Five main benefits of using Google Tag Manager

Following are the main benefits of using Google Tag Manager:

1. Google Tag Manager removes the need for editing the website code over and over again

Google Tag Manager (GTM) removes the need for editing the website code over and over again just for adding, removing or editing tags. Instead, one code is placed on every page on the website, which is the GTM container code.

This container code literally acts as a container, as it can store and deploy several marketing and analytics tags.

Through GTM user interface, you can: add, edit, enable, disable or remove any tag, with just a few button clicks. No need to hard code the website over and over again just for deploying and maintaining various tags.

2. Through Google Tag Manager you can test and deploy tags very fast

Through GTM you can test and deploy tags very fast without hard coding the tags each and every time on your website.

If you want to adapt rapidly and cost-efficiently in response to changes in marketing conditions, search engine and social media landscape and competitive landscape then you need to move fast. 

You can’t afford to spend weeks or even months, just to add a bunch of tags on your website, because your IT team is too busy updating the product catalogs.

A common problem for most online business owners/marketers is, over-dependence on web developers for any task related to website code which makes them very slow when it comes to adopting anything agile or lean (agile analytics, agile marketing, lean startup, etc). 

With GTM installed on the website, tags can be: added, edited, tested or removed in a matter of minutes. That means you can move quickly. 

For example, if you want to add a survey on your website, say for just one day, just add and publish the survey tag to the website via GTM. Once the day is over, disable the tag. That’s it.  

No heavy coding,  no booking the time with IT, no direct changes to the website code.

3. Google Tag Manager makes advanced analytics tracking possible

The biggest advantage of using GTM is that it makes advanced analytics tracking possible for your website.

GTM provides many in-built tags and variables through which you can implement advanced tracking in a short amount of time. The same task may take several days or weeks without GTM.

For example, say you want to track clicks on all external links on your website so that you can determine how much traffic the website is sending out to other websites (advertisers, affiliates, etc).

If you are using Google Tag Manager, you can complete this task in a matter of minutes.

Without using GTM, you will have to add, event tracking code, to each and every external link, which is very time consuming and prone to errors.

Similarly, if you are using Google Tag Manager, you can track clicks on ‘submit’ buttons embedded on pages across your website in a matter of minutes. 

Without using GTM, you will have to manually add, event tracking code, to each and every submit button on the website, which is very time consuming and prone to errors.

4. Google Tag Manager makes tag management very efficient

When you use GTM, you can add, edit, enable, disable and remove all website tags from one central location.

This ability of GTM makes tag management extremely efficient especially when you have got dozens of marketing and analytics tags on your website.

5. By using Google Tag Manager, you can improve website speed

When you deploy tags via GTM, they are deployed asynchronously, meaning a slow loading tag won’t block other tags from being fired (executed).

What is the Advantage of deploying Tags via Google Tag Manager?

What is the advantage of adding the tags to your website via GTM, when you can simply, directly place them on the website?

The advantage is, when you use GTM to add tags on a website, you get more control over:

  1. When the tag should fire.
  2. When the tag should not fire.
  3. Where the tag should fire.
  4. Where the tag should not fire and
  5. What the tag should do, when it gets fired (executed)

In addition to this, via GTM, you can very easily: add, remove, enable or disable any tag on your website. You can very easily change the functionality of almost any tag.

If you are not using Google Tag Manager, then you need to, manually add or remove the tags from one or many website template files, and you won’t be able to enable or disable these tags.

To disable a tag, you have to remove it from the template files. To enable the tag, you have to add the tag back in your template files. This is a lot of work (code changes) especially if your website is big and uses several tags.

Similarly, if you want to change the functionality of a tag, you have to first manually find the template file(s) where the tag is installed and then edit the tag code. If you are using the same tag in several different template files, you may miss updating the tag in some of the template files which can result in data discrepancies.

So when you do not use Google Tag Manager to deploy and manage tags, then your web developer/ IT has to work extra hard to maintain various tags on your website. This increases your website maintenance cost. So by not using Google Tag Manager, you end up spending more time and money on tag deployment and management. 

That is why you should use Google Tag Manager.

And above all, GTM is free to use.  There are no monthly or yearly fees.

So there is really, no excuse, for not using GTM.

Related Articles

Do you know the difference between Digital Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).

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It’s about creating a strategic roadmap for your business.



Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.

You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

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The direction in which your analysis will move will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.



You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.

Since any person can learn to use Google Analytics in a couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.


You need to know a lot more than GA in order to work in the digital analytics and marketing field.


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Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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