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Google Tag Manager


GTM gives you a unique possibility to implement all your tags and scripts (analytics, remarketing, and non- google-partners) in one place and with a few clicks..

Universal Analytics is now the default set-up of Google Analytics. There are still many companies using the old default set-up called Google Analytics and not all companies sees the migration from GA (Google Analytics) into UA (Universal Analytics,) as a fantastic possibility to start using Google Tag Manager.


The implementation of GTM is simple and the possibilities related to it are very big. Still not convinced? you will find below a list with the 7 best reasons to start using GTM today.

 

3. Flexibility: Google Tag Manager is a very exiting tool to work with as it does not require a technical background to get the job done. At the same time, IT and developers will love GTM because of all exiting possibilities that are mentioned below. In order to find out who is going to get most out of GTM, you will have to look into the complexity of your website.

 

4. Debug Option:  Make sure that your scripts/tags are working before you put them live. This is very important as GTM has a build-in debug function that makes it possible to test and debug each update on your own browser and on the page of the site before publishing the changes.


Google Tag Manager

1. Ensure your site for the future: It can be a challenge to migrate to Universal Analytics if you wrote many codes ”swapping” or have made many changes to your site.,etc…. We recommend here to gradually switch to GTM. For example, you can start moving the easiest scripts such Google Analytics Google Adwords or Facebook. Implementing GTM will take you about the same amount of time as migrating from Google Analytics to Universal Analytics but this will make future updates and changes to your scripts much easier as you will be able to make all modifications in GTM. 



2. Rapidity: Changes and implementation of new tags/scripts are fast and do not require a developer. This is very exciting as marketers can test quickly new scripts and make changes directly on the website without the help of a coder.


Universal Analytics

Universal Analytics gives you a unique possibility to follow customers behavior on your website.

You can through different metrics measure for example the amount of clicks, views, new customers compare to existing ones, the conversion rate and the value of the orders. At the same time you can identify some extra parameters (called dimensions) such as for example the location of your users, the type of device and browser they use.


This is all part of the Universal Analytics standard set-up. You would need to implement the Google Analytics script on each page of your site and an E-commerce tracking script on the check-out page. Send us an e-mail here, so that we can evaluate your needs.

For the most optimized follow-up, it is vital to be able to quickly see the KPIs (Key Performance Indicators), that matter most for the different levels of marketing management.



This happens through Google Analytics dashboard (standard) or through Google Analytics custom dashboard. We strongly recommend here to create a custom made dashboard and to generate a report for each level of your internal marketing structure.



The needed KPIs, that a CMO (Chief Marketing Officer) would like to see, are not always the same than the KPIs, that could be relevant for an Online Campaign Manager.

Google Universal Analytics

Universal Analytics has also developed an extra tracking feature called Enhanced Ecommerce Tracking. 


This feature allows to follow the whole product journey on the site (from the amount of users that look at it, click on it to the amount of users that put and remove the products in/from the shopping basket.



Product journey: You can follow how the products perform on each page (through for example CTR, clicks, amount of products in the shopping basket,etc…) This can be used to optimize the products´s placement on your webshop.


Users´s interaction with your products: You can follow the products journey after the products have been put in the shopping basket. This can help for example to find out which products have been removed most often from the basket, which could be a sign of a wrong price or an incorrect product description.

Ehandel Partner offers a quick overview about your most important KPIs, as well as optimization possibilities that will enable you to make changes both on the product and on the page level.


These ongoing optimization possibilities are the backbone of an efficient marketing strategy and it will increase your ROI. That´s why Ehandel Partner developed 2 interfaces, that allows you to have a quick overview about your chosen KPIs, and that guides you through the different on-site optimization possibilities.