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Google Tag Manager: what it is and how we use it

Google Tag Manager manages a site’s tracking tags in one place, without touching the page code.

1. How it works

Google Tag Manager is a manager for tracking tags. Codes for Analytics, advertising or other tools are set up in one interface instead of being pasted into the pages.

2. Why it matters to a business

For a business it means faster and safer changes to measurement and fewer edits to the site. We use it mainly where ads are running and it matters to know what they brought.

3. How we use it

We use it with Google Ads and measurement so it is clear which ads bring enquiries.

4. When it fits

It fits when you use advertising or several measurement tools.

5. What to watch for

A badly set tag can distort measurement, so we check it after launch.

6. In practice

Through Tag Manager we deploy visit measurement, conversion tracking for Google Ads and the Meta pixel. Changes are tested in preview and only then published. As a result the site itself does not have to be touched at every change.

7. Alternatives

On a simple site with one measurement code the code can be placed directly, without a manager. Tag Manager pays off once advertising runs or there are several tools. Every code added, however, slows the site a little.

8. Common questions

Does Tag Manager slow a site down?

Only a little by itself. The codes loaded through it slow it down, so we keep their number low.

Can Tag Manager bypass cookie consent?

It should not. Set up properly, it starts measurement codes only after consent is given.

Who has access to Tag Manager?

The account should belong to you. We get access to do the work, and it can be removed at any time.

If you need help with this, take a look at our SEO.

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