Google Tag Manager (GTM): Why Ad Agencies Love Us

Pixel and other Ad Tracking is tough.

If you’re an ad agency, you know that campaign tracking can be challenging – in order for your tracking to work, your agency needs technical know-how, installation access, and validation, yet the agony wondering if it’s working still seems to linger for our ad agency clients.

Too Many Agencies

Too many agencies can be like cooks in a kitchen.

And more than one ad agency on a campaign creates problems.


If you’re working on a larger campaign, there might be other agencies involved, working on other aspects of the same campaign you’re working on. And they have tracking code, too. And sometimes their numbers and YOUR numbers don’t add up.

Google Tag Manager (GTM) is THE solution.

Justin Cutroni's image of GTM containers

Justin Cutroni sums up the container system of GTM, nicely.

Enter GTM, a/k/a Google Tag Manager. GTM code is installed, THEN other code is installed inside GTM – like Google Analytics, or Omniture, or heat map software like Visual Website Optimizer, or Universal Analytics. So GTM is a container, so to speak, for other code. Plus, it has a slick interface (GUI) so you can see clearly what code is installed and on what pages tracking code is firing.

GTM helps tracking code play well with one another – for everyone.

So, in essence GTM helps all your code, and other agencies‘ code, play well together — without conflicts, or things breaking. This alone is critically important — the additional meetings we’ve seen agencies have because of discrepancies in tracking can be more than a few. So, think of GTM as a friendly tracking sprite making sure everyone is playing nicely.

Would you like help installing GTM?

We don’t mind tooting our horn a bit… we can install GTM and a whole lot more. If you’re looking for help with analytics, tracking code, or higher analysis, give us a buzz!

Further Reading:

Greg Cox

Analytics Geek. Gregory likes Motorcycles, Cooking, and Sciencey stuff.