GTM Tips

March 28, 2025

For digital marketers seeking to maximise the effectiveness of their analytics, Google Tag Manager (GTM) offers a wealth of powerful features that I just think people aren’t using.

The crux of this whole approach has come from the fact that I’ve been feeling really burnt out. So I’ve wanted to find ways to cut down on time doing work – but producing the same results. 

This article will explore several key GTM strategies, derived from a recent presentation at BrightonSEO, designed to streamline implementation and enhance data accuracy.

Table of Contents

Leveraging Constant Variables for Efficiency

One fundamental, yet often overlooked, technique is the use of Constant Variables. These variables store a static value that can be reused across multiple tags, triggers, and other variables.

Example: A common use case is storing your Google Analytics 4 Measurement ID. Instead of repeatedly entering the ID in each GA4 tag, you can define it once as a Constant Variable and then reference that variable in your tags. This approach significantly reduces the risk of errors caused by manual entry and simplifies updates; if the Measurement ID changes, you only need to modify the Constant Variable, and all referencing tags will automatically inherit the update.

Optimising Event Tracking with Event Settings Variables

GTM’s “Event Settings” variable provides a centralised method for configuring event parameters in Google Analytics 4. This variable type allows you to define and reuse parameters such as value, transaction_id, items, currency, shipping, and tax across multiple GA4 event tags.

Example: For e-commerce tracking, you can create an Event Settings variable to manage parameters related to transactions. This ensures consistency in how transaction data is collected and simplifies updates to these parameters. If, for instance, you need to add a new parameter for a customer loyalty program, you can update the Event Settings variable, and all relevant tags will be updated.

Furthermore, GTM offers built-in variables that can be valuable for debugging and enriching event data. These include Container ID, Environment Name, and Container Version.

Example: Including the Container Version as an event parameter can be incredibly helpful when troubleshooting discrepancies in your data. It allows you to pinpoint exactly which container version was responsible for generating specific events, aiding in the identification and resolution of issues.

Implementing Container Notifications for Change Management

Maintaining awareness of changes made to your GTM container is crucial for ensuring data integrity. GTM’s “Container Notifications” feature enables you to receive automated email alerts when a container version is published.

Example: By configuring notifications to “Always” send an email when a version is published, you gain immediate visibility into any modifications to your tracking setup. This is particularly important in collaborative environments, where multiple users may be updating the container. The notification email provides details of the changes, including the tags and triggers that were added, modified, or deleted.

Enhancing Collaboration with Notes

Effective communication and documentation are essential for managing GTM containers, especially in team settings. GTM’s “Notes” functionality allows you to add descriptive annotations to tags, triggers, and variables.

Example: When creating a complex tag, use the Notes field to explain its purpose, the logic behind its trigger, and any specific configurations. This documentation will be invaluable for future reference, both for yourself and for other team members who may need to understand or modify the tag.

Maintaining a Clean and Efficient Container

Over time, GTM containers can accumulate redundant or obsolete tags and triggers. Regular cleanup is essential for maintaining optimal performance and organisation.

Example: GTM provides information on how many tags are using a specific trigger. By reviewing the “Tags” column for triggers, you can identify those that are not currently in use (i.e., those with a count of zero) and safely remove them, simplifying your container and improving its manageability.

Leveraging GTM Tools for Enhanced Productivity

Third-party tools can significantly enhance the GTM user experience. GTM Tools, a Chrome extension, provides a range of features that streamline debugging, analysis, and overall workflow.

  • Example: GTM Tools offers features such as enhanced debugging capabilities, variable highlighting, and improved tag organisation, making it easier to identify and resolve issues, and manage complex container setups.

Employing a Base Container for Scalability

To accelerate the setup of new projects and ensure consistency across implementations, consider using a base container. This is a pre-configured GTM container containing a set of common tags, triggers, and variables.

Example: A base container might include standard Google Analytics tracking, basic event tracking triggers, and commonly used variables. When starting a new website or project, you can import this base container and customise it to the specific requirements, saving significant time and effort.

By implementing these strategies, digital marketers can leverage the full potential of Google Tag Manager to achieve more accurate, efficient, and insightful analytics.

Kyle

Author

Hello, I'm Kyle Rushton McGregor!

I’m an experienced GA4 Specialist with a demonstrated history of working with Google Tag Manager and Looker Studio. I’m an international speaker who has trained 1000s of people on all things analytics.

Find out more About me
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