Google Tag Manager (GTM) simplifies tracking script management on your site. Here's how to use it effectively.
1. Initial GTM Setup
Create a GTM account, add the container code to your site (header and body), and verify installation via GTM Preview.
2. Tags: Tracking Scripts
Tags are tracking scripts (Google Analytics, Facebook Pixel, LinkedIn Insight, etc.) you want to deploy on your site.
3. Triggers: Firing Conditions
Triggers define when your tags should fire: page view, click, form submission, scroll, etc.
4. Variables: Dynamic Values
Variables capture dynamic information: page URL, click text, form values, user IDs, etc.
5. Best Practices
- Test all tags in Preview before publishing
- Use a clear naming convention
- Document each tag and trigger
- Create a production and testing environment
- Regularly audit deployed tags