If you look at virtually any site of significant size, you’ll notice that it uses a tag manager. In fact, over 18 million websites alone use Google Tag Manager, the most popular tag manager provider.
But while every site, regardless of size, can benefit from a tag manager, we’ve noticed that many smaller sites don’t use one. We believe that the main reason for this is simply that these website owners don’t know what benefits a tag manager can provide them and their site.
After a quick search, we found that there could be a very good reason for this. We found that there are very few places where you can find a comprehensive list of the general benefits of a tag manager. Instead, most articles are solely focussed on the benefits of Google Tag Manager.
Since we’re not convinced that Google Tag Manager is the best tag manager for any website due to its complexity and functionality, we’ve decided to fix this lack of both knowledge and information by putting together this list to help you out.
But first, let’s give you a quick overview on what a Tag Manager is.
There are several different tag managers out there, such as Google Tag Manager or Scale8’s own tag manager. They each have different features, prices and other differing attributes, so it’s worth taking your time to find the right one for you.
However, they all have one primary function, which is to provide you with a tool that allows you to create, edit and manage all of your tags in one handy location.
Instead of having to implement each tag into each web page, you can just implement your tag manager on your site, and do all of your tagging from within the tag manager.
The page speed of your website is something that many website owners underestimate the importance of. Having a slow page speed can bring several disadvantages.
Firstly, visitors are much more likely to leave a website that has a slow page speed, leading to a higher bounce rate. Plus, it leads to a worse user experience for those visitors who do stay on site, something which no website owner wants.
As well as visitors leaving your site prematurely, it can also lead to less visitors in the first place. This is due to the page speed of a site being one of the factors that search engines such as Google take into account when deciding how to rank search results. By having a slower page speed and ranking lower in search engine results pages, you're less likely to get visitors to your site.
A tag manager can help improve your page speed. Each time you add an individual tag, it involves implementing more elements to your site, which inevitably slows down the loading speed.
By using a tag manager, this problem is eliminated. Instead of adding individual tags one at a time, you simply have to add the tag manager. This means that regardless of whether you have one tag or one hundred on your webpage, your loading speed won’t change too drastically.
Sometimes, a matter of hours or even minutes can make a big difference to how much money your site can make.
By using a Tag Manager, you’re able to set up campaigns and tag new web pages much faster than you would without one, giving you the best chance to take full advantage of any marketing opportunities.
One of the biggest benefits of a tag manager is that it simplifies and streamlines any changes you have to make to the tags on your site since they’re all in one place.
Tags can often be created, duplicated, deleted or edited with simple point and click functions within a tag manager.
As well as streamlining the processes, this also makes human errors much less likely to occur, and makes it a lot easier to spot any errors that have occurred.
By introducing tags to your website, you’re inevitably also introducing another element that can go wrong and cause website downtime.
But with a tag manager, this risk can be reduced. Many tag managers, such as Scale8, allow you to restrict or allow access to certain members of the team. This means you can give only people who are trained and have experience with tags the authority to edit them.
Plus, you can preview tags to double check that they’re working as expected before setting them live.
All of the benefits on this list will most likely be appreciated by your IT team more than anyone.
By speeding up simple processes and cutting down on manual audits, using a Tag Manager can give your IT team more time to tackle the real issues that your website is facing and work on projects that can improve or grow your website.
Tag managers will almost always include an analytics feature. Web analytics give you a huge advantage when optimising your website by telling you where your visitors clicked from, what they clicked on your page, and a whole other wealth of data. With this information, you can optimise your page to help guide visitors through it in your preferred way.
This could include guiding them towards that final checkout page, to the sign up page, or simply encouraging them to stay on site and engage with the content for as long as possible.
While many tag managers won’t include this feature, Scale8’s tag manager does, so we’ve added it to the list.
As well as eliminating errors before they cause a problem, error tracking further helps reduce the risk of website downtime, cuts down on work for the IT team, and improves the user experience. While these are all benefits that any tag manager will provide (as we’ve already seen), having error tracking as part of the tag manager enhances these benefits.
We offer a 30 day free trial on our tag manager with no credit card needed. So if you’re still not convinced that your website can benefit from a tag manager, why not test ours out and discover whether it can provide you with all of the above benefits?