Google Tag Manager is a tag management system that allows you to set up and manage tags on your site without changing your website's code. To use Tag Manager, you add 2 snippets of code to each page of your website. After you add the snippets to your code, you don't need to change your code much after that; instead, you can set up and manage your tags through the Google Tag Manager website.
When Tag Manager is installed, your website or app will be able to communicate with the Tag Manager servers. You can then use Tag Manager's web-based user interface to set up tags, establish triggers that cause your tag to fire when certain events occur, and create variables that can be used to simplify and automate your tag configurations.
A collection of tags, triggers, variables, and related configurations installed on a given website or mobile app is called a container. A Tag Manager container can replace all other manually-coded tags on a site or app, including tags from Google Ads, Google Analytics, Floodlight, and 3rd party tags.
Learn to use Tag Manager with Analytics Academy! Learn strategies and techniques to help you learn the basics of Tag Manager and maximize the benefit of your tag implementations with the Google Tag Manager Fundamentals course.
Migrate to Tag Manager: When you upgrade your site or app to Tag Manager, the best practice is to migrate all your tags at once. However, this is not a mandatory requirement. Tag Manager will fire migrated tags alongside tags that are administered outside of Tag Manager.
One account per organization: Your Tag Manager account allows you to administer the tags for one or more websites or mobile apps. Although you can set up multiple Tag Manager accounts from a single Google account, you’ll typically only need one Tag Manager account per company or organization. Learn more.