Whether you’re a small business with a single site or a large enterprise with many complex sites and apps, Google Tag Manager makes it easier to implement and maintain the tags for all your marketing and measurement tools.

Over the past few years, we've continued to improve the core functionality of Tag Manager for all users while also introducing enterprise features for customers with more advanced needs.

For Tag Manager 360 customers, we recently added Approvals functionality, enabling enterprise users to involve more stakeholders in the tagging process without needing to give them full Publish access.

Using Approvals, you can limit select users to requesting approval for tagging changes. Then you can use the built-in commenting capability to work back and forth with them to get things just right.

Today we’re excited to announce another new feature that gives you even more control over your tagging: Zones for Tag Manager 360!

With Zones, you can give users access to publish certain types of tags on certain parts of your site. Zones work by letting you link additional containers within specified page boundaries.


For even more control, you can turn on Type Restrictions to choose what types of tags, triggers, and variables will work from containers within a zone.


If you’re already a Tag Manager 360 customer, you’ll see a new Zones section in the left sidebar of your containers starting today. Visit our help center to learn more about Zones.

Want to become a Tag Manager 360 customer? If you’re already a customer of another Google Analytics 360 Suite product, you can reach out to your Account Manager. If you’re brand new to the Analytics 360 Suite, visit our website to learn more.

Posted by Scott Herman, Product Manager, Google Tag Manager

Google Tag Manager and Tag Manager 360 make it easier than ever to deploy and manage tags for all of your various marketing and measurement tools at scale. Whether you’re doing a basic tag implementation across a single website or a more extensive implementation across a network of sites and apps, Google Tag Manager has your back.

A Better Way to Manage Google Analytics Tags

Measuring websites and apps effectively often requires multiple Google Analytics tags. You may have a basic Universal Analytics pageview tag to measure views of all your content, as well as event tags for clicks on certain buttons, links leading away from your site, form submissions, and so on.

Keeping the settings for all of these tags in sync can be a challenge. You have to ensure your Tracking ID is set correctly and that any custom settings are consistent. Making changes to things like Custom Dimensions and Metrics across multiple tags can require repetitive work or cumbersome workarounds.

That’s why we’re excited to announce that rolling out this week, Universal Analytics tags in Web and Mobile* containers will support a new feature: Google Analytics Settings Variables.

A Google Analytics Settings Variable acts as a central location to configure sets of Google Analytics settings for use across multiple tags. Instead of having to enter your Google Analytics settings over and over again in each new Universal Analytics tag, you’ll simply be able to select (or create) a Google Analytics Settings Variable to apply to the tag:



With this enhanced workflow, you can focus on what you want to measure, rather than what settings you need to enter. If your organization has an analytics team or works with a Google Analytics Certified Partner, you can leave the settings to the experts without fear that you’ll mess things up.

You can have as many Settings Variables as you’d like for different combinations of settings, and it’s easy to override specific fields in a given tag with the click of a checkbox.

While this feature will appear in all Universal Analytics tags, existing tags will of course continue to work. And, if you so choose, you can continue to set up your tags without use of Google Analytics Settings Variables by checking the override box without selecting a Settings Variable.

We hope that Google Analytics Settings Variables will save you time, reduce errors, and give you more confidence in setting up Google Analytics through Google Tag Manager.

Want to learn more about Centralized Google Analytics Settings? Check out our Quick Tip video or visit our help center!

*Only available in iOS and Android containers implemented with Firebase.

Posted by Scott Herman, Product Manager, Google Tag Manager

Over the last several months, we have talked about Google Tag Manager’s improvements to enterprise workflows, enhanced our security features, and made great strides to bring more partners into our Vendor Tag Template Program. Tag Manager also launched a new mobile SDK at Google I/O in May that builds on the power of Firebase, Google’s mobile app developer platform. Today, we’re excited to announce our latest efforts to make mobile tagging easier than ever with Google Tag Manager.

