Google expands analytics toolset with Tag Manager

Google dives deeper into digital marketing with the debut of the Google Tag Manager.
Written by Rachel King, Contributor

Google is expanding its digital marketing capabilities with the introduction of the Google Tag Manager.

Supporting both Google and non-Google website tags, the Tag Manager consolidates tags through a snippet of code. This can be managed through web interface where users can add and manage tags without having to rewrite the site code or involve IT.

Some of the features range from simple tasks to preview mode and tag templates to more in-depth functions such as debugging console and asynchronous tag loading designed to prevent any slow down on the user-visible part of the site.

Laura Holmes, a product manager on the Google Tag Manager team, explained on the Google Analytics blog on Monday that the goals of the Tag Manager is to fine-tune the tagging process altogether:

Tags are tiny bits of website code can help provide useful insights, but they can also cause challenges. Too many tags can make sites slow and clunky; incorrectly applied tags can distort your measurement; and it can be time-consuming for the IT department or webmaster team to add new tags—leading to lost time, lost data, and lost conversions.

Additionally, Holmes asserted that this will also give marketing departments more flexibility for developing better informed campaigns to reach their customers in new ways.

Another feature designed specifically for marketers include multiple account functionality and user permissions so that large marketing teams can work together but at varying levels of access to the Tag Manager as well as the company/campaign website.

The Google Tag Manager is a free tool and will be launching in English first with support in additional languages promised soon. For a closer look at the Google Tag Manager, check out the promo video below:

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