Google Tag Manager
Tool for managing and deploying website and app measurement and marketing tags from a central container.
What it does
Google Tag Manager is a tag management system for marketers and developers to add, update and publish measurement and marketing tags on websites and mobile apps without editing site source code. Centralized containers and versioning Store tags, triggers and variables in containers that you publish to a site or app. Each publish creates a container version so teams can roll back changes, compare versions and control when updates go live without repeated developer deployments. Triggers, variables and the dataLayer Use triggers to control when tags fire and variables to pass dynamic values. The dataLayer is a structured JavaScript object teams populate with event details and contextual data (product IDs, transaction values, click text) so tags receive consistent, predictable inputs. Built-in templates and custom HTML Choose from built-in tag templates for common vendors or add custom HTML/JavaScript tags when a template isn’t available. Templates reduce manual script insertion, while custom tags allow flexibility for nonstandard or vendor-specific snippets. Server-side tagging option Run a server container that receives client events and forwards them to analytics and advertising endpoints. Server-side tagging is an alternative deployment model that can reduce client payloads and centralize routing and privacy controls, but it requires provisioning and configuring a tagging server. Preview, debug and API access Validate configurations before publishing using preview and debug mode, and automate container management using the Tag Manager API to programmatically read or update container configurations for CI/CD or large-scale workflows.
