Google Tag Manager Launches Workspaces: Benefits for Brands

Post by Lubomira Belicova, Analytics & Innovation Specialist, Australia

Google Tag Manager is the ultimate tool to manage website tags – add, easily edit and update. Tags, such as conversion tracking, site analytics, remarketing and more can be published without needing to edit website code.

Recently, Google Tag Manager launched a new feature called Workspaces. But Google didn’t stop there – it also revamped the entire user interface: new design for tags, triggers and variables along with a completely new user experience.

Performics was lucky enough to have gained early access while it was in beta, allowing us to test these new features.

What are the benefits of the release?

  • Greater version control to see changes on a granular level
  • Allows comparisons between the latest container version and the workspaces
  • Supports consistent naming strategies and note taking
  • Multiple users and teams can interact in the same container allowing for efficient collaboration.


What changes were made to the Workspace?

Previously, all tag changes were prepared in a single container draft, and had to be published all together. This often led to complicated and conflicting workflows between multiple teams working within the same GTM container. However, Google continues to invest and build more functionality, improving its platform for enterprises and multi-user functionality.

Google created Workspaces to allow multiple users working on tag implementation at the same time or making quick changes without affecting another team’s work in progress.

How does it work?

When a Workspace is created, a new Container Draft is separated from the latest GTM container version. This separate Workspace, Container Draft, can be edited, previewed, and debugged without interference from other Workspaces. In the container, there will remain only one main branch of versions, therefore posing no risk of publishing the Workspaces into a completely separate branch, only merging them together.


So what? Well, tagging can now be configured in multiple Workspaces at the same time. When a Workspace is published, it’s turned into a unique version and becomes part of the Google Tag Manager container. And when there are multiple Workspaces and one of them is published, all other Workspaces will be notified that the latest container version has changed and these changes can be easily synchronized with all other Workspaces.

But what if a conflict arises? Google has created a conflict resolution process and provides the option of overwriting the conflict in favor of the Workspace, or migrating the changes into the workspace from the current version.

What changes were made to the interface?

The first obvious improvement, besides Workspaces, is the use of icons rather than colors. The triggers are now distinguished with different icons, making it easier to tell the difference between the types of the triggers. Perhaps, in the future, tags icons will also be created to make the tags overview clearer.


The second main interface change is the sliding left effect. This appears when any tag, trigger or variable is clicked on; the edit screen slides from the left side to display the details of the tag, trigger or variable configurations. This effect applies on any changes made on container items, such as choosing a tag type.


These changes, plus the introduction of Workspaces, is a game changer for enterprises needing to make multiple changes to a Container Draft at once. It’s more effective and more efficient.

This tag management tool has many benefits:

  • Replaces hard coded tags that are used for marketing and website testing
  • Easy and immediate implementation
  • Reduces errors in tags
  • Frees you from involving webmaster for publishing changes
  • Cuts down implementation time from weeks to hours.

If you’d like to know how we can help you implement industry leading GTM in your organization, or would like some expert guidance on GAP360, contact your Performics account team.


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