Digital marketing made (much) easier: Introducing Google Tag Manager

Monday, October 01, 2012 | 8:30 AM

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Over the past few years, we’ve seen massive improvements in digital marketing sophistication and capabilities. Today there’s a rich suite of tools allowing marketers to gain better insights, reach audiences in new ways, and develop improved marketing campaigns so users have better web experiences. Yet many modern marketing tools—like web analytics, conversion tracking, remarketing, and more—depend on adding "tags" to your website.

Website tags help enable today’s sophisticated digital marketing technologies
Tags are tiny bits of website code that 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.

We’ve been hard at work to help take the pain out of tagging for everyone. That’s why today, we’re announcing our first release of Google Tag Manager. We’re launching globally in English, and the product will soon be available in many other languages.

Google Tag Manager is a free tool that consolidates your website tags with a single snippet of code and lets you manage everything from a web interface. You can add and update your own tags, with just a few clicks, whenever you want, without bugging the IT folks or rewriting site code. It gives marketers greater flexibility, and lets webmasters focus on other important tasks. Take a quick look at how easy it is to set up an account and manage your tags:


Google Tag Manager is built to handle your tagging needs, and it works with Google and non-Google website tags. We’ve packed in lots of great features, including:
  • Asynchronous tag loading—so your tags can fire faster without getting in each other's way, and without slowing down the user-visible part of the page
  • Easy-to-use tag templates, so marketers can quickly add tags with our web interface, as well as support for custom tags
  • Error-prevention tools like Preview mode (so you can see proposed changes before implementing them), the Debug Console, and Version History to ensure that new tags won’t break your site
  • User permissions and multi-account functionality to make it easy for large teams and agencies and clients to work together with appropriate levels of access
  • Plus we have exciting plans to add great new features over the next several months
We’re also happy to announce our tag vendor program: If your company provides tag technology and you’d like Google Tag Manager to include a template for your tag, please contact us here to become a tag vendor.

Dozens of companies have already begun using Google Tag Manager and have seen great results. Ameet Arurkar, Director of Search Engine Marketing at QuinStreet, reports:
“Google Tag Manager took one big chunk of time out of the tagging process. What took 2 weeks now takes less than a day—sometimes just hours. We, the campaign managers, now make the call on which tags to use, and we can implement the tags ourselves.”

“Google Tag Manager just makes business sense. Why would we want to manually add hundreds of tags for our pages?”


Setting up Google Tag Manager is quick and easy—you create an account, add one snippet of code to your site, then start managing tags. If you want more help, contact a Google Certified Partner—they’ve been carefully vetted and meet rigorous qualification standards.

Get started today at www.google.com/tagmanager.

Posted by Laura Holmes, Product Manager, Google Tag Manager