Google Tag Manager

Google Tag Manager

Top Rated
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Score 9.1 out of 100
Top Rated
Google Tag Manager

Overview

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Popular Features

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  • Event tracking (61)
    9.6
    96%
  • Rules-driven tag execution (58)
    8.3
    83%
  • Tag library (59)
    8.1
    81%
  • Ease of writing custom tags (63)
    6.6
    66%

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Pricing

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What is Google Tag Manager?

From Google, the Google Tag Manager is a tag management application that facilitates creating, embedding, and updating tags across websites and mobile apps, thus gaining the benefits of data standardization and speed of deployment. Google touts an agency friendly system with multiple user access,…

Entry-level set up fee?

  • No setup fee

Offerings

  • Free Trial
  • Free/Freemium Version
  • Premium Consulting / Integration Services

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Alternatives Pricing

What is ObservePoint?

ObservePoint is a web analytics tagging audit tool.

Features Scorecard

Security

9.4
94%

Tag Management

8.0
80%

Data Management & Integrity

8.7
87%

Product Details

What is Google Tag Manager?

From Google, the Google Tag Manager is a tag management application that facilitates creating, embedding, and updating tags across websites and mobile apps, thus gaining the benefits of data standardization and speed of deployment. Google touts an agency friendly system with multiple user access, and tools to improve tags performance like debugging, and rules, macros or automated tag firing. The Google Tag Manager also integrates with Google product DoubleClick. Moreover, Google Tag Manager is free.

Google Tag Manager Integrations

Google Tag Manager Technical Details

Operating SystemsUnspecified
Mobile ApplicationNo

Frequently Asked Questions

From Google, the Google Tag Manager is a tag management application that facilitates creating, embedding, and updating tags across websites and mobile apps, thus gaining the benefits of data standardization and speed of deployment. Google touts an agency friendly system with multiple user access, and tools to improve tags performance like debugging, and rules, macros or automated tag firing. The Google Tag Manager also integrates with Google product DoubleClick. Moreover, Google Tag Manager is free.

Reviewers rate Event tracking highest, with a score of 9.6.

The most common users of Google Tag Manager are from Small Businesses (1-50 employees) and the Marketing & Advertising industry.

