Digital marketing and analytics professionals rely heavily on tag management systems like Google Tag Manager (GTM) to deploy various tracking codes, scripts, and tags on websites. While GTM offers a wide range of built-in variables, one practice that can greatly improve efficiency and consistency is the use of constant variables. In this article, we’ll explore why using constant variables in tag management systems like GTM is a good practice.
What Are Constant Variables?
Before delving into the benefits of constant variables, let’s clarify what they are. In GTM, constant variables are user-defined variables with fixed values that you specify. These values do not change based on user interactions or dynamic conditions on your website. Instead, constant variables remain static, ensuring that specific values are consistently applied to tags and triggers.
1. Maintain Consistency and Accuracy
One of the primary advantages of using constant variables is the ability to maintain consistency and accuracy in your tracking implementations. Here’s how:
Consistency Across Tags and Triggers: When you use constant variables to store values like UTM parameters, conversion IDs, or custom dimensions, you ensure that the same values are used consistently across all relevant tags and triggers. This consistency prevents discrepancies and ensures that your data is reliable and uniform.
Avoid Human Errors: Manually entering values in multiple places within GTM increases the risk of human errors. Constant variables eliminate this risk by centralizing values in one location, reducing the chances of typos or incorrect inputs.
2. Streamline Tag Maintenance
In a dynamic digital marketing environment, you often need to update tracking configurations. Constant variables simplify tag maintenance in several ways:
Efficient Updates: When a value needs to be updated, you can make the change in one place—the constant variable. This change is automatically reflected in all tags and triggers that use that variable. This efficiency reduces the time and effort required for maintenance.
Version Control: Keeping track of changes and updates is essential for maintaining data accuracy and consistency. Constant variables provide a clear audit trail, making it easier to track changes and roll back to previous versions if necessary.
3. Enhance Collaboration
Constant variables also promote collaboration among team members and agencies working on the same tracking implementations:
Clear Communication: Using constant variables with descriptive names can help communicate the purpose and usage of specific values to team members. This clarity is especially valuable when multiple individuals or teams are involved in managing tracking.
Smoother Handovers: When teams change, or agencies take over tracking responsibilities, constant variables make it simpler to transfer knowledge and ensure that tracking configurations remain intact.
4. Reduce Risk During Website Updates
Website updates, redesigns, or migrations can pose risks to tracking implementations. Constant variables mitigate these risks:
Minimize Post-Update Fixes: When your website undergoes changes, constant variables ensure that your tracking configurations remain consistent. This reduces the need for extensive post-update fixes and testing.
Faster Adaptation: Constant variables can be quickly adjusted to accommodate changes in website structure or tracking requirements. This flexibility allows you to adapt to evolving digital strategies without major disruptions.
In conclusion, using constant variables in tag management systems like GTM is a good practice that offers numerous benefits. It enhances consistency, accuracy, and efficiency in your tracking implementations while also promoting collaboration and reducing the risks associated with website updates. By adopting this practice, digital marketers and analysts can maintain better control over their tracking configurations and ensure the reliability of their data, ultimately leading to more informed decision-making and improved digital strategies.
