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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 every subsequent tag is added from the GTM interface. Trigger system: page view, click, form submit, scroll and so on. Server-Side GTM (a gtm.js server) is the answer to iOS 14.5 and cookie restrictions.

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 Meta's JavaScript code that tracks visitor behaviour on your site. Critical for audiences and conversion optimisation. Server-Side GTM (Server-Side Tagging) Running tags from the server rather than the browser. The answer to privacy, performance and the death of third-party cookies. Enhanced Conversions Raising the conversion match rate 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).
From the same category

Other terms in the Analytics category

Enhanced Conversions Raising the conversion match rate 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). 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. GA4 (Google Analytics 4) Google's next-generation analytics platform — an event-based data model that replaced GA Universal.
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