Google Tag Manager: How It Helps in Tracking Events on Your Website

Nowadays every business organization, irrespective of its size or capital, comes with a unique website that represents the company to its target audience. Manifestly, various digital marketing tools and strategies such as SEO (Search Engine Optimization), or Google Analytics come into play for the overall amelioration of that business. Whenever Google Analytics is discussed, the application and implementation of Google Tag Manager is bound to come. Here, a few aspects of this ingenious system would be discussed to provide you an insight into the tracking process of certain events on your website. (Information credit:

Google Tag Manager – An Overview:

Google Tag Manager or GTM can be simply defined as a tag management system that Google created in order to manage HTML and JavaScript tags. Both of these tags are capable of analyzing and tracking various websites. The first version of Google Tag Manager was introduced in 2012 with the following tag templates:

  1. Google Analytics
  2. DoubleClick Floodlight Counter
  3. DoubleClick Floodlight Sales
  4. AdWords Conversion Tracking
  5. Custom Image Tags (for every other image pixel)
  6. Custom HTML Tags and
  7. Google Display Network Remarketing

In October 2014, the second version of this system was launched with significant improvement and more user-friendly features. Google Tag Manager API was also announced along with the release of version 2.

Steps to Follow During Event Tracking Using Google Tag Manager:

Website events refer to certain user behaviors such as form submissions, button clicks, views on certain videos, etc. All of these events occurring on your website can be quite easily and accurately tracked by Google Tag Manager. All you would need to do that is following some simple steps properly. Here, those important steps are discussed for your convenience:

  1. Compilation of a List of Events: The very first step of event tracking is to determine which events you are willing to track. This step is very important as the total number of events occurring on your website might overwhelm and confuse you and hence you must renounce the approach of tracking every single event. Besides, analyzing every event after tacking them consumes too much of your valuable time. For proper compilation of track-worthy events, you can make a compiled list of macro and micro conversion events. Macro conversion events denote the specific events that your customers go through to either make a purchase or to submit a form. On the other hand, the micro conversion events bespeak of increased audience engagement by determining the augmentation in the number of button clicks or views. Once you have a compiled list of prioritized events, the tracking process using GTM becomes much more effective.
  2. Setting up Event Triggers: Triggers are especially designed to determine which events you want to track using GTM. As per its default mechanism, Google Tag Manager tracks all of the events happening on your website regularly but doesn’t provide you with the report unless you ask for it specifically. Triggers help you to specify such events and send them to various services like Google Analytics. CSS element selector is the most frequently used tool for setting up event triggers. This tool is used by proper execution of the following steps:
  • Selection of Elements: Usually all events are tagged with HTML which comes with three key components namely the tag name, the attribute name, and the affected content. Based on these key components, you would be able to select suitable HTML tags for event tracking using CSS selector. The CSS selector would be used as a search query language for specific identification of HTML tags.
  • Enabling the Element Selector: Once you enable the element selector in Google Tag Manager, it would identify different events worth tracking on your website based on different ascriptions such as “Click Element”.
  • Identifying CSS Selectors of Specific Events: This step concerns properly identifying unique CSS selectors for each event using Google Chrome Web Development Tool.
  • Setting up the Trigger: This is the final step where you would set up a new trigger by going to the “Trigger” section of Google Tag Manager.
  1. Setting up the Tag: In this step you would need to set up a tag that would send the event trigger to Google Analytics. This step can be executed quite swimmingly by keeping a few things in mind:
  • Proper tag configuration by providing minute information based on parameters like category, action, label, and value
  • Connecting the configured tag with the trigger
  1. Debugging: This is perhaps the most important step of using Google Tag Manager for event tracking because no matter how carefully executed the previous steps, the probability of committing a compilation error and creating a bug is huge. The preview function of Google Tag Manager is a perfect solution for this problem. Once you are finished with triggering certain events for tracking, you can click the “Preview” button on GTM to examine whether there is any error occurred during the previous steps. The preview function is capable of pointing out the exact place where the bug is generated so that you can rectify it readily. Once you are absolutely sure about final submission, you can save the changes you made and publish the triggered events for tracking.

Advantages of Using Google Tag Manager:

Google Tag Manager comes with several advantages including:

A. Simple Implementation: GTM does not require any additional code onto your website. As a result, you can implement this system on your website without any prior knowledge of coding or computer programming.

B. Adaptability: Google constantly changes its tracking mechanism for security issues. As a result, it becomes very difficult to adapt with the new tracking system at times. Google Tag Manager helps you avoid this hassle by adapting with the new tracking mechanism automatically.

C. User-friendly Interface: GTM offers a very user-friendly interface for event tracking where people with minimal technical knowledge can operate successfully and enjoy its benefits in tracking specific events.

With the advancement in technology, the way of conducting business is changing rapidly. Under the circumstances, constant monitoring of certain events on your website has become an absolute necessary. So, using Google Tag Management to track certain events would only expedite appropriate decision making and consequently would make your business more profitable.

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