Google Tag Manager gets a new "Tag Summary Feature": How does it simplify website tracking for marketers?

Published: March 10, 2023

min read

Google Tag Manager has recently added the "Tag coverage summary" feature for users.

Google's "Tag Coverage" feature now lets users check which tags are firing and which are not on their website. This summary is available in the Google tag sections of Google Ads and Google Analytics, as well as through Google Tag Manager.

This feature is particularly helpful when users are working with a complex website with multiple tags. Or if they have recently changed the tags on their website and want to make sure everything works properly.

The tag coverage summary contains the following information:

  • The total number of tags on the site
  • The number of tags that are currently active
  • The number of tags that do not fire
  • Number of tags with no data
  • The number of pages that have no tags

Below are a few ways users can make use of this tag coverage feature:

Determine which tags aren't firing: The tag coverage summary displays which tags aren't firing. If users notice that a tag isn't firing, they can troubleshoot the problem to ensure that the tag is properly configured.

Examine the data: The summary will also indicate which pages have tags and which do not. This information can be used to identify pages that may require additional tracking or to optimize their tags for specific pages.

Optimize your tags: If users notice that certain tags on the website are not firing, they can use this information to optimize their tags. To ensure that the tag is firing correctly, the tag configuration can be tweaked or additional triggers can be added.

How does the new tag coverage feature help marketers?

Google Tag Manager is already one of the most popular tools for managing and deploying marketing tags among users. The main reason is that it is extremely user-friendly and requires no programming knowledge to manage tags in GTM, whether it is adding or deploying tags, changing tags, testing the changes, etc.

Now, the newly added feature in GTM makes it even more approachable and effective for marketers. To maximize the website's performance.

Simplifies event-tracking:

Tracking each and every event that takes place on a website is essential to understanding the website visitor’s journey. But, at times, tags don’t get fired and thus receive no data. The missing pieces will severely limit marketers' ability to understand users’ behavior.

For instance, let's presume some of the tags placed on the products page on the website are not working. So, the marketer is only able to capture part of the data about that page. As a result, it may end up making marketers think that interest in some products on that page has decreased among visitors when it has not.

It will have significant ramifications for the marketing decisions they make regarding that product. But, the newly added feature totally takes it out of place, as marketers will be able to easily identify the tags that are not firing and make changes as early as possible. This way, the feature will simplify the event-tracking and maximize the performance.

Offers Agile Workflow:

Earlier, marketers had to spend time finding out all the data that the new summary covered, be it the number of tags that were firing or not, the tags that had no data, and so on. But, the new tag coverage summary helps marketers quickly identify all these. As a result, it can possibly make marketers’ workflow way easier than before.

Provides easy validation of improvements:

The new feature paves the way for easy validation of improvements and ensures error-free data tracking. If the marketers make any changes to the tags, they will no longer need to check them individually. By reviewing the top-level summary, they can easily comprehend the implications of changes and validate the same. This way, marketers will be able to take actionable steps quickly. Correspondingly, it will lead them to improve their marketing and website performance.

In essence, the new feature assists marketers in optimizing website tracking easily. And it ensures that they collect the required data on time to maximize the performance of the website and make appropriate marketing decisions accordingly.


Pete Johnson

Pete is a MarTech expert guru with a knack for getting diverse MarTech solutions work for brands. He has a wealth of experience in working with a plethora of MarTech platforms that dive Personalized Omnichannel Experiences. When he's not at work, you can find him playing basketball or listening to jazz.


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