Google Tag Manager
GTM · The Google tool that lets you add and manage analytics and advertising code and set its firing rules from a single panel without touching the site's code.
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Why it matters
A tag manager saves the marketing team from waiting for developers for every new measurement and makes all tags visible in one place. Version history and preview mode let a faulty tag be spotted before it goes live. It must be configured correctly together with cookie consent.
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Example
The marketing team wants to measure form submissions for a new campaign; it defines a trigger in the tag manager, tests it in preview and publishes it the same day.
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Common mistake
Leaving access to the tag manager open to everyone and working without knowing who changed what and when. Because tags can add any code to the site, this access must be controlled.
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Related terms
Related services and guides
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