Understanding Google Tag Manager and Its Issues in China

Discover why major companies use Google Tag Manager, identify the core issues it has in China, and learn about responsive solutions for your business.

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Google Tag Manager (GTM) is a popular digital marketing solution used by many companies globally, from small businesses to industry giants. A number of Fortune 500 companies such as Coca-Cola, PepsiCo, Wells Fargo, ExxonMobil, and Microsoft leverage GTM for its ability to manage and deploy marketing tags (snippets of code or tracking pixels) on a website without having to modify the code.

This technology allows companies to easily track conversions, website analytics, retargeting, and more. Apart from the tech industry, companies in sectors like finance, retail, and energy also utilize GTM. Its scale and wide usage are testament to its robust capabilities, handling millions of hits per day across various platforms.

Link: Official Google Tag Manager Documentation


Despite its advantages, Google Tag Manager faces significant issues in China mainly due to internet speed/loading difficulties and legal compliance concerns. GTM is a product of Google, which runs its services on its Cloud Infrastructure, Google Cloud Platform (GCP). Since Google services are intermittently blocked in China, it causes serious loading problems for websites using GTM.

Link: Google Tag Manager Cloud Infrastructure

Specifically, compatibility issues with Chinese websites make the loading process painstakingly slow. Websites that rely on GTM are unable to load efficiently, which affects user experience and website performance.

Furthermore, China has stringent laws regarding website compliance. Foreign businesses operating websites in the country must conform to these laws. However, since GTM is not based in China, websites using it often face regulatory hurdles and risk being blocked.

Link: Making your Website Compliant in China

While GTM is an efficient tool for businesses operating outside China’s jurisdiction, within it, businesses might find it to be more of a liability than an asset due to the said issues.


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