Google Tag Manager, popularly called GTM, is a free tool that makes it simple to collect valuable information about visitors to your website. You can use GTM in conjunction with Google Analytics to collect data on your website and online stores.

This article will explain some key terms you’ll hear when working with GTM. We will try to make these terms as simple as possible, so you’ll know what they mean.

1. Account

Let’s distinguish between a Google Tag Manager account and a Google account. You can use your Google account to access all Google products, including Gmail, Drive, Adwords, and GTM.

A Google Tag Manager account is conceptually identical to a Google Analytics account. GTA has Properties (which contain Views), while GTM has Containers.

It’s best to have one account per client/company and distinct containers for mobile apps, websites, and other items.


2. Account Activity

Changes to user rights for the account and its containers are seen in account activity. It’s also where you can find containers that have been created or deleted.

  • To access your GTM account activity, go to ‘All Accounts >>click the configuration icon>>then select ‘Account Activity.’
  • Alternatively, click the three vertical dots from ‘All Accounts,’ and then click ‘Account Activity.’


3. Adwords Remarketing Tag

Adwords Remarketing Tag allows you to install a code that enables you to target adverts to those who have visited your desktop or mobile website or people who didn’t take any specific action on your site.

To create an AdWords tag, select New Tag from the home screen, then click Tag Configuration, and then AdWords Remarketing.


4. API

Google Tag Manager has APIs that allow you to integrate tag management into your website and mobile apps and manage Google Tag Manager programmatically (without logging into the web interface). You can use the Google Tag Manager API to create new containers, triggers, tags, and more without using the web interface.


5. Cleanup Tag

Tag sequencing in Google Tag Manager allows you to alter the order in which tags are triggered. The cleanup tag is the tag that fires after your main tag has finished firing.


6. Container

Multiple containers can be added to a single GTM account, and they come in various “shapes and flavors.” Various platforms require different containers, which can be AMP, Server, Web, iOS, or Android.

You can, for example, have one account (Your Business) and two nested containers, one for your website (Your Business Web) and the other for your AMP pages (Your Business AMP).


7. Container Activity

Container activity in Google Tag Manager allows you to see top-level changes made to a container. Different versions of containers that have been published on your website can be viewed. You can also view the details of the modifications made to the tags, triggers, and variables by selecting different versions within the container activity.


8. Container ID

GTM Container excerpt includes Container ID. Like Google Analytics ID, Container ID allows GTM to distinguish one website from another.


9. Container Type

With Google Tag Manager, AMP content, website Tags, Android and iOS apps can all be managed. When you create a new container in a GTM account, you’ll be asked to choose the ‘Container Type,’ which is where Google Tag Manager will be implemented.


10. Custom Event

Custom events allow you to track interactions that don’t get handled by conventional auto-event listeners on your website or mobile app.

When an event is pushed to the Data Layer, GTM does not automatically capture it; you must first build a Custom Event trigger to do that.

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11. Custom HTML Tag

The Custom HTML Tag type lets you handle tags that aren’t officially supported by Google Tag Manager, such as third-party tags, and haven’t yet been integrated into Tag Manager as a tag template.


12. Data Layer

A data layer, in technical terms, is a JavaScript object or variable that saves and communicates data from your site to Google Tag Manager. It’s like a virtual layer on your website that holds multiple data pieces, which can then be transmitted to other programs like Google Analytics using Google Tag Manager.


13. Data Layer Variable

When you create a Data Layer Variable, you’ll need to give the Data Layer key of the value you want to retrieve. Google Tag Manager does not automatically retrieve all keys and values from the Data Layer, so you must “train” it by adding Data Layer variables.

After you’ve completed it, the variable will appear in the Variables tab of the GTM Preview and Debug mode, where you can reuse it in any GTM tag.


14. Debug Console

You can see the debug console on your website after enabling the preview mode in Google Tag Manager. It allows you to preview your container in the debug console, including tags, the data layer, variables, etc.


15. Environments

Environments enable you to deploy different container versions on your live site compared to your staging (or testing) site. After building a new environment, you can then add the container snippet to the testing site. To make a custom environment, click Admin>> Environments.


16. Event

Google Tag Manager employs many activities to determine whether or not a trigger should fire; these are called events. Default Google Tag Manager events include ‘page views,’ DOM ready, and window loaded. Other built-in events can be used as triggers in addition to the default events, and custom events can be pushed to the data layer as well.


17. Exception

An exception trigger disables the firing of a tag. Exception triggers have precedence over all other firing triggers. If the ‘All Pages’ trigger is added to the tag together with an exception trigger, the tag will not be fired if the exception trigger’s conditions match.


18. Export Container

A container setup can be duplicated by exporting the container and then importing the file into another container. You can also alter the exported file before importing it to include only a subset of the triggers, tags, and variables.

Containers exported from Google Tag Manager can be modified, compared, shared, and imported back into the program. Containers


19. Firing Trigger

A trigger is used in loading a tag for your website. For instance, if you design a trigger that only matches your homepage, you may use it to fire a tag on your homepage.


20. Folder

Folders can be used to organize tags, triggers, and variables. A single folder can contain only one tag, trigger, or variable.


21. Form Trigger 

The Form Submit trigger awaits the execution of a submit() event. This implies that if a script on your site hijacks the form event and uses a proprietary AJAX function instead, GTM’s listener will be unable to detect it.


22. Google Analytics Settings Variable

Within Google Tag Manager, the Google Analytics settings variable allows you to apply the same setups to many Google Analytics tags. The tracking ID from your Google Analytics property must be included in the Google Analytics settings variable. You can also add other options like custom metrics, custom dimensions, cross-domain tracking, and others.

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23. Global Site Tag (gtag.js)

This is the current version of Google’s standalone tracking code. The global site tag can send information to Google Analytics, Google Ads, and other Google services at the same time. If you use Google Tag Manager, you don’t need to use the global site tag on your website.


24. Import Container

When you import a container in GTM, all of the tags, triggers, and variables configured in the original container that was exported will be imported. You’ll be asked to confirm if you want to overwrite or combine triggers, tags, and variables when you import into an existing container.


25. History Source

A built-in variable that returns a string indicating an event that caused the history change event to occur (popstate, replaceState, pushState, or polling).


26. HTTP Referrer

A built-in variable that returns the current page’s entire referrer URL. You can use it to generate triggers based on the visitor’s origin.


27. Malware Detection

Malware can steal essential data (such as credit card details or passwords) and even send bogus emails from a user’s email account, frequently without the user’s awareness. Google Tag Manager will stop firing tags pointing to sites where they identify malware to safeguard users’ safety and security.


28. Pageviews

This event occurs when a page is rendered in the user’s web browser. It’s the earliest time your tags can be fired with Google Tag Manager. Page view is also referred to as the gtm.js Data Layer event.


29. Permissions

At the Account and Container levels, Google Tag Manager allows you to assign access to other users. At the account level, users can be given the ability to observe or administrate other users and read, modify, publish, or approve rights at the container level.


30. Preview

Enabling preview mode lets you see the triggered and not triggered tags on your website, as well as variables and values saved in the data layer. When you select ‘Versions,’ you can see a preview of the current workspace or other container versions.


31. Setup Tag

Tag sequencing in Google Tag Manager allows you to alter the order in which tags are triggered. The ‘setup tag’ is the tag that fires before the main tag.


32. Supported Tags

Google Tag Manager is a robust tag template system that makes it easier to publish tracking codes and reduces errors. Templates for Google tags like Analytics and AdWords are supported, as are templates for a growing number of approved partners. You can also become an officially supported Vendor by submitting your own Tag Template.


33. Tag 

A tag is a piece of JavaScript that is managed and distributed to your website once the Google Tag Manager container has been published. You can use the built-in tag templates or create custom HTML tags to add tags.

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34. Tag Assistant

Tag Assistant is a fantastic Chrome plugin for testing and troubleshooting your implementation. Not only does it aid in Google Tag Manager troubleshooting, but it also allows for easy verification of Google Adwords and Analytics deployment.


35. Tag Firing Options

This allows you set the number of times a tag will fire. ‘There are three options, Unlimited, Once Per Event, and ‘Once Per Page.


36. Tag Firing Priority

This allows you to set the order in which tags are loaded (fired). All tags have a priority of zero (0) by default, and tags with a higher priority value will fire before tags with a lower priority value. When using Google Tag Manager’s tag firing priority, keep in mind that all tags will load asynchronously.


37. Tags Sequencing

GTM can be set up to fire another tag before (or after) a given tag. For instance, if you have a tag that relies on another tag to function correctly, such as a Facebook conversion pixel and a Facebook base pixel. When utilizing Google Tag Manager’s tag sequencing, keep in mind that all tags, including those defined in a sequence, will load asynchronously.


38. Tag Template

Google Tag Manager is a robust tag template system that makes it easier to publish tracking codes and reduces errors. Instead of generating your own code, you can utilize Google Tag Manager’s tag templates, including several pre-defined fields and parameters. This method is far more user-friendly.


39. Tag Type

You can use GTM to add various metrics and advertising tags to your website. Within Google Tag Manager, you can choose from many built-in templates to simplify tag configuration. You can also use the custom HTML and image tag options to add more tags.


40. Trigger

A tag’s triggers determine whether or not the tag should fire, and at runtime, it evaluates to either true or false. In Tag Manager, all tag firing is event-driven. When Tag Manager registers an event, the container’s triggers are analyzed, and tags are fired accordingly. Without an event, no tag may be fired.


41. User-Defined Variable

User-defined variable enables you to use custom information in your tags and triggers. Even though Google Tag Manager comes with several built-in variables, there are times when you’ll need to define custom variables to match your needs.


42. Variables 

Variables are name-value pairs where the value is filled in during runtime. The value of the predefined variable URL, for example, has been set to the current page URL.


43. Version

All changes to the container are saved in Google Tag Manager’s history. You can restore earlier versions of a container if there is ever a problem. Open a container and click ‘Versions’ to access the various available versions.