GTM was released in its beta form in Mid 2013.
Its has gone through multiple updates to date and is fast becoming the standard tool for website performance tracking.
Google Tag Manager (GTM) was really designed to reduce the friction between the website dev teams and the marketing teams in the organization.
Once setup and operational, it allows the marketers to make relatively quick changes to tracking parameters (as new pages, events come online) without having to use a website developer or without having to wait for code freezes before updates can be made.
In its base setup Google Tag Manager (GTM) will suit most SMB’s. When you get to E-Commerce, online sales and more sophisticated lead tracking you may well find that you need to also integrate a data layer. The data layer when set up correctly provides you with additional variables which can provide information needed for quality E-Commerce decision making.
If you have a GTM project you would like to discuss on either a regular or E-Commerce website, please contact us and we will be happy to assist.