22 March

What is Google Tag Manager? What Are Its Pros and Cons

Google Tag Manager

If you are thinking of setting up Google Tag Manager in your WordPress site, this blog is everything you need to get started. So, let’s begin.  

An Overview   

Quality data is the backbone of digital marketing. No matter what genre of the website you have, an eCommerce site, a personal website, or a small business site, understanding how people interact with your site is paramount.   

Google Analytics provides a lot of information you may be looking for, but if used alone, it has many limitations. The solution is to tag your site and use Google Tag Manager along with Google Analytics to collect more data comparatively.  

Tags refer to the snippets of code that get added to a site to collect information and transfer it to some third party. Also, you can use tags for all sorts of purposes including scroll tracking, monitoring form submissions, conducting surveys, generating heat maps, remarketing, or tracking visitors arriving at your site. Additionally, GTM help monitors specific events like file downloads, clicks on certain links, and items that get removed from your user’s shopping cart.   

Many websites use various tags, but the amount of coding required to create them all can overwhelm the entire process. This situation becomes more critical when you are trying to add or edit tags by going directly into the site’s source code. GTM refers to a tool that has a user-friendly, web-based interface that helps simplify the process of working with tags.   

GTM help adds, edit, and disable tags without much need for the source code. It surely is a Google product, but not limited to working with tags for other Google services like AdWords and Analytics. Users can use GTM to manage many different third-party tags like Twitter, Bing Ads, Crazy Egg, Hotjar, and more. Also, if there is a tag without a template in GTM, you can easily add your custom code to get started. For expert assistance, it is advisable to hire a WordPress developer from a well-renowned organization.   

Pros and Cons of Google Tag Manager  

Like any other tool or technology, GTM has its share of pros and cons that vary depending on the user’s requirements and demand. Here are some of the pros and cons of using GTM.  


Reduce reliance on web developers  

The greatest advantage of using GTM is that it makes it easier for marketers to implement tags without having to rely on developers. A developer team usually gets busy with other high-end projects, which means tagging is the least priority for them. But using GTM you can avoid touching the source code, yet add and make changes to tags on your own. For instance, if you use a tag to collect data for a small duration, without GTM it may take longer for the tag to get added than before.   

A boon for business  

Businesses of all sizes can implement GTM and get benefitted from it. GTM makes it easier to add and edit tags without the help of a developer, which is a blessing for small businesses with limited technical support. Also, some sites for enterprise-level businesses can use dozens of tags at once. GTM help manages them all to improve the site speed by loading them efficiently.   

Can be used for AMP sites and mobile apps  

You are not limited to using GTM with standard websites. GTM help manage tags for AMP sites and mobile apps too. For mobile apps, GTM allows you to add and edit custom tags without issuing an updated version for the app. On the other hand, GTM for AMP sites is similar to using it for regular WordPress maintenance services with some guidance and expert assistance.   


Need some technical implementation  

GTM may help reduce the reliance on developers, but it cannot isolate them completely. You will still need a professional to add the container code on each page of your site. Although it has plenty of tag templates to choose from, complex customized tags will require some assistance from an expert to understand the codes.   

If you have an existing tag manually added to the site’s source code, you will need them to remove it first or else end up with duplicate data.   

Tags slow down the site performance  

One major issue with traditional tracking tags is that if fired synchronously, it slows down the site’s speed. While firing the tags synchronously, one slow tag can slow down all the other tags waiting in line. The longer it takes to load, the more chances of people leaving your site. Thus, it reduces your overall business conversion rate.   

However, tags created in GTM load asynchronously by default. It means each tag can fire whenever it is ready. If you wish to control the order, use tag sequencing and firing priority functionality for ease.   


Google Tag Manager has a lot to offer, but learning it patiently can become an overwhelming task to accomplish. Therefore, seek help from an expert WordPress website development company well-versed with the tricks, tips, and processes. At WordPress India, we ensure our clients receive the best website they need for doing business.   

Get in touch with our expert team to know more.  

Frequently Asked Questions 

What can I do with Google Tag Manager?  

You can add and update your tags for conversion tracking, site analytics, remarketing, and so on. There are endless possibilities with GTM to track activities across your websites and apps. Also, its intuitive design allows businesses to change the tags whenever required.  

Do I need to insert Google Tag Manager on every page of the website?  

If you wish to set the Tag Manager on every page of the site, the process is very similar to setting up a Google Analytics tracking code. All you will need is to add two snippets of code on every page of the site.   

One snippet will go into the <head> section of your HTML code and the other code will go in the <body> section.   

Can I have two Google Tag Managers on one site?  

Google Tag Manager account can get managed by multiple users, and each user can allow different access permissions by the account administrators. Also, r360 customers can add and control additional containers using various zones.   

Author: Wordpress India

WordPress India is one of the leading and prominent WordPress Development companies in India with its specialization in WordPress theme and plugin development.

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