GTM: The Definition

What is GTM (Google Tag Manager)? GTM is a tag management solution which acts as an intermediary between a website and 3rd party tracking tools. You need to add the tracking codes to GTM and then configure the rules when they should fire. 

 GTM IS A TOOLBOX :D Why using it? 1) With GTM we can test the tags to make sure they are triggered when we load a page or click a particular button. 2) We can change the tags without changing the website's source code. 3) GTM lets us manage various JavaScript tracking codes on a website. 4) Fast Deployment of Tracking Codes 5) All Tags in one place 6) Testing and debug tools 7) Tag templates > you don't have to setup everything from scratch 8) HUGE active community on FB 9) Versions of the container (you can restore everything) 10) Dynamic Tagging + Privacy Policies How it works? A tag is a piece of code that fires on a website under certain circumstances. It can be a tracking code, some piece of code that changes the text or a particular website element, or even a code which changes the color of the browser's address bar, etc. When you create a tag, you basically instruct Google Tag Manager to "do this", "do that", "track page views of this visitor", "track this click and send to Google Analytics" etc. A trigger is a condition when a tag must fire. Should a tag fire on all page views? Or maybe on certain clicks? How about successful form submissions? All these examples are triggers. When a particular condition (or a set of conditions) is met, a trigger is activated and all the tags (linked to it) are dispatched. A variable is the final member of this trinity. Variables are little helpers that can be used in tags, triggers, or even in other variables. A variable can: ▪ Hold a single piece of data (like page URL, website domain, product ID, text of a link, etc.) ▪ Hold a set of data/settings (Universal Analytics Google Analytics settings variable contains multiple settings related to GA, like Tracking ID, Display Advertising settings, etc.)