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What is GTM (Google Tag Manager)? Explain the merits, functions, and usage!

Tag managers are provided by many companies, but among them, “GTM (Google Tag Manager)” is very popular. What are the benefits and features of GTM, and how have you succeeded in becoming a leader in other companies?

This time, I will explain the merits and functions of GTM that I seemed to know but did not know, and I will briefly explain how to use it. Please refer to this article to prepare for the introduction and brush up the site to make it easier to use.

What is Tag Manager?

As the name implies, Tag Manager is a tool that manages tags collectively.

When running a site, you often have to edit the code, such as adding analysis tags or ad tags. You can’t edit the code every time! It is a tool for those who say.

If you put the tag manager code in all the URLs (directories) of the site at the time of introduction, you will not need to modify the code in tag management after that. All tags can be managed without code editing, so you can easily add, modify, and delete tags.

What is GTM (Google Tag Manager)?

As the name implies, GTM is a tool operated by Google. We are proud of the large number of users due to the ease of using it for free. The usage itself is simple and clear, and it has a reputation for being more convenient than other tag managers, such as being able to manage tags while skipping HTML editing work.

The advantage of using this is that you can shorten the tag editing work time. Information can be updated by editing only the necessary parts without editing the entire page, so even if the specifications are updated, the work can proceed quickly.

Benefits of using Google Tag Manager

First, I would like to introduce the advantages of GTM. Convenience is the number one advantage, but there are many others. In addition, we will introduce some points to note, so be sure to check before introducing.

You can manage tags without editing the HTML of the page

Editing HTML often takes a long time, and many people are overwhelmed by this. In some cases, updates and management are neglected because they cannot be edited easily.

With GTM, you can manage tags without editing HTML, reducing the amount of time you spend editing. In addition, you may be able to expect unexpected effects such as increasing staff motivation because you can save yourself the troublesome work.

In addition, some side effects have been reported that the page processing is improved and the operation during access is lightened as a whole, probably because the tag placement is optimized.

You can check the operation of the tag in the preview mode

Especially for sites that are visited frequently, it is difficult to publish the page in the test, and even if it takes a long time for maintenance to create a situation where it can not be accessed, it can be disadvantageous for the company. However, this problem can be avoided by using the preview mode.

The preview mode allows you to check the behavior of tags before publishing the page, so if you see any errors, you can fix them immediately. If you can detect improvements early, you will be able to prevent troubles immediately after publication, and it will be easier to find hints for making the page better.

Since the version can be freely returned, it is easy to deal with troubles.

GTM also has the advantage that you can prepare multiple versions and update or migrate to a new version while saving. Unexpected troubles are associated with updates, but it can be extremely difficult to resume editing immediately on a schedule, and stopping publication can be a risk to the company.

If such a problem occurs, you can immediately return to the state you were using before the trouble occurred. By reverting to the previous version, you can significantly reduce the chances of any disadvantages, and in the meantime you can make corrections and carry out updates to the new version without waste.

Free to use

One thing to keep in mind when introducing the benefits of GTM is its strength of being free to use. Although it is a tool that has various functions and has the potential to dramatically improve convenience, you will not be charged for just using it. It’s a tool that you can easily use even if you don’t want to spend as much as possible.

Use the Google Tag Manager Considerations intends

GTM has many merits, but it should be noted that it will not work unless it is released. It is also necessary to think carefully about the timing of moving to the public, and work to avoid duplicate access measurement is also required.

Also, be aware that if you are using GMT for the first time, it may take some time to learn and install. The more information you have on your site, the more time it takes to add GTM tags to all your HTML. Once set up, it’s certainly convenient and easy to edit, but be aware that it requires patience to get started.

If it takes more man-hours to introduce GTM than to modify or add the current tag, there is no source or child, so consider introducing it in the right place.

Google Tag Manager implementation flow and main features

From here, we will introduce the introduction flow of GTM and the main functions that can be used by using it. First of all, let’s know what kind of flow you should take to master GTM. After that, we will introduce the input and roles of the three functions that are indispensable for the setting work.

Flow until introduction

First, access the official website and click “Tag Manager Login” displayed at the top of the screen. Then, the account addition screen will be displayed, so enter the account name and country of use here. (The default is the United States.) The name can be changed by resetting, so it is recommended to enter the name you normally use to avoid confusion.

If you enter these two, you can set the container that is the basis for registering tags. After entering the information for each, the GTM Terms of Service will be displayed, so please read and agree to the contents. Finally, get the tag and embed the code in the page to complete the basic deployment of GTM.

