Google Tag Manager Tracking: Everything You Need to …

Have you ever wondered how websites track user actions and collect data? What if there was a way to manage all those tracking codes without modifying website code? Meet Google Tag Manager, the tag management system that revolutionizes digital marketing tracking.

In this article, we will explore the power of Google Tag Manager and how it simplifies website tracking. Whether you’re a marketer or a website owner, understanding the role of tracking code and tag management is essential for effective digital marketing.

What Is Google Tag Manager?

Google Tag Manager (GTM) is a powerful tool that simplifies the process of installing, storing, and managing marketing tags on your website. With GTM, you no longer need to make alterations to your website code every time you want to add or update a marketing tag.

Marketing tags are snippets of code that are used to track user actions and collect valuable data. They provide essential insights into user behavior, allowing you to make informed decisions to optimize your website and marketing strategies. Most commonly, marketing tags are used in conjunction with platforms like Google Analytics to monitor website traffic and engagement.

Imagine a scenario where you want to track how users interact with a specific button on your website. In the past, you would need to modify the website’s code to add the necessary tracking code. But with Google Tag Manager, you can easily add the marketing tag for that button without touching a single line of code.

GTM acts as a centralized tag management system, providing a user-friendly interface for marketers to manage and deploy these tags. It eliminates the dependence on developers to make code changes, granting marketers more autonomy and flexibility over their tracking and analytics efforts.

An example of a widely used marketing tag is the Google Analytics tag. By implementing this tag through GTM, you gain access to comprehensive website data, such as page views, bounce rates, and conversions, without the need for manual coding. GTM also offers seamless integration with other marketing tools and platforms, providing a unified environment for managing all your marketing tags efficiently.

With Google Tag Manager, you can unleash the full potential of tracking and analytics by simplifying the installation, storage, and management of marketing tags. Say goodbye to the hassle of modifying website code and embrace GTM’s user-friendly interface to revolutionize your digital marketing efforts.

What Is Google Tag Manager Used For?

Google Tag Manager (GTM) is a powerful tool that enables you to manage and deploy marketing tags on your website without the need for code modifications. But what exactly is GTM used for and how can it benefit your digital marketing efforts? Let’s explore the key functionalities and advantages.

Simplifying Tag Management

One of the primary uses of Google Tag Manager is to simplify the management of marketing tags on your website. Instead of manually inserting code snippets into your website’s codebase, GTM provides a user-friendly interface that allows you to add, modify, and deploy tags easily.

Integration with Other Marketing Tools

Google Tag Manager seamlessly integrates with various marketing tools and platforms, making it a central hub for your marketing operations. You can connect GTM with tools like Google Analytics, Google Ads, Facebook Pixel, and CRM platforms, allowing you to track user behavior and gather valuable data across multiple channels.

Tracking User Behavior

With Google Tag Manager, you can gain deep insights into your website visitors’ behavior by tracking various events and actions. For example, you can track link clicks, form submissions, and conversions, enabling you to understand how users interact with your website and optimize your marketing strategies accordingly.

Improved Efficiency and Accuracy

By utilizing Google Tag Manager, you can streamline your marketing operations and improve efficiency. Instead of relying on developers to implement and manage tags, you can handle these tasks independently, saving time and reducing the risk of errors or delays.

Enhanced Testing and Optimization

GTM offers a range of testing and debugging features, allowing you to preview changes before pushing them live. This enables you to test different tag configurations, ensure accurate data collection, and optimize your tracking setup for better performance.

To summarize, Google Tag Manager is a versatile tool that simplifies tag management, integrates with other marketing tools, and provides valuable insights into user behavior. By leveraging GTM, marketers can enhance their tracking capabilities, streamline operations, and drive data-driven marketing decisions.

Benefits of Google Tag Manager
1. Streamlines tag management
2. Enables integration with various marketing tools
3. Tracks user behavior and events
4. Improves efficiency and accuracy
5. Provides testing and optimization capabilities

Benefits of Google Tag Manager

Google Tag Manager (GTM) provides numerous benefits that empower marketers to take control of their website tracking and analytics. With GTM, you can:

  • Reduce reliance on developers: With GTM, marketers can add and manage marketing tags without relying on developers, saving time and resources.
  • Test and debug changes: GTM allows you to test and debug changes before deploying them live, minimizing errors and ensuring accurate tracking.
  • Control user permissions: GTM offers user permission control, allowing you to grant access to specific team members and restrict sensitive data.
  • Create and log versions: GTM enables you to create different versions of your tags, making it easy to roll back changes and track tag history.
  • Collaborate with workspaces: Workspaces in GTM allow teams to collaborate efficiently by providing separate environments for making changes and testing.

