of its new free tag management system, simultaneously raising the profile of analytics tags and putting the wind up suppliers who currently charge for the service.

As Google explained in a blog post, the new tool “consolidates your website tags with a single snippet of code and lets you manage everything from a web interface,” which should mean you can add new tags without bothering the IT team.

This sort of technology is nothing new, and it’s something we investigated in more detail in our report The ROI of Tag Management

But what does Google Tag Manager (GTM) mean for other vendors, as well as marketers who already use Google Analytics?

To find out, we asked several analytics experts for their views…