What is Google Tag Manager, and why use it?

Google Tag Manager is a free and easy to use tool that allows you to manage and effectively deploy marketing tags, i.e., snippets of code or tracking pixels on your website or mobile application. This does not involve modification of the code.
The biggest benefit that Google Tag Manager provides is that an individual can conveniently manage the code on their own without hiring a web developer. To sum up, it is a tool that empowers marketers by making it easy for them to perform technical tasks.

However, it is pertinent to mention that Google Tag Manager is not a tool that a novice can start using. You need to have some sort of technical know-how to be able to successfully set tags and variables.
For instance, if you are some who is considering to drop in Facebook pixels, you must understand how Facebook Tracking pixels function.

Similarly, if it is event tracking, you want to set up in Google Tag Manager, you need to have a sound understanding of what events are in addition to how Google Analytics function. Not only this, but you must know the kind of data you can track with the help of the events, how reports look like in Google Analytics, and how can categories and labels be named.

This is why it is always recommended not to use Google Tag Manager without having done a few training sessions.

Let’s now move onto how exactly this Google Tag Manager works.

Google Tag Manager comprises of three main parts, namely, tags, triggers, and variables.


This is a term used to define Javascript’s snippets and even tracking pixels from different third-party tools. The tags indicate what Google Tag Manager should do.

Here are some examples of common tags you’ll find in the Google Tag Manager:

-The Google Analytics Universal tracking code
-The Adwords Remarketing code
-The Adwords Conversion Tracking code
-TheHeatmap tracking code (Hotjar, CrazyEgg, etc.…)
-The Facebook pixels


This directs and informs Google Tag Manager regarding how as well a when a tag must be fired.


This refers to additional information that Google Tag Manager may require for both tags and triggers to work effectively.

The Google Analytics UA number (the tracking ID number) is the most basic and constant type of variable that one can create in Google Tag Manager.

The benefits of Google Tag Manager

You can do a whole lot of amazing things with this tool once you successfully climb the learning curve.

The benefits of Google Tag Manager allow you to customize data sent to the Analytics. Moreover, it enables you to both establish and track basic events, including PDF downloads, an outbound link, or button clicks. Furthermore, it will also streamline promotion tracking.

Speaking of other perks, Google Tag Manager might help the site load quicker. However, it depends upon how many tags you have used. The best part is that it also works with non-Google products.

Other than this, the tool is super flexible to both play and test around, be it anything you want. Additionally, it gathers all the third-party code under one roof.

Apart from this, Google Tag Manager comes with a preview feature and debug mode. This will help you determine what is working in your favor and what is not before you decide to go live. Not only this, but it also comes with an added feature that displays the tags you are firing on the page.

Wrapping up

The possibilities related to what you can do with Google Tag Manager are endless. However, to put things in perspective, you can monitor and track events, scrolling, and shopping cart abandonment.