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Google Tag Manager: What Is It? How Does it Work?

Updated: Mar 17, 2023

Assuming you have invested in a custom website design your likely reading this because you're tracking the sites performance and are considering using Google Tag Manager to lessen the amount of coding you need to do to track actions and conversion for your site. Nice! You're on ther right track. In a nutshell, Google Tag Manager is an easy way to add tags to your website. You don't have to worry about coding or HTML anymore.

To understand how Google Tag Manager works with your website design, you need to know that it's a tool for adding custom code to websites. It allows you to create custom tags that will appear on every page of your site.

What Is Google Tag Manager?

Google Tag Manager (GTM) is a free service offered by Google that makes it easier to manage tags across multiple pages of your website. GTM lets you create custom tags that will automatically appear on every page of a website. This means you won't have to manually add each tag to every page. And in a lot of cases applying a new feature to your website like a chat feature can be setup up via the vendor in 1 click.

How Does it Work? (And Why Should I Care?)

How Google Tag Manager works is by adding a small snippet of code to your webpages. Once installed, the code creates a new tag called "Google Analytics" and adds it to your site. Then, when visitors come to your site, the code sends data to Google's servers.

The Benefits of Using GTM

There are several benefits to using Google Tag Manager. First, it makes it easier to track digital marketing and visitor behavior across multiple websites. Second, it allows you to easily manage different tags without having to edit each one individually. Third, it helps you avoid errors caused by manually entering tags into your pages. Finally, it gives you more control over how your analytics work.

Setting up GTM

I do recommend that you reach out to a professional consultant weh setting up google tag manager to do anything beyond basic reporting. If you are an enterprise, its especially important to learn how to choose social media marketing agency that is fully up to speed with GTM and G4 Analytics.

If you are embarking upon a DIY GTM setup, then to set up Google Tag Manager, you need to first install the plugin on your site. Then, you'll need to go through a few steps to configure it. Once you're done, you'll be able to use the plugin to add tags to any webpages on your site.

Adding Tags to Your Site

If you've ever tried to code something yourself, you probably understand how frustrating it can be. With Google Tag Manager, you won't have to do anything more than click a button to add tags to your pages.


Google tag manager is without doubt a little confusing, but if you understand its function in basic terms like this it can help you get a better grasp of using it to the fullest. If you find yourself still having challenges setting up GTM, reach out to me for free advice on setup at Lars Owens Design


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