Google Tag Manager New Features and How to Use Them to Your Advantage

Last week Google Analytics launched a few new updates to its Tag Manager feature that are said to help both IT and marketing departments. You can find the official announcement here. There were three major updates:

  1. New APIs for better customization.
  2. A new interface to help you edit and launch tags faster.
  3. More 3rd party templates to make tagging easier.

All of these new introductions are said to help Webmasters make decisions quicker and further customize their website’s infrastructure based on individual needs. For more information on how the Tag Manager works in general, visit this article we published on Search Engine Journal a few months ago. Once you’re acquainted with the tool, below lists how these changes work and how your company can take advantage:

The Google Tag Manager API

The goal of the new API is to let you customize the infrastructure how it works best for you. A few other new features Google mentioned include:

  • You can preview and publish containers and tags, and making it easy to manger user access in bulk by setting permissions for several users at once. You can also create role-based permissions.
  • You can build your own tools.
  • Manage large tagging setups for clients by creating a master container template, specifying variations in Google Sheets, and then use the API to automatically keep those containers in sync.

According to Head of Marketing at Insureandgo Simon Everett, the new Google Tag Manager API allowed his team to make decisions quicker than in the past. He said to Search Engine Land in an article, “we can see within a few weeks whether the strategy has worked. Before it would have taken six to nine months.”

A Brand New Interface

The goal here was to create a more intuitive interface for the non-technical users. Google therefore decided to structure the Tag Manager similarly to how AdWords and Google Analytics are structure. There are three new updates to note:

  1. A default workflow that is simple and clean.
  2. Instant search and autocomplete. This will help you find things in your containers.
  3. New keyboard shortcuts.

Below is a screenshot from Google that shows the new interface and how marketing managers can update and add tags:


More Coverage for 3rd-Party Tags

The biggest advancement here is that marketers can add tags of their own and choose from a much larger selection of 3rd party providers. Some of the new tags include AdRoll, Marin, Comscore, Bizo, Clicktale, Neustar, Distillery, Turn, Mediaplex, VisualDNA, Criteo, and more. You will start to see these options within the next few weeks.

If there is a tag that you want to use but you don’t see it, you can now add that tag as a custom HTML tag. Google provided the following screenshot of how you create a new tag:


You can use the new features right away simply by logging into your account and following the instructions that will pop up on your screen. Try them out and let us know what you think or if you have any questions in the comment section below.

Extra: If you’re new to the Google Tag Manager, visit this link to get started.

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