Google Tag Manager

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Google Tag Manager
Initial releaseOctober 1, 2012 (2012-10-01)
Stable release
Ver. 2
TypeWeb development tools

Google Tag Manager is a tag management system created by Google to manage JavaScript and HTML tags used for tracking and analytics on websites (variants of e-marketing tags, sometimes referred to as tracking pixels or web beacons).[1]

Version 1[edit]

Google announced Google Tag Manager in October 2012.[2] Version 1 of Tag Manager launched with the following default tag templates:[3]

  • AdWords Conversion Tracking
  • DoubleClick Floodlight Counter
  • DoubleClick Floodlight Sales
  • Google Analytics
  • GDN Remarketing (Google Display Network)
  • Custom Image Tags (for all other image pixels)
  • Custom HTML Tags (for all other tags)

Version 2[edit]

Version 2 launched in October 2014, making the product cleaner and simpler to use.[4]

Google also announced the Tag Manager API with the release of version 2.[5]

Basic Components of tags & GTM[edit]

  • Containers - Use it to contain all the other components using in the tags implementation.
  • Triggers - Define when to fire the tags.
  • Variables & constants - Collect specific information and pass onto data layer.
  • Data layers - A JavaScript object which keeps the information tags separate from other code. [6]


  1. ^ Wagner, Janet. "Google announces improvements to Google Tag Manager including new API". Programmable Web.
  2. ^ "Digital marketing made (much) easier: Introducing Google Tag Manager". Google Analytics Blog. 1 October 2012.
  3. ^ Christoper, Joe (1 October 2012). "Google Tag Manager: What You Should Know". Blast.
  4. ^ "New Interface for Tag Manager". Google. Retrieved 13 October 2015.
  5. ^ "Making tag management more accessible and powerful". Google Analytics Blog.
  6. ^ "An Introduction to Google Tag Manager". Moz. Retrieved 2018-07-02.