Google Tag Manager

Whether you’re looking for better data in Google Analytics, tighter retargeting audiences or better compliance with cookie laws and the GDPR, we have playbooks and experience to help you get where you need to be, faster and with fewer headaches.

Google Tag Manager can be far more powerful than you imagine. It can take your business goals and translate them into pipes, carrying the right data to the right place when visitors hit your website. 

Whether it’s a one-time project or an ongoing relationship, we can support your team’s implementation of Google Tag Manager, so you can focus on the business results that move your organization (and your career) forward.

Key Benefits

Partnering with Brilliant Metrics to get the most out of your Google Tag Manager installation will net you:

  • NCleaner and more actionable data in Google Analytics
  • NCompliance with the many privacy laws, including CCPA, CPRA, CDPA, CPA, New York Shield Act, CAN-SPAM, GDPR or LGPD
  • NDetailed conversion information so you know which sources of traffic convert and the site locations where key actions took place
  • NBetter signals to Facebook, LinkedIn and other advertising partners, letting them know what traffic is valuable so their algorithms can better optimize your paid media
  • NWebsite personalization to get the perfect message in front of your audience at the perfect time
  • NClear segmentation in Analytics, based on behaviors or data stored in your marketing automation platform
  • NTight retargeting audiences based on behavior, product interest, firmographic information and more
  • NMore actionable data in marketing automation systems such as Marketo, Pardot and Mautic
  • NFaster website load times and a better user experience, contributing to higher conversion rates and better SEO

Our Process

Existing Container Audit

If you have an existing Google Tag Manager container, we audit to ensure it’s installed correctly, tags are compliant with cookie management, Google Analytics is configured the best it can be and tags are not unnecessarily slowing down your website.

New Container Setup

If you are new to Google Tag Manager, we stand up a new instance and give administrator access back to your team. We either integrate it directly into your website or work with your web or IT team to do the integration and confirm it is set up right.

After careful review of your website, we migrate all scripts and tags currently loaded directly on the site or via WordPress plugins into Tag Manager for better integration and performance.

Identify Opportunities

After discussing your analytics, paid media, marketing automation and privacy/legal compliance needs, we detail a plan to add more functionality to your Tag Manager installation, and present these opportunities to you with a recommendation of what to put in the scope of the project.


Based on your approval, we will implement the tags, triggers, variables and templates needed to achieve your business objectives. Everything is built in the most maintainable way possible. We also strive for self-documentation, using naming conventions and clear identifiers so future users don’t need to reference out-of-date documentation.


Your new or upgraded container is thoroughly tested before and after deployment in a variety of browsers to ensure everything works as expected and does not hamper the user experience or put errors in the log.

Review and Hand-Off (optional)

Many clients rely on us to maintain their Tag Manager instance moving forward. However, if you have a technical or semi-technical resource who works inside Tag Manager, we can hold a hand-off meeting to review the container and answer any questions. We’ll provide documentation outlining naming conventions and general organization of the container.

Do I Really Need an Expert? 

There are plenty of YouTube videos that explain how to do things in Google Tag Manager. The challenge is they give different – and often conflicting – ways to do  the same thing. You wouldn’t be the first person to walk away with even more confusion and no real solution after studying videos and tutorials on your own.

Why is that? Well, Google Tag Manager is what’s called an un-opinionated tool. Opinionated tools have a single way to do something and guides users to get it done. Unopinionated tools, like Google Tag Manager, have five, six, maybe dozens of ways to do the same thing, and leave it to the user to figure out the best way for their use case.

We have the experience, working with countless clients, to know the pitfalls of each way of accomplishing a task. For example:

  • NI have two domains. Should I have two Google Tag Manager containers? (The answer is: It depends.)
  • NShould I fire low-priority tags on initialization, page view, DOM ready or window loaded? (The answer is: Generally,DOM ready, but it can be complicated.)
  • NShould I use a constant variable for my Facebook pixel ID or, since it's only in one place, can I just leave it as-is in the tag? (The answer is: You should use a constant variable, because you'll end up adding more events later, referencing the same ID.)

It’s this sort of experience that will save you money, time and frustration, working with Brilliant Metrics to get your Tag Manager instance just right.

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