How Does Google Tag Manager Work?

Google Tag Manager commonly known as GTM is a very handy and useful tool by Google to manage all your tracking tags. Modification and updating tags can be very smooth experience with Google Tag Manager. Since placing multiple javascript codes on a website can significantly affect the speed of the website, with GTM you can deploy and manage various tracking tags on the website or mobile app by using one common GTM code in place of multiple tracking codes.

GTM sounds complicated to use but it’s not! In this article, we will be covering process to migrate your tags to GTM. GTM is FREE to use and when you login into GTM you will see a list of integrated tags and firing triggers. GTM has features such as debugging, testing and version control.

Let’s Get Started “How to Implement Google Tag Manager”

The first step is to create Google Tag Manager Account (go to and then create your first Container. Your GTM container will manage all your tags. You do not need to add all tracking tags in your website, your GTM container will manage all your tags. You only need to add GTM tag snippet on your website. GTM tag is divided into two tags, one is to be placed inside the head tag  and other inside the body tag on your website.

In short: You GTM container will manage all your tags and you only need to add GTM container snippet on all the pages of your website.

Instructions on How to create GTM Container?

  1. Click on Create an Account and fill in the Name of the Account. and click Continue and set up Container.

How Does Google Tag Manager Work?

If you have multiple domains or subdomains, create a separate container for each tag.  

2. Add the container name. Select where you are going to use container. And hit Create!

How Does Google Tag Manager Work?

3. Now you will just have to say yes to Google’s agreement to use GTM.

4. You will see code box on your screen. Just copy the code on the web pages of your website.

Now you don’t need to add any additional tag on your website. GTM container will manage all your code. Manage Google Analytics, Google AdWords conversion tracking, Facebook Pixel, Remarketing Tags, Twitter and all other tags under GTM.

Let’s understand GTM Interface

How Does Google Tag Manager Work?

    1. Container ID: Every container that you create has given a unique ID.
    2. Overview: Here you can see an overview of container tags, trigger, variables etc.
    3. Tags: Under tags, you can see all tags that you have added in a container and can create a new tag.
    4. Triggers: It is a condition where you select “firing tag” or “blocking tag” during run time.
    5. Variables: It is a value which we define to pull the tag, trigger from another tag. Variables syntax is {{Variable Name}}. Variables are of two types: 1. Built-in Variable 2. User defined variable.
    6. Folders: You can organize tags, triggers, and variables by creating folders. For example, you can create a folder and keep all “App Tracking” tags, triggers and variables under one folder. You rename and delete folder anytime. You can add or remove items from a folder at any time.
    7. Add a New Tag: Here you create a tag that can be conversion tracking tag, analytics tag, and custom HTML tags etc.

GTM has built-In tags for Google Analytics, MailChimp and several other tracking tools and websites. All you need to do is, instead of placing your code on your website and cluttering, you just create an individual tag on GTM and place your tracking code in that tag and GTM will take care of the rest.

Read More on Google Tag Manager

About Neha Gupta

I am Neha Gupta, SEM Expert – Paid Advertisement Consultant | Google AdWords Top Contributor| Google AdWords Trainer! I am Independent Paid Search Consultant and Google AdWords Trainer in Delhi. I currently reside in Delhi, India, and love traveling.

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