Tags, What Runs

A tag is a piece of code GTM runs on your behalf. Instead of pasting vendor scripts into your site's source, you configure them once in GTM and it injects them for you at the right moment. Think of a tag as the thing you want to happen.

Common tag types

• Google tag & GA4 event, send pageviews and events to Analytics.
• Google Ads Conversion Tracking and Remarketing.
• Vendor templates from the gallery, Meta Pixel, LinkedIn, TikTok and more.
• Custom HTML, your own script when no template exists (use sparingly).

A tag does nothing on its own. It needs at least one trigger to tell it when to fire, and it usually pulls in variables for the values it sends (an order total, a page path, a user id).