Google Tag Manager

Google Tag Manager is a solution, or rather a tool, that is mainly used in digital marketing, although it can also be used for other purposes. GTM, as it is commonly called (an abbreviation of the full name), is a free solution for commercial use, but it has a number of limitations, as well as a paid solution (within the Google Tag Manager 360 package) that has no limitations. For most, the free option is more than 100% sufficient.

GTM is a platform with a very wide range of applications, starting with the implementation of analytical tools (tags), both those provided by Google and tools of external providers (the so-called Third-Party Tag Support), i.e. Facebook, LinkedIn, Pinterest, Crazy Egg, Facebook, Pinterest, and the Internet. These include Facebook, LinkedIn, Pinterest, Crazy Egg, Visual DNA, Turn, MouseFlow, HotJar and other personalised HTML and JavaScript tags, as well as the ability to create personalised code (html, css, js) for manipulating a web page (webservice) or a native IOS or Android application. This is also one of the most important elements of the service itself (and its advantage over other solutions of this type), from the point of view of digital businesses in which companies have both websites and applications for various mobile platforms, and GTM provides a unified solution that will work on both websites and the aforementioned applications.

What really makes GTM stand out is its ability to integrate with other tools from Google's stable, which, needless to say, are a key element of any digital marketing in Poland as well as worldwide.

GTM is a powerful tool that gives a lot of possibilities, making it easier to manage code on the site without the expertise of a programmer and in many cases reducing potential costs associated with adding or removing code on the site.

However, nothing is perfect in present world, because in many cases incompetent use of GTM adversely affects the "performance" results, which are nowadays crucial in terms of mobile search share, and in the worst cases may lead to website crash.

However, the most important thing is that without unnecessary intervention of programmers, IT team or other structures, it will be possible to configure all the necessary events and pass them to the tool responsible for analytics in order to monitor conversions, transactions, leads and, most importantly, events on the user's path leading to the conversion itself in order to be able to make business decisions affecting future profits for the company.