What is Google Tag Manager? How to use GTM from A to Z

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Google Tag Manager (GTM) is a popular tool for people who make Google ads, but with SEOER this is a rather strange tool. Part of this strangeness is that SEOs are often too focused on the results of keywords but forget the main goal of SEO is to improve the user experience and make a profit.

So read through this article, you will definitely love Google Tag Manager with functions that you will have to be surprised.

In this article, Shareblogtips will explain more about what is Google Tag Manager? The benefits that GTM offers and how to use GTM in your Digital Marketing campaigns.

What is Google Tag Manager?

When Tag Manager is installed, your website or app will be able to communicate with the Tag Manager servers. You can then use Tag Manager’s web-based user interface to set up tags, establish triggers that cause your tag to fire when certain events occur, and create variables that can be used to simplify and automate your tag configurations.

A collection of tags, triggers, variables, and related configurations installed on a given website or mobile app is called a container. A Tag Manager container can replace all other manually-coded tags on a site or app, including tags from Google Ads, Google Analytics, Floodlight, and 3rd party tags.


Easy to understand, like this, if done manually, you will have to install Google Analytics code, Google Search Console, Facebook Pixel, Google Ads, … into the source code of the website.

Google Search Console & and anything you must know 2020

Although the campaign and promotion levels let you install more or fewer cards, the higher the level, the more cards you have to install.

As for Google Tag Manager, you will install and manage all the tags in this tool without regard to the website source code, which will reduce the risk to the website especially for non-programmers, not to mention the website to load multiple JS sections will reduce the speed of website loading.

I was also the one who used to depend a lot on the IT people in the very small problem of installing the tracking code, sometimes it takes 2-3 days for the website designer to install the code for themselves, with a reputable website. waiting for that time is too long.

But GTM brings you not only that, let’s find out

Benefits of Google Tag Manager

As mentioned in the definition, the main function of Google Tag Manager is to update and manage all tags added to the website

  • Track customer behavior
  • Measuring website conversions, supporting A / B testing deployment
  • And a lot of other small functions, so now let’s start with how to implement Google Tag Manager.
Google Tag Manager benefits

Considerations before you install GTM

To save time and confusion, here are some things to consider before you begin your Google Tag Manager implementation.

Account management

When you first set up a Tag Manager account, put a strategy in place for who will manage the account over the long term, and to define how account ownership will be handled should a member of your team change roles.

Have a strategy that will help to ensure that if someone leaves your organization and their account credentials are terminated, the organization will maintain access to your Tag Manager account.

Some organizations delegate administrator roles to multiple users. Others create a dedicated master Google account just for Tag Manager administration for their organization. Choose the system that works best for you.

Set up one Tag Manager account per organization. The organization for which the tags will be managed should create the Tag Manager account. For example, if an agency manages tags on behalf of your company, then your company should create the Tag Manager account and add the agency’s Google account as a user.

Agencies can manage their clients’ existing accounts in the admin section of Tag Manager. Multiple users can manage the same Google Tag Manager account, and each user can be given different access permissions by the account administrators. 360 customers can add and control additional containers using zones.

Multiple web domains

The best practice is to set up one container per web domain. However, if the user experience and tags on a website span more than one domain, it’s best to set up a single container that serves all the domains involved. Here are a few considerations:

Configurations can’t easily be shared across containers without using container export and import, or by using the API. If the tags and firing logic is similar across domains, use a single container.

When someone publishes a container, all changes go live, regardless of domain. If you need to apply changes to one domain without affecting other domains, use a different container for each domain.

Learn more about cross domain measurement.

Consider what tags you will need and where to deploy them.

The best practice for every Tag Manager implementation should be to start with an analytics strategy and tag implementation plan. Identify all the tags you have deployed on your existing site or app. For new projects, identify the kinds of tags you will need.

Think about what information you want to collect and determine if there are additional tags you want to deploy. If the data you want to collect is not available, refer to the developer documentation for information on how to pass additional data to tags.

If all of your tags fire as pages load, and each page has a unique URL, a basic container implementation is sufficient. If your tag firing scenarios are more complex, you may want to implement a more customized container implementation. These custom solutions often implement a data layer, which is code that helps Tag Manager pass data from your site or app to your tags.

