Tag management made easy
Google Tag Manager or, as some in the industry are describing it 'the CMS for site tags', landed last month. As a no charge variation of a solution normally charged for, it will be interesting to see how popular this product is - not only amongst those solely using GA, but those with existing tag management systems and those using other tracking tags altogether.
For those reliant on other teams (or indeed other companies) for addition of and updates to code on their site, the product is attractive - bringing both agility and reliability. Instead of waiting for scheduled deployments, tags can be edited at any time and are supported by 'easy-to-use error checking and speedy tag loading'.
Not specific to Google tags, the system is said to also accommodate tags from other platforms.
Most interestingly, custom rules can be created within the system which determines whether tags are fires or not - for example if specific information was only to be captured should a specific product be purchased. With the ability to add custom code for 'any tag you like' we're keen to understand if this system opens possibilities to custom variable tracking within Google Analytics. Fingers crossed as this is one area of GA that needs some love!