Tag Manager: Key Benefits

Google Tag Manager is a free tool with many key benefits and eliminates tedious code-editing tasks that formerly required a developer. It allows the marketing team to add and update their own website tags – including java script code snippets for site analytics, conversion tracking, and remarketing – while the development team can focus on larger or complicated work or projects.

Google Tag Manager: key benefits

  • Fast deployment of tracking codes
  • All tags controlled in one place
  • Built-in and 3rd party testing tools
  • Reusable container templates
  • Simple event tracking
  • It’s free
  • Built-in tag templates
  • Workspaces and environments
  • Security
  • User permissions
  • Growing popularity

1. Fast Deployment of tracking codes

Every tracking code is called a tag and we can add, edit or remove them via GTM interface.

Google Tag Manager speeds up many processes. We can make new tags or change quickly to existing tags and lot of them do not require code changes to the website. This is great for marketers because it can really speed up launch time by testing each change and deploying when it’s ready.

2. All tags controlled in one place

Before, all tracking codes were coded directly in website’s or app’s source code. Many times those little pieces of JavaScript code snippets were scattered across different files. So if we need to do a minor change, the developer needs to find all those codes and update them.

In many cases due to a human error if some codes were missed, therefore this caused inaccuracy in data collection.

GTM made easier: all tags controlled in one place.

3. Testing tools

Troubleshooting and correcting tag errors is simplified via Google Tag Manager’s Preview and Debug mode that shows which tags firing on a page and which are not. It also includes information about triggers that fire tags and data contained within tracking tags.

5. Simple event tracking

To make things easier, Google Tag Manager comes with a feature called auto-event tracking. Once we enable certain triggers in GTM, it will start automatically listening to particular website interactions. There is still some setup required, but it is relatively straightforward to do. We can use those interactions to fire tracking codes, e.g. Google Analytics Event Tag.

Basic events that we can track by default in GTM are based on:


Link clicks

Form submissions

Time spent on a page, etc.

6. It’s free

Just like Google Analytics, Google Tag Manager is free. Although there’s premium version of it in Google Analytics 360 Suite, the free version is more than enough for a lot of business (small and medium).

7. Built-in Tag templates

GTM comes with a number of important built-in tags for classic and Universal Analytics, Google Ads          conversions, remarketing, and more. This allows a marketer with little or no coding knowledge to customize tags, without implementing a complicated code or asking for developer’s help.

8. Workspaces and Environments

These two features are great for enterprises with multiple teams that can make changes to the website, companies working with outside vendors, or projects that can span weeks or months.

Environments enable you to control your tag manager installation across live/production websites or apps, and their development/staging counterparts. This tag manager feature lets you publish your tags to different environments, for example, a testing server, so you don’t affect or change your live version when publishing.

Workspaces enable several team members to work in the same Google Tag Manager container without overwriting each other’s changes. After their job is done, changes of both workspaces are merged into one essence.

9. Security

Google automatically scans all tracking scripts added with Custom HTML tags in GTM accounts and pauses if they match a known malware domain, IP address or URL. Additionally, we can control who have access to GTM accounts and can revoke access at any time.

10. User permissions

Google Tag Manager allows you to give account access to multiple people, with different levels of viewing, editing and publishing privileges. This feature provides convenience for agencies wanting to give multiple employees access or needing to share access with clients while ensuring only certain individuals have master control.

You can choose from the following permission levels.

  • No Access
  • Read
  • Edit
  • Publish
  • Approve
  • Publish

11. Growing popularity

Google is known for launching and killing a lot of products, like Google Glasses, RSS Reader, etc. But it looks like Google Tag Manager’s future is bright: its popularity is growing, more and more people are using as their work tool, the number of free and paid GTM resources is also constantly increasing.

Starting to use Google Tag Manager is very simple. It’s an easy-to-use solution to control tracking codes in one place and Google tag manager has many advantages to the list.

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