Product Marketing Manager at Martian & Machine·

Hi,

This is a question for best practice regarding Segment and Google Tag Manager. I would love to use Segment and GTM together when we need to implement a lot of additional tools, such as Amplitude, Appsfyler, or any other engagement tool since we can send event data without additional SDK implementation, etc.

So, my question is, if you use Segment and Google Tag Manager, how did you define what you will push through Segment and what will you push through Google Tag Manager? For example, when implementing a Facebook Pixel or any other 3rd party marketing tag?

From my point of view, implementing marketing pixels should stay in GTM because of the tag/trigger control.

If you are using Segment and GTM together, I would love to learn more about your best practice.

Thanks!

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Growth Marketing Specialist at Ruben Lozano Me·

Hello Iva,

I think it is a good exercise to think about this framework once you start to add tags, triggers, and parameters and connect data between different tools (Amplitude, Google Ads, Linkedin Ads, Twitter Ads). I really love a post where Daniel Wolchonok shared a video about the Data Stack at Reforge (https://www.linkedin.com/feed/update/urn:li:activity:6963174688554414080/). My suggestion and what I see in other startups, centralise everything in one platform, Segment, and then send data whatever you need. Allow Google Tag Manager to be the tool for marketers and don't allow them to use Segment (I am a marketer). It is good that marketers have the freedom to set up tags and triggers for conversions and audiences but it is good that they don't have access to everything. So, I found it very simple to do it that way, Segment for everything and then connect Segment with Google Tag Manager where Google Tag Manager will allow marketers to work on the events, conversions, tracking, pixels, etc.

I hope you find this helpful. I will try to work on creating basic documentation to collect all of that information. I found really interesting for many startups at the beginning.

Cheers,

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4 upvotes·2.7K views
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Ruben Lozano

Growth Marketing Specialist at Ruben Lozano Me