Google Tag Manager

Google Tag Manager is a robust tool designed to help businesses manage tags on their websites without needing extensive coding skills. It allows users to streamline tag management, increase efficiency, and improve website performance, ultimately enabling the creation of more seamless and optimised online experiences.

At Metric Labs, we are experts in using Google Tag Manager to enhance your digital marketing and analytics efforts. Our extensive experience with GTM allows us to provide cutting-edge solutions for comprehensive tag management, versatile reporting, and efficient data collection. Contact us today to learn more.

Let's have a chat about what Google Tag Manager can do for your business.

Benefits of Using Google Tag Manager

`1. Streamlined Tag Management

GTM provides a centralised platform to manage all website tags, eliminating the need for individual code snippets and simplifying updates.

2. Improved Website Performance with Google Analytics

Tags load asynchronously through GTM, leading to faster page load times and a better user experience. Google Tag Manager helps manage Google Analytics tracking codes, contributing to improved website performance. Precise triggers ensure tags fire only when necessary.

3. Version Control

GTM maintains a version history, allowing easy reversion to previous configurations and providing a safety net for changes.

4. Collaboration

Multiple team members can work within the same GTM account, facilitating better coordination and consistency in tagging strategies. With Universal Analytics, events were tracked using the same tag, whereas GA4 provides a separate tag for events.

5. Enhanced Security

Tags are managed through GTM, reducing direct code access to the website and minimising security risks.

6. Scalability

GTM scales with your business, accommodating more tags and complex tracking needs as your digital presence grows.

7. Debugging and Testing

Built-in debugging and preview modes allow for testing tags before deployment, ensuring accuracy and reducing errors.

8. Comprehensive Integration

GTM integrates seamlessly with Google products and third-party tools, simplifying the management of various tracking solutions in one place. Google Tag Manager integrates with the global site tag for comprehensive data measurement and tracking.

How Google Tag Manager Works (GTM)?

Google Tag Manager, commonly known as GTM, is an essential tag management system that allows users to quickly and easily update measurement codes and related code fragments—collectively known as tags—on their website or mobile app from a user-friendly web interface. Users can connect a Google Analytics 4 property by entering the Google tag ID. Google Tag Manager works by using a single JavaScript code snippet as a container for managing tags, detecting user interactions, matching triggers, firing associated tags, and processing relevant data to send to third-party services. GTM simplifies the process of adding and updating tags, making it easy to manage various tags from one platform. It does not replace Google Analytics but facilitates the management and deployment of tracking codes.

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Key Features of Google Tag Manager

At Metric Labs, we leverage the powerful features of Google Tag Manager (GTM) to deliver exceptional results for our clients. Here’s how we utilise these key features to enhance your digital marketing and analytics efforts:

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Tag Templates

Google Tag Manager offers a wide variety of built-in tag templates, making it easy to implement popular tracking codes without any coding knowledge. Google Analytics Settings is a common type of variable used to define Google Analytics account IDs. These templates cover a range of tools and services, including Google Analytics, Google Ads, and various third-party tags such as Facebook Pixel, LinkedIn Insight Tag, and more.

Our Approach: We utilise these pre-configured options to quickly deploy and manage tags for our clients, ensuring a streamlined setup process. By leveraging GTM’s tag templates, we can efficiently implement and update tags for Google Analytics and other essential tools, allowing our clients to start collecting valuable data with minimal delay.

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Triggers and Variables

Triggers and variables are core components of GTM that define when and how tags are fired. Triggers determine the conditions under which a tag should be executed, such as page views, clicks, form submissions, or custom events. Variables are used to capture dynamic values, such as product prices, user IDs, or other data points that can be used within tags, triggers, and other variables.

Our Approach: We set up precise triggers and variables to ensure that tags fire only under the correct conditions, capturing the most relevant data for our clients. By utilising Google Analytics events within GTM, we can create highly customised and accurate tracking solutions that provide deeper insights into user behaviour and campaign performance.

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Custom Tags

For situations where built-in templates don't meet your specific needs, GTM allows you to create custom tags. This flexibility is crucial for businesses with unique tracking requirements or those using less common tools. Custom tags can be written in JavaScript, giving you the ability to implement virtually any type of tracking code.

Our Approach: We work closely with our clients to understand their specific tracking needs and develop custom tags that address those requirements. Whether it's advanced event tracking, specialised conversion tracking, or integration with niche third-party tools, our expertise in creating custom tags ensures that our clients’ tagging needs are fully met.

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Version Control

One of the standout features of GTM is its robust version control system. Every change you make to your tag configurations is saved as a new version, allowing you to maintain a comprehensive history of your tag setups. If an issue arises after a new tag is added or an existing one is modified, you can easily revert to a previous version.

Our Approach: We take advantage of GTM’s version control to manage and track changes to our clients’ tag configurations. This feature allows us to experiment with new tags and tracking setups without the risk of losing previous configurations. If any issues occur, we can quickly revert to a previous version, ensuring continuous and accurate data collection.

