What Is Google Tag Manager Used For?

Google Tag Manager is a good management system that many people can use to help them with their marketing. This is essential since marketing can make or break any business, but many people do not know why Google Tag Manager (GTM) is used in the first place. Google Tag Manager allows you to add and update your own tags for site analytics, conversion tracking, remarketing, and other marketing activities. To learn more about GTM and its benefits, continue reading below. 

what is gtm

Definition of Google Tag Manager

Google Tag Manager is a free tag management system that helps GTM users manage and set their marketing tags on their website or mobile app without coding. At least 1,9654,504 companies use GTM. It is a tool most often used by companies in the retail industry.

Typically, information from one data source, which tends to be the user’s website, is shared with another data source, which is Google Analytics. This is done through GTM. Overall, this tool becomes vital when the user has a lot of tags in one place. 

Many people are excited to know that they can manage the code by themselves, which means they don’t need to hire developers. However, it can also be challenging for many to understand initially. Many digital marketing agencies like SEO Design Chicago offer Google Tag Manager services, so you don’t have to learn how to use it yourself.

Google Tag Manager is User-Friendly

According to Google, GTM is easy, simple, and reliable. Also, Google claims that every person can use it without needing a web developer. However, every person should be prepared to learn about the program and acquire additional information. GTM users need technical knowledge to understand how to set up the tag, variables, and triggers.  

There are many layers to GTM, which is why it is a program that people will need to invest some time into if they want to use it. With the many different functionalities of Google Tag Management, GTM users need to learn not just GTM but parts of Facebook pixels, event tracking, and more. 

However, this does not mean that the learning curve is steep. People will find that once they have gotten over the initial hump, it is pretty much smooth sailing from here on out. 

uses for google tag manager

Three Main Parts of Google Tag Manager

There are three main components of the Google Tag Manager:

  1. Tags: These are snippets of tracking pixels or JavaScript. 
  2. Triggers: This is how Google will know where, when, or how to launch a tag. 
  3. Variables: Any additional information that GTM will need for the tag to be triggered or to work correctly. 


Tags help people track pixels or code from third-party tools. These tags will help GTM know what to do. Some of the most common tags are:

  • AdWords remarketing code
  • Google Analytics
  • Heatmap Conversion Tracking code
  • AdWords Remarketing code
  • Custom HTML scripts
  • Facebook Pixels
  • Cookiebot and other privacy scripts


Triggers will help GTM users launch the tag they have set up. They can tell the Manager where, when, or how they want the tags implemented. There is a preview page for them to look at before allowing Google to launch the tags. Some Google Tag Manager trigger uses are:

  • Link clicks 
  • Pageviews
  • Scroll depth
  • Form submissions
  • Custom events


Any additional information that GTM may need for the user to tag and trigger their settings will be added to the variables. The simplest variable that every user can create is the Google Analytics number. This number is a basic element that every user will need to start managing their tags. 

what is google tag manager

How Google Tag Manager is Different from Google Analytics

Some people may become confused about how GTM differs from Google Analytics. However, GTM is only used for storing and governing third-party code. Meanwhile, Google Analytics is used for analysis and reporting

Uses of Google Tag Manager

There are many Google Tag Manager uses that are helpful for website owners. Here are a few of the benefits of using GTM:

Fast Deployment of Tracking Codes

Tracking codes used to be a long-winded process. The user would need to decide on a new marketing platform to track the behavior. They would get a tracking number and send it to their developer. This developer would look at the job in a few weeks. Also, if there were a complex task that the GTM user wanted to do, they would need to send emails back and forth with the developer to get it done. 

However, GTM allows people to skip the developer to do everything themselves. One of the many Google Tag Manager uses is how people can implement their tracking codes by themselves. Since all the tags are available to the user in the GTM interface, they can access all the necessary tracking codes. 

This helps speed up the deployment process since new tags can be added quickly, and many of them do not require additional code. 

All of the Tags Are in One Place

Tag management was non-existent back in the day because all of the codes that were used for tracking were coded into the website. Those different codes were also scattered among the many files people used. This means that if there needed to be a single change done by the developer, they would need to search for the code and then change them. 

Many developers found this to be a long-winded process, and it would be one that would keep the user waiting for a while. The change was never immediate. Now, GTM has everything in one place, making it easier for people to change any tags they need. Since they are no longer scattered among the many files on the website, it doesn’t take nearly as long as it used to change the tags. 

Testing Tools

There are many benefits to Google Tag Manager, but the testing tool is one of the best-simplified troubleshooting tools that people will appreciate. It shows users what page each tag is launched on and which pages don’t have it. People will also access information about the fired trigger and the tags.

All of this information can be used to help people with their tags once they are launched. Some tags may look good in theory, but after seeing them in the digital field, GTM users may think otherwise. Also, users can learn how the tags work before they make them public on the website.

gtm uses

Container Templates That Can Be Reused

One of the other Google Tag Manager uses the ability to export the tags, variables, and triggers into a single file. GTM users can create their templates with common tracking and coding settings. People who use Google Analytics events repeatedly will find this helpful. It is one of the most popular settings with GTM because people can use other free templates online for their purposes. 

Event Tracking

Event tracking involves custom JavaScript code that people will need to add to their website if they want to track form submissions, clicks, and more. Well, the auto-event tracking feature on GTM is one that many people will find helpful in tracking. Once specific triggers have been implemented, people will see that particular interactions on web pages will happen automatically. 

There will be some setup in the beginning, but it is easy to complete. People can use the interactions they see to launch other tracking codes that they think will be more useful. Some of the basic events that people can track with GTM are:

  • Link clicks
  • Clicks
  • Time spent on page
  • Form submissions

There are additional events that people can track with GTM. Also, since more people are using GTM, more auto-event tracking features are coming out. Other features allow people to record new comments, scroll depth, and more. All of this information will help GTM users gain insight into their website. 

They can see whether their content is engaging, if people are filling out their forms, and more. All of this information can be used to help them create more specific goals so that they can have a successful website.

Tag Templates 

There are many built-in tags that people can use. These tags can be used for the website, Google Analytics, Google Ads, and more. That means users with little knowledge of how to code can customize their tags without requiring complicated coding. Currently, there are more than 80 templates that users can utilize, and there will be more templates coming out soon. 

These templates are helpful for people who need to implement their tags. 

User Permissions

GTM users should not feel overwhelmed with the many uses of Google Tag Manager because they can share this account with others. They do not need to think about how much access the person might receive when helping them because GTM allows people to pick how much access the other user should get. This level of security is helpful for every person because they can have more control over how much people can see. 

gtm tags

The Many Uses of Google Tag Manager

There are many Google Tag Manager uses, which is why people continue to utilize every aspect. Even though there will be a learning curve for people who do not know anything about coding, it is a hump that can easily be walked over with a few courses. Once someone begins using GTM, they will never go back to life without it. SEO Design Chicago offers Google Tag Manager training to help you learn how to use this critical SEO tool. Contact us today!


  • What is Google Tag Manager?
  • How are Google Analytics and Google Tag Manager different?
  • What is Google Tag Manager used for?
  • Is Google Tag Manager user-friendly?
  • What kind of websites can benefit from using GTM?

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