Google have introduced a new tag management service that allows website owners to streamline the process of managing analytics, advertising, and conversion tags on their site.
Anyone working in online marketing knows the challenges of managing code snippets needed for site performance tracking. These tags often require frequent tweaks or changes, and coordination between marketers and webmasters is not always smooth.
With Google’s new tag manager
Web developers can add a single code snippet to a page, allowing marketers to manage the rest from a dashboard. Google Tag Manager enhances the flexibility and responsiveness of tracking site analytics. It includes features like easy tag testing, version control for rolling back changes, and multi-account/user permission provisions. This makes it ideal for marketing agencies managing client sites’ analytics and conversion tracking.
One of the especially useful features of the service is the ability to design custom rules and macros. In addition, users can attach these rules to particular snippets, making the service more flexible and tailored to specific needs. Consequently, this functionality enables tags to activate on specific pages under certain conditions, all without the need to modify the page’s code.
A major problem
Including a large number of tags on a page can slow down page load time. However, Google Tag Manager addresses this issue by loading tags asynchronously, enabling them to load in parallel with other page elements. Moreover, it uses smart caching, which reduces lag caused by snippet loading, thereby improving website performance. As a result, tags activate quickly without delaying page rendering, enhancing the overall user experience.
There are definitely some possible drawbacks to using Google for tag management. have voiced concerns that using Google’s services limits the choice that businesses have with regard to using competing digital marketing technologies. Google don’t have much incentive to work towards properly integrating the marketing tools offered by their competitors. And, of course, there’s the ever-present concern that this could be another method for Google to collect data about your business. Consequently, this raises a trust issue, as businesses may feel uneasy about how much information Google gathers in the process.
What do you think? Will Google Tag Manager prove a useful tool for your sites? Do you plan on using it? Let us know your thoughts in the comments below.
