Using Google Tag Manager to Fire 3rd Party Conversions

Using Google Tag Manager to Fire 3rd Party Conversions

May 21, 2021

Google Tag Manager (GTM) is a powerful tool that simplifies the process of managing and deploying marketing tags on your website. One of its key functionalities is the ability to fire third-party conversion tracking tags, which helps you track and measure the effectiveness of your marketing campaigns. In this comprehensive guide, we will explore how to use Google Tag Manager to fire third-party conversions, the benefits it offers, and best practices for effective implementation.

1. Understanding Google Tag Manager

a. What is Google Tag Manager?

Google Tag Manager is a free tool that allows you to manage and deploy various marketing tags (code snippets) on your website without modifying the code directly. It provides a user-friendly interface for adding, updating, and managing tags, making it easier to implement and track marketing campaigns (https://marketingplatform.google.com/about/tag-manager/).

b. How Does GTM Work?

GTM uses containers to manage tags. A container is a snippet of code that you place on your website. Once the container is in place, you can add, modify, and remove tags from the GTM interface without touching the website code. This simplifies tag management and reduces the need for developer assistance (https://www.hubspot.com/google-tag-manager).

2. Setting Up Google Tag Manager

a. Create a GTM Account and Container
  1. Sign Up for GTM: Go to the Google Tag Manager website and sign up for an account.
  2. Create a Container: Once your account is set up, create a new container for your website. Each container holds the tags for a specific website or app (https://support.google.com/tagmanager/answer/6103696).
b. Install the GTM Container Code
  1. Get the Code Snippet: After creating your container, GTM will provide you with a code snippet.
  2. Add the Code to Your Website: Place the container code snippet in the head and body sections of your website's HTML. This ensures that GTM can load and manage your tags (https://support.google.com/tagmanager/answer/6103696).

3. Adding and Managing Tags

a. What are Tags?

Tags are snippets of code that execute specific tasks, such as tracking conversions, collecting analytics data, and running marketing campaigns. Examples of tags include Google Analytics, Facebook Pixel, and third-party conversion tracking tags (https://www.wordstream.com/blog/ws/2017/08/02/google-tag-manager).

b. Adding a Tag in GTM
  1. Create a New Tag: In the GTM interface, click on "Tags" and then "New" to create a new tag.
  2. Configure the Tag: Select the tag type (e.g., Google Ads Conversion Tracking, Facebook Pixel) and enter the required information.
  3. Set Up Triggers: Triggers define when and where your tag will fire. For example, you can set a trigger to fire a tag when a user completes a purchase or fills out a form.
  4. Publish the Tag: After configuring the tag and triggers, save and publish your changes to make the tag active on your website (https://support.google.com/tagmanager/answer/6103696).

4. Firing Third-Party Conversion Tags

a. What are Third-Party Conversion Tags?

Third-party conversion tags are used to track conversions from external platforms, such as Facebook Ads, LinkedIn Ads, and affiliate networks. These tags help you measure the effectiveness of your marketing campaigns by tracking actions taken by users after interacting with your ads (https://www.hubspot.com/third-party-tags).

b. Adding Third-Party Conversion Tags in GTM
  1. Get the Conversion Tag Code: Obtain the conversion tracking code snippet from the third-party platform you are using (e.g., Facebook, LinkedIn).
  2. Create a New Tag in GTM: Go to the GTM interface, click on "Tags," and create a new tag.
  3. Choose Custom HTML Tag: Select "Custom HTML" as the tag type. This allows you to paste the third-party conversion tag code directly into GTM.
  4. Paste the Code: Copy the conversion tag code from the third-party platform and paste it into the Custom HTML tag in GTM.
  5. Set Up Triggers: Define when the conversion tag should fire (e.g., when a user completes a purchase or submits a form).
  6. Publish the Tag: Save and publish your changes to activate the conversion tag on your website (https://www.wordstream.com/blog/ws/2017/08/02/google-tag-manager).

5. Benefits of Using GTM for Third-Party Conversions

a. Simplified Tag Management

GTM simplifies the process of managing multiple tags from different platforms. You can add, update, and remove tags without modifying the website code, making it easier to maintain and optimize your tracking setup (https://neilpatel.com/blog/google-tag-manager/).

b. Improved Website Performance

By using GTM, you can control when and where tags fire, reducing the risk of tags slowing down your website. This helps maintain optimal website performance and user experience (https://www.hubspot.com/google-tag-manager).

c. Enhanced Flexibility

GTM offers flexibility in managing tags and triggers. You can set up complex tracking scenarios, such as firing tags based on specific user actions or combining multiple triggers for more precise tracking (https://www.wordstream.com/blog/ws/2017/08/02/google-tag-manager).

d. Streamlined Collaboration

GTM allows multiple users to collaborate on tag management. Different team members can access the GTM interface, add or update tags, and review changes before publishing, ensuring accurate and efficient tag management (https://support.google.com/tagmanager/answer/6103696).

6. Best Practices for Using GTM to Fire Third-Party Conversions

a. Test Tags Before Publishing

Always test your tags before publishing to ensure they fire correctly and track the intended conversions. Use GTM's Preview mode to check tag behavior and troubleshoot any issues (https://www.hubspot.com/google-tag-manager).

b. Use Naming Conventions

Adopt consistent naming conventions for your tags, triggers, and variables. This makes it easier to manage and identify tags, especially when working with multiple tags and team members (https://neilpatel.com/blog/google-tag-manager/).

c. Monitor Tag Performance

Regularly monitor the performance of your tags to ensure they are firing correctly and tracking conversions accurately. Use tools like Google Analytics and third-party platform dashboards to verify tracking data (https://www.wordstream.com/blog/ws/2017/08/02/google-tag-manager).

d. Keep GTM Organized

Maintain an organized GTM account by grouping related tags, triggers, and variables. Use folders and notes to keep track of changes and document your tag setup (https://support.google.com/tagmanager/answer/6103696).

e. Stay Updated with GTM Features

Stay informed about new GTM features and updates to leverage the latest functionalities and improvements. Regularly review GTM documentation and resources to keep your tag management practices up to date (https://marketingplatform.google.com/about/tag-manager/).

Conclusion

Using Google Tag Manager to fire third-party conversions is an efficient and effective way to manage your marketing tags and track the success of your campaigns. By setting up GTM, adding and managing tags, and following best practices, you can streamline your tag management process, improve website performance, and gain valuable insights into your marketing efforts.


For further assistance on implementing Google Tag Manager and optimizing your conversion tracking, consider partnering with Eastmoor Digital. Schedule a discovery call today at Eastmoor Digital Discovery Call or call us at 302-514-7003. Let our experts help you leverage GTM to enhance your tracking capabilities and achieve your business goals.