What is Google Tag Manager and How to Use It?

Living in the internet world, there are A LOT of things you don’t know much about. There are a million things that you’re using while operating a simple website, say, Google, but you don’t really know much about that website, do you? Now, being a part of web designing and development, we developers know how these things work but every time you need to be certain about how many people are interacting with your website. Google analytics can help you with that but when it’s used alone, it has certain limits, WHICH IS WHY, you can use Google Tag Manager for tagging your site in conjunction with Google Analytics. This way, you’ll be able to collect a lot more data and the best part about it is developers don’t even have to do it, your company’s marketers can do this it is THAT SIMPLE.

Wait! What? Google Tag Manager? What is that? I am so glad you asked. As it’s pretty obvious by the name, Google Tag Manager is a tool with user friendly web based interface that simplifies the process of working with TAGS. The thing with websites is that, they require the use of multiple tags and A LOT of codes are needed to create those tags. Specially, if you’re adding or editing these tags by directly going into the source code of your website. GTM is here to help you add, edit or disable the tags without having to do anything with the source code. Cool, right?


Everything has its perks and dark sides. Same is the case with this new fancy feature that Google came up with.

Let’s start with the pros.

  1. You don’t have to bother your developers anymore, you, as marketers, can do this pretty easily. All you need to do is tag to collect data for a brief time. IT WON’T TAKE LONG.
  2. It doesn’t matter if you have a small business or a large one, you can benefit from this very easily. Since, Sites for enterprise level business can easily use dozens of tags, GTM makes it easier for them to manage them all and even improves the speed of the site by helping them load even more.
  3. GTM doesn’t limit you with standard websites, you can use it for AMP sites and mobile apps as well.

Now with the cons:

  1. You’ll still need someone to add the container code to each page of your website and of course, your developer would help you with that so it doesn’t remove your developer reliance completely.
  2. If your tags fire synchronously, they can slow down your website’s speed.


GTM is pretty simple to use. However, you would need to learn about some of its components. As stated below:


At the start of using GTM, the first thing you would do is create a container. This container would hold all your tags. You will be provided with some code after creating the container so that it displays on each page of your website.


Each tag on the site has a specific purpose. For instance, you need a tag for sending information every time someone downloads a file or when an outbound link is clicked or when a form is submitted. These sort of things are known as triggers and all tags must have AT LEAST one trigger assigned to them.

There are two main components of triggers: Events and filters. Events are when you are given a long list for types of triggers to choose from and when you choose an event, you can set up your filter.

Filters are further categorized into three parts: variables, operations and values. Variables here mean the type of variable involved. The operator tells the tag weather or not an event needs to equal and the value is the condition that needs to be met (Doesn’t have to be a numerical value, can be a URL or a keyword)

Basically, Tags and triggers are interrelated. Variables contain the value a trigger needs to evaluate, so it can know whether or not it should fire. Then in the last everything comes to the values, its job is to compare the variable to the value defined in the trigger and if the variable meets the conditions of the trigger, THE TAG WILL FIRE.

Another thing that Tags do is use variables to collect information that can be passed into the data layer as a user interacts with the website.


Tags need information to know if they should fire or not. One way to get that information is through the pages HTML structure but that’s no reliable enough so, here we use the data layer. A data layer is a JavaScript object that keeps the information tags separate from the rest of your site’s code. Through this, your site’s speed would also be better.



First of all, create an account through Tag Manager and under setup account, enter your company’s name whose site is being managed and press continue.

Next, set up your container. Enter your domain name as the container name, choose what type of page or app it would be used on and hit create.

Then, accept the terms and conditions and you’ll be given your container code. Once you have that, you can start creating tags!


After creating a container, you’ll see a GTM dashboard. There, you will find multiple things but first, click add a new tag and open up a window where you can name and configure your tag.

NOTE: remember to name your tags very clearly. GTM will list those tags alphabetically so you can create multiple tags for same service.

After clicking on creating a tag, you’ll be given a long list of tag configuration, which includes tag templets and you can choose from them. There is an advanced setting option if you want to make changes to tag firing schedule.

Next thing you’ll do is create at least one trigger. Once you’re done with tag and trigger configuration, save your work and keep creating more tags.

Furthermore, there is an option for Preview and Debug that lets you test your tags before publishing them so you can make sure everything is done right.


Information and Data are the only fuel which can fire up the Digital Marketing campaigns resulting in optimal results. Regardless of what sort of webpage you have, whether it’s an extensive online business webpage, an individual website, or a website for a private venture, it’s quite basic to see how online users interface with your webpage. Google Analytics can give a ton of significant ideas to have a good understanding for what you’re searching for, however in any case, by tagging your site and utilizing Google Tag Manager in combination with Google Analytics, you’re ready to gather substantially more information on your users.

Google Tag Manager has quite the considerable potential, yet figuring out how to utilize it top to bottom can be really overpowering. Moreover, Regardless of whether you’re not a developer, Google’s Tag Manager Guide for Developers gives you an opportunity to have a complete understanding of GTM and has thorough guidelines about how to utilize it, with all these means you ought to have all the data you have to get the most out of GTM. Now that you know everything you can make a better choice by using tag manager!

Image Credits:

Featured image taken from Google Tag Manager main webpage.

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