Tags are the heart of Google Tag Manager and are its reason to live.
A tag is also the thing hanging from Minnie Pearl’s hat. If you aren’t younger than 40 or not from the South, you’ve probably never heard of “HeeHaw.”
What the Heck Is a Tag?
- Google Analytics
- Google Adwords
- Marketing Automation
- Comcastify.js from our good friends at The Onion — because sometimes images just load too damn fast (or you have nostalgia for the dial-up days).
The one most people will use first is the Google Analytics tag. When you choose the template template, you are presented with four steps:
- Choose a Product (which you have already done by choosing Google Analytics, congrats!)
- Choose a Tag Type
- Configure Tag
- Fire On
For “Choose a Tag Type,” your only choices in this case are Universal or Classic Google Analytics. I REALLY hope you have upgraded to Universal Analytics by now, but Tag Manager still supports you hold outs.
In the “Configure Tag” step, all you need is the ID for your Google Analytics account, a decision on whether or not to enable Display Advertising Features (spoiler alert: you should), and track type. In this case, where we are doing a normal Google Analytics install, our track type will be “Page View.”
Finally, you get to the “Fire On” section. This will tie the tag to a trigger that will eventually fire the tag. We’ll get into this more in my next post, but a trigger can be set up to fire on every page, click, form submit, etc. In our case, we’ll want a trigger that fires on every single page since you want Analytics across your site.
Custom HTML Tag
Custom Image Tag
This option is less about being able to add your own images to a site and more about adding tracking pixels. What’s a tracking pixel you say? Basically, you are loading a small, transparent, 1-by-1 pixel image onto your site. What the heck does that do, you ask?
- Measures number of opens in an email campaign.
- Enables event tracking.
Now you know how to set up a tag, but how do you actually get the sucker to work? Stayed tuned for part three on triggers. No, not that Trigger.