How Metric Labs Utilises Google Tag Manager

At Metric Labs, we are experts in using Google Tag Manager to enhance your digital marketing and analytics efforts. Our extensive experience with GTM allows us to provide cutting-edge solutions for comprehensive tag management, versatile reporting, and efficient data collection.

1. Setup and Configuration

We start by setting up Google Tag Manager on your website, ensuring all necessary tags are correctly implemented. This setup process includes creating a GTM account, adding the GTM code to your site, and configuring tags for Google Analytics, conversion tracking with Google Ads, and more.

2. Tag Management and Maintenance

Our team continuously monitors and manages your tags to ensure they function correctly. This involves updating existing tags, adding new ones, and removing obsolete tags to maintain optimal website performance.

3. Google Analytics Data Layer Implementation

We implement and manage the data layer in GTM, which is crucial for collecting and sending detailed information to Google Analytics. Google Analytics settings are used to store and use Google Analytics account IDs within Google Tag Manager. This includes setting up variables, triggers, and custom events to capture valuable data.

4. Advanced Tagging Solutions

Metric Labs provides advanced tagging solutions, including setting up Google Tag Manager for Shopify, Facebook Pixel integration, and conversion tracking for Google Ads. Google Tag Manager can replace Google Analytics for managing various tracking codes efficiently. We also handle complex implementations like Google Tag Manager for social tracking.

Why Choose Metric Labs for GTM Management?

  • Expertise: Our team of certified professionals has extensive experience in Google Tag Manager and data analytics. It is crucial to have a web developer involved in the configuration and maintenance of Google Tag Manager to ensure proper setup and avoid issues such as broken URLs and marketing tags.
  • Customised Solutions: We tailor our services to meet the unique needs of your business, providing personalised tag management solutions.
  • Comprehensive Support: From setup to ongoing management, we offer end-to-end support for all your GTM needs.

Google Tag Manager is an essential tool for managing and optimising your website’s tags, and Metric Labs is here to help you harness its full potential. Whether you need help with GTM setup, tag management, or advanced tagging solutions, we’ve got you covered. Contact us today to learn more about our Google Tag Manager services and how we can help you achieve your data analytics goals.

Client testimonials


“I have worked with Vincent from Metric Labs for over 5 years now.

Over the years we have seen our organic visibility and revenue grow by over 170% with our paid search growing over 600% making us the leading police check vendor in Australia.

The team at Metric Labs is also diligent, responsive and really pleasant to work with"

Martin Lazarevic

National Crime Check


“It comes down to integrity and the ability to deliver that would define the Metric Labs team.

In this forever evolving digital landscape, Metric Labs is always coming up with clever ways to stay ahead of the curve and get cut-through in this saturated space.

If you are in need of an amazing digital agency, you really don’t need to look any further than Metric Labs.”

Lauren Earl

Manning Cartell


“We have worked with Metric Labs on building our digital marketing presence. We’ve found the team extremely knowledgeable and easy to work with.

They have helped us to grow our leads by a significant amount and were always in contact about campaign activities.

The team also provided us with invaluable reporting and insight into our campaigns, which allowed us to regularly iterate and improve to consistently meet our objectives.”

Stephanie Lay

Good Capital Group

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Case Studies

Frequently asked questions

What is Google Tag Manager?

Google Tag Manager (GTM) is a free tool that allows you to manage and deploy marketing tags (snippets of code or tracking pixels) on your website or mobile app without requiring code changes. GTM provides a user-friendly interface to easily add and update tags, which can help streamline tag management and improve website performance.

How does Google Tag Manager work?

GTM works by using a single JavaScript code snippet as a container for managing all your tags. Once the container code is added to your website or app, you can add, edit, and manage multiple tags from the GTM interface without needing to modify the site’s code directly.

What are tags in Google Tag Manager?

Tags are snippets of code or tracking pixels that collect and send data to third-party tools and services, such as Google Analytics, Google Ads, and Facebook Pixel. Tags can track various user interactions, such as page views, clicks, form submissions, and more.

What are triggers in Google Tag Manager?

Triggers in GTM define the conditions under which tags should be executed. For example, a trigger can be set to fire a tag when a page loads, a button is clicked, or a form is submitted. Triggers ensure that tags are fired at the right moment to capture relevant data.

What are variables in Google Tag Manager?

Variables are used to store information that GTM can use to execute tags and triggers. They can hold static values, such as a product ID, or dynamic values, such as the current page URL or the price of an item. Variables help customise and refine how tags and triggers operate.

What is the difference between Google Tag Manager and Google Analytics?

Google Tag Manager is a tag management system used to deploy and manage marketing tags on your website or app. Google Analytics is a web analytics tool used to track and report website traffic and user behaviour. GTM can be used to deploy Google Analytics tags, making it easier to manage your tracking setup.

For more information or assistance with Google Tag Manager, contact Metric Labs at hello@metriclabs.com.au or call us on 02 9160 0711 .

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