What is Google Tag Manager used for?

Google Tag Manager is a free tag management system that lets marketers deploy tracking and analytics snippets on a site without editing code each time. It is a good fit for adding analytics and ad pixels without code releases, and tracking button clicks and form submissions.

Is Google Tag Manager free?

Yes. Google Tag Manager is free to use.

Is Google Tag Manager open source?

No. Google Tag Manager is proprietary (closed-source) software. In the Analytics category, open-source options include Umami, Matomo and Ackee.

What are some alternatives to Google Tag Manager?

Google Tag Manager competes with Tealium and mParticle.

Google Tag Manager: features, pricing and alternatives

About Google Tag Manager

Google Tag Manager is a free tool from Google for managing the tracking tags on websites and apps. Instead of asking developers to edit page code every time a new analytics or advertising snippet is needed, a team installs one container and then adds, changes and removes tags from a web interface.

Tags fire based on triggers, such as page views or button clicks, and variables pass values like product names to them. A preview and debug mode helps test changes before publishing, and versioning with user permissions keeps work organized in team settings. Google's tag manager works with Google Analytics and Google Ads and with many third-party tags, and it also supports a server-side container option.

Key features

Single container snippet for all tags
Triggers and variables controlling when tags fire
Preview and debug mode before publishing
Versioning with user permissions
Templates for common third-party tags
Server-side tagging option

Good fit for

→Adding analytics and ad pixels without code releases
→Tracking button clicks and form submissions

Tags: tag-management; analytics; tracking; google; marketing; javascript; free

Google Tag Manager: questions and answers

What is Google Tag Manager used for?: Google Tag Manager is a free tag management system that lets marketers deploy tracking and analytics snippets on a site without editing code each time. It is a good fit for adding analytics and ad pixels without code releases, and tracking button clicks and form submissions.
Is Google Tag Manager free?: Yes. Google Tag Manager is free to use.
Is Google Tag Manager open source?: No. Google Tag Manager is proprietary (closed-source) software. In the Analytics category, open-source options include Umami, Matomo and Ackee.
What are some alternatives to Google Tag Manager?: Google Tag Manager competes with Tealium and mParticle.