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Reviews

(1-25 of 68)
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Tyler Heaps | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Review Source
I use Google Tag Manager daily. I make sure this is installed on every website I work on so I can easily deploy tags and not have to rely on developer resources to get this done. By using GTM to install all my tracking tags it frees up space in the code of the site and we have seen an increase in site speed for both mobile and desktop.
  • Tag Management
  • Event Tracking
  • Site Management
  • Integrations
  • Training Resources
  • GA4 Support
I recommend this to everyone who works in development or marketing. There are so many tools that require site tagging and tracking codes and this provides an environment to track all these things and easily add them or remove them from the site. It's also very easy to specify which pages you want tags to deploy on or in which scenarios.
I have not had to use support for Google Tag manager and so I cant give this an accurate rating.
Score 10 out of 10
Vetted Review
Verified User
Review Source
The GTM helps us tag different elements from our codebase and make updates easily, on the spot. It also helps us track our marketing KPIs, the AdWords, and everything included in our Google Analytics account.
  • Quick turn-around on adding new tags.
  • Tracking measurement of GA KPI.
  • Tracking performance of our AdWords campaigns.
  • Could use some training guidance/ platform for beginner users.
GTM is well suited when it comes to adding new tags on the site quickly. It is also great at site analytics: sending true information (I.e.: based on impressions) into our GA KPIs & Marketing tracking. Both these features help make our team more efficient and agile.
Easy install documentation, fast Q/A turnaround, & support service is available anytime.
Andrea Hester | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Review Source
Our web development team uses Google Tag Manager not only to manage tags on our own website, but those of our clients. It's a great way to enable easy addition and management of tags for things like analytics, social media, and advertising, without having to work in the website's code.
  • Enables broader management of tags
  • Ensures optimal tag placement and low impact on performance
  • Makes updating tags quick and easy
  • Integrates nicely with analytics
  • As with a lot of Google products, it's not the most user friendly
  • Steeper learning curve for those unfamiliar with code
  • Doesn't have a very robust native knowledge base for training - but there are lots of external sources of training and tutorials elsewhere
Google Tag Manager is nice for companies with marketing teams who need access to inserting and managing tags for things like social media and advertising, without having to burden the web development team for help. It's less appropriate when the site is very complex or there are special considerations with custom tags that could impact performance.
I've never had to contact Google Tag Manager's support, but the good thing about Google products is that they are widely used and supported. I would not be concerned that a problem I encountered was unique to me - there are enough other users that it would be easy to find solutions and support by searching the web.
Wes Finley | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Review Source
Updating the website to include numerous tracking codes from Google, FB, Hubspot, Linkedin and others can be difficult. It is much easier for us to add a single Google Tag Manager code snippet to the site and modify or add tags within the tag manager interface. This allows us to make changes with a lower risk of breaking the site.
  • Reduce risk of site failure
  • Allow marketers to update tags without making code changes to site
  • Create and track unique site conversion events
  • The UI is a bit confusing if you are less technical
  • [Google] Tag Manager could be better integrated with other Google services like Google Analytics.
  • Still not sure how effective tag manager is on mobile following IOS14 uodates.
Any time we need to add or update a site tracking tag we use tag manager. I can easily add other admin to tag manager and review historical changes to make sure no one breaks things. If you use many tracking tags then I would highly recommend tag manager, but if you only have 1 or 2 tags or it is very easy for you to make site code changes tag manager may not be necessary.
I have never used Google Tag Manager support.
Score 7 out of 10
Vetted Review
Verified User
Review Source
Google Tag Manager was implemented by our public affairs department. However, the statistics that come along with using the tracking code are shared with any department that requests them. Google Tag Manager addresses the problems that come along with determining if your marketing efforts are successful or not. The way we use GTM allows us to verify which items are utilized on our website and if our campaigns are successful.
  • Creation and implementation of campaign-specific tags to track your marketing efforts
  • Integrates with Google Analytics so all of your statistics are in the same place, allowing you to easily pull reports that contain all of the data you need to know
  • Allows you to track website activities outside of Google Analytics, such as pdf views/clicks
  • Google Tag Manager was extremely difficult for me to set up on our website. I think additional documentation of implementation would be helpful
  • Maybe my knowledge of Google Analytics is not as high as I imagined, but setting up GTM within our GA account was a little difficult as well, thus the need for additional consumer-friendly knowledgebase articles or tutorials
  • It would be nice if the tracking code for GTM was already included in GA, so I wouldn't need to work with our website management folks to add another tag. They accidentally removed our GA tag while adding the GTM tag which resulted in lost tracking for us. Frustrating.
Google Tag Manager is well suited for an organization that has at least one dedicated individual to manage the implementation of the tracking code, review statistics, and manage and adjust the marketing tags as needed. It would be less appropriate if someone does not have the time to dedicate to the platform. In that case, they could just use bit.ly links to get a basic overview of how well certain campaigns are performing.
I really feel as though there could be more documentation about setting up Google Tag Manager. I cannot tell you how many hours I spent Googling articles to try to find out why my Google Tag Manager account was not working correctly. Perhaps some sort of Wizard that you could walk through that searches for errors would be helpful.
Quentin Aisbett | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Review Source
Google Tag Manager is brilliant in that it provides marketers and agencies alike be able to implement and deploy immediately without having to hassle or wait for developers to action.
  • Ability for non-developers to deploy tags without requiring developer assistance
  • Utilise event triggers to leverage better insights within Google Analytics
  • In general it could be more user-friendly for those less-technical
Google Tag Manager is well suited when the marketer or marketing team does not work closely with the developers. In this scenario, it means that the marketer can deploy 3rd party tools such as live chat widgets, advertising pixels, and much more themselves in a timely manner. Google Tag Manager may be less relevant in an organization where the marketer is also the developer or has a strong development background, where they can implement the 3rd party tags directly on the site when they need. But even in this instance, there's still great benefit in using Google Tag Manager.
Score 7 out of 10
Vetted Review
Verified User
Review Source
It is mainly used by our Marketing team. Google tag manager is a tool for us to track our marketing activities and applications like social media, videos, website content, etc. We can then analyze the data and improve user experience and our marketing strategies.
  • very easy to start
  • it has clear instructions on their pages
  • analysis and measurements are simple to understand
  • Sometimes it's hard to find a real person to ask questions about the tool
It's good for start-ups or small organizations like us. It's a simple to use tool that won't break your bank! It offers all the basic features your team would need to analyze your marketing activities and improve.
You can find a lot of content explaining how this tool works but if you want to talk to a real person, it's a little difficult to track down.
Score 10 out of 10
Vetted Review
Verified User
Review Source
Google Tag Manager (GTM) is the backbone of our website tracking at our company. It is used by both our Analytics and Web Development departments to create a structured, versionable environment for web pages, events, and pixel tracking. GTM solves many issues that allow non-developers to be able to add code to a website all without needing to add code. For instance, if you need to install a heatmap, GTM has built-in tags that allow you to simply put your tracking ID and you're good to go. It's a fantastic, free tool that I cannot recommend enough for any analyst to have in their repertoire.
  • Event Tracking
  • Web Tracking
  • Pixel Tracking
  • Custom Events
  • Platform Integration
  • Cost (Free)
  • Tutorials are sparse from Google. No official course.
  • GTM is manually tracked. No automated click to track function.
  • Integration quality varies depending on the application.
GTM is well suited for any company that wants to collect data into Google Analytics for an affordable price (free). It is fairly easy to learn but you will need to dedicate time to letting someone train with it, which can take significant time if no one has prior experience. If your team does not have the bandwidth to give this to someone to learn, GTM will be far less effective and you should consider paid alternatives.
GTM does not provide support. This is one of GTM's biggest issues but it's due to the level of customization for each website. If your team thinks they would heavily rely on the need for a support staff it is probably better to invest in a paid service with a team that can support your needs.
Tsahi Tal | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Review Source
We use it in various ways.
For marketing use, we implement advertising pixels from the main platforms - Facebook, Google, LinkedIn, outbrain and more.
We use it to implement screen recording solutions A/B testing solutions and much more. Basically, anything that requires light code integration which we can do with Google Tag Manager without touching the website's code.
  • Quick implementation of code without touching the site
  • Easy goal implementation with custom triggers
  • Quick and easy publishing in a click of a button
  • Testing integrations could be easier
  • Simplifying the custom trigger implementation would help less technical users
  • Would be good if it had better explanation on new platform integrations
As mentioned before, this is the go to tool for any marketer out there.
Best for quick pixel and triggers integrations, easy to use for remarketing platform implementations and much more.

