Oct 01 2012

Exploring the Use of Google Tag Manager for eCommerce

Google Tag Manager for eCommerce

Today, Google announced the release of a new product, Google Tag Manager (GTM). Once set up, using a tag manager allows you to easily manage your eCommerce marketing campaigns without consulting your technical team. This is important because in today’s world of real-time data and competing remarketing practices, quick decisions and equally fast implementations are necessary for effective agile marketing campaigns. Tag managers are nothing new, so why should you care about this one?

The Benefits of Google Tag Manager:

  • – Allows you to quickly adapt eCommerce marketing campaigns as data is collected
  • – Supports all Google and select 3rd party tracking and marketing tags
  • – Relatively intuitive and easy to use
  • – Provides fast, accurate, and dependable data
  • – Includes a Tag Management QA feature
  • – It’s free!

Once a tag management system is implemented, it allows eCommerce marketers to control when and where on the site tags are used without requiring time from a developer, but that’s not the only reason for considering one. The top three other benefits include:

  1. Asynchronous tag loading means faster page load times.
  2. One call for multiple tags during page load compared to multiple individual 3rd party calls during page load also means faster page load times.
  3. It’s not uncommon for tags to become sloppy, misplaced, and/or forgotten about, which can add inefficiencies in your site code. Using a tag manager cleans up your code and gives you one area to manage all your tags.

Although Google Tag Manager will enable eCommerce managers to more easily tweak and optimize their remarketing campaigns once it is up and running, it is important to ensure your tag manager is implemented in a way that will provide the most flexibility and long-term data collection value. This is why specialized Google Analytics Certified Partners – such as Blue Acorn – have been carefully vetted by Google to help you with your initial implementation.

Integrating Google tools into everything we do has played a large role in developing what we consider an “intelligent” approach to eCommerce. They enable us to generate the data-driven decisions and relevant traffic that have contributed to the growth and success of Blue Acorn and our clients. We highly recommend you take a more in-depth look at Google Tag Manager by visiting the GTM site and downloading this quick factsheet. We also invite you to watch the video below and comment with any thoughts or questions you may have regarding this new product from Google.

Blue Acorn


Bob Brodie
Oct 01 2012

Hey guys,

Great article! This is some seriously cool stuff. How do you think it will affect companies who build their businesses around tag management such as TagMan and Tealium, if at all?

Bob Brodie

Amanda Graham
Oct 10 2012


That’s a great question. GTM is the new kid on the tag management block and my guess is this release will not affect businesses that already have tag management in place. However businesses currently using paid tag management solutions may want to consider GTM because of it’s very competitive price point (free).



Amin Shawki
Oct 08 2012

Hey Amanda,

Great article about tag management! I’m pretty excited about all the analytical tools assisting digital marketers and the time they save all of us, especially with Google’s 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 http://www.taginspector.com, 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 an expert’s opinion!


Filip Pacalaj
Oct 11 2012

Is there any possibility to set in the Track Manager tracking data that you see in Conversion/Ecommerce part of Google Analytics such as Revenue or Product performance?

Oct 24 2012

I couldn’t find the ability of adding revenue or order numbers. Without that, it can’t be used to replace tracking pixels for most eCommerce channels (i.e. AdWords, PriceGrabber, Shopzilla etc…)


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