What is Google Tag Manager

Modified on Mon, 14 Nov 2022 at 11:28 AM

Google Tag Manager (GTM) is Google’s free tag management system which allows you to manage and deploy marketing tags (snippets of code or tracking pixels) on your website (or mobile app) without having to modify the code. 

There are three main parts to Google Tag Manager:

  • Tags: Snippets of Javascript or tracking pixels

  • Triggers: This tells Google Tag Manager when, where or how to fire a tag

  • Variables: Additional information GTM may need for the tag and trigger to work

What are tags?

Tags are snippets of code or tracking pixels from third-party tools. These tags tell Google Tag Manager what to do

Examples of tags in Google Tag Manager

What are triggers?

Triggers are a way to fire the tag that you set up. They tell Tag Manager when, where or how to do what you want it to do. Want to fire tags on a page view, link click or is it custom?

Examples of common triggers within Google Tag Manager are:

  • Pageviews

  • Links clicks

  • Form submissions

  • Scroll depth

  • Custom events

Examples of Triggers in Google Tag Manager

What are variables?

Variables are additional information that GTM may need for your tag and trigger to work. 

Here are some examples of different variables.

example of variables in gtm

The most basic type of variable that you can create in GTM is the Google Analytics UA number (the tracking ID number).

example of a variable gtm


Good to know

  • Managing google tags may become very technical and you might need technical support from a marketing agency or developer.  


  • Enter your Google analytics and Google tag manager codes in the booking engine tab of your account settings in RoomRaccoon. 

Was this article helpful?

That’s Great!

Thank you for your feedback

Sorry! We couldn't be helpful

Thank you for your feedback

Let us know how can we improve this article!

Select atleast one of the reasons
CAPTCHA verification is required.

Feedback sent

We appreciate your effort and will try to fix the article