The nuts and bolts.

We’ve packed Google Tag Manager with lots of great solutions to take the pain out of tagging.

The nuts and bolts.

Tag Technology

Get full control over how your tags are defined and fired.

  • Accelerated Mobile Pages (AMP) Support

    Simplify your tag deployment on AMP sites. AMP containers in Tag Manager provide support across Google’s ad platforms and third-party tools. View supported tags and information on built-in variables.

  • Asynchronous Tag Loading

    Fire tags asynchronously, so they load independently from one another and don’t slow down your pages. Pages can load faster and data collection can start sooner.

  • Define Reusable Variables

    Pick the most important data elements on your pages and easily collect them with variables.

  • Mobile App Support

    With Firebase support, you can update marketing metrics at-will and send that data to Google and other partners, such as Kochava, Tune, AppsFlyer, Apsalar, and Adjust.

  • Server-Side Tagging

    Server-Side Tagging in Tag Manager allows you to move many third-party tags off your site and into a new server container hosted in your Google Cloud account. When customers interact with a page on your site, third-party tags are loaded directly in the server container rather than the site – giving you faster page load times.

  • Tag Blacklist

    Maintain control over your site’s security. Define specific tags or tag types that can be fired from your pages.

  • Tag Pausing

    You can temporarily disable a tag from firing without having to delete the tag or adjust its triggers — perfect for troubleshooting or working on a timed campaign.

  • Tag Sequencing

    With tag sequencing you can specify tags to fire immediately before or after a given tag to ensure that things happen just the way you expect.


Designed with marketers in mind, Tag Manager’s user-friendly design and security makes it a hit with IT teams too.

  • Easy-to-Use Web Interface

    Keep it simple. Tag Manager is designed to be intuitive and easy to use.

  • Folders

    Organize tags, triggers, and variables into logical groupings, making them easier for your and your team to work with.

  • Instant Search and Autocomplete

    Quickly and easily find anything in your containers with instant search and autocomplete features.

  • Publish in Seconds

    Add new tags or edit existing ones with just a few clicks. Then, publish these changes to your users in seconds.

  • Preview Mode

    See how the changes you’ve made actually work before deploying live to your site.

  • Site Tag Overview

    See all tags within your container — and any associated triggers — at once. You can easily add tags or select those you’d like to change or remove.

  • Version History

    Keep a robust record of what’s been published on your site with the ability to easily return to a prior version at any time.

  • Workspaces

    Easily work on tags at the same time as teammates. Simply create a new workspace, make changes, and hit publish without affecting other workspaces.

    Enterprises using Tag Manager 360 have an unlimited number of workspaces.

Accounts and User Roles

Share the right access with all the right people. Control permissions to ensure marketers and developers can work together safely and effectively.

  • Multi-Account Support

    Agencies that manage multiple accounts for different clients can see all of their accounts in one place and switch between them seamlessly.

  • Multi-User Support

    Many people can use the same account, so it’s easy to work with all of the members of your team.

  • User-Level Permissions

    Select levels of access for different users with user permissions. For example, you can decide that marketers can make changes but only IT can publish them.

  • Approvals (Tag Manager 360 Only)

    Involve more stakeholders in the tagging process without giving them full Publish access.

  • Zones (Tag Manager 360 Only)

    Give users access to publish certain types of tags on certain parts of your site. For example, give your marketing team and agencies Publish access to their own containers, but limit them to only your marketing pages. This gives them the flexibility to manage their tagging independently and reduces work for admins and developers.


Control when and how your tags fire to get all of the data you need.

  • Auto-Event Triggers

    Set tags to fire with certain on-site events — without any extra code. Additional trigger types are now available for YouTube video, scroll depth, and element visibility.

  • Click

    Set a tag to fire when a particular element is clicked — for example, when a user clicks the ‘buy now’ button or a link that leads away from your site.

  • Custom Event

    Set a tag to fire based on a custom, logged event, such as a user engaging with a widget or a custom video player on your site.

  • Form Submission

    Set a tag to fire when a particular form is submitted — no additional code required.

  • Page View and History Change

    Set a tag to fire when a particular page is viewed, like when the page URL matches your thank you page or a page is asynchronously loaded.


Quickly adopt new marketing solutions whenever you’re ready with built-in templates for Google and third-party measurement and marketing tags.

  • Community Template Gallery

    The Community Template Gallery is an open platform where third-party vendors can share tag templates that they maintain. You can then customize these templates to easily implement those tags on your website.

  • Custom tags

    If you haven’t found a tag template you need from our list of natively supported tags or the Community Template Gallery, you can create your own custom image, HTML, or function tag.

  • Custom Templates

    Create your own tag with help from Custom Templates in Tag Manager. The permission-centric, sandboxed nature of custom templates makes it possible to write custom tags and variables in a safer, more efficient manner than when using custom HTML tags and custom JavaScript variables.

  • Natively supported third-party tags

    Tag Manager natively supports many third-party tag templates. You can find all them on our Supported tags page.

Consent Support

Respect user consent choices for cookie usage with the Google tag and other third-party tags.

  • Consent Overview

    See a complete view of the consent settings across all the tags in your container. From here you can also manage consent settings in bulk, like adding a personalization storage consent type to multiple tags at once.

  • Consent support for third-party tags

    Customize the consent settings for any tag in your container. You can see which types of consent each tag requires and specify whether any additional types of consent are necessary for the tag to fire, like requiring consent for analytics cookies.

  • Consent types

    Tag Manager provides support for multiple consent types. These consent types correspond to options you might include in your consent management solution. If a user does not give consent to the specific consent types you’ve selected for the tag, the tag will not run.


Tag Manager integrates with other Google solutions to help you more efficiently and effectively launch and manage your campaigns.

  • Campaign Manager 360

    Marketers and agencies can push Floodlight activities directly from the Campaign Manager 360 user interface to Tag Manager for approval.

  • Google Ads

    Conversion tracking, basic remarketing, and dynamic remarketing are fully supported with Google Ads.

  • Google Analytics

    Google Analytics helps businesses measure and understand the customer journey. There are many ways Analytics works with Tag Manager.

  • Google Optimize

    Google Optimize allows you to test variants of web pages and see how they perform against an objective that you specify. You can set up Optimize on your site with Tag Manager.

  • Third-Party Tag Support

    Templates for third-party vendor tags simplify code publishing and help eliminate errors. Find vendor templates already available in Tag Manager or explore additional templates from the Community Template Gallery.

Automated Tag Management

Customize your infrastructure with the full-featured Tag Manager API. Build your own solutions and set better integrations to fit your existing workflow.

  • API

    Easily integrate the Tag Manager API into your systems to seamlessly manage user access, preview and publish containers and tags, and much more.

  • Apps Scripts Integration

    Easily access and use the Tag Manager API through Google Apps Script. Automate and integrate Tag Manager with your favorite Google apps — like Gmail, Calendar, Docs, and Drive.

Find a solution that fits.

Tag Manager offers simple, yet powerful solutions to help small businesses and large enterprises get up and running with measurement faster.

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