Google Tag Manager (GTM) is a powerful tool for tracking website activity and collecting data. It helps marketers and analysts better understand their audience and improve their online presence. However, GTM can be tricky to set up and manage, and there are some common mistakes that can derail even the most well-planned implementation. In this article, we’ll take a look at ten common GTM mistakes and how to avoid them.
Not having a plan
One of the most common GTM mistakes is not having a plan before starting to implement tags. It’s important to have a clear idea of what you want to track and why, as well as how you want to use the data you collect. Without a plan, you risk implementing tags that aren’t relevant or don’t provide actionable insights.
To avoid this mistake, start by defining your goals and KPIs. From there, you can create a tagging plan that outlines the specific tags you need to implement and how they will help you achieve your goals.
Not setting up a testing environment
Another common mistake is not setting up a testing environment before implementing tags on your live website. This can lead to tags firing incorrectly or not firing at all, which can impact your data accuracy.
To avoid this mistake, create a testing environment that replicates your live website. This can be done using a subdomain or staging environment. Once you’ve implemented tags in your testing environment, test them thoroughly before deploying them to your live site.
Not using naming conventions
Naming conventions are important for keeping your GTM implementation organized and easy to understand. Without them, it can be difficult to identify tags and understand what they’re tracking.
To avoid this mistake, establish a naming convention that works for your organization. This could include using descriptive names for tags, variables, and triggers, and following a consistent naming structure.
Not using variables
Variables are a key component of GTM, as they allow you to capture and store data that can be used across multiple tags. Not using variables can lead to duplicative tags and decreased efficiency.
To avoid this mistake, use variables to capture and store data that can be used across multiple tags. This can include things like page URLs, product SKUs, and user IDs.
Not using tag templates
Tag templates are pre-built tags that can be customized to meet your specific tracking needs. Not using tag templates can lead to custom tags that are less efficient and more prone to errors.
To avoid this mistake, explore the tag templates available in GTM and use them whenever possible. This can save you time and ensure that your tags are properly formatted and configured.
Not tracking form submissions
Form submissions are a key conversion event for many websites, yet they are often overlooked in GTM implementations. Not tracking form submissions can lead to inaccurate conversion data and missed opportunities for optimization.
To avoid this mistake, create a trigger that fires when a form is submitted and track it as a conversion event. This will provide valuable insights into how users are interacting with your forms and where improvements can be made.
Not excluding internal traffic
Internal traffic can skew your website data and make it difficult to accurately measure user behaviour. Not excluding internal traffic from your GTM implementation can lead to inaccurate insights and wasted resources.
To avoid this mistake, create an IP address filter in GTM that excludes traffic from your organization’s internal network. This will ensure that your data is accurate and reflects user behaviour rather than internal activity.
Not using custom dimensions
Custom dimensions allow you to capture additional data about users and their interactions with your website. Not using custom dimensions can limit the insights you can gather from your GTM implementation.
To avoid this mistake, identify areas where custom dimensions can provide valuable insights and create them in GTM. This can include things like user demographics, device types, and referral sources.
Not tracking outbound links
Outbound links are links that lead to external websites. Not tracking outbound links can limit your understanding of how users interact with your website and where they go after leaving your site.
To avoid this mistake, create a trigger that fires when an outbound link is clicked and track it as an event in GTM. This will give you valuable insights into which external sites are driving traffic to your site and how users are engaging with those sites.
Not monitoring GTM regularly
Finally, one of the biggest GTM mistakes is not monitoring your implementation regularly. GTM is a complex tool, and even small changes can have a big impact on your data accuracy and tracking performance.
To avoid this mistake, set up regular monitoring and testing processes for your GTM implementation. This can include reviewing tags and triggers, testing new implementations in your testing environment, and reviewing your data to identify any anomalies or issues.
In conclusion, GTM is a powerful tool that can provide valuable insights into user behaviour and website performance. However, it’s important to avoid common mistakes that can impact data accuracy and tracking performance. By following the tips outlined in this article, you can ensure that your GTM implementation is accurate, efficient, and provides valuable insights for your organisation.