Welcoming AMP to the Tag Manager family

We are excited to launch support for ⚡ Accelerated Mobile Pages (AMP) in Google Tag Manager! AMP is an open-sourced initiative to make the mobile experience better for everyone. Early data shows that AMP pages load 4x faster and use 10x less data than equivalent non AMP pages. Starting today, you can start using Google Tag Manager to simplify your tag deployment on AMP sites.


While implementing measurement solutions on AMP pages has already been possible, it can be confusing and cumbersome for folks who are new to AMP or who have tagging needs beyond tracking a basic page view. That’s why, in addition to Google Analytics, AMP containers in Tag Manager provide support across Google’s ad platforms including AdWords and DoubleClick. You will find more than 20 tag types available out of the box including a variety of 3rd party vendor tags. We also made sure that firing your tags is a breeze with great coverage of AMP’s triggers as readily available built-in Tag Manager triggers:



When setting up tags, it’s common to want to collect additional values such as how far the user has scrolled down the page or the page’s title. AMP Analytics’ variables serve this purpose and are available in Google Tag Manager as built-in variables ready to be integrated into your tags. You can head over to our support pages for a full list of supported tags and information on how to use built-in variables.


Getting started is as easy as it sounds:

1. Create a new container for your AMP site
2. Drop the Tag Manager snippet on your AMP pages
3. Create your first tags
4. Preview & Publish

AMP containers are built with the familiarity and flexibility that existing Google Tag Manager users already depend on. As with our other solutions in Tag Manager, AMP containers “just work” out of the box.

Improving Tag Manager for mobile apps

When we announced Google Tag Manager’s new SDK at Google I/O, we brought an integration method to Android and iOS apps that builds on the power of Firebase. This integration makes it easier than ever for developers and marketers to manage where their app data is sent, both within Google and to our supported Tag Template Vendors.

New triggers for events Firebase automatically detects

Today, we are making our mobile app containers even more intuitive and easy to use by tapping into the events that Firebase detects automatically. Now, when you are in a Firebase mobile container, you will see several new options when setting up triggers. Whether your container targets Android or iOS, you will see a new section called “Firebase Automatic Events” which contains the supported automatically detected events for the respective platforms. You can also find built-in variables for each of those events’ parameters, so setting up your tags should be a cinch.

Find parameters when you need them

In addition to the events Firebase can detect automatically, developers are encouraged to implement general events for all apps as well as suggested events by app type to help them fully take advantage of Firebase features. Once implemented, you’re able to use the parameters from these events in your tags: just create a new user-defined variable and select “Event Parameter.” With this new feature, you no longer have to remember which parameters are available for which events. Select the event you’re working with, and you get a list of available parameters.



We are dedicated to providing you with best-in-class tag management. As consumers shift to mobile, our priorities include developing simple, easy-to-use solutions for the latest mobile technologies.

Whether you are building mobile apps or adopting the AMP platform, we’ve got you covered.

Posted by Ben Gram, Product Manager, Google Tag Manager

With Google Tag Manager and Tag Manager 360, we make it easy for marketers to manage tags on their sites and apps for fast, flexible implementation of new marketing technologies. Last week at SMX East, we announced that we’ve added more than 20 new tag templates to Google Tag Manager to empower marketers to move faster and make decisions with confidence. This is one of a couple recent changes to make Tag Manager more open and more secure.

New third-party tag templates

Google Tag Manager already includes easy-to-use tag templates for many Google and non-Google tools. And, while we support implementing all other tags using a variety of custom tag types, we’re dedicated to expanding the number of third-party tag templates available to you. Tag templates make it easy to add and maintain tags on your sites and apps without code. This means that less technical users can be more involved, errors are less likely, and your sites are ultimately more secure.

To make it easier and safer to deploy third-party tags, we've developed an open format that allows vendors like Microsoft, Twitter, and Nielsen to implement and maintain their own tag templates in Google Tag Manager. For companies whose products depend on tags, having a tag template in Google Tag Manager is a great way to make implementation easier than ever.






Our Vendor Tag Template Program allows tag providers to natively integrate with our tag templating system. Google performs a security review of each tag that is submitted through the program. The resulting tags are integrated into Tag Manager, and displayed with the company’s logo and an easy-to-use form to configure and deploy the tag.





