GTM

Google Tag Manager is a tag management system (TMS) that centralizes the deployment of all tracking scripts and pixels on a website or mobile application. From a single interface, teams can add, edit or remove tags (GA4, Google Ads, Meta Pixel, Hotjar, AB Tasty, and many others) without modifying the site's source code. GTM relies on a system of containers, triggers and variables that allows for finely orchestrating data collection based on the user's browsing context. It also offers a built-in preview and debugging mode to validate implementations before publishing.

GTM is useful from the very first tag deployed on a site. It becomes essential once several tools need to be integrated (analytics, advertising, CRO, personalization), when teams want to gain autonomy from developers, or when the frequency of tracking changes is high. It is also the recommended starting point before any server-side tracking migration project.

Google Tag Manager is designed for all digital teams, from small structures to large groups. It is particularly useful for marketing and analytics teams who want to gain autonomy over tracking, for consultants and agencies managing multiple properties, and for data teams who want to standardize data collection across all their sites.