Google Tag Manager

Google Tag Manage or GTM is a free to use software that lets you use marketing tags – pieces of code or tracking pixels – on your site without having to tweak around with the source code. In simpler terms, GTM gathers information from one source (website) and shares it with another source (Analytics).

Although some may think it is user-friendly, it is to note that GTM is not that simple. It can sometimes get complex and hard to understand. There are three main parts of the Google Tag Manager:

  • Tags

Tags can be described as code snippets from third party applications and tools. These basically tell GTM what function to carry out. Some of the commonly used tags include Google analytics universal tracking code, Facebook pixels and Adwords remarketing code.

  • Triggers

Triggers tell GTM when to carry out a certain function.

  • Variables

Variables cater to the additional information Google Tag Manager might need for the tags and triggers to work properly.

Sometimes, GTM is confused with Google Analytics, when in reality both of them are completely different. GTM is used for managing and storing third party code – without any analytical reports. On the other hand, Google Analytics uses your data to analyze and evaluate, and is more goal oriented.


  • You do not need to rely on web developers for implementing tags
  • Keeps you away from the source code completely
  • Can work with third party software
  • Can help your websites load faster
  • All outside code is stored in one place
  • Has a preview and debug option so you can fix the errors and see everything before making your website live


  • It is not very user friendly and requires prior technical knowledge
  • Requires time investment
  • Troubleshooting can be a long process