The platform can improve by making easy-to-understand custom trigger implementations for less tech-savvy users.

Definitely, the first thing I implement on a site before starting any setup phase.
I never had to use their support
Travis Brown | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Review Source
As a web developer, we have utilized Google Tag Manager on multiple website projects. Rather than just doing the bare minimum (Google Analytics), Google Tag Manager allows you to go beyond just page tracking, to get a more in-depth view of how users are interacting with your site. Things, such as interactions on a page, become tracked and your data is taken to the next level.
  • Tracking beyond page-views.
  • Good for non-developers to implement.
  • Provides greater analytic opportunities.
  • Great test capability.
  • Like anything, it definitely takes some experience to be comfortable.
  • Not a lot of Google tutorials that are on target (plenty of non-Google content).
If you aren't using Google Tag Manager when you are creating a site and implementing analytics, you are doing yourself a disservice. This is a free tool that I believe is not used more, because either people don't know or they are too intimidated by the startup. However, when you push through, you see how valuable this tool becomes and how much more it opens up your data for analysis.
Score 9 out of 10
Vetted Review
Verified User
Review Source
We are a consultancy and as such, have advised and helped several clients implement and properly use Google Tag Manager to simplify their digital analytics solutions into one streamlined platform. Most of our clients have multiple analytics tools and third-party vendors that all require tracking of identical information to properly function. Google Tag Manager simplifies this by reducing the number of calls made on each web page. For example, if you have 10 different tools that need to track similar information, you now can reduce it to 1.
  • Easy to acquire and implement.
  • User-friendly interface and an adequate amount of self-help information available online.
  • Can't ignore it's free. Makes it easy to test and try before going out and purchasing a more costly solution.
  • Since it is free, there is little to no personalized support from Google.
  • While it's getting better, the number of pre-configured solutions for third-party vendors is still limited compared to the top paid solutions.
Great first tag management solution, also great for smaller organizations and those with limited budget.
Score 10 out of 10
Vetted Review
Verified User
Review Source
Google Tag Manager is a MUST HAVE tool for any website! It allows us to add and manage various pixels/tracking codes (From Google Analytics to Facebook and LindedIn) from one place, with a super straightforward UI.

