Over the course of my analytics career, I have often reminded organizations that the implementation/tagging of digital analytics products is critical. After all, if you don’t get the implementation right, all of your data is suspect and your analyses can be meaningless. But we all know that the implementation portion of digital analytics can be difficult and time-consuming. In fact, I have found that the work involved in implementation is often a primary reason for continuing to use a digital analytics product, even if the analytics platform you have isn’t meeting your needs. I have spoken to countless organizations who admit that they are not getting value from their investment in digital analytics, but cannot make a change due to the re-implementation work that would be involved in moving to another digital analytics product
Most of the work involved in digital analytics implementations is the creation of a data layer, in which developers leverage code to pass data into data objects that are then passed to analytics product variables. The passing of these data objects to analytics product variables often happens via tag management systems, which use rules to send the events and properties needed when specific actions take place on a website or mobile application. Typically, the creation of the rules that route the data to the analytics product is the last and often easiest step in the process.
Amplitude Google Tag Manager Template
Given the size and breadth of Google Analytics in the marketplace, it is no surprise that Google’s free tag manager (Google Tag Manager or GTM) is the most widely used tag manager on the planet. Most Google Analytics implementations leverage Google Tag Manager (GTM) for implementations. While we here at Amplitude understand that many organizations will always use Google Analytics for certain aspects of their analytics tech stack, we believe that there are many things that are not covered by Google Analytics alone. We believe that leading organizations will need to integrate marketing and product teams to extend digital analytics beyond just acquisition analysis. Viewing both acquisition and customer engagement data together can have true synergistic effects and we have seen many organizations augment what they are doing in Google Analytics with the advanced digital optimization capabilities of Amplitude.
When we set about to build the Amplitude Google Tag Manager template, we wanted to make sure it was done right. So we hired Simo Ahava, the world’s leading GTM expert, to build the Amplitude GTM template. No one knows the nuances of GTM quite like Simo and we knew he would build a world-class template. It is important to keep in mind that Google Tag Manager Templates (in general) aren’t used for mobile app deployments, so this template will only be applicable to websites and apps that are able to use Google Tag Manager (through webviews).
To learn more about the new Amplitude Google Tag Manager template, you can view it in the GTM Template Gallery. All of the documentation you need to get started can be found in the template library. This new GTM template compliments other tag management data ingestion options such as Tealium and Segment and all of the other SDKs that can be used to send data to Amplitude:
Simo also created a quick video that goes into a bit more detail on how to configure the Amplitude Google Tag Manager template:
Tip: it is always suggested to have a custom instance name to avoid naming collision.
Amplitude offers a free tier, so if you are new to Amplitude and want to start using your existing Google Tag Manager instance to send data to Amplitude, you can create a free Amplitude instance and try out the template today.
If you are interested in a server-side implementation, Amplitude also provides a free GTM server-side template.