Google Launches Revamped User Interface for Tag Manager

Hot on the heels of one of Google Tag Managers’ most important ever releases with the introduction of Workspaces; they have also just launched a brand new user interface.

Here, we will quickly run through some of the most meaningful changes to the GTM interface and how they will benefit you when you are creating Tags, Triggers and Variables for your marketing campaigns.

1. Overlays

One of the best new features is the sleek overlay interface, which means you will never have to leave the location you are in (even if you need to configure a new Trigger or variable when you’re in the middle of creating a new Tag). Also, the overlays fly in and do not cover the whole screen, so you will always know where you started.

2. Tracking Workspace Changes

In the previous versions of the GTM interface, the right-hand panel solely contained information about the published version.

In the new interface, this panel has been split into two halves – with the top half containing information on the Live (Published) version, and the bottom half showing information on the Latest Container Version. Intuitively, clicking either half of this panel will take you to the respective page for each version.

In addition to the revamped panel, you can also see all changes made in your workspace compared to the Latest Container Version.

3. Accurate Timestamps

The addition of actual timestamps to the GTM interface will make tracking version changes much easier. This relatively minor feature means that you no longer have to put up with vague timestamps such as “2 days ago”.

Simply hover over any relative timestamp, and you can see the actual timestamp in a handy little tooltip.

4. Versions

One important change to be aware of is that what used to be “Edit as New Version” has now been renamed to “Set as the Latest Version”.

One of the best changes to the Versions pages is that you now have the option to view both “Version Changes” and “Activity History”.

Version Changes is pretty self-explanatory, in that it lists the changes in this version compared the previous “Latest Container Version”, whereas Activity History provides a detailed list of what things were done in a given version. Most importantly, however, is that you can also see who made the changes.

5. Tags

The most impressive addition to the “Tags” interface is that when you click “Choose a tag to begin setup…”, you are greeted with a new overlay. Intuitively, this overlay provides you with an extensive list of Tag templates to choose from.

6. Triggers

Trigger selection is much more robust now than it was. The new interface provides a handy table that gives you all the information you need at a glance.

In addition to this, trigger selection is also now much easier. All you need to do is click anywhere on the Trigger row, and you can add that particular Trigger to your new Tag.

By clicking the (+) button in the interface, you can create a new Trigger. This process is remarkably similar to when you create a new Tag.

7. Variables

Variables have also undergone similar changes to those of Tags and Triggers. From now on, if you want to create a new Variable, either go to the Variables page on the left-hand side of the page or just click the Variable icon whenever you see it.

The Variable selection screen is very similar to that of Trigger selection. One thing to note is that Built-In Variables are now mixed with User-Defined Variables. To tell them apart, keep an eye out for the (i) icon to the right – this will open the Variable Configuration menu for User-Defined Variables.


So there you have it. In our opinion, these are the most drastic changes to the Google Tag Manager interface.

As is the case with most new User Interfaces, it will take some time to adjusting to the new way of working.

However, we think that in the long-term, being able to configure an entire workflow from one central point makes this a much more powerful interface and will certainly save you a lot of time going back and forth.

With that in mind, one thing that hasn’t changed is that to make the most of Google Tag Manager; you will need a stable and healthy organisation system. If you want to learn more about how to do this for your organisation, there is still time to sign up for our one-day GTM training course on the 14th September.


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