Google Tag Manager (GTM) expertise
Google Tag Manager (GTM) is a powerful tag management system that allows marketers and web developers to easily and efficiently manage website tags (snippets of code) without needing to directly modify the site's code. This simplifies the process of implementing and updating tracking codes, analytics, remarketing pixels, and other marketing technologies.
Hiring a skilled GTM freelancer can significantly streamline your website tracking and data collection processes, ultimately leading to better insights and improved marketing performance.
What to look for in a GTM freelancer
When searching for a GTM expert, look for demonstrable experience in:
- Setting up and configuring GTM containers
- Creating and managing tags, triggers, and variables
- Implementing various tracking solutions (e.g., Google Analytics, Facebook Pixel, LinkedIn Insights)
- Experience with dataLayer implementation and custom JavaScript
- Understanding of data privacy regulations (e.g., GDPR, CCPA)
Main expertise areas within GTM
Tag implementation and management
A proficient GTM freelancer should be able to implement various tags, including those for analytics, conversion tracking, remarketing, and more. They should also be adept at managing these tags, ensuring they fire correctly and collect accurate data.
DataLayer implementation
The dataLayer is a crucial component of GTM. A skilled freelancer should understand how to implement and utilise the dataLayer to capture specific website data and pass it to GTM for effective tracking.
Custom JavaScript and HTML
Sometimes, standard GTM functionalities may not suffice. A good GTM freelancer should possess the skills to write custom JavaScript and HTML to handle complex tracking scenarios and integrate with bespoke systems.
Relevant interview questions
- Describe your experience with setting up GTM for different types of websites.
- How do you approach debugging GTM issues?
- Explain your understanding of dataLayer and its importance in GTM.
- Can you provide examples of complex GTM implementations you've handled?
- How do you stay up-to-date with the latest GTM features and best practices?
Tips for shortlisting candidates
- Review portfolios and case studies showcasing previous GTM projects.
- Look for clear explanations of their approach and the results achieved.
- Check for client testimonials and feedback on their communication and problem-solving skills.
Potential red flags
- Lack of a clear understanding of data privacy regulations.
- An inability to explain complex GTM concepts in a simple and understandable manner.
- Over-reliance on pre-built templates without demonstrating customisation capabilities.
- Poor communication skills or a lack of responsiveness.
Typical complementary skills
GTM expertise often goes hand-in-hand with skills like:
- Google Analytics
- JavaScript
- HTML/CSS
- Marketing analytics
- A/B testing
Benefits of hiring a GTM freelancer
Hiring a skilled GTM freelancer can bring several benefits:
- Improved data accuracy and insights: Accurate tracking leads to better data, enabling informed decisions.
- Time savings: Freelancers handle the technical complexities of GTM, freeing up your internal team.
- Increased marketing ROI: Optimised tracking helps measure campaign effectiveness and improve ROI.
- Flexibility and scalability: Easily scale your tracking efforts up or down based on your needs.
For example, a GTM freelancer can help you track form submissions on your website, allowing you to understand which marketing channels are driving the most leads. They can also implement enhanced ecommerce tracking to analyse product performance and customer behaviour. Another example is setting up cross-domain tracking for businesses operating across multiple websites, ensuring consistent data collection across all platforms.
By leveraging the expertise of a GTM freelancer, you can gain valuable insights into your website’s performance, improve your marketing campaigns, and ultimately achieve your business objectives.