By utilizing these features, GTM simplifies the configuration and management of marketing tags, ensuring a seamless and efficient process for marketers.

Let’s take a closer look at each of these benefits:

Reduced reliance on developers

One of the major advantages of using Google Tag Manager is the reduced dependence on developers when it comes to implementing and managing marketing tags. With GTM, marketers have the freedom to add, modify, and remove tags without requiring assistance from developers. This not only speeds up the tag deployment process but also allows marketers to be agile and responsive in their tracking and analytics efforts. It puts the control in the hands of the marketing team, enabling them to make changes as needed without relying on external resources.

Testing and debugging

GTM provides a built-in testing and debugging feature that allows you to verify and validate your tracking implementations before pushing them live. This ensures that tags are functioning correctly and collecting accurate data. By catching errors and resolving them in the testing phase, you can avoid potential issues and inconsistencies in your tracking data. This feature gives marketers greater confidence in their tracking implementations and helps maintain data accuracy for effective analysis and decision-making.

User permission control

To ensure data security and limit access to sensitive information, GTM offers user permission control. Marketers can assign different levels of access to team members, granting permissions based on specific roles and responsibilities. This level of granular control minimizes the risk of unauthorized access and ensures that only authorized individuals can make changes to tags or access sensitive tracking data. User permission control provides peace of mind and helps maintain data privacy and integrity.


GTM allows you to create and log versions of your tags, making it easy to track changes and roll back to previous versions if necessary. This version control feature provides an audit trail of your tag configurations, helping you keep track of changes made over time. It also simplifies the process of troubleshooting and identifying the cause of any issues that may arise. By maintaining a history of tag versions, GTM offers greater transparency and control over your tracking implementations.


Workspaces in GTM provide separate environments for team collaboration and testing. Instead of making changes directly to the published version, you can create a new workspace to experiment and test changes. This allows multiple team members to work simultaneously without interfering with each other’s changes. Once the changes are validated, they can be easily pushed to the live environment. Workspaces in GTM enhance efficiency, promote collaboration, and minimize the risk of conflict between team members.

By leveraging these benefits, marketers can streamline their tracking and analytics efforts, optimize website performance, and gain valuable insights into user behavior. Google Tag Manager offers a powerful solution for efficient tag management, minimizing reliance on developers, and empowering marketers to take control of their tracking implementations.

Should You Use Google Tag Manager?

If you’re looking for a streamlined solution to manage your tracking and analytics code, Google Tag Manager (GTM) is the answer. GTM offers a range of benefits that make it an ideal choice for marketers and website owners.

Ease of Use

One of the key advantages of using GTM is its user-friendly interface. You don’t need to have extensive coding knowledge or rely on developers to add and manage your marketing tags. The intuitive dashboard of GTM allows you to easily set up and deploy tags without any technical expertise.

Time and Resource Savings

GTM provides significant time and resource savings. With GTM, you can add and modify marketing tags without making changes to the website’s code. This eliminates the need to coordinate with developers, speeding up the process and enabling you to implement changes quickly.

Reduced Errors

By centralizing and managing all your marketing tags in one place, GTM reduces the risk of errors and broken website elements. With GTM, you can easily test and debug your tag configurations before making them live. This ensures that your tracking and analytics codes function correctly, resulting in accurate data collection.

Set Up Correctly

While GTM offers numerous advantages, it’s essential to set it up correctly to maximize its benefits. Take the time to understand GTM’s structure and logic, and ensure that you follow best practices for tag implementation. Once properly set up, GTM will prove to be a valuable tool for your digital marketing efforts.

To give you a clearer understanding, here’s a table summarizing the advantages of using Google Tag Manager:

Ease of Use
Time and Resource Savings
Reduced Errors

As you can see, the benefits of using GTM are numerous. It simplifies the management of tracking and analytics code, saves time and resources, and reduces the likelihood of errors. Once you’ve set up GTM correctly, you’ll wonder how you managed without it.

So, should you use Google Tag Manager? The answer is a resounding yes! Take advantage of GTM’s ease of use, time and resource savings, reduced errors, and set it up correctly to unlock its full potential.

How Does Google Tag Manager Work?

Google Tag Manager (GTM) is a powerful tool that simplifies the management of marketing tags on your website. But how does it actually work? Let’s dive in.

