What is Google Tag Manager?

Google Tag Manager has been around for a while. However, you might not realise its true value in helping you grow your business and understand your target audience.
Put simply, Google Tag Manager helps you pick and update your website’s tags. This includes conversion tracking, site analytics and remarketing – all without having to amend your website’s code.
Setting it up is the easy part. Managing it correctly is a bit more difficult. However once learnt, it will be easily part of your site’s general maintenance.
Today we look at what benefits it can bring to you and your business… And for the sake of brevity, let’s call it GTM from here on in.
GTM helps teach you what your customers really want.
GTM allows you to see what pages, blogs and articles on your website have the highest amounts of outbound links. This means that overtime a user clicks on the link, Google Analytics takes note and records it.
These clicks are interesting, and can provide some interesting data on the type of people who use your website and what their interests are – solely by what links they have clicked on.
Consider it akin to a Facebook ‘like’ – albeit more powerful and valuable, as the user is making an effort to find out more information by clicking the link. With this information, you can begin to create additional revenue. You can create extra content related to the most popular outbound links – and monetise from using things like affiliate marketing and online advertising.
GTM helps with your SEO
With your outbound links data, you can see what long tail keywords related to the popular links are really relevant to your users. This then means you can give them a bit more love to get them ranking higher.
Specific numbers
If you’re trying to bag advertisers, traditionally, you’d provide some honest but slightly vague percentages. You could tell them how many of your users are women, for example.
GTM allows you to be a bit more specific and provide you with a more convincing pitch. For example, you could approach a potential advertiser and show them proof that 500 of your users visited their website off the back of a blog you wrote last month.
Affiliate opportunities
When you’ve got the figures, you can progress with the dialogue with a potential advertiser. By showing them how many visits their website got just from a blog, you could expand on how a partnership or a deal could be successful by concentrating on providing content relating to their brand.
Keeps reminding you of opportunities
A lot of websites are crammed full of outbound web links as they cast their net far and wide. If you run a blog based on reviewing make up, for example, the posts during that month could range from hair care, foundation, lipstick and mascara to false eyelashes, blushers and highlighters – the list is endless. However, GTM could show you that most of your readers are clicking on the blog where you review a particular type of contouring make up. This means that you can approach that brand with your data, see if they’d be interested in partnering up with advertising, discount deals etc while you provide more content on this specific product. This allows you to monetise and expand your site.
You can learn more about implementing GTM here:

The founder of Attwood Digital, Mark is a digital marketing veteran having been working online since before the dotcom boom. He created the world's first online skip hire service in 2003, has created multiple online courses, lectured on digital marketing and even written a book on the subject. He is also an ICO advisor and crypto-enthusiast.
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