Some recent additions include:


Are you a vendor who would like your tag supported? Learn more about the Vendor Tag Template Program and enroll here.

Secure container loading

At Google, we constantly look to develop products with best in class security. Google Tag Manager already has a host of security features such as user access controls, 2-step verification, malware detection, and tag blacklists. We’ve now also made some changes to the Google Tag Manager container snippet — given out in our user interface and documentation — to improve security and performance even more.

Previously, the Tag Manager container snippet loaded containers in a protocol-relative manner. That is, on pages with an https:// URL, the container would be loaded securely using HTTPS. Our new snippets will always use the secure protocol (HTTPS) by default, regardless of the protocol of the page. This helps protect containers from malicious parties and snooping, and in many cases, will also improve performance.

You’ll also notice that we’ve made a change to how we recommend Tag Manager be implemented, now with the container snippet split into two parts:

• A JavaScript snippet that should be implemented as high in the <head> of your page as possible to ensure the best tag performance. This change is especially important if you plan to use Tag Manager to deploy Google Optimize.
• An iframe snippet that should be implemented just after the opening <body> tag. This snippet handles firing of image pixels for users with JavaScript disabled, and also enables Google Search Console verification.

To get the best performance, it’s recommended that you implement both container snippets following the latest installation instructions.

What if you already have Google Tag Manager implemented on your site? Not to worry: These changes are optional, and your existing implementations will continue to work without a problem. To get the highest level of security and performance, you can update your implementations at your earliest convenience.

Happy tagging!

Posted by Scott Herman, Product Manager, Google Tag Manager

This past March, we launched the Google Analytics 360 Suite, a set of integrated data and marketing analytics products designed for the needs of enterprise-class marketers in today’s multi-screen world.

Today we have another exciting announcement. Next month we’ll start rolling out a new product: Google Optimize — a free version of our enterprise-class testing and personalization product, Google Optimize 360. Google Optimize will be globally available at that time. Additionally, we’re including enhancements to many of our existing free products. Read on for details.

Businesses of all sizes need tools to measure and succeed

First of all, why this free product now? Because companies big and small face the same challenge today: Consumer expectations are higher than ever in a mobile-first world. How can brands be more useful to people in their moments of need? With ever more data flooding in, marketers need access to the right data so they can uncover useful insights — and act on them quickly.

The companies that are already making this leap from data to action are transforming their businesses by becoming more useful to consumers throughout these micro-moments. How? Analytics and testing are the key. In fact, according to an Econsultancy survey of 4,000 marketers, the top two digital trends in 2020 are going to be a focus on customer experience (24%) and personalization (23%).

That’s what has led to today's announcement. We've made several advancements to the free versions of our analytics products to bring modern measurement to everyone, and help them create happier customers by providing more relevant experiences. Let’s take a closer look.

1. How can every business deliver personalized customer experiences?
   Google Optimize (beta). This free web and mobile-web testing and personalization tool helps businesses improve their customer experiences and business metrics. Because it’s built on top of Google Analytics, businesses can use their existing information to experiment and personalize site experiences with minimal setup requirements. Request an invite.

We built Google Tag Manager with the goal of solving tagging problems for our customers: decreasing implementation time so you can focus on the things that matter most to you, reducing errors so you can have more confidence in your data, and speeding up your tags to make your users’ experiences faster, and make the web a better place.

Last week, we launched workspaces to improve collaboration and enterprise workflows in Google Tag Manager. This is just the latest in a series of improvements designed to better meet the needs of our enterprise customers. In case you haven’t been keeping up with all of our many updates, here are some things you may have missed:

Testing & Security:

• Environments – Building on our strong preview and debugging capabilities, Google Tag Manager and Tag Manager 360 now also support publishing changes to specific testing environments (e.g. Dev, Staging, QA). You can set up as many environments as you need for your organization and name them whatever makes sense for you. When you go to publish, simply choose the environment you’d like to publish your changes to. It’s never been easier to test your tags to make sure your upcoming tag changes align with your upcoming site changes, and that you get things right the first time.
• Malware detection – To protect the safety and security of your users, Google Tag Manager and Tag Manager 360 will now automatically detect when tags deployed through your containers point to sites where we’ve found malware. You’ll be notified that there’s a problem, and the culprit tags will be paused so you can track down the issue without risk to your website and your users.

