A tag management system that lets marketers deploy and control pixels, tags, and triggers through a web interface instead of editing site code. GTM is free and dominant; Tealium and Adobe Launch serve enterprises. A tag manager is the standard place to implement consent logic and the Data Layer that feeds every vendor the same events.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Google Tag Manager." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/google-tag-manager/