Google Tag Manager
Tag Manager keeps your tracking code in one place, so marketing can add or change a tag without editing the site. It earns its place once you run several tools. With one analytics tool, adding it directly is often simpler.
What Google Tag Manager is
Google Tag Manager, or GTM, is a free tag management tool from Google. You add the container’s code snippets to the site once, then manage everything else inside GTM: analytics, ad pixels, heatmaps and conversion tracking. Triggers decide when each tag fires, such as on a page view, a click or a form submission. Every change is versioned and can be previewed before it goes live.
How it fits on your site
Framer takes the GTM container through custom code in the site settings, with one snippet at the start of the head and one at the start of the body.
Webflow takes the GTM container through custom code in the site settings, or through Google’s site tools app for Webflow. Custom code needs a paid plan.
Events. Button clicks and form submissions can be caught with GTM triggers. For actions that matter most, such as a booked call, a small piece of custom code can push the event to the data layer, which is more reliable.
Where the scope includes it, we install the container and set up the triggers agreed with your team.
What you get
The GTM container installed on every page
Tags and triggers for the agreed actions, tested in preview mode
A handover note listing each tag, what fires it and who owns it
What to watch out for
Consent
Tags that set cookies may need consent first, depending on where your visitors are. Google’s consent mode and a consent banner both work with GTM. Your legal team decides what’s required.
Counting twice
If GA4 runs through GTM, remove the GA4 ID from the site settings. Otherwise every visit is counted twice.
Old tags
Every tag adds weight and risk. Remove tags for tools you no longer use.
Who owns it
Create the container in your company’s Google account and give outside teams user access.
Questions about Google Tag Manager
Daniel G. Bright
Founder, BrightStudios
Still have a question?
Book a call with me to talk through your project and agree the next step.
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Tell us what your site connects to
Share your product and the tools your team uses. We’ll recommend a scope and the simplest way to connect each one.