Setup and install Tag Manager

To start deploying Google Tag Manager, you must visit and sign up for a Google Tag Manager account, if you already have a Google account, you can log in now.

I recommend you to use your Google Analytics account login for setting up your Google Tag Manager account.

Log in to your Google (Analytics) account and navigate to this URL.

Note: GTM has 2 types, GTM for website and application, in this article I will only talk about GTM for the website.

Create a new account and container

  • In Tag Manager, click Accounts and then Create account.
  • Enter an account name and optionally indicate whether you’d like to share data anonymously with Google and others.
  • Click Continue.
  • Enter a descriptive container name and select the type of content: Web, AMP, Android, or iOS. If setting up a mobile container, select whether you’re using the Firebase SDK or one of the legacy SDKs.
  • Click Create.
  • Review the Terms of Service and click Yes if you agree to those terms.

When your new container first loads, you will be prompted with the web container installation code snippet, or to get started with Tag Manager as part of the SDK for your chosen mobile platform. You can install your code snippets now, or click OK to clear this dialog. You can always set up your container first and install the container snippet or SDK later.

Add a new container to an existing account

  • In Tag Manager, click Accounts and then More next to the relevant account name.
  • Choose Create Container.
  • Repeat steps 4–6, listed above.

Install the container

  • In Tag Manager, click Workspace.
  • Near the top of the window, find your container ID, formatted as “GTM-XXXXXX”.
  • Click your container ID to launch the Install Tag Manager box.
  • Copy and paste the code snippets into your website as instructed in the Install Tag Manager box, or download and install the appropriate mobile SDK. See below for tips on web, AMP, and mobile installation. You will get a Tag Manager and gtag code like this.
code Google Tag Manager

To see if your website has successfully received GTM code, you can install the Google Tag Assistant add-on for the Chrome browser to check.

Google Tag Assistant add-on for the Chrome

If Google Tag Assistant reports a green tick, then the Google Tag Manager installation phase has been completed.

Google Tag Manager installation phase has been completed.

If the tag manager appears red, you did something wrong, so you haven’t installed it successfully. Please check your card location.

How to Use Google Tag Manager: Tags & Triggers?

Let’s take a closer look at the components of GTM – Google Tag Manager and how to use them to send data – such as page views and link clicks – to Google Analytics.

First, you should grasp some of the concepts of GTM and how to use them to get data such as page views, click links to Google Analytics.

In GTM, there are 2 main components:

  • Tags (action) – notify the Google Tag Manager what you are trying to do, such as “you are sending a page view to Google Analytics.”
  • Triggers (enabled) – notify Google Tag Manager when you want to attach a tag manager, such as “anytime someone visits your webpage”

Before trying to understand how these two parts work together, create an account first.

Setup Google Tag Manager

Basically, how to setup Google Tag Manager has 5 main steps:

  1. Create a new tag manager tag
  2. Select the Google Analytics item: Universal or Classic Analytics
  3. Format card structure
  4. Identify triggers
  5. Set up and name tags

Creating an account is really easy. Just visit the “Google Tag Manager” page and log in. You will then be asked to set up the content.

Typically, you will create content for each site you want to track. Once you’ve created your first account and content, Google Tag Manager will give you a snippet like the following image:

code Google Tag Manager

Just copy and paste this code right after the opening tag on your website. If your website uses WordPress, there will be a number of plugins like OptimizePress 2.0 that will make it easier to deploy these operations.

Step 1: Create a new tag

After creating your account, start creating the first Tag. Without complicating the problem! Just do it simply!

For example: In this first tag, I want Google Tag Manager to report a pageview to Google Analytics whenever someone visits the website.

Here is the specific setup …

Create a new tab by clicking the “Tags” tab on the left menu bar and then clicking on “New”.

Create a new tag

Then Google Tag Manager will want to know the type of product you want to tag. Here you choose Google Analytics.

Step 2: Select the Analytics item

In GTM (Google Tag Manager), the tool gives you two choices: Universal or Classic Analytics. Usually, we will choose Universal. Because it is available by default and this is also the latest version of GA.


After selecting “Continue”, you need to provide GTM with information about the Page view information sent to.

