(NEW!)A Beginner’s Guide to Google Tag Manager (2024) | Shailendra | Skillshare

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(NEW!)A Beginner’s Guide to Google Tag Manager (2024)

teacher avatar Shailendra

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      Introduction to the Google Tag Manager Course


    • 2.

      Why we use Google Tag Manager?


    • 3.

      Overall UI Introduction to Tag Manager


    • 4.

      Wordpress | Install Tag Manager


    • 5.

      Install GA4 with Tag Manager


    • 6.

      Tags Tab in Google Tag Manager


    • 7.

      Variables Tab in GTM


    • 8.

      Triggers Tab in Tag Manager or GTM


    • 9.

      Triggers Cont'd Essential OR Condition


    • 10.

      Ensuring Google Tag Manager Tags are working as expected


    • 11.

      Install Google Ads with Tag Manager


    • 12.

      A Request and Thank You


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About This Class

This is a beginner’s guide to Google Tag Manager. or GTM Tag Manager is essential to quickly deploy various tags or software to your website, such as Google Ads, Google Analytics, Hotjar. Google Tag Manager also helps to quickly, within seconds, deploy metrics for conversion tracking. Without this, both in Google Ads and your SEO effort, you will not know if the efforts are effective or working.

I have taken an approach of assuming minimal to no prior knowledge. I start from the various basics including how to install Google Tag Manager on Wordpress. I also cover essential optics such as how to install Google Analytics 4 using Tag Manager and how to install Google Ads using Tag Manager.

I cover all the key features in Tag Manager (GTM). In specific, we will cover the following features in this course:

  1. Why we need Tag Manager?
  2. Overall introduction to the Tag Manager UI
  3. Installing Tag Manager on Wordpress
  4. Google Analytics 4 and Tag Manager
  5. Tags Tab in Google Tag Manager (GTM)
  6. Variables in Tag Manager with live demonstration
  7. What are Triggers? 
  8. Adding Triggers in OR clause
  9. Bonus material: Google Ads and Tag Manager

 This course is for anyone looking to understand Google Tag Manager. For websites, Tag Manager is essential to deploy new tags and conversion tracking code. This course is relevant for both website owners or digital marketers who help clients with marketing efforts.

Meet Your Teacher

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With multiple years experience running analytics for ecommerce websites, I currently focus on Google Analytics 4. 

