What Is Google Tag Manager? How to Use With Google Analytics?

What Is Google Tag Manager? And How Does It Work?

Google Analytics (GA) has been around to help you collect, process, configure, and report website and mobile app data that results in actionable insights. Then in 2012, Google announced the release of its new groundbreaking product, known as Google Tag Manager (Tag Manager or GTM).

Google Tag Manager is a code management platform that fires all of your other tags according to triggers you specify in the Google Tag Manager interface. Google Tag Manager is platform neutral and handles 3rd party tags with ease. Once the container snippet is deployed on your site or mobile app, little to no IT or web developer involvement should be necessary to deploy new tags or edit existing tags.

Google Tag Manager consists of these three main parts:

• Tag: A snippet of code (usually JavaScript) added to a page.
• Triggers: Defines when and where tags are executed.
• Variables: Used to receive or store information to be used by tags and triggers.

Tag Manager Capabilities

Launch new tags with just a few clicks. Google Tag Manager supports both Google and third-party tags, and is the web’s most popular enterprise-grade tag management solution.

Before And After Tag Manager

Before Google Tag Manager, the JavaScript on your website or mobile app had to be hard-coded. In other words, you were forced to team up with developers to make even the slightest changes to your tracking. Need to add an event? Get in line behind the urgent site issues and routine maintenance. Or, if you’re the one in charge of updating your site, tracking certain links or forms may require wrestling with JavaScript/jQuery to get the exact thing you need.

Now, Tag Manager gives you a friendly user interface that walks you through creating tags step-by-step, which eliminates the need to have extensive experience with JavaScript. To get started, you add the custom-generated tracking code, also called the container tag, to your website or mobile app. Afterwards, Google Tag Manager allows anyone with the appropriate user permissions to add, change, and debug tags for your website. You can use it to control and fine-tune what fires on your website while it delivers the JavaScript to your site for you.

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