A must use tool for every website or App
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 …
Overview
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…
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Popular Features
- Event tracking (61)9.999%
- Rules-driven tag execution (58)8.383%
- Tag library (59)7.878%
- Ease of writing custom tags (63)7.575%
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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,…
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What is Falcon?
Falcon is a web analytics tag auditing tool which gives insights on missing and incorrectly configured analytic tags, marketing pixels, and tag management tools on a website. It supports monitoring a critical path for future discrepancy and alerts in case of any errors caused due to changes. Falcon…
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Codeless Insight Tags Using Google Tag Manager
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Track Add to Cart in Google Tag Manager
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What is Google Tag Manager?
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Google Tag Manager Technical Details
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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 9.9.
The most common users of Google Tag Manager are from Small Businesses (1-50 employees).
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Reviews
(1-25 of 37)Companies can't remove reviews or game the system. Here's why
June 27, 2022
A must use tool for every website or App
Score 10 out of 10
Vetted Review
Verified User
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
November 01, 2021
The Leading Tag Management App
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
October 29, 2021
Using Google Tag Manager to simplify tracking code management
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.
October 26, 2021
Google Tag Manager - Not as Easy as I Thought 😬
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.
October 06, 2021
Wouldn't Want To Live Without It
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
September 28, 2021
An easy to use tool for small busineses
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
September 28, 2021
GTM: Best in Service for Free
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.
September 16, 2021
Google Tag Manager - Your Codeless Integrations Goto Tool
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.
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
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
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
March 14, 2020
Google Tag Manager lets you track custom events on your website without having to change your website code.
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.
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
December 20, 2019
GTM is the standard for a reason
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
December 17, 2019
Reasons You Should Use Google Tag Manager
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.
November 17, 2019
Google Tag Manager (GTM) Review
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.
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.
July 18, 2019
Fantastic tool all GA users should use!
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.
June 27, 2019
Google Tag Manager Sets You Free from IT!
Score 9 out of 10
Vetted Review
Verified User
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 is used by our Marketing team in order to easily implement event tracking and to serve advertising pixels on our website.
- Event tracking. Google Tag Manager makes setting up Google Analytics events much easier than before.
- Serving third-party tracking scripts. Just upload to GTM and it's on your website.
- Easily able to revert to previous versions if new configurations are causing issues.
- GTM needs a guide to implementing GA Event Tracking.
- Sometimes when Google Analytics script is served through GTM, ecommerce doesn't track correctly.
Add tags without a dev team! What a dream for small e-commerce teams. Though this is a very powerful tool, which can sometimes be dangerous, I love that Google has an easy way for Analytics users to tag their sites. Though some technical knowledge is required (knowing what the DOM is, about what the data layer is, and how triggers, tags & variables work together), this is a very easy, straight-forward interface for tag implementation.
- Tags custom events with ease, tracking clicks and form submissions.
- VERSIONING! Yes, thank you very much! The ability to revert if something breaks once pushed to prod.
- Collaboration between teams, and adding users and permissions, is easy.
- The debugger tool could be improved.
- Bring back the classes/certification! Google removed this from the academy last year.
- More hand-holding for custom variables and tracking. I've hit a few roadblocks since I don't know Javascript.
November 08, 2018
GTM - Get free of the release schedule
We use Google Tag Manager for Google Analytics implementation across all our domains. We aim to have all third party scripts, that do not need to be implemented in the source, added through GTM Custom HTML tag. Adding scripts through the Custom HTML tag is easy - you can publish any additions, changes or removals out of regular release cycle. Another big use-case for our company is Enhanced Ecommerce implementation, which is done 100% via GTM.
- User roles - users can tinker around, but live publish requires admin approval
- Version history - If users fill out the easy to use log when publishing, then version history is easy to understand and explanatory
- Reverting changes - Easy to see the actual changes made, when the version was published and by who. Just two clicks to revert to an older version
- Preview mode - very helpful debug mode that works on the live webpage
- Custom HTML tags could be easier to use for not so code-savvy users. Error messages are sometimes hard to understand.
