We’ve packed Google Tag Manager with lots of great tools to take the pain out of tagging. Read on for more information about our most useful features.

Tag Technology

Google Tag Manager gives you full control over how your tags fire and are defined.

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  • Asynchronous Tag Loading

    Google Tag Manager fires tags asynchronously, so all tags load independently from one another and in parallel with other page elements. Slow tags won’t create lag, so elements can load faster and data collection can start even before all content appears.

  • Mobile App Support

    Google Tag Manager works with Firebase – Google's platform for mobile developers – making it easier than ever for marketing and development teams to work together.

    Firebase standardizes in-app instrumentation with Firebase Analytics. Google Tag Manager listens to these events and can modify and reroute them based on rules you create in the Tag Manager web interface. Using Google Tag Manager, marketers can update what they’re measuring at any time and can send that data to other destinations at Google and to third parties such as Kochava, Tune, Adjust, and more.

  • Define Reusable Variables

    Pick the most important data elements on your pages and easily collect them with variables. For example, define where “total price” is found, and Google Tag Manager can pass that value through to all of your tags.

  • Smart Caching

    Google Tag Manager uses intelligent caching to cut the number of requests made to our servers, allowing bandwidth to be spent on firing all your other tags.

  • Tag Blacklist

    Our Tag Blacklist lets administrators define specific tags or tag types that can never be added to the site, so your site is safe from malicious software.


We’ve designed Google Tag Manager with marketers in mind, but webmasters and IT folks will love it, too.

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  • Easy-to-Use Web Interface

    Google’s design principles make Google Tag Manager intuitive and easy to use.

  • 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

    Want to see how the changes you’ve made actually work before deploying live to your site? Preview Mode shows you how a new tagging configuration would work before you publish it.

  • Debug Console

    The Preview Mode tool helps you self-check to see which tags are firing, without resorting to complicated web-developer tools. Learn more about the Debug Console.

  • Site Tag Overview

    See all tags within your container — and any associated triggers — at a glance. Choose any tag for change or removal, or add new tags at any time.

  • Version History

    Keep a record of what’s been published on your site — and flip back to a prior versions with ease with version history.

  • Instant Search and Autocomplete

    Find anything in your Google Tag Manager containers with ease.

  • Keyboard Shortcuts

    Power users can make changes in seconds.

Accounts & User Roles

Share information with all the right people. Control permissions so only the IT team can publish changes.

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  • Multi-Account Support

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

  • Multi-User Support

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

  • User Level Permissions

    Our user-permissions system allows you to select the level of access for different users. For example, you can decide that marketers can make changes but only trusted IT webmaster teams can push those changes live.


Just like custom tags, you can control when and how your tags fire, giving you just the data you need.

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  • URL-Based

    Set a tag to fire based on the page URL — for example, when the page URL matches your thank-you page.

  • Referrer-Based

    Set a tag to fire based on the referral source for the page. For instance, fire a tag only if a user arrived from an affiliate, or arrived immediately after visiting a specific page on your site.

  • Event-Based

    Set a tag to fire based on a user event such as downloading a file or watching a video on your site.

  • Custom Variables

    Design your own custom variables to fire a tag based on the value of an element or data in the page, such as if a user buys an item worth more than a certain amount.

Integration & Templates

Google Tag Manager supports Google and non-Google measurement and marketing tags — many with built-in templates — so you can quickly adopt new marketing tools whenever you’re ready.

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  • Tag Templates

    Google Tag Manager comes with built-in templates from 3rd-party vendors as well as Google tags. We are constantly adding additional tag templates.

    If your company provides tag technology and you’d like Google Tag Manager to include a template for your tag, please contact us here to become a tag vendor.

  • Custom Image Tags

    To add an image tag that’s not yet included as a tag template, just select the Custom Image tag type.

  • Custom HTML Tags

    To add an HTML tag that’s not yet included as a tag template, just select the Custom HTML tag type.

  • Custom Javascript

    Custom javascript tags can be added using the Custom HTML feature — just wrap your javascript with <script> </script>

Automated Tag Management

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

  • API

    Tag Manager integrates easily into your systems. Manage user access, preview and publish containers and tags, and much more: the API provides all the power of the web interface.