Google Tag Manager
2 minutes of reading
Google Tag Manager (GTM) is a powerful yet user-friendly tool that streamlines the process of managing tags on a website. It allows you to easily deploy analytics and marketing scripts without having to modify the site’s code directly.
Google Tag Manager (GTM) is a free tool from Google that makes managing website or app tags (snippets of code) much easier - without the need to manually update the source code every time you want to make a change. With GTM, you can quickly add, modify, and manage various types of scripts for analytics, marketing, or functionality - such as Google Analytics, Facebook Pixel, or remarketing tags.
At the heart of GTM is the concept of a "container" - a centralized place where you store all your tags and define the rules for when and how they should fire. This setup allows marketers and analysts to test and implement new tools or strategies more efficiently, without constantly involving developers.
How does GTM work?
GTM works by placing a container snippet into the website’s code. This container holds all the necessary tags (e.g., for tracking, analytics, or advertising), and each tag is triggered based on user-defined rules.
There are three core components in GTM:
- Tags – the actual code snippets you want to run (such as for tracking conversions or gathering analytics).
- Triggers – these define when a tag should fire (for example, on page load or when someone clicks a button).
- Variables – supporting data used to fine-tune when and how tags and triggers are activated.
All of this is managed through a user-friendly web interface, eliminating the need to dive into your site’s code each time a change is needed.
Benefits of using GTM
GTM offers significant advantages for both marketing teams and technical teams:
- Faster implementation – Tags can be added or updated without waiting on a developer, speeding up campaign deployment.
- Built-in testing tools – You can preview and debug tags before publishing them, reducing the risk of errors.
- Centralized control – All tags are managed in one place, with version control that allows you to roll back changes if necessary.
- Broad integration – GTM works seamlessly with many analytics and advertising platforms, making it a flexible and powerful solution.
Most commonly used tags in GTM
GTM supports a wide range of tags, including both Google-native and third-party options. Some of the most commonly used tags include:
- Google Analytics 4 (GA4) – for tracking user behavior and site traffic.
- Google Ads Conversion Tracking – to measure the effectiveness of Google Ads campaigns.
- Facebook Pixel – used for remarketing and tracking conversions from Facebook ads.
- Google Remarketing Tags – for building audience lists based on user actions.
- Event Tracking – such as button clicks, scroll depth, or form submissions.
- Third-party tools – like Hotjar, Microsoft Clarity, or LinkedIn Insight Tag, for additional behavioral insights.
GTM also allows you to implement custom HTML and JavaScript tags, giving you nearly unlimited flexibility to personalize and automate on-site actions.
Our offer
Web development
Find out moreMobile development
Find out moreE-commerce
Find out moreUX/UI Design
Find out moreOutsourcing
Find out moreRelated articles
How Digital Rental Management Is Transforming the Real Estate Industry
1 Jan 2026
The real estate industry is undergoing a major digital transformation, and rental management is at the center of this change. Growing portfolios, rising tenant expectations, and increasing regulatory complexity are pushing property managers to move beyond traditional, manual processes. Digital rental management offers a smarter, more efficient way to handle operations, data, and communication across the entire rental lifecycle.
Tools for Developers and Agents: Real Estate Planners & Project Management Platforms
18 Dec 2025
Real estate development and sales are becoming increasingly complex, requiring close coordination between developers, agents, and multiple external stakeholders. Traditional tools and disconnected systems often fail to provide the visibility and control needed to manage modern property projects effectively. Dedicated real estate planning and project management platforms are changing the way teams plan, execute, and deliver property developments. By combining strategic planning, task coordination, and real-time tracking in one environment, these tools help professionals work more efficiently and make better-informed decisions across the entire project lifecycle.
Real Estate 4.0: The Smart Future of Property
13 Nov 2025
Real estate is entering a new era shaped by digital transformation, data, and intelligent technologies. Real Estate 4.0 represents a fundamental shift from traditional, asset-centric models toward smart, connected, and data-driven property ecosystems. As market expectations, sustainability requirements, and operational complexity continue to grow, technology is becoming a critical driver of efficiency and long-term value.
Branded residences – what are they, and how is technology reshaping the luxury real estate market?
29 Oct 2025
The luxury real estate market is experiencing rapid growth, with one of the most notable trends in recent years being branded residences - apartments and homes created in collaboration with prestigious brands. They combine the privacy and comfort of residential living with amenities typical of five-star hotels, catering to the evolving expectations of the most discerning clients. Technology also plays a crucial role in their development, ranging from advanced building management systems and smart home solutions to digital concierge services.
What Is iBuying and How Does It Work?
21 Oct 2025
The real estate industry has long been associated with complex processes, lengthy timelines, and uncertain outcomes. iBuying emerged as a response to these challenges, offering homeowners a faster and more predictable way to sell their properties. By combining technology, data, and operational efficiency, iBuying simplifies traditional transactions and reduces friction on both sides of the market.
Tenant Experience Management – a new standard in building management
13 Oct 2025
Rapid changes in the real estate market mean that traditional approaches to building management are no longer sufficient. Today, true success is driven by the tenant experience - their comfort, engagement, and overall satisfaction with the space they use. In response to these evolving needs, the concept of Tenant Experience Management (TXM) has emerged, integrating technology, communication, and management into one cohesive system. This represents a new industry standard, where a building is no longer just a place to work, but a space that fosters relationships, convenience, and modern experiences.
Property Aggregation Platforms – the Future of Online Real Estate Search
23 Sep 2025
In recent years, the real estate market has been undergoing rapid change, driven by technological advances and evolving user expectations. Aggregator platforms are becoming increasingly popular, as they collect listings from multiple sources and present them in one convenient place. As a result, searching for an apartment or a house is faster, more transparent, and better tailored to individual needs.
Show all articles