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July 24, 2019

Why Use Google Tag Manager?

Why Use Google Tag Manager?

Google Tag Manager (GTM) is a tag management system that lets you manage and analyse the various marketing tags on your website.

The tool streamlines an otherwise tedious process of handling tags by letting you share the data from your website to Google Analytics (GA) – without modifying your coding.

GTM’s easy to use, and time saving features provide space for creatively handling the complex system of tailored tags.

Here, we have listed down all the reasons why you should jump on the bandwagon, and make use of this free Google tool right away:

Implementation Speed

GTM streamlines and speeds up all the process related to marketing tags: making changes in codes is quick and easy.

The tool allows digital marketers to test and deploy every tag change rapidly, thus reducing the time it takes to launch the tag. In fact, the process is so easy that marketers no longer need to employ a developer – they can simply get an IT person to make the changes.

Consider, for example, Airbnb’s use of GTM to implement tags, avoid replication, and enhance performance.

As a result, the company’s website speed increased by 8%, and they were able to increase launch speed of new programs, retailers, and tools.


Every website owner has two major concerns: security, and probable site malfunction. Rest assured though, GTM does not crash your website, or leave you vulnerable to future attacks.

This is because website owners have full control of their GTM, and Google Analytics accounts: they can control who has access to these accounts, and repeal or grant access at any time.

Moreover, GTM comes with standardised security practices that ensure protection from spyware, and other attacks such as the 2-step verification process, and malware detection.

Other advantages of GTM include standardised templates, and a significant decrease in scripting errors.


As we’ve explained, you don’t have to be a programming expert to use Google Tag Manager. It’s easy to use features requires minimal to no coding, for even the most complex of tags. This makes it a handy tool for all digital media marketers.

On the other hand, IT staff and developers can easily make use of GTM’s customisation options related to order value, updating pixels, and page category.

With GTM, users can use different variables with your custom JavaScript tag.

Consider, for example, the step by step guide by Lucía Marín on how to create a canonical URL with GTM, using three different variables: {{Page Protocol}}, {{Page Hostname Canonical}, and {{Page URL Canonical}}. This offers a perfect example of the flexibility that GTM offers to pull apart tags.

Workspaces And Environments

Interestingly, GTM comes with two great features for companies with several teams, and/or long term projects:


This feature lets users control their GTM installation across a range of websites and apps. Users can publish their tags in multiple environments, such as a testing server, so that there is no impact on the live version of the site.



This handy feature lets multiple team members work in the same GTM tab simultaneously, without risking overwriting.

What’s more, after the work is done, this feature allows you to merge the work from both workplaces seamlessly.

Interestingly, GTM lets the account owner control the amount of access given to the different people. For example, different employees can have various levels of control related to publishing, editing, and viewing.

Access To Helpful Community

Finally, Google Manager comes with a community of helpers: users with specific issues never have to worry about navigating the tool, as instant help is available.

For example, users can post queries on Facebook Community, or join Google Tag Manager’s subreddit for answers to all their questions.

So there you have it – these are some of the reasons to use Google Tag Manager as it one of the most efficient tag management tools out there.



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