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.

Automated Tag Management

The full-featured Google Tag Manager API lets you customize the infrastructure to suit your needs, whether that means building your own tools or better integrations with your existing workflow.

  • API

    You can integrate Tag Manager easily into your systems and customize based on your needs. From managing user access to previewing and publishing containers and tags, the API provides all the power of the web interface.

Tag Technology

Google Tag Manager tag technology allows you to have 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.

  • Define Reusable Variables

    Google Tag Manager lets you select important data elements on your site pages and collect them easily. For example, you only need to define once where "total price" is found on your page, and then Google Tag Manager can pass that value through to all of your tags. Learn more about variables.

  • Smart Caching

    Google Tag Manager minimizes the number of requests made to our servers through the use of intelligent caching, 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

    With just a couple of clicks, you can add new tags or edit your existing tags, and 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

    As part of our Preview Mode, Google Tag Manager provides an additional tool to help you understand how your tags are functioning. Rather than wading through lots of extra detail in standard web-developer tools, you can use our specialized Debug Console to self-check which tags are firing.

  • Site Tag Overview

    The overview lets you see all tags within your container – and any associated triggers – at a glance. You can easily select a particular tag if you need to make changes or remove it, or you can add new tags at any time.

  • Version History

    Thanks to our versioning feature, you keep a history of what's been published on your site. If changes are made and you’d like to go back to a prior version, it’s easy to flip back. Learn more about version history.

  • Instant Search and Autocomplete

    You can easily find anything in your Google Tag Manager containers.

  • New Keyboard Shortcuts

    So that power users can easily make changes within seconds.

Accounts & User Roles

Google Tag Manager lets you share information with the right people and control permissions.

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  • Multi-Account Support

    See all your accounts at once and switch between them seamlessly.

  • Multi-User Support

    Multiple users can access the same account, making it easy to work with different members of your team.

  • User Level Permissions

    Our user-permissions system allows you to select the level of access for different users. So, for example, marketers can specify what changes they want made, and trusted members of the IT or webmaster teams can actually push changes live to the site.


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 URL of a page. For example, fire 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 example, fire a tag only if a user came to the page from an affiliate or if the user came to this page immediately after visiting another specific page on your site.

  • Event-Based

    Set a tag to fire based on user “events” on the site — such as downloading a file or watching a video.

  • 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

    If you’d like to add an image tag that’s not yet included as a tag template, just select the Custom Image tag type.

  • Custom HTML Tags

    If you’d like 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>