Johannes Radig

Johannes is an independent marketing and growth consultant. He speaks on these topics at global events and mentors companies at 500 Startups.

Previously, he headed SEO at PayPal and led Growth at Truly Experiences. Learn more about his work and life as a digital nomad on his blog and Twitter.

How to Use Google Optimize & Tag Manager for Personalization

About two years ago, I wrote an article on using Google Tag Manager (GTM) to personalize your website. Even then, people asked why I wouldn’t just use Google Optimize. At the time, the answer was simple: Personalization was part of Google’s six-figure paid solution.

However, in November 2018, Google released the functionality to all users. Since then, Google Optimize has become a primary platform to initiate personalized experiences. But GTM is still critical to overcome its enduring limitations.

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