Tag, You’re It! Why You Should Be Using Google Tag Manager For Your Law Firm


Google has no shortage of tools website owners can use to understand and improve website performance. From complex reporting in Google Analytics to search engine optimization in Google Webmaster Tools, instituting the best practices to manage your website’s performance metrics can be time consuming and frankly, confusing. However, there is one simple Google feature that all law firms should be using: Google Tag Manager.


Google Tag Manager (GTM) is a free tool offered by Google to help you track users and their behaviors on your website. If currently think, “Doesn’t Google Analytics already do that?,” you’d be wrong. Google Analytics collects some of this information, but not all of it and not with much specificity. GTM works with Google Analytics and sends the information it collects straight to Google Analytics where website managers can easily access and analyze the data.

So how does GTM actually work? GTM uses small snippets of code called “tags” that tell Google Analytics when to start monitoring a website for specific events. These tags are turned on when a user performs a designated “trigger” action.

For example, GTM can allow you to track how many people submit contact forms on your website. Whenever a user clicks the submit button on the contact form, this triggers GTM to record a tag, which is sent to Google Analytics.

Tracking Conversions With GTM and More

If you haven’t figured it out already, GTM is an incredible conversion tracking tool. Not only can you create tags to track contact form submissions, you can also track users who clicked to email, clicked to call, clicked to chat, or really to track any other action a user takes.

But GTM’s usefulness doesn’t stop there. GTM is an invaluable tool for remarketing. Remarketing strategically markets to users who were on your website, but didn’t convert. For law firms, remarketing could involve marketing to users who visited the contact page on your website, but didn’t reach out to the firm via contact forms, calls, email, or chat. Law firms could also try remarketing to users who spent a lot of time on their websites or made multiple visits. GTM can create remarketing lists to use with Google AdWords and/or other display advertising.


Using tags and triggers used to be a website developer’s game. Before GTM, if you wanted to install tags on your website, you would need a developer to code each tag into your website manually. This made utilizing tags inaccessible to most people. But GTM changed the game. The way GTM works now requires the installation of only one small piece of code called a “container.” Each tag exists within the container, so once this code is in place, website owners can utilize GTM’s interface to create as many tags as they want without having to code each one manually. While law firms will need a little help installing the initial container code, once this up and running, they have access to all of the benefits of creating tags.

 Google What?

If you have been lost in the plethora of Google Tools for website, the digital marketing experts at Stacey E. Burke, P.C. can help. We help law firms create high performing websites through utilizing a variety of website tools and marketing strategies, including Google Tag Manager.

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