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Google Tag Manager – Quick understanding of Google Tool

Provided that you are new to Google Tag Manager (GTM), and you are interested in knowing what exactly it is and how it can help to advance your eCommerce business or otherwise too, you are at the right place.

What is Google Tag Manager?

Google Tag Manager (GTM) is simply a software that works as a tag management system for a marketer or webmaster to place new chunks of code on the website without interfering with the source code of the website. It helps to observe the behavior of the website’s visitors.

What is a tag?

A tag is nothing but any piece of code to function a particular task, for example, remarketing Tag, Google ads conversion tag, google ads, Facebook pixel code, or any custom Javascript code. So, to bring any functionality like this on the website can take place through GTM.

No longer need to wait for the developers to write a code for you to achieve these tasks, as various templates are already there on the GTM. Besides, one can add their customized-tags as well without the need to go into the source code to invoke the functionality.

Intermediary Between the Website and Third-Party Tools

To make things easier, one can better understand the purpose of the GTM by considering it as an intermediary entity between your website and third-party tools such as Google analytics.

As we know, Google Analytics assists in analyzing the nitty-gritty of visitors to any particular website. Still, Google Analytics shows some limited information about visitors to any website. Google Tag Manager is a tool to get more information about visitors.

Knowing that data is the new oil in today’s world, you can make an idea of how it can help you to expand your business if you have more information about your customers.

Google Analytics provides you some insights about your website visitors but still very limited, such as bounce rate, session duration, etc. Here comes the role of GTM, which can provide you more information about the visitors. It can help you track how many visitors use a specific feature on your website. Now, you can imagine the extent to which you can gather information about your website visitors.

Not limited to website features, you can also track the conversion from different ads, such as Google Adwords, Facebook ads, etc. GTM is a great tool to measure the success of your marketing campaign.

GTM can trigger events as well

Alongside gathering insights about website visitors, you can trigger events as well by using GTM. For example, you want to trigger an event in the case buyer does a particular activity. You can achieve this task using GTM by using its features named trigger and variable.

What is a trigger?

We know that tags serve a specific purpose. But when we want to serve a purpose plus execution of a particular action, we can use a trigger feature, for instance, when we want the user to receive the email in the event of a specific button or link pressed.

It is important to note here that each tag has at least one trigger.

What is a variable?

Variables are important to invoke any trigger. To determine whether a specific trigger should invoke or not, GTM evaluates a variable if it has a true value.

Additionally, variables are useful for tags to gather information about user activity on the site. An instance would be to set a certain amount of products in the cart to fire the tag. A tag will fire whenever any customer adds the specified number of products in the cart.

What is the data layer?

You can think of the data layer as a container that contains all the information you want to pass to GTM.

GTM gets information via data layers about different events and variables and triggers set up in GTM based on the variable values.


Google Tag Manager is a great software that helps businesses to gather more information about their visitors to the website. More information about the website visitors translates better understand the needs of the customers.

There are different features in the GTM software. We discussed only a few features such as tags, triggers, variables, and data layers, to give you an idea of how they work.

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Sana Khan

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