Wednesday, November 14, 2018

Why Google Tag Manager?

• The more calls to external resources you add to your pages, the more likely you’ll experience slowdowns in page load - regardless of whether or not the scripts load asynchronously. Since tag managers use one snippet of JavaScript to control any number of tags, they reduce the number of requests to outside sources when your pages load.

• Tags still have to be individually read and executed even they load asynchronously. That execution usually means requesting information from the page itself - which could still be loading. Since tag managers only make one code call, all calculations on how and when to fire tags can then happen while the rest of the page loads uninterrupted.

• Most tag managers use a CDN, minimizing geographical-based script loading latencies as well as removing the reliance on a single server to respond in order to get tags to work correctly.

• Tag managers can consolidate data shared by multiple tags into a single field that feeds all of the tags in one hit - something that IT people call a “data layer”. Supposing you report details of purchases on your site as conversions to (for example) Google Analytics eCommerce, AdWords, and Kenshoo. Deploying each individually means having to request the same purchase information three times, in the specific setup of each tag. Using a tag manager leverages this “data layer” to set a single point of reference from which all three services can pull the necessary data.

• Tag managers also give you FAR more control on choosing which tags fire when, how, and on which pages, through the implementation of rules and macros. For more info take a look at http://www.simoahava.com/analytics/google-tag-manager-playing-rules/