Google Tag Manager Offers Help For Digital Marketers
The new tool, Google Tag Manager, aims to simplify the often-complex and time-consuming art of tagging digital content for Websites.Google wants to be a marketer's best friend online. That's why the search company just created its new Google Tag Manager tool to make it easier and faster for online digital marketers to "tag" content on Websites so it can be connected to online users. The free Google Tag Manager is now available in English but will also be offered in additional languages in the future, according to an Oct. 1 post on the Google Analytics blog by Laura Holmes, product manager of Google Tag Manager. "Tags are tiny bits of Website code that can help provide useful insights, but they can also cause challenges," wrote Holmes. "Too many tags can make sites slow and clunky; incorrectly applied tags can distort your measurement; and it can be time-consuming for the IT department or Webmaster team to add new tags—leading to lost time, lost data, and lost conversions." The tool will allow digital marketers to consolidate their Website tags with a single snippet of code and manage them all more easily through a Web-based interface. "You can add and update your own tags, with just a few clicks, whenever you want, without bugging the IT folks or rewriting site code," wrote Holmes. "It gives marketers greater flexibility, and lets Webmasters focus on other important tasks."
By making it easier for marketers to get these tasks completed, it can have a huge benefit for Google's financial bottom line. An estimate by Piper Jaffray analyst Gene Munster in January 2012 pegged Google's mobile ad sales alone at about $4 billion in 2012, up substantially from $2.5 billion in 2011.
- asynchronous tag loading so tags can fire faster without getting in each other's way, and without slowing down the user-visible part of the page;
- easy-to-use tag templates, so marketers can quickly add tags with Google's Web interface, as well as support for custom tags;
- error-prevention tools, including a preview mode, a debug console and version history to ensure that new tags won’t break a site; and
- user permissions and multi-account functionality to make it easy for users to work together successfully.