Google Tag Manager

Google Tag Manager makes it easy to manage tracking tags without code, so you can move faster and keep your growth data clean and reliable.

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Manage all your scripts and tracking in one plac

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Avoid duplicate or broken tracking by using clear rules and version control

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Launch marketing tags or test scripts instantly

Google Tag Manager
Google Tag ManagerGoogle Tag Manager

Google Tag Manager makes it easy to manage tracking tags without code, so you can move faster and keep your growth data clean and reliable.

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Considerations

If you're building a B2B funnel, clean data is everything — and Google Tag Manager (GTM) is the backbone that makes that possible. Rather than hardcoding every pixel or tracking script, GTM lets you manage everything from one dashboard. That includes Google Analytics, conversion tracking, LinkedIn and Meta pixels, custom events, and even tools like Hotjar or HubSpot forms.

For growth teams, this means speed. You don’t need to wait for developers to push code every time you want to test a new event, run a retargeting campaign, or clean up a false positive in your reports. You can launch or change tracking in real time — with full control and rollback options.

But it’s not just about speed. It’s about structure. With GTM, you can implement naming conventions, trigger logic, and foldering that scales as your growth engine matures. You can also reduce duplication and ensure that only the right events fire at the right time. This means fewer tracking bugs, more trust in your dashboards, and better decisions.

If you're working in B2B marketing or demand generation, you’ll often run multiple channels and platforms — all needing attribution. GTM ensures that your tracking remains consistent across all of them. Combined with a proper UTM framework and a reporting layer, GTM becomes the control centre for your growth data.

In short: GTM gives you control, flexibility, and confidence in your numbers. If you're serious about scaling, you can't afford not to use it.

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Tips for new users

Advanced tips for

Google Tag Manager

Step 1: Create your Google Tag Manager account and container

Go to tagmanager.google.com and sign in with your Google account. Create a new account named after your organisation and a container named after the domain you’re tagging. Select the Web container type.

Step 2: Install the GTM code on your site

After creating your container, you’ll get two code snippets. Add the first in the <head> and the second immediately after the opening <body> tag of your site.
Use your CMS’s custom code fields or a plugin (e.g. Head, Footer and Post Injections for WordPress).
After installing, purge your site’s cache and inspect the page source to verify the GTM code is present.

Step 3: Use preview mode to verify GTM is active

Enable the Tag Assistant Chrome extension, then click Preview in your GTM workspace. Enter your site URL and connect. If GTM is installed correctly, the assistant will confirm it’s connected and show you which tags are firing.

Step 4: Add a cookie banner for compliance

Use a solution like Cookiebot. In GTM:

  • Add a new tag
  • Open the Community Template Gallery and select Cookiebot
  • Enter your domain group ID from your Cookiebot settings
  • Use the trigger type Consent Initialization – All Pages

Then go to Admin → Container Settings, enable Consent Overview, and save.

Step 5: Add Google Analytics 4 (GA4)

  1. Create a new tag: Google tag (GA4 config)
  2. Store your GA4 Measurement ID in a constant variable
  3. Set the trigger to Initialization – All Pages

Step 6: Add a conversion tag for contact form submissions

  1. Submit your form and note the thank-you page URL
  2. Create a new GA4 Event tag: contact_form_submit
  3. Use the same Measurement ID variable
  4. Trigger: Page Path contains /thank-you or your custom path

Step 7: Add Google Ads tracking

  • Conversion Linker tag (fires on all pages)
  • Remarketing tag with conversion ID from Google Ads
  • Conversion event tag for form submissions, with label and trigger from GA4 step above

Step 8: Add Meta (Facebook) Ads tracking

  • Install the Facebook Pixel via Community Templates
  • Add a PageView tag with your Pixel ID (store it in a variable)
  • Add a Contact event tag triggered by the same thank-you page trigger

Step 9: Configure consent settings

In the Consent Overview:

  • Tags like GA4 and Google Ads have built-in consent checks → select No additional consent required
  • Meta Ads should be set to require ad_storage before firing

Step 10: Test everything

Use Preview Mode to simulate the setup without publishing. Submit a form, and check that the appropriate tags fire on the thank-you page. Use browser extensions like Meta Pixel Helper to validate Facebook tags.

Step 11: Publish your container

Once verified, click Submit and give your version a name (e.g. “V1 – GA4, Meta, Google Ads”). Your tracking setup is now live. GTM’s versioning lets you revert changes at any time.

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