Central to effectively measuring web analytics is the ability to actually track user interactions. And as online marketing has become more sophisticated, so has the technology and scripts needed to measure visits, events, conversions, and more.
Today, Google announced a new, integrated way to manage all of these scripts, also called tags, with their new product: Google Tag Manager.
Google Tag Manager allows webmasters to place one snippet of code on their websites, then use the Google Tag Manager interface to dynamically add additional tags later. This prevents site managers from having to update dozens, or even hundreds, of web pages every time the company begins a new marketing campaign.
For example, if you use Google Analytics, your website has a snippet of code in it that allows those analytics to function. But if you begin a retargeting campaign, for example, you have to go back and add an additional code snippet to make the retargeting campaign function. But with Google Tag Manager, you can just add it to the Google Tag Manager interface, and the code will be added to all of the site pages dynamically.
Granted, most modern content management systems make adding tags easier since you only have to update the code in one place. But with Google Tag Manager, these changes can be made even faster, and you don’t have to wait for your web developer to make the change.
Google has a blog post with more details, found here, and a helpful new video about Google Tag Reader: