Data is the lifeblood of the digital marketing industry. Understanding how people communicate or interact with your business or site is critical, whether you run a personal website, a small business website, or an ecommerce store.

Google Tag Manager is a simple tool that allows website owners and marketers to track and manage interactions with their websites.

It uses JavaScript tags, which are small pieces of code placed on web pages, and enables you to track advertising on third-party platforms like Google or Facebook.

Your website probably has tags on it, even if you don’t recognize them. Tags used to be hard-coded and applied to every single page of a site, either directly on each page or through a shared template before the creation of tag management technology like Google Tag Manager.

Google Tag manager eliminates the need to add tracking codes to individual pages on your website. It creates a centralized platform where you can see all your implementations.

But that’s just the start. Google Tag Manager offers so much more. This article highlights 10 reasons why you should have Google Tag Manager on your website.

But first, let’s start with a definition.

What Exactly Is the Google Tag Manager?

Google Tag Manager (GTM) is a free tool from Google that helps organizations manage and apply tags. GTM makes it easier to create tags that communicate user interaction data to Google Analytics (GA).

Maintaining and updating hundreds of events can be tricky. However, Google Tag Manager solves this problem by centralizing all of your tags in your GTM account. Consider Google Tag Manager to be a toolbox containing all of your tools like Google Analytics, Google Ads, and so on.

It makes it easier to keep track of your most critical events. You can set up tracking for ecommerce, online marketing services, Analytics, and AdWords remarketing using Google Tag Manager.

The good thing is that you don’t even need to know how to code to use it; you can use GTM to change your website’s code and let the interface handle the rest.

Why Should You Have Google Tag Manager on Your Website?

Google Tag Manager can improve your website in a lot of ways. Here are ten reasons you should have GTM on your website.

1. It easily integrates with other Google and third-party tools.

Google Tag Manager works so well together with Google Analytics, Google Search Console, and other tools. When used alone, Google Analytics provides a wealth of information. But if you use Google Analytics and Google Tag Manager, you can get more data.

For example, let’s assume you’ve recently uploaded a few downloadable files to your website. It’s critical to know how many downloads have occurred and what page people are on when they download your content.

Without adding a single code snippet to your site, you could utilize GTM to put up a Google Analytics tag that activates to find out everything you need to know.

GTM also simplifies the use of more advanced Google Analytics features like User ID tracking, allowing you to get a better picture of who your users are.

2. It creates a centralized place to manage all your tags.

As mentioned earlier, when tag management was a new concept, all tracking codes were written directly into the source code of the website/app. Worst of all, those stray chunks of JavaScript code were dispersed throughout multiple folders. So, if you needed to make a little modification, the developer had to locate and update all of those programs.

This process is simplified thanks to GTM. Since all tags are managed in one location, you can change your tags and how they work without having to change the source code of your website (which you may not be able to do due to slow-release cycles or developer schedules). Instead, you can just edit tags in the GTM user interface and publish changes with a single click.

You can also easily test your tags in Google Tag Manager to ensure that they are triggered when you load the correct page or click a specific button.

3. It ensures scalability.

When a new feature is added to the website or a performance tool is upgraded, Google Tag Manager eliminates the need to regularly update the tracking code. Updates and content changes would take a lot of unneeded work and energy without GTM.

Before GTM, if you operate multiple sites, you’d need more developers to manage each site’s tags, and manually track each tag’s location. You’ll also have to keep schema markups up-to-date on the sites and regularly add new information to these markups to make sure the right data is available.

However, with Google Tag Manager, you have a single expert who can manage all these tags, and changes in one centralized platform, saving you time and money while making dynamic schema implementations much more effective.

google tag manager explained

4. Upgrade to Universal Analytics with Ease

Universal Analytics (UA) is a Google Analytics version that established a new standard for the collection and organization of user data. Universal Analytics provides new tracking codes for websites as well as tools that can more effectively evaluate user behavior.

Previously, users could use both Google Analytics and Universal Analytics. But today, Universal Analytics is the only version that is officially supported and all users are encouraged to migrate their properties to UA.

In an ideal world, Google Tag Manager would already be a part of your website analytics and conversion monitoring setup. You should also be utilizing Universal Analytics by now. If you answered “no” to either of these questions, then you need to implement both at the same time!

If you have a lot of code swapping, page modifications, and other changes to make, upgrading to Universal Analytics can be a pain. Use Google Tag Manager to slowly switch to Universal Analytics while testing as you go.

It will take about the same amount of time to implement GTM as it will upgrade to Universal, but it will make future upgrades and enhancements much easier because changes can be made through GTM rather than through each page of your website.

5. Get More Insight 

When you enable certain triggers, Google Tag Manager automatically listens to every action on your sites. A simple GTM tag can provide detailed information such as each page load time, event monitoring, scroll tracking, conversion tracking, where and when a user bounces, and more.

With insights like these, you can make your content more interesting and convert more people.

  • When do visitors bounce on your site?
  • Do your visitors leave social media comments on your content?
  • How many times do they have to fill out a form before they get it right?
  • Which experience will encourage them to stay longer?

google tag manager path

6. Increase your site speed.

Site speed is an important aspect of SEO. If your site is slow, Google may punish you, but more significantly, a slow-loading site is a pain for everyone involved. Consider your users: do they want to wait 10+ seconds for a website to load in today’s world? Nope.

Even if you’re running a campaign to drive traffic to your site, you’ll get far fewer click-throughs if your website loads slowly.

So, how does GTM fit into all of this? As previously stated, GTM allows you to group all of your scripts into a single container. This means that instead of loading several scripts, your website will only have one script loaded. GTM also organizes these into neat, tiny packages, ensuring that all of the code is tidy and functional. You may also get even more creative by having GTM only fire specific codes based on certain conditions.

7. Increase your productivity and efficiency.

The most significant advantage of Google Tag Manager is that it makes it easy to implement tags without having to rely on web professionals. This allows your developers to focus on other things while also streamlining the process of adding tags to your website.

Google Tag Manager isn’t a one-stop-shop either; it includes a variety of advanced event monitoring features and templates that let you record data that your ordinary Google Analytics account won’t.

Do you want to know how many people viewed your videos or downloaded your PDF? Do you want to know how far down your visitors scrolled or how they interacted with your opt-in forms? What happened to them after they left your site?

GTM can provide all these insights, enabling you to be more efficient. You can tap into the type of data that will help you make highly educated marketing decisions with a limitless number of filters, triggers, and variables.

8. It is simple to use.

One of the most significant advantages of Google Tag Manager is that it does not require any programming skills. Without having to execute difficult website coding, almost anyone can easily make adjustments, add new tags, test each change, and deploy tags.

This gives you and your team more control to streamline your process, resulting in faster launch times and more time for your IT department to focus on more essential issues, like why your site is so slow.

Google Tag Manager has a function called “auto-event tracking” that makes things easier. When you enable certain triggers in Google Tag Manager, the JavaScript codes it inserts will begin listening to specific activities on a web page automatically, including clicks, clicks on links, time spent on a page, and more.

These insights can then be used to define goals in Google Analytics that are relevant to your business needs.

9. GTM Debug Options

The aesthetic components and functions shown on a webpage are only a small part of website quality assurance. True quality assurance makes sure that every possible user experience scenario is tested and that the data is always the same.

This is feasible thanks to Google Tag Manager’s preview and debug mode, which enables tag error investigation and correction. This streamlined testing procedure contains information about tag triggers and data stored in tracking tags.

The debug console displays data layer variables and demonstrates how tags are triggered for any type of troubleshooting. It assures data correctness before going live with the updates on your site. You can completely test everything you want before it goes live, and correct any bugs that arise before they become a problem.

As you know, once tracking is enabled on a website, there is nothing that can be done to change the data collected by third-party platforms like Google Analytics.

This is why it’s critical to test your tags before publishing them to your website.

10. Security

Security and the risk of the site malfunctioning are usually two major worries when it comes to running a website. Firstly, GTM will not cause your website to crash and burn, nor will it create new vulnerabilities. Rather, it provides various security measures to help keep your websites and apps safe.

Google Tag Manager has the advantage of automatically scanning and detecting malware in all tracking scripts. GTM raises a red flag if it detects a known malware domain, IP address, or URL. Users of Google Tag Manager will appreciate the added security.

You’ll also have complete control over who has access to your GTM and Analytics accounts, and you can remove access at any time. Google Tag Manager, like any other content management system or web development tool, requires you to follow conventional security procedures.

Other benefits include using standard templates for common tagging situations and reducing the chance that your site will have errors or scripting problems.


Google Tag Manager will help you improve your marketing by showing you what is making website activity go up (or down).

It will help you answer critical questions like whether publishing a new blog increases or decreases the number of visitors to your website. Whether changing the color of a call-to-action button increases or decreases the number of clicks is yet to be determined.

While understanding GTM has a steep learning curve, once you master the principles, tracking becomes much easier. Fortunately, you have more control over the implementation of your tags before releasing them thanks to its testing capability.