GOOGLE TAG MANAGER
Bring the power of data collection into your marketing team and increase capability, reporting and results.
Google Tag Manager (GTM) allows businesses to add and manage marketing/analytics tags on their websites via a container. By using GTM, businesses can add, edit, and disable tags without requiring technical expertise or the need to update website or app code.
Leveraging the power of GTM better enables teams to extract datapoints in a quick and effective manner. Aside from a handful of common datapoints, the data you wish to see will be bespoke which is why we provide a custom solution so we can exactly meet your needs.
GOOGLE TAG MANAGER CAPABILITIES
Google Tag Manager opens many doors for tagging and tracking, from simple pixel implementation to analytical data mirroring, we are here to help.
Whichever analytics platform you are using, GTM will not only consolidate your tracking into one place it will also allow you to tie together sources to align the data you are feeding into reporting and optimisation. We install, configure, migrate (if needed) and manage accounts and containers to give you complete control over your data, expanding your capabilities to make business decisions using data you can trust without having to rely heavily on development teams.
The more platforms you are using, the more pixel/tag implementation is required. Social media platforms such as Meta/Facebook, LinkedIn, TikTok require tracking pixels to act as the bridge to bring events (eg sale, lead, time on site) into the accounts for optimisation and reporting. We use GTM to manage the entire process without the need to lean on dev resource, outbloom will plan, distribute and test all tags to ensure data is consistently flowing into the accounts, however complex this may be.
DATA DISPARITIES
Whether Paid Search, Display, Social and more – most advertising platforms report performance differently, this creates disparity between the data you receive and makes it difficult to digest. We use GTM to help mirror traffic across different analytics platforms such as Google Analytics and Omniture, pulling all the data into one place, making it easy and digestible for whatever use case you require. Not only helping for short term optimisations, but for long term planning and forecasting.
BEHAVIOURAL TRACKING
GTM offers users the ability to track additional attributes through the data layer which can then be passed into your analytics platform for detailed segmentation, exclude/fire certain tags based on the actions your users are taking such as being logged into an account or not, and much more. By housing this within GTM, the customisation and deployment is controlled, consolidated and future proofed.
FREQUENTLY ASKED QUESTIONS
We do, and if not GTM, then through an equivalent tag management platform. Deploying tracking tags through GTM offers a streamlined and efficient approach that grants control, agility, and flexibility to the marketing team, without having to lean on developers. Testing and debugging becomes a breeze with GTM and being able to rollback to pervious versions is super useful when amending tags.
It really depends on the requirement, this could be part of ana analytics set up, a one off GTM implementation project or ad hoc consultancy on a particular tag. There isn’t one fixed fee nor an average project length we can work with, we will scope out the project to the very last detail and provide you with a holistic view on how to meet your requirements.
This is case dependent, but more often than not we will need the developers to deploy containers and run the team through the back end, especially for ecommerce sites. This allows us to gain an understanding of all elements such as the data layer in case we were to deploy ecommerce tracking for example, additionally if we have a lead gen site we may need to ensure buttons are assigned labels, etc.
This can be viewed on a case by case basis as some set ups may lend themselves to not using GTM, however, speaking generally, the reliance on developers, risk of code conflicts, drawn out testing process, and lack of control for the marketing teams are just a few.