At its core, GTM operates through a JavaScript code snippet that serves as a container for all the tags you want to manage. These tags are snippets of code that track user actions and collect data.

When a user interacts with your website, such as viewing a page or clicking a button, the GTM container detects these interactions. It then checks if the user’s actions match any set triggers.

Triggers are rules that determine when a tag should be fired or executed. They define the conditions under which a tag should be triggered. For example, you can set a trigger to fire when a user reaches a specific URL or clicks on a particular element.

When a trigger is fired, the associated tag is executed. This tag can be a code snippet for Google Analytics, Facebook Pixel, or any other marketing or analytics platform you want to integrate with your website.

Tags in GTM function alongside triggers and variables. Variables provide additional context and allow you to make more precise decisions about when to execute certain code snippets. They can capture dynamic data from your website, such as the value of a form field or the URL of the current page.

Here’s a simplified illustration of how Google Tag Manager works:

  1. Embed the GTM container code snippet on your website. This code loads the GTM container and initializes its functionality.
  2. Create tags for the marketing or analytics platforms you want to deploy, such as Google Analytics.
  3. Set up triggers that define when the tags should be fired, based on user interactions or specific conditions.
  4. Define variables to capture relevant data from your website.
  5. Test your setup to ensure everything is working as intended.
  6. Publish your changes, and the GTM container will start managing and firing the tags based on the defined triggers.

Using GTM saves you from manually inserting and managing code snippets on your website. It provides a centralized platform for tag management, making it easier to deploy and update marketing tags without depending on developers. Plus, it reduces the risk of breaking your website by eliminating the need to modify the website code directly.

Now that you understand how Google Tag Manager works, you can leverage its capabilities to streamline your tag management process and gain valuable insights into user behavior.

Google Tag Manager vs. Google Analytics

When it comes to web analytics and user behavior tracking, Google Tag Manager (GTM) and Google Analytics are two powerful tools that can be used together for comprehensive insights. While they serve different purposes, they complement each other in providing valuable data for optimizing your digital marketing efforts.

GTM functions as a tag management system, allowing you to install and deploy various tracking codes, including Google Analytics, without the need to modify your website’s code. It simplifies the process of managing multiple tags and ensures accurate tracking of user interactions. On the other hand, Google Analytics is a robust analytics platform designed for in-depth analysis, conversion tracking, and generating reports.

One of the significant advantages of using GTM is its seamless integration with Google Analytics 4 (GA4). GA4, the latest version of Google Analytics, offers enhanced tracking capabilities and a more comprehensive set of events to automatically capture and measure user interactions on your website or app.

Here is a comparison between Google Tag Manager and Google Analytics:

Google Tag Manager Google Analytics
Tag management system Analytics and reporting
Easily install and manage tracking codes Advanced analysis and insights
Seamless integration with GA4 Conversion tracking and reporting

By utilizing both GTM and Google Analytics, you can leverage the strengths of both platforms. Use GTM to efficiently install and manage your tracking codes, including Google Analytics, while Google Analytics provides you with comprehensive insights, conversion tracking, and reporting to optimize your marketing strategy.

How to Set Up Google Tag Manager

To set up Google Tag Manager, follow these steps:

  1. Create an Account
  2. Create a Container
  3. Install the Container
  4. Verify Installation

Create an Account

Begin by creating an account on the Google Tag Manager website. Provide the necessary information and agree to the terms of service. Once your account is created, you can proceed to the next step.

Create a Container

After creating an account, you need to create a container. A container acts as a storage space for all your marketing tags. Give your container a descriptive name that reflects your website or business. Choose the appropriate platform for your website, such as web, AMP, Android, or iOS. Once your container is set up, you will be provided with code snippets to install on your website.

Install the Container

To install the container, you will need to add the provided <script> code snippet to the <head> section of your website. This allows the container to load and manage your marketing tags. In addition, you should include the <noscript> snippet after the <body> tag to ensure that tags work even if the user has disabled JavaScript.

Here is an example of how the code snippets should be placed:


// GTM container code snippet


Verify Installation

To verify the installation of Google Tag Manager, use the Google Tag Assistant Chrome extension. This extension will check if the container is installed correctly and functioning as expected. It’s an essential step to ensure that your marketing tags are tracking user actions accurately.

Once you have completed these steps, Google Tag Manager is set up and ready to manage and deploy marketing tags on your website.

