New Google Tag Manager V2

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ANALYTICS · 02 / 06 / 2015

Google Tag Manager V1 says goodbye. Version 2 is just out of the oven and comes with a good face wash from the tool. Although the basic features remain the same, the new interface has a cooler design, is more intuitive, and a little more flexible if implementation is to be appreciated!.

Yesterday the general migration was applied to version 2, although, from what we have seen in our Tag Manager, some accounts are still in the process of change. In addition, the Google team gives light to the API destined to facilitate the programmatic control of Tag Manager and of which we will speak to you when we know more.

For those who still do not have the pleasure of knowing this preciousness whose mission is to make our lives easier, today we present You Google Tag Manager!

What is Tag Manager for?

Google Tag Manager is born in response to the needs of companies in terms of technical implementation for data collection. Whaaaaaat?? Valeeeee! To facilitate code-level configuration of other tools, such as Google Analytics, Google AdWords, or Facebook, that’s better. These tools collect data from our website so that we can analyze them, and those data come from… snippets of Code!

It is a unique solution with which, through the implementation of a container (or fragment) in a Web we can manage the implementation at the code level of other tools the interruptions to the development department are over! There are exceptions: there are some very specific features that do require an extra implementation, such as the enhanced Ecommerce, which we will see on another occasion.

Google Tag Manager Components

These are the protagonists of the festival:

  • Container: is the container fragment that Tag Manager uses as a disaster drawer for all the tools you want to configure. You will have to paste it in all the pages of the Web in which you want to follow up and also in your Landing pages oriented to convert:
Tag Manager Container

Snippet of code that allows Google Tag Manager to shoot the configured Tags

  • Tags: Technically they are bits of code that run on a page. They are the representatives of each code that we would have had to add by hand on the web of not having Google Tag Manager. Examples: Google analytics tracking Code, Google AdWords conversion code, Facebook pixel, etc…
Tag Manager Tags

The Tags are representatives of the tools that we configure with Google Tag Manager

  • Triggers (formerly Rules): These are the triggers, or the condition that causes the tags to activate. For example, the conversion code must be enabled when a conversion occurs. Overwhelming logic. In this case, the trigger is a “Page View” event on the success page of a transaction (either a sent form or a product purchase).

Example: “Pepito has an online store of glasses and is doing an AdWords campaign. Every time someone buys a glass after clicking on an ad it is taken to a thank-you page whose URL is:». Google Tag Manager recognizes the trigger: someone has seen-Page View-The Success page (URL contains “Thank you”) and triggers the AdWords conversion Tag.

This association between events and Triggers is a novelty of the V2 of Google Tag Manager. As we see in the following image, there are several types of events available to configure a trigger:

Triggers in Tag Manager

To define a trigger we must associate it with one of these events.

  • Variables (formerly Macros): The variables are those parameters that tag Manager analyzes to define whether there is a trigger or trigger, and therefore to know whether to shoot a tag. Although it seems complex think of it with the example of before:

“Pepito has an online glasses shop and is doing an AdWords campaign. Every time someone buys a glass after clicking on an ad it is taken to a thank-you page whose URL is: «». This is where you should skip the conversion tag how does Tag Manager know you have to shoot it?

    • Variable: URL.
    • Trigger: URL contains “Thank You”, event: Page View.
    • Tag: AdWords conversion.

The process is as follows: Google Tag Manager searches the variable, URL. If the condition or trigger is fulfilled: URL contains “Thank you” and a view of that page occurs, the AdWords conversion tag is triggered. Tag Manager quickly sends that information to the AdWords platform, and a conversion is counted.

What differences do we see in Google Tag Manager version 2?

In addition to the change in the nomenclature of rules and Macros, and the association between events and triggers, we now have a list of predefined variables that make it more flexible parameters that can cause a tag to jump given a certain condition.

They allow us a simpler macro-levelconfiguration:


Predefined variables facilitate macro-level configuration.

You will still need custom settings for some variables, which are called through the Data Layer. We’ll talk about this new character in the next session ???? until then!

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