.avif)
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.
Manage all your scripts and tracking in one plac
Avoid duplicate or broken tracking by using clear rules and version control
Launch marketing tags or test scripts instantly
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.
I test every tool myself before recommending it. Some links are affiliate links—if you buy, I may earn a small commission at no extra cost to you. Learn more.
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.
Article continues below.
Watch the free course and follow the 3 marketers while they each execute 6 experiments. See the tactics they use and the results they get.
Free course
45 min
English, Dutch
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.
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.
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.
Use a solution like Cookiebot. In GTM:
Then go to Admin → Container Settings, enable Consent Overview, and save.
contact_form_submit/thank-you or your custom pathIn the Consent Overview:
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.
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.
Website and landing page tools help businesses create high-converting web pages without needing extensive development resources. These platforms ensure your site is optimised for lead generation and performance.
Read tool guide
Reporting and dashboard tools centralise marketing and sales data, offering real-time insights and visual analytics to improve decision-making, track performance, and align teams around key metrics.
Read tool guide
Insights and analytics tools help businesses track, measure, and optimise their marketing funnel by providing deep data insights, user behaviour analysis, and A/B testing capabilities.
Read tool guide
.png)
.svg.png){kind=icon}
