![]() In the interface, you can also create custom tracking tags yourself - such as Google Analytics event tags - to track specific functionality within your website (which would traditionally have had to be created by a developer). Think of it as an access hatch directly to the backend of your site! GTM is a tag management tool that allows you to add these platforms’ tracking code to your site, to enable you to use the Google Analytics or Google Ads reporting features.Įssentially, GTM enables you to add tags by adding an empty tracking ‘container’ to the back-end of your website, which can then be filled with the tags and pixels of your choice. GTM is not the same as Google Analytics (which is a reporting tool measuring how people interact with your site) or Google Ads (which is an advertising platform that allows you to run PPC ads). However, it can also be used to add tracking scripts and tags from a range of other platforms, including Search Console verification, heatmap trackers such as Hotjar, and many more. It is most commonly used in tandem with tools like Google Analytics, Google Ads and Facebook Ads to add their tracking scripts to your site. ![]() It is a free online tool which allows you to create tracking tags and add them directly to your website from its online interface. With Google Tag Manager, website owners and marketers can more easily create, add and update tracking tags themselves, without the need for each one to be ‘hard-coded’ into your website. ![]()
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