What is Google Tag Manager?
Google Tag Manager (GTM) is a tag management system that allows you to update measurement codes and any related code fragments, collectively known as tags, on your website or mobile app.
Once installed, GTM enables your site to deploy analytics features and measurement configurations. The system allows you to set up your tags, establish your tag triggers, and create variables that can be used to simplify and automate your tag configurations — without necessarily requiring developer involvement.
A GTM container aggregates all the tags, triggers, variables, and related configurations installed on your website or mobile app. This container can replace manually-coded tags from Google Ads, Google Analytics, Floodlight, and third-party sources.
Why install a tag management system?
A tag management system facilitates agile marketing by reducing costs, resource allocation, and time spent on implementation. This efficiency allows marketers to tweak and create campaigns with swift analysis, thus increasing the return on investment of digital marketing.
How to set up Google Analytics via Tag Manager
- Click New Tag from Workspace Overview
- Select Tag Configuration and choose Universal Analytics
- Select desired Track Type (Page View or Event)
- Select or create a Google Analytics Settings Variable
- Reuse existing variables or create new ones
- Enter your Google Analytics ID for new variables
- Confirm Cookie Domain settings (“auto” if no other tags deployed)
- Configure additional settings (custom fields, dimensions, metrics)
- Click Save
- Rename variable and confirm
- Choose triggering conditions for tag firing