Google Tag Manager / Analytics Terms Google Tag Manager Google Tag Manager (GTM) is a free tag management system from Google that allows marketers and developers to add, update and manage tracking codes (tags) on a website or mobile app without directly editing the source code. It simplifies the process of deploying analytics, advertising, conversion tracking and other scripts by providing a central dashboard. GTM is especially useful for managing complex setups or working across multiple platforms and teams. With GTM, users create containers that house all tags related to a site or app. These tags can include Google Analytics events, Google Ads conversions, Facebook Pixel tracking, custom HTML scripts and third-party marketing tools. GTM also uses triggers and variables to determine when and how tags fire. For example, a trigger might be a page view, a button click or a form submission. This level of control enables detailed tracking without needing developer intervention for every change. Google Tag Manager improves agility, reduces errors and ensures consistency in measurement. It supports version control, preview mode and user permissions to help teams test and deploy changes safely. GTM also integrates seamlessly with Google Analytics 4 and other platforms to support event-based tracking and data layer implementation. For nonprofits, GTM makes it easier to track online donations and engagement. For B2B and e-commerce businesses, it supports accurate conversion tracking, remarketing and performance reporting. With proper setup, GTM becomes a central part of any data-driven marketing stack.