Organization:

• Folders – As your containers grow over time, it can become difficult to keep track of all of your tags, triggers, and variables. With folders, you can organize these items into logical groupings, making them easier to work with for yourself and your team members.
• Tag sequencing – Not all tags work independently. Sometimes it’s important for your tags to fire in a specific order. With tag sequencing you can specify tags to fire immediately before or after a given tag to ensure that things happen just the way you expect.

Mobile:

• Mobile app tag management – Google Tag Manager for mobile apps has been rewritten to be simpler, smaller, and faster. It is now integrated with Firebase, Google’s new mobile app developer platform, which provides end-to-end development tools and analytics.

Services & Support:

• Tag Manager 360 – Launched earlier this year as part of the Google Analytics 360 Suite, Tag Manager 360 includes services and support to help you get up and running faster, service level agreements (SLAs) to guarantee that you’ll be able to work on your tags as needed and that they’ll consistently fire based on your configuration, and integration with the 360 Suite for centralized account access and user management.

Interested in Google Tag Manager 360? Visit our website to learn more.
Posted by Scott Herman, Product Manager, Google Tag Manager

Companies of all sizes use Google Tag Manager, but larger organizations often have very different needs than others. That’s why, over the past year, we’ve launched Google Tag Manager 360, and have been working to build features that better address the needs of enterprise customers.

Today, we’re excited to announce one of these new features: workspaces in Google Tag Manager and Tag Manager 360!

Until now, all tag changes were prepared in a single container draft before being versioned and published. This sometimes led to complicated workflows and workarounds for multi-user teams and their agencies. Workspaces give you more than one space to do your work. Teammates can now easily work on tags at the same time, or make quick changes without publishing everything that’s in the works. Simply create a new workspace, make your changes, and hit publish. Tags, triggers, and variables being worked on in other workspaces will remain unaffected.

The new workspaces are essentially places to work on sets of changes that will become versions. When a workspace is versioned or published, its name, notes and list of changes will be carried over to the version, so you have a full history of what’s changed in your container and when.

What happens if tags you’re working on in one workspace are changed in another? Not to worry. Tag Manager will let you know if there are conflicts when a new version is created. Then it will guide you through merging them into your workspace with an easy-to-use conflict resolution tool!

You’ll also notice that we've made the Google Tag Manager and Tag Manager 360 interfaces faster and easier to use. Need to enable a built-in variable while working on a tag? Sliding screens let you configure related tags, triggers, and variables without dropping out of your current editing flow. Want to know which tags a certain trigger is applied to? Trigger and variable screens now tell you exactly where they’re being used. Not sure what type of variable to use to grab a value from your site? Configuration screens are now easier to read and include more in-line guidance.

Starting today, Tag Manager 360 customers will be able to create unlimited workspaces in their containers! Having unlimited workspaces is ideal for the large organizations and complex collaboration efforts that Tag Manager 360 was designed for. If you’re a Tag Manager 360 customer, or a customer of another Google Analytics 360 Suite product, reach out to your Account Manager to learn more.

Users of the standard version of Tag Manager will also benefit. All containers will be enabled for up to three concurrent workspaces (a default workspace—similar to the container draft today—and two additional custom workspaces). The enhanced interface will also give you greater visibility into exactly what changes are being made when you hit publish.

We'll keep thinking about how to make tagging easier for you. We already have improvements planned for workspaces and other areas of Google Tag Manager and Tag Manager 360 to make our products even more powerful and easy to use. We’ll have more to share soon!

Interested in Google Tag Manager 360? Visit our website to learn more.

