Google Tag Manager installation
By: James Gunson

6 Great Reasons To Upgrade Your Website To Google Tag Manager

Heard about Tag Manager, but don’t know if it’s suitable for your website?  Not sure if it’s really worth the hassle to upgrade?

Google Tag Manager (GTM) is free software you can install on your website that will dynamically insert all your tracking tags – e.g. Google Analytics code, AdWords conversion code, Facebook tracking pixels etc – without you needing to put all those individual code snippets on the site itself.  You control those tags – and when you want them to load / fire –online inside your Google Tag Manager account.

We use GTM on our site, and strongly believe that all businesses should be using GTM on their sites, no matter how big or small they are.

Here are six great reasons why:

1. Reduced Developer Time & Cost

Because changes can usually be made to your analytics setup without altering your website code, you won’t need to involve your developers each time you want to make a tracking tweak or add a new feature.  This not only saves you money, it also frees up time for your developers to focus on more important projects for you.

2. Faster Implementation of Tracking Changes

The ability to make changes without involving developers also saves time that would normally be lost briefing them and waiting for code updates to be rolled out.  Changes to tracking and testing can happen immediately – which is especially important when you’re doing a time-sensitive launch of a new product, service or promotion.

3. Easier Code Management

Being able to control all your tracking and marketing tags in one place is much easier than having them spread out all over the site in the HTML code.  For your busy marketing team, this saves valuable time.  Or if you have consultants like us who manage your analytics, it saves you money because we can do our job faster!

The fact there are built-in tags for Google Analytics, AdWords, remarketing and other ad networks is also great for non-techie marketers who might have trouble with code implementation.

4. Fewer Errors & Problems

With Tag Manager there’s much less chance of coding errors occurring, and the software gives you the ability to preview and debug changes before you push them live.  Knowing everything works in advance means there’s less risk of losing incoming data, or worse, having visible errors on your site.

It’s also easy to roll back your changes, as previous versions are stored in your Tag Manager account, making the process fast and easy.

5. Improved Website Speed

Site speed (in particular, how fast your webpages load) is becoming increasingly important in the online world.  Not only does having a fast site provide a better user experience and help increase your conversion rates, Google has also stated that slow websites may be at a disadvantage when it comes to search engine rankings.

With Tag Manager, you’ll have one small, fast-loading piece of code on each page rather than multiple pieces of code all over the place – avoiding potential slow-downs.

6. Future Proofing

Google Tag Manager is fast becoming the industry standard for implementing tracking code. Online marketing products from major players like Google can often be updated via Tag Manager at the click of a button, rather than having to make changes to your site’s code.

Future online marketing products will also be built with tag manager software firmly in mind – and there may come a time when non-tag management methods may no longer be supported. By migrating to tag Manager today, you’ll be future proofing your website for these changes ahead.

For the above reasons, we recommend every businesses upgrade their website to Google Tag Manager if they haven’t yet done so.

Where to go from here:

For small sites with basic analytics and ad tracking installed, upgrading should be relatively straightforward task.  Larger sites or those with complex tracking in place may require extra planning and developer time – but it’s a one-off project that will pay off handsomely in the long run.

For a basic introduction and a walkthrough of how to open an account, we recommend heading over to the Tag Manager Get Started page.  And for your developers, the Quick Start Developer’s Guide will give them the information they need to switch over the code.

If on the other hand you’d prefer to have someone manage the upgrade process for you, we’re happy to help!  We’ve handled many Tag Manager migrations for our clients over the past year, and can deal directly with your developers to get the job done with a minimum of fuss.

If you’d like to find out a bit more or if you have any questions, give us a call on 09 392 0084 or send us an email at


About James Gunson

As an online marketing consultant, James advises NZ businesses on their online strategy, and handles everything from Adwords campaigns to Analytics implementation and SEO. He has a knack for fine-tuning online campaigns for better ROI and creating long-term success for our clients.

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