Google Tag Manager (GTM) is a free tool from Google that allows you to manage and deploy tags on your website without having to modify the code. These tags are small pieces of code that collect data or perform specific actions on your site, such as tracking conversions, analyzing user behavior, or integrating with advertising tools.

How Google Tag Manager helps your nonprofit?

To fully leverage the potential of Google Tag Manager, it’s helpful to know the basics of JavaScript. GTM allows you to:

  • Easily add and manage Google Analytics code
  • Integrate HTML tags and custom JavaScript scripts
  • Track user activity by integrating tools like Hotjar (heatmaps)
  • Send data to A/B testing tools like Google Optimize
  • Set up remarketing for Facebook
  • Collect precise data on visitor behavior on your site

Differentiating between a GTM account and container

Your nonprofit typically has only one account, which can hold a variety of containers. Each container will be unique for each website or mobile app you own.