Many of the benefits of using a tag management platform are well known.
Marketing teams can deploy tags without waiting on development resource, and the need to make on-page code changes for minor changes to tracking is all but eliminated. But by gearing your implementation around a Data Layer – and by working with your development team as opposed to using GTM as a convenient backdoor – it’s possible to reap many additional benefits which are less widely appreciated.
At SMX London 2018, I explored some of the ways in which a collaborative deployment of GTM can empower marketing teams. From unlocking insights into the behaviour of your most engaged users to building a scalable implementation of Enhanced Ecommerce, the advantages of approaching tracking as a collaborative process as opposed to an isolated project are many, and applicable to a wide range of businesses.
My slides are below, along with links to the resources I recommended in my talk.
- Getting Started with Content Grouping in Google Analytics
- How to Measure Performance with Custom Dimensions in Google Analytics [Tutorial]
- Tracking Element Visibility with GTM
- From Project to Process