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Google Tag Manager

Google Tag Manager (GTM) is a tag management system developed by Google. Introduced in October 2012, GTM allows users to manage and deploy marketing tags and code snippets on websites and mobile applications from a web-based user interface, without needing to modify underlying code. ^[1].

Overview and history

Google Tag Manager was created to help digital marketers streamline the process of managing website tags. Prior to GTM, marketers often had to rely on developers to manually add code snippets to websites, which could slow down the process of launching new campaigns or making changes. Since its launch, GTM has been updated to support a wide range of tag types and to integrate with various web-based services ^[2].

Functionality

The core functionality of Google Tag Manager revolves around its ability to handle different types of web tags. These include:

• Analytics tags for services like Google Analytics to track user interactions on websites.
• Marketing tags for conversion tracking, site analytics, remarketing, and more.
• Utility tags for hotjar, chatbots, or other services enhancing website capabilities.

Users configure tags to fire based on specific triggers, which can be set up within the GTM interface. Variables are used to dynamically change or populate information in tags based on user behavior or environment settings ^[3].

Privacy considerations

Google Tag Manager's ability to handle extensive data collection through various tags demands rigorous compliance with global data protection laws, such as the GDPR. Critics argue that while GTM offers tools to manage user consent, it also compels users to navigate a complex landscape of privacy management, potentially increasing the risk of non-compliance due to misconfiguration or oversight ^[4]

Integration with other services

Google Tag Manager is integrated with other Google services, like Google Analytics and Google Ads, to facilitate comprehensive tracking and analysis across platforms. This integration, while beneficial for data collection and analysis, also ties users closely to Google’s ecosystem, potentially leading to concerns about data sovereignty and vendor lock-in.