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Level: Beginner

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1. Introduction to the Google Tag Manager Course: This is a practitioner's guide to Google Tag Manager. This course is meant for beginners. To by way of introduction, I have managed to websites from multiple Fortune 500 companies. Manager is an essential tool in the toolkit. So we'll begin the course by answering the very basic question is that why do we need Tag Manager? When there is already Google Analytics, Search Console add. Why we need Tag Manager will see it helps us solve two problems. One, it helps us install new marketing software, slash tags quickly without any help from the development team, which otherwise can take us weeks, if not months. Second, it can help us establish state of the art conversion tracking and signals, which can help us see that all our SEO efforts, all the optimization efforts are the working or not. So in this course, we will first see why do we need Tag Manager. Then we will see have an overall introduction to Tag Manager and get a feel of the computer system. Then we'll see a very common use case of how to install Tag Manager WordPress and what is the best and the most effective way of doing that. Then we will install Google Analytics using Tag Manager, again, which is a very basic requirement to see how the website is working. After that, we will look at the latest UI of the three main tabs in Tag Manager, which will be 90% of functionality while the tax tab, the second is the variables tab and third of Triggers tab. And throughout this course, we will take a very hands-on approach. Will be less lives heavy and it'll be very heavy on actually using the system and spending most of our time on Tag Manager. But the introduction is basically where you will see majority of the slides. Then we'll see how to add an autosome triggers, which will help us to all very common problem. Like say, if you want to track the user clicks on either of the two phone numbers on a website. Then finally, we will see in the bonus material that how to install Google ads using Tag Manager 2. Why we use Google Tag Manager? : Okay, so now we will ask the question, why use Google Tag Manager in the first place when we already have Google Analytics for Search Console. So many marketing products is it really helpful? So there are a few things to this answer. Forces that Tag Manager, as the name suggests, it helps us manage tag, which is basically JavaScript tags into your website without development help. So now say you want to use ha jar, which is a marketing tool that can help you see what the users are doing on a website or install Google ads. Then with Tag Manager within a few mouse clicks, and we'll see a live demo here that you can install like this. So if a Google Tag Manager, and again, this course is going to be extremely hands-on, very live demos and less of slides and so on. I go to tags and I want to deploy a Google Ads dot e.g. so I just do New. And I'll say her Google Ads configuration, I will choose a conversion linker. And okay, so this is deploy Google ads and they should be deployed for all pages. That's it. Then once I click Save, and since I already have it installed, I have not click Save here. But if I click Save, I EC2. And that's automatically deployed to your website. So that's use-case 1 s is that it's very important to track what the user is doing on your plate. So e.g. if the user is doing a mouse-click, then you want to track that. With Tag Manager. You can do that because e.g. if you are running 100,000 Google ads campaign and you're sending everybody to this page where the users are expected to click on a phone number. If you don't know the user, actually trick taking on a phone number or not. You will not know if your campaign is working. And that's the tagline here that without proper signals, it is impossible to know if the feature side is working. And Tag Manager helps you get to those signals along with Google Analytics. Because an immature person might just spend 100,000 Google ads sent to a website and claim everything is working. But once you have Tag Manager, you can back that up the data. So to summarize, to get things, one is quickly deploy new JavaScript target software like Hot Jar, Google Ads, google Analytics. And second is to get these signals because after you do something, you want to ensure it's working. And Tag Manager plays a big role in that 3. Overall UI Introduction to Tag Manager: Okay, so now we'll talk about an overall, your introduction for Google Tag Manager Before we go deep into each one of these, because this will just kill a bird's eye view of all the features that are there. So up top, we have the property or the website that we're managing. So this is a gland property that I mentioned it there. And then we have tabs here like workspace versions and admin. Admin is where if you need to give access to your colleague or somebody else, you can do it using user management. Then we have washers that water has been deployed so far using Tag Manager. And then workspace. Workspace has overview tab or side menu that gives a overall view that how many tags are there? Are there any changes that have to deploy it? And we'll talk about deployment soon. What version we're in. So if multiple changes have been deployed, in what version we aren't any changes that are not deployed yet but had been staged. Two tags are the different types of Google Analytics tag, Google Ads tag or jar tags. So they are the software or the tags that you need to apply on the website. Triggers are when the tax should be fired. So let's take an example. Let's say you want to track using Google ads every time somebody clicks on a phone number. So in this case, like the tags, it's Google Ads tag. Trigger is when somebody clicks on a phone numbers, the trigger is a click and variable tells you what the phone number should be. So e.g. if you see here the trigger is a click event, somebody clicks, then we want this to be fired. But obviously we don't want it to be fired for all clicks because a user might click multiple times on a website. We only want it to be fired when the user clicks a certain link which contains this phone number variable part. And after that we have older than templates, but this is more advanced use of Google Tag Manager. For majority of use cases, just knowing overview tags, trigger and variables well is sufficient for completeness