Google Tag Manager and its role in eCommerce

Hit It - interview

Last month was busy (or, at least, busier!) for one of our consultants. Apart from his daily activities: monitoring key performance indicators of client’s online store, suggesting improvements and overviewing key trends in the world of eCommerce to help them stay ahead of the competition, he also had an opportunity to speak at 3 various conferences. Not that he has any favourites, but today we’ll see what it was that made HitIt so special and what he talked about.

HitIt is the first regional conference dedicated to all who, at some point of their life, worked with Google Adwords or Google Analytics. The conference took place in Zagreb on April 14th, and it was a proof of both knowledge and generosity – all of the conference income went to an NGO working with kids across Croatia.

Our Dražen Karačić Šoljić stood next to various Google certified experts such as Gary Ilyes and Miroslav Varga with his topic “Google Tag Manager and its role in eCommerce”.

For those of you who never heard about Google Tag Manager (GTM), it’s a “free tool that consolidates your website tags with a single snippet of code and lets you manage everything from a web interface. You can add and update your own tags without bugging the the IT folks or rewriting the code. It gives marketers greater flexibility, and lets webmasters focus on other important tasks.”

Dražen clarifies:

It’s all about the way you use GTM and Google Analytics (GA). When you use custom dimensions and custom metrics, there is a better chance of you getting far more valuable reports than they are with default GA.

We (and when I say “we”, I mean Inchoo) have developed our own framework for implementing GTM, GA and any other 3rd party service.

What we offer to our clients is implementing that solution and our consulting services based on a big number of enriched information we get to collect, and later on, interpret. Thanks to that, we have much better insight into allocating budget, user behaviour, user journey and user experience.

So, if you’ll ask us “Why GTM in eCommerce?”, we’ll let you Dražen give you a few reasons, the way he did during his presentation.

While old Google Analytics provides many basic tracking opportunities, much more can be tracked using Google Tag Manager. Additional dimensions of tracking will describe both visitors and visited content, enabling powerful reporting and giving you answers to questions like – “what are most popular items for a specific brand?” or “which brands are most popular”. It can also help with customer segmentation and is used for integration of third party tracking codes like Facebook tracking. With advanced GTM setup, you are able to track users clicks and actions/events that play important roles in usability (for example: new accounts created). These kinds of reports can be a valuable source of information on what needs to be done to make user experience better and optimized for conversions.

Unfortunately, you missed listening to Dražen on HitIt. But, you can still ask for an advice on Google Tag Manager from our consultants right here.


About Ivona Namjesnik

Marketing and Communications Coordinator

Ivona is working as a Marketing and Communications Coordinator at Inchoo. She enjoys digital marketing, 80's movies and multitasking.

Read more posts by Ivona / Visit Ivona's profile

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