Google Tag Manager (GTM) is a prolific marketing tool that enables teams of all sizes to easily manage security, efficiency, and deployment across their entire realm of webpages. With GTM, marketing and operations personnel can implement Google and third-party tags in a single location to seamlessly integrate various products into their websites or mobile applications. In Q2 of 2019, Google Tag Manager released Tag Templates to provide a framework for granularly creating custom tags and custom variables, which gave the ability for companies to develop secure tag templates that allow for a fully custom implementation of their product for web properties.
We weighed the trade-offs between utilizing custom HTML tags vs. integrating our event tracking with the new Tag Template feature and ultimately decided to move forward with creating a Keen Tag Template. Tag templates offered higher security, superior performance, and abundant customizability when compared to custom HTML tags. We wanted to share our findings on the benefits of utilizing Tag Templates to implement Keen’s event tracking at scale for your website and application.
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Creating a Tag Template offers significant benefits to website and application performance because it eliminates duplicate code by consolidating the scripts needed for the granular configuration which previously had to be achieved with multiple custom HTML tags. This efficient implementation mitigates the issues mentioned above while also providing enhanced security and customizability. Performance improvements can be measured quantitatively via the Monitoring API to capture tag status, execution times and metadata.
Start Utilizing GTM Tag Templates to Track Event Data
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Despite the added complexity of implementing the GTM Tag Template vs. Custom HTML tag, the added value of superior security and privacy as well as the convenience of seamlessly integrating with the GTM are well worth it. Check out our step-by-step tutorial to learn how we created a GTM Tag Template for Keen. You can also get started for free today and start using our Keen GTM Tag Template to easily track events in your website and application.