Google Tag Manager

Google Tag Manager (GTM) is a tag management system (TMS) that allows users to easily add and edit snippets of custom or templated code–called tags–to a website. Tags can add analytics tracking, manage advertising pixels or create additional site functionality. GTM includes dozens of predefined tag templates requiring no custom coding.

In short, Google Tag Manager is a user-friendly solution to managing the tags, or the snippets of JavaScript that send information to third-parties, on your website or mobile app. Adding other products to your site, including but not limited to AdWords Conversion Tracking and Remarketing, DoubleClick Floodlight, and of course, Google Analytics, is a breeze.

In more detail, GTM makes your life easier by simplifying the process of adding these JavaScript snippets to your website. Instead of updating code on your website, you use the interface to decide what needs to fire and on what page or what action. GTM then adds the appropriate tracking to your site to make sure it all works.

Google Tag Manager consists of these three main parts:

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