Also, it keeps logs of all the changes to different containers, which is a very helpful thing when it comes to collaboration between different people/departments
  • great UI/UX
  • easy learning curve
  • manage all tracking assets from one place
  • can't think of any, really. Super easy to use
It is a great tool if a company ever needs to manage multiple tracking codes from one place. Plus, it has a lot of flexibility in writing the rules for "firing" each particular tag, which is a super nice feature for a more granular control, especially when dealing with remarketing campaigns.
Never had to deal with their support, because the product is so easy to use + has great documentation
Score 9 out of 10
Vetted Review
Verified User
Review Source
The problem was that we wanted to track specific button clicks that users made on our website which was not naturally picked up by Google Analytics. We did not want to change the code on the website. We decided to use Google Tags to implement this tracking. Now we can successfully track our conversions as it is reported in Google Analytics.
  • Easy interface. The work environment where you set up tags is intuitive to me as it is arranged logically. Very easy for someone that has a programming background to understand the flow.
  • Useful testing feature. After you have created your tags, you can open your website and start clicking around. The tag manager has a testing screen that comes up and you can see live which tags are getting fired.
  • Step by step tutorial/guide for those new to the environment. I know I had to Google a bit and used someone else's blog to figure out how to set up some of the Facebook tags.
When you want to track certain events happening on your website that is not being captured by Google Analytics already, then Tag Manager is the answer. Especially if you do not want to edit your website code. We use Shopify to host our website and did not have the capacity to hire a code developer, so it was a very good solution.
February 26, 2020