sake that every time we work on these GDM, create folders and templates, any existing templates that are already there that you can reuse like they will templates, templates and so on. 4. Wordpress | Install Tag Manager : So now we'll see how to install Tag Manager on WordPress. And since WordPress is one of the most commonly used platforms or clients use, it's very important to notice this whole thing takes less than 3 min after seeing this video. So it's relatively quick process. If you go to WordPress and if he can plugins, and then we search for this plugin, HDFC m. Many ways to do this, but this is, I find pretty simple and we're going to install the plug-in. So in this case, I already have it installed, so I'm not re-install it, but after we install, it starts appearing here on the left. We click on that and then we do add new separate. And then it shows you how. So we can say GDM header, e.g. this is the HTML, this instead sitewide, just tell her. Then you go to Tag Manager. We go to the admin section, and then we do install Tag Manager. So we heard gives two code snippets like paste. This code is high in the head of the page as possible and as the base cord immediately in the body tag. So we just copy the first one over here and not the second one for now. And then we go to war again and we paste the code snippet here. And then we click on Save. I already have it saved, so I'll not do it again. But that's the first step. Then we again go to click New and you separate this term, we call it GDM footer. And this never type still HTML site. Why displays this location would be footer now because if you see, which we'll see soon, it is has to be installed in the photo. So I change this to the footer and it go back to Google Tag Manager and the stomach copy the second tag. And I put it here, right? And then I just to save and that's it. After that Tag Manager is, is is installed. And that's all we need to do. 5. Install GA4 with Tag Manager: Okay, so now we will see a very important use case of Tag Manager and see how we can install Google Analytics for the Tag Manager. This also answer the question that, why do we need Tag Manager in the first place? So to do that, It's pretty straightforward process. Again, we can do this in under 5 min, then tie installation. So we go to the property that we are managing and we go to tags. And then we do New. And then we do Tag Configuration also knew. Then over here we choose Google Analytics for configuration. Then we need a measurement ID. Okay, So now for the measurement ID, we'll go to the clients Google Analytics export setup. And we'll go to the bottom left admin section. We'll go to data streams. Then we'll go to the web one, which is the one we won't drag. Click on that and write on the top right we see the measurement ID, so we can copy that. And then you go back to Tag Manager and we enter the measurement ID. Then for triggering, we want this to trigger on all page views because it's Google Analytics for. So we click on all page views and then we'll name it properly. So normally we can name it. It's like J4, that is the service slash config and click Save. So after we have done that, since I already have it or not, plexi. But after we have done that, then we go to our overview. And it will start appearing here as workspace changes and we click on summit. And as soon as we click on Submit, it will deploy it. So we'll do something like GA4GH and then click on submit and publishing data set. So to show how when this was done. So see when I installed the Google attics full configuration. So this is like the active configurations. If you go to versions. And in this version you can see it's already installed here like the GAL4 configuration with the measurement ID and 13. Yeah 6. Tags Tab in Google Tag Manager: So now we'll take a deep dive into each of the menu items for Google Tag Manager, starting with the tags. So the answer is any JavaScript tag, and that's where the name comes from. So it can be Google Analytics or jar, Google AdSense and so on. And this also answer the question that why we need Google Tag Manager? Because with this, you can easily install attack like a Google Analytics tag without any help or hinder the development team, especially if the development team is very busy. This can take months, but with Tag Manager, we can do it within a matter of seconds as we'll see. So say we go to New and then say we want to install Google Analytics tag. Specific event that we want to start tracking. Click on Google Analytics the configuration tag. Since you've already set up GAL4 with the measurement ID approach that I showed in the earlier videos, we can select that and we can assign it a name, say click on, Save on track, click on phone number. Then using triggers, we can say, okay, we want to track all flexor certain phone number. And we'll talk about triggers in detail in the next section. So if that part is a bit unclear, don't worry, because it's right in the next section. And in this case, now, every time somebody clicks on this phone number, it will get recorded as an event in GFR. And then I can name it here properly, like DS4 event, click on phone number, and then I can click on Save. So with that, so now I need to do is select it and it will publish it on the real website. That every, every time a user clicks on that phone number in the client website, you can see it in GFR and other events section. So if we take an example here, so if I go here and if I do Google Analytics, I just complete the full picture there. Yeah. So once once the so this is a new property, so you can't see much here. But once the information is loaded, then in the even count and the event name in this part, we'll be able to see all the events with the same name that we had. Configured. Hillock. Click on Phone number, we start appearing there. So just with a few mouse clicks, we are able to start tracking something that without Google Tag Manager, would have taken us quite some time to get this information and start tracking it. 7. Variables Tab in GTM: Okay, so now we'll talk about the variables tab, and we'll talk about triggers after variables because it makes more logical sense that way. So variables are the two kinds of variables. One is built-in and user-defined, but the concept is the same. Every time we want to trigger an event or fire an event, we want to check with some condition. And that is where variables come in. E.g. if there are multiple phone