Integrating Adobe Experience Manager with Google Tag Manager

Integrating Adobe Experience Manager with Google Tag Manager

Tag management system (TMS) streamlines the processes for integrating other marketing tools with AEM6.0. If you want to implement Google Analytics with Adobe Experience Manager Implementation, I highly recommend using Google Tag Manager, as a way to create value by increasing marketing agility.

  • What is a tag?

    A tag is snippet of JavaScript that sends information to a third party, such as Google. If you don’t use a tag management solution such as Google Tag Manager, you need to add these snippets of JavaScript directly to the source code of your site. In contrast, with Google Tag Manager, you no longer need to maintain each of these JavaScript snippets in your source code; instead, you specify the tags that you want to fire, and when you want them to fire, in the Google Tag Manager User interface.

  • How Google Tag Manager Works

    Google Tag Manager works via a container snippet that you place on all your website pages. The
    Container snippet replaces Ad Words, Google Analytics, Floodlight, and other tags on your site. Once a container snippet has been added to your site, you update, add, and administer tags from your Google Tag Manager account. Your Google Tag Manager account allows you to administer the tags for one or more websites. Although you can set up multiple Google Tag Manager Accounts from a single Google account, you’ll typically only need one Google Tag Manager Account per company.

  • How can you use Google Tag Manager with Adobe Experience Manager?

    Integrating AEM with Google tag manager is quite simple. In shared content package the Cloud Services Configuration for Google Tag Manager is built, which helps in integrating AEM with Google Tag Manager.

    • Using Instructions from documentation, Create Google Tag Manager account and a container.
    • Install the content package on your AEM instance.
    • Create a configuration under the AEM> Tools > Cloud Services Configurations > Google Tag Manager. You need to enter container ID, which can be found in the Google Tag Manager interface.

Use the configuration on your top-level content page. (The way use you use to do would for any Cloud Services Configuration.) Note that that page should be activate and the configuration itself.

To test the setup and the tag rules implemented on a local machine or on a author instance, Google Tag Manager’s debugging tools can be used. This helps you get results and verify the implementations before sending changes to Production

Pros and Cons of Using Google Tag manager:

You should absolutely consider the use of a TMS. The following are reasons you should specifically

Consider using Google Tag Manager:

  • Use Google Analytics as your primary web analytics platform.
  • You are new to the concept of tag management.
  • You heavily invest in Google AdWords for online marketing.
  • Don’t have much of a budget for bonus marketing tools, like a TMS.

Here are some reasons you should consider using a different TMS or, perhaps, none at all:

  • You’re already invested in a more robust platform (like Adobe Marketing Cloud), which includes a more feature-rich TMS.
  • Your organization’s regulatory or change management processes don’t allow for the direct control over production websites that a TMS provides digital marketers.
  • The very small sacrifice in performance (due to asynchronous tag loading) is too much.
  • You require and can afford a richer feature set out of a TMS than what Google provides.