Google Tag Manager

In short: Google Tag Manager is tag management and analytics software, with free pricing.

Free tag management for adding and updating tracking tags without editing site code

Google Tag Manager is a free tag management system from Google, launched in 2012. It is used by marketers, analysts and developers to deploy and manage tracking tags on websites and apps without editing code for every change.

Tags for Google Ads conversion tracking, remarketing, GA4 and third-party platforms are set up in containers using built-in templates and a Community Template Gallery. Triggers and variables control when tags fire, including auto-event triggers for clicks, forms and scroll depth. Preview and debug tools let teams test changes before publishing, and version history makes it possible to roll back. Workspaces, environments and granular user permissions support collaboration between marketing and IT. For paid search and analytics teams, it is the usual way to install conversion tags, consent signals and event tracking that feed bidding and reporting.

Google Tag Manager integrates closely with Google Ads, Google Analytics and other Google Marketing Platform products. Larger organisations can move to Tag Manager 360, a paid enterprise edition with additional controls.