| By: Rachel Shaw

Use Google Tag Manager to gain visibility of your event marketing efforts

In this article we are going to take a deep dive into one of our favourite event marketing tools, Google Tag Manager (or GTM). We aim to help you understand how to use GTM and discuss how it will benefit you and in turn, increase your event’s ROI!

Virtual online events are here to stay. With the ability to reach a global audience of hundreds or thousands (at once!), your virtual events need an effective online event marketing strategy to make sure you are reaching the RIGHT audience and keeping track of visitors.

A benefit of online marketing is that every interaction can be monitored. Event data can be tracked and analyzed to optimize your campaign efforts … in real time! By implementing Google Tag Manager you can get more in-depth data about your virtual event campaigns. Deploying necessary remarketing tracking codes and conversion tracking snippets on an event page or website can be a tedious and complex task. GTM makes this easier and here we aim to discuss how.

Starting with the basics… what is Google Tag Manager?  

Google Tag Manager is a marketing analytics tool designed to eliminate our dependency on web developers for adding tedious marketing and analytics code to our websites. It allows marketers to add and update their website tags, such as JavaScript code snippets for site analytics, conversion tracking and remarketing.

What are tags?

Tags (sometimes called “UTM tags”) are similar to what hashtags are for social media . They offer us a way to identify a certain link and give insights into the impact of your online advertising and social presence. Tags make it simpler to track which campaign that converted your attendee.

Essential Features of Google Tag Manager:  

  • GTM is a simple tool for quick and easy deployment of tracking capabilities, so you can control your tags in one place
  • It’s easy to manage – you can correct tag errors quickly!

How can Google Tag Manager Help With Online Event Marketing?  

Google Tag Manager solves a simple problem for marketers. Marketers install a tracking code on a website to determine the success of marketing campaigns and track the user’s sources or movements. Without Google Tag Manager you would have to use a code editor and customize the script, however with GTM, you can install one central snippet onto your page. As such, all your different tracking codes are deployed through the data you want to send over in your tags.

From here you can create triggers, which are essentially the rules in place when your tags should fire, and configure tags sent to your marketing analytics. Google Tag Manager will deploy your tracking code in the background which helps you to collect actionable information from your digital marketing efforts.

So, what are the benefits of Marketing with Google Tag Manager? 

Here we highlight our top 8 benefits of using GTM for your event marketing.

1. Fast & easy to deploy

As well as not having to rely on web developers to install tracking snippets and code, GTM it keeps your website running smoothly. GTM captures and tracks all your tracking codes.

2. Simple Updates

GTM makes updates and enhancements over time. This makes your life simpler since alterations can be made through the interface and not on every single campaign or website .

3. Launch Remarketing Campaigns

Launch Google Ads remarketing campaigns for people who visited your website but did not register. Pro tip: Give a discount and you will surely increase conversion from abandonment. 

5. Integrates seamlessly with many platforms. 

GTM is supported by many online event management platforms. In order to implement it with Onlive follow these instructions:
1. Go to Registration Website > General > Integrations > Google Tag Manager
2. Paste your GTM tracking ID here.

showing how to integrate Google Tag Manager with Onlive

6. Tags Built-in

GTM has several essential built-in tags for classic and Universal Analytics,  AdWords conversions, remarketing and more. Therefore, marketers who lack coding experience can use GTM without implementing complicated code or enlisting the help of a web developer.

7. Functions with Google Analytics

Google Tag Manager lets you install a basic version of Google Analytics via Google Tag Manager. It includes a tag template with all the options you would have in Google Analytics. Moreover, GTM is compatible with older onsite code for event tracking, views and cross-domain tracking.

8. Event Tracking

Usually, event tracking includes adding code to a website for tracking visitor actions such as clicks, video engagement, and form submissions. GTM removes the need to manually tag each link you want to track with auto-event tracking. You can aim links or buttons by attributes already on the link or by using a standardized naming structure.

And one more… It’s Free to use

Google provides Google Tag Manager for free!

Overall, tag management systems like GTM were created to help speed up the process of tracking implementation. GTM is the most prominent of these systems and an essential must-have tool for marketing your online events.

Want to know more about how you can use GTM alongside Onlive to create the best online event yet? Reach out to our team today!