[Function 1] Tag

You can manage which tags should be added to your page. The tag will be activated only when the conditions set by the trigger described below are met. A conversion linker is a useful tool to introduce along with this, so keep it in mind as one of the tools that makes it even more convenient.

Conversion linker is a service that can measure click data using GTM, and by introducing it, you can measure conversion data more accurately. Due to Safari’s Enhanced Security Measures (ITP), the accuracy of conversion information from cookies has decreased, so be sure to incorporate it.

[Function 2] Trigger

Triggers are what you need to set to deliver tags. There are several types of triggers, but in addition to specifying them, you can combine the conditions created using the variables described below to make them more specific.

[Function 3] Variables

The amount of money that can be attached varies depending on the URL of the website to be guided or the product or service. Variables are provided as a function to support these.

Regarding tags and triggers, GTM cannot be run unless it is set, but as far as variables are concerned, GTM can be run even if it is not set. It’s a feature that is often neglected as a result, but don’t forget to set it for good results.

Let’s set up Google Analytics

After using GTM and installing the container according to the procedure so far, let’s add Google Analytics to the tag. Google Analytics is a free access analysis tool provided by Google. You can analyze a variety of data, such as the number of visitors to your site, the location of the links you took to reach your site, and the type of device you visited.

To install Google Analytics, click the workspace from the edit screen, and then click the “Add new tag” button. Name the tag in the upper left part of the page.

Order: “Tag”-> “New” in the upper right-> “Tag settings”-> “Google Analytics: Universal Analytics”

For the tracking ID displayed at the bottom of this page, use the one used in Google Analytics as it is. Finally, you can set a trigger and select “All Pages” from the selection screen to set Google Analytics for the tag.

By setting Google Analytics, you will be able to perform detailed analysis below after publishing the tag. You can see the number of active users visiting your site, the number of page views in minutes, the top active pages, etc., so you can find clues to make your site more attractive.

Let’s set an ad tag

For Google Ads

Retargeting tag (tag to be attached to all directories on the site)

Google Ads is the same Google service, so it’s very easy to set up.

Click New from the Tags tab. Click “Tag Settings” and then select “Google Ads Remarketing”.

In the case of Google remarketing, you only need to enter the “conversion ID”. The conversion ID can be obtained from the Google Ads management screen.

Order on the Google Ads management screen: Tools → “Conversion” in Measurements → Select the appropriate CV

The trigger is a remarketing tag, so select “All Pages”. Regarding remarketing, I will explain the targeting method in detail next time.

Conversion tag (tag to be attached only to the thank-you page)

The setting method is not so different from the previous one.

Select “Google Ads Conversion Tracking” from “Tag Settings”. “Conversion ID” and “Conversion label” are two required items.

Select a trigger with the Thanks URL set so that only the Thanks page is fired.

For Facebook ads (same settings for Instagram ads)

Pixel tag (retargeting tag: tag to be attached to all directories of the site)

Facebook ads are not expressed as tags for retargeting, but the idea is the same, so there is no problem if you think of them as retargeting tags.

Also, the tags of Instagram ads will be the same as Facebook ads, so please check if you are thinking of placing Instagram ads in the future.

Pixel tags can be obtained from Facebook Advertising Business Manager. Click “Tag Settings” and select “Custom HTML”.

Paste the pixel tag you got from Business Manager.

The trigger is a tag for retargeting, so it’s “All Pages”. You don’t need to check “Support document.write”. Now you can retarget with Facebook and Instagram ads. It’s easy ♪

Event tag (conversion tag: tag to be attached only to the thank-you page)

Facebook ads don’t have the concept of “conversion tags”, so which CV tag? I have a lost experience.

It is easy to understand if you fire the event tag and think that there was an event called “conversion”. There are various uses such as tag firing when a product is put in a cart on an EC site, so some people may find it easy to use depending on the way of thinking.

There is “Settings”-> “Create new event” in the upper right corner of the “Overview” screen of “Event Manager”.

After selecting the nearest business format from the pull-down menu, you may find the item you want to use as the CV point in the event name, so click it and copy the event code snippet.

This is the “conversion tag” for Facebook ads and Instagram ads.

* Capture is when the inquiry is a CV point

Select a trigger with the Thanks URL set so that only the Thanks page is fired.

This completes the preparation for publishing the tag, but the tag will not be activated just by completing the settings. Finally, don’t forget to click the “Publish” button in the upper right corner of the screen to activate your ad tag.


Google Tag Manager (GTM) has the advantages of being able to manage tags without editing HTML, checking the operation with a preview, and is free to use. Initial setup may take some time, but subsequent operations are very easy and convenient.

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