Why you need Google Tag Manager for your Shopify Store?
Google Tag Manager will play a very important part in the whole journey of our Facebook Pixel Mastery. So, If you have never heard of Google Tag Manager, you might wonder what the hell is Google Tag Manager? Shopify already has very good built-in Google Analytics & Facebook Pixel implementation. Why we need Google Tag Manager?
What is Google Tag Manager?
Before we answer this question, we first need to address usually how Google Analytics or Web analytics works. And then you will have very clear idea what is Google Tag Manager & Why we need Google Tag Manager.
1. How web analytics works
During this connect/download process, some of the basic information was passing along to GA or Facebook, the information like:
- Where you are coming from(this can check you last page referrer)
- Have you been the site before? New or returning visitor
- Geo-location(from your IP address)
- Device or Operation System
- Page you have been visiting
- Time Spent on the page or on the site.
Well, As long as you have this piece of code on your website, All the above information is recorded automatically by GA.
Put the code on EVERY PAGE of your website sounds like a lot of job. Lucky you, most of the platform make it very easy for you to do so. Image you want to add the same information for your word documents, and you can easily add this piece of code at the header or footer, and then this information will appear on every page of your word documents. Not matter how many pages you have.
Well, This same theory works for the website, considering most of the website platform, like wordPress & Shopify all build on ” TEMPLATE”. Most likely you just need to add it one place in one of the files, and then it will automatically populate on every page of your website.
2. Event Goals come in the scene
Well, the script in the header can allow you to set up pageview-based goals. What is pageview goals?
I am glad you asked, it means any pages that you load, or any page that have the url in the address bar.
I know it may doesn’t sound easy to understand. How about i throw in some examples?
Image you are on one of my pages, and now, as you landed on this page, this will be a pageview, and the data is sending to GA or Facebook.
Now, image that you click on the play button, and watch one of one videos. Which is an very important event i care about.
But Look carefully, the page url doesn’t change when you watch the video, so there are many occasions like this, for example, if you submit the contact form, which don’t redirect you to another page, just show an message? or maybe the livechat on the website?
All these interactions are very important to your business, But there are no page load or reload for these events. So How are you going to track these important events?
Well, you need some code to fire on these events to different platforms. So, Now, Let’s add Event to the picture.
3. More for Google & Facebook
Well, What if you want to start advertising on Google Adwords & Facebook? Then you will need to add their tracking code to your website.
You all know that the pixel data for Facebook is GOLD. You need it. Also without correct conversion tracking for your adwords campaign, you will be throw you money in the ocean. So, Now your website looks like this:
4. More & Much more
Well, it looks little complicated now. But it is still manageable. Let’s say Facebook & Adwords working well.
Now, you want to expand to Twitter and Bing Ads,
And Maybe Pinterests, and Snapchat, linkedin….
Then you heard about retargeting your audience all over the internet, and adroll & Peferct audience looks nice, you want to start this again.
You read another Facebook post about how living recording like hotjar can see exactly what the visitor is doing on your site, and you always want to know why the visitor is not checkout in your store, and you want to install hotjar for the session recording and hotmap,…..
Oh, Right, Email automation is pretty hot right now! You want to intergrate Klaviyo code to your website, and so that you can send more relevant information to your visitors.
Before you know it, your website will be like this”
5. Google Tag Manager to the rescue
With all these tags, these are the dashboard for your paid or free marketing. They are very important, you don’t want to lose any of them.
But here is the problems:
- No way to know what’s wrong: You will be highly reply on the developer, and you can’t have the tools to debug or implement yourself. And also you can’t fixed it even you know what is going wrong.
- It looks like a mess. It will more easy to get problem.
The solution: Google Tag Manager.
Benefits of using Google Tag Manager:
- You don’t need to hard code any singe tag. Only one Tag is required. Once Google Tag Manager Tag is installed on the page, you can send information to each platform easily.
- Fast load speed
- Easy to debug: GTM have very easy of preview and debug system. You can debug the process step by step, so it will be not in the black box anymore. You will know why and how it works or why it don’t work. As long as you understand the basic data Flow which we will talk about in the next Module.
- No Coding required. You don’t need developer or be a developer anymore.