Identify GTM tracking use cases

Business Benefits

Identify your business goals and define the tracking needs on your website and find out if Google Tag Manager can help.


Identify the main business goal that you want to achieve with your website and learn how Google Tag Manager can help you track these goals:

If you have an online shop and the business goal is to generate sales, you can implement ecommerce tracking and track sales-related metrics such as revenue. If the goal is to generate leads, sign-ups, free trials or qualified prospects, GTM can help you track these goals. For content marketing websites the goal might be to attract and retain the audience; GTM can help you collect the data needed to evaluate the performance of your website.

Check what type of content does your website contain and learn how Google Tag Manager can help you improve your content and user experience.

  • If your website contains media such as embedded videos, podcasts or audio files you can use GTM to implement media tracking and understand which media resonate with your visitors.
  • If your website uses forms such as contact us forms, registration forms, sign-up forms you can implement form tracking via GTM and use the data that you collect to optimize form submission rate.
  • If your website contains a lot of articles and various information you can implement tracking that will allow you to check the number of page views of each article, scroll depth and the average time spent on the page. You can use the insights to optimize your content strategy.
  • If your website contains social media share icons or links to external link websites you can implement link tracking to better understand the behavior of the users and optimize the user experience.
  • If you have a dynamic homepage that displays different content over time, for example, promotional messages, or links to different featured product categories, you can use GTM to implement the click tracking and better understand which version drives the best user engagement.

If you use advertising platforms such as Google Ads or Facebook ads you can use Google Tag Manager to easily deploy the necessary tags and pixels on your website and track the performance of your campaigns.

You can use Google Tag Manager to deploy Google Ads remarketing tags and show your ads to people who have already visited your website for example, shopping cart abandonners). You can also integrate the Facebook Pixel using the GTM and collect more performance data in your Facebook Ads interface. This will allow Facebook to better target your ads and can boost your ROI.

If you want to use third party tools that allow you to run A/B tests on your website such as Google Optimize, record user sessions such as Mouseflow, or create heatmaps such as CrazyEgg, you can implement them using the Google Tag Manager and use the insights to optimize your website.

Heatmaps allow you to track what visitors are doing on your website based on their clicks and mouse movements. You can use this data to optimize your website. A/B testing allows you to compare two different versions of your website and see which performs better which is an essential part of the conversion rate optimization process. Session recording allows you to record the sessions of the entire users, and you can use it to understand why users leave your website before reaching one of your goals.

If you don’t have a web developer or the resources in your web development team are scarce, Google Tag Manager will allow you to implement advanced tracking without having to modify the code of your website.

Once you add the Google Tag Manager to your website no further code modifications are needed. You will add the necessary tags directly in the Google Tag Manager interface.