noun · analytics tool

Google Tag Manager

Google Tag Manager is a free Google tool for adding and managing tracking tags on a website from one place, without changing the site’s code each time.

In practice

You install one container snippet, then add tags for GA4, ad platforms, and other tools inside Tag Manager. Triggers decide when each tag fires, like on a page view or a button click. Tracking lives in one place where marketers can see it and change it.

Not to be confused with

GA4, which is where the data goes. Tag Manager sends it, and GA4 stores and reports on it.