Posted by Scott Herman, Product Manager, Google Tag Manager

Google Tag Manager is known for making it easy to deploy and manage analytics, remarketing, conversion tracking, and other types of tags across your websites and apps. And with the introduction of Firebase – Google’s new platform for mobile developers across iOS and Android – using Tag Manager or Tag Manager 360 to configure your in-app measurement has never been easier or more powerful!

Yesterday at Google I/O, we announced that we’re expanding Firebase to become a unified mobile developer platform designed to make it easier than ever to build apps using Google’s products and services – and Google Tag Manager is one of these services! The latest version of Tag Manager and Tag Manager 360 for mobile apps has been designed to work with Firebase and to extend its capabilities for both developers and marketers.

Unified in-app instrumentation
At the heart of Firebase is Firebase Analytics – a free and unlimited analytics product designed specifically for mobile apps. But Firebase Analytics is more than an analytics product, it’s a unified way for developers to measure anything and everything that’s happening in an app from key business drivers to detailed user interaction. This creates a single source of truth for in-app activity that you can share with other Firebase features and Google products. For Tag Manager, this makes Firebase Analytics the new data layer, which means that anyone who is using Firebase Analytics is ready to start using Tag Manager without recoding.

To get started with Google Tag Manager and Tag Manager 360, simply sign-up for Firebase, sign in to Tag Manager to setup a new Firebase container, and then add both Firebase Analytics and Google Tag Manager to your app. Everything that you’re measuring with Firebase Analytics is ready for use in Tags, Triggers, and Variables in Tag Manager.

Dynamic app measurement
Firebase Analytics makes it easy to measure what’s happening in your app. But what happens if you mislabeled an event or forgot to add a critical parameter? By adding Tag Manager or Tag Manager 360 to your app, you can make changes to your measurement setup without having to wade into the app update process.

As experienced marketers know, without tag management, even the most basic tagging changes can take a lot of time and effort, require coordination between marketing and development teams, and pull resources away from other projects. With Tag Manager and Firebase, you’re able to decouple your measurement changes from your build cycles – and by doing so, streamline how your development and marketing teams work together.

One SDK, many options While Firebase aims to make it easier than ever to build apps and measure user behavior, it’s not meant to be a one-size-fits-all solution. Developers and marketers often choose to use multiple solutions from multiple vendors in their apps. Google Tag Manager and Tag Manager 360 can help make sense of these disparate tools.

With Firebase Analytics, it’s easy to measure what’s happening in your app – without limiting you to a single toolset. Google Tag Manager and Tag Manager 360 let you take your data and send it to various other analytics tools both at Google – such as Google Analytics – and with other partners. We’re thrilled to announce tag vendor partnerships with several of the leading app attribution solutions including Kochava, Tune, adjust, AppsFlyer, Apsalar, and more. Google Tag Manager has long been heralded for its commitment to being vendor agnostic for web measurement and is excited to extend that same commitment to mobile apps. And our partners are excited too!

"We have always been passionate about supporting developers by making sure Kochava is always integrated with the best tools. That's why we're so excited to provide out-of-the-box support for Google Tag Manager via Firebase."
- Charles Manning, CEO of Kochava

If you don’t see the partner you’re looking for, don’t fret. We’re continually adding additional partners through our Vendor Tag Template Program.

Get started at your convenience
If you’re already using Google Tag Manager or Tag Manager 360 for mobile apps don’t worry, your existing containers and the current SDKs will continue to work just the way they are. But as with any major feature release, we recommend upgrading to the latest version of Google Tag Manager for mobile apps – and Firebase along with it – at your earliest convenience. That way, you can be sure to make the most of your mobile tag management experience.

Ready for Google Tag Manager? Learn more and get started today!

Posted by Scott Herman, Product Manager, Google Tag Manager

Google Tag Manager Fundamentals shows you how to use tools like Google Analytics and Google AdWords to improve your data collection process and advertising strategies including:

• the core concepts and principles of tag management using Google Tag Manager
• how to create website tags and manage firing rules
• how to enhance your Google Analytics implementation
• the importance of using the Data Layer to collect valuable data for analysis
• and how to configure other marketing tags, like AdWords Conversion Tracking and Dynamic Remarketing.

