If we don’t use the tag management system google tag manager or adobe launch
Every time the developer needs to change the code, deploy the code, test it and push it to production
Lets say when the marketing team adds the new tracking pixel such as
Facebook tracking pixel
Linkedin tracking pixel
Tiktok tracking pixel
Google adwords tracking pixel
Google conversion tracking pixel
Google analytics tracking pixel
Photo by Mateusz Dach from pexels
You need to go to developer, add changes to the code, deploy the code, test the functionalities and push it to production
Every time when the analytics team wants to track the events such as tracking the button click, tracking the form submit, tracking the newsletter subscription, tracking the pdf downloads, tracking the video views, tracking the links, You can do all these things in tag management system instead of developer changes the site code, deploy the code, test the code and push it to production environment.
Instead of adding all the 20-30 scripts in the hardcoded environment, you can manage everything in one place that is tag management system
All the tracking elements such as add to cart, product purchase, video plays, scroll depth and downloads you can configure all these elements in implementing the configuration in tags, triggers and variables in tag management system
When you think you don’t need tag management system
When your website is very small, only about us, contact us and service page, you only need google analytics, you don’t run paid campaigns, you don’t install marketing pixels, no need of tracking the events, in that case you don’t need tag management system
A data layer is the javascript object code that stores information about what is happening on your website.
A variable pull values from the data layer or a page
Example: product name, price, URL, path
Trigger decides when the tags should fire
Tags fires on
Page views
Button clicks
Form submits
Downloads
Link clicks
Scroll depths
Or any custom event
Fire the particular tag when the page URL contains thank you page
A tag send to external platforms
Tag triggers and data gets sent.
