Google Tag Manager

Google Tag Manager (GTM) is a free system for managing tags, that is, small code snippets such as tracking pixels, analytics codes and conversion codes. Instead of building each tag individually into the website source code, a GTM container is embedded once; further tags can then be managed via a web interface.

Triggers and variables control when and under which conditions a tag fires, for example when a page is loaded or a button is clicked. This reduces dependence on development cycles and makes it easier to maintain marketing and analytics tags.

GTM is often used together with Google Analytics 4 and with consent management solutions, in order to tie the firing of tags to user consent.