Check out Google Tag Manager Fundamentals today! Make sure to use the language picker in the lower right corner of the page to select your language.*

Happy tagging!

*Note: This course is not currently open for certification, but all of the lesson and assessment content is available for you to learn and test your knowledge. Join the Google Analytics Academy G+ community to get updates on existing and new course content!

Posted by Lizzie Pace, Google Analytics Education team

Google Tag Manager is great for easily deploying and organizing all your site and app tags. But what about the complex problem of tags in the real world? Libraries, dentist offices, and college universities are a big mess of file folders with complex tagging systems. (The Dewey Decimal System for example dates all the way back to 1876!) Street artists have to manually spray paint their tags, and retailers have to keep track of tags on their wares. Conservationists and marine biologists tag animals such as sharks in order to fully understand their behaviors. But how to wrangle your universe of real-world items is the question.
The Tag Manager team thought deeply about this issue and decided there had to be a better way to manage the broad spectrum of real world tags. Finding things like folders by numerical sorting in stacks of thousands is simply too difficult. What if one is out of place? That’s why today we’re excited to announce Google Tag Manager for real world tags!

Simply place the patented Google Tag Manager RFID tag on what you want to manage, such as the above LP, and we’ll do the rest.

Feature Overview
Google Tag Manager for real world tags seeks to automagically inventory, categorize and help manage your real world tags no matter what variety they are. And by using the power of the cloud, the hard work will get done for you!

Inventory
Once placed on the desired item, Google Tag Manager for real world tags will create a record of that item in your Tag Manager dashboard. Now you have a record of this item from your mobile device or workstation, so you can manage it from anywhere in the world.

Automatic Categorization
We’ll automatically determine what’s going on with your items and scan their contents in real-time. So whether you’re tagging a shark, or just tagging your lunch in the break room refrigerator, our tag management technology will discern what’s being tagged appropriately, and help you easily turn on the set of functions specific to your use case (for example, tracking down your missing leftovers).

Edit & Create Rules
You can create rules for your tags without having to even go back to your physical item. For example, are you a street artist? Simply stick one of our RFID stickers on the wall next to your tags, and change the color or style from anywhere in the world through our easy to use interface.

Speaking of sharks, are you a marine biologist? We've got you covered. No longer do you have to manually tag each animal you're tracking one by one. With our new fleet of Google Tag Manager Real World Drones, simply setup a trigger for the animals you're working to protect, and the drones will gently and humanely deploy the necessary tags to all relevant animals:

How to get started ...
We’ll be releasing Google Tag Manager for real world tags in the coming weeks, and shipping 10,000 physical tags to each registered user of Google Tag Manager to get started. The first release will require you to manually update your tags, but of course you only need to re-tag your items once - after that, it’s smooth sailing.

Happy Tagging!

Posted by the Google Tag Manager Team .
...and yes, April Fools.

• See the complete customer journey. Marketers require full visibility and context to see what’s really happening across all customer touchpoints, devices, and channels.

• Useful insights, not just more data. Marketers need enormous computing power, data science and smart algorithms, all working together to quickly make sense of data for them. In other words, built-in intelligence to do the heavy lifting for marketers and make insights easy to see.

• Enable better sharing within your organization. Marketers seek to put insights into everyone’s hands and get the whole company on the same page — resulting in stronger cross-functional goals and smarter decision-making.

• Deliver engaging experiences to the right people. Marketers want to make their brand immediately useful to consumers. With integrations across multiple Google technologies, the suite products not only work well together, but also with other products, including AdWords, DoubleClick, and 3rd-party platforms — enabling marketers to take immediate action and drive business impact.

• Google Audience Center 360 (beta). This powerful data management platform (DMP) helps marketers understand their customers and find more like them across channels, devices, and campaigns. It offers native integration with Google and DoubleClick, plus it's open to third party data providers, DSPs and more.

• Google Optimize 360 (beta). This website testing and personalization product helps marketers deliver better experiences. Marketers can show consumers multiple variations of their site and then choose the version that works best for each audience.

