Google Tag Manager is a free tool from Google with which marketing and web analysis tags can be managed easily and without direct intervention in the source code of a website.
With Google Tag Manager, tracking scripts - so-called "tags" - can be controlled centrally via a graphical user interface. This means that new tags can be added, existing ones customised or deactivated without having to change the website code. This saves development time and reduces the susceptibility to errors.
Typical applications are
- Integration of Google Analytics, Google Ads or other tracking tools
- Setting up events for clicks (Event tracking), scroll depths or form submissions
- Management of Conversion tracking and remarketing tags
Through the use of Triggering (rules for when a day is triggered) and Variables (dynamic values such as URL parameters or click IDs), the Google Tag Manager offers a flexible way of Website Analytics and the Tracking precise control.
