GOOGLE TAG MANAGER AGENCY

OWN YOUR DATA COLLECTION WITH STREAMLINED AND AGILE TAG MANAGEMENT.

Brands the team has helped grow

GOOGLE TAG MANAGER AGENCY

Google Tag Manager (GTM) is a free tool that allows marketers to manage tags via a container. Used by over 70% of websites, this tool can remove the need for developers and give you control over your data collection.

GTM centralises all of your tagging, whether it is a Google Ads pixel or a piece of code to track an event on your website. These are all managed within GTM and can be debugged, tested, and more, directly from the platform.

Deploying your container and adding Google Analytics, Google Ads, Meta Pixels, etc. is the starting point. To take your data collection further to tell the complete story of your audience and website, you’ll need an understanding of advanced tracking techniques, custom events, and data layers that can capture the nuanced behaviors and interactions unique to your site.

We’ve managed GTM projects for brands of all sizes and understand your frustrations, whether it’s changing privacy concerns, Server-Side tracking, or having to prioritse your tags in a long list of development tickets. You’ll have an expert team to guide you through your bespoke project roadmap, empowering you to take full control of your data and make informed decisions with confidence.

CASE STUDY

Going toe-to-toe in the SERP against industry titans

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.

ECOMMERCE ANALYTICS

Whichever analytics platform you are using, GTM will not only consolidate your tracking into one place but also allow you to tie together sources to align the data you are feeding into reporting and optimisation.

We plan, install, configure, migrate (if needed), test, 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.

SOCIAL MEDIA TRACKING

The more platforms you are using, the more pixel/tag implementation is required. Social media platforms such as Meta/Facebook, LinkedIn, and TikTok require tracking pixels to act as a bridge, bringing events (e.g., sale, lead, time on site) into the accounts for optimisation and reporting.

We use GTM to manage the entire process without the need to rely on development resources. outbloom will distribute and test all tags to ensure data is flowing into the accounts, no matter how complex.

DATA DISPARITIES

Whether Paid Search, Display, Social, or more, most advertising platforms report performance differently, which creates disparity between the data sources you receive and makes it difficult to digest.

GTM helps to mirror traffic across different analytics platforms, such as Google Analytics and Omniture, pulling all the data into one place to make it easy and digestible for any use case you require. This approach not only aids in short-term optimisations but also supports 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. It also allows you to exclude or fire certain tags based on user actions, such as whether they are logged into an account or not, and much more.

By housing this within GTM, customisation and deployment are controlled, consolidated, and future-proofed.

FREQUENTLY ASKED QUESTIONS

DO YOU RECOMMEND DEPLOYING TRACKING PIXELS THROUGH GTM AS STANDARD?

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 rely on developers. Testing and debugging become a breeze with GTM, and the ability to roll back to previous versions is incredibly useful when amending tags.

HOW DO OUTBLOOM APPROACH ONGOING GTM MANAGEMENT FOR CLIENTS?

It really depends on the requirement. This could be part of an analytics setup, a one-off GTM implementation project, or ad-hoc consultancy on a particular tag. There isn’t a fixed fee or an average project length we work with. Instead, we will scope out the project to the very last detail and provide you with a holistic view of how to meet your requirements.

DO YOU NEED DEVELOPERS INVOLVED FROM DAY ONE IF GTM HAS NEVER BEEN USED?

This is case-dependent, but more often than not, we will need the developers to deploy containers and walk the team through the back end, especially for e-commerce sites. This allows us to gain an understanding of all elements, such as the data layer, in case we need to deploy e-commerce tracking. Additionally, if we have a lead generation site, we may need to ensure buttons are assigned labels, etc.

WHAT ARE THE DRAWBACKS OF NOT USING GOOGLE TAG MANAGER?

This can be assessed on a case-by-case basis, as some setups may not lend themselves to using GTM. However, generally speaking, the reliance on developers, the risk of code conflicts, a drawn-out testing process, and the lack of control for marketing teams are just a few of the challenges that can arise without GTM.