Google Tag Manager (GTM) is a tag management system that allows you to easily update measurement codes and related code fragments known as tags on your website or mobile app.
Each tag on a site needs to serve a specific purpose. Maybe you want to have a tag send information when someone is scrolling on your site, when an outbound link is clicked, or when a form is submitted. These sorts of events are known as triggers, and all tags need to have at least one trigger assigned to them, or nothing will happen.
Triggers can be broken down into two components: events and filters. When you go to configure a trigger in GTM, you’ll be given a long list of types of triggers to choose from. These are your events. Once you choose an event, you’ll be able to set up your filter.
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Technically, data layers are optional. You don’t have to specifically define one yourself — GTM can initiate one for you. But if you want to use GTM to track specific events, you’ll need to have a data layer.
The biggest benefit to GTM is that it makes it easier for marketers to implement tags without having to rely on web developers to do it for them. Developers are usually busy with other high-priority projects, so tagging often ends up on the back burner. But since GTM helps you avoid touching the source code, marketers can quickly add and make changes to tags on their own. This is a big advantage if, for example, you only need to use a tag to collect data for a very brief amount of time. Without GTM, there’s a good chance that it would take longer for the tag to be added.