Step 3: Format your card structure

In this case, you need to fill in your real Property ID information. For example, Property ID is “UA-12345678-9”

(If you do not know your exact ID, see the instructions below)

Customized Google Tag Manager Settings and Attribution Tracking

Step 4: Identify triggers

After selecting “Continue”, you need to define the trigger again. Remember that “trigger” is the way you notify GTM when it needs to activate this special tag.

In this case, you want to report the page view number when someone visits the website. So we will select “all pages” from the list of preset triggers.

google tag manager

Step 5: Set up and name your tag

After selecting “All Page”> Continue to select “Create tag”

Google Tag Manager will ask you to name a new card. For example, I named this tag “GA – Page view”.

Google Tag Manager

Here is an extremely easy tip … GTM will list all the cards in alphabetical order.

That’s why I started this tag name as “GA -“. To make sure all my Google Analytics tags are grouped together and easily found right after.

Once the card has been named, the final step is …

Google Tag Manager will not post your changes immediately. Instead, like when you create a WordPress post, you will need to “Publish” your changes.

Note: Avoid duplication of your data. If you use Google Tag Manager to control your Google Analytics.

Note: Remove the existing Google Analytics tracking code (code tracking) from the pages. If not, the old GA code will collect data & the new GTM tag will also report back … That will create duplicate data.

And no one wants to get duplicated data, right?

Your first tag, notify GTM, sends pageview views to Google Analytics. And your first trigger will notify GTM to send that pageview view every time the page loads.

Variables (Variables) in GTM

Clearly, Google Tag Manager has a lot of cool features!

Google Tag Manager also has another function called variables.

So What is the Data variable in Google Tag Manager? Let’s find out more!

What are variables in Google Tag Manager?

Data Variables – These variables are not required to set. But it does allow GTM to access the additional information needed to complete what you have previously requested. That way your triggers and tags can do more.

For example, when you set UA-12345678-9 as a Property ID for Google Analytics, you may end up setting up multiple Google Analytics tags and often have to search for UA. In this case, you can create a fixed variable so that you no longer have to waste time.

Suppose I name the variable that is about to be named “My UA variable” and specify it as “UA-12345678-9”.

How to create data variables?

Step 1: Create data variables by selecting “Variables”

Create a Variable in Google Tag Manager

Step 2: Select the type of variable you want to create. In the example below, I chose “Constant” because I no longer have to set a new variable and its value remains unchanged every time I use GTM.

User-Defined Variables

Step 3: Assign appropriate values and name the data variable.

Google Tag Manager always asks for the value you will assign to your new variable.

Variable Configuration GTM

Step 4: Customize variables

Variable Google Tag Manager

Once I have saved the new variable, I’ll return to the tag editing section a bit so that it uses the new variable. Instead of each visit, you must enter the code “UA-12345678-9”

Select the “GA – Page view” tab you just created earlier, and edit.

You will have to find the UA # you entered, delete it. Next, click on the “block” icon on the right. And then choose the variable you can use (including the one you just created).

Step 5: Select the variable “My UA” and save is done offline!

Once again, you must replace “UA-12345678-9” with your real Google Analytics account. This is just my example.

Variable Google Tag Manager

Other Google Tag Manager applications: Tag, Trigger, and data variables

How to Edit a Tag and Change its Value

1. Back on your homepage, select “Tags” from your side bar. Click on the tag you want to edit (I clicked “TestTag1”).

google tag manager

2. Click the grey “+” icon beside the “Web Property ID” box.

google tag manager

3. A “Choose a variable” box will pop up, and the first option, “GA Tracking ID”, is the variable we just created. Select that. 

google tag manager

4. Now, your tag’s “Web Property ID” should say (or whatever you named your variable). Click save, and your tag is updated. 

google tag manager

What else can you do with GTM? Much.

You can also set up a tag that automatically tracks each time a customer visits one of the URLs and sends the number of clicks to Google Analytics with the following details:

  • Which pages have been visited by customers
  • when they click
  • And what pages do they click …

I am confident that those who have finished reading this article will be more confident in their work because they have reduced their dependence on Webmaster in the process of making SEO or Digital Marketing. And especially, you will not have to inhibit when 2-3 days when the new Webmaster installs your code, right!

Of course, Google Tag Manager is not only that, Shareblogtips will come back with other advanced Google Tag Manager articles soon.

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