Who is on your website and what are they doing there? What types of web traffic are you driving? If you're a marketer, these are burning questions you probably ask yourself frequently. You've probably already gone to great lengths to figure out how to monitor this activity. There are a number of ways you can do this, most of which likely include late nights and long hours with your web developer implementing endless code on your site in hopes that the ROI was worth it. Isn't there an easier way? Discover Google Tag Manager and Google Analytics. These two free tools will allow you to keep tabs on all your site activity and ultimately answer the questions about your web presence that you spend countless hours pondering.
You decide when, if and how your beacons fire. In GTM, your tags live in what's called a container. It's basically a catch-all for the different tags you plan to use on a specific site. Your container tags need to know what to do, how to do it, and when to do it. This is where triggers and variables come in. A trigger is the action that sets the tag in motion. A variable is like a table of contents that you can choose from to decide what your tag will do and what events will trigger it. Google Analytics and Tag Manager You can use Google Tag Manager to set up a tag that also triggers Google Analytics code on your site. Google Analytics is a service that allows you to monitor site traffic and activity for any site you manage. It will easily answer all the big questions you have about what is happening on your site. Given the importance of this information, Analytics is very important when it comes to determining what your site visitors are paying attention to.