- Integration with SPA's
November 06, 2018
GTM saves time and simplifies advanced analytics
Google Tag Manager (GTM) is being used by our marketing team to better track customers through Google Analytics (GA) primarily and is only used by our marketing team. The integration between the two is absolutely crucial for any digital marketing team to understand and utilize. Without the use of GTM, it's incredibly difficult to do any advanced GA goal and event tracking. Due to its versatility, we're able to accurately report on our user behavior through GA in ways that we were never able to before. This allows us to better A/B test landing pages and improve our website experience for our customers.
- Flexibility is critical. Being able to easily trigger actions on our website through Tag Manager saves me time in development and stress in the deployment of these tags. Not having to write a line of code and having the ability to trigger events on specific button clicks or scroll depth is nice, but being able to trigger events anywhere you can run a JavaScript function is incredible.
- Ease of use. It's great to be able to safely give other members of our digital marketing team access to GTM and trust that they can successfully navigate the platform, understand what active tags are doing, and create new tags.
- Testing and debugging. I'll also list this as a con for one small reason, but in large it's simple to test and see which tags are firing on specific page views, on button clicks, etc. Additionally, you can see every action that GTM tracks (and in turn create new tags based on those).
- In the debugger, it can sometimes be a frustrating interface. The drawer from the bottom of the screen is large and can be frustrating to navigate. While it gives you all of the information you need and after some time you get accustomed to the organization of it, it would be nice to have a more fluid interface to debug and read the output of GTM
- GA custom events have become more complicated with GTM. Once you understand the data layer, it is incredibly powerful, but not being able to use a simple GA Send command to push a custom event into your Analytics account is a bummer.
We use Tag Manager in the marketing department, but we do it in conjunction with the technology department.
GTM makes it extremely easy to add code to the site, which can be extremely useful if you want to add a tracker, snippet or something related to a marketing, tracking, analytics or similar software (Adwords, Facebook Ads, Email marketing, Hotjar, Analytics, etc.)
Before GTM you had to add the code yourself to the site, which (1) can be very slow depending on your org bureaucracy or technology department and (2) can be way more inefficient that doing it with GTM, because it optimizes the code to keep it smaller.
This way you can be very agile from a marketing perspective without wasting time on technical issues.
GTM makes it extremely easy to add code to the site, which can be extremely useful if you want to add a tracker, snippet or something related to a marketing, tracking, analytics or similar software (Adwords, Facebook Ads, Email marketing, Hotjar, Analytics, etc.)
Before GTM you had to add the code yourself to the site, which (1) can be very slow depending on your org bureaucracy or technology department and (2) can be way more inefficient that doing it with GTM, because it optimizes the code to keep it smaller.
This way you can be very agile from a marketing perspective without wasting time on technical issues.
- Selecting elements on a site [object, class, cookie, etc] (to later fire an event, send some data, etc) is very easy with triggers. Want to add an event when someone clicks on a button? Super easy. It was many many DOM selectors and you can even add custom functions if you need to do something more specific
- In general, firing events in different circumstances is very easy mixing triggers and tags. You can track almost any element of the DOM and do whatever you want with it.
- Testing is a great functionality. Only you can see what's on the site and you can debug it easily by seeing which events or tags were triggered and all the DOM elements involved (and why they matched the trigger).
- Working in environments (staging, production) and versioning is easy to do, deploying changes in 2 clicks.
- For someone who's just starting, it can be overwhelming to understand how it works. Onboarding is not easy and even thought it has improved a lot since it started, still has a way to go so you can actually understand what's going on.
- Documentation is very poor and generally you are on your own if it doesn't work right. Try searching for GTM gurus like Simo Ahava or ask forums, but general use cases or more docs don't exist.
- Debugging is a bit hard. Even thought you have the test functionality (which is useful) in some cases when you reload the page or the action takes you to another page (form submit, redirect, etc) it can be hard to debug.
September 27, 2018
Fast, Lightweight, a Great Entry to Tag Management
GTM makes creating scalable, repeatable analytics setups much easier for franchises. It's also great for marketers who want to be more nimble and not be locked behind IT or engineering to get new systems or optimizations deployed. We keep a standard implementation for those just getting started using GTM with easily swappable variables, and then layer on additional tracking / prompts / software tags as needed.
