How does Google Tag Manager work?

GTM acts as a central command center for all your tracking scripts and tracking tags. Instead of inserting codes manually on each web page, you implement GTM container code only once. From your GTM container, you are then in control. When your tracking needs change, you simply update the tags in the container, without the hassle of website updates.

At the core of GTM are tags, which represent specific tracking codes. Tags can communicate with platforms such as Google Analytics or Meta Business Manager, and you can place any HTML script in them. You control which interactions with your site trigger certain tags. GTM provides a user-friendly interface to implement these tags without in-depth coding knowledge; GTM is a no-code platform.

You have direction and control over your own tracking because you can set your own tags, and set when they are triggered. Tag activation is done by the triggers you set. Triggers set the conditions for tag execution, such as page loading or specific interactions.

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In addition, GTM also provides a built-in debugging feature and preview mode to verify that the tags and triggers you set up actually work. You test how tags respond to different user actions before putting changes live. This way, you maintain control over the accuracy of your tracking.

Google Tag Manager puts you in the driver's seat of your digital tracking. With a single codebase, advanced tags and triggers, and a built-in control method, communication between your site and marketing and analytics platforms is streamlined.

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