Quick and Easy Tags

Score 10 out of 10
Vetted Review
Verified User
Review Source
Google Tag Manager is used in the SEM department at my company for an easy way to track CDRS and revenue. My company builds and tracks websites for hotels and with Google Tag Manager we are able to implement a tag on their booking engine to see if a visitor has not only gone to that page but if they booked a room.
  • Shows us CDRS for our websites so we can report back to our clients on how well they're doing.
  • Shows us the revenue we got from the visitor.
  • Sometimes you have to play around with the code for it to work.
  • I've had it not be compatible with websites and not even firing.
If you or a client are wondering how well your website is performing and how much revenue you're getting from visitors on your website then Google Tag Manager is a great product for you. This is a quick and easy way to track revenue and CDRS. The only reason a person wouldn't be able to use this is if they didn't have access to the back end of a website to implement the code.
Dave Becker | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Review Source
We use Google Tag Manager to enable the use of tracking pixels from various sources on our website. Our website was developed and coded by an agency, so Google Tag Manager allows us to integrate these codes without having to edit or modify the coding of the site. We can then track user behavior concerning our business.
  • Google Tag Manager allows you to see the source of incoming traffic to your site and track their behavior (make purchases, abandon carts, etc.)
  • We can implement Google Tag Manager in-house, so we don't need to pay our developer to make changes or edit code for us, saving us money.
  • Google Tag Manager is easier to use than coding a website, but you still need to have some technical knowledge.
  • As someone with fundamental coding knowledge, if you set up a tag incorrectly, it can take a long time to figure out why the tag isn't working properly.
If you have the time to learn what Google Tag Manager can do, and know some technical coding info or are willing to learn, it is a great solution to implement tracking pixels. If that doesn't sound like you or if you have tried in the past and can't get it, you might want to hire someone to manage it for you.
Score 10 out of 10
Vetted Review
Verified User
Review Source
Google Tag manager is used to manage all tags implemented on our multiple websites and apps. It allows for one piece of code to be embedded by the devs in sites and apps, and then other users can manage, monitor and implement tags allowing for integrations with a host of others applications and platforms. It should be a foundational part of any website or app implementation.
  • Tag, triggering and event handling for 3rd party apps on your site
  • One platform to manage all applications with tags on your site and apps
  • Sometimes it requires some research to know how to handle a particular use-case
  • Event handling and different scenarios can sometimes be difficult to understand
Google Tag Manager (GTM) is essential for any business with websites or apps. It is one source to handle deployment, monitoring and troubleshooting of having 3rd party platforms collecting data or interacting with your website. For example, Google Analytics, Adwords, Facebook Pixel integration, LinkedIn integration, Hotjar, and the list goes on and on.
Alec Dibble | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Review Source
Google Tag Manger is used across the public-facing web properties to manage web tagging/pixel placement in production and staging. It allows you to dynamically install tags and disable them without having to push new code. It has a lot of customizability but some of it still needs coding integrations and pre-planning to work smoothly. With proper setup and training, a non-coder, like someone on a marketing team, should be able to add new website tags themselves using Google Tag Manager.
  • Google Tag Manager makes it really easy to view and manage all of your third-party marketing tags/pixels in one place.
  • Google Tag Manager allows non-coders to easily implement new marketing and ad tracking services that rely on web pixels or trackers.
  • It does a poor job of letting you create separate staging/dev environments. It requires a lot of setup and could be much smoother and integrated into the experience.
  • Even with the debugger, it can be really tough to see values that have been passed from your backend into the scripts.
I think Google Tag Manager is a good fit for any company that utilizes several marketing, ad and/or analytic services. Once it is set up correctly, it minimizes the engineering effort to do pixel/tag implementation. It also is much easier to audit tags in Google Tag Manager vs spread out across a codebase.
Nathan Cavicchi | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Review Source
Google Tag Manager is used at the most basic level to keep all of our pixels and firing actions in one place along with allowing us to control when and how they fire on a page. We use this repo as a great place for pixel audits to keep page load speed as fast as we can. Recently we have started using Google Tag Manager for click tracking on Google Analytics goals.
  • Version control of pixels
  • Easy to use
  • Help text
  • Visual representation of firing
Small to large--if you have a web property, using Google Tag Manager will speed up your process. Even if you just have Google Analytics firing, you will need to add more later. Also, if you just have Google Analytics, you can more easily customize it and deploy quickly.
Wadie Aroua | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Review Source
Essentially we use Google Tag Manager to get better data in Google Analytics. We have over 100 sites for different purposes. So, Google Tag Manager helps us in tracking purchase events, how much time users spend, on which product pages, how many downloads per day, etc. With GTM we get more benefit from Google Analytics.
  • Free
  • Codeless
  • It 's too complicated for beginners.
For a marketer like me, it's a magic tool that gives me all the data I need to make decisions and get better results. I don't need a developer--I do everything myself. All I have to do is insert snippets of code. Of course, I have to define events, variables, and tags
Tomer Nuni | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Review Source
We are using Google Tag Manager throughout all of our customers' websites for tracking, analytics, and various integrations of other tracking technologies (such as Facebook for example).
  • Tracks Performance
  • Tracks Conversions
  • Onboarding process is a bit tricky.
  • Google should release an official WordPress plugin for integration.
It's a must in every website (even a simple landing page).
Score 8 out of 10
Vetted Review
Verified User
Review Source
Google Tag Manager (GTM) is used as the preferred tag management system that our company recommends like to use. It allows us to place and customize variables, triggers for clients to help manage marketing performance and analytics. A high level overview of how all three of these live within GTM are as follows: Tags are snippets of Javascript or tracking pixels; Triggers tell GTM when or how to fire a tag; Variables are additional information GTM may need for the tag and trigger to work.

A huge benefit of using GTM is that it's a Google product so implementation of GCM (Google Campaign Manager) and GA (Google Analytics) makes it a seamless process.
  • GTM allows you to customize the data that feeds direct to Google Analytics.
  • Houses all 3p code in one place, rather than having to hard code data directly on the site.
  • GTM has a preview and debug feature which allows you to see what's implementing properly and makes for a much easier QA.
  • Although GTM is a Google product, it still works with non-Google product suite.
  • Although you don't have to be a web developer to use GTM, it still requires some training and expertise. It's not necessarily a platform you can pick up instantly however there are many resources and training guides online to help you along the way.
  • Implementing GTM across a site is the process that requires some web developer expertise.
GTM is well suited for companies that are running paid media. This allows each channel or partner to have the same key performance indicators that can be found on the site. This is especially relevant to advertisers running SEO and Display media as those pixels can be directly implemented within the GTM.
November 07, 2019

