Google Tag Manager Overview

Google Tag Manager is Here

Google publicly announced the launch of Google Tag Manager this morning at eMetrics, and we’re very excited to be GTM specialized, and to already have a deep relationship with the product. What a fantastic way to start the day, week, month, and quarter! Google Tag Manager is an exciting compliment to Google Analytics and Google’s various advertising offerings – but it stands alone as another highly-functional, incredibly beneficial, free application from the folks at Google. It will undoubtedly disrupt the tag management space – just as Google Analytics has done with the analytics space.

Evaluating Costs & Benefits

Roughly 12 months ago we began the search for a tag management solution we could implement, affordably, for all of our clients. We explored all the offerings in the space, and were incredibly impressed by some of them. However, every cost/benefit analysis would come back with a “too expensive”, except for the largest of enterprise clients – those with literally hundreds of sub-domains, the lengthiest of development cycles, and the most complicated of internal processes. For the standard large business, the truly impressive tag management solutions were not worth the cost. So we shelved the idea of isolating a solution and “partnering” with the vendor.

Beyond Container Tags – Using a Data Layer

When we first caught wind of Google Tag Manager earlier this year, we were cautiously optimistic. Creating a container tag system isn’t too complicated – creating the ability to layer data between a site and multiple data collection locations, where almost any data can be passed in, and manipulated in a myriad of ways, is complicated. Google has really created a data collection layer, that will allow marketers and site operators to structure the passing of data from their sites and applications, to virtually any 3rd party collection system. For some more ideas on how this data layer can be used, check out this post from Justin Cutroni from earlier this year.


Find Out If Tag Management is Right for Your Organization

SwellPath will begin implementing Google Tag Manager almost immediately for clients. If you’re wondering whether a tag management solution is something you need, just call or email us. You also can checkout the Tag Management Checklist we put together. Whether or not it is something you’re ready for, everyone in the digital marketing and analytics space should be excited for today’s news. Google once again is offering the masses enterprise-class technology at no cost, and forcing the paid vendors to step up their game. Happy tagging.

Adam Ware

Adam Ware - President & CEO

Developer turned full-stack marketer turned CEO. Adam has been working with web analytics platforms for over 15 years, and has been helping promote websites for almost 2 decades. Outside of the office: Chicagoan raising Minnesotans, Willamette U. grad, pug lover, hockey player, and occasional surfer.

17 Responses to “Google Tag Manager Overview”

  1. Amin Shawki

    Hey Adam,

    Great article about Google Tag Manager and congrats to you and SwellPath for getting recognized as a Google Tag Manager Certified Speciliast! I’m pretty excited about all the analytical tools assisting digital marketers and the time they save all of us, especially with Google’s new free Tag Manager. A problem we noticed is the time spent initially searching for those tags in your website’s code, especially if you’re a marketer and not a programmer. So InfoTrust created a free tool that finds tags in your website’s code and generates a report of all tag locations for you. Check out, which automatically pulls tag locations for you and sends you a report. It’s still in beta but let me know if you have any questions or suggestions on how to improve the tool. Love hearing some of your experts’ opinion!


  2. New Tag Management Case Study Available | SwellPath

    […] Google launched Tag Manager back in October, we were excited to be able to offer our clients a free tag management solution that is incredibly […]


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