← Glossary
Google Tag Manager (GTM)
Google Tag Manager is a container that loads and controls your tracking tags, letting you change what fires and when without editing the website's code.
Why it matters
It is the difference between a tracking change taking ten minutes and taking a developer sprint.
What people get wrong
Confusing the container with the tags inside it. Finding GTM on a site proves a container loads - not that any tag inside it fires. Equally, a page whose source shows no analytics may be fully tracked, because GTM injects those tags at runtime.