Google Tag Manager

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Google Tag Manager sends our analytics data to our GA account

With GTM we add a container and through that container we add and modify GA and do other marketing and analytics activities.

GTM allows you to add, delete, and update tags without having to edit the website code directly

Container

The container is what you use to add,remove, and modify tags on your website or app.

Container are automatically created for an account. In most cases 1 GTM  = 1 website

The lifecycle of a Container

Publishing and Versioning

When you publish a container, GTM will automatically create a snapshot of your container for versioning incase you want to ever revert back to the same state of the container at the time of publishing.

Preview Mode

Used to test for problems before publishing a container

Strategies to Manage GTM on different Application environments

Use GTM Environments
Use Trigger Exceptions to block firing based on Hostname
Use separate GA properties in Development and Production

Best Practices for Containers
Have a single publisher to avoid knowledge-based mistakes 
Publish all tags simultaneously
You can prepend tags with pending to signify the tag is not yet ready for publishing
Create folders to organize Tags, Triggers, and Variables
 
Tag

Tags are created scripts that the container creates that enhance Google Analytics tracking code

Trigger

For a tag to fire it must have an associated trigger. A trigger is basically like a Javascript event

Any trigger you define in GTM can also serve as a trigger exception or trigger blocker that takes precedence over any other trigger applied to the tag

Variable

Variables are values you can define to be used during the lifecycle of a trigger or tag. For example trigger tag when click on PDF.

Data Layer

An object that stores information that you want to pass to GTM commonly from the back-end. For example, if you want to provide User data

Environments

Environments can be used to mark data for different application environments such as dev and staging before publishing to production so you don't have to create a separate containers for dev, staging and production

How to create an Environment
In admin panel click create new environment
Enter your destination URL, where your application environment exists
Enable debugging by default

Each Container has default environments
Live
Latest - The last version of the draft container that you saved
Now Editing

Benefits of Google Tag Manager
Helps you manage all your marketing scripts (tags)
Flexibility on what events fire from what triggers
Templates so you can easily roll out tags for common tasks such as DoubleClick (ads)
Customization and Updates. - All updates are automatically updated
The flexibility that variables afford you
Modularity and Reusability of triggers and variables
Affords the self efficacy of Marketing/Analytics Departments

How to install GA with GTM
Install GTM
Add new tag
Select Tag Type as Google Analytics: Universal Analytics
Set Track Type as Page View
Add "all pages page view" as trigger
Add your Google Analytics UA code

Misc

Every single GTM tag requires a trigger to fire. Every single trigger requires a special Data Layer interaction, specifically and event to activate.

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