numbers on a website, like say for number one, Point number two and number three. But we want to track all clicks and phone number two only. That is where a variable can be used to say triggering event only when it's equal to phone number to. Google offers a lot of predefined variables. So any link to pages like URL, page part, paid referees there, then utilities, errors. Something which is very important as clicks, click ID, click Target, click URL, click text. Especially if it's a buttonClicked, then we can track it based on the text on the click, palms history and so on for reducing the list goes on. And we can also define our user variable. But to give a more concrete example, we will use the click ID. Click Text. So this is where if you click on a link or say on a phone number, the click texts would contain that phone number and we can even verify that. So let's take a quick live example as well to say I do preview here on this client side and just give it a second to open. I think it got blocked here, so let me do it again. Yeah. So it open this website. And now if I click on this number, e.g. then we can see, okay, on the click link, there are certain variables. And you can see the variable that we just talked about, like click Text, Clicks, URL. And these can be used to see that if the information in this matches phone number two, then we should trigger an event. So that's what variables come in. That. So similarly, if you take one more example, Let's say you are very common use case in e-commerce. You'll track when a conversion has happened or somebody has bought something. That is when page you are company, where you can specify that the page URL is equal to or contains. Thank you. That is when you know that conversion has happened. So this really helps. So the way this works is that with the variable you can detect if the, if it should trigger something and this trigger would in turn further time. And in the next video, we'll talk about more about these functions to give them better idea of how we can see this 8. Triggers Tab in Tag Manager or GTM: Okay, so now we'll talk about triggers. And so far we've only talked about tags and variables. So this will make a lot of sense to say, we won't define a trigger using the same example that should be triggered whenever the user clicks on a web page that has multiple phone numbers, but it's equal to one number two. And so we go on New and we click on triggers. And then since it's a click, like it's not a page view, is not user engagement or so on. It's a click. So therefore we do just links since it's taking on a link. Now, we don't want it to click on all links because we only wanted to click when it's a phone number two. So we do some links only. And then we start seeing are variables. So the variable that we're talking about is click Text. If the phone number is entered on the text contained, and then we can enter that phone number, e.g. 1234561. Thing to note here is that this plus icon, it makes it a condition that if you say, say, if you say click text contains one more phone number, then this will almost never trigger, because both conditions need to be true to trigger this click ID. Then we also have bid for tags. I just want to call this out for this course because firstly, if somebody is taking out of your website, then you'd want to check this if it's outbound play. Because this says that we should measure it before the user leaves the upside to say, wait for tag. And you can just say 2000 milliseconds, then we can name this trigger. So e.g. clicks, phone number two. Then we can be here. And then it's not letting me save it. And let's see why, right. So I've entered to say, I went to this here, and obviously I didn't enter anything here. So it will just take up all these conditions are true. So say I enter something here, then I can do Save. And now see it has an unconditioned and we can see it here. And if you go to overview as well. Okay, so Overview, you can see trigger yet, but natural tags here. And we do a new tags here, the A4 even tag, then that same trigger will start appearing here. So if you take the example here on phone number, then you can select this. I will not add it for now because this is more e.g. but this is how that, okay, so see if you just for demo purposes, this be added here. And then I name it. Test, right? They do say. And then I also give it a name like phone number to click. Then if I go to Overview, I start seeing that in the staging, one number to click and even the test. So right now I don't need these, so I will not I will just remove them for now. But this is how we can configure the full kinetic variables, triggers and tags 9. Triggers Cont'd Essential OR Condition: Okay, So next we'll see how to add a event and triggers. And this is very important because say there are two phone numbers on your website and you're running a Google Ads campaign. And you want to track every time any of those four numbers is clicked. So in this case there's all because you need to track conversion if one or the second number is click here. So let's start with variables because that is the building block. And as we have seen in the initial videos, we will use either a click Text or a click URL in depending on where the information is. And we can check that e.g. let's say we use click texture and the links that are there in your WordPress website or your customer website. Hello, hi, those numbers there. Then we'll go to triggers. And now you will see, okay, I'll show you first the correct way of how to do it and also cover what is the most common mistake that I've seen other marketers do here. The correct way to do it is to create a trigger. In this case, we are tracking click on a link, so it will be just linked. And we didn't want to track all link clicks. Want some link clicks where the click Text or the click text contains the phone number 969. And then we name this, right? So number trigger. So now in this case I already have a trigger like this, so I will not save it. But I do want to cover one other thing that I'll click the plus icon here and add the second phone number here, e.g. if it's all ones, then this will not work. Because if you read this carefully, it says, fire this triggered when an event occurs in all of these conditions are true. This will not help achieve the goal condition. How we can do that, We'll see that next. Now, I have two triggers here. One with the first port number and the other, and