While a website is crucial to the overall well-being of a business, just having one isn’t enough. To be taken seriously, your site needs to meet or exceed the expectations of the industry and your customers.

But that’s not the only thing you should have in mind when it comes to your leads. You also need to keep a close eye on their behavior patterns while they’re on your site.

However, for you to be able to investigate the behavior of the visitors on your website, you need powerful instruments. Fortunately, Google has every tool you might need.

What is Google Tag Manager?

Google Tag Manager (also known as GTM) is a free tag management solution provided by Google. Through this ‘online tool’, you can deploy and manage various marketing and analytics tags on a website or mobile app. Google Tag Manager is a free tool that allows you to manage and deploy marketing tags on your website without having to modify the code.

How to Set Up GTM

Setting up a Google Tag Manager is quite simple. First, you need to build an account. Second, create your container — most businesses use one container per website. Visit a card called “Web Pages,” click on the “Create a Container” button, add your domain name, and name it (after your website, for example, so there’s no confusion if you’re juggling several of them).

Once you complete these steps, a window with a code will pop up. Copy this code to the template of your website so all pages receive the same update at once. Two codes will appear — one should be copied to the “head” of your page, and another one to the “body.”

What are the drawbacks?

1. You must have some technical knowledge

2. It’s a time investment.

Unless you’re a seasoned developer, you will need to carve out a chunk of research and testing time. Even if it’s reading a few blog posts or taking an online class.

3. Make time for troubleshooting issues.

There is a lot of troubleshooting that takes place when setting up tags, triggers, and variables. Especially if you are not in Tag Manager regularly, it’s very easy to forget what you just learned. For more complex tags, you will likely need a developer with knowledge of how the site was built.