Google Tag Manager (GTM) is a free tool that makes it easy for marketers to add and update website tags, including conversation tracking, site analytics, re-marketing and more, without needing to edit your website code.
Access Raise can enable Google Tag Manager on your website, but we don’t provide guidance or support for anything beyond this. You have sole control and responsibility over the creation and maintenance of your tags.
⚠️ Important: Using GTM effectively requires more technical knowledge than Google Analytics. For this reason, we suggest that you have at least a basic level knowledge of coding or programming before you start to use it. If you don’t have this internally, you can hire a GTM consultant to help you set it up.
What can go wrong?
In our experience, people without the required technical knowledge find setting up tags to be difficult, and poor implementations have been known to cause tracking issues in Analytics and even technical issues on client websites.
GTM tags essentially add code on your site which, if done incorrectly, can break the page or site entirely. In addition, if you also deploy the same tags through other tag management solutions, this can skew your analytics data.
If you don’t have previous experience with GTM, we suggest you first watch the Google Tag Manager Fundamentals videos on the Google Analytics Academy before you make a decision on using it.
Enable GTM on your site
If you’re happy to go ahead with GTM, you can follow this simple process to enable GTM.
Create your GTM account.
Add your Google Analytics tag to it.
Note your GTM ID then reach out to us via the Digital Assistant and let us know the ID.
During the switchover, there may be some disruption to your visitor numbers in analytics, but they’ll recover the day afterwards.
Please keep a close eye on your stats in the days that follow the implementation in case there’s any issues.
As part of enabling GTM on your website, you’ll see that we add an additional tag to collect our own data on to of the tag you use to collect yours. We use this data for internal benchmarking purposes to help improve both the platform and our services and this won’t conflict with your data collection.