What is Google Tag Manager - GTM

Google Tag Manager is a tag management system (TMS) that allows you to quickly and easily update measurement codes and associated code fragments, called tags, on your website or mobile application. Once the small segment of Tag Manager code is added to your project, you can deploy analytics and measurement tag configurations securely and easily through a web-based interface.

Once Tag Manager is installed, your website or application can communicate with the Tag Manager servers. You can then use Tag Manager’s web-based interface to set up tags, specify triggers that trigger your tag when certain events occur, and create variables that you can use to simplify and automate your tag configurations.

A collection of tags, triggers, variables, and associated configurations installed on a particular website or mobile app is called a container. A Tag Manager container can replace all other manually coded tags on a website or app, including tags from Google Ads, Google Analytics, Floodlight, and third-party tags.