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Google Tag Manager

Powerful web analytics that underpin data-driven, results-focused digital strategies

At its most basic level, Google Tag Manager empowers marketers to access, amend and manipulate sometimes complex website and user data which is generated by your prospects and customers using your website or web application. Tag Management solutions exist to make this collection as simple as possible. Using Tag Management solutions leads to more agile data management and generally a higher data capability of a marketing team.

Google Tag Manager

Truly effective use of Google Tag Manager, and Tag Manager 360 for enterprise, is only achieved when you’re able to extract every website and user datalayer point in a cohesive, intelligent manner.

Our team is excited by the potential of leveraging Google Tag Manager to enable the better tell stories through data and to enhance your understanding of your audience and website users.

Usually delivered as a standalone project or as part of a wider SEO, PPC or full digital marketing retainer, our Google Tag Manager consultancy has been used by businesses of all shapes and sizes to drive more successful marketing strategies and improved conversion rates.

Our media solutions team are also experienced in implementing server side tagging which will be crucial in the future for accurate attribution and the depreciation of third-party cookies. Our team have hands on experience with hosting Google server side containers on Google’s Cloud Run, App Engine and also using other third party hosting solutions.

Tag Manager 360 is part of the Google Marketing Platform suite.


Customer Data Platforms & Marketing Automation

Additionally, with the use of Customer Data Platforms, Marketing Automation and connected CRMs, collecting accurate and reliable user-level web behavioural and event data is critical to campaign success.

In recent years, to counter the challenges posed by browsers in the light of changing privacy concerns, Google has released an additional tagging container version called Server-Side Containers. To ensure data quality and fidelity are as high as possible, all data mature and maturing businesses should be considering this solution.

Implementing best practice:  utilising a feature-rich Data Layer

Inconsistencies between the way different platforms report can be difficult to manage, especially when it comes to goals and event tracking, and e-commerce.

A data layer is an invisible technical feature which allows the easy abstraction of on-page and user events from your website, into a central tag management system. There’s some set-up required up front, but beyond that, there are very few requirements from developers or IT. For this reason, it’s a really popular option and is quickly being adopted by most content management systems and ecommerce platforms.

There are various other benefits of utilising a data layer with Google Tag Manager, and these include permission-managed access to utilising the data, for your agency for example, consistency between platforms driven by the same origin data, and simpler debugging if you run into data quality issues.

Google Tag Manager Use Cases

The data you want to see and how you want to use it will likely be unique to you – which is why we offer custom solutions across all of our data and analytics services. The following example use cases serve as examples only; get in touch to discuss your specific needs.

Social Media Tracking

If your business is investing in social media advertising on platforms like Facebook, Twitter and Instagram, you’ll likely be using their events/tags/pixels to track your activities. We’ll help you pull that information into GTM to make it usable alongside other data providers like Google Analytics and/or your own internal solutions.

Facebook Audience Building

Facebook’s advertising platform can be very powerful, facilitating targeting on a granular level. With the help of GTM, we can take this to the next level, building more detailed custom audiences based on inputs such as email address.

Data Mirroring Across Analytics Packages

If you use analytics packages other than Google Analytics, it can be difficult to pull all that data together into one usable dashboard. We’ve used GTM to mirror traffic data into platforms like Omniture, Snowplow and Adobe Analytics.

Ecommerce Analytics

Manipulate ecommerce data using Google Tag Manager combined with Google Data Layer and Google Analytics to surface information such as currency codes or product batch information, which can then be used to optimise user journeys, plan your stock levels and improve conversion rates.

Goal Mirroring For Consistency

If you’re employing a multi channel approach, you’ll know that different channels often have their own reporting metrics. We’ll use GTM to minimise the gap between disparate attribution models between platforms like Facebook and GA.

Doubleclick And Floodlight Rollouts

Google Tag Manager provides an excellent solution to businesses using DoubleClick and Floodlight to give better control over programmatic audience creation. As a Google Premier Partner, we are well placed to help.

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