Google

Google Tag Manager

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Updated: 05 August 2025

Google Tag Manager manages digital marketing tags and tracking pixels, which track activity on digital properties.

Your GTM account should represent the topmost level of organization for your company. Then, create one Tag Manager (web) container for each of your company’s websites or apps.

Google Tag Manager is a tag management system that allows you to update tags on your website quickly and easily. Tag Manager installation for web requires a small piece of code that you add to your web pages. This code enables Tag Manager to fire tags by inserting tags into web pages.

Google Tag Manager container
Created by the code which is installed on your website.
Tag
A snippet of Javascript code. Google Tag Manager controls which tags get ‘fired’ and when. Firing a tag results in data being transferred to a third-party e.g Google Analytics or a marketing business the website owner is engaging with.
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Marketing Technology, The software, tools & technologies that marketeers use to implement, manage and measure their marketing campaigns.