Features

We’ve packed Google Tag Manager with lots of great solutions to take the pain out of website tagging.

Tag Technology

Google Tag Manager gives you full control over how your tags fire and are defined.

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  • Accelerated Mobile Pages (AMP) Support down arrow icon

    Use Google Tag Manager to simplify your tag deployment on AMP sites. In addition to Google Analytics, AMP containers in Tag Manager provide support across Google’s ad platforms including AdWords and DoubleClick. There are multiple tag types available out of the box including a variety of 3rd party vendor tags. Firing your tags is a breeze with great coverage of AMP’s triggers as readily available built-in Tag Manager triggers. See the full list of supported tags and information on how to use built-in variables.

  • Asynchronous Tag Loading down arrow icon

    Google Tag Manager fires tags asynchronously, so all tags load independently from one another and in parallel with other page elements. Slow tags won’t create lag, so elements can load faster and data collection can start even before all content appears.

  • Define Reusable Variables down arrow icon

    Pick the most important data elements on your pages and easily collect them with variables. For example, define where “total price” is found, and Google Tag Manager can pass that value through to all of your tags.

  • Mobile App Support down arrow icon

    Google Tag Manager works with Firebase — Google's platform for mobile developers — making it easier than ever for marketing and development teams to work together. Firebase standardizes in-app instrumentation and Google Tag Manager listens to these events so that it can modify and reroute them based on rules you create. Using Google Tag Manager, marketers can update what they’re measuring at any time and can send that data to other destinations at Google and to third parties, such as Kochava, Tune, Adjust, and more.

  • Smart Caching down arrow icon

    Google Tag Manager uses intelligent caching to cut the number of requests made to our servers, allowing bandwidth to be spent on firing all your other tags.

  • Tag Blacklist down arrow icon

    Our Tag Blacklist lets developers define specific tags or tag types that can never be added to the site to help you maintain control over your site’s security.

  • Tag Sequencing down arrow icon

    Not all tags work independently, sometimes it’s important for your tags to fire in a specific order. With tag sequencing you can specify tags to fire immediately before or after a given tag to ensure that things happen just the way you expect.

Usability

Google Tag Manager was designed with marketers in mind, but its user-friendly design makes it a hit among webmasters and IT folks as well.

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  • Easy-to-Use Web Interface down arrow icon

    Google Tag Manager is designed to be intuitive and easy to use.

  • Folders down arrow icon

    As your containers grow over time, it can become difficult to keep track of all of your tags, triggers, and variables. With folders, you can organize these items into logical groupings, making them easier for you and your team to work with.

  • Instant Search and Autocomplete down arrow icon

    With instant search and autocomplete features, Google Tag Manager allows you to quickly and easily find anything within your containers.

  • Publish in Seconds down arrow icon

    Add new tags or edit existing ones with just a few clicks, then publish these changes to your users in seconds.

  • Preview Mode down arrow icon

    Want to see how the changes you’ve made actually work before deploying live to your site? Preview Mode shows you how a new tagging configuration would work before you publish it, while the debug console allows you to check which tags are firing.

  • Site Tag Overview down arrow icon

    See all tags within your container, and any associated triggers, at a glance. You can select any tags you’d like to change or remove with the ability to add new tags at any time.

  • Version History down arrow icon

    With version history, you can keep a robust record of what’s been published on your site with the ability to easily return to a prior version at any time.

  • Workspaces down arrow icon

    Workspaces give you more than one space to do your work. Teammates can easily work on tags at the same time, or make quick changes without publishing everything that’s in the works. Simply create a new workspace, make your changes, and hit publish. Tags, triggers, and variables being worked on in other workspaces will remain unaffected.

Accounts & User Roles

Share the right access with all the right people. Control permissions to ensure marketers and developers can work together safely and effectively.

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  • Multi-Account Support down arrow icon

    Agencies that manage multiple accounts for different clients can see all of their accounts in one place, and switch between them seamlessly.

  • Multi-User Support down arrow icon

    Many people can use the same account, so it’s easy to work with all of the members of your team.

  • User Level Permissions down arrow icon

    Our user-permissions system allows you to select the level of access for different users. For example, you can decide that marketers can make changes but only trusted IT webmaster teams can push those changes live.

Triggers

Control when and how your tags fire, to get all of the data you need.

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  • Auto-Event Triggers down arrow icon

    Set a tag to fire based on certain on-site events — page views, clicks, form submissions, errors, timers, and more — without any extra code.

  • Click down arrow icon

    Set a tag to fire when a particular element is clicked — for example, when a user clicks the ‘buy now’ button or a link that leads away from your site.

  • Custom Event down arrow icon

    Set a tag to fire based on a custom logged event, such as a user watching a video on your site or scrolling to a certain point on the page.

  • Form Submission down arrow icon

    Set a tag to fire when a particular form is submitted — no additional code required.

  • Page View down arrow icon

    Set a tag to fire when a particular page is viewed, like when the page URL matches your thank-you page.

Integration & Templates

Google Tag Manager supports Google and third-party measurement and marketing tags — many with built-in templates — so you can quickly adopt new marketing solutions whenever you’re ready.

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  • Common Tag Templates down arrow icon

    Google Tag Manager comes with built-in templates from third-party vendors as well as Google tags. We are constantly adding additional tag templates.

    If your company provides tag technology and you’d like Google Tag Manager to include a template for your tag, please contact us here to become a tag vendor.

  • Custom HTML Tags down arrow icon

    Add an HTML tag that’s not yet included as a tag template by selecting the Custom HTML tag type.

  • Custom Image Tags down arrow icon

    Add an image tag that’s not yet included as a tag template by selecting the Custom Image tag type.

  • Custom Javascript down arrow icon

    Custom JavaScript variables let you use JavaScript to normalize or return a value. Custom JavaScript tags can be added using the Custom HTML feature.

  • DoubleClick Campaign Manager Integration down arrow icon

    Link your Google Tag Manager containers to DoubleClick Campaign Manager and let your marketers and agencies push DoubleClick Floodlight activities directly from the DoubleClick Campaign Manager user interface to Google Tag Manager for approval.

Automated Tag Management

Customize your infrastructure with the full-featured Google Tag Manager API. Build your own solutions and set better integrations to fit your existing workflow.

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    The Tag Manager API integrates easily into your systems to provide all the power of the web interface — manage user access, preview and publish containers and tags, and much more.

Learn More about Tag Manager

Need more details about Tag Manager 360?

Download The Tag Manager 360 Product Overview