{"id":26407,"date":"2022-04-15T00:48:08","date_gmt":"2022-04-15T00:48:08","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=26407"},"modified":"2024-05-23T07:40:59","modified_gmt":"2024-05-23T11:40:59","slug":"google-tag-manager-benefits-seo-and-ppc","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/google-tag-manager-benefits-seo-and-ppc\/","title":{"rendered":"Top Google Tag Manager Benefits for SaaS SEO and Paid Media"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">If you wanted to track visitors to your website ten years ago, you would need either a software developer to help you out or you would have to know how to code yourself. But ever since 2014, that has changed with the rollout of Google Tag Manager.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google Tag Manager allows non-coders to track code, control complex rules, add heat map trackers, and many more.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before Google Tag Manager, you had to do all of that by hard-coding the pixel in your website, but today you only need to insert the pixel on your website and that\u2019s pretty much it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But there\u2019s more to the Google Tag Manager (GMT) than meets the eye and this article will explore that in detail.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We will explain how GTM works, how it\u2019s different from Google Analytics, its benefits, and why SaaS companies should integrate GTM into their analytics.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But first, let\u2019s go over what Google Tag Manager is.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>What\u2019s Google Tag Manager\u00a0<\/strong><\/h2>\n<p><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/google-tag-manager-gtm\/\"><span style=\"font-weight: 400;\">Google Tag Manager<\/span><\/a><span style=\"font-weight: 400;\"> or GTM is a tracking tool that you can use for free. It\u2019s also a management platform that allows its users to add marketing tags, triggers, and variables to their website in order to track and collect valuable customer data.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The users of GTM can easily implement the tags on their websites, without the need to modify the code on their website. This makes Google Tag Manager an extremely useful tool, especially when combined with Google Analytics.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers, media professionals, and SEO experts have one of the biggest uses for GTM since they gain so much insight from the data they collect from their websites. And since Google Tag Manager doesn\u2019t require coding skills, they can autonomously implement GTM on their website without waiting for their software developers to help them out.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One more great thing about Google Tag Manager is that it codes the tag for you\u2014 the code you receive that you need to insert on your website is automatically coded by GTM. This prevents quite a lot of human error and speeds up the entire process.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These tags allow marketers to use one of their favorite functions such as:<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Ad tags.<\/b><span style=\"font-weight: 400;\"> Ad tags or advertising tags allow marketers to place digital ads by communicating between websites, ad serves, and other platforms.\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Retargeting. <\/b><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/top-retargeting-platforms\/\"><span style=\"font-weight: 400;\">Retargeting tags<\/span><\/a><span style=\"font-weight: 400;\"> allow marketers to track the visitors of their website to, later on, target them with ads for the site they have visited. According to <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/ad-retargeting-2\/\"><span style=\"font-weight: 400;\">Invesp<\/span><\/a><span style=\"font-weight: 400;\">, the average click-through rate of a retargeting ad is 10X higher than the regular display ad.\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><strong>How does Google Tag Manager work<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">When you install the Tag Manager on your website, the website will gain the function to communicate with Google Tag Manager servers. You then use the Tag Manager\u2019s interface to set up the tags, triggers, and variables so when a specific action occurs on your website, the tag sends the signal to the server.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since all of your tags, variables, and triggers are saved under one container tag on Google, you can easily integrate them even into your mobile apps and on other websites as well.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are three terms to get yourself familiar with. They are:\u00a0<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Tags.<\/b><span style=\"font-weight: 400;\"> Tags are code snippets that are used to send information to do a certain action on the webpage. The tag tells Google Tag Manager what needs to be done and how to do it.\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Triggers.<\/b><span style=\"font-weight: 400;\"> Triggers will tell you if a tag is active and functioning properly or if it\u2019s malfunctioning. A trigger activates a tag to appear and triggers can come in different forms on the websites such as user scrolls, clicks, heatmaps, etc.\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Variables.<\/b><span style=\"font-weight: 400;\"> Variables are the information that\u2019s used to properly operate tags and triggers. When GTM is trying to figure out if there\u2019s a right condition for a trigger and tag, the value that will tell them that is a variable. You can use variables if you want to track certain actions like clicks on the <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/uniform-resource-locator-url\/\"><span style=\"font-weight: 400;\">URL<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><strong>Google Tag Manager vs. Google Analytics<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Google Analytics is a free analytics tool (also made by Google) that will help you analyze the traffic that your website is pulling from all sources on the internet. The platform provides in-depth measurements that can be extremely useful when creating marketing campaigns.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google Analytics is the hub for data while Google Tag Manager is the transmission unit. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">GTM is in charge of which information is being sent to <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/marketing-analytics\/\"><span style=\"font-weight: 400;\">Google Analytics<\/span><\/a><span style=\"font-weight: 400;\">, while Google Analytics stores that information and allows you to gather insights from it. GTM stores and deploys tags, but it can\u2019t be used to analyze reports of that data\u2014 for that, you need Google Analytics, which is why the data goes there (automatically).\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So you should use Google Tag Manager alongside Google Analytics to get the necessary data that you can turn into insights. As a SaaS company, it\u2019s essential to have both GTM and Google Analytics to track your website\u2019s traffic and create campaigns that would improve your business.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>The benefits of using Google Tag Manager for SEO and Paid Media<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">There are multiple benefits of using Google Tag Manager for a SaaS business. Here are the most impactful ones:\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Fast deployment of tracking codes<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The old way of tracking codes was way more complicated than using Google Tag Manager.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before, the process looked something like this:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Marketer figures out that they need to track user behavior on their platform<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The marketer gets the code and sends it to a software developer<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The developer puts that on a \u201cto-do-later\u201d pile of tasks\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You wait (optimistically) weeks for the code to get implemented on the platform<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With Google Tag Manager, you yourself become that developer with the capabilities to implement the tag (code) immediately. Google Tag Manager made this process easy, fast, and available to everyone without learning how to code.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>All tags are in one place<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Before GTM, all of the code snippets were written directly in <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/javascript-object-notation-json\/\"><span style=\"font-weight: 400;\">JavaScript,<\/span><\/a><span style=\"font-weight: 400;\"> but they were scattered all over the website\u2019s source code. So updating the code was a nightmare since the developer had to find all the codes and then update them\u2026manually.