What is Google Tag Manager?
We’ve already written elsewhere about the wonderful tool that is Google Analytics. Google Tag Manager (GTM), by contrast, is something most people haven’t even heard of. And even those who have heard of it often confuse it with Google Analytics.
But the two tools are very different beasts.
GTM is a free tool that lets you add marketing ‘tags’ to your website pages without having to meddle with the JavaScript code. The tags collect information about page views, visitor demographics, referral sites, and more. This valuable data then flows through to Google Analytics, where you can easily view it and use it to inform your marketing decisions.
Before the rise of GTM, you would have needed to hire a developer with an extensive knowledge of coding to enable your website pages to collect this data. GTM makes this process easier. But even GTM requires some technical knowledge to use safely and effectively.