I created another trigger with the second phone number. So if I go to new ideas, same thing, just links some links, text or enter the second phone number. And I saved this as well. So this one, I'll actually save microphone to click. And I can name this as for ads, right? Conversion and phone to click, and it will save here. Now, the right way to use this is to go to tags. Have a new tag for say, in this case, if you are measuring google ads, we can do Google as conversion tracking. And the conversion ID and label will come from Google ads and I will link to it in the bonus video how we can do this. And then in the triggers, we add both the triggers, that is the phone to trigger. And I'm also the phone 1 trillion. That way is the right way to create a or condition. What triggers. This is a very common scenario that will come up in multiple of the various tariff that we do. So this is something to remember that if you want to have an OR condition, then it's best to create two triggers. And based on that, 10. Ensuring Google Tag Manager Tags are working as expected: Okay, So a very important thing in Tag Manager is to ensure that everything is working as expected. Because now that we have installed so many tags and plugins, we want to ensure that everything is working as expected. The way to do that is there's an inbuilt functionality in Tag Manager using the preview button. So as soon as we click on Preview, you can see, okay, is this the domain that we tried to correct? And we do, do connect and will also enable the debug signal in the URL. Over here it says GTM underscore debug, because if there is any data go into Google Analytics and so on, you can track that. Now. This can be moved around easily. So now if I look at the preview tab which is here, and if I have the website open on the side, and if I click on a phone number, see now we can check, okay, there was a click event recorded and which all Talcott triggered like an Ads conversion tag, the ads, the phone number tag, some other tags. And this way we can ensure that any event that we want to get fired after a click is actually here. And we can do that for every step, like for constant initialization, a citation, DOM ready and so on. One other interesting feature is that we can see what all variables are being passed. So if I click on say this, then I can see what the number is being passed and what the GTM link click is equal to. And we can also see that in the variables. So we can see that what the click target is, the click texted, which is the phone number, the click URL, what is the event called, and so on. So the Preview tab is very useful in Tag Manager to ensure that everything is working 100% as we expected. 11. Install Google Ads with Tag Manager: Okay, so now we'll talk about how to install Google Ads conversion tracking using Tag Manager. Again, we start to see the benefit of Tag Manager that within seconds we can deploy something as powerful as, as conversion tracking using Tag Manager. And without this, you'd have to rely on development team and we'll take, it can take weeks to months. So to do that, we first go to tags. I see there are pre-built templates of doing that. So it's pretty straightforward. So you go to tags and we're deployed two things. The first is the conversion linker, which is a basic thing, and the second is that specific conversion tracking. We do new, we search for that configuration and we go to the conversion linker, see the artery usually targeted like this, but conversion linker is tight like this. And then we want it to trigger on all pages. So there's no configuration required. Trigger on all pages. And we will name it properly, right? So we will name it as ads conversion. I just call it test because this is for demonstration purpose. I'm going to save. Then we check in the overview that this is appearing in the staging section. And after that, we'll also go and add the specific conversion, right? So if you, if you want to track a specific conversion, again using the phone number example that we have been using, that somebody clicks on a phone number on your website. Then you can go to tags. You can do Google Ads, conversion tracking. And now you have conversion, ID and label. So this is what is given by Google ads. So e.g. I. Just use demo conversion ID and a demo conversion level as well. Now, for the conversion value, I will just leave it blank for now. And for the trigger. So this is where we have to use a specific trigger that we've talked about. Once we click on triggers, I can see there is the Click on the phone number that we're going to track. So we mentioned that as a trigger and then we'll name it properly, like so Ads conversion, phone number. I'll click on Save. And then I'll also call it test for now. And I click on Save. Again, I check on overview. It's appearing on, on staging. And then click on Submit to actually deploy it into the live environment. So after it's deployed, we can click on Version. Washing is basically every time we deploy something tag minus towards a version. So we click on the latest version and we can see all the tags that are deprived. And we should see that the conversion linker tag, the conversion tracking, and the conversion linker should be deployed that and we can test that as well. If you click on preview and connect. Once the website opens, then then we can see, okay, if I click on the ad, you see the link has been clicked over here. And we can go on the link click and you can see the tags that have been fired. So this is the Google Ads conversion. And who will ask convergent test. So they both have been fired now. And therefore, Google to start tracking this actual tag. And we should always test this before we deploy, because that helps to ensure that everything will work as expected. The variables we can see what is being passed. You can see in the click Text, right number is being passed to click URL right now moving fast and so on. 12. A Request and Thank You: With that, thank you everybody for taking the time to go to the course with me. I thoroughly enjoyed recording these videos and sharing with the group. And I have a request to make. If you like the course, please leave a positive review and others know, because that will really help them discover the material. And of course, equally importantly, if you have any questions ask in the discussion forum, I'm very responsive and ensure I get to each and every question. Thank you. Thank you very much.