digital marketing malaysia

The SME Guide to Google Tag Manager: 4 Beginner Steps

For SMEs who are just starting out the process of going from offline to online, implementing Google Tag Manager (GTM) can help you optimize your digital marketing.

“But Zoe, why do I need Google Tag Manager when I’ve already installed Google Analytics?” Here’s why…

Just like Google Analytics, Google Tag Manager is a free tool by Google that allows you to deploy marketing tracking by setting up website tags.

The main difference is that Google Tag Manager “enable” specific user behaviors to be tracked, such as:

  • Add to Cart clicks
  • Checkout clicks
  • Contact Us clicks

All these data isn’t automatically available in Google Analytics – unless you set up the “tags” via Google Tag Manager.

Once proper tagging is established, you will improve data collection, gather marketing insights and make strategic decisions.

You just need to tag them properly. Let’s dive in:

{Video Guide} Process of Setting Up Google Tag Manager

Too long to read? Download this video guide for only RM 3! This animated video guide demonstrates GTM setup, Tags installation, and publishing Tags. 1 video summed up this blog post!


Step 1: Set Up GTM Account

Go to Google Tag Manager and click “Start for Free.”

You’ll be asked to fill up some details such as:

1. Setup Account: Input your account name (I use my company name) and where your company is based

google tag manager guide beginner

2. Setup Container: Input your container name (your business website) and select where to use GTM (select Web if it’s a website property)

google tag manager install

Step 2: Install GTM in Website

Next, Google Tag Manager will ask you to install a piece of code within your website’s HTML tags:

google tag manager guide beginner

If you’re using WordPress, look for your WordPress template and open this file header.php.

You can find the header.php file via Dashboard > Appearance > Editor

Start pasting GTM code accordingly:

1. Copy and paste a portion of the code right after the opening head element

google tag manager install wordpress

2. Copy and paste the second portion of the code right after the opening body tag

google tag manager install wordpress 2

3. Once you finish, click “Update File”.

And you’re good to go!

Step 3: Set Up Tags (for Google Analytics)

There are many marketing tags you can set up in Google Tag Manager.

I use Google Tag Manager to handle all 3rd party tracking (chat apps, Facebook pixels, etc.)

I prefer doing that so that I can consolidate all my tracking codes in one place.

Consolidating tracking codes also improve site loading speed, which is crucial for SEO and user experience.

Now let’s use Google Analytics as a starting point.

We want to create a Google Analytics tag. This tag triggers whenever there’s a Page View behavior and it triggers on All Pages of my website.

Here’s how you do it:

1. Go to GTM Dashboard > Tags > NEW. Name your GTM Tag: “GA – PageViews – All Pages”. Tag Configuration: choose Tag Type (Universal Analytics), select Track Type (Page View). Google Analytics Setting is your Google Analytics ID “UA-XXXXXXXX-X”

google tag manager tutorial beginner

2. Triggering: choose a Trigger (All Pages). We want to turn on the Google Analytics across all pages of the website.

google tag manager guide beginner

3. Once you’ve created a GTM tag, you’ll need to save the configuration. Make sure you perform these actions:

  • Click “Save” to save tag
  • Click “Submit” to submit tag
  • Click “Publish” and “Publish to Create Version”. Name your configuration work “install GA in GTM”

{Video Guide} Process of Setting Up Google Tag Manager

Too long to read? Download this video guide for only RM 3! This animated video guide demonstrates GTM setup, Tags installation, and publishing Tags. 1 video summed up this blog post!


Step 4: Set Up Event Tracking

Event tracking enables a website to track specific user actions on your website such as:

  • download
  • ad clicks
  • outbound link clicks
  • video plays
  • add to cart clicks

Here’s an analytics example on how Google Merchandise Store track their Google Analytics Event. These tags are required to set up from Google Tag Manager:

google tag manager beginner guide

Let’s say you’re an event company.

You want to track no. of people who have clicked a “Register Event” button from your website.

This registration link is going to link to Eventbrite link (outbound link).

Here’s how you do it:

1. Got to GTM Dashboard > Variables > Configure. We want to enable some built-in configurations that allow us to set up tracking for Clicks behavior on the website. Please make sure you check all the boxes under “Click” section as shown below:

google tag manager setup

2. Go to GTM Dashboard > Triggers > NEW. We want to create a custom Trigger for this Event so that we can measure people’s click on the specific Register button.

google tag manager beginner

3. Configure the Trigger. Name your Trigger “trigger – reg link click”. Trigger Type (Click – All Elements). Trigger fires on (Some Clicks). Event occurs on (Click URL that contains outbound link https:// – you want to track). Save the new trigger.

google tag manager guide

4. Create a Tag for this Event. Tag Type (Universal Analytics). Select Track Type (Event). Name for Category (Click). Name for event Action (Register Button).

google tag manager guide

5. Triggering configuration: associate this Tag with the trigger you’ve created before this step “trigger – reg link click”.

6. Once you’ve created a GTM tag, you’ll need to save the configuration. Make sure you perform these actions:

  • Click “Save” to save tag
  • Click “Submit” to submit tag
  • Click “Publish” and “Publish to Create Version”. Name your configuration work “install GA in GTM”

Conclusion

In short, using GTM in your digital marketing can help you achieve precise data-tracking and improve marketing decision.

Transform your SME using the power of data-driven online marketing now.

{Video Guide} Process of Setting Up Google Tag Manager

Too long to read? Download this video guide for only RM 3! This animated video guide demonstrates GTM setup, Tags installation, and publishing Tags. 1 video summed up this blog post!


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