• Google Data Studio 360 (beta). A new data analysis and visualization product that integrates data across all suite products and other data sources ― turning it into beautiful, interactive reports and dashboards. Built-in real-time collaboration and sharing is based on Google Docs technology.

• Google Tag Manager 360. Built from our industry-leading tag management product, itempowers enterprise marketers to move faster and make decisions with confidence. It offers a simplified way to gather site information (all those tiny bits of code) and powerful APIs to increase data accuracy and streamline workflows.

• Google Analytics 360, formerly known as GA Premium, will roll out exciting new capabilities throughout the next couple of months as investments continue to grow. It will serve as the measurement centerpiece by analyzing customer data from all touch-points and integrating with our ad products to drive marketing effectiveness.

• Google Attribution 360, formerly known as Adometry, has been rebuilt from the ground up to help advertisers value marketing investments and allocate budgets with confidence. Marketers can analyze performance across all channels, devices, and systems to achieve their most effective marketing mix.

“Google Analytics Premium is helping us connect the dots. As a data-driven organization, we strive to approach each business challenge objectively and back our assumptions with data. Google Analytics Premium gives us the flexibility to customize the data we collect in a manner that makes it easy to answer our business questions.”

Posted by Rachel Reader, Google Analytics Marketing

We're excited to announce that our next Analytics Academy course, Google Tag Manager Fundamentals, is now open for participation. Whether you’re a marketer, analyst, or developer, this course will teach you how Google Tag Manager can simplify the tag implementation and management process.

You'll join instructor Krista Seiden to explore topics through the lens of a fictional online retailer, The Great Outdoors and their Travel Adventures website. Using practical examples, she’ll show you how to use tools like Google Analytics and Google AdWords tags to improve your data collection process and advertising strategies.


By participating in the course, you’ll explore:

• the core concepts and principles of tag management using Google Tag Manager
• how to create website tags and manage firing triggers
• how to enhance your Google Analytics implementation
• the importance of using the Data Layer to collect valuable data for analysis
• how to configure other marketing tags, like AdWords Conversion Tracking and Dynamic Remarketing

We're looking forward to your participation in this course!

Sign up for Google Tag Manager Fundamentals and start learning today.

Happy tagging!

Post By: Lizzie Pace & The Google Analytics Education Team

• When and why to use Google Tag Manager
• Best practices for naming conventions and setup tips
• When to choose the Data Layer or the Tag Manager UI
• How to implement GA event tracking, custom dimensions & cross-domain tracking
• How to setup AdWords, Doubleclick, and Dynamic Remarketing tags in GTM

Announcement #2: New Content Experiments with Google Tag Manager


Google Tag Manager has been built to be very intuitive, even for people not familiar with coding. Businesses can now let their marketers or business analysts run experiments without requiring a developer to be involved. App experiments are now accessible to everyone.

1. Sign up for an account at www.google.com/tagmanager and create a mobile container
2. Download the SDK for either Android or iOS.
3. Start programming! Use the SDK to instrument configuration and events you care about in your app.
4. When you’re ready to dynamically change your app, use the Google Tag Manager interface to start configuring. Remember to press the “Publish” button to push your rules and configurations to your users.

1. You find that one (or several) of the pages on your site is missing Google Analytics, or some pages had Google Analytics deployed twice causing duplicate pageviews and inflating traffic.
2. Google Analytics custom variables were inconsistent or missing on some portions of the site, leading to data quality issues.
3. An unauthorized marketing tag was piggybacking off of another tag.
4. One of the tags on an international site you managed did not follow the new EU Cookie Laws related to privacy.

1. All the tags on your site, split up by specific pages’ tags, and even pages they are missing from.
2. Cookies set by various tags and what pages they are set on.
3. How the tag is deployed – through a tag management system or directly from a page source.
4. Instances of tag piggybacking – one tag being loaded by another tag.

1. Tag name and functionality
2. Pages or the category pages the tag needs to be on
3. Information collected through the tag about visitors (cookies set)
4. Firing rules