What is Google Tag Manager (GTM) ?
Google Tag Manager is a free-to-use tag management tool from Google. A tag is a string of code that is capable of capturing information about the performance of your website. Although it is a free tool, careful one time implementation of the code within the website is required. GTM implementation gives your analytics team the freedom to manage all tags on their own, without a web development team’s support.
Google Tag Manager proves beneficial to businesses of all sizes. Especially, small-to-medium sized organisations that don’t have dedicated resources for web development. GTM helps them add or remove tags themselves without any sort of paid or expert assistance. The merits of GTM are available to even large organisations as well. Since they work with more number of marketing tags, managing them becomes a lot easier.