How to do Stuff: Online Marketing

How many website visitors do you need ?

How much can you afford to pay to have someone visit your website ? If you're spending money on clicks to…

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How to benefit from advancing technology

No surprise : people like things to be fast and easy ! So a new way of doing things is often…

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Save Time & Simplify Your Workflow

Correcting mistakes and omissions takes way more time than setting things up correctly in the first place. Recently I've been helping…

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3-Step Business Plan

To run a business, there are things that MUST be done and things that are less important. If you have…

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Retargeting and Pixeling

Retargeting (where ads are displayed to people who have previous visited a website ) is cheaper than running a first…

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A Simple Digital Marketing Checklist

Checklists save you time. The checklist down the bottom of this post should help if you need a starting point…

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Google’s Tag Manager

Something you’ll probably be doing a lot as you run marketing campaigns is inserting snippets of code into various places on your website.

Often the first time it happens is when Google Analytics is set up for a website.

Google asks that a script be pasted into every page, that looks like this …

Google Analytics tracking code

When you start running ads and measuring results, some other pieces of code can come from Facebook & the other platforms that you run ads on, and a growing number of analytics services.


These scripts that you paste into your website pages are known as tags and anyone who starts measuring things on the internet and their website soon finds they accumulate a number of them.

They interact with the 3rd-party services you’re using, usually for marketing purposes :

  • Facebook remarketing,
  • split-testing,
  • heatmap tracking and
  • landing page applications.

This code sends data back to analytics and tracking programs and in some cases ( like Google Experiments ) redirects people to page variations.

A lot of websites are built with content management systems ( CMSes ), where you can log-in to manage pages. And lots of CMSes and their themes and templates provide fields to paste in code for the entire website as well as for individual pages.

But it can still be tricky, and if you begin playing with tags to any degree it can become time consuming.

Google’s Tag Manager

The tag manager is another free, quality service from Google and there are some big advantages …

  • You only have to add one script to your website ( for the most part – there are still exceptions ) and whenever you need to add or remove a new tag you can log into the Google console and do it there.
  • You don’t have to edit the website pages or find other people to do it for you.
  • The tag manager often speeds up page-load as well because Google handles the loading quite well.
  • Google handles the firing of tags at the right moment and also allows a bunch of other things to be done from their console.

It’s worth testing. Go to and sign into Tag Manager using your Google account.