Google Tag Manager audit and setup

Google Tag Manager Audit & Setup

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Auditing and setting up Google Tag Manager correctly is probably the hardest thing to explain why you need it, but it's where a lot of the magic happens.

We'll explain.

Chances are you work with a complex team of people who are involved in one way or another with the creation of your client facing web site.

You will have marketing people, web design people (front end), web developers (back end), UX contractors (user experience) and they will all be contributing ideas on what happens on your site.

One of the cornerstones of any successful traffic acquisition strategy is the ability to log and report on what those visitors have done, where they came from, what device were they using and other pertinent pieces of information.

In order to capture some of that information solution providers give your marketing team tags, which are in layman's terms small pieces of code, either in javascript or some other type and there will be instructions to place this code on specific pages.

What then happens over time is that the code embedded on the page makes the page load slower.

If someone updates the page and there was code there that is removed then certain items might stop working.

You find out weeks later when someone asks why the conversions from Facebook Ads are not working any more and performance has fallen off a cliff.

It's a data integrity issue.

The concept of Google Tag Manager is that it acts like a storage facility where all of the separate items of code, or tags, can be housed.

Triggers can be set up to dictate what pages the tags fire on.

Variables can be set up so you can extract information from certain pages and make them available to other tags.

Examples of this might include the transaction ID and the transaction total of an ecommerce purchase.

Spades Media have been discovering better ways to deploy code, efficiently, effectively and the result is that code looks neater, pages load quicker and the underlying data you capture means you are able to generate more sales, with less effort.

As part of our Tag Manager set up process we :

  • Complete a detailed Google Tag Manager audit
  • Configure tags than can be removed from being hard coded on the site to fire from the Google Tag Manager container
  • Setup logical triggers, so that if code doesn't need to be shown on a page it won't
  • Setup built in and custom variables to capture a detailed dataLayer configuration for use with platforms like Google Ads, Facebook Ads

So, if you want to discuss auditing or setting up Google Tag Manager as a standalone solution that is perfectly acceptable, but we find it's a great starting point towards a more robust performance marketing strategy.

We also provide Google Tag Manager training if you think it would benefit your in-house team.

If you are up for a discussion on how to get best in class Google Tag Manager set up for your business, then let's talk.

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