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Analytics

What is GTM (Google Tag Manager)?

Google's tag management system for adding analytics and advertising tags without touching your site code.

Detailed definition

Without GTM, every tag (GA4, Meta Pixel, Hotjar) has to be added to the site code by a developer, which makes maintenance hard. With GTM you install a single container and add every subsequent tag from the GTM interface. Triggers: page view, click, form submission, scroll and so on. Server-side GTM is one of the ways to reduce the effect of iOS 14.5 changes and cookie restrictions on measurement.

Examples

  • Meta Pixel, GA4, Hotjar and the LinkedIn Insight Tag can all be managed from a single GTM container.

Related terms

GA4 (Google Analytics 4) Google's next-generation analytics platform — an event-based data model that replaced GA Universal. Meta Pixel JavaScript code that reports visitor behaviour on your site to Meta. Used for building audiences and conversion optimisation. Server-Side GTM (Server-Side Tagging) Running tags on a server rather than in the browser. Used for privacy, performance and measurement quality despite cookie restrictions. Enhanced Conversions A way of improving conversion matching by sending first-party data such as email and phone number to Google Ads in hashed form. Conversion Rate The percentage of visitors to your site who complete the desired action (a purchase, a form submission).
Category Analytics

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If you would like to discuss how GTM (Google Tag Manager) applies to your business, we can arrange a short initial call. The first 30-minute call is free.

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From the same category

Other terms in the Analytics category

Attribution Model The model that shares out a sale or conversion across the channels and touchpoints behind it. LTV (Lifetime Value) The total revenue a customer generates for the brand over their lifetime. A critical metric in subscription and e-commerce models.
See the full glossary →

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