Google Tag Manager Review

Score 8 out of 10
Vetted Review
Verified User
Review Source
As a digital strategist at a web company, one of my many roles is ensuring the websites we manage have strong conversion points. One way I am able to help manage this is through using Google Tag Manager to set up unique triggers and tags that provide analytics for how users are interacting with the website.
  • Google Tag Manager integrates with other Google reporting platforms well such as Google Analytics.
  • The platform offers an incredibly wide variety of things to track.
  • Google Tag Manager offers little guidance within the tool. I often have to refer to outside guides or walk-throughs each time I set up a new feature.
  • There is a steep learning curve.
  • Difficult to test and manage if you have to rely on another webmaster or third-party to implement any code changes.
As cumbersome as Tag Manager can be at times, it's really a great tool for tracking specific items on a website. If any of your KPIs have to do with web performance, this tool is a must in order to point to success and measure results well. It takes a bit of getting used to but it's extremely helpful to see how users are interacting with the site.
Score 9 out of 10
Vetted Review
Verified User
Review Source
We manage a portfolio of 50+ independent websites and utilize Google Analytics (GA) as our primary web analytics tool. Due to the large number of sites and already being a GA user, we decided to implement Google Tag Manager as our tag management solution so that we could better integrate with GA and have a free tag management solution that wouldn't cripple us financially.
Google Tag Manager solves our needs of managing marketing tags and reducing IT needs around deployments for tracking snippets, and it's free!
  • Google Tag Manager integrates with other Google tools (Analytics, Ads) very easily.
  • Google Tag Manager meets the standard requirements of tag management software, and while it isn't the most feature-rich option out there, it really does get the job done!
  • Google Tag Manager is great for less sophisticated tagging/rules, such as for websites that are smaller and less complex (which most of ours are).
  • Google Tag Manager doesn't offer a very streamlined interface for organizing and categorizing tags.
  • It can be difficult (or inefficient) when managing many sites in the same Google Tag Manager account, since it isn't easy to copy tags to other accounts.
  • Google Tag Manager isn't as full-featured or robust as other tag management software, so I'd be somewhat concerned using it for more complex tagging and management.
Google Tag Manager is a great tool for marketing and analytics teams, which empowers them to implement and manage a wide variety of tracking scripts. It also removes the need for IT support for deployments (as any tag management software should help do).
Google Tag Manager is great for basic and moderate level tagging, but I would caution against using for more complex tagging, and would consider looking at a paid provider instead.
Meredith Walter | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
Review Source
Google Tag Manager is used by our company for Data Layer activity management, marketing pixel management/placement, and other pixel or event activities.
  • GTM has fantastic governance for users with even an approval option
  • GTM is extremely user friend with fantastic UX that is easy to pick up on
  • GTM is extremely easy to "install" and use
  • GTM works fantastic with GA
  • I'd love to see more ways to keep the container "clean" - i.e. a way to see which pixels haven't fired recently or maybe the date the last time a pixel fired.
  • Easier way to view tags in the container - maybe a filter button on tag type?
  • Easier account organization, where if needed, we could move one container from one account to another.
I think GTM is well suited for anyone using Google Analytics. That goes for large corporations all the way to small businesses. It's a fantastic tool to easily place/remove marketing pixels, create GA events, etc.
Score 9 out of 10
Vetted Review
Verified User
Review Source
We use Google Tag Manager to track everything from floodlight tags, events, exclusions and so on. I regularly review our site content to look for opportunities to add additional tags for improved reporting to our search, marketing, and social teams. When requested by those team I'll add tagging to new content sections or existing sections that are lacking the tracking they want to help answer business questions and enhance user experience.
  • Ease of use!
  • No need to involve IT so we can add and update tags in a timely fashion.
  • Since it's part of the Google Suite, it's very reliable.
  • It can be used for variety of tagging options.
  • The learning curve for beginners can be steep.
  • Anyone with access to your GTM account can make changes so you have to be diligent about who has access and the type of access they have.
  • It helps to have an understanding of the data layer and what it represents to better understand how you use GTM.
Google Tag Manager basically takes all the tags that are normally put within the page source and pools them all in one central place and then deploys them according to rules. Think of Google Tag Manager (GTM) as a taxi dispatcher; where the taxi(es) are the tags and the destinations are the various platforms. So as a user’s request goes in, GTM sends the taxi(es) to the various destinations (platforms) including Google Analytics, AdWords, Linkedin, or even other third-party tags. GTM (Taxi Dispatcher) knows where the destinations (Platforms) are and has all the info it needs to get each taxi (tag) to fire and what driver to send to that location (Platform).