- Need to track onsite events? Build a single listener or trigger, and apply that trigger to countless different applications. A user form fill can trigger an AdWords and Facebook conversion, tag a Hotjar recording, signal deployment of a pop-up or just about anything else javascript-driven.
- GTM is basically coding light. For non-developers who might be terrified of GitHub, it makes features like version control, forking/branches and draft / deploy mode approachable.
- There are several good integrations, but there can always be more. Native tracking for call tracking solutions, analytics providers, non-Google advertisers would be top of my list.
- Documentation is just dreadful. Luckily there are some awesome folks out there doing crowdsourced tutorials (shout out to Simo Ahava) but by and large the Google Tag Manager instructions are worth what you pay for them.
Google Tag Manager is being used to track website behavior and simplify the deployment process for website javascript, event tracking, and essential third-party integrations. It solves the business problem of needing engineers to assist in website development, marketing analytics, and other business side projects necessary to understanding how our customers, leads, and visitors interact with our various web-based applications and websites.
- Super easy implementation
- Great guides and documentation available
- Awesome tool that helps marketers acquire more technical skills
- Potentially dangerous tool to give access to non-technical marketers
- Educational resources could be more specifics
- WordPress implementation could be easier
We use Google Tag Manager within our business unit to streamline our analytics implementation across multiple websites and environments (staging and production) and to track conversions and user engagement. We were previously using standard Google Analytics to do this tracking but were looking for Tag Manager to be able to more easily make adjustments without having to access/customize site code. GTM is being used by at least one other business unit in our organization, but we have separate implementations.
- Flexibility. We can create one analytics tag that can apply to multiple sites with a single click. This saves a lot of time when we want to make a minor tweak that applies to, say, our marketing website and our application site.
- Testing. It's very simple to preview whether a tag has been implemented properly - just visit a page, and you can easily see whether the right tags are firing using the Debug tool. I use this regularly to flag potential issues.
- Integrations. The ability to add things like Adwords and Facebook Pixel directly to sites using GTM is nice - it enables us to have a single place to store that information rather than having multiple versions of code floating around, which we might forget to update if something changes.
- Ease of creation. The templated system for creating variables, triggers, and tags makes the setup process fairly simple (even if there is a learning curve).
- While it's nice to be able to create one tag and apply it across multiple sites or page types, sometimes it's almost too easy to do that. I've run into some situations where we were tracking pageviews in multiple properties mistakenly because the tag was too broadly applied. This is something I'd like to be able to flag more easily. In order to get the kind of granularity we require, it can be necessary to create multiple versions of the same tag, applied to different environments, which creates the possibility for error if our naming structure is not consistent.
- Messaging is not always clear. Occasionally we'll see a message saying that a bunch of changes has been made (for example when publishing a new version), but it's not immediately clear what those changes are. It would be nice to be able to see a detailed rundown of version changes at any given time, and what pages are affected by those changes.
February 28, 2018
Tag, You're It! Get Google Tag Manager for Your Business.
We use it to add tags so we are better able to track conversions, analytics, remarketing, among others, in a quick and easy manner that does not require extensive coding knowledge or ability. We have been using Google Tag Manager for over two years and, once it's set up, it provides a wealth of data and information that helps drive digital marketing decisions.
- It is excellent for tagging and tracking website behavior. Buttons, forms, calculators, PDF downloads, and just about every "event" on our website can be tagged.
- We have also seen our page load time speed up with the addition of Google Tag Manager, but I am not sure if Google promotes this as a benefit.
- We can change our Google tags, and the way they work, without having to alter the source code of our site, which is a tremendous benefit.
- In the beginning, Google Tag Manager can seem overwhelming and difficult to learn. It takes a lot of time to gain knowledge of Google Tag Manager. However, once you learn it, you will be off and running in no time.
- The Google Tag Manager preview, testing and debugging screens are on separate pages, and you will need to go to each one to see the results. If you have lots of tags, this can be time consuming.
- When naming a new Google Tag or trigger, you need to remember to name it properly, otherwise you run the risk of error and/or deletion of a live Google Tag. It would be great if an alert appeared that lets you know you are making a Tag with a name that has already been used on your website.