How we use Google Tag Manager effectively

Want to know how to use Google Tag Manager effectively? This blog is part of a 2-part blog and helps to explain what GTM is, what it helps resolve and the benefits we’ve found from using it that will help you and your business. In the second part, we discussed the implications of GDPR and how to use Tag Manager’s consent tools to ensure tags are being fired in a GDPR compliant way.

‘Tags’ are snippets of code to help you integrate third-party tools, such as analytics, ads and chat-bots, into your websites. Normally these tools provide website owners “snippets” of code which you add directly into your project’s code.

What problems could this cause?

Inheriting Messy Sites

Picture this, you’ve brought on a new client and have gained access to their site. You delve into the code and find that it’s a mess. There are tons of tags throughout the site and you have no idea which tag does what, why it does it and who has set them up. This is going to take you so long to audit!


Time Consuming for Developers

You’ve brought on a new client and they’ve asked you to set up some tags for a number of different reasons. They want their Google Analytics linked up, their Facebook pixel installed to track form submissions or a widget to display a popup when users are about to leave their website or insert a pop up to encourage users to sign up to their newsletter and a lot more… Your head hurts. You know your developers are super busy at the moment, but you’re going to have to ask them to help you add these tags for the client.

Unclear code

You’ve been asked to remove an old version of Google Analytics from a client’s site. You remove the code. A few weeks later, you’re looking through the analytics and find that there is a gap in this month’s research. You accidentally removed the current Google Analytics, so it hasn’t been feeding data for the past few weeks. Oops.

How we use Google Tag Manager to resolve these issues

There is a solution to your problems – Google Tag Manager. This means less developer involvement as the only code needed is to initially connect up the Tag Manager with the client’s site.

This provides a number of great benefits:

For more help in keeping your website GDPR compliant, read our blog about how to hook up GTM consent tools with Cookiebot.

How to create your own Tag Manager

  1. Head over to
  2. If you have a Google account you can simply login, if not you’ll need to create a free Google account.
  3. With a Google account created, you’ll need to add an account for your website. To do this click “New Account” and fill out all the required fields (Account name, Country, Container name and Target platform).

If you need help fully utilising Google Tag Manager’s features, we can audit your website and correctly install the tags, improving your site’s speed and ultimately helping increase conversions.

Get in touch today

15 Private Dental Sites Ranked By Some Basic User Experience

Our background in the dental industry

Pop has been working within the dental industry since 2010… We started working with dental practices when we teamed up with Practice Plan (the UK’s number one provider of practice-branded dental membership plans). We were responsible for building websites for Practice Plan, and during our time with them, we built and helped to manage over 500 sites.

We have also had the pleasure of working alongside Laura Horton and Michael Bentley, both well-respected practice consultants.


Our UX background in dental websites

Working in the dental industry for the past 12 years has given us a deep understanding of how users interact with dental websites.

We have gathered this knowledge from hundreds of surveys, user tests, and even sat in plenty of dental practice receptions asking patients about their experiences.


Some are getting it right, most are getting it wrong…

In a recent survey we carried out with 1,000 members of the general public, over 60% said they had visited a dental website in the past 6 months. If you want your practice to be better than your competition, you should be aiming high. Of the sites we tested, apart from the below, we found issues like broken links to booking systems, forms that didn’t work and sites that were generally quite boring.

How to ensure your traffic is accurate in Google Analytics

If you’ve delved into the world of web analytics, you have most likely heard of Google Analytics (if you haven’t, then I think you need to get a spell checker or something because something’s not quite right). Launched in 2005, it quickly became the most widely used web analytics service on the web, with GA4 taking over from July 1st 2023.

If you’re a beginner, you may look at your data and feel a little overwhelmed to say the least. There are so many figures in front of you, it’s hard to know what’s most important and what’s not. You also need to ask yourself – Is this data accurate? Can I trust it? What could go wrong?

Take a look at our top tips to prepare your analytics, prevent and reduce spam traffic and provide the most accurate data. 


We all know the old classic, fail to prepare and prepare to fail. There are some things you should do before you begin analysing data.


What could go wrong?

Distracted Dan applied some filters to his Google Analytics traffic. He got rid of all possible flawed dimensions and was sure that no spam traffic could get through. His client had a quick look at how their site was doing. They could see they had under 10 views that month which they weren’t happy about, and they were looking at Dan as the culprit.

He had added too many filters and now even relevant traffic was being filtered out. He forgot to add an unfiltered view. He had a lot of fixing to do.

If he had created an unfiltered view, the problem would have been fixed in seconds.



Spam traffic happens, as we’re all aware of, but there are things you can do to prevent it.


What could go wrong?

Distracted Dan saw that his client’s conversion rate had gone up 50% in January. Amazing, he thought. They’ll love that.

However, he looked into the data and found that all sales had come from his work’s address. Oh. They weren’t actually orders from customers, they were from when his colleague completed those user tests earlier in the month.

If he had created the correct filters to exclude any internal traffic, his data would have been more accurate.



Don’t worry, there are things you can do to remedy spam – it’s never too late!


What could go wrong?

Systematic Sophie was looking through some data at the end of the month ready for her monthly meeting with her client. She saw that on Tuesday there were 240 views, Wednesday there were 2450 but it was back down to 210 on Thursday. Hm. She asked Distracted Dan if he had any idea what had happened.

Now that he thought about it, he did remember something causing that a few weeks ago but had forgotten to write a note about it.

Sophie had to analyse the data again and figured out it was because the client was mentioned on the local radio that day, causing a spike in views. 

If Distracted Dan had added a note to remind all users of this fact, it would have saved a lot of time.


Although these are just a few tips, luckily we are experts in analysing web traffic in order to ensure it is accurate, from real users and not warped by spam. Get in touch with us today. 

Join Pop Creative’s Website Research Panel Today

Being a part of our Research Panel is your chance to share your thoughts, ideas and opinions with us by participating in our research. You won’t have to partake in every project, each of our research studies is different so you can choose the ones you’ll find most interesting.

What’s in it for you?

→  The chance to win an Amazon Gift Card every 3 months

→  The opportunity for your voice to be heard and get your points across

→  The ability to influence design changes to a variety of different websites

What to expect

These are some questions we ask ourselves and the type of things we will be asking you during our research studies. These include usability testing, interviews, surveys and beyond. 

The step by step

Want to join our panel? Click here –> Simply fill out your name and email address and you will be added to our list.

For more information, get in touch with Josh, our UX researcher, at 

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