Alternatives to Google Tag Manager

While Google Tag Manager is a popular choice for tag management, there are alternative solutions available that cater to different needs and requirements. Here are some noteworthy alternatives to consider:


Tealium is an enterprise-level tag management system that offers advanced features like data governance, audience segmentation, and integration with other marketing tools. It provides robust tag management capabilities along with data privacy and security measures. Tealium enables businesses to collect, organize, and unify customer data efficiently.

Adobe Tag Manager

Adobe Tag Manager is another enterprise-level option that provides comprehensive tag management features. It allows marketers to deploy and manage various tags across multiple platforms and channels, including websites and mobile apps. With Adobe Tag Manager, you can streamline your tag deployment process and gain valuable insights into user behavior through effective data tracking and analysis.


Segment is a customer data platform (CDP) that helps businesses collect, unify, and manage customer data from various sources. It offers a unified API that simplifies data collection and integration with other marketing tools and platforms. Segment allows you to create detailed customer profiles and leverage data-driven insights to improve your marketing strategies and personalize customer experiences.


Voluum is a powerful cloud-based ad tracking platform designed specifically for tracking and managing advertising campaigns. It provides comprehensive features for tracking, optimizing, and analyzing ad performance across multiple channels and devices. With Voluum, you can monitor campaign metrics, track conversions, and make data-driven decisions to maximize your advertising ROI.

Each alternative offers unique features and capabilities, so it’s essential to evaluate your specific requirements and goals before choosing the right tag management system for your business.

Tag Management System Key Features
Tealium Data governance, audience segmentation, integration with other marketing tools
Adobe Tag Manager Comprehensive tag management, data tracking, and analysis
Segment Customer data collection and unification, integration with marketing tools
Voluum Ad tracking, campaign optimization, performance analysis

Consider the specific needs of your business and the features offered by each alternative to make an informed decision. Implementing an appropriate tag management system can streamline your marketing efforts, enhance data tracking accuracy, and ultimately optimize your digital campaigns.

Google Tag Manager and Google Analytics 4

When it comes to advanced tracking capabilities and event tracking, Google Tag Manager (GTM) and Google Analytics 4 (GA4) are a dynamic duo you don’t want to miss. By installing the Google Tag along with tag migration, you can leverage the power of GA4 with the flexibility and ease of use provided by GTM.

GA4 introduces separate tags for events, allowing you to track specific user actions and behaviors on your website. With GTM, you can efficiently manage GA4 events, ensuring accurate data collection and analysis. Additionally, GTM enables you to pass gclid data and seamlessly integrate other tracking or analytical solutions into your GA4 setup.

If you’re using Universal Analytics and considering the switch to GA4, it’s important to familiarize yourself with Google’s guide on tag migration. This resource will help you smoothly transition your existing setup to GA4, ensuring minimal disruption to your tracking and reporting processes.

In summary, Google Tag Manager combined with Google Analytics 4 offers a powerful solution for event tracking and data analysis. By leveraging GTM’s tag management capabilities and integrating it with GA4’s advanced tracking features, you can gain in-depth insights into user behavior on your website. So, make the most of this dynamic duo and unlock the full potential of your analytics strategy.


What is Google Tag Manager?

Google Tag Manager (GTM) is a free tool that allows you to install, store, and manage marketing tags without modifying website code.

What is Google Tag Manager used for?

Google Tag Manager is used for managing and deploying marketing tags on a website without modifying the code. It enables easy integration with other marketing tools and platforms.

What are the benefits of using Google Tag Manager?

Google Tag Manager offers several benefits, including reduced reliance on developers, testing and debugging capabilities, user permission control, and enabling multiple workspaces for team collaboration.

Should I use Google Tag Manager?

Yes, using Google Tag Manager simplifies tracking and analytics code management, saving time and resources while reducing the risk of errors.

How does Google Tag Manager work?

Google Tag Manager works by using a JavaScript code snippet as a container for all the tags you want to manage. It detects user interactions and executes tags based on triggers and variables.

What is the difference between Google Tag Manager and Google Analytics?

Google Tag Manager is a tag management system used to install and deploy Google Analytics and other tracking codes, while Google Analytics is used for analytics, conversion tracking, and reporting.

How do I set up Google Tag Manager?

To set up Google Tag Manager, you need to create an account, create a container, and install the container on your website by adding the provided code snippets.

Are there alternatives to Google Tag Manager?

Yes, there are alternative tag management systems available, such as Tealium, Adobe Tag Manager, Segment, and Voluum.

Can I use Google Tag Manager with Google Analytics 4?

Yes, you can use Google Tag Manager with Google Analytics 4 by installing the Google Tag and following the tag migration process.