Google Tag Manager: Streamline Your Website’s Tracking Efforts

Data is highly valuable in the current digital era as it enables the observation and analysis of users’ actions, which can be utilized to enhance websites, increase conversion rates and ultimately boost earnings. IBM conducted a study which indicates that 90% of the present data was formed in the past two years. The generated data is projected to persistently and rapidly inflate, and analysts forecast that the global data volume will attain 175 zettabytes by 2025.

The rise of e-commerce has been a giant catalyst for an increase in data volume. As more individuals shift to online shopping, e-commerce companies accumulate a large amount of information regarding their clients’ preferences, buying habits and activities. The data obtained is referred to customize the buyer’s experience, advise products, and improve customer recognition.

Companies can use data to promote further development, enhance customer satisfaction and remain at the forefront by implementing different policies and tools. A powerful tool is the Google Tag Manager (GTM). This tool enables website owners to control and distribute tracking tags without expert technical knowledge or the intervention of web developers. This article explores the use of Google Tag Manager to simplify a website’s tracking processes.

What is Google Tag Manager?

Google Tag Manager is a no-cost system for managing tags that has been created by Google. It enables the addition and control of tracking tags on your website without the need to modify the underlying code. Hence, website proprietors can handle their tracking tags independently without assistance from web developers or IT teams. GTM is built to be simple to handle by all types of users, requiring minimal technical expertise to install and launch tags.

How does Google Tag Manager work?

The way Google Tag Manager functions is by putting a small code called a container tag on your website’s header. Once this is done, you can add various tracking tags to the container tag to observe user behavior like page views, form submissions or clicks.

To make things more understandable, GTM is comprised of containers, tags, triggers, variables, and the data layer. Here is a summary of each component:


Containers are the base of GTM and there are individual instances of it created for each website. Each container has its own unique container code that should be added to your website for using GTM.


Tags are the codes used to track a variety of user interactions and website behavior, such as clicks, form submissions, and page views. Many tags are supported by GTM, including AdWords, Google Analytics, etc.


Triggers are used to activate specific tags. For instance, you might create a trigger that fires a tag when a person clicks a specific button on your website. Different kinds of triggers such as form submissions, clicks, and page views, are supported by GTM.


Variables are employed to retain information that can be useful for tags and triggers. A good example is a variable that could save the value of a form field, which can then be used by a tag to track form submissions.

Data Layer

The data layer is a JavaScript entity that holds data about the user and their activities on your website. It can activate tags and keep data that tags and triggers can use.

Benefits of using Google Tag Manager

Using Google Tag Manager to manage your website’s tracking efforts offers several benefits:

Easy to use

Google Tag Manager was created to be easily understandable and within reach for individuals without technical skills. The design is straightforward and uncomplicated to operate, and no coding proficiency is needed to begin. Therefore, GTM can be utilized by anyone to handle website analytics tags, regardless of their technical dexterity.

Faster Tag Deployment

An important aspect of GTM is its container for Tag Manager. This is the primary control center where you are able to handle all of your tracking tags. Introducing a new tag is uncomplicated by just pressing a button and entering the essential details. No coding or technical expertise is needed for this process.

Improved website performance

GTM also offers a feature to preview and debug your tags before releasing them on your website. This is valuable in confirming that everything is operating as planned and that the tags are following the data you desire to track.

Enhanced Data Accuracy

Another feature that contributes to the ease of use of GTM is its connection with other Google services, like Google Analytics and Google Ads. These connections enable you to effortlessly control and monitor the data related to your website analytics all in one location, without having to transition between distinctive platforms.

Centralized Tag Management

Moreover, GTM offers a full-service Help Center that includes detailed manuals, guides, and communal assistance. This implies that if there are any complications or inquiries, there are numerous resources ready to aid in effortlessly solving the problem.

All in all, the simplicity of Google Tag Manager allows for broad accessibility for individuals seeking to handle their website analytics tags. Its simple interface, uncomplicated Tag Manager compartment, preview and debugging features, amalgamation with other Google amenities, and extensive Help Center are effortless to use for even those without technical knowledge.

Getting started with Google Tag Manager

Getting started with Google Tag Manager is easy. Here’s a step-by-step guide to help you get up and running:

Step 1: Set up a Google Tag Manager account

The first step is to set up a Google Tag Manager account. Simply go to the Google Tag Manager website and sign up for an account. Once you’ve signed up, you’ll be taken to the GTM dashboard.

Step 2: Create a container

The next step is to create a container. A container is a tag management system you’ll use to add and manage tracking tags. To create a container, click the “Create Container” button on the GTM dashboard and follow the prompts.

Step 3: Add tracking tags

Once you’ve created a container, you can start adding tracking tags. GTM supports a wide range of tracking tags, including Google Analytics, AdWords, and Facebook Pixel. To add a tag, simply click the “New Tag” button in the container and follow the prompts.

Step 4: Publish your container

Once you’ve added your tracking tags, you’ll need to publish your container. To do this, simply click the “Submit” button in the top right-hand corner of the GTM dashboard. Once you’ve published your container, your tracking tags will start firing on your website.

The alternative of Google Tag Manager Service

Although Google Tag Manager is well-liked for handling website analytics tags, other options are available. These are among the most common:

Adobe Launch

Adobe Launch is a system for managing tags, making it simple to deploy and oversee marketing and analytics tags for your website or mobile app. It provides comparable features to Google Tag Manager, like easy tag deployment, rule-based triggering, and bespoke tag templates.


Another well-liked tag management system is Tealium, which offers advanced features like real-time data enrichment and audience segmentation. Additionally, it provides integrations with various marketing and analytics tools, including Google Analytics and Adobe Analytics.


Segment is a platform for customer data that includes tag management abilities in its range of tools. It enables the collection and unification of customer data from multiple sources, then routing that data to your marketing and analytics tools in real-time.

Piwik PRO Tag Manager

A GDPR-compliant system for tag management is Piwik PRO Tag Manager, which provides deployable tags, pre-built tag templates, and a user-friendly interface. It also includes advanced security features like data encryption and a customizable data layer.

Although each alternative offers characteristic features and abilities, they are all created to simplify handling website analytics tags, without the need for manual coding. The best choice for a tag management system will depend on your specific needs and requirements, along with your budget and level of technical expertise.


Through utilizing GTM for controlling your website’s tracking activities, you can simplify your tracking endeavors, enhance your website’s functionality, and acquire more precise knowledge of user actions. Due to its accessible layout and centralized administration system, Google Tag Manager is necessary for all website proprietors wanting to improve their online presence. Therefore, why not test it out and observe the advantages firsthand?


Is Google Tag Manager free to use?

Google Tag Manager is available for use at no cost. You can readily establish an account and commence utilizing GTM without any expenses or payments.

Can I use Google Tag Manager with other tracking tools?

Yes, GTM supports a wide range of tracking tags, including Google Analytics, AdWords, and Facebook Pixel.

Do I need technical expertise to use Google Tag Manager?

No, GTM is designed to be user-friendly and can be used by non-technical users.

Can I add custom tracking tags to Google Tag Manager?

Yes, you can add custom tracking tags to GTM.

How can Google Tag Manager help me improve website performance?

By using GTM to manage your tracking tags, you can reduce the amount of code on your website, which can lead to faster page load times and improved website performance.

One comment

  1. Everything is very open with a really clear description of the issues. It was definitely informative. Your site is useful. Thank you for sharing!

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