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Google Tag Manager: The Beginners Guide

An online tool for interacting with web analytics systems called Google Tag Manager (GTM) was created in 2012. Its major purpose is to make the input of codes from various providers simpler. Using Tag Manager, you may include code from several services, like Google Analytics (GA), Liveinternet, and others. You may add code to the manager and proceed to work using a personal GTM account. 

Working Principle

The Tag Manager offers the ability to execute particular actions (triggers) based on predetermined criteria (variables). To monitor purchases, a tag is chosen, along with a trigger and variables. Only when a certain page with a given URL is accessed does the tag become active. You can monitor requests using the request form and the tag. You may import tag data into analytical services (GA). This enables the analysis of advertising campaigns and the development of a comprehensive company plan.


The account (the highest level), container (storage of tags), tags (to insert codes of various services), triggers (conditions for activating a tag), and variables are the manager’s primary components (additional data). Each component of the structure has distinctive qualities:

  • Account. The account is at the top. One email address may be used for several accounts. Advertising agency could demand this, but typically one is plenty.
  • Container. An account has several containers. This is necessary for many different sites. Small businesses only need one container. The container accommodates all the parameters of a particular online resource. It is used to set up variables, triggers, and tags.
  • Tag. This is the HTML code needed to carry out specific tasks (e.g. traffic tracking). Without GTM, tags must be manually put, but the tag manager may speed up and streamline the process.
  • Trigger. To activate a tag, a trigger is required. The trigger contains a specific event. Filters are configured to activate the tag.
  • Variable. Enables the setting of filters in the trigger. You can communicate and store data about user activities using variables. It’s possible to make custom variables.

Basic Tasks and Functions 

The following features of Tag Manager are available: 

  • rapid connection of analytics services and installation of codes for social network data collection; 
  • facilitation of user operations;
  • establishing cross-domain tracking; 
  • using personalized scripts and integrated tagging services;
  • installation of Google call tracking;
  • making use of Google Optimize to make sites more user-friendly;
  • integration of outside services, such as Adometry, Distillery, and others.

Setting up tags without GTM poses a number of problems. An excessive number of tags slows down the site and has a negative impact on user behavior. You must locate the files containing the site code and begin editing to work with tags. When you have a lot of files, tagging makes it difficult since you have to add file tags all the time. Using tag management speeds up the process of reducing site maintenance time.



The following are some of GTM’s main benefits:

 – Easy data collection. It is considerably simpler to gather data streams for subsequent analysis with the help of the tag manager. The work of the site is not slowed down by GTM service.

– Response time. The program updates data continuously without user input. You may swiftly switch from Universal Analytics to GA4 if required.

– Usability. The tag manager has a simple and approachable user interface. New tags are immediately generated by the service, and current tags are updated.

– Safety. You can take actions in your service account without visiting the website. The owner gets full control over access.

– Bug control. You can manage scripts with GTM using a single interface. The system offers simple code modification thanks to standardized templates. The tags may be tested and errors can be fixed.

– Loading acceleration. The tool enables you to count the amount of new tags and eliminate those that are unneeded. This enables you to speed up how quickly web pages load.

– Tracking of events. You can instantly track site occurrences using the tool, such as clicks on external links.

– Multiuser operation. Multiple users can collaborate on the project in this mode. More than one person has access to the account. You can correct mistakes and go back to the previous version.

Setup Features

features of GTM

You should bear the following aspects in mind when configuring GTM:

– Adding tags. To add retargeting code, a new tag is created. The retargeting code is entered after choosing the “Custom HTML” type. The checkbox for All Pages is selected. If required, provide page URLs.

– Verify ownership of the site. Click “Confirm” after choosing a certain technique in Search Console. Similar confirmations are made for every website version.

– Adding sharing buttons. Create a tag called “Custom HTML” and copy the code from the sharing buttons of a certain service. After that, you insert the button’s code and specify the All Pages option.

Additionally, the tag manager allows you to configure the bounce rate and track internal conversions using the tag manager.


Google Tag Manager is a service that makes it much easier to integrate with third-party services. The tool provides high site performance and simple data collection. Website owners, marketers, and IT experts may find the service valuable. With it, you no longer need to enter the codes manually, just install the container once. Here is where you may get more details.

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