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But when you use Google Tag Manager, you get all codes in the same place (one container). So making any changes and updates on the single tag applies it to all the other tags (integration).\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Built-in testing tools<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Google Tag Manager will let you know when a code is broken or malfunctioning. And it\u2019s way easier to do any kind of correcting or troubleshooting since all the tags are in the same place.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On top of that, if there\u2019s a malfunction, the system will let you know where the error is. Also, you can pre-test the tags to see if they work before they\u2019re live on your website.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Recycled container templates<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Another benefit of the GTM is that you can export all of your tags, triggers, and variables into a single file. With this, you can create your own tracking codes and settings since you can import the tags, triggers, and variables to any website you want (that you have access to).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is a must-have feature for any marketing agency that will have to work with multiple clients on <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/institute\/lessons\/how-to-setup-goals-in-google-analytics\/\"><span style=\"font-weight: 400;\">setting up their goals in Google Analytics<\/span><\/a><span style=\"font-weight: 400;\"> and Google Tag Manager options.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Simple event tracking<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Before GTM, you had to use a custom JavaScript code to track events like form submission and clicks. But GTM changed that by implementing auto-event tracking\u2014 a feature that enables Google Tag Manager to automatically look out for particular website interactions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s a small setup required for it, but it\u2019s relatively easy, especially when you take into account what the auto-event tracking can measure:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Clicks<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Link clicks<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Time on page<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Form submissions (like subscriptions)<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><strong>It\u2019s free<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Google Tag Manager is a free tool and just like Google Analytics, you can use it without any payments. However, Google offers a premium service that you would need to pay for\u2014 <\/span><a href=\"https:\/\/analytics.google.com\/analytics\/academy\/course\/8\"><span style=\"font-weight: 400;\">Google Analytics 360 Suite<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But for most users, the free version is just enough.\u00a0\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Built-in tag templates<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Google Tag Manager has many built-in tags that you can use for Google Ads conversions, remarketing, and many more options.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Currently, there are over 100 of these templates available to you.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Custom templates<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Back in 2019, the team at Google Tag Manager released a feature called Custom Templates. It helps users create templates on their own (like a Facebook pixel). On top of this, Google added a library of custom templates that were uploaded by other users so you can use templates created by other marketers or add your own template.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Versions<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The great thing about the container in Google Tag Manager is that when you make a change in your tags, triggers, or variables, it saves the previous versions on their server. So anytime you want to backtrack and find the older version of your tags, it\u2019s still there in GTM.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So if you make a mistake with your new tags, triggers, or variables, you can also go back to your previous version and solve the problem.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Workspaces and environments<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Workspaces and environments are a must-have feature for any company doing projects that last for months, agencies that are working with external vendors, or simply teams that make quite a lot of changes to their website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The environments feature enables you to control your tag manager across live websites or applications. With this, you can publish your tags to different environments so you don\u2019t make a mistake on the live version of the website.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The workspace feature enables you to work with other teams in the same Google Tag Manager container without overwriting. Only when the job is done are the versions connected into one, final version.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Security<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">You\u2019re safe with Google Tag Manager\u2014 Google scans all the scripts and immediately stops them if they match a malware domain, IP address, or URL.\u00a0 On top of that, you can revoke access to your GTM accounts any time you want so you have security options.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An additional feature that GTM allows is whitelisting and blacklisting commands which adds another layer of protection and security to your SaaS website.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>User permissions<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Google Tag Manager provides you the option to give access to multiple people to your GTM account. But you don\u2019t need to give them all the same rights\u2014 there are viewing, editing, and publishing privileges so you can choose who will have which clearance level.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is essential if you\u2019re working with external vendors or for an agency working with multiple clients and has to give them rights to view, but not the ones to edit or publish.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are six levels of clearance in your GTM:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">No Access<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Read<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Edit<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Publish<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Approve<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Publish<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><strong>No real competition\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Google Tag Manager has no real competition. When it comes to a tool that provides the features, benefits, and options, Google Tag Manager reigns supreme.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are some tools that are trying to compete with the GTM, but their biggest differentiating factor is the support service (support system) that they provide to their clients.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tools like Amplitude Analytics, Heap, Mixpanels, and Pendo are all Google Tag Manager alternatives that are still not providing the plethora of features that GTM has.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Conclusion<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Having Google Tag Manager along with Google Analytics will help your SaaS business create reports from your traffic data. It\u2019s not always easy to use this data to improve your business processes and grow.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So if you\u2019re having struggles with turning your traffic into sales-qualified leads for your SaaS business, you should <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/discovery-call\/\"><span style=\"font-weight: 400;\">book an intro call<\/span><\/a><span style=\"font-weight: 400;\"> with one of our agents.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you wanted to track visitors to your website ten years ago, you would need either a software developer to<\/p>\n","protected":false},"author":68,"featured_media":26408,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[50,56],"tags":[],"class_list":["post-26407","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","category-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Top Google Tag Manager Benefits for SaaS SEO and Paid Media - Directive CA<\/title>\n<meta name=\"description\" content=\"Google Tag Manager helps companies customize the placement of website tags based on triggers, variables, and actions. 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