Google Tag Manager is Google’s free tag management solution. (GTM360, available as a paid option). GTM makes it easier to add, delete, and update website tags without editing the website code directly and can thus empower more people in the organization—namely, marketers and analysts—to play a more direct role in the tagging process.
There are a variety of other paid tag management solutions (such as Tealium and Ensighten) that offer the same core functionality as GTM, and you can certainly deploy GA through any of the other tag management systems.
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Why Use a Tag Manager?
Why Use a Tag Manager?
Why Use a Tag Manager?
Just like your content management system manages the content of your website—by allowing you to insert text, headings, and images in a web-based interface.
A tag management system manages the tags—allowing you to insert those bits of JavaScript, such as the Google Analytics tracking code. It offers a web-based interface to choose, edit, and manage those tags when they are included in your web pages.