The Pure SEO Team
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Managing a website is more than just posting content. To create a truly excellent site you need to know what is engaging customers by tracking their interaction on your site
These days you don’t just build a website and expect it to be popular, interesting and productive. You need to work with clients to ensure a site ranks well in search, that it engages customers across a number of channels including social media and that all the collateral online is working toward converting visitors into customers.
In the modern marketing world, most people are generalists with the ability to alternate between a webmaster, developer and researcher. Where you may have previously had to employ a developer to analyse the backend performance of your website, now thanks to Google Tag manager you can see how elements of your website are performing, what’s working and what isn’t, at any time.
You don’t need to design by intuition anymore, creating a website and fine tuning the customer experience for different audiences can be an ongoing iterative process where every step is be measured and quantified.
Even better, you don’t need a whole lot of development experience to use one of Google’s user-friendly website management tools to test your website. Google has made what used to be a complex and technical process easy to manage, all you need is a little time and patience.
The convenience of inserting tags through a tag management solution, as opposed to directly via a site’s code cannot be overstated. You can insert and update standard Google Analytics tracking, AdWords remarketing, conversion codes and third party tags whenever you need.
Often, a development team controls access to editing a site’s code. Working with a third party or across departments within a business. A task as simple as adding a Google Analytics code or an AdWords remarketing tag can require creating a ticket, sitting in queue, verifying setup on a production server and then pushing live, all done by other people, with different priorities and varying urgency.
While having a process in development is important, Tag Manager offers a safe and easy way to reduce any unnecessary steps and give control back to the marketer.
Google Tag Manager requires a single code snippet to be placed across a site, just the once. From that point on, you can add and update tracking codes directly through Tag Manager without modifying the site itself.
Tracking events such as PDF downloads or clicks on outbound links do require some extra setup beyond what Google Analytics will track by default. Normally, this is the addition of some extra code to links or setting up a plugin. From there Google Tag Manager will allow you to track any of these clicks, and will trigger a custom event in Analytics.
While setting up goal tracking for a form with a ‘thank you’ page is simple enough, tracking an AJAX form (which updates part of the web page without reloading it) requires custom code modifications to push an Analytics event.
The only downside is that tracking these form types can be a pain, as setup varies among sites and can involve a process of trial and error to make sure it fires properly.
Now, Tag Manager lets you set up a Form Submit Listener that (wait for it) listen for a form and submits events. You would then trigger a Google Analytics event when a particular form is submitted. Finally, you would set up a goal to show a conversion for that event. From experience, Tag Manager is up to the task and has worked well straight after complex form setups.
Google Tag Manager allows you to give account access to multiple people, with different levels of viewing, editing and publishing privileges. This feature means agencies can share access across a team or with clients while ensuring information stays secure and only giving certain individuals master control.
When you are testing more complex tracking implementations, you often need to ensure the appropriate tags are all firing at the right time. Tag Manager allows you to preview a setup with a debug window showing what tags are firing as you click through the site.
Tag Manager is another of Google’s ingenious software solutions and since its release has helped make the lives of online marketers easier, one tracking code and one handy feature at a time. Make your life easier and your web experience more engaging by tracking exactly what customers want so you can give them more of it.
Contact the team at Pure SEO and we can take care of all the technical stuff for you. We can set up your conversion tracking and analytics so you can see the whole picture from ‘whoa to go’.
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