How to Use Google Tag Manager

Track your website users & data with this simple tool Having a website for your dental practice is a must, this is one of the first 5 steps of basic dental marketing. Another of the top 5 basics is gathering and analyzing your data – that’s where we show you how to use Google Tag […]

Google Tag Manager

Track your website users & data with this simple tool

Having a website for your dental practice is a must, this is one of the first 5 steps of basic dental marketing. Another of the top 5 basics is gathering and analyzing your data – that’s where we show you how to use Google Tag Manager. As of January 2020, there were over 1.74 billion websites on the Internet. That means that competing practices are almost guaranteed to have a functioning website just like yours, but what sets apart the good from the great is a practice that tracks how potential patients are engaging with their site. 

Think about when you are shopping online and have a smooth checkout process or can navigate an app without a tutorial. You want potential patients to have a similar user experience when they visit your practice’s website. So, how can you set up tracking to see how users interact with your website and make sure you are getting the best results from your digital marketing? It starts with Google Tag Manager (GTM).

What Is Google Tag Manager?

Google Tag Manager can be seen as the middle-man of your digital analytics implementation and is an easy way to embed tracking code into your website without a developer. It’s a fast and simple way for you to deploy, modify, and manage your website tags all in one place, without having to write a single line of code.

How Does Google Tag Manager Work?

We’ll go ahead and give you some of the basics of how GTM. To start, It’s a complimentary website tool to Google Analytics. When a potential patient is scrolling through content, clicking buttons, or filling out forms, there are tracking “tags” on your website. They are able to gather data around how the user is interacting with your site. After collection, the data is then funneled from your website to Google Analytics to track the performance of the tags you placed on your website. 

Google Analytics, Google Ads, and Facebook Ads all require different tags. GTM is especially handy when you have multiple tags to manage.

There Are Two Main Parts To Google Tag Manager


Each and every action that happens on a website has a separate tag which is made up of Snippets of Javascript, AKA, tracking pixels. If somebody browsing your website clicks on the “Schedule Your Appointment” button, you want to be able to track it, right?  If that button has a tag it will send information to your Google Analytics when it is triggered. This then allows you to know how users are behaving on your website…are you getting conversions (new patients scheduling an appointment)?

To implement successful dental marketing for your practice, you first need to collect and analyze your website’s users’ data, and that is what Google Tag Manager is all about.


Tags depend on triggers. So, what’s a trigger? A trigger “listens” for certain events, such as clicks, form submissions, or page loads. When an event is detected that matches the trigger definition, any tags that reference that trigger will fire. Triggers tell GTM when or how to fire a tag. For example, maybe you want to have a tag send information when someone clicks to make an appointment, or when a form is submitted. These sorts of events are known as triggers and all tags need to have at least one trigger assigned to them to ensure data is collected.

Why Use Google Tag Manager?

We’ll get to how to use Google Tag Manger, but first, let’s discuss the why.

Easy to Use 

The basic user interface allows you to create and manage tags all by yourself without a developer. Seriously! You won’t need to write your own code. Trust us, it all sounds scarier than it is, however, it’s pretty simple to use with basic technology-knowledge.

Time Saver 

GTM will help speed up many processes. Tag changes and tag creation can be completed in just a few minutes and most do not require code changes to the website. It’s so easy to do you don’t need a developer – click, paste, save, and done!

Improves Site Speed 

Traditional tracking tags can slow down site speeds. Adding individual tags to your website means they will each load one by one. The problem with this is that the longer your website takes to load, the more likely it is that a potential patient will leave without converting. Luckily, tags created in GTM fire asynchronously by default, meaning each tag can fire anytime it’s ready instead of being dependent on other tags to load.

How To Install Google Tag Manager To Your Practice’s WordPress Site

Now we are going to show you how to install Google Tag Manager! Don’t like reading? The video tutorial at the start of this blog provides a step by step guide to complete this task.

  1. Step one to install Google tag manager, go to and login with your preferred account.
  2. Once you have logged in with your preferred email address, go to Here you can now create a new account and tag manager, and for your account name, place your practice. It is recommended that you only have one account per practice to keep things simple. Once you have entered your company name you must set up your container which refers to the entity which will function as a small piece of code from which data will flow into various tools (e.g. Google Analytics). Enter your website address here, eg., and select “web” where it asks “Where to Use Container. Once you click “Create”, read the terms of service and click “Yes”.
  3. Google tag manager will now provide a pop up showing some code that you will need to install on your WordPress website. 
  4.  To do this, you will need to go over to your website for which you have the login information, and go to the plug-in section and select “Add New”.
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  1. You then need to search for the “Insert Headers and Footers” plugin and install/activate it. 
  1. Once the plugin is installed, navigate to “settings” where you will see an action button called “Insert Headers and Footer”. Now you will simply need to go back to the Google Tags Manager tab you left open and copy the code in the <head> section and paste it in the “Scripts in Header” section on WordPress. You will then do the same for the <body> section of code and paste it in the “Scripts in Body” section of WordPress. Then click Save.

Now you’ve got Google tag manager installed on your website! That was pain-free, wasn’t it? And you did it yourself! Tracking web traffic is a big step towards becoming an expert DIY dental marketer. After all, you can’t manage what you don’t measure.

The Marketing Box

This blog post on Creative Dental Tips – How To Create A Graphic On Canva is a glimpse into The Marketing Box by Pain-Free Dental MarketingThe Marketing Box is a perfectly curated Do-It-Yourself dental marketing toolkit. It provides you with all of the strategies and tactics of a dental marketing agency, without all the costs.

Want more information on how to grow your practice on a low budget? Visit our website or call today!