The rapid growth of the digital marketing ecosystem has led to a rise in 3rd party tracking tags (also known as pixels or beacons) living on websites; an average of 14 in 2012. Tag management has become central to every successful digital marketing campaign, with Google Tag Manager (GTM) being a premier solution.
Why use a tag management system?
The primary concept behind tag management is putting all 3rd party tags into one container tag that lives on your website. By loading a single container tag instead of multiple 3rd party tags, your pages will load faster which is crucial when 40% of people abandon a website that takes more than 3 seconds to load.
By setting up and installing tag management, you will be able to create powerful digital marketing campaigns through Facebook, AdWords, or Twitter through a graphic interface allowing for simple updates and installs of 3rd party tags. This speeds up the release of new marketing campaigns, edits to current ones, and reduces developer costs since no code changes are necessary after initial implementation.
Tag management has additional features to help you avoid many of the issues that occur when manually installing tags on a site. Tag management:
- Prevents pixels from firing multiple times when pages are reloaded;
- Increases tracking consistency for cleaner data reporting;
- Lets you set browser cookies;
- Extends audiences across multiple channels.
Installing GTM allows connection between your website, search and social accounts. By placing Google and Facebook pixels inside your tag manager, you can align your digital plumbing efforts and see consistent data tracking. One of the best ways you can leverage this tracking is by setting up remarketing.
How to leverage tag management to create marketing audiences
Remarketing audiences perform with twice the CTR and twice the conversion rate of typical interest based and lookalike audiences. Having many large, healthy remarketing audiences is the holy grail of digital marketing. These audiences can be set up quickly through Google Tag Manager (GTM) by placing your Universal Facebook Pixel, Universal Twitter Pixel, and AdWords Remarketing tag on all the pages of your site and creating an audience of everyone who was on your page within the last 2 days.
“Facebook is the most powerful remarketing channel since it has the largest audience and most powerful tools. But you’d want to run Google and Facebook remarketing, since they work hand-in-hand—search is not ‘better’ than social or vice-versa,” says BlitzMetrics CTO Dennis Yu.
BlitzMetrics achieved a 29X return on ad spend for ticket sales and a 19X return for merchandise sales for the Golden State Warriors by laying the plumbing foundation and remarketing to audiences using this omnichannel approach.
To setup remarketing in Facebook, go to the “Audiences” section of your Business Manager and:
- Create a Custom Audience
- Select “Website Traffic”
- Select anyone who visited your website in the past 2 days
- Create audience
Using a tag manager to align your digital plumbing sets an essential foundation for building out your own social amplification engine to tackle the digital marketing ecosystem.