The Google Tag Manager is a function developed by Google in October 2012, with the help of which you can integrate web tracking into your own website without the support of an IT specialist.
Normally, when setting up a web tracking, the required tracking code must be inserted manually into the respective sub-pages of the website that are to be evaluated. However, this is not only time-consuming, but it is hardly possible without the help of specialists. The Google Tag Manager makes it possible to integrate tracking with just one single change to the source code. Later, the site operator can make changes via the Google Tag Manager, which automatically take effect on the respective page without having to make any further adjustments to the source code.
The Google Tag Manager allows you to insert almost any tracking code on your website. This includes, for example, the tags for Google Analytics and Google AdWords, but also the tracking codes for numerous online marketing tools and web analytics tools. The Google Tag Manager makes it possible to identify and measure the behavior of users on the website. For example, site operators can find out to what extent a user scrolls, moves their mouse, clicks on pages or elements, or fills out and submits forms.
The Google Tag Manager offers a variety of useful functions. These include, among others:
This Video from the Google Analytics YouTube channel shows how the Google Tag Manager is set up and used.
The Google Tag Manager brings various advantages: