Farney, T.: using Google Tag Manager to share code : Designing shareable tags (2019)
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- Abstract
- Sharing code between libraries is not a new phenomenon and neither is Google Tag Manager (GTM). GTM launched in 2012 as a JavaScript and HTML manager with the intent of easing the implementation of different analytics trackers and marketing scripts on a website. However, it can be used to load other code using its tag system onto a website. It's a simple process to export and import tags facilitating the code sharing process without requiring a high degree of coding experience. The entire process involves creating the script tag in GTM, exporting the GTM content into a sharable export file for someone else to import into their library's GTM container, and finally publishing that imported file to push the code to the website it was designed for. This case study provides an example of designing and sharing a GTM container loaded with advanced Google Analytics configurations such as event tracking and custom dimensions for other libraries using the Summon discovery service. It also discusses processes for designing GTM tags for export, best practices on importing and testing GTM content created by other libraries and concludes with evaluating the pros and cons of encouraging GTM use.
