Running an online store and not knowing how visitors interact with your website is so 2019!

You need to know your hero products that catch their attention, which pages they visit, and how they navigate through the checkout process. This data is crucial for making informed decisions about marketing strategies and improving user experience. 

So, you employ Google Tag Manager (GTM), a powerful tool that helps you collect and manage this data seamlessly with the help of a Google Tag Manager Agency.

How does GTM implementation work?

GTM implementation refers to the process of setting up and configuring GTM on your website or mobile app to manage and deploy various marketing and analytics tags without needing to modify your website's code directly.

GTM implementation starts with creating a GTM account and setting up a container for your website which is followed by adding the provided GTM code snippet to your website's HTML.

This snippet allows GTM to load and manage tags on your website. After completing this setup, you can add various tags, configure triggers to define when these tags should fire, and set up variables to capture dynamic data. 

Finally, using GTM's Preview and Debug mode, you test your setup before publishing the changes live, ensuring everything functions as intended.

Once you complete the setup, you are ready to enjoy the following benefits -

1. GTM centralisation simplifies the process of updating and maintaining tags because you can make changes in one place.

2. GTM reduces the dependency on developers for minor changes, freeing up their time for more complex tasks and projects, and speeding up the implementation.

3. With GTM, businesses can quickly respond to new marketing strategies or data collection needs, such as tracking new campaigns or capturing additional user interactions.

4. By managing tags in a centralised and standardised way, GTM reduces the risk of discrepancies and errors in data collection, leading to more reliable and accurate analytics.

5. As your business grows or your digital marketing needs evolve, GTM can easily accommodate additional tags, more complex tracking setups, and integrations with other marketing and analytics tools.

Top 5 common GTM challenges and how to fix them

Though GTM implementation offers several benefits, sometimes you come across some issues, and in this article our aim is to help you overcome these challenges. Some of the most common issues are mentioned below.

Issue 1: Complexity in managing data layer variables across multiple pages

Managing and standardising data layer variables across different pages, especially when variations exist in page templates and structures, is a common Google Tag Manager challenge.

Example: On an ecommerce website, different pages like product listings, product details, and checkout pages may require specific data layer variables such as product ID, price, and transaction details.

Solution

To fix this, it's crucial to establish a standardised data layer structure that is consistent across all pages. This involves creating a detailed data layer specification document that outlines the required variables for each page type. 

Regular audits and the use of automated testing tools can help ensure that the data layer is implemented consistently, thereby improving the reliability of data collection. Consider seeking a GTM setup consultation to streamline this process.

Issue 2: Inconsistent tag firing conditions in single-page applications

In a SPA, a user might navigate from a homepage to a product page without triggering a traditional page view event. This makes it difficult to track user interactions and page views accurately which can skew analytics data, leading to an incomplete understanding of user behavior, which can adversely affect marketing and development decisions.

Solution

To address this, use the "history change" trigger in Google Tag Manager to capture URL changes that occur without full page reloads. 

Additionally, implementing custom events within the data layer can help capture specific user interactions, such as clicks or form submissions, ensuring that these actions are accurately tracked even in a SPA environment.

Issue 3: Difficulty in tracking user interactions with dynamic content

Capturing events or data from dynamically loaded content, such as elements loaded via AJAX or JavaScript, can be challenging because these elements are not present during the initial page load. This can lead to missed tracking of key user interactions, such as clicks on dynamically loaded buttons or form submissions, resulting in gaps in the collected data.

Example: A website that loads additional content as the user scrolls or opens a modal window via AJAX can have interactive elements that are not tracked by traditional methods.

Solution

Use GTM's auto-event triggers, such as "Click" or "Visibility" triggers, to detect interactions with dynamic content. Ensure these triggers are set up to listen for events on dynamically added elements. 

Additionally, implement custom data layer events that fire whenever dynamic content is loaded or interacted with, ensuring comprehensive tracking of user actions. For complex setups, consider a GTM audit to ensure all interactions are correctly tracked.

Issue 4: Challenges with consent management and GDPR compliance

Integrating GTM with consent management platforms to ensure that tags comply with user consent preferences and data protection regulations like GDPR is a significant challenge.  Failure to manage consent properly can lead to non-compliance with privacy laws, resulting in potential fines and a loss of user trust due to unauthorised data collection.

Example: A website that uses tracking tags for analytics or marketing purposes must obtain explicit user consent before these tags can collect data, as required by GDPR.

Solution

Integrate a Consent Management Platform (CMP) with GTM to manage user consent effectively. Configure triggers in GTM to check the user's consent status before firing tags. 

This setup ensures that no data collection occurs without user consent, maintaining compliance with GDPR and other privacy regulations.

Issue 5: Tag firing order dependencies and race conditions

Tags that rely on data from other tags may face issues if they fire too early, resulting in incomplete or inaccurate data capture. This inconsistency can compromise the accuracy of the data collected, particularly when marketing decisions rely on comprehensive analytics data.

Example: A marketing tag that needs user information set by an analytics tag might fire before the analytics tag has provided the necessary data, leading to incomplete user profiles.

Solution

Use GTM’s tag sequencing feature to control the order in which tags are fired. This feature allows setting specific tags to wait for others to complete before they can activate. 

Additionally, utilise blocking triggers to prevent tags from firing until certain conditions, such as the availability of required data, are met.

Best practices for optimising GTM

Optimising GTM is essential for efficient data collection and seamless tag management. Whether you're just starting out or refining an existing setup, following best practices can significantly enhance the accuracy and reliability of your analytics. Here are key strategies to ensure your GTM implementation is both effective and easy to maintain.

Organise tags, triggers, and variables

Use a consistent and descriptive naming convention for tags, triggers, and variables to make your GTM setup easy to navigate and manage. Group similar items into folders and use clear, intuitive names that describe their function or purpose.

Utilise built-in variables and triggers

GTM offers a variety of built-in variables and triggers that can simplify your setup. Use these built-in features where applicable to reduce the need for custom coding.

Implement a data layer

A well-structured data layer is crucial for managing data across different pages and systems. Define a clear schema for your data layer that includes all necessary variables and ensure it's consistently implemented across your site.

Regularly audit and test tags

Conduct regular audits of your GTM container to identify and remove redundant or outdated tags. Use GTM’s Preview and Debug mode to test new tags and triggers before publishing.

Implement version control and use workspaces

Use GTM’s version control to keep track of changes and manage different versions of your container. Workspaces allow you to work on new changes without affecting the live environment, making it easier to collaborate and test new setups.

These best practices help optimise GTM setups, ensuring efficient tag management, accurate data collection, and easy maintenance.

In conclusion, addressing the common challenges of Google Tag Manager (GTM) is crucial for accurate data collection and effective digital marketing. Need help with your GTM setup or a detailed GTM audit? Contact us today for a free 30-min consultation and let our experts guide you through the process!