Having used some of best tag management solutions out there such as tealium, I know the value of tag management that works. Unfortunately, up until recently, tag management was only a pipe dream that marketers could only afford if they had an extra $5k per month in the kitty. This used to be extremely disappointing given how useful tag management is, yet how difficult it is to demonstrate ROI on the P&L. Enter Google Tag Manager, a free solution that can be deployed in less than 10 minutes onto any self hosted website.

What Is Tag Management

But let me rewind a little and initiate those who are just getting started with tag management. When you want have multiple display campaigns, search campaigns, affiliates, analytics tracking tags on your site it can become very javascript intensive. Which basically means that the site may load slower and perform worse under load. Devs don’t seem to enjoy placing tags on websites for this reason. Also, if you want to get a campaign up and running quickly, you don’t want to be relying on developers to schedule in work for release.


Tag management means that you only ever have to ask a developer to place one single master tag onto the website which will conditionally pull/fire/call other javascript from a the cloud. This means that you can trigger pixels to fire when a particular page is loaded, event is trigger and many other conditions. One such example is when you want to make you Google Adwords conversion pixel fire in the event of a sale.



The Google Tag Manager

Other than the fact that Google has just stepped in a crushed the burgeoning tag management enterprise, which as an entrepreneur I hate, as a marketer, I think it is freaking wonderful. The tool is superbly robust, extremely easy to use and makes a ton of sense for any serious e-commerce marketer. Sure, it has a limited range of supported tags (so limited that it only gives you the Google ones by default.. surprise surprise), but who cares! You can still add external tags extremely easily, test, publish and rock and roll in minutes. Plus, you can do some pretty nifty stuff with passing attributes as a macro (such as a transaction ID) to external affiliates, just to keep them honest.

Don’t get me wrong, pretty much all tag solutions do these things. Google just does it for free, and it does it very well.

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