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Path TV: Google Tag Manager

Leigh Evenson June 5, 2013 Category Search Engine Optimization (SEO)

On this episode of Path TV, Avinash Conda and Michael Stearne sit down and discuss the functionality of Google Tag Manager.

What is Google Tag Manager and Why is it Helpful?

Google tag manager is implemented with the purpose of collection data on the activity of visitors to a webpage. Google Tag Manager is a set of data collection tags which collect data on the visitor’s behalf. In online search and SEO there are many java script snippets, tracking codes, or programs like Google Analytics or Marin Software that are used to collect specific data off of a site.  Google Tag Manager is convenient because it allows website manager to put in the java script code, to fill what is like an “empty container” with whichever data you want. Instead of asking your clients to make changes to millions of pages on a site, you can simply implement this one tag manager. This tag manager allows you to remotely go into the site and inject the program you want to extract the information that you need. This makes things easier for developers and programmers who are taking care of the site.

Stay tuned for the next episode of Path TV.


0:13 Avinash Conda – Hey there. Welcome to another episode of Path TV. This is your new host Avinash Conda. For first hosting the show and this is my Co-host Michael Stearne.
0:26 We are talking today about Google Tag Manager. So what is this Google Tag Manager?
0:33 Michael Stearne – In online marketing, search marketing and even SEO there needs to be a lot of different JavaScript’s snippets, tracking code whether its Google Analytic put on site or CRB tracking code put on sites or one of the advertizing platform, we use Marin Software. There is lot of tracking code that needs to be put on client’s site.
1:08 Avinash Conda – So this are tracking codes just for advertizing or for tracking purposes too?
1:14 Michael Stearne – They are just data collection tags in general. Whether its collecting data on visitor’s behavior or traffic pattern through Google Analytics or what ad they clicked on for Marin to get into the site or what pages they are viewing right now with CRB. All these separate company wants to track user behavior. From implementation stand point it becomes very tedious.
1:49 Avinash Conda – Kind of tedious to put different codes.
1:51 Michael Stearne – Yeah to put different code on different page all around the website.
1:54 Avinash Conda – Sometime on the same page and you know.
1:58 Michael Stearne – And sometimes “Ok, This goes only on the thanking page after the purchase” whether it’s a Google analytic, ecommerce that goes just on the conformation page and Marin has their ecommerce conformation page.
2:16 So Google recognizes this, which other company is following on; Tag Man, the bright tag they do the same thing. What they do is they say “Ok Client or agency just put this one tag on your site, on every pages of the site” and what this one tag does is, it’s a JavaScript snippets, which is just really a container for whatever you want to put in their as an agency.
2:47 As an agency you want to  have the ability to put in Google Analytic wherever necessary or put in CRB or remove CRB to just do some sort of…
3:00 Avinash Conda – So you just put in one piece of code which collect all this data and you have an interference where you can add all this different codes.
3:10 Michael Stearne – Right. One you have the client to put this on their website, it’s all hands off from then. You can now remotely go into their site, add Google analytics or add the crazy egg.
3:28 Yeah. So Avinash recently wanted to use crazy egg for one of our clients. So in stand of asking the client “Hey, can you put this code on ten million pages on your site”.
3:40 Just put this one Google tag manager which we already have on their, we can just inject the crazy egg for a couple of weeks, use that data and then remove it.
3:52 Its an empty container that allows you to put whatever JavaScript  code that you need to put on to the site or Analytic store.
3:59 Avinash Conda – So it make the developer life much easier or the person maintain the website.
4:06 Michael Stearne – It does. As an agency you don’t have to keep going back to the developers. You just put it in one place and then manage it remotely. It’s the next best thing to having Ftp access to the website.
4:20 Avinash Conda And that’s free right?
4:23 Michael Stearne – Yeah, Google tag Manager is free. There is competitor products that are not free but they may have better features but we are currently exploring the Google Tag Manager.
4:33 Avinash Conda – Alright; great. Thanks a lot for sharing. Alright we will meet in the next episode. Wherever you are watching it; whenever you are watching it good morning, good evening, goodnight. Thank You.

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