Google Tag Manager(GTM)
Measurement and data
Measurement and data
Google Tag Manager lets you manage tracking codes and pixels without changing your website every time.
You place one container on your site and decide inside it which tags fire on which event. That makes marketing more self-sufficient and keeps your codebase clean.
It's still code running in your visitor's browser: too many tags cost speed, and a badly configured trigger can double-count conversions. Document what's there and remove what nobody uses.
Related terms
- GA4GA4 is the current version of Google Analytics. Everything is recorded as an event, instead of pageviews with separate goals as in Universal Analytics.
- Consent ModeConsent Mode is how Google tags adapt their behaviour to a visitor's cookie choice, with modelled figures for those who decline.
- Server-side trackingWith server-side tracking you send measurement data from your own server to platforms, instead of straight from the visitor's browser.