Google Announces Improvements to Google Tag Manager Including New API

Google has just announced Google Tag Manager V2, new improvements to the popular web analytics tool includes a new intuitive interface, more 3rd-party templates, and the new Google Tag Manager API. Google Tag Manager is a free tool designed primarily for marketers that makes it easy to add and update website and mobile app tags including conversion tracking, site analytics, and remarketing tags.

Google Tag Manager now has a new, more intuitive interface that makes it easy for non-technical users to add and update tags to websites and mobile applications. The new interface features instant search and autocomplete, new keyboard shortcuts, and a simpler default workflow.


Google Tag Manager will include more 3rd-party tag templates starting in the next few weeks. Users can select tags from a list of 3rd-party providers including AdRoll, Marin, Comscore, Bizo, Clicktale, Neustar, Distillery, Turn, Mediaplex, VisualDNA, quantcast, Criteo, and more. If a tag isn't available in the 3rd-party provider list, users can add the tag they need as a custom HTML tag.

A key improvement to Google Tag Manager is the availability of the new Google Tag Manager API which makes it possible to customize the infrastructure as needed. The API can be used to build custom Google Tag Manager-powered tools or to integrate the Google Tag Manager Platform with existing applications. According to the official announcement post, the Google Tag Manager API can be used by agencies to "easily manage large tagging setups for their clients: create a master Container template, specify variations (such as the domain, or the ad campaign ID) in a Google Sheets doc, and use the API to automatically deploy to multiple containers and keep those containers in sync."

In the announcement post, Angela Grammatas, digital analytics manager for Novartis, is quoted as saying "With many brands and websites across the globe, collecting web analytics data can become time consuming. Two challenges we have faced are data consistency and tagging implementation across many sites. We developed a process where we use the Google Tag Manager API to eliminate a manual, error-prone, process and thus were able to shift our attention from several low-value tasks to determining how to create a great digital experience for our customers."

For more information, about Google Tag Manager visit To find out more about the